Verisk Acquires Identity Resolution & Consumer Intelligence Vendor Infutor

Verisk plans to integrate Infutor with Jornaya, a behavioral intelligence vendor it acquired in 2020, to form Verisk Marketing Solutions.

(Image source: Infutor homepage.)

Verisk (Jersey City, N.J.), a global provider of data analytics to the insurance industry and other verticals, has announced its acquisition of Infutor (Oakbrook Terrace, Ill.), a provider of identity resolution and consumer intelligence data. Verisk characterizes the acquisition as further enhancing the company’s marketing solutions offerings to companies across several industries including the insurance industry. Verisk plans to integrate Infutor with Jornaya, a behavioral intelligence vendor it acquired in 2020, to form Verisk Marketing Solutions.

Gary Walter, CEO, Infutor.

Infutor provides real-time identity resolution and consumer intelligence to marketers and the platforms and data companies that build products to serve marketers. Verisk notes that demand for Infutor’s services has spiked as the MarTech and AdTech communities prepare for a future without third-party cookies. Marketers have also increased their focus on enriching their first-party data as their new strategy, all while managing risk and protecting consumer privacy in an increasingly complex and evolving privacy landscape, the Verisk statement says.

The vendor further notes that a focus on first-party data enrichment with heightened privacy and security compliance is especially prevalent in the insurance and financial services industries, where data-driven, personalized marketing plays a critical role in customer acquisition and retention. Verisk elaborates that its Dec. 2020 Jornaya acquisition expanded its marketing solutions offerings to help clients, such as insurance carriers, improve relevancy and compliance of consumer engagements using in-market behaviors and consent-based data solutions.

“Verisk’s data analytics leadership, focus on privacy and marketing solutions assets make this the right strategic home for Infutor,” comments Gary Walter, CEO, Infutor. “We not only have highly complementary data assets but we also have complementary company cultures that will drive innovation to bring even more value to our customers.”

Unique and Differentiated Value

Verisk asserts that, with the combination of Infutor and Jornaya, Verisk Marketing Solutions can deliver unique and differentiated value to its customers. Infutor’s identity resolution and consumer intelligence solutions deliver the foundational data layer for understanding the person behind every marketing interaction. Combining this with Jornaya’s unique insight into in-market behaviors and implementing the highest standards in the industry for data security and privacy positions Verisk Marketing Solutions as a key data partner.

Matt Lohman, Managing Director, Verisk Marketing Solutions.

“We are committed to continually increasing the value we deliver to our customers. Bringing Infutor and Jornaya together immediately offers CMOs and marketers a holistic solution for modern, effective and responsible data-driven strategies and programs,” says Matt Lohman, managing director, Verisk Marketing Solutions. “Most importantly, this integration represents a huge opportunity for growth and investment in our greatest asset – our people.  The combined talent of our teams will be a major differentiator that will drive innovation and growth within our markets for years to come.”

Norwest Venture Partners (Palo Alto, Calif.) acquired Infutor in 2016 to advance product innovation and drive growth investments and market expansion. In 2021, for the sixth year Inc. magazine named Infutor to its Inc. 5000, a ranking of the nation’s fastest-growing private companies– recognizing a 68 percent three-year growth rate.

Jefferies acted as the exclusive financial advisor and Goodwin Procter LLP served as the legal advisor to Infutor in connection with the transaction. McCarter & English, LLP was the legal advisor to Verisk.

Verisk to Acquire Behavioral Data and Intelligence Vendor Jornaya


Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

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