ActiveProspect Revives Infutor in $100M MarTech Power Play

AUSTIN, TX – April 29, 2026 – In a significant move reshaping the marketing technology landscape, ActiveProspect today announced the rebranding of its recently acquired Verisk Marketing Solutions business to InfutorData. The strategic realignment creates a new powerhouse with over $100 million in annual recurring revenue, cleaving the company's offerings into two distinct but complementary pillars: its legacy consent-based marketing platform and a revitalized data and identity resolution business.

The announcement formalizes a strategy set in motion in December 2025, when ActiveProspect, backed by growth investor Five Elms Capital, acquired Verisk Marketing Solutions (VMS) from parent company Verisk Analytics for a reported $80 million. This rebranding is more than a simple name change; it signals a deliberate and ambitious expansion from a leader in lead generation compliance into the broader, highly competitive world of consumer identity intelligence.

A Strategic Split for Market Dominance

The launch of InfutorData establishes a clear operating model designed to capture a wider swath of the marketing ecosystem. The core ActiveProspect platform will maintain its sharp focus on the opt-in lead generation space, where it has become an industry standard. Its products, including the widely adopted TrustedForm, provide a comprehensive suite for Telephone Consumer Protection Act (TCPA) compliance, lead filtering, orchestration, and partner management, certifying over a billion leads annually.

InfutorData, meanwhile, will operate as a dedicated data and identity business. Its mission is to deliver high-quality identity resolution, data enrichment, and marketing intelligence solutions to a broad client base of marketers, data providers, and software platforms. This division of labor allows each entity to pursue innovation within its specialty while contributing to a unified vision.

"ActiveProspect has always been driven by a vision to build a trusted ecosystem where consent, transparency, and privacy are foundational to growth," said Steve Rafferty, Founder and CEO of ActiveProspect, in the company's official announcement. "With InfutorData, we're extending that vision beyond opt-in lead generation into the broader data ecosystem."

This strategic split is built on a foundation of near-market dominance in lead verification. The acquisition of VMS, which itself was the product of Verisk integrating data firms Infutor and Jornaya, brought Jornaya's consent verification technology under the same roof as ActiveProspect's TrustedForm. This consolidation gives the company control over the two most prominent "certificates of consent" in the United States, a critical advantage in an industry under constant regulatory scrutiny.

The Infutor Legacy: A Bet on Brand Trust

The decision to resurrect the Infutor brand is a calculated bet on legacy and trust. Rather than creating a new identity from scratch, ActiveProspect is tapping into a name that has carried weight in the data industry for over two decades. Before its absorption into Verisk, Infutor had built a strong reputation for its expertise in consumer identity management and accurate data sourcing.

By reviving the brand as InfutorData, ActiveProspect aims to inherit that built-in equity. "The Infutor brand has been trusted in the data industry for over two decades, and we're proud to bring it back with renewed focus, investment, and scale," Rafferty stated.

This move is particularly astute in the current climate. With consumers and regulators alike increasingly focused on data privacy—driven by regulations like the CCPA and GDPR—trust has become a primary currency for data companies. A familiar brand associated with responsible data handling can be a powerful differentiator. The strategy appears to be to pair ActiveProspect's proven leadership in consent with InfutorData's established reputation in identity, creating a privacy-first platform that addresses the full spectrum of modern marketing challenges.

The Financial Engine: A $100M Play Backed by Private Equity

The acquisition and rebranding are not just a strategic repositioning but also a significant financial play indicative of broader trends in the martech sector. The combined entity's announcement of exceeding $100 million in annual recurring revenue (ARR) immediately establishes it as a major player, capable of competing on a larger scale.

The deal was facilitated by Five Elms Capital, a growth investor specializing in scaling software businesses. Their backing underscores a belief in ActiveProspect's potential to consolidate and lead a fragmented market. Five Elms' investment thesis typically involves providing not just capital but also strategic and operational expertise to accelerate growth, a model that appears to be at work here.

The transaction also sheds light on the strategic priorities of the seller, Verisk Analytics. The $80 million sale of its marketing solutions arm was part of a deliberate effort by Verisk to divest non-core assets and sharpen its focus on its primary global insurance business. For ActiveProspect, this presented a timely opportunity to acquire a suite of complementary technologies and an enterprise customer portfolio at a price that allowed for immediate value creation. This type of M&A activity, where larger corporations shed ancillary divisions to specialized, private equity-backed firms, is a hallmark of the ongoing consolidation within the tech industry.

Navigating a Competitive Landscape

While the new structure gives ActiveProspect a formidable position, it also thrusts the company into fiercely competitive territory. In its core business, ActiveProspect's near-monopoly on consent certification provides a deep moat. However, InfutorData enters a crowded and mature market for identity resolution.

It will go head-to-head with established giants like LiveRamp, Neustar (a TransUnion company), and Acxiom, as well as the powerful data clouds offered by Adobe, Salesforce, and Oracle. These competitors boast extensive identity graphs, deep enterprise integrations, and massive R&D budgets.

InfutorData's success will depend on its ability to leverage its unique connection to the ActiveProspect platform. The company's key differentiator will be its ability to offer a single, integrated solution that connects a consumer's identity graph with a verifiable record of their consent. This unique combination of identity and compliance could prove highly attractive to marketers seeking to navigate the complexities of personalized advertising in a privacy-centric world. By linking identity resolution directly to the point of lead acquisition and consent, the company aims to provide a more accurate, compliant, and efficient system for customer acquisition, from the first click to the final conversion.

The successful integration of these two powerful platforms will be the ultimate test of ActiveProspect's ambitious strategy, determining whether this bold rebranding can translate into sustained market leadership.