Was your data in the DemandScience by Pure Incubation breach?

DemandScience by Pure Incubation (demandscience.com) suffered a data breach in 2024 that exposed around 121,796,165 accounts. If you had an account, some of your personal data may be circulating in leaked databases. The fastest way to know is to check your own email — free, in about 30 seconds, no password required.

What happened

In early 2024, a large corpus of data from DemandScience (a company owned by Pure Incubation), appeared for sale on a popular hacking forum. Later attributed to a leak from a decommissioned legacy system, the breach contained extensive data that was largely business contact information aggregated from public sources. Specifically, the data included 122M unique corporate email addresses, physical addresses, phone numbers, employers and job titles. It also included names and for many individuals, a link to their LinkedIn profile.

Breach details sourced from Have I Been Pwned, the industry-standard breach database. Risk analysis by Nullivo.

What was exposed, and why it matters

Not all breaches carry the same risk — what matters is which fields leaked. Here is what the DemandScience by Pure Incubation breach exposed and what each item actually enables:

Also listed in this breach: Email addresses, Employers, Job titles, Names, Phone numbers, Physical addresses, Social media profiles.

What to do if you were affected

These steps are ordered for this specific breach — the most urgent action given what leaked comes first.

1. Home addresses: Get your address removed from data brokers — they re-list roughly every four months, so this needs repeating.
2. Phone numbers: Move two-factor authentication off SMS to an authenticator app or passkey, and add a port-out PIN with your mobile provider.
3. Names and usernames: Search your usual username to see what else it exposes, and use distinct handles for sensitive accounts.
4. Email addresses: Treat any message referencing this service with suspicion, and never act on links in unexpected emails.
5. Check whether your own email appears in this breach — run a free scan to confirm before you spend time on the steps above.

This breach put your details on data-broker sites

Because DemandScience by Pure Incubation exposed home addresses, this is one of the breaches that feeds people-search and data-broker sites. Those sites scrape leaked databases, combine them with public records, and republish the result as a searchable profile — which is how a single breach turns into a permanent public listing. Removal works, but brokers typically re-list within about four months, so it has to be repeated.

See our broker-by-broker removal guides →

How urgent is this now?

This data has been circulating for around 2 years, which means it has been copied, combined with other leaks and indexed by search tools many times over.

Remember: a breach can't be "un-leaked" — once a database is out, it exists in countless copies. The goal is to make the leaked data useless: change what can be changed, lock down what can't, and remove what has been republished.

Frequently asked questions

Breaches that exposed similar data

If the DemandScience by Pure Incubation breach affected you, these breaches exposed comparable information — worth checking too, since leaked datasets are routinely combined.

• Was your data in the Adapt breach? (2018, ~9,363,740 accounts)
• Was your data in the Sysco breach? (2026, ~2,691,852 accounts)
• Was your data in the Covve breach? (2020, ~22,802,117 accounts)
• Was your data in the Marcus & Millichap breach? (2026, ~1,837,078 accounts)
• Was your data in the Betterment breach? (2026, ~1,435,174 accounts)
• Was your data in the Udemy breach? (2026, ~1,401,259 accounts)

See all breaches we cover →