DemandTools Customer Reviews 2026 | Data Quality

What is DemandTools?

DemandTools from Validity, is the secure data quality platform that enables organizations to clean and manage Salesforce data in less time, enabling everyone to do their jobs more effectively, efficiently, and profitably. Manage your data – duplicates, standardization, record reassignments, lead processing, and more – in record time and deliver high-quality data across your business.

Company Details

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Awards & Recognition

DemandTools won the following awards in the Data Quality category

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3 Top Rated Capabilities

6 Top Rated Features

Latest Award, 2026

1 Top Rated Capabilities

5 Top Rated Features

2025

1 Top Rated Capabilities

7 Top Rated Features

2024

Service Experience
Product Impact

2023

0 Top Rated Capabilities

4 Top Rated Features

2023

1 Top Rated Capabilities

8 Top Rated Features

2022

DemandTools Ratings

Real user data aggregated to summarize the product performance and customer experience.
Download the entire Product Scorecard to access more information on DemandTools.

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

88 Likeliness to Recommend

2
Since last award

90 Plan to Renew

8
Since last award

84 Satisfaction of Cost Relative to Value

3
Since last award

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Emotional Footprint Overview

Product scores listed below represent current data. This may be different from data contained in reports and awards, which express data as of their publication date.

+87 Net Emotional Footprint

The emotional sentiment held by end users of the software based on their experience with the vendor. Responses are captured on an eight-point scale.

How much do users love DemandTools?

0% Negative

9% Neutral

91% Positive

Pros

Saves Time
Respectful
Appreciates Incumbent Status
Trustworthy

Feature Ratings

Average 86

Data Standardisation

100

Security and Access Control

100

Automated Data Quality Remediation

92

Metadata Management

92

Root Cause Analysis

92

Data Matching

90

Record Deduplication

89

Data Cleansing

88

Data Profiling

87

Data Quality Workflow Management

86

APIs and Integration

83

Vendor Capability Ratings

Average 81

Quality of Features

89

Business Value Created

89

Breadth of Features

87

Ease of Implementation

86

Ease of IT Administration

83

Ease of Data Integration

80

Availability and Quality of Training

80

Vendor Support

79

Product Strategy and Rate of Improvement

79

Ease of Customization

77

Usability and Intuitiveness

69

DemandTools Reviews

George S.

Role: Operations
Industry: Technology
Involvement: IT Development, Integration, and Administration

Validated Review

Verified Reviewer

Submitted Sep 2026

Great tool, but has been replaced by Claude

Likeliness to Recommend

7 /10

What differentiates DemandTools from other similar products?

Demand tools is differentiated from other products in that it has the ability to set rules-based and survivor-based rules and data quality at a very granular level. It's been very powerful; however, with generative AI, I'm able to set automations up quicker and more effectively using Claude.

What is your favorite aspect of this product?

Survival rules for data deduplication are by far my favourite aspect of the product.

What do you dislike most about this product?

No LLM integration it would be great if we could integrate it with Claude and set up rules quickly via Claude, rather than having to click through the UI.

What recommendations would you give to someone considering this product?

It's a good product, but a little antiquated with the rise of AI.

Pros

Reliable
Trustworthy
Efficient Service
Effective Service

Cons

Slower Product Innovation
Less Productive
Less Performance Enhancing

Aline P.

Role: Operations
Industry: Other
Involvement: Business Leader or Manager

Validated Review

Verified Reviewer

Submitted Oct 2025

a tool i bring to every company i go

Likeliness to Recommend

9 /10

What differentiates DemandTools from other similar products?

great salesforce integration

What is your favorite aspect of this product?

everything

What do you dislike most about this product?

not sure -

What recommendations would you give to someone considering this product?

give it a try

Pros

Helps Innovate
Reliable
Trustworthy
Unique Features

Jordan T.

Role: Information Technology
Industry: Technology
Involvement: IT Development, Integration, and Administration

Validated Review

Verified Reviewer

Submitted Sep 2024

New UI, (more or less) same ol' DemandTools!

Likeliness to Recommend

9 /10

What differentiates DemandTools from other similar products?

DemandTools' feature rich product makes it one of the best declarative ETL tools that I've used. There are other ones that are snappier, but they lack the relatively intuitive UI. Specifically all of the advanced matching options available in the Match module (formerly find/report IDs) make this a very strong product. Also, now scenarios are cloud based which is fantastic for jobs that multiple team members do or jobs that happen in a Sandbox environment that need to be tested before being moved to Prod.

What is your favorite aspect of this product?

Before the UI redesign, the entire PowerGrid module was my favorite aspect of the product. However in the UI redesign I like that you can very easily switch between instances or Orgs, this is great for our particular work as we often work out of a Developer Sandbox, then a Full Copy Sandbox then finally work is deployed to a Production environment. Being able to switch between those environments, and also share scenarios between those environments has been a life-saver in more than a few occasions.

What do you dislike most about this product?

I miss PowerGrid. I think that the new UI is better visually, but it comes at the cost of some really great features in the older (and uglier) 2.91 version. In addition to changing the names of the modules (requiring veteran users to re-learn a few core features) the new UI struggles quite a bit with being intuitive to use. There are more than a few baffling design choices, where it's difficult to find specific features that were very easy to find before. Also PowerGrid or some functional alternative I've been unable to find.

What recommendations would you give to someone considering this product?

It's not a bad tool, even with the new UI. It takes some getting used to, especially if you're unfamiliar with data management. If you are familiar with it, give it a shot, and try out a demo!

Pros

Performance Enhancing
Includes Product Enhancements
Helps Innovate
Reliable

Cons

Less Effective Service
Security Frustrates

DemandTools

What is DemandTools?

Company Details

Need Assistance?

Awards & Recognition

DemandTools Ratings

88 Likeliness to Recommend

2 Since last award

90 Plan to Renew

8 Since last award

84 Satisfaction of Cost Relative to Value

3 Since last award

Emotional Footprint Overview

+87 Net Emotional Footprint

How much do users love DemandTools?

Pros

Feature Ratings Average rating of all product features, some of which may not be shown below

Data Standardisation Enforcement of consistent formats, naming conventions, codes, and taxonomies. Includes parsing, lookup-based standardisation, and industry compliance.

Security and Access Control Controls access to data quality processes and sensitive data through role-based permissions, masking, encryption, segregation of duties, and auditing for teams.

Automated Data Quality Remediation Automated correction of quality issues using rules, policies, and machine learning, plus approval workflows, with scheduled or event-driven remediation support.

Metadata Management Captures, organizes, and maintains information about data assets, including their definitions, lineage, ownership, and usage.

Root Cause Analysis Visual mapping of data flows from source to consumption showing transformations and dependencies. Enables root-cause analysis and impact assessment.

Data Matching Includes fuzzy matching, data comparison, and data merging.

Record Deduplication Identity resolution is the process of linking various records and is the main engine for record deduplication, which can enable some aspects of data cleansing.

Data Cleansing Includes data auditing, workflow specification, post-processing, and controlling, such as address standardization and the correction of known invalid values.

Data Profiling Includes statistical analysis of data values to evaluate the frequency, distribution and completeness of data.

Data Quality Workflow Management Manages and automates data quality tasks, approvals, issue resolution, and stewardship activities across the organization.

APIs and Integration Provides APIs and integration capabilities to connect data quality processes with enterprise applications, data platforms, and workflows.

Vendor Capability Ratings Average rating of all vendor capabilities, some of which may not be shown below

Quality of Features Feature quality is just as important as quantity. Use this data to determine if this product will do what you're purchasing it to do, easily, intuitively, reliably, and effectively.

Business Value Created Software needs to create value for employees, customers, partners, and, ultimately, shareholders. This data expresses user satisfaction - or lack thereof - with the product's business value.

Breadth of Features Users prefer feature rich software that enables them to perform diverse series of tasks. This data expresses user satisfaction with the product's breadth of features.

Ease of Implementation Successfully implementing new software is necessary to realize its full value and promote end user adoption. This data indicates whether or not the product is easy to implement.

Ease of IT Administration This data indicates whether IT personnel will be able to resolve issues and perform configurations efficiently and effectively.

Ease of Data Integration Use this data to determine whether the product will cause headaches or make data integration easy.

Availability and Quality of Training Effective and readily available training enables users to get the most out of the software you've chosen. Use this section to make sure your vendor's training programs and materials measure up.

Vendor Support The importance of vendor support will vary for each organization depending on internal capabilities, but there will always be issues that only the vendor can resolve.

Product Strategy and Rate of Improvement Vendors who don't stay on top of emerging needs and trends won't enable you to meet your business goals. Use this data to separate innovators from imposters.

Ease of Customization Don't get bogged down in a difficult customization; use this data to make sure you can easily achieve the functionality you need for your particular situation.

Usability and Intuitiveness End user learning curves cost the organization money. Pay attention to your end users' technical ability to determine how important UX is in your purchase.

DemandTools Reviews

George S.

Great tool, but has been replaced by Claude

Likeliness to Recommend

Pros

Cons

Aline P.

a tool i bring to every company i go

Likeliness to Recommend

Pros

Jordan T.

New UI, (more or less) same ol' DemandTools!

Likeliness to Recommend

Pros

Cons

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2
Since last award

8
Since last award

3
Since last award

Feature Ratings

Data Standardisation

Security and Access Control

Automated Data Quality Remediation

Metadata Management

Root Cause Analysis

Data Matching

Record Deduplication

Data Cleansing

Data Profiling

Data Quality Workflow Management

APIs and Integration

Vendor Capability Ratings

Quality of Features

Business Value Created

Breadth of Features

Ease of Implementation

Ease of IT Administration

Ease of Data Integration

Availability and Quality of Training

Vendor Support

Product Strategy and Rate of Improvement

Ease of Customization

Usability and Intuitiveness