Entity matching is provided. A request to determine a second entity matching with a first entity may be received. Demographic fields to be compared to determine the match may be determined. Comparison weights including an agreement weight, a disagreement weight, and a null weight may be assigned to each of the plurality of demographic fields. The received request may be parsed to determine demographic fields data related to the second entity. The demographic fields data may be compared with indexed demographic data which may include a plurality of records. The demographic fields data may be compared for the determined plurality of demographic fields. A comparison weight for each of the plurality of demographic fields may be determined based on the comparison. The first entity matching with the second entity may be determined from the indexed demographic data based on determined comparison weights for the plurality of demographic fields.