Factors.ai adds waterfall fallback to account identification

Factors.ai redesigned the Account Identification page in its platform. Customers can now select either Factors Deanonymization or Bring Your Own Key in one place. The update also adds Waterfall Fallback, an option that sends a visit to additional identification providers when the provider a customer selected cannot match the visit to an account. The release note describes the change as a revamp of the page combined with the new fallback option.

The details

• Customers choose between Factors Deanonymization and Bring Your Own Key on one page.
• Waterfall Fallback tries additional providers when the selected provider cannot identify a visit.
• Released August 4, 2026 under the Platform category.

Context

Account identification underpins the account timelines, engagement scoring and research agents Factors.ai has added through 2026. Recent covered releases include Salesforce and HubSpot widgets (July 31), Scout Routines and an AI planner for research agents (July 14), and a hosted MCP server (June 9). Later in August, on August 24, the company also changed Bombora topic selection so customers can choose fewer topics than their plan allows.

Not disclosed

• Which providers are included in the waterfall.
• How fallback lookups are billed or counted against plan limits.
• Match rate changes the fallback produces.