Stored, or scored: how Halia compares to Altrata's Salesforce app
Altrata pours executive and wealth data into your CRM and keeps it current. Halia scores your buyers in memory and keeps nothing. Which you want depends on the job.
Altrata has put its data into Salesforce. Wealth-X, WealthEngine, BoardEx, and RelSci, the datasets behind much of the wealth-screening world, now arrive as one standardised feed inside the CRM, matched to your records and refreshed automatically. It is a serious piece of infrastructure. It also answers a different question from the one a luxury house asks at the counter.
Relationship intelligence, or a buyer in your book
Altrata is built for reaching executives and organisations: the board member to warm up before a raise, the C-suite name behind an account, the decision-maker a search firm needs to place. Its heritage is dealmaking, fundraising, executive search, and account-based marketing, work where knowing who sits where, and who knows whom, is the whole advantage.
Halia is built for a quieter figure: the high-net-worth private client already buying from you. Not a prospect to source from a database, but the person who placed a modest first order last week and, once recognised and looked after, becomes a material share of your year. Altrata helps you find someone out in the world and open a door. Halia helps you notice someone already inside it.
Both are real jobs, and they rarely overlap. A wealth-screening feed points a sales or development team at named individuals to pursue. A clienteling engine tells a boutique which of today's buyers deserves a personal note this afternoon.
Where the data lives, and whether it stays
The Altrata app works by enrichment: it matches your Salesforce contacts and accounts to its datasets, writes the detail onto the record, and keeps it current with automated updates. The value is a CRM that stays populated and clean. The trade-off is built into the design: you are accumulating a retained store of third-party data about individuals, and committing to keep it fresh indefinitely.
Halia is built the other way around. Each customer is scored in memory, in the moment, from open reference data held offline, and then let go. No enriched profile is written into your systems, and nothing about a customer is kept once the score is shown. For a house that would rather hold intelligence than an inventory of personal data, that is the point rather than a footnote.
Enterprise CRM, or the tools your floor already uses
Altrata's app assumes Salesforce: an enterprise CRM, a data operation, and a team whose day runs through it. Halia assumes a shop. It grades every customer from A* to C, estimates the latent value behind a small order, and hands your clienteling team a specific move inside the tools they already open, Shopify and the inbox, with no data warehouse to feed.
What it means in the EU
Enriching customer records with retained wealth data, and keeping it updated, is a posture that draws hard questions from a European regulator. Halia's answer is architectural: because it retains nothing, there is no store to disclose, minimise, or delete on request. Zero retention is a position you can stand behind, rather than a box you tick.
| Halia | Altrata in Salesforce | |
|---|---|---|
| Who it surfaces | High-net-worth private clients in your book | Executives, boards & organisations |
| What you do with it | Grow revenue & lifetime value from existing buyers | Source, verify & connect with named people |
| How it delivers | A live score, in memory | Enriched records inside the CRM |
| Customer data retention | None: scored, then released | Retained & automatically updated |
| Where it runs | Shopify & the tools you already use | Salesforce |
| EU / GDPR fit | Serviceable by architecture | US-based wealth data |
| Market focus | Luxury & premium retail | Dealmaking, fundraising, executive search |
Altrata product details are drawn from Altrata's public Salesforce-app and product pages, current as of writing. Altrata is a substantial, capable platform; the comparison is about fit, not merit.
When each one fits
If your next move is a capital raise, an acquisition, a placement, or a programme aimed at named executives, Altrata's breadth is hard to match, and having it live in Salesforce is a genuine advantage.
If you run a luxury or premium house and your growth comes from recognising the wealthy buyer hiding behind a quiet first order, then looking after them for years, Halia is built for exactly that, and it does the job without keeping a single customer record.