Today marks a defining moment for ActiveProspect – and an important step forward for the future of consent, identity, and trust in digital marketing.

See press release.

We have acquired Verisk Marketing Solutions (VMS) from Verisk Analytics, Inc., bringing together two organizations that have spent decades solving different sides of the same fundamental problem: how businesses connect with consumers in a way that is transparent, compliant, and effective.

VMS, formed primarily through the combination of Infutor and Jornaya, adds deep expertise in identity resolution solutions and consumer insights, along with a portfolio of enterprise customers. Together, we are building something bigger than either company could have created alone: a complete platform for consent-based marketing combined with a consumer identity graph.

A shared origin story

More than fifteen years ago, we launched TrustedForm to establish trust and transparency in the online lead generation ecosystem. Around the same time, another company, then known as LeadiD, was tackling the same challenge from a different direction.

We approached the problem as a software company. They approached it as a data company. We competed. We learned from each other. And over time, our paths diverged as the market evolved.

LeadiD became Jornaya and ultimately the foundation of Verisk Marketing Solutions, while ActiveProspect expanded its platform, took on strategic investment, and acquired LeadsBridge. Along the way, Verisk Marketing Solutions added Infutor, assembling one of the most respected identity and marketing data offerings in the industry.

What never changed was the shared belief that trust is not optional—it is foundational.

Over the years, I developed deep respect for the VMS team, the products they built, and their impact in the market. I believe our companies have significantly improved the level of trust and transparency in the online lead generation ecosystem. When the opportunity emerged to unite our companies as one independent organization, it felt less like a transaction and more like a convergence.

Building the next era of marketing infrastructure

Today, ActiveProspect and VMS become one company – united by a common mission, expanded by complementary strengths, and positioned to lead the next era of marketing infrastructure.

Our vision has always been to build a trusted ecosystem where consent, transparency, and privacy are embedded into how businesses grow. With VMS, that vision now extends well beyond lead generation to serve data providers, software platforms, and marketers across the broader advertising ecosystem – including those who never buy or sell leads at all.

This combination allows us to move from point solutions to platform – connecting identity, consent, compliance, enrichment, and performance into a single, coherent system of record for customer acquisition.

What this means for the future:

  • A broader, more powerful platform
    We now bring together SaaS, identity, and data intelligence to solve complex challenges across marketing, analytics, and customer acquisition at scale.
  • Faster and more efficient innovation
    By unifying our teams and technology, we can move more quickly to deliver products that help customers adapt to regulatory change while improving outcomes.
  • Smarter identity and data foundations
    Data enrichment and validation are no longer optional, they are essential. Integrating VMS’s identity resolution capabilities enables businesses to make better decisions, pay the right price for leads, and maximize ROI from a single platform.
  • A higher standard for the industry
    With greater scale, infrastructure, and expertise, we can deliver more reliability, stronger performance, and an elevated customer experience -while setting a higher bar for how identity and consent are handled across the ecosystem.

I am incredibly excited to welcome the VMS team to ActiveProspect. Together, we are not just expanding a company, we are shaping the future of how brands, publishers, and partners connect with consumers in a world where trust, privacy, and accountability matter more than ever.

This is the work ahead of us. And this is only the beginning.

For media inquiries regarding the acquisition, please email [email protected] 

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