What Verisk Marketing Solutions does

Verisk Marketing Solutions, now operating as InfutorData, is a US-focused identity resolution and consumer intelligence platform serving enterprise buyers in insurance, mortgage lending, banking, credit unions, higher education, lead generation, real estate and home services, and platform / service providers. The company is the legal entity Lead Intelligence, Inc. (Texas), was a business unit of Verisk Analytics prior to its December 2025 divestiture, was acquired by ActiveProspect (with Raymond James as ActiveProspect's financial advisor), and was rebranded InfutorData in April 2026 as one of two distinct but complementary offerings within ActiveProspect; the combined entity exceeds $100 million in annual recurring revenue.

The platform is built around a US consumer and household identity graph combining historical identity, multi-channel identifiers (email, IP, mobile advertising ID, phone), demographic and lifestyle attributes, and in-market behavior observed across thousands of comparison-shopping websites. Core products include Total Consumer Insights, Total Consumer History, Total Email, Total Phone, Total IP Address, and Total MAID, plus the Persistent Identity Framework that ties them together. Activation and compliance layers include Digital Audiences, Activate (in-market alerts), Attribute Append, Identity Append, Consumer Profile Report, Intelligence (lead insights), TCPA Guardian, and the LeadiD publisher program, with a Snowflake App integration for in-warehouse data activation.

Revenue is generated primarily through recurring subscription data licensing and enrichment contracts with enterprise customers, supplemented by usage-based real-time decisioning APIs, transaction fees from the LeadiD Creator Program, and embedded delivery via API and the Snowflake marketplace. The go-to-market is enterprise field sales supported by content marketing, industry events (POSSIBLE, LeadsCon 2026), whitepapers, the Marketing Rapport podcast, and direct outreach. The company competes in a structurally consolidating market where cookie and identifier deprecation, plus tightening state and federal privacy regimes, raise the value of compliant, scaled identity assets.

Name

Verisk Marketing Solutions

Legal name

Lead Intelligence, Inc.

Website

https://marketing.verisk.com

Company type

Private

Operating status

Operating

Headcount range

251–500 employees

Short description

InfutorData (formerly Verisk Marketing Solutions) is a US consumer and household identity resolution and marketing intelligence platform that licenses multi-channel identity data, enrichment, in-market alerts, and TCPA-compliant lead verification to insurance, mortgage, banking, education, and lead generation buyers, now part of ActiveProspect.

Ownership category

akta.pro rank

Product category

Identity Resolution & Consumer Data Platform

NAICS

Advertising Agencies (541810), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)

SIC

Services-Advertising Agencies (7311), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

Keywords

• Identity resolution
• Consumer data platform
• Data enrichment
• Lead intelligence
• TCPA compliance

Headquarters

HQ city

Jersey City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Data Licensing & Syndication: Licensing of consumer identity and marketing data to enterprise customers including insurance carriers, mortgage lenders, banks, and other businesses.
2. First-Party Data Enrichment & Monitoring: Ongoing data enrichment services that monitor and update consumer profiles over time.
3. Real-Time Decisions: Real-time consumer identity resolution and decisioning services for immediate marketing actions.
4. LeadiD Creator Program: Lead identification program for publishers generating revenue through lead verification services.
5. Combined Entity Revenue: Following acquisition by ActiveProspect in December 2025 and rebrand to InfutorData, the combined entity exceeds $100 million in annual recurring revenue.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Verisk Marketing Solutions (rebranded as InfutorData) operates a consumer identity resolution and marketing intelligence platform built on a comprehensive identity graph covering all US consumers and households. The company provides identity data modules, data enrichment services, audience targeting, in-market behavioral alerts, lead quality intelligence, and TCPA compliance tools to enterprise customers in insurance, financial services, higher education, and lead generation.

Product overview

InfutorData (formerly Verisk Marketing Solutions) offers a unified identity resolution and marketing intelligence platform comprising multiple interconnected modules. The core portfolio includes Total Consumer Insights as the primary enrichment product, supported by specialized identity data modules (Total Consumer History, Total Email, Total IP Address, Total MAID, Total Phone) that feed into the Persistent Identity Framework for cross-channel resolution. Data enrichment is delivered through Attribute Append and Identity Append modules, while Digital Audiences and Activate enable audience targeting and in-market alerting. Lead quality and compliance are addressed through Intelligence and TCPA Guardian modules, with LeadiD providing publisher-side lead identification. The Snowflake App integration enables direct access to identity data within enterprise data environments.

Differentiator

Problem solved

Functional benefit

Brands

• Jornaya: Platform providing lead intelligence and TCPA compliance solutions, including myJornaya login portal.
• LeadiD

Products and services

• Total Consumer Insights Comprehensive consumer data product providing enriched identity, demographics, and behavioral information for understanding and retaining customers. Targeted at enterprise marketers and platform partners.
• Total Consumer History Historical identity data product for US consumers and households, part of the identity graph providing a comprehensive view of consumer records over time for enterprise marketing and analytics use cases.
• Total Email Email identity data module for consumer identification and verification within the identity resolution platform.
• Total IP Address IP address identity data enabling household-level IP resolution for marketing clarity and targeting.
• Total MAID Mobile Advertising ID (MAID) data module for mobile device identification and cross-channel identity resolution.
• Total Phone Phone number identity data module supporting consumer identification and TCPA compliance verification.
• Digital Audiences Digital audience targeting product enabling marketers to reach consumers based on identity and behavioral data across digital channels.
• Attribute Append Data append service enriching customer records with demographics, property ownership, automobile ownership, and lifestyle attributes.
• Identity Append Identity resolution service connecting disparate customer records across channels to create unified consumer profiles.
• Activate In-market consumer alert system notifying marketers when consumers are actively shopping across thousands of comparison-shopping websites.
• Intelligence Lead intelligence platform providing insights on inbound leads and lead quality assessment for lead acquisition optimization.
• TCPA Guardian TCPA compliance product protecting against regulatory risk when marketing to consumers via telephone and text communications.
• LeadiD Lead identification and validation platform for publishers and lead sellers, part of the LeadiD Creator Program ecosystem.
• Consumer Profile Report Detailed consumer profile reports providing comprehensive view of individual consumer attributes for personalization use cases.
• Snowflake App Identity resolution application available through the Snowflake data cloud, enabling joint customers to access consumer identity data within their Snowflake environment.

Quantifiable outcome

• Combined entity exceeds $100 million in annual recurring revenue following December 2025 acquisition
• +1 more outcomes

Named customers9 records

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature11 records

Partnerships

Three partnerships are on record, tiered core.

• ActiveProspectcoreStrategic or Co-development Partner · 1 December 2025ActiveProspect acquired Verisk Marketing Solutions from Verisk Analytics in December 2025 and rebranded it as InfutorData. The combined entity exceeds $100 million in annual recurring revenue, establishing two distinct but complementary offerings within the company.
• SnowflakecoreTechnology or IntegrationSnowflake App integration provides identity resolution capabilities within the Snowflake data cloud environment, enabling joint customers to access consumer identity data through Snowflake's platform.
• JornayacoreTechnology or IntegrationJornaya's myJornaya platform is integrated with InfutorData services, providing lead identification and consumer behavior data for the lead generation ecosystem.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• FullContact: FullContact offers an enterprise identity resolution and customer data platform with comparable multi-channel identity graph capabilities, directly competing for enterprise marketing and customer data enrichment workloads.
• LiveRamp: LiveRamp is the leading standalone identity resolution platform (RampID), serving the same enterprise marketer and platform-customer base with comparable cross-channel identity graph and data collaboration capabilities; the most direct competitor to InfutorData.
• TowerData (now Data.com): TowerData provides email-based identity resolution, append, and audience targeting to enterprise marketers — overlapping with InfutorData's Total Email, Identity Append, and Digital Audiences offerings.

Others

• Tatari: Tatari is an advertising analytics and TV measurement provider for outcome-driven marketers; a tangentially adjacent data/identity-enabled advertising services peer rather than a direct identity resolution competitor.

Emerging players

• Datagrail: DataGrail focuses on privacy and consent management — adjacent to but distinct from InfutorData's TCPA Guardian positioning — serving overlapping enterprise compliance buyers and increasingly intersecting with identity resolution stacks.

Broad incumbents

• Acxiom (IPG): Acxiom is an established data and identity services provider owned by IPG, offering audience targeting, identity resolution, and data clean room capabilities to large enterprise marketers across the same verticals as InfutorData.
• TransUnion (Marketing Solutions, including Neustar): TransUnion (with Neustar absorbed) provides consumer identity, risk, and marketing data solutions to insurance, financial services, and lead generation buyers — competing head-to-head with InfutorData on identity resolution and audience targeting as part of a broader credit bureau portfolio.
• Experian (Marketing Services / Consumer Information): Experian operates a massive consumer identity and credit-data graph with marketing services overlay used by insurance, financial services, and lead generation customers — directly overlapping with InfutorData's verticals and offering identity append and audience products as part of a broader credit/analytics portfolio.
• Epsilon (Publicis Groupe): Epsilon provides identity, data, and marketing performance solutions within Publicis, serving many of the same insurance, financial services, and consumer brands that InfutorData targets with comparable identity-driven audience products.
• Oracle Advertising and Customer Experience (Oracle Data Cloud / Moat): Oracle's Data Cloud (incorporating Moat, Grapeshot, and AddThis) provides identity, audience, and measurement solutions to enterprise marketers, competing broadly with InfutorData's identity graph and audience offerings inside a much larger enterprise software portfolio.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Verisk_MS
• Facebookfacebook.com/veriskms
• LinkedInlinkedin.com/company/veriskmarketingsolutions

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Verisk Marketing Solutions