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Company enrichment

Fill the gaps without touching what you already know

Point it at a company you already have and it researches what is missing — industry, size, revenue, technologies, decision-makers — from live search and the company's own website. Fields you filled in yourself are never touched.

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Every fill is recorded and every run can be reverted.

The rule the whole feature stands on

Enrichment that overwrites human corrections gets used once. Everything here is built so that using it is never a risk to data you trust.

It only fills what is empty
Enrichment never overwrites a value you entered. Somebody who corrects a job title by hand and watches the AI put the wrong one back will not press the button again — and will not trust the record afterwards either.
Every fill is revertible
Each enrichment records exactly which fields it changed and what they were before. If a run gets something wrong, you undo that run rather than repairing the record by hand.
Two sources, on purpose
Live search plus the company's own website, because they answer different questions. The site says what a company claims about itself; search says what everyone else does. A business that has rebranded, been acquired or quietly closed reads very differently from the two.
Unverifiable fields stay empty
A field the model could not verify comes back empty and stays empty. Inventing an employee count is the same failure as inventing a company, and an estimate that looks like a fact is the harder one to catch.
Sanity checks on the numbers
A founding year in the future, or before joint-stock companies existed, is a parse error dressed as data. Numeric fields are range-checked before anything is stored rather than trusted because they arrived as digits.
Bulk, not one at a time
Select rows in any list and enrich them together. Imported a CSV with nothing but names and domains? That is the case this was built for.

What gets filled in

Where it can be verified. Where it cannot, the field is left as it was.

Firmographics
Industry, size band, employee count, founding year, annual revenue
Contact details
Phone, email, street address, city, country
Web presence
Website, LinkedIn, X, Facebook
Technology
Technologies the company is publicly known to use
People
Named decision-makers in senior or buying roles, with first and last name separate
Provenance
Source URLs for the run, and a confidence rating on the record

The honest trade-off

A commercial data provider will return a complete row for almost every company you send it. This will not, and that is the deliberate choice rather than a limitation to work around.

A full row where a third of the fields are modelled estimates looks identical to a full row of verified facts, and you cannot tell which is which until a number turns up in a proposal. Empty fields are legible. You can see what is missing, decide whether it matters, and go and find it.

Questions

Will enrichment overwrite data I have already entered?
No, and this is enforced in code rather than promised in a setting. Enrichment computes which fields are empty and writes only to those. A blank string counts as empty; a zero does not, because a company whose employee count is deliberately marked zero has been marked, not left blank.
What if it fills something in wrongly?
Every enrichment run records the fields it changed and their previous values, so you revert that run rather than hunting through a record to undo it. The run also keeps the source URLs it worked from, so you can see where a wrong value came from.
How is this different from a data provider?
A data provider sells you a snapshot of its database, refreshed on its own schedule and sold to everyone else too. Enrichment here reads the live web at the moment you run it and shows you the pages it read. The trade-off is honest: a provider will always return a full row, and this will leave fields empty when it cannot verify them.
How many enrichments do I get?
Enrichment has its own monthly allowance, separate from lead discovery. Starter includes 25 a month, Professional 150, and Enterprise 2,000. The Free plan does not include enrichment — it is the one AI feature with no free allowance, because unlike a search it runs against records you may have thousands of.
Is my CRM data sent anywhere or used for training?
The company name, website and location go to the AI provider so it knows what to research, and nothing is used to train models. Results for public business facts — a name, an address, a website — may be cached to avoid repeating an identical lookup. Anything you create or annotate is never cached, because a cache shared between accounts is a tenancy boundary in a place nobody thinks to look.
Can it enrich contacts as well as companies?
Yes. Contact enrichment fills gaps on a person you already have — job title, professional profile, and what is publicly known about their role — under the same only-fill-what-is-empty rule and the same revertible history.

Works on records from anywhere

Enrich companies found by AI search, imported from a CSV, or typed in by hand. The CRM holding them is free forever.

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