How Fideo built its winning go-to-market with Liminal intelligence

Entering an identity and fraud market this crowded takes more than great technology. It takes conviction about where the opportunity actually is. In early 2022, Fideo needed answers to foundational questions: which identity and fraud markets represented the greatest opportunity, where to position against established competitors, which customer use cases were underserved, and which buyers and verticals to prioritize.

Relying on fragmented reports or internal assumptions meant risking years of product and go-to-market investment on guesswork.

Fideo engaged Liminal for a strategy engagement that went well beyond traditional market research: comprehensive market analysis across identity resolution, verification, and fraud prevention, competitive benchmarking, market sizing and forecasts, target use case development, and a curated list of priority buyers and accounts. Executive strategy sessions helped establish positioning, messaging, and roadmap priorities that still influence Fideo's business today, including the expansion into products like Verify and Lens.

The relationship then expanded from strategic planning to daily execution. Today, Liminal is embedded in Fideo's go-to-market organization through Command and GTM. Executives, sales leaders, and account executives use the platform daily. The product team uses Command for competitive analysis and feature selection, while the commercial team runs on Game Plans, Battlecards, and Campaigns, preparing for customer meetings and staying current on market movements instead of manually collecting information from dozens of sources. Beyond day-to-day execution, the intelligence has helped leadership communicate a clearer vision internally and externally.

"Liminal is a valued partner and provides access to market definitions, category research, company intelligence, and demo videos that are extremely useful. The depth of research is valuable, especially in a trust-sensitive sector that is changing quickly."
— Christopher Harrison, CEO, Fideo Intelligence

The partnership is still evolving. Fideo's next ambition is to embed trusted intelligence directly into the AI-powered workflows its sales, marketing, and customer success teams use every day. Because that intelligence is grounded in Liminal's research, Fideo sees Liminal being the trusted layer powering AI agents across its revenue organization, rather than relying solely on general-purpose large language models.

Harrison's advice to business leaders building in identity or fraud is blunt: "You will spin your wheels trying to build out your own assessment of the marketplace and you will still fall short of the depth Liminal can provide out of the box."