"There are three primary factors: [1] Quantity of information -- Think of the 15 pages of forms that gets filled out when visiting a doctor. No other vertical has that quantity of data. [2] Value of information -- Not only is there a lot of data, but it is the best stuff. Social security numbers, payment information, bank accounts, addresses and troves of personally identifiable information (PII). [3] Timely -- Our medical and financial information is guaranteed to be updated at least annually with the traditional open enrollment period with employers. Additionally, healthcare information is constantly being updated with every physician's visit. No other vertical updates client data with such frequency."