Verato, a leader in identity intelligence, released findings on August 27, 2025, from its research study, The Identity Intelligence Imperative: Bridging Gaps in Customer, Patient, and Constituent Experiences. The study, conducted by QuestionPro and compiled by In90group Research in spring 2025, reveals that 90% of leaders across healthcare, financial services, and public sectors cite fragmented identity data as a major barrier to delivering seamless, personalized customer experiences, impacting efficiency, trust, and satisfaction.
90% of leaders report fragmented identity data hinders customer experiences.
Study shows 58% efficiency loss, 50% brand trust erosion, 46% satisfaction drop.
95% of leaders note demand for seamless experiences, but only 12% are prepared.
57% plan Master Data Management (MDM) investments, 38% within 12 months.
Healthcare (70%) and financial services (50%) face customer loss due to poor experiences.
Verato’s next-gen MDM offers unified, accurate identity for 360° customer views.
The study, involving senior IT, data, and experience leaders, used a mixed-mode approach of surveys and interviews to assess identity-driven digital transformation readiness. It found that siloed identity data prevents organizations from achieving a trusted 360-degree view of customers, patients, or constituents. "Organizations are sitting on goldmines of consumer and customer data, but without a trusted identity framework, it is trapped in silos across disconnected systems, making it impossible to share and consume to have a complete, trusted 360-degree view of the customer journey," said Clay Ritchey, CEO of Verato.
While 95% of leaders agree that customers expect seamless, personalized experiences, only 12% feel fully prepared to deliver them. This readiness gap creates competitive vulnerabilities, with organizations losing customers due to fragmented data systems. The study highlights a 58% reduction in operational efficiency, 50% erosion in brand trust, and 46% decrease in customer satisfaction, underscoring the urgent need for unified identity intelligence.
In healthcare, 70% of leaders report patient loss due to poor experiences, with none expressing strong confidence in their 360-degree view capabilities. Similarly, 50% of financial services leaders note customer defection driven by inadequate experiences. These findings emphasize the critical role of identity intelligence in retaining customers and maintaining trust in regulated industries.
To address these challenges, 57% of leaders are planning investments in Master Data Management (MDM) solutions, with 38% aiming to implement within the next 12 months. Verato’s next-generation MDM, with its focus on extraordinary identity accuracy and native enrichment, enables organizations to achieve a trusted 360-degree view, supporting precision customer acquisition, personalized engagement, and revenue growth.
Verato’s research underscores the urgent need for unified identity intelligence to meet modern customer expectations. By addressing data silos and enabling next-gen MDM, Verato empowers organizations to deliver frictionless, personalized experiences, enhancing operational efficiency, brand trust, and customer satisfaction across industries.
About Verato
Verato®, the identity intelligence experts, powers exceptional experiences everywhere by solving the problem that drives everything else — identity — through our Knowing Who is Who™ platform. Verato MDM Cloud™, the next generation of master data management, delivers unprecedented identity intelligence by combining the most accurate identity resolution and enrichment with advanced insights, identity verification, and AI-powered data governance. Verato reimagines MDM to be purpose-built and nimble to drive a complete and trusted 360-degree view of people, organizations, and networks across complex ecosystems with unmatched speed to value, enterprise grade performance, and customer success. More than 75% of the U.S. population flows through Verato, powering a single source of trust for identity across the critical industries of healthcare, life sciences, financial services, public sector, and beyond.
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