In a move that signals a significant shift in the insurance and lead generation landscape, Verisk has officially sold its Marketing Solutions unit to ActiveProspect. This acquisition brings together two powerhouses in the world of consent-based marketing and identity resolution. As the industry moves toward a more privacy-centric future, this deal highlights the growing importance of maintaining a transparent, compliant bridge between brands and consumers.
The Sale: Verisk Divests Marketing Solutions to ActiveProspect
Verisk (Nasdaq: VRSK), a leading global data analytics and technology provider, recently announced the divestiture of its Marketing Solutions business (VMS) to ActiveProspect, a SaaS platform focused on consent-based marketing for TCPA compliance that we’ve covered and have spoken to their legal counsel in depth to ensure that clients of Captain Compliance using Active Prospect are compliant.
The decision comes as part of Verisk’s broader strategy to sharpen its focus on its core global insurance operations. By offloading VMS—a unit built through the high-profile integrations of Jornaya and Infutor—Verisk is prioritizing high-growth areas within underwriting and claims. For ActiveProspect, which is backed by Five Elms Capital, the acquisition is a monumental step forward. It allows them to absorb a massive enterprise customer base and integrate sophisticated identity resolution tools into their existing platform, effectively creating a one-stop shop for lead acquisition and verification.
What Verisk Marketing Solutions and Jornaya Do
To understand the impact of this deal, one must understand the technology behind Verisk Marketing Solutions (VMS). At its core, VMS (specifically through the legacy Jornaya brand) specializes in consent-verified lead orchestration.
In an era of strict TCPA (Telephone Consumer Protection Act) regulations, brands cannot simply buy a list of phone numbers and start calling. They need proof that the consumer actually asked to be contacted. VMS provides “LeadiD” tokens—a unique identifier that stays with a lead from the moment it is generated on a website. This technology records the “visual proof” of consent, ensuring that when a business reaches out to a prospect, they have a verifiable audit trail showing that the consumer checked the box and agreed to the privacy terms. Additionally, the Infutor side of the business provides identity resolution, helping brands ensure the person they are talking to is actually who they claim to be.
The Role of ActiveProspect in the Ecosystem
ActiveProspect is a veteran in the lead acquisition space, best known for its flagship product, TrustedForm. Much like Jornaya, TrustedForm provides independent documentary evidence of TCPA consent through video replays of the consumer’s interaction with a web form.
By acquiring VMS, ActiveProspect now controls the two most prominent “certificates of consent” in the United States. Their platform helps companies automate the process of filtering out fraudulent leads, verifying contact information in real-time, and ensuring that every lead entering a CRM is compliant. For insurance carriers, mortgage lenders, and solar companies, ActiveProspect acts as the “gatekeeper,” ensuring that marketing spend is only used on high-quality, legally compliant prospects.
The Missing Link: Why You Need Captain Compliance if Using Verisk or ActiveProspect
While ActiveProspect and the former Verisk tools provide the “proof” of consent, they do not cover the privacy compliance requirements that we are seeing in current privacy litigation. We have spoken at length with their general counsel and agree on the proper language, disclosure, and way to provide notice to ActiveProspect and Verisk users. Our adaptive privacy notice helps to write your legal policies and manage the complex web of global privacy regulations like the CCPA or GDPR. This is where Captain Compliance becomes an essential part of your tech stack if you want to avoid expensive privacy litigation.
If you are using tools like ActiveProspect or Jornaya to track leads, you are handling sensitive consumer data. To be truly compliant, you must have more than just a “video of a click”; you need a robust infrastructure to support that data:
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Dynamic Privacy Notices: Your privacy policy must accurately disclose that you use third-party tools like ActiveProspect for verification. Captain Compliance software ensures your notices are up-to-date and legally sound.
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Consent Management Platforms (CMP): Before a lead even reaches a form, you must manage cookie preferences and data collection rights. Captain Compliance provides the interface that allows users to opt-in or opt-out, creating the legal foundation upon which ActiveProspect’s “proof” is built.
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Data Subject Access Requests (DSAR): If a consumer asks what data you have on them (a right under numerous privacy laws), you need a system to track and fulfill that request. Captain Compliance automates this process, ensuring you don’t face massive fines for failing to respond to a consumer’s “Right to Know.”
As ActiveProspect and Verisk Marketing Solutions join forces to dominate the lead verification space, the burden of overall privacy governance remains with the business. Utilizing Captain Compliance alongside these tools ensures that your marketing is not just efficient, but fully protected against the evolving tide of privacy litigation.
