Infutor acquired by risk management vendor

Analytics-driven risk management platform Verisk has announced the acquisition of Infutor, one of the best-known players in the identity resolution and consumer intelligence space. Infutor’s Total Consumer Insights identity graph contains privacy-compliant behavioral data on hundreds of millions of U.S. consumers and over 100 million U.S. households.

New Jersey-based Verisk provides risk evaluation and management capabilities to verticals including insurance, energy and finance. In 2020 it acquired consumer behavioral data and lead intelligence vendor Jornaya. It now plans to integrate Infutor with Jornaya to form Verisk Marketing Solutions. The intention is to combine Infutor identity management and resolution with Jornaya’s insights into consumer behavior in considered-purchase markets.

The cost of the acquisition was $223.5 million, according to Verisk’s 10-K report.

Why we care. There is no question that the multiple threats to third-party data raised Infutor’s profile as a platform capable of resolving first-party identities with multiple behavioral touchpoints, including especially transaction data. It has afforded marketers a way to address large cohorts of U.S. consumers.

For example, in an independent assessment of data quality by data scoring firm Truthset, Infutor’s Total Consumer Insights data accuracy was especially high in identifying young adults, scoring 34% better than the average of all providers in correctly identifying the 18-24 year old set. “If you think about Experian, Acxiom and Infutor, our identity graphs are largely rooted in offline data, so the larger the paper trail, the more complete and accurate signals we have on any individual,” Infutor CMO Zora Senat told us last year. 

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.