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Jornaya

Behavioral data and lead intelligence for insurance and financial services marketing compliance

Data & Analytics Established Acquired
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Overview

Jornaya is a behavioral data and lead intelligence platform that captures and analyzes consumer shopping journeys in high-consideration markets including auto, home, health, and life insurance. Originally founded as LeadiD in 2012 and renamed Jornaya in 2016, the company pioneered the use of first-party behavioral data to help insurance carriers and lead buyers understand consumer intent, verify lead authenticity, and ensure TCPA (Telephone Consumer Protection Act) compliance.

The company was acquired by Verisk Analytics in December 2020 for USD 125 million as part of Verisk's expansion into marketing solutions. In February 2022, Verisk merged Jornaya with Infutor to form Verisk Marketing Solutions (VMS). In January 2026, Verisk sold VMS to ActiveProspect, a consent-based marketing platform backed by Five Elms Capital.

Under ActiveProspect ownership, Jornaya's technology continues to power consent verification and consumer behavior intelligence as a core component of ActiveProspect's platform, enabling insurance marketers to reach consumers in a compliant and effective manner.

Products & Services

Lead Intelligence Platform

Jornaya's core product captures behavioral data showing when consumers are actively shopping for insurance and financial products. The platform provides insights into consumer intent, including the timing, frequency, and sequence of research activities before purchasing decisions.

Key Features

  • Real-time consumer intent signals from proprietary behavioral data network
  • Lead freshness and quality verification
  • Shopping journey tracking across insurance comparison sites
  • Publisher and aggregator integration via LeadiD tagging

Target Users: Insurance carriers, lead aggregators, direct-to-consumer insurance brands

TCPA Guardian (Compliance Certification)

Proprietary solution that documents and certifies consumer consent for prior express written consent, enabling insurance carriers and lead aggregators to safely market via phone and email channels under TCPA requirements.

Key Features

  • Real-time consent capture and certification with each lead
  • Audit trail of consumer consent at point of data collection
  • Integration with lead distribution workflows
  • Compliance documentation for regulatory defense

Target Users: Insurance carriers, lead generation companies, marketing agencies

Identity Resolution Services

Following the Infutor integration, Jornaya offers a suite of consumer identity data validation and enrichment capabilities.

Key Features

  • Total Consumer History
  • Total Email, Total Phone, Total IP Address, Total MAID (Mobile Advertising ID)
  • Identity Append and Attribute Append services
  • Consumer identity verification and deduplication

Target Users: Insurance carriers, financial services marketers

Lead Orchestration

Tools and APIs for managing lead buying, verification, routing workflows, and real-time lead decision-making for insurance and financial services marketers.

Key Features

  • Lead verification and scoring at point of purchase
  • Real-time routing and distribution rules
  • Integration with CRMs and carrier systems
  • Quality filtering and fraud detection signals

Target Users: Lead buyers, carriers, insurance marketing operations teams

Digital Audiences

Consumer insights and digital audience targeting capabilities for insurance, finance, education, real estate, and other high-consideration markets.

Key Features

  • In-market consumer audience segments
  • Cross-channel targeting based on behavioral signals
  • Publisher and platform integrations

Target Users: Insurance marketing teams, media buyers

At a Glance

Founded
2012
Headquarters
Austin, TX, USA (part of ActiveProspect; formerly Conshohocken, PA)
Employees
201-500
Funding
Acquired

Category & Focus

Category
Data & Analytics
Subcategories
Lead Intelligence TCPA Compliance Identity Resolution Consumer Journey Analytics
Insurance Verticals
P&C Personal Life & Annuity Health
Target Customers
Carriers, Brokers, MGAs/MGUs, Agents/Agencies

Customers

  • Auto, home, health, and life insurance carriers seeking higher-quality inbound leads
  • Lead aggregators and generation companies requiring TCPA compliance certification
  • Direct-to-consumer insurance brands optimizing marketing spend
  • Publishers and platforms using LeadiD for identity frameworks

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Last updated: 2026-06-03