Adapting embedding models to new tasks requires training data that reflect task-specific information needs and relevance criteria. However, manual data design is costly and difficult to scale. Here we introduce SYNTRA, a novel retrieval data synthesis method whose self-improvement loop iteratively refines reusable synthesis instructions using feedback on trial outputs. This process requires only an unlabelled corpus and a few relevant query-document pairs. Experiments across 24 retrieval datasets spanning 15 domains demonstrate the effectiveness of the synthesized data. These data also improve widely used, strong embedding models on tasks with and without existing labelled training sets. Self-improvement enhances retrieval on all six evaluated tasks, outperforming human calibration on four. Moreover, retrieval performance continues to improve on MS MARCO as we scale the training dataset to 32 times its initial size. Overall, with minimal human intervention, SYNTRA enables scalable adaptation of embedding models across domains and tasks.

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