TrustedForm and Jornaya Pricing: What Lead Verification Costs a Buyer in 2026

TrustedForm publishes a starting rate of $0.15 per certificate to verify a lead and $0.15 per certificate to retain one. Issuing certificates on your own forms is free (ActiveProspect).

Jornaya, now part of Verisk, publishes no rate card at all. The only public benchmark on its contracts is a six-figure annual number. That gap between the two is not an accident. It tells you how each company expects to be bought.

Quick answers:

• How much does TrustedForm cost?
• How much does Jornaya cost?
• Is TrustedForm free?
• Do I pay for TrustedForm on leads I generate myself?
• Is TrustedForm or Jornaya cheaper?

You Are Not Billed for Making Certificates, You Are Billed for Claiming Them

This is the part almost every pricing page buries, and it is the part that decides your invoice.

Dropping the JavaScript on your form costs nothing. TrustedForm says so directly: issuing certificates on leads you generate is free. Lead Prosper, which sits in the middle of these transactions as a lead distribution platform, puts it the same way for both vendors. Generating certificates or tokens is free, and you only pay when you validate or claim them (Lead Prosper).

So the meter has one specific trigger. It fires when you take somebody else’s lead and decide to prove it.

That splits the market cleanly. A publisher generating their own traffic pays close to nothing. A buyer purchasing third-party volume pays on every record they check.

Lead Prosper’s own warning to its users is blunt: every validation you run through TrustedForm or Jornaya costs you money, so turn it on only where it earns its keep.

The scale of that split shows up in ActiveProspect’s own numbers. The company reports certifying over 2.5 billion leads a year while storing over 576 million certificates a year (ActiveProspect). That is roughly one certificate retained for every four created. Three out of four are made, never claimed, and quietly deleted.

What TrustedForm Publishes, and Where the Published Price Stops

TrustedForm is the transparent one, up to a point.

Source for all four rows: ActiveProspect’s TrustedForm Certify page.

Two things about that table matter more than the rate itself.

First, “starting at” is doing real work. ActiveProspect states that pricing is based on how many certificates you retain each month and how many you have stored. Retain transactions are billed at the moment you store the certificate. Volume discounts appear as a feature of the two contracted account levels rather than the self-serve ones.

Second, the account level is a separate line from the per-certificate rate. ActiveProspect lists four: Free at $0 a month, Self-Service starting at $10 a month, Professional starting at $1,000 a month, and Enterprise starting at $5,000 a month (ActiveProspect account levels). The two paid tiers require an annual commitment. Step up to a contracted relationship and the threshold is explicit: an annual contract with a $24,000 or greater spend commitment (ActiveProspect pricing).

There is also a clock. A certificate lives 90 days if the consumer actually submitted the form, and 3 days if they did not (ActiveProspect developer docs). Miss the window and the evidence is gone. The certificate you never paid to retain is also the certificate you cannot produce a year later when someone asks for it.

Jornaya Does Not Publish a Price, and Here Is the Only Real Benchmark

Jornaya, now sold under Verisk Marketing Solutions, does not publish a rate card. Not a per-token price, not a tier table, not a starting-at number. There is no public rate card to read.

What exists instead is procurement data. Vendr, which benchmarks software contracts from real signed deals, reports a median Jornaya buyer paying $312,000 per year, with the range running from $150,000 to $925,002 (Vendr).

Read that carefully, because it is easy to misuse. It is a contract benchmark, not a per-lead price, and it likely bundles intent data alongside LeadiD consent tokens. It does not tell you what a token costs.

What it does tell you is the shape of the sale. Jornaya is bought as an annual enterprise agreement by companies with real volume. The small buyer who wants a published per-record price is not the customer it is priced for.

You will find blog posts quoting confident per-token bands for Jornaya. Treat them as guesses until someone shows you the invoice. If a number matters to your model, get it in a quote with your own volume on it.

What Verification Does to Your Cost Per Lead at Different Volumes

Use the published TrustedForm floor of $0.15 to verify plus $0.15 to retain. Call it $0.30 per purchased lead at entry pricing.

If you pay $50 for an exclusive insurance lead, that is six tenths of one percent. On a $25 lead, 1.2 percent. On a $5 shared or aged record, it is 6 percent, and suddenly it is a real line on the P&L.

The lesson is not that verification is expensive. It is that the bill lands hardest on the cheapest traffic, and cheap traffic is exactly the traffic that needs checking most.

Volume moves you across a threshold too. At $0.30 a lead, you cross ActiveProspect’s $24,000 contracted commitment at about 80,000 purchased leads a year. That is roughly 6,700 a month. Below that you are on published rates. Above it you are negotiating, and the published floor stops being the number you pay.

There is one more decision hiding in the meter. You do not have to retain everything.

You can verify at intake, reject on the check, and retain only the leads you actually accept and contact. Buyers who auto-retain every record they receive pay to store evidence of leads they threw away.

When the Spend Pays for Itself

Start with the payoff that has nothing to do with lawyers. Verification catches junk before you pay a sales team to dial it.

Clixtell, a click-fraud detection vendor, puts invalid traffic at roughly 20.6 percent of all programmatic activity (Clixtell). A consent check that also surfaces bot signals and origin data is doing quality control, not just compliance.

We treat it the same way when we buy leads and calls. That is why we verify a lead before we bid on it, and why phone verification sits at the center of how we screen for ad fraud. The cheapest lead in the batch is often the one that was never real.

The compliance side is the backstop, and it has a number in it. A TCPA violation carries a minimum of $500, and a court can triple that for a willful violation (47 U.S.C. 227).

Put that against the meter. At $0.30 per verified and retained lead, one $500 statutory award costs the same as verifying 1,667 leads. A trebled one costs the same as 5,000.

That class-action share is the number to sit with. At 72.3 percent of filings, the per-violation math above is the floor, not the exposure.

How to Decide What to Turn On

Match the spend to where your leads come from, not to a vendor tier.

If every lead originates on your own forms, run Certify and pay nothing for it. You are the source. You do not need to buy proof of your own event, though you may still want to retain certificates on anything you will contact for months.

If you buy third-party volume, verification is not optional and the cost is a cost of goods. Budget $0.30 per purchased lead at published rates and revisit it once you pass roughly 6,700 leads a month.

If you sell leads, your buyers decide this for you. Carriers and aggregators specify which artifact they will accept, and that spec is worth confirming before you build the stack. That is a different decision from this one, and we worked through it separately in our TrustedForm vs Jornaya consent comparison.

If your volume is inbound calls rather than form fills, the artifacts and the costs change again. We covered that in our guide to running pay-per-call with TrustedForm and Jornaya.

A small verification bill is not the same as a small cost. It usually means the exposure is sitting somewhere you have not priced yet. Not verifying is not saving. It is borrowing against a claim that has not arrived, at an interest rate someone else sets. Price the meter against one avoided claim rather than against your software budget, and the decision gets simple fast.

Frequently Asked Questions

How much does TrustedForm cost?

TrustedForm publishes a starting rate of $0.15 per certificate for Verify and $0.15 per certificate for Retain. Issuing certificates on leads you generate yourself is free. Retained certificates also carry a storage charge that is tabulated and charged once a day. Account levels are billed separately and run from $0 a month up to $5,000 a month for Enterprise. A contracted relationship requires an annual spend commitment of $24,000 or more.

How much does Jornaya cost?

Jornaya, now part of Verisk Marketing Solutions, does not publish per-token or per-lead pricing. It is sold on negotiated annual contracts. The only public benchmark comes from Vendr’s procurement data, which shows a median Jornaya buyer paying $312,000 a year across a range of $150,000 to $925,002. That figure covers a whole contract, not a single token, so treat it as an indication of how the product is sold rather than a unit price.

Is TrustedForm free?

Partly. Issuing certificates on your own web forms through Certify is free, and ActiveProspect offers a free account level at $0 a month. The paid actions are verifying a certificate and retaining it, both starting at $0.15. Certificates you never retain are deleted after 90 days if the consumer submitted the form, and after 3 days if they did not.

Do I pay for TrustedForm on leads I generate myself?

Not to create the certificate. If you own the form and the traffic, Certify issues certificates at no charge and you can pass them straight to your buyers. You would only pay if you choose to retain those certificates for your own records, or to run Verify on them. Costs arrive when you claim or validate a certificate, which is normally something a buyer does to someone else’s lead.

Is TrustedForm or Jornaya cheaper?

There is no honest way to answer that from published information, because only one of them publishes a price. TrustedForm has a stated floor of $0.15 per certificate and a self-serve path that starts at $10 a month, so a small or mid-size buyer can price it without a sales call. Jornaya requires a negotiated contract, and the available benchmark data puts those contracts in six figures annually. For a buyer under a few thousand leads a month, that difference in how they sell is more decisive than any per-unit rate.