December introduces two major new products, Historical Email and UP-Social, alongside strong 98% UPID consistency and expanded international B2B coverage.
As we close out the year, December’s release brings continued data predictability and introduces new product features designed to broaden the depth, clarity, and usability of the co-op’s enriched identity data. This month’s updates reflect a maturing foundation: high stability in our core identity assets, expanded international coverage, and new linkages that further strengthen cross-dataset accuracy.
What's New: December Release Notes
Data Stability & Predictability
This month we sustained a 98% UPID consistency rate, continuing a multi-month trend of strong predictability which supports:
Long-term cohort tracking and analysis
Minimized churn within person-level identity
Increased reliability across products that rely on UPID as a connective backbone
Together with the data consistency reported throughout Q3 and Q4, this month’s performance underscores the maturity of the co-op’s identity infrastructure.
Expanded Global Reach
International B2B Data Now in Beta
Our international B2B dataset continues to scale in both breadth and fidelity, now delivering fresh, high-accuracy global business data with strong fill rates.
This expanded coverage supports:
More complete global data enrichment
Improved matching for multi-market workflows
Increased reliability for global demand generation and onboarding
Members are encouraged to take advantage of current beta pricing and early access before the product moves into General Availability in Q1. To learn more, reach out to us at nick@5x5coop.com or your dedicated Account Manager.
New Products & Features
Historical Email Feature
This month we introduce a new opt-in feature designed to improve match rates across legacy datasets.
What This Feature Enables
Programmatic retrieval of verified historical work-history emails
Intelligent linkage between past roles and validated email identifiers
Improved matching for customers migrating older records from previous suppliers
Early users can expect increased match rates for dormant or fragmented datasets where traditional forward-looking email enrichment may fall short.
This feature is available upon request and will be incorporated into the GA schema in January.
UP-Social Data
We’re excited to introduce a new enrichment file linking Universal Person IDs to social identifiers. This dataset provides:
Linkage for Facebook URLs, LinkedIn URLs, and X handles
Structured alignment between UPID, HEM, and social URLs
A dedicated file designed for flexible linkage across your internal systems
Primary Use Cases
Enhanced enrichment for identity and audience insights
Demand generation and segmentation workflows
Sales intelligence and contact-level research
Digital audience construction and activation
For more information on the UP-Social enrichment file, visit our product documentation.
Looking at the Bigger Picture
Improve Stability
From June’s foundational improvements in NCOA/CASS standardization to the multi-month trend of 97–98% UPID consistency, the data layer is increasingly predictable and resilient—critical for downstream modeling and advanced identity use cases.
Expand Coverage
Email validation, LinkedIn URL expansion, job title normalization, and now international B2B and social linkages reflect continuous growth in dataset richness and connectivity.
Enhance Matchability
Features like historical email lookup and UP-to-social linkage build on the year’s earlier advances in linkages (e.g., Person 2.0, small business enrichment, IP-to-HEM cleanses). The cumulative effect is a dataset that is easier to join, easier to trust, and more complete across time.
For full December release details and access to the latest data, please visit our knowledge base at: docs.5x5coop.com.
We value your feedback and questions. Reach out to us at nick@5x5coop.com to discuss how 5x5 can continue to be your most valuable data partner.
We look forward to delivering even more impactful improvements in 2026.
