Signal key
dba_addedCategory
Identity
Source
Company Professional Network page (name field, pattern match).
When it fires
Trigger condition
New name contains formerly, (prev., fka, dba, or a parenthetical with the old name.
Magnitude
Moderate to high, an explicit transition marker.For the full bucket definitions used across percentage-based signals, see Magnitude buckets.
Why it matters
It’s a clear breadcrumb pointing to a transition. When a company appends ‘formerly X’ or ‘fka X’, it’s openly signaling a recent rebrand or acquisition while preserving search recognition, a confirmation that an identity shift just happened.How to read it
Explicit transition
The company is telling you a change happened.
Recognition bridge
dba/fka markers preserve brand recall during a transition.
Recent event
These markers are usually added right after a change.
Outreach playbook
Related signals
Name Change
The company name string changed.
Name Change Drastic
A name change with almost no overlap to the old name.
Rebrand Signal
A company executed a coordinated rebrand.
Track this signal with CUFinder
Surface
dba_added across millions of companies, enriched with verified emails, phones, and full firmographics. Start free, no credit card required.