Persona Help Center
Overview
Persona offers multiple matching frameworks inside the Business Registry Verification. These frameworks can be leveraged in different ways or in different use-cases to help increase match rates, while preserving accuracy. The combination of these frameworks is known as Contextual Matching.
Contextual Matching
The BRV offers different main matching systems:
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Default matching: generalized match groups used for all countries that are intended to be highly strict and defensible
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Rules-Based Match Groups: A set of rules defined on a per-country basis, based on extensive research on businesses in those countries
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AI-Powered Matching: A matching system that uses LLMs to evaluate business information and determine matches
The combination of of these frameworks is known as our Contextual Matching system. By default, AI-powered matching is used as a fallback for rules-based matching and default matching.
In early testing, we saw Contextual Matching (Rules-based Match Group with fallback to AI-Powered matching) improve match rates for legitimate businesses by up to 55% compared to standard matching frameworks.
Availability of matching frameworks
The Business Registry Verification offers AI-powered matching for all countries the BRV covers and offers country-specific match groups for select countries. Coverage is labelled as follows for each country the Business Registry Verification covers
| Category | Generally Available | Provisionally Available |
|---|---|---|
| Definition | Countries released by Persona with an expectation of data and match quality. | Countries that can be offered to customers, but with no guarantees on performance. |
| Matching waterfall | Default, country-specific match groups (if available), AI matching. | Default, AI matching. |
Country-based Match Groups
Our rules-based matching system is based on explicitly defined criteria for each attribute of a business (business name, registration number, street, city, etc.) to determine matches. We’ve defined these rules on a per-country basis by doing research into specific countries and the business registry information available in that country. For example, we’ve meticulously researched businesses in the EU, identified what legal elements can be found in business names, and created rules to account for the presence or absence of these legal elements.
This matching system is deterministic and explainable. For any inputted business information, Persona will always arrive at the same decision and clearly explain how that decision was made by looking at the rules that were encoded. Persona's rules-based matching system excels at matching businesses in countries where business registry information is well-organized and reliable.
AI-powered Matching
Persona' AI-powered matching system uses LLMs (large language models) for matching business information. While our rules-based match groups examine the attributes of each field via string similarity, our AI-powered matching system looks at each attribute holistically. This approach allows LLMs to apply their built-in understanding of natural language and context to interpret the business information and determine matches.
The benefit of using AI-powered matching is that it is able to find matches where our rules-based match groups might not. For example, we’ve seen our AI-powered matching system account for typos from users, determine a match when users abbreviate part of their business name, and even determine a match when users enter business information in their country’s native language, but our vendors store the business information in English.
The match requirements for AI-powered matching can be configured with your Post-Sales team but are not available for self-service editing. By default, Persona has defined a match that leverages AI-powered matching as:
- Full business name match + partial registration number
- Full business name match + partial business address
- Partial business name + full registration number
- Partial business name + full business address
Interpreting AI-powered Matching
BRVs that run with AI-powered matching will offer a view similar to match groups. Across each of the properties, you can see the matched record, match result, and a natural language analysis of the match result.
Accessing new matching frameworks
Customers by default will have Persona-managed match groups, which enables them to always receive the “latest and greatest” matching frameworks as they are released by the Persona KYB team. Editing of match groups under Identity Comparison check is disabled if this feature is turned on.
If you would like to disable Persona-managed match groups, please reach out to your Persona team.