CluedIn is a Master Data Management software company focused on helping enterprises turn fragmented business data into trusted, insight-ready data for analytics, AI, and digital transformation. Its platform is graph-native and Azure-native, using AI agents to unify, resolve, govern, enrich, and continuously improve enterprise data across key business domains.
CluedIn delivers its platform in both managed SaaS and customer-hosted PaaS deployment models on Microsoft Azure. The company emphasizes faster implementation, low-code operation, and strong alignment with the Microsoft data ecosystem, making it well suited to organizations that want to improve data quality, governance, and AI readiness without the overhead of traditional, heavily modeled MDM programs.
Offerings, Capabilities, and Integrations
CluedIn centers its offering on agentic master data management: ingesting and modeling enterprise data as a connected graph, applying entity resolution and mastering, and continuously improving data quality through governed automation. Its capabilities span data unification, matching and deduplication, stewardship, policy-driven governance, contextual enrichment, lineage-aware operations, and trusted data delivery to downstream analytics and operational systems.
The platform is designed to support both technical and business users through low-code workflows, human-in-the-loop approvals, and explainable agent actions. CluedIn also supports reference data management, real-time data streaming, write-back to operational systems, and flexible access patterns for downstream applications. Its integration strategy is closely tied to Microsoft, with broad native Azure service integration and specific alignment to Fabric, Purview, Azure OpenAI, and Power Platform environments.
Products and Services
- Agentic Master Data Management Platform: CluedIn’s flagship graph-native, Azure-native platform that uses AI agents to unify, govern, enrich, and continuously improve enterprise master data with human oversight and auditable workflows.
- CluedIn SaaS: A managed Azure-hosted deployment option that gives customers fast access to the platform with pay-as-you-go licensing and no long-term infrastructure commitment.
- CluedIn PaaS: A customer-hosted deployment model that runs in the customer’s own Azure tenant for greater control, customization, and enterprise governance.
- CluedIn AI Assistant: A conversational AI assistant built into the platform to help users perform day-to-day data management tasks, analyze data, and create or refine rules using natural language.
- Microsoft Purview MDM Integration: An integration that connects CluedIn with Microsoft Purview so users can move data into CluedIn, view relationships and lineage, and extend Purview governance workflows with master data capabilities.
- Master Data Management with Azure OpenAI: A CluedIn capability set that applies Azure OpenAI to data cleaning, standardization, deduplication, rule creation, and other natural-language-driven MDM tasks.
- Master Data Management with Power Apps: A Microsoft Power Platform integration that enables drag-and-drop workflows, mobile app scenarios, and broader business-user participation in data stewardship and remediation processes.
- Reference Data Management: A CluedIn offering for managing reference data alongside master data, with support for standardization, real-time propagation, API access, and automated write-back of normalized values.
- Low-code Data Integration: A low-code integration capability for ingesting and blending structured, semi-structured, and unstructured data from Azure services and external enterprise sources.
Target Customers
CluedIn targets enterprise organizations that need to improve trust, consistency, and governance across high-value business data such as customer, product, and finance data. Its platform is aimed at data leaders, data architects, stewardship teams, governance functions, and business users who need a shared, governed foundation for analytics, automation, and AI.
The company is especially relevant for Microsoft-centric organizations that want master data management tightly aligned to Azure. Its published industry focus spans banking and financial services, energy, manufacturing, aviation and utilities, insurance and healthcare, retail and consumer goods, government, media and not-for-profit, and telecommunications.
Cloud Integrations and Marketplace
- Microsoft Azure Marketplace: CluedIn has verified marketplace presence on Microsoft Azure Marketplace, including CluedIn MDM and Data Quality offerings for both PaaS and Private SaaS deployment paths.
- Microsoft Azure: CluedIn is Azure-native and integrates broadly across the Azure ecosystem, with native support across 27 Azure services.
- Microsoft Fabric: CluedIn integrates with Microsoft Fabric to prepare and feed governed master data for analytics, AI, and modern data estate initiatives.
- Microsoft Purview: CluedIn integrates with Microsoft Purview to support end-to-end governance, lineage visibility, data product workflows, and managed handoff between governance and MDM processes.
- Azure OpenAI: CluedIn integrates Azure OpenAI into its platform to support natural-language data management, AI-assisted stewardship, and agent-driven data improvement workflows.
- Microsoft Power Platform: CluedIn integrates with Microsoft Power Platform, including Power Automate and Power Apps, to support low-code workflow orchestration and broader business participation in master data processes.
Key People
- Tim Ward: Chief Executive Officer
- Martin Hyldahl: Chief Technology Officer
- Pierre Derval: Chief Product Officer
- Bojan Petrovic: Global VP of Sales
- Lukas Jurgelionis: Head of Implementation
Key Facts
- Headquarters: Ringsted, Denmark
- Employees: Approximately 34
- Annual Revenue: Approximately $4M
- Parent Company: None
- Subsidiaries: None
- Publicly Listed: No (private company)
Analyst Recognitions
- Gartner: 2026 Gartner Magic Quadrant for Master Data Management Solutions — Visionary. 2024 Gartner Magic Quadrant for Augmented Data Quality Solutions — Niche Player.
