Business Entities
When Revenue Shifts, You Need to Know Which Accounts Are Responsible.
Not segments. Not aggregates. Specific accounts. Fig connects your metrics directly to the customers, products, and regions behind them — so that when a number moves, you know exactly who to call, what to prioritize, and where to focus.
The Business Objects Your Decisions Are Actually About
Fig models the four types of entities that drive real business outcomes — each one unified across every system you use, so you never lose a customer between platforms.
Accounts
Resolved across Salesforce, Stripe, HubSpot, and billing systems. One single unified record per customer, regardless of how many systems they appear in.
Contacts
Individuals linked to accounts, with their interaction history and signals.
Products
SKUs, plans, and product lines — connected to the revenue and retention metrics they drive.
Regions & Segments
Geographic and firmographic groupings — resolved consistently across every data source.
Same Company, Three Different Names Across Your Systems. Fig Recognizes Them as One.
The "which version of this account is the real one?" conversation wastes time before every analysis. Fig ends it.
Fig automatically recognizes when the same company appears under slightly different names across your systems. “Acme Corp” in Salesforce, “ACME Corporation” in Stripe, and “Acme” in HubSpot — Fig recognizes them as one account and unifies all their data automatically. So that you analyze the whole picture, not disconnected fragments.
The result: one unified account that brings together their revenue from Stripe, their deal stage from Salesforce, their engagement score from HubSpot, and their support history — all in one place. So that every analysis starts with the complete picture, not whatever data happened to be in the right system.
You stay in control. Fig shows you which records were matched and how confident it is. You can review any match, override it, or split records when the situation calls for a human judgment call. So that the unified view is always one you trust.
Before Fig
After Fig
Acme — one unified Account
MRR · Stage · Engagement · Support volume — unified
Entities Connected to Decisions
When your metrics move, Fig tells you exactly which entities are responsible — and what to do about them.
“APAC revenue is down 8% this week. Which accounts are driving it?”
Fig’s output
Fig surfaces the 7 accounts that account for 80% of the decline, their MRR, their signal score, and their assigned owner.
“Our churn Flow fired. Who should CS call first?”
Fig’s output
Fig's Act step outputs a ranked entity list — accounts sorted by risk score, with contact details and recent signal history.
“Which product line has the worst retention in the SMB segment?”
Fig’s output
Entity relationships connect product to segment to retention metric — answered in one query, not three dashboards.
Explore the Platform
Metric Relationship Tree
Causal map of what drives what in your business
Learn moreMetric Definitions
Versioned, approved metrics for every agent and team
Learn moreBusiness Policies & Rules
Your business logic enforced on every query
Learn moreFlows
Signal → Decide → Act automated end-to-end
Learn moreMonitoring
24/7 anomaly detection with automatic root cause
Learn moreDecision Algorithms
12 built-in algorithms for governed analysis
Learn moreRoot Cause Analysis
Automated causal chain tracing
Learn moreIn-Memory Cache
Reduce warehouse costs, sub-second answers
Learn moreKnow Which Accounts Are Behind Every Number.
Connect your data sources and let Fig resolve your business entities automatically — so every analysis is grounded in the specific accounts, products, and customers that matter.