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strengthen your addresses with data cleansing services


Data can lose accuracy at any stage of its life, from collection and storage, to transfer and processing. Cleansing your address data regularly will help your business highlight any discrepancies, such as movers and deceased persons.



Address & Data Cleansing Services

Utilises the extensive in-house knowledge, the latest technology and third-party data sources available to ensure address and data hygiene.


Data Sources You Can Trust

Major data sets and data sources used by Hopewiser for Movers, Goneaways, Deceased and Preference Services


You can cleanse data in three ways with Hopewiser



Simple, fast and accurate online data cleansing tool

Latest sources: PAF, Deceased, Goneaway, MPS and TPS.

User friendly wizard to guide you through.

Free summary report before deciding to pay. Price starts from £20.20.

Secure by design. Guaranteed secure data transfer and storage.



No limitations. More cost effective for large data users and high frequency cleansing. More deduplication options.

Increased abilities. Manual data cleansing options. Easy to setup as part of a larger workflow.

Bespoke. Ability to tailor the software for a more bespoke user experience.

Ideal for Sensitive Data and Compliance. Data on site.

Works On Many Platforms. Includes a Developer’s Kit.


Professional Services

Access to data consultants, product specialists, data project management, integration specialists.

Knowledge to assist/run projects to make the most of your data or help you to integrate solutions.

Bespoke service for more complex requirements including consolidation. (Single Source of Truth).

Identify data problems and match the solution to rectify the issue.

Data analysis and enrichment projects.

Accuracy: Our rules-based solutions and services intelligently assess and match each address – that’s why our accuracy is trusted by High Street Banks, Police Forces, and commercial organisations of all sizes.

Support: Support is backed by the specialists that have written much of the software in-house. This means you get access to their expertise and problem-solving capabilities.

Knowledge: We created the first address data software in 1982 and the sheer amount of data we have processed in that time sets us apart from everyone else in the market. So if we do things a little differently from others, it might be because we have information that they don’t.


It's your most valuable business asset

Address data cleansing, or data cleaning, ensures your customer data is up-to-date and compliant – and stays that way! It’s your most valuable business asset and its data quality will have a direct impact on the decisions you make and on the return you get from your marketing campaigns.

Unfortunately, the quality of your data – whether consumer or business contacts – decays rapidly from the day it is captured: people opt-out from receiving information, they move home, they change jobs, they marry and they die.

The data you hold on your customers must keep track of all these changing circumstances. This is where we can help you.

We can provide you with powerful data cleansing software and services, which utilise the latest technology and third-party data sources that ensure data hygiene.

You’ll quickly be able to identify which of your contact records are matched, duplicated, goneaway, deceased and suppressed using the most up-to-date UK databases available, including Royal Mail PAF, Deceased, Goneaway, MPS, TPS and more.

Data cleansing and data scrubbing for businesses


And why is it important?

Address & Data cleansing or data cleaning (also known as data scrubbing) is a validation process that maintains the accuracy of your customer contact database as it naturally changes over time. It’s impossible to eliminate all inaccuracies that creep into your lists, however, you can achieve a high degree of confidence by implementing a reliable data cleansing strategy and process.

By cleaning your ‘dirty’ data, you can ensure you reach the right person at the correct address and therefore maximise the return on your marketing campaigns, improve customer satisfaction, and protect your organisation’s reputation.

In fact, 42% of business decision makers state their organisation has seen the negative impact of having incorrect data with almost 20% claiming they have lost customers as a direct result1.

A word about GDPR and data accuracy…

It’s worth noting that cleaning and verifying your contact data is not just about improving the return on investment of your campaigns: it’s also an essential business practice to ensure you remain compliant with the General Data Protection Regulation (GDPR).

GDPR is well known for its principles of data protection and privacy but not widely promoted is that it also covers data accuracy. Specifically, Article 5(1) of GDPR states that the personal data your organisation holds shall be “accurate” and “kept up to date“. Furthermore that “every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay (‘accuracy’).”

An organisation cannot consistently achieve 100% accuracy with the personal data it holds, however, you must be able to demonstrate for GDPR purposes that you have at least done your best to reach 100% accuracy!

1 Data strategies needed to future-proof business

How can you audit the quality of your data?

If you’re unsure about the accuracy of your customer data and if it’s compliant, the good news is that completing an audit to find out is straightforward.

And, with Hopewiser, you can get a data-quality audit completely free!

Register now and you’ll have access to our cloud data-cleansing service; just upload your list and let our system validate a sample of your data against essential data sources including the latest Postcode Address File (PAF), Deceased, Goneaway, Suppression, MPS and TPS data sets.

There’s no obligation to purchase and no payment or credit card required to audit your data. The data quality report is completely free and yours to keep!

And, if you do decide to cleanse all your data with our cloud service, our “pay-as-you-go” model means no wastage – you only pay for what you need.

Watch the video and see how easy it is
to get your FREE data quality audit


What are the essential steps needed to clean your data?

With the data-quality audit completed, you’ll know the extent of any issues you have. The next part of the process is to clean the data so it’s ready to be used.

Broadly, the data cleansing steps include:

  1. Address Matching. Matching addresses using rules-based logic is the most accurate approach and one that is trusted by Buildings Societies, Insurance Companies and the Police. This type of approach means every element of an address, from mis-spellings to colloquialisms, is considered and understood. If an exact match is not possible, a rules-based approach can break down each element and intelligently assess it ready for deduplication and suppression.
  2. Deduplication. Duplicate contact records are wasteful, costly and bad for your brand and so removing duplicates is essential. All data cleansing tools must look beyond simple exact matching to include records that are close matches too.
  3. Suppression. Sending communications to people who have specifically requested not to receive any from your organisation should be the fear of anyone mindful of GDPR penalties! There are also many examples of bad publicity arising when family members complain that their deceased relative received a communication from an organisation that had not screened their data appropriately. Therefore, suppression needs to flag contacts who are dead, no longer at an address or who have opted-out via a preference service
  4. Mover identification. The third step helps you keep track of contacts who may not have informed you of their change of address and update their details accordingly.

Data cleansing software achieves the above steps by cross-matching your contact database against a wide range of trusted ‘clean’ data sources. These trusted data sources typically include the Royal Mail Postcode Address File (PAF), the Mailing Preference Service (MPS) plus various lists of suppressions, goneaways and deceased.


Case Study

Tech Concept - BAME Leaders in Tech Blog

Address Cleanse Case Study

Here we look at recent online data cleansing projects for two companies that had unreliable records in their databases. Each company wanted to check their data against multiple suppression files such as movers and deceased as well as flagging those records that had activated mailing and telephone preference services.

On a daily basis, an average of 9,590 households move, 1,496 people get married, and 1,500 people die. All of these events had affected the reliability of their data. Both companies involved knew the value of cleansing their data regularly and needed to highlight any discrepancies.