Record Freshness
Record freshness measures how recently a record’s critical fields were verified or updated to reflect current reality.
Allocator relevance: Freshness is a trust filter—stale records cause misrouting, failed outreach, and reputational damage.
Expanded Definition
Freshness should be field-level where possible (contacts, roles, mandate) because a profile can be “recently updated” while key decision-maker data is still outdated. Freshness is especially important for family offices and advisory platforms because roles and structures change frequently and public footprints can lag.
Freshness pairs naturally with last verified and verification status to tell users what is safe to act on.
How It Works in Practice
Platforms define refresh cadences, run change detection, trigger re-verification, and expose freshness filters. Users prioritize targets with high freshness for outreach and diligence.
Decision Authority and Governance
Governance defines decay rules (when fields become stale), refresh priorities, and how evidence updates are recorded. Consistent policies prevent “freshness theater.”
Common Misconceptions
- Freshness equals accuracy.
- A profile-level timestamp is sufficient.
- Freshness doesn’t matter if you personalize well.
Key Takeaways
- Field-level freshness is the gold standard.
- Freshness protects actionability and reputation.
- Pair freshness with confidence and verification signals.