Every other platform we checked treats leads as isolated records. Lead Router links them to a single person identity — leads, calls, and engagements across every vertical, resolved and deduplicated off the same person.
SHA-256
Exact match
Jaro-Winkler
Fuzzy match
Cross-partner
Dedup scope
Cross-vertical
Person view
The Basics
A person identity that ties together every touch, instead of a pile of duplicate rows.
The same person fills out three forms, calls in twice, and gets nurtured over email — and on most platforms that is six unrelated records. You cannot see that they are one person, you sell the same lead twice, and you have no history to work from. The record is the unit, and the person disappears.
Lead Router resolves records to a single person identity. Leads across verticals, inbound calls, and engagements all link to the same person, deduplication keys off that identity, and both the admin People hub and the partner-portal People tab show the person, not the scatter.
How Identity Works
Exact and fuzzy matching, household grouping, and merge — each admin-toggleable.
SHA-256 exact matching handles the clear cases. Optional fuzzy matching (Jaro-Winkler and soundex) catches typos and nicknames, and household matching groups by last name plus zip. Every layer is admin-toggleable.
A cross-vertical accordion shows every lead, call, and engagement for a person in one place. Merge collapses duplicates that resolution missed, so the person record stays clean.
Buyer-level and cross-partner deduplication use the person identity as the key. A buyer never buys the same person twice, even when the second lead comes in through a different partner or campaign.
Where You See It
Admins and partners both work from the resolved person, not from raw records.
Search and browse resolved people across every vertical. Open a person to see their leads, calls, and engagements in one accordion, and merge any duplicates resolution did not catch.
Partners see their own people in the portal, keyed off the same identity resolution. The person view is consistent whether you are the platform admin or the partner who sent the lead.
Every touch — form submission, call, message — is retained against the person, so the history is a timeline rather than a set of disconnected events you have to reassemble by hand.
Exact, fuzzy, and household matching are each switches you control. Turn fuzzy on when volume and typo rates warrant it, keep it off when you want only exact resolution — the choice is yours per deployment.
The Flow
Four steps that turn every inbound touch into part of one person identity.
Every inbound record — a form lead, an inbound call, an engagement — carries identifying fields. Instead of storing it as an isolated row, Lead Router asks whether it belongs to a person it already knows.
A SHA-256 exact match on identifying fields resolves the obvious cases. Optional fuzzy matching — Jaro-Winkler and soundex — catches near-misses like typos and nicknames, and household matching groups by last name plus zip. Each layer is admin-toggleable so you decide how aggressive resolution is.
Matched records attach to a single person identity. Leads across different verticals, calls, and engagements all hang off the same person, viewable in a cross-vertical accordion that shows the full picture instead of scattered duplicates.
Buyer-level and cross-partner deduplication use the person identity as the key, so a buyer never buys the same person twice even through a different partner. The admin People hub and the partner-portal People tab both read from the same resolved identities, backed by full engagement history.
Frequently Asked
What teams ask about person identity, matching, and deduplication.
A person identity is a single record that every lead, call, and engagement links to when it resolves to the same person. Instead of storing six unrelated rows for someone who filled out three forms and called twice, Lead Router ties them all to one person you can view and deduplicate against.
A SHA-256 exact match on identifying fields resolves the clear cases. Optional fuzzy matching using Jaro-Winkler and soundex catches typos and nicknames, and household matching groups by last name plus zip. Each layer is admin-toggleable, so you decide how aggressive resolution is.
Yes. Buyer-level and cross-partner deduplication key off the person identity. A buyer never buys the same person twice, even when the second lead arrives through a different partner or campaign, because dedup is matching people rather than raw lead rows.
Yes. Exact, fuzzy, and household matching are each admin-toggleable switches. Turn fuzzy matching on when your volume and typo rates warrant catching near-misses, or keep it off when you want only exact resolution. The configuration is yours per deployment.
In two places that read from the same resolved identities: the admin People hub, where you search and browse people across every vertical, and the partner-portal People tab, where partners see their own people. Both open into a cross-vertical accordion of leads, calls, and engagements.
You control matching aggressiveness with the admin toggles, and the cross-vertical view lets you inspect what resolved together. When resolution over-groups or misses, the merge tool lets you correct the person record directly rather than living with bad links.
See the Person
Resolve leads, calls, and engagements to a single person identity. Cross-vertical view, identity-keyed cross-partner dedup, and a People hub for admins and partners alike.
Every module included at no extra license fee.