# Verato

> Verato is a healthcare-focused identity data company that helps organizations answer a deceptively hard question: who is who? Founded in 2012 and based in McLean, Virginia, Verato pioneered Referential Matching - a technique that compares fragmented records against a proprietary reference database spanning the U.S. population with up to 30 years of historical demographic data. Its cloud platform, now sold as Verato MDM Cloud, links and cleans patient and member records across hospitals, health systems, payers, life sciences firms, and government agencies, reducing duplicate records, claims denials, and safety risks while enabling a single 360-degree view of each person.

- **Founded:** 2012
- **Headquarters:** McLean, Virginia, United States
- **Founders:** Mark LaRow (Founder (former CEO, later CTO); previously CTO of Equifax)
- **Team size:** ~170-176 employees (2024-2026)
- **Products:** Verato MDM Cloud, Verato hMDM (healthcare Master Data Management), Verato Universal MPI (UMPI), Verato Referential Matching, Identity Resolution & Verification
- **Notable:** Pioneered Referential Matching for patient identity, later awarded a U.S. patent (2024)., Verato UMPI ranked #1 enterprise master person index (EMPI) by Black Book Research., Verato hMDM named a Fierce Healthcare Innovation Awards 2025 winner.

## Products & services

- **Verato MDM Cloud** — Next-generation master data management platform that combines identity resolution and enrichment with advanced insights, identity verification, and data governance.
- **Verato hMDM (healthcare Master Data Management)** — Master data management purpose-built for healthcare, designed to replace and extend legacy EMPI systems. Named a Fierce Healthcare Innovation Awards winner in 2025.
- **Verato Universal MPI (UMPI)** — Cloud-native enterprise master person index that resolves patient and member identities across systems; ranked #1 EMPI by Black Book Research.
- **Verato Referential Matching** — Core matching technology that uses a proprietary reference database of U.S. demographic data (up to 30 years of history) as an answer key, combined with probabilistic algorithms, to overcome data errors and inconsistencies.
- **Identity Resolution & Verification** — Services that link, clean, and verify identity records in real time across healthcare, life sciences, financial services, and public sector ecosystems.

## Achievements

- Pioneered Referential Matching for patient identity, later awarded a U.S. patent (2024).
- Verato UMPI ranked #1 enterprise master person index (EMPI) by Black Book Research.
- Verato hMDM named a Fierce Healthcare Innovation Awards 2025 winner.
- Achieved HITRUST certification (2023).
- EMPI deployed by 20+ public health organizations and HIEs across the U.S.
- Revenue roughly doubled year over year to ~$35.5M in 2024.

## Latest updates

- **2025-11** — Verato hMDM named a Fierce Healthcare Innovation Awards 2025 winner.
- **2025** — Launched Verato MDM Cloud, expanding from EMPI into full cloud master data management.
- **2024** — Awarded a patent for referential matching technology; launched a Salesforce app and expanded Google partnership.
- **2024** — Reported ~$35.5M revenue, roughly double the prior year, with ~176 employees.

## Links

- Website: https://verato.com
- LinkedIn: https://www.linkedin.com/company/verato
- Twitter/X: https://twitter.com/Verato_Software
- YouTube: https://www.youtube.com/@veratohealthcare
- Facebook: https://facebook.com/VeratoSoftware/

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Profile page: https://yespress.io/verato
Published by YesPress — https://yespress.io
Last updated: 2026-07-17