We started Windfall in 2016 with a simple belief: people data can be more accurate and we must make it actionable. We've spent nearly a decade building toward that vision. In this post, we'll walk through three things.
Accurate Data: Why data quality and freshness have always been at the core of what we do, and why those problems are genuinely hard to solve.
Macro Conditions: How the market has shifted in the last 18 months, and the demand we're seeing from customers building AI-native workflows.
The Windfall API: We are opening access to Windfall’s API to all existing customers and partners.
Current customers and partners will gain access to the API and receive a limited number of monthly credits based on their existing Windfall subscription. Most customers and partners will gain access by May 2026.
When we got started, the people data and wealth screening space had a few deeply entrenched problems: (1) data accuracy was poor, (2) refresh cycles were slow, often annual, and (3) perhaps most frustratingly, the data was blanketed across groups of people versus household-specific. Organizations were making major decisions around fundraising, sales, and marketing based on data that was stale, incomplete, or just wrong.
It was a hard choice, and one of our earliest investors even called us “crazy,” but we decided early on to rebuild our entire database every single week. That's not a marketing claim—it's an engineering and operational commitment that most data companies can't or won't make. Weekly refreshes require a level of investment in infrastructure, modeling, and quality controls that goes well beyond what's typical in the data enrichment space. You need to understand not just what changed, but why it changed, and whether that change is signal or noise.
The scale of the underlying problem is worth defining:
When your first-party data is decaying that fast, the answer is a third-party enrichment layer that refreshes faster than the underlying reality changes. That's the problem Windfall was built to solve.
This is one reason we host recurring webinars like Why Wealth Data is Really Hard... But You Need it In Your Workflows.
For us, this isn’t the sales pitch. It explains why this problem is incredibly hard and requires patience, dedication, and time. Specifically, when you are modeling at the household level, it requires reconciling real estate valuations, career data, equity positions, liquidity events, and hundreds of other signals, all of which move independently. Instead of licensing and reselling this data, we are the source of the data itself.
One of the concepts we've pushed our team on for years is that data without context is just noise. A net worth figure means nothing in isolation. What matters is putting that data into actionable workflows that drive business outcomes.
Understanding the macroeconomic climate and then transferring that information helps leaders and go-to-market teams have confidence in their bets and shape decisions. What It Takes to Be in the Top 1% of Every State is one of the pieces I'm most proud of because it entirely reframes the conversation. This is not about wealth in the U.S., but about looking at the data differently. The top 1% threshold in Connecticut is very different from that in Mississippi. For some, the people most relevant to your organization aren't necessarily the wealthiest people in the country. They're the wealthiest people in your market, relative to the opportunity you're pursuing.
Shifts in the economy create different pockets of opportunity for different organizations. A financial advisory firm and a nonprofit fundraising team are asking fundamentally different questions about the same household data. Our Market Insights product was built around the idea of always-on total addressable market intelligence that helps executive teams understand where wealth is concentrating and where it's moving.
This is also why we keep building educational content around the hardest parts of our domain. You can browse our on-demand webinars and find sessions on wealth transfer, wealth scoring methodology, and AI-powered workflows.
The last ~18 months have been among the most exciting and consequential periods of acceleration we've seen in the data and AI space. The proliferation of AI and the emergence of MCP (Model Context Protocol) as a standard for connecting structured data to AI agents have all fundamentally changed how organizations think about data access. Organizations are thirsting for data and how it can transform their business, either by (1) inserting it into critical workstreams or (2) building AI-native workflows that need enriched data on demand, in real time, wherever the action is happening.
The result is that, while third-party data and enrichment workflows were never the hottest topics, they have been elevated to the main stage by consumers of AI.
Source: Google Ngram search trends, April 2026
We've felt this shift directly at Windfall. Over the last ~90 days, API requests to our platform have increased by over 550%. That is real demand from real customers and key partners who are building predictive AI models, event-triggered workflows, AI agents, and product experiences that require people intelligence as a live, on-demand layer.
We already connect to where our customers work and have put connecting our data to your system of record at the crux of how Windfall integrates with your data systems. Our data enrichment integrations span CRMs such as Salesforce, HubSpot, and Neon; data warehouses such as Snowflake and Redshift; and native connections with platforms such as Shopify. The Windfall Platform is designed to activate wealth screening and career intelligence directly within the tools your team already uses every day, without requiring knowledge of SQL, developing your own AI systems, or putting them into action.
But programmatic, real-time API access is not something we have released to all customers or partners; it's been limited to a smaller subset of use cases. As we talk to more and more customers about their inbound requests, it’s clear they are ready for fast access to data. That's the signal we've been watching grow, and that's what this announcement is about.
Effective today, we are opening the Windfall API to all existing customers and partners.
If the API is not currently part of your engagement, we will add it at no additional cost, with a set number of monthly credits. You won’t have to request it. API access will show up in your account, and we’ll notify you how to activate it. As mentioned, we won’t be charging for a standard set of monthly API calls. You can use those as part of your engagement with Windfall, and overages will be handled under your existing agreement at a per-additional-API-call cost.
What the API actually does:
Where it fits in your stack:
For customers who don't have a technical team, we've built this support directly into our Zendesk help center and testing environment. You can explore the API documentation, test your first call, and review integration guides without needing an engineering resource. We'll keep investing here, so please provide your feedback!
Today's post covers data enrichment services via the API: wealth, career, and household-level people intelligence. That's the foundation.
Looking ahead, we also plan to expose our predictive modeling scores on demand. That means propensity scores, lookalike model outputs, and predictive AI outputs, in real time, inside whatever system you're building. The separation between "Windfall as a CRM integration" and "Windfall as a data infrastructure layer" is dissolving on purpose.
This reflects something that we've believed since we started. Our goal was always to put the data in our customers' hands so they can actually use it. That orientation hasn't changed. Whether it's a CRM sync, a warehouse integration, or an API call from an AI agent, the goal is the same: make the most accurate, freshest people intelligence accessible to every customer, wherever it creates value.
If you're a current Windfall customer or partner:
If you're new to Windfall:
One of our company values is: We win when our customers win. Opening the API is a direct expression of this commitment.
It’s time to keep building.