Dun & Bradstreet Credibility Corp

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Dun & Bradstreet Credibility Corp
Founded Malibu, California 2010
Headquarters Malibu, California, U.S.
Key people
Jeff Stibel, Chairman & CEO.
Products Business information, services,
Website www.dandb.com

Dun & Bradstreet Credibility Corp is a privately held company headquartered in Malibu, California, USA that provides credit and credibility solutions for businesses throughout the U.S. and Canada. The company was formed in July 2010 when it acquired the North American Credit-on-Self division, also known as the Self Awareness Solutions (SAS) operating unit, of Dun & Bradstreet[1] after raising approximately $200M from Great Hill Partners.[2] Internet entrepreneur Jeff Stibel is the chairman and CEO.[3][4]


In 2010, Dun and Bradstreet, formed in 1841, spun off assets that merged with newly created Credibility Solutions to form Dun & Bradstreet Credibility Corp., an independent company focused on credit and credibility solutions for small businesses. The company has grown from 8 employees to over 600 since becoming an independent entity in 2010. Dun & Bradstreet said Dun & Bradstreet Credibility Corp. is a 'separate legal entity' that pays D&B royalties for certain intellectual-property rights. These include "a perpetual license to use the D&B brand".[5][6]

In four years, Dun & Bradstreet Credibility Corp. has grown drastically, earning many awards including the "Best Places to Work" award for both their Los Angeles office for three consecutive years [7][8][9] and Bethlehem office,[10] 2 Small Business Champion award [11][12] and an EY Emerging Entrepreneur of the Year award[13] for their CEO, Jeff Stibel.

In 2012, it launched an advocacy initiative, Access to Capital, designed to help business owners understand the type of loans available and which may be right for their business. This initiative also included a widely quoted quarterly survey[14] produced with Pepperdine University [15] and a series of education and matchmaking events across the country.[16] Also in 2012, the company launched its innovative 529 education savings plan initiative with a multiple match,[17] which was discussed within the Wall Street Journal[18] the New York Times[19] and US News.[20] Dun & Bradstreet Credibility Corp., through this EdAhead initiative, donated $150,000 to the Santa Monica-Malibu school district in 2013,[21] as well as additional amounts to school districts in Bethlehem,[22] Tucson[23] and Guilford County.[24]

On February 21, 2014, Dun & Bradstreet Credibility Corp. filed suit in New York State Supreme Court over the contentious relationship that exists between them and D&B. Dun & Bradstreet Credibility Corp. alleges that D&B is sabotaging the relationship because they are not happy with what Dun & Bradstreet Credibility. is doing with the D&B trademark, believe the royalties to be too low, and were upset by an unsolicited offer for Dun & Bradstreet Credibility Corp. to acquire D&B. The private offer was rejected without presenting it to shareholders. The case is Dun & Bradstreet Credibility Corp. v. Dun & Bradstreet Inc., 650568/2014, New York State Supreme Court, New York County.

Products and Services[edit]

Dun & Bradstreet Credibility Corp products and services[25] include the DUNSFile, which establishes a business’s DUNS number and basic credit file, CreditBuilder, which helps businesses monitor and build their credit file, giving them full access to the D&B scores and reports, and the ability to submit trade references to D&B for its acceptance and approval, CreditAdvisor, which allows the businesses to see other companies' reports and receive email alerts when competitors’ scores or ratings change, Credibility Review, which allows businesses to take control of their online presence and CreditSignal, a free product offering which provides companies with alerts, informing them of changes in their D&B credit scores and ratings.

Failure wall[edit]

The company maintains a "failure wall" to acknowledge and learn from company and employee mistakes and failures.[26] The failure wall first came about when Stibel had the idea to create a wall on which employees, himself included, would be able to write out a failure they had experienced.[27][28]


The company had received some complaints from small businesses for their high pressure sales tactics[29] including three businesses who raised questions about where the company was unfairly preying on their anxieties. [6] This matter is now the subject of a lawsuit.[30]

Attempted acquisition of Dun & Bradstreet[edit]

In 2013, Dun & Bradstreet Credibility Corp. and “two of the world’s largest private equity firms” proposed to acquire Dun & Bradstreet Inc. for a price ranging from $115 to $125 a share. Dun & Bradstreet Inc. rejected the offer, and the parties are now in litigation in New York.[31]


  1. ^ "Dun & Bradstreet Credibility Corp. Announces $100M Strategic Acquisition; Company Secures $100M of Additional Financing". MarketWire. Retrieved July 29, 2010. 
  2. ^ "Interview with Jeffrey Stibel, Dun & Bradstreet Credibility Corp.". SoCalTech. 
  3. ^ "Remaking Dun & Bradstreet for the Internet Age". Business Week. 
  4. ^ "Management Team". Company Website. 
  5. ^ "Company History". Dun and Bradstreet Credibility Corp. 
  6. ^ a b Lublin, Joann S. and Loten, Angus (June 20, 2013). "Small Businesses Seethe at Credit Service Using Dun & Bradstreet Name". Wall Street Journal. 
  7. ^ "2012 Best Places to Work". Los Angeles Business Journal. 
  8. ^ "2013 Best Places to Work". Los Angeles Business Journal. 
  9. ^ "Dun & Bradstreet Credibility Corp. Named as One of the 2014 Best Places to Work in Los Angeles for Third Consecutive Year = BusinessWire". 
  10. ^ "The Morning Call Top Workplaces 2014". The Morning Call. 
  11. ^ "Small Business Influencers 2011 Awards: Announcing Final Results". Small Business Trends. 
  12. ^ "Dun & Bradstreet Credibility Corp". Small Business Trends. 
  13. ^ "Congratulations to the 2013 Award Recipients!". EY. 
  14. ^ "Report: 57% of Calif. firms lack money to grow". Orange County Register. 
  15. ^ "Dun & Bradstreet Credibility Corp. and Pepperdine Private Capital Access (PCA)". Pepperdine University. 
  16. ^ "Access to Capital Events". Dun & Bradstreet Credibility Corp. 
  17. ^ "Introducing EdAhead, the First Employer-Matched Education Savings Plan, Ever". Dun & Bradstreet Credibility Corp. 
  18. ^ "Employer Help on a 529 College Savings Plan?". Wall Street Journal. 
  19. ^ "A Company Match for College Savings". New York Times. 
  20. ^ "Boost 529 Plans Through Employer Contribution Programs". US News & World Report. 
  21. ^ "Dun & Bradstreet Credibility Corp. Launch First EdAhead Donations For SMMEF". Santa Monica Mirror. 
  22. ^ "Bethlehem Area School District gifted $30,000 to boost science curriculum". Lehigh Valley Live. 
  23. ^ "TUSD seeks help raising $10,000 for science, math programs". Arizona Daily Star. 
  24. ^ "Guilford County Schools to get donations from company's new education benefit". Triad Business Journal. 
  25. ^ "Products". Company Website. 
  26. ^ "Malibu firm's Failure Wall lets workers earn from their mistakes". The Los Angeles Times. 
  27. ^ "How One CEO Created a "Failure Wall" to Build a Tolerance for Failure Within His Organization". Mathew S. Hunt. 
  28. ^ "Failure Wall". HuffingtonPost.com. 
  29. ^ Said, Carolyn (September 13, 2012). "DBCC high-pressure tactics generate complaints". San Francisco Chronicle. 
  30. ^ Loten, Angus and Lublin, Joann (January 20, 2014). "Credit Monitor's Hard Sell Under Scrutiny". Wall Street Journal. 
  31. ^ Dolmetsch, Chris (February 21, 2014). "Dun & Bradstreet Sued Over Sale of Credit-Monitor Firm". Bloomberg. 

External links[edit]