Was your data in the DemandScience by Pure Incubation breach?
Check whether your email address was in it
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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 record from Have I Been Pwned, CC BY 4.0. 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.
- Home addresses
Get your address removed from data brokers — they re-list roughly every four months, so this needs repeating. - Phone numbers
Move two-factor authentication off SMS to an authenticator app or passkey, and add a port-out PIN with your mobile provider. - Names and usernames
Search your usual username to see what else it exposes, and use distinct handles for sensitive accounts. - Email addresses
Treat any message referencing this service with suspicion, and never act on links in unexpected emails. - Confirm you were actually in it
Run a free scan 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
What data was exposed in the DemandScience by Pure Incubation breach?
The DemandScience by Pure Incubation breach exposed home addresses, phone numbers, names and usernames, email addresses. Home addresses feed people-search and data-broker sites, which republish them publicly. They also make phishing far more convincing and, in the worst cases, enable real-world harassment.
How many people were affected by the DemandScience by Pure Incubation breach?
Around 121,796,165 accounts were exposed, making it one of the largest breaches ever recorded.
What should I do if I had a DemandScience by Pure Incubation account?
Get your address removed from data brokers — they re-list roughly every four months, so this needs repeating. You can check whether your own email appears in this breach with a free Nullivo scan — no password required.
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.