Quick answers:
- Are TrustedForm and Jornaya the same company now?
- Is TrueCall part of ActiveProspect?
- Does a form certificate prove the phone call was real?
- What should I ask a call vendor before I buy?
What Changed, and What It Cost
Verisk’s own annual report to the regulator is the cleanest record of it. In its Form 10-K for the year ended December 31, 2025, Verisk Analytics writes: “On December 31, 2025, we sold our Verisk Marketing Solutions business to ActiveProspect, Inc. (‘ActiveProspect’), backed by Five Elms Capital Management, LLC, for a net cash sale price of $80.0 million plus customary closing adjustments.” The same filing records that “the sale resulted in a loss of $18.4 million.”
That last number is the part most coverage skipped. Verisk bought Jornaya, folded Infutor into it, ran it for years, and then booked a loss getting out. This was an insurance data company pruning a unit that no longer fit, not a bidding war over the future of lead certification. Read the seller’s behaviour before you read the buyer’s press release.
The public announcement followed on January 8, 2026. ActiveProspect published it on its own site and traced the lineage plainly. “LeadiD became Jornaya and ultimately the foundation of Verisk Marketing Solutions,” it wrote, describing the company it had just bought. ActiveProspect launched TrustedForm more than fifteen years ago. So the two consent certificate brands this industry treated as rivals now sit inside one business.
Verisk announced the same transaction from the seller’s side, in a newsroom release titled “Verisk Announces Sale of its Marketing Solutions Business to ActiveProspect.” Coverager reported that “VMS was formed through the integration of Jornaya and Infutor,” and that the unit had sat inside Verisk’s underwriting division. Verisk president and CEO Lee Shavel framed it as portfolio discipline: the sale “will ensure VMS has the opportunity to serve its customers and invest as needed in the years ahead.”
Three months later the brand consolidation followed. On April 21, 2026, ActiveProspect announced it had rebranded Verisk Marketing Solutions as InfutorData. The same announcement states that “the combined company now exceeds $100 million in annual recurring revenue.”
The Jornaya name has quietly stopped being a front door. On August 12, 2026 we followed jornaya.com and www.jornaya.com with a redirect trace. Both land on verisk.com. There is no Jornaya website left to send a vendor evaluation to.
The Vendor Map, Before and After
| What you are buying | Who sold it in 2024 | Who sells it now | What it actually proves |
|---|---|---|---|
| Web form consent certificate | ActiveProspect (TrustedForm) | ActiveProspect (TrustedForm) | A real session on a real page, captured at submit time (ActiveProspect) |
| Lead identity and lineage | Jornaya, then Verisk Marketing Solutions | ActiveProspect, bought for a net cash price of $80.0 million (Verisk 10-K) and rebranded InfutorData in April 2026 (ActiveProspect) | Identity resolution and lead lineage, now inside the same platform as the certificate |
| Inbound call verification | TrueCall | TrueCall, still independent | That a call was genuinely initiated by a consumer from an approved page (PR Newswire) |
Read the middle row carefully. Nothing about the mechanics of a Jornaya style lead identifier changed when the deal closed. What changed is the negotiation. In 2024 a buyer could put TrustedForm and Jornaya in a room and let them bid against each other on the same line item. That leverage is gone. If you are choosing between the two certificate products today, you are choosing between two products from one supplier, which is a feature comparison rather than a procurement one. We cover that choice in detail in TrustedForm vs Jornaya: the consent decision.
What Is Still Two Separate Decisions
The older version of this article described the three tools as one continuous chain: the form certificate feeds the lead identifier, the lead identifier feeds the call. That was never how you bought them. The form side and the call side are two different purchases, from two different companies, answering two different questions. The form side is now one company. The call side is not.
TrueCall launched on April 15, 2024 to do the thing no form certificate does. Its own launch release describes a “Patent Pending Verified Call Authentication Protocol (VCAP): Combining a 65-point fingerprint, AI validation, and a call event, all tied together with a unique signature.” The point of that machinery is narrow and useful. It documents that a human on a specific web page caused a specific phone to ring, rather than a dialer somewhere placing an outbound call and presenting it to you as inbound.
We could find no announcement, from either company, that TrueCall has been acquired by ActiveProspect or folded into TrustedForm certificates. Treat it as a separate line item in your budget and a separate contract until one of them says otherwise.
What to Change in Your Call Contracts This Month
This is the part you can act on without waiting for anything.
Ask every call vendor this question, in these words: “For each call you deliver, which of these can you produce on request: the originating page URL, the consent capture record, the call initiation record, and the vendor that issued each one?” A vendor who answers with a single product name is telling you they cover one of those four, not all of them.
Require these five fields on the delivered call record. Not a report at the end of the month. Per call, in the payload:
- Originating page URL, the full path, not the domain.
- The consent certificate identifier and the vendor that issued it.
- The call initiation record, if the vendor carries one, and the vendor that issued it.
- Timestamp of the form event and timestamp of the call, so you can see the gap.
- The publisher or sub ID, so a bad source is isolatable rather than an average.
Field four is the cheapest check in this list and almost nobody enforces it. A genuine click to call happens within seconds or a few minutes of the form. Treat a gap of hours as suspect until the vendor explains it, and you can run that check in a spreadsheet.
Turn on page whitelisting if your call verification vendor offers it. TrueCall lists “Domain Whitelisting: End-users can now ensure they are only receiving calls from approved landing pages” as a launch feature. This is the closest thing to a switch in this whole article. You supply the list of pages you have approved. Calls from anywhere else stop being your problem, because they stop arriving.
Re-read your certificate contract before you renew. If you bought TrustedForm and a Jornaya product separately, you are now buying from one supplier under two agreements written when they were rivals. Renewal is the moment to consolidate them deliberately rather than let two legacy contracts roll.
What This Consolidation Does Not Fix
Fewer vendors is not less fraud. It is fewer bills.
A buyer who runs every check from one supplier has one integration to maintain, which is genuinely easier. That buyer also has no independent second opinion. When your certificate vendor and your identity vendor are the same company, a systematic gap in one is a systematic gap in both, and nothing in your stack will contradict it.
The call gap is still the gap. Every product discussed here except TrueCall certifies something that happened in a browser. Pay per call buyers do not buy browsers. They buy ringing phones. Until you have a record tying a specific page view to a specific call, the most expensive thing you buy is the thing you have the least evidence about.
And a certificate is evidence, not a filter. It tells you what happened after you have already paid for the call. The screening that stops you paying in the first place is still your buying criteria, your whitelist and your source level reporting. If you want the mechanics of wiring certificates into a buying flow, see our integration setup guide for lead buyers.
TrueCall verifies the phone call itself, the one event a web form certificate cannot capture.
Frequently Asked Questions
Are TrustedForm and Jornaya the same company now?
Yes. ActiveProspect, which owns TrustedForm, bought Verisk Marketing Solutions from Verisk Analytics. Verisk’s Form 10-K records the sale as closing on December 31, 2025, and the two companies announced it on January 8, 2026. Verisk Marketing Solutions was the business built out of Jornaya and Infutor, and ActiveProspect rebranded it as InfutorData on April 21, 2026.
Is TrueCall part of ActiveProspect?
We found no announcement from either company saying so. TrueCall launched independently in April 2024 as a system for verifying inbound phone calls, and should be treated as a separate vendor and a separate contract until one of them announces otherwise.
Does a form certificate prove the phone call was real?
No. A form certificate captures the browser session where a consumer submitted their details. It is silent on whether the phone call you were later billed for was initiated by that same person. That is the specific gap call verification products exist to close.
What should I ask a call vendor before I buy?
Ask which of four artifacts they can produce per call: the originating page URL, the consent capture record, the call initiation record, and the issuing vendor for each. Then require them as fields on the delivered call record rather than as a monthly report.
Buying Calls You Can Actually Verify
The vendor list got shorter this year. The problem did not. If you cannot tie the calls you paid for back to the pages that produced them, the consolidation is a footnote and the measurement gap is the story.
Elevarus runs call campaigns where the origin of every call is traceable and the screening happens before you are billed, not after. If that is the standard you want to buy against, talk to us about your campaign.
References
- Verisk Analytics, Inc., Form 10-K for the fiscal year ended December 31, 2025, filed February 18, 2026, Note 11, Dispositions and Discontinued Operations.
- ActiveProspect, “ActiveProspect Has Acquired Verisk Marketing Solutions”, January 8, 2026.
- ActiveProspect, “ActiveProspect rebrands Verisk Marketing Solutions as InfutorData”, April 21, 2026.
- Verisk, “Verisk Announces Sale of its Marketing Solutions Business to ActiveProspect”.
- Coverager, “Verisk sells marketing solutions unit to ActiveProspect”.
- PR Newswire, “Introducing TrueCall: The First Comprehensive System for Verifying Inbound Phone Calls”, April 15, 2024.
- The Wall Street Journal, “Funding Snapshot: Jornaya, Formerly LeadiD, Raises $10M Series B”.
