Learning from Marty McFly: Fixing bad data ripple effects

OREM, UT, April 2025—Today, RetailTech Breakthrough Awards announced that Smarty won the “Location Analytics Solution of the Year” award. This is a big win for Smarty because we know that means we’re helping customers just like you achieve pristine address data solutions. YAY!Smarty has been named the "Location Analytics Solution of the Year" by the RetailTech Breakthrough Awards! This prestigious award recognizes top innovators in retail technology, with thousands of nominations from companies worldwide.

Healthcare fraud isn’t just an occasional headache—it’s a $20 billion-a-year black hole draining financial institutions. And that’s just the fraud we know about. As healthcare systems become more complex, fraudsters are also getting smarter, faster, and more creative at exploiting vulnerabilities, especially in address verification. The healthcare industry is an easy target. Medical data can be more valuable than credit card numbers, billing systems are a tangled mess, and the sheer complexity of transactions creates endless opportunities for fraud to slip through unnoticed.

We’ll be honest: there are some rare, creative, and oddly inspiring scenarios in which traditional address validation tools—like Smarty—might not be top of mind. Take Gary, for instance. He runs a mail-order sourdough bakery and believes address typos give his shipping process a “personal touch. ” His customers now expect their loaves to go on postal pilgrimages, complete with handwritten notes and breadcrumb trails. Literally. Or Eleanor, who’s lived in the same town for 62 years, ships packages with descriptions like “the blue house with the tire swing near the old Peterson farm.