Reltio connector
Connect Reltio Master Data to Every System in Your Stack
Automate MDM workflows, sync golden records across CRM, ERP, and data platforms, and build AI agents that act on trusted, unified entity data.
What can you do with the Reltio connector?
Reltio is a cloud-native master data management platform that builds unified, trusted golden records for customers, products, suppliers, and other business entities. When Reltio isn't connected to the rest of your stack, every downstream system — from Salesforce and SAP to data warehouses and marketing automation tools — ends up working from its own version of the truth. With tray.ai, you can automate MDM workflows, push entity updates in real time, and build agents that pull from Reltio's unified profiles instead of fragmented source systems.
Automate & integrate Reltio
Automating Reltio business process or integrating Reltio data is made easy with tray.ai
Use case
Golden Record Propagation to CRM and ERP
When Reltio resolves or updates a golden record — merging duplicate customer profiles or enriching entity attributes — that change needs to flow immediately to Salesforce, SAP, Microsoft Dynamics, and other systems of record. Manually keeping these platforms aligned leads to inconsistent data and downstream errors. tray.ai automates bi-directional sync so every system reflects the latest master data without manual reconciliation.
Use case
Real-Time Customer 360 Data Activation
Marketing, customer success, and support teams need a complete, unified view of each customer to personalize interactions and prioritize outreach. Reltio's unified customer profiles contain cross-source attributes, relationships, and interaction history that need to reach tools like Marketo, HubSpot, Zendesk, and Intercom. tray.ai routes enriched Reltio entity data to the right tools at the right time, so personalized engagement doesn't depend on manual exports.
Use case
Data Quality and Survivorship Monitoring
Maintaining data quality in an MDM environment means keeping a close eye on match scores, survivorship rule outcomes, and entity completeness metrics. Without automated alerting and reporting, data stewards are always reacting instead of getting ahead of problems. tray.ai polls Reltio APIs for quality metrics, detects threshold breaches, and routes alerts and reports to Slack, email, or BI dashboards automatically.
Use case
New Entity Onboarding and Enrichment Workflows
When a new customer, supplier, or product record enters your ecosystem — via a web form, ERP transaction, or partner data feed — it needs to be created or matched in Reltio and enriched with third-party data before flowing to downstream systems. tray.ai orchestrates the end-to-end onboarding workflow: intake, Reltio upsert, third-party enrichment via providers like Dun & Bradstreet or Clearbit, and downstream distribution.
Use case
Consent and Privacy Compliance Automation
GDPR, CCPA, and other privacy regulations require timely processing of data subject requests — deletions, access requests, and consent updates — across all systems that hold personal data. Because Reltio is the master source for person entities, it has to be the origin point for propagating these changes. tray.ai automates the intake of privacy requests, updates the Reltio profile, and cascades the change to every connected system.
Use case
Hierarchical Relationship Sync for B2B Account Management
Enterprise B2B teams rely on accurate corporate hierarchy data — parent-child account relationships — to roll up revenue, assign territory, and target the right buying groups. Reltio's relationship graph captures these hierarchies natively, but sales and revenue operations teams need this data reflected in Salesforce, Marketo, and territory management tools. tray.ai reads Reltio relationship data and keeps account hierarchies consistent across tools.
Use case
AI Agent Data Grounding with Reltio Master Data
AI agents built to assist sales, operations, or customer service teams are only as reliable as the data they reason over. Connecting an agent to Reltio via tray.ai means it retrieves fresh, deduplicated golden records when answering questions or taking actions — rather than querying fragmented source systems. Every agent response is grounded in master data, not whatever happened to be cached somewhere.
Build Reltio Agents
Give agents secure and governed access to Reltio through Agent Builder and Agent Gateway for MCP.
Data Source
Look Up Entity Profiles
Retrieve master data profiles for customers, contacts, or products from Reltio to use as deduplicated context in agent workflows. The agent works from a single source of truth instead of siloed or inconsistent records.
Data Source
Search Entities by Attributes
Query Reltio entities by name, email, or account ID to find matching master records. Useful for agents that need to confirm the right canonical record before acting on or enriching data.
Data Source
Fetch Relationship Data
Pull relationship graphs between entities — contacts linked to accounts, hierarchies between organizations — so agents can understand connections and context when making decisions or personalizing responses.
Data Source
Retrieve Data Quality Scores
Access completeness and confidence scores for entity attributes in Reltio to check data reliability. Agents can use this to flag low-quality records or prioritize enrichment tasks.
Data Source
Monitor Entity Change Events
Track changes to master data records in Reltio, including merges, updates, and new entity creation. Agents can react to these events to kick off downstream workflows or notify relevant teams.
Agent Tool
Create New Entities
Add new master data records to Reltio, such as a new customer or product entity with its associated attributes. This lets agents populate the MDM platform with records discovered or collected from other systems.
Agent Tool
Update Entity Attributes
Modify specific attributes on existing Reltio entity records to keep master data current. Agents can apply enrichment data from external sources or correct inaccuracies they've identified.
Agent Tool
Merge Duplicate Entities
Trigger merge operations to consolidate duplicate entity records identified by the agent or external processes. This keeps data clean and ensures downstream systems get unified records.
Agent Tool
Add or Update Relationships
Create or modify relationships between entities in Reltio, such as linking a contact to a new account or updating hierarchy structures. Agents can use this to reflect real-world changes captured from a CRM or other business systems.
Agent Tool
Enrich Entity Profiles
Push enriched attribute data from third-party providers or internal systems into Reltio entity records. Agents can run enrichment pipelines by fetching data from external tools and writing it back to the master record.
Agent Tool
Flag Records for Review
Mark specific entity records in Reltio with review flags or custom attributes to indicate data issues or pending validations. Agents can automate quality assurance workflows by surfacing problematic records for human review.
Agent Tool
Delete or Unmerge Entities
Remove incorrectly created records or reverse erroneous merges in Reltio to fix data management mistakes. Agents can initiate these corrective actions as part of automated data governance workflows.
Get started with our Reltio connector today
If you would like to get started with the tray.ai Reltio connector today then speak to one of our team.
Reltio Challenges
What challenges are there when working with Reltio and how will using Tray.ai help?
Challenge
Handling Reltio's Event-Driven vs. Polling Architecture
Reltio supports both webhook-based event streaming and API polling for change detection, but different deployment configurations expose different capabilities. Teams often struggle to build reliable triggers that capture entity merges, splits, and attribute updates without missing events or processing the same change twice.
How Tray.ai Can Help:
tray.ai supports both webhook listeners for Reltio event streams and configurable scheduled polling against the Reltio search and entities APIs. Built-in deduplication logic and idempotency controls make sure each change event is processed exactly once, regardless of which trigger mechanism is used.
Challenge
Managing Cross-Reference ID Mapping Across Systems
Reltio stores cross-references linking its golden records to IDs from Salesforce, SAP, and other source systems. When propagating updates downstream, integrations must correctly resolve which external system ID to use — and handle cases where a cross-reference doesn't exist yet or has changed because of a merge.
How Tray.ai Can Help:
tray.ai's data mapping lets teams extract and resolve Reltio cross-reference arrays dynamically, matching the correct external ID per target system. Conditional logic handles missing cross-references gracefully — either creating new records downstream or flagging the gap for steward review.
Challenge
Propagating Merge and Unmerge Events Without Data Corruption
When Reltio merges two entities into a single golden record, or unmerges a previously consolidated profile, downstream systems holding separate records need to be updated accordingly. Without careful orchestration, merges create orphaned records in CRM or leave ERP transactions referencing deleted entity IDs.
How Tray.ai Can Help:
tray.ai workflows detect merge and unmerge event types in the Reltio payload and execute branching logic accordingly — merging CRM accounts, retiring orphaned records, updating cross-references, and notifying relevant teams — all within a single automated workflow with full audit logging.
Challenge
Scaling High-Volume Entity Sync Without API Rate Limit Violations
Large enterprises can see hundreds of thousands of entity updates in a single day, especially after initial MDM onboarding or bulk data loads. Pushing all of these to downstream APIs at once risks hitting Salesforce, Marketo, or SAP rate limits, causing failures that are painful to diagnose and recover from.
How Tray.ai Can Help:
tray.ai has built-in rate limiting controls, retry logic with exponential backoff, and queue-based processing that throttles outbound API calls to downstream systems within their documented limits. High-volume Reltio sync jobs finish reliably without overwhelming dependent platforms.
Challenge
Connecting Reltio to Legacy Systems Without Native APIs
Many enterprises running Reltio as their MDM layer still have legacy ERP or data warehouse systems that expose only flat-file interfaces, SFTP, or JDBC connections rather than REST APIs. Bridging Reltio's modern API to these systems usually means custom middleware or expensive ETL tooling.
How Tray.ai Can Help:
tray.ai supports SFTP, flat-file processing, and database connectors alongside Reltio's REST API, so teams can build end-to-end pipelines that extract Reltio golden records and deliver them to legacy systems in the required format — without writing custom code or standing up additional middleware.
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Integrate Reltio With Your Stack
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Start using our pre-built Reltio templates today
Start from scratch or use one of our pre-built Reltio templates to quickly solve your most common use cases.
Template
Reltio Golden Record Update → Salesforce Account Sync
Automatically detects when a customer golden record is updated in Reltio and pushes the changes to the corresponding Salesforce account or contact record, so CRM data stays aligned with master data without manual exports.
Steps:
- Trigger on Reltio entity update event via webhook or polling the Entities API for changed records
- Map Reltio golden record attributes to Salesforce account or contact field schema
- Upsert the Salesforce record using the Reltio cross-reference ID as the external identifier
Connectors Used: Reltio, Salesforce
Template
New Reltio Entity → Enrichment → Downstream Distribution
When a new entity is created in Reltio, this template triggers an enrichment call to a third-party data provider, writes the enriched attributes back to Reltio, and then distributes the completed profile to Salesforce, Marketo, or a data warehouse.
Steps:
- Trigger on new entity creation event from Reltio via API poll or webhook subscription
- Call Clearbit Enrichment API using the entity email or domain and write returned attributes back to Reltio
- Insert the fully enriched Reltio golden record into Snowflake and create or update the Salesforce record
Connectors Used: Reltio, Clearbit, Salesforce, Snowflake
Template
GDPR Data Deletion Request → Reltio Purge → Downstream Cascade
Receives a data subject deletion request from a privacy management tool or intake form, soft-deletes or anonymizes the person entity in Reltio, then propagates the deletion to connected CRM, marketing, and support platforms.
Steps:
- Trigger from OneTrust or a form submission carrying the data subject identifier
- Locate the matching Reltio entity using the cross-reference lookup API and initiate soft-delete or anonymization
- Propagate the deletion or suppression flag to Salesforce, HubSpot contact, and Zendesk user record in parallel
Connectors Used: Reltio, OneTrust, Salesforce, HubSpot, Zendesk
Template
Reltio Data Quality Alert → Slack Notification + Jira Ticket
Polls Reltio data quality metrics on a schedule, identifies entities below completeness or confidence thresholds, and automatically creates Jira tickets for data stewards while sending a summary alert to a designated Slack channel.
Steps:
- Run a scheduled poll against the Reltio data quality or search API to retrieve entities with low completeness scores
- For each flagged entity, create a Jira issue with entity ID, type, and quality issue details assigned to the stewardship team
- Post a daily digest summary of open data quality issues to the designated Slack channel
Connectors Used: Reltio, Slack, Jira
Template
Salesforce Opportunity Close → Reltio Customer Profile Update
When a Salesforce opportunity is marked Closed Won, automatically updates the associated Reltio customer entity with new revenue attributes, lifecycle stage, and product relationship data so master data reflects commercial reality.
Steps:
- Trigger on Salesforce opportunity stage change to Closed Won via Salesforce streaming API or webhook
- Look up the corresponding Reltio customer entity using the Salesforce account cross-reference ID
- Patch the Reltio entity with updated lifetime value, customer status, and product relationship attributes
Connectors Used: Salesforce, Reltio
Template
Reltio Product Master Update → E-commerce and ERP Sync
Propagates product golden record updates from Reltio to Shopify and SAP simultaneously, so product descriptions, classifications, and attributes stay consistent across commerce and operational systems without duplicate data entry.
Steps:
- Trigger on Reltio product entity update event and extract changed attribute fields
- Map and push product attribute updates to the corresponding Shopify product variant via REST API
- Update the matching SAP material master record with the synchronized Reltio product attributes
Connectors Used: Reltio, Shopify, SAP Business One