Verisk, a global data analytics provider, announced Thursday the acquisition of Infutor Data Solutions, a provider of identity resolution and consumer intelligence data, for an aggregate net cash consideration of $223.5 million.

About $1.5 million represents a working capital escrow, plus a contingent earn-out payment of up to $25 million subject to the achievement of certain revenue and other performance targets.

Zora Senat, CMO at at Infutor, said all 152 Infutor employees will join Verisk. Gary Walter, CEO of Infutor, will remain with the company as CEO of Infutor, a Verisk business.

Eventually, Infutor will combine with Verisk’s Jornaya to create Verisk Marketing Solutions during the next 12 to 18 months.

Senat says Infutor brings real-time identity resolution and consumer intelligence services, adding that the data assets and product capabilities of Infutor combined with the those of Jornaya, another Verisk business, “will create differentiated value for a range of Verisk’s target customers.”

Jornaya’s offerings are primarily focused on solutions in Insurance, Financial Services, and Performance Marketing and Lead-Generation.

“Where the overlap does exist, customers will benefit from a more holistic view of the ‘where’ and “when” from Jornaya and the “who” and “what” from Infutor,” Senat said

Ultimately, combining Infutor and Jornaya to form Verisk Marketing Solutions will deliver unique and differentiated value to Verisk customers, Senat said.

Infutor was founded in 2003. In 2016 the company took on a strategic investment from Norwest Venture Partners and since that time the company has grown into an identity resolution powerhouse leading to this acquisition news.

Infutor’s clients include Equifax, MQ&C Advertising, Stanford University. Jornaya and Verisk work with most of the nation’s largest Insurance Carriers, Banks, and Mortgage Lenders.

There is minimal overlap in clients, Senat said. Infutor has focused on delivering solutions to other data companies, analytics teams, AdTech/MarTech companies, and direct to a variety of industries including real-estate, financial services, home services, and others.

Jornaya’s offerings are primarily focused on solutions in Insurance, Financial Services, and Performance Marketing and Lead-Generation.

“Where the overlap does exist, customers will benefit from a more holistic view of the ‘where’ and “when” from Jornaya and the “who” and “what” from Infutor,” Senat said

The acquisition further enhances Verisk’s marketing solutions to companies across several industries including the insurance industry. 

Verisk plans to integrate Infutor with Jornaya, which it acquired in 2020, to form Verisk Marketing Solutions.