The Law Conference of Champions 2026 brought together attorneys, compliance leaders, marketers, and technology providers for several days of detailed discussion about where TCPA, consent, privacy, and lead generation compliance are heading next. 

For ActiveProspect, the event was an opportunity not only to join those conversations, but to see clearly how the market is thinking about proof of consent, litigation readiness, revocation handling, data accuracy, and the growing overlap between TCPA and privacy risk.

One of the clearest themes throughout the event was that consent documentation is no longer being treated as a box-checking exercise. Across sessions and conversations, the standard being discussed was much more operational: Brands want evidence that can hold up under scrutiny, support vendor vetting, and help them respond quickly when legal questions arise.

Consent is still central, but the standard is getting more specific

A major focus of the conference was how consent standards continue to evolve in practice. 

Speakers repeatedly emphasized that businesses need to think beyond whether consent exists in theory and focus instead on whether they can show what the consumer actually saw, what they clicked, and how the lead was generated. Several discussions reinforced that plaintiffs are increasingly looking for proof, not just policy language or vendor assurances.

That theme showed up strongly in the Consent Counts session, where panelists from Veterans United, DMS, American Family Insurance, and Americor discussed operationalizing one-to-one consent, validating disclosures, and handling revocation in increasingly complex environments. 

Among the recurring points:

• Direct consumer intent matters more
• Design and disclosure details matter in litigation
• Visual playback is becoming a more important part of how brands defend consent claims

ActiveProspect’s role in that architecture is crucial, particularly around documenting the details of consumer interaction and providing session-level evidence that can be used in court.

The discussion also highlighted how much implementation work is still required on the brand side. Revocation management, for example, was described as both legally important and operationally demanding, especially for large organizations working across multiple systems and business units.

The takeaway was not just “honor opt-outs,” but make sure your systems, training, and suppression processes can actually do it consistently.

Visual proof and session replay kept coming up

One of the most notable patterns at LCOC was how often the conversation moved beyond traditional certificates toward richer forms of documentation. 

That came up not only in brand-panel discussions, but even from the plaintiff perspective. In the “Shark Tank Returns” session, plaintiff attorneys reportedly acknowledged that when a company can quickly produce strong session replay evidence showing a clear disclosure and affirmative click, it can change how a case is evaluated. 

That is an important signal for brands: The question is no longer just whether records exist, but whether they are specific, accessible, and persuasive.

Brands are looking for practical answers

There was clearly a need for more practical education. Attendees were not just asking abstract legal questions; they were asking what should be disclosed, when scripts should fire, how consent banners should work, and how companies can protect themselves while still preserving the documentation they need. 

The broader message from the conference was that privacy and consent can no longer be managed in separate lanes. Businesses need to understand how TCPA defense, lead documentation, website tracking, and privacy disclosures interact. That is now part of operational compliance.

Wrong numbers, fraud, and bad data remain major risk areas

Another major thread running through LCOC was the data quality concern: The risk of dialing the wrong number, contacting recycled numbers, or allowing fraudulent or manipulated leads into the system. Those are not just performance problems; they were repeatedly framed as litigation and compliance risk.

Conference discussions emphasized that approximately 10% of phone numbers are recycled, that aged leads can create additional exposure, and that companies should think carefully about how they handle wrong-number data.

One especially practical takeaway was that bad numbers may be safer to remove entirely rather than simply suppress in place, since those records can create risk later. Reassigned Number Database (RND) use, number verification, and bot detection all came up as meaningful operational controls.

That connected closely to another major theme from the event: The importance of preventing bad or suspicious leads from entering the dialing workflow at all. 

In Puja Amin’s session, checking whether a vendor uses ActiveProspect’s TrustedForm was described as a critical part of assessing whether that source should be considered lower-risk or higher-risk in vendor onboarding.

What stood out most

What stood out most at LCOC 2026 was how much the conversation has shifted from abstract compliance theory to implementation detail. The market is asking more pointed questions now:

• How do we prove consent more clearly?
• How do we keep bad leads out before they create risk?
• How do we handle revocation across complex systems?
• How do we vet vendors based on evidence, not just representations?

The conference made clear that proof, transparency, and operational controls are becoming more central to how brands think about both compliance and lead quality. It also showed that many companies are still actively working through how to apply those principles across their own programs.

For ActiveProspect, participating in LCOC was a valuable chance to be part of those conversations, clarify where the market is still uncertain, and deepen relationships with the people shaping what compliant customer acquisition looks like next.

If there was one broad takeaway from the week, it is this: In today’s environment, consent records, vendor transparency, fraud controls, privacy disclosures, and data accuracy are no longer separate compliance tasks. They are increasingly part of the same operational system.

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LeadsCon 2026 gave ActiveProspect the chance to do what we value most at events like this: Connect with customers, meet new partners, share what we’re building, and have meaningful conversations about where lead generation is headed next. From the energy on the show floor to the strong engagement at our booth, this year’s event created real momentum around compliance, identity, lead quality, and partner growth.

Offering the full ActiveProspect experience

Our booth stayed busy throughout the event, with a healthy mix of buyers, sellers, and current customers stopping by to connect. That gave us the opportunity to showcase how ActiveProspect continues to expand beyond individual products into a broader platform for compliance, lead intelligence, and ecosystem growth.

One of the things that made this year especially meaningful was doing something a little different with TrustedShot, our open headshot booth on the conference floor. Available to anyone attending LeadsCon, TrustedShot gave people the chance to sign up for a professional headshot session right at the event. 

The idea behind it was simple: This industry runs on relationships, and in a digital-first world, one of the easiest ways to start building stronger professional connections is with a great headshot. Whether for LinkedIn, company profiles, speaker bios, or outreach, a strong photo helps put a face to a name and makes it easier to connect. TrustedShot was our way of creating value for attendees while supporting the kind of authentic, person-to-person connection that keeps this industry moving forward.

Closing the gap between buyers and sellers

For years, there has been a clear need in the lead gen industry for better ways for buyers and sellers to find each other, build trust, and start relationships on stronger footing. As we’ve built deep relationships with both sides of the market, we’ve been in a unique position to help address that gap in a more structured way.

That is what made the response to our newer ecosystem initiatives so exciting at LeadsCon. Attendees showed strong interest in:

• The Seller Directory
• The Lead Gen Alliance Slack community 
• The Publisher Partner Program

Together, these initiatives reflect something bigger: A more official, accessible ecosystem where professionals across lead generation can connect more easily, gain visibility, and grow within a more transparent and trusted environment.

Driving some of the industry’s biggest conversations

LeadsCon 2026 covered a wide range of important topics across the lead gen ecosystem, and ActiveProspect had the opportunity to help drive several of the biggest conversations happening in the industry right now through three speaking sessions.

In “Industry Insights: Identity, Consent, and Customer Acquisition,” ActiveProspect CEO Steve Rafferty joined Tim Finnigan and Iain Steeves of Farmers Insurance to explore the significance of ActiveProspect’s acquisition of Verisk Marketing Solutions. The session focused on what it means for the industry when consent and compliance leaders like TrustedForm and Jornaya/LeadiD come together with identity and data intelligence capabilities now represented by InfutorData.

The conversation highlighted why trust and compliance are no longer side considerations but core components of lead performance, how identity and data are reshaping customer acquisition, and what those changes look like in practice for sophisticated brands like Farmers Insurance.

Tim Finnigan, Head of Growth Marketing at ActiveProspect, also took the stage in “From Leads to Lifetimes: How Data Quality Drives Performance and Customer Experience,” alongside Michelle Barbeau of eHealth and Gregg Johnson of Invoca. 

Their session tackled a challenge many marketers are feeling directly: As acquisition costs increase and compliance pressure grows, lead generation can no longer be judged by short-term conversion alone. Instead, the conversation focused on how stronger data quality, better identity strategies, and a longer-term definition of quality can improve both business performance and customer experience.

A third session brought Matt Fraser, GM of Insurance at ActiveProspect, to the stage for “Scaling Lead Gen with AI Voice and the Future of Automated Calling,” alongside Brock Thompson of QuoteWizard by LendingTree, John Henson of Henson Legal, and Will Bodewes of Phonely.

This panel explored one of the most fast-moving areas in the market today: How AI voice is changing outbound calling and lead generation operations. The discussion covered how businesses can use AI voice to reduce operational costs, improve efficiency, and rethink the traditional call center model, while also addressing the growing importance of automated compliance and the need to deliver a consumer experience that still feels natural and human. Together, the panel offered a practical look at how AI-driven calling is moving from experiment to real operational strategy.

Bringing the community together

Outside the speaking sessions, LeadsCon created a lot of room for productive one-on-one conversations. The team met with customers and prospects across Insurance, Legal, Healthcare, Home Services, Education, and more. Many of those conversations centered on practical topics like lead scoring, bot detection, data enrichment, ping/post workflows, partner onboarding, and opportunities to combine compliance with better performance.

LeadsCon also created a lot of opportunities for people to connect beyond the booth and speaking sessions, and those moments were a major part of the experience. Our socials were packed from start to finish, with strong turnout and great energy across every event.

This year’s lineup included:

• Unified Social, hosted by ActiveProspect and InfutorData, which brought attendees together for an evening of conversation and connection around the future of the combined businesses.
• The Trade Table, presented by ActiveProspect, Lavin Media, and Hatch, which offered Home Services leaders a more intimate VIP dinner and after-party experience centered on meaningful relationship-building.
• The Insurance Social, presented by ActiveProspect, FinanceBuzz, QuoteWizard, Fenris, LeadSwami, and Arity, which brought together Insurance and performance marketing professionals for a lively happy hour.
• The Snapchat x ActiveProspect Dinner, hosted with Snapchat, which gathered leaders across Financial Services, Legal, Education, and Healthcare for deeper conversation over dinner.

Together, these events gave buyers, sellers, partners, and industry peers the chance to keep conversations going, meet new people, and build stronger relationships. We value these gatherings as an important part of how the community collaborates, networks, and builds lasting connections beyond the conference floor.

Building what’s next in lead gen

What stood out most at LeadsCon 2026 was the sense that the market is moving decisively toward a more connected, accountable, and data-driven future. Compliance, consent, identity, and lead quality are no longer separate conversations. They are increasingly part of the same one.

We’re grateful to everyone who helped make LeadsCon 2026 such a success, from the speakers and customers who shared their perspectives to the partners, prospects, and industry peers who took the time to connect with us throughout the week. 

Thank you to everyone who stopped by the booth, joined a session, or came to one of the events. It was great to reconnect with so many familiar faces, meet new ones, and keep building momentum together across the industry.

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Rebrand reinforces focus on identity resolution and consumer intelligence data solutions

Austin, TX – April 21, 2026 – ActiveProspect, the leading platform helping B2C marketers identify and engage directly with their ideal customers, today announced the rebranding and strategic realignment of its recently acquired Verisk Marketing Solutions business as InfutorData.

Backed by Five Elms Capital, ActiveProspect acquired Verisk Marketing Solutions from Verisk Analytics (Nasdaq: VRSK) to strengthen its leadership in lead certification and TCPA compliance while expanding into identity resolution and marketing intelligence. The launch of InfutorData establishes a clear operating model: two distinct but complementary offerings serving different parts of the marketing ecosystem. The combined company now exceeds $100 million in annual recurring revenue.

The ActiveProspect platform remains focused on powering the opt-in lead generation ecosystem, providing a comprehensive platform for TCPA compliance, lead filtering, lead orchestration, and partner management. InfutorData operates as a dedicated data and identity business, delivering high-quality identity resolution, enrichment, and marketing intelligence solutions to marketers, data providers, and software platforms.

“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. “With InfutorData, we’re extending that vision beyond opt-in lead generation into the broader data ecosystem. 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.”

InfutorData enables organizations to better understand and reach their audiences by linking identities across channels, improving match rates, reducing fraud, and driving more effective marketing outcomes. Its solutions power more accurate targeting, stronger customer acquisition, and greater value across digital marketing channels.

ActiveProspect completed the acquisition of Verisk Marketing Solutions in December 2025. Raymond James served as financial advisor on the transaction.

About ActiveProspect

ActiveProspect empowers marketers to identify and engage directly with their ideal customers. Its consent-based marketing platform supports brands and publishers across the lead lifecycle with an integrated solution for TCPA compliance, lead filtering, lead orchestration, and partner management. Its InfutorData (formerly Verisk Marketing Solutions) business provides identity resolution and marketing intelligence solutions that help marketers engage their audiences with timely, relevant, and compliant messaging. For more information, visit activeprospect.com and infutordata.com.

About Five Elms Capital

Five Elms Capital is a growth investor in software businesses that users love, providing capital and resources to help companies accelerate growth and further cement their role as industry leaders. With over $3 billion in assets under management and a team of over 80 professionals, Five Elms has invested in more than 70 software platforms worldwide. Beyond providing capital, Five Elms delivers strategic and operational expertise, focused on executing initiatives that move the needle on growth, retention, product, and AI to set companies up for long-term success. For more information, visit fiveelms.com.

Media inquiries:

Gregg Poulin
ActiveProspect
gregg.poulin@activeprospect.com
https://activeprospect.com/contact-us/ 

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The ActiveProspect team is back from an energizing few days at Rilla Masters, the flagship conference for mastering in-person sales. Set at the Diplomat Beach Resort, the event brought together some of the top sales teams, operators, and leaders in the country to focus on one thing: building high-performing, revenue-driving organizations.

From the moment things kicked off, the energy in Florida was palpable. With so many high-level teams in attendance, conversations naturally centered around the challenges everyone is facing right now. From tighter margins to more selective buyers to the growing role of technology in the sales process, the energy throughout the event reflected a newfound urgency, but also a clear sense of opportunity.

A few of the biggest themes we heard across sessions and conversations:

• Building elite sales cultures: Leadership is a prerequisite to create disciplined, accountable, high-performing teams. 
• The rise of real-time coaching and AI: From live coaching during customer conversations to scalable training across large teams, businesses are finding ways to improve performance faster than ever with the help of AI.
• Understanding buyer behavior: The best teams aren’t just talking more, they’re communicating better.
• Scaling without losing quality: Ramping up large sales teams quickly, without sacrificing performance, is made possible through clear processes, consistent coaching, and strong operational alignment.

Outside of the sessions, Rilla Masters created plenty of space to connect. Whether it was early morning workouts, conversations between breakouts, or time spent in the sponsor village, we had the chance to meet with a wide range of teams and hear firsthand what’s working in the field right now.

One of the highlights for our team was the Jungle Afterparty. It was a fun, high-energy way to wrap up the day and spend more time building relationships in a relaxed setting. Events like that tend to lead to some of the most honest and valuable conversations.

After three packed days, we’re walking away with a clear takeaway: the in-person sales landscape is getting more competitive, and the teams that invest in better processes, stronger compliance, and smarter use of technology will have the edge.

A big thank you to the Rilla team, the speakers, and everyone we connected with throughout the event. If you didn’t get a chance to attend, we’d still love to connect. ActiveProspect is heading to more events than ever in 2026. Stay informed about our upcoming events or connect with us now and be a part of the exciting future of lead generation.

The post Rilla Masters 2026 recap appeared first on ActiveProspect.

As the ActiveProspect ecosystem continues to grow, we’re making it easier for buyers and sellers to understand who they’re working with, what they specialize in, and how they operate. 

That’s why we’ve enhanced Company Profiles inside the platform. Giving organizations a stronger, more structured way to represent themselves.

These updates transform Company Profiles from basic account information into a meaningful business identity within ActiveProspect.

A more complete picture of your business

With the enhanced Company Profiles, organizations can now provide clearer, more structured information about:

• Industry and vertical focus
• Geographic coverage
• Lead types and specialization
• Company details and branding

Instead of relying on informal conversations to communicate capabilities, your profile now helps partners quickly understand who you are and how you operate.

For buyers, this means better insight when evaluating potential partners.

For sellers, it means greater visibility and a clearer way to communicate your value.

Reduce friction in new partnerships

One of the biggest challenges in lead generation is the time and effort required to establish trust with a new partner. Buyers want confidence. Sellers want credibility.

A complete and up-to-date Company Profile helps bridge that gap by creating transparency from the start. Maintaining this level of accuracy across an ecosystem requires the scale of a company data API, which provides the fresh, granular insights necessary to keep business identities current as markets shift. When your company details, specialization, and coverage areas are clearly defined, conversations move faster and relationships start on stronger footing.

The foundation for what’s next

Company Profiles are more than a cosmetic update. They are a foundational layer for the future of the ActiveProspect ecosystem.

As we continue building initiatives designed to:

• Improve partner discovery
• Increase transparency between buyers and sellers
• Recognize trusted participants within the platform

Your Company Profile will play a central role.

By completing and maintaining your profile today, you position your organization for greater visibility and participation in upcoming ecosystem-driven programs and connection opportunities.

Strengthen your presence

Whether you buy leads, sell leads, or operate somewhere in between, your Company Profile represents your identity inside ActiveProspect.

We encourage you to review and enhance your profile to ensure it accurately reflects your capabilities and specialization.

A stronger profile leads to stronger partnership, and stronger partnerships drive better outcomes.

Log in to update your Company Profile today!

Not on ActiveProspect yet? Now is the perfect time to get started.

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ActiveProspect kicked off its first product-specific webinar of the year with a clear message: The lead generation ecosystem is evolving fast—and trust, transparency, and performance have to evolve with it.

This session walked through three things customers care about most right now:

• What ActiveProspect launched in 2025
• How those launches connect into one platform vision
• What’s coming in 2026, including a major expansion beyond web leads into inbound calls
  

Along the way, the team also addressed a major piece of news: ActiveProspect’s acquisition of Verisk Marketing Solutions (VMS)—a move that signals bigger ambitions for how data, identity, and compliance will power lead acquisition in the years ahead.

Below is a recap of the biggest takeaways—and why they matter for lead buyers, sellers, and anyone building a scalable lead program in 2026.

Key takeaways

• ActiveProspect acquired Verisk Marketing Solutions to combine a software platform + high-quality data—more capability, better ROI, and simpler offerings over time.
• ActiveProspect is building one connected platform (not separate tools) focused on trust, transparency, and performance across the full lead lifecycle.
• TrustedForm is the foundation—capturing independently verifiable lead event data that powers compliance and optimization.
• Bot detection is a top lead-quality pain; new bot detection signals in Insights help identify non-human leads that skew reporting and create TCPA risk.
• Optimization Hub turns signals into action with recommendations to improve lead quality (starting heavily with bot-related guidance).
• Vendor Reports improve partner accountability with clearer, on-demand vendor-level visibility (reducing spreadsheet reconciliation and disputes).
• LeadConduit is the execution engine that uses trusted inputs (consent + quality signals) to filter, route, and deliver leads for better outcomes.
• Closed-loop reporting is expanding via conversion/disposition feedback (Salesforce + LeadPerfection first; HubSpot was the top next request).
• Free buyer accounts strengthen buyer–seller collaboration by enabling shared reporting and easier partner setup from day one.
• 2026 preview: Expansion into calls—including “in-call consent” concepts to capture express written consent and bring call leads into LeadConduit-like workflows.

Now let’s unpack the topics presented above.

A major announcement: ActiveProspect acquires Verisk Marketing Solutions

ActiveProspect’s Founder and CEO Steve Rafferty opened with context on the newly announced acquisition of Verisk Marketing Solutions (VMS), announced on January 8.

Who is VMS?

VMS was a division of Verisk Analytics, primarily made up of two well-known brands:

• Jornaya, a long-time compliance competitor in the TCPA space.
• Infutor, a consumer identity management provider offering data for verification, enrichment, and identity scoring.
  

Steve emphasized that while ActiveProspect and Jornaya competed for years, the two companies ultimately shared a mission: Bringing trust and transparency to online lead generation. But he also highlighted the key difference:

• VMS is fundamentally a data company.
• ActiveProspect is fundamentally a software platform company.
  

That distinction is what makes the combination compelling.

Why it matters

Steve framed the acquisition as a way to accelerate what customers want most: Better inputs, smarter decisioning, and fewer wasted dollars.

At a high level, he described three outcomes the acquisition should drive over time:

1. A more powerful platform: Bringing VMS data into the ActiveProspect platform could help customers better identify leads, price them appropriately, and improve ROI.
2. More innovation: Two experienced teams, two sets of technology, and shared learnings should speed up delivery and improve outcomes.
3. A higher standard of performance: Greater scale and expertise should improve reliability and customer experience—and ideally simplify offerings for the ecosystem.

One connected platform, not a collection of tools

After the acquisition update, the product team turned to the main theme of the webinar: Designing a better lead ecosystem for 2026. The starting point was a clear platform philosophy.

As Product Manager Nicki Baker explained, ActiveProspect isn’t positioning its products as separate tools—it’s building a single platform experience designed to bring trust, transparency, and performance together across the lead lifecycle. The goal is a more streamlined experience where customers can use multiple capabilities without stitching together disconnected workflows.

TrustedForm remains the foundation: Trust first, then performance

Technical Product Manager Christopher Williams described TrustedForm as more than a compliance tool—it’s infrastructure. Because a TrustedForm Certificate captures the lead event in detail, it becomes a foundation for:

• Documenting proof of how the lead was generated
• Verifying compliance requirements
• Unlocking optimization, filtering, and routing decisions
• Powering insights that go beyond “did we get a lead?” into “what’s behind this lead?”
  

In other words: Once you establish trust, you can begin making smarter decisions.

The biggest lead quality challenge in 2025: Bots (and what to do about them)

According to Christopher, bots are now a major industry problem, and if you don’t think you’re dealing with them, you may just not be seeing them yet.

Why bots create a compliance and performance crisis

The team highlighted a key point that’s especially important for 2026:

• Bot-generated leads can look legitimate
• They can use real consumer information
• But the consumer did not actually fill out the form
  

That creates two major risks:

1. Consent becomes invalid: If a bot completed the form, the consumer never meaningfully consented. That means companies may be acting on “fabricated consent,” increasing TCPA exposure.
2. Optimization becomes unreliable: Bot leads skew reporting, pollute conversion data, and can lead teams to make the wrong decisions about channels, vendors, and spend.

2025 launch: Bot Detection inside TrustedForm Insights

To address this, ActiveProspect introduced bot detection signals via the TrustedForm Insights product—designed to help customers identify “obvious” indicators of automation or scripted submissions.

But Christopher also made an important point: Insights is only useful if teams know what to do with it—which led into the next major launch.

From insights to action: Optimization Hub

A common pain customers shared with ActiveProspect is simple: “You see more lead data than anyone—tell us what we should do.”

To meet that need, ActiveProspect introduced Optimization Hub, which turns lead quality signals into recommendations customers can act on.

Think of it as guided optimization inside the platform:

• Identify issues impacting lead quality (starting heavily with bots)
• Recommend product features, settings, or adjustments
• Reduce guesswork by operationalizing what ActiveProspect has learned since 2004
  

Today, it’s early. Over time, the plan is to expand recommendations beyond bot-related guidance into more categories of lead quality and performance improvement.

Vendor-level visibility: Vendor Reports bring accountability to partner networks

Lead quality isn’t only a lead-level issue. For most buyers, the real operational challenge is vendor networks.

To solve that, ActiveProspect launched Vendor Reports in 2025. The goal is to create a shared source of truth that makes it easier to:

• Compare vendors using consistent metrics
• Spot issues tied to specific sources
• Reduce spreadsheet reconciliation
• Strengthen accountability and partnership performance

LeadConduit: The engine that turns trusted inputs into outcomes

If TrustedForm is the foundation, LeadConduit is the connective tissue.

Leandro Estrella, Associate Product Manager, described LeadConduit’s role as the engine that takes trusted data—consent signals, quality indicators, enrichment data—and turns them into action:

• Filtering
• Routing
• Delivery logic
• Decisioning tied to business outcomes
  

The point isn’t simply moving leads faster. It’s ensuring every lead is routed and acted on appropriately based on trust, quality, and performance goals.

Closing the loop: Conversion and disposition feedback

One of the biggest themes of the webinar was moving beyond “delivered” as the finish line. Lead buyers ultimately need to know:

• Which leads became opportunities?
• Which converted?
• Which vendors or channels produced revenue?
  

That’s why ActiveProspect introduced conversion and disposition feedback integrations starting with Salesforce and LeadPerfection. This enables:

• Closed-loop reporting inside lead operations
• Optimization based on real outcomes (not just CPL or acceptance rate)
• Better vendor evaluation
• Real-time performance feedback that can be shared with sellers

Free buyer accounts: Building a network, not just workflows

ActiveProspect also launched free buyer accounts and a “buyer step” as part of a bigger strategy: Making it easier for sellers to bring partners into a shared ecosystem.

The idea is to make collaboration simpler from day one:

• Sellers invite buyers easily
• Shared reporting is created automatically
• Buyers can configure what they need
• Both parties work from a shared view of performance
  

This is a subtle but important shift: ActiveProspect is investing not just in tools, but in network features that reduce friction between buyers and sellers.

Platform experience updates: Flow Editor, Company Profiles, unified UX

Behind the scenes, the team also invested heavily in platform usability and scalability.

Nicki highlighted updates like:

• New Flow Editor
• Company Profiles
• Unified app experience
  

All three support the same goal: Making it easier for customers to scale and for buyers/sellers to work together inside ActiveProspect.

Company Profiles in particular were positioned as a trust-building layer: Surfacing key partner context, improving onboarding, and enabling personalization as network features expand in 2026.

2026 preview: Expanding beyond web leads into calls

One of the most significant roadmap themes was expansion beyond form-based leads into inbound calls.

Product Manager Christian Goss explained why this is a natural evolution: The platform has become strong around web leads, but many customers operate in a blended ecosystem—web leads and calls.

The vision: Bring call-based leads into the same workflows customers use for web leads. That means enabling customers to:

• Capture call leads
• Document consent
• Enrich and route calls inside LeadConduit
• Apply suppression, logic, and decisioning the same way they do with forms
  

In-call consent: Turning a call into express written consent.

Christian also gave a preview of how “in-call consent” may work:

• A call center (or AI intake) triggers a text message
• The consumer receives a link to a page
• Consent is captured via a two-click flow (low friction)
• The business can then follow up by call/text with express written consent
  

The team confirmed they are building a waitlist and recruiting interest for beta participation via customer reps.

Where ActiveProspect is heading: A more trusted, connected lead ecosystem

The final roadmap themes for 2026 were summarized as:

• Expanding into calls
• Deeper partner collaboration
• Growing across social lead channels
• Enabling more flexible seller distribution
  

But the most consistent thread was this: ActiveProspect is moving from a set of products into a unified platform designed to help the ecosystem operate with higher trust, transparency, and performance.

And layered on top of that platform trajectory is the acquisition of VMS—bringing the potential for richer data inputs that can improve:

• Lead identification and pricing
• Filtering and enrichment
• Quality scoring and performance decisioning
• Possibly even bot detection capabilities over time
  

As Steve put it, customers want simplification. The platform direction—and the acquisition—are both steps toward building that simpler, stronger foundation for growth.

Conclusion

As lead generation moves into 2026, the message from this webinar was clear: Growth without trust is no longer sustainable. Between rising compliance risk, increasingly sophisticated fraud, fragmented vendor networks, and expanding acquisition channels like inbound calls, lead programs need more than point solutions—they need a connected system that turns trusted inputs into measurable outcomes.

ActiveProspect’s 2025 launches, platform investments, and acquisition of Verisk Marketing Solutions all point toward the same goal: Building a lead ecosystem where buyers and sellers can operate with confidence, act on real insights, and scale without unnecessary risk.

For teams planning their 2026 strategies now, the takeaway is simple—lead generation success will depend less on volume alone, and more on how well trust, transparency, and performance are designed into every step of the journey. And ActiveProspect is determined to help you do that.

The post Designing a better lead ecosystem for 2026: ActiveProspect’s 2025 recap + what’s next appeared first on ActiveProspect.

Today, Wednesday, January 28, we celebrate Data Privacy Day, which marks the start of a week where we can expect to see thought-provoking content raising awareness around the topic of data privacy across various media platforms.

Overview

Privacy holds different meanings for individuals in various contexts, such as work, family, online interactions, and public spaces. U.S. State, U.S. Federal, industry, and international data regulations define privacy and its scope differently. This variability makes establishing a universal standard challenging, especially for developing data products and services.

However, the field of privacy is gaining recognition and becoming increasingly important. According to a survey conducted by PwC, 34% of companies are now using privacy as a growth enabler to launch new data-driven products. Privacy teams are gaining responsibilities beyond privacy, including AI governance, data ethics, platform liability, cybersecurity, and regulatory compliance. That expanded mandate is especially urgent for smaller companies. According to Network Right, 43% of cyberattacks specifically target small businesses, and 60% of those hit close permanently within six months.

What used to be a niche specialty has now gained recognition and importance. For example, the fact that universities are now offering privacy-focused courses that combine Computer Science, Business, and Law is a sign that this field is expanding beyond the legals of data regulation compliance and more into the practical application of privacy in products and services that are powered by personal data.

How we prioritize privacy and security in our products and services

At ActiveProspect, we deeply value privacy and security and we are constantly working to ensure they are a priority in all the products and services we provide.

The TrustedForm service helps website owners and customers document, analyze, or archive product or service registrations and the visitor interactions occurring around consent to contact notices, terms, and disclosures on webpages.

We help customers make more informed and compliant decisions about outreach to individuals who consent to be contacted by email, text message, phone call, or postal mail.

We do not sell personal data or use it for any purpose beyond the contracted processing, analysis, or transfer services. ActiveProspect does not sell website webform data or personal data to other parties. We are a service provider processing customer owned or customer directed data under contracted terms and on behalf of customers.

Data is used for lead generation processing, consent to contact transaction documentation, bot detection, and related data analysis use purposes only.

Check out our range of products, functions, and features designed to bring individual consumers and businesses enhanced transparency, responsible data processing, confidentiality, information security, and privacy-focused solutions.

Confidentiality and privacy in data use

• Data submitted to our LeadConduit, TrustedForm, and LeadsBridge platforms remains under client ownership, control, and direction. We do not sell personal data or use it for any purpose beyond the contracted processing, analysis, or transfer services.
• TrustedForm supports website domain ownership verification features.

Secure data retention and deletion

• We only retain client LeadConduit submitted “lead data” for 90 days, ensuring it’s available for processing, analysis, and decision-making before being marked for deletion.
• TrustedForm has defined data retention periods of 3 days and 90 days or up to 5 years for Retain product lead data. The latter retention period is for client compliance consent management and transaction purposes.
• LeadsBridge client “lead data” is generally not stored or retained after the source-to-destination data transfer confirmation. Some bridge configuration standards however do have a 90 day retention period defined to allow reasonable time for error correction,online backup, and restore functionality.

Privacy-compliant notices, choice, opt-in consent

• Our TrustedForm Verify tool assists business customers with compliance functions by analyzing webform language sources (first-party or third-party) for notice and consent language aiding compliance with consumer data privacy regulations like the US Telephone Consumer Protection Act (TCPA).
• TrustedForm consent capture can also function in mobile apps that support common Lead Ads standards. We believe Lead Ads are more transparent or provide consumers a clear choice and consent mechanism for the sharing of personal and contact information when interested in being contacted about a product or service in digital ad experiences.  

Limited data sourcing and collection

• TrustedForm’s Certify services only run on client webforms or partner mobile app Lead Ads forms.
• TrustedForm service is not a web browser cookie-based solution and is aligned with web browser depreciation of third-party browser cookies tracking.
• LeadConduit service supports lead source token authentication for API data exchange. It allows clients to only receive and analyze authorized lead sources.

Compliant data transfer mechanisms

• Our practices include adhering to cross-border EU-US Data Privacy Frameworks and employing encryption in transit for security.

Data masking and obfuscation

• We offer sensitive data field flagging features, such as LeadConduit Sensitive Data Fields Hashing and TrustedForm PII Masking.
• In a TrustedForm consent Session Replay, sensitive data fields can be flagged with ****** marks for visual reference. This feature ensures the data remains confidential, invisible, and unrecorded in TrustedForm.
• Some LeadsBridge services affiliated with social or digital advertising mask or obfuscate data fields in reporting to allow transaction validation while limiting PII identification.

Continuous security monitoring, alerting, auditing, and reporting 

• ActiveProspect attests to a series of security, availability, and confidentiality internal controls, continuously monitored and independently audited to our SOC2 controls report annually. If you would like to see our security controls and policy procedures, please view our Security and Trust Portal.
• Here you can find more information about our SOC2 and what it means.
• ActiveProspect also provides status and availability of our SaaS services on our Status page.
• ActiveProspect services are continuously monitored for security events and vulnerabilities. We perform routine security penetration testing on our SaaS platform services. Pen Tests involve independent security services and individuals who scan our application looking for weaknesses and ways to access the application or data. Findings are shared in a detailed report and we work to promptly address and resolve findings from the penetration tests.

In today’s digital environment, it’s crucial to align rigorous security and privacy measures, such as SOC2 audits and routine penetration testing, with proactive solutions to safeguard web-based systems. Techniques like web application security testing empower organizations to detect vulnerabilities, remediate weaknesses, and strengthen their protection of both personal data and transactional information throughout the software development lifecycle.

Data Subject Requests (DSRs)

• Even as a service provider, we have procedures to help support and fulfill client Data Subject Requests, including data deletion requests of client or partner controlled data. Any data subject request can reach our privacy office for review and actioning at privacy@activeprospect.com.

A strong commitment to privacy also in our core values

Privacy-focused elements are deeply embedded in many of ActiveProspect’s core values.

Leads ARE People

We understand that the leads we handle represent real individuals – people who could be our own friends and family. Unlike typical marketing companies that prioritize their own business interests over consumer privacy, we put the consumer first. We shape our strategy with this mindset and go to great lengths to safeguard the interests of these leads and the consumers themselves.

Transparency Drives Trust

ActiveProspect operates with complete transparency, believing that clarity fuels progress. As individuals and as an organization, we are upfront and fully transparent about our actions, leaving no room for hidden agendas.

Competence Creates Confidence

We believe in practicing what we preach. Our customers and teammates rely on us to be the leading experts in consent-based marketing. We achieve this by excelling in our field and sharing our knowledge with others. As lifelong learners, we understand the importance of staying humble and constantly expanding our knowledge.

Together is Better

To reach our destination, we set our sights on the collective goal. We foster collaboration, recognizing the power of joining forces for even greater achievements.

Conclusion

At ActiveProspect, we encourage open exploration and discussion “On Privacy and Technology.” We fully acknowledge the complex nature of meeting privacy requirements, and we’re determined to face this challenge head-on.

We’re thrilled about the journey ahead, which involves knowledge sharing, creative collaboration, and countless opportunities. By placing renewed emphasis on privacy considerations in our products and services, we aim to provide a secure environment for our clients, partners, consumers, and the wider community who rely on us as trustworthy guardians of their data.

Wishing you all a Happy Data Privacy Week!

The post Celebrating Data Privacy Week appeared first on ActiveProspect.

In the world of digital marketing and lead generation, ensuring the quality of leads is critical. That’s where ActiveProspect and its innovative product, TrustedForm, come in. 

This guide will cover the basics of ActiveProspect, explain what TrustedForm is, and why a TrustedForm Certificate is so important. We’ll also go over how TrustedForm works and how it can be a game-changer for publishers and advertisers who want to certify and increase the value of their leads.

Who is ActiveProspect?

ActiveProspect is an all-in-one consent-based marketing platform that sits between your lead sources and revenue stack. 

Here’s what we do, in real time:

• Provide transparency into lead origin
• Document consent to contact opt-in transactions
• Route lead data through third-party integrations or add-on services
• Direct prospect data to your sales and marketing systems
• Safeguard you from TCPA risk before outreach

All this helps you convert more and waste less resources. 

ActiveProspect certifies over 1B+ leads/year and is the trusted leader in the industry when it comes to consent-based marketing.

What is TrustedForm?

TrustedForm is the ultimate compliance solution for documenting TCPA consent on digital lead capture forms. It helps you maintain independent proof of consent while gaining performance insights that let you optimize lead acquisition and routing.

TrustedForm offers different products. Here’s how each helps you:

• TrustedForm Certify documents lead events in the form of a TrustedForm Certificate that can be used as evidence to prove how leads were generated. 
• TrustedForm Retain stores certificates and makes them readily available during the statute of limitations for marketing related laws.
• TrustedForm Verify helps check for prior express written consent to enable use of regulated technology and otherwise restricted actions. 
• TrustedForm Insights allows you to make informed decisions to optimize lead-buying strategies and maximize your ROI.

Be aware that TrustedForm Certify only allows you to generate a certificate for each lead coming from a landing page or website that has installed our software development kit (SDK). This free service does not automatically offer TCPA protection, but is the first step toward compliance.

What is a TrustedForm Certificate?

A TrustedForm Certificate is a digital document that captures and verifies the lead generation process. It includes a step-by-step record of the consumer’s interaction with the lead form, including the data submitted, and the timestamp, providing transparency and accountability.

How it works

When a consumer submits a form on a website, TrustedForm captures this interaction in near real time. The Certificate is then generated, providing a comprehensive audit trail that can be shared with partners and clients to provide transparency into how the lead was generated.

Supported for all websites

Generate certificates for any website, enabling widespread use of TrustedForm. Whether you own the site or work with third-party publishers, you can document leads from various sources, ensuring unmatched coverage and transparency.

Enhancing publisher trust

For publishers, TrustedForm Certify is a valuable tool that not only certifies leads but also builds trust with buyers. By providing a transparent and verifiable lead generation process, publishers can enhance their reputation and increase their value in the market.

Capturing every detail

Each TrustedForm Certificate captures the consumer data, time and date of the interaction, and the URL where the lead was generated. This comprehensive audit trail leaves no question about the origin and history of the lead.

How does TrustedForm work?

Step 1: Add TrustedForm Certify to your web forms

In order to use TrustedForm Certify, which is available for free, you need to follow the instructions in the TrustedForm application which includes adding a javascript snippet to your web forms. When TrustedForm Certify is incorporated into a publisher’s lead generation forms, it starts capturing data right away.

This seamless integration is designed to record every interaction, beginning the moment a consumer engages with the form. See the recommended TrustedForm web form integrations available.

Step 2: Near real-time capture

As your potential customer fills out the form, TrustedForm Certify gets to work, capturing each keystroke, mouse click, and action in real time. This meticulous process ensures that every interaction is crystal clear and verifiable.

Step 3: Certificate generation

Once your form is submitted, TrustedForm Certify creates a Certificate. This TrustedForm Certificate includes all the information captured, such as the consumer’s input, the time of submission, and the URL of the lead form. This record is stored securely and is protected against tampering.

Step 4: Distribute the Certificate

You, the publisher, can send the TrustedForm Certificate to your advertisers and partners with ease. The process appends the certificate URL to your leads, so no extra work is necessary. The certificate acts as clear and verifiable proof of the lead’s authenticity and quality.

Step 5: Store the Certificate

Once the TrustedForm Certificate is created for a lead, our platform stores it for 90 days. During this time, you can use TrustedForm Retain to store a copy of it long term. In that case, it will be stored in your account for 5 years, allowing you to have easy access to it in case you need it. If you don’t retain the Certificate within 90 days, it will be deleted forever with no possibility of ever retrieving it.

Step 6: Streamline the process

If you’re buying hundreds or thousands of leads, you can’t possibly check Certificates for each one of your leads. Thankfully, TrustedForm Verify helps you automate the process by programmatically monitoring that your requirements for the disclosures used to obtain prior express written consent are satisfied and presented digitally in a one-to-one manner to scale your auditing capabilities.

Introducing TrustedForm’s bot detection solution

TrustedForm now goes beyond documenting consent with the launch of a bot detection solution designed to identify and block bot-generated leads at the point of submission.

While a TrustedForm Certificate shows how a lead was generated, TrustedForm Bot Detection adds critical context by analyzing whether that submission was made by a real human or automated software. Using behavioral and environmental signals captured within each TrustedForm Certificate—such as interaction timing, typing cadence, scrolling behavior, and execution environment—Bot Detection flags non-human activity that traditional bot detection technology tools often miss. 

This allows publishers and advertisers to filter or reject bot-generated leads before they enter downstream systems, protecting lead quality, safeguarding TCPA compliance, and preventing fake or fabricated consent from creating legal, financial, or reputational risk.

How does TrustedForm help publishers and advertisers?

TrustedForm is the bridge to trust for publishers and advertisers. It offers a clear, verifiable record of lead generation, making it easy to confirm the legitimacy of leads. This, in turn, builds stronger business relationships and bolsters credibility.

Enhancing lead quality

TrustedForm meticulously records lead data, right down to the consumer’s form engagement. This level of detail empowers publishers and advertisers to pinpoint high-quality leads, boosting conversion rates and the overall success of their campaigns.

Simplifying compliance

For publishers and advertisers, adhering to regulatory standards is non-negotiable. TrustedForm streamlines this process by offering a thorough audit trail. This confirms when lead generation efforts are in line with specified rules, minimizing the risk of penalties and audits.

Improving operational efficiency

By automating the lead certification process, TrustedForm saves you time and resources. The real-time capture and certificate generation streamline your workflows, allowing your team to focus on other critical aspects of your business.

Strengthening market position

TrustedForm empowers publishers and advertisers to stand out in the market. The capability to deliver verified, top-tier leads distinguishes them from the competition, enhancing their appeal to clients and partners.

Conclusion

TrustedForm is a game-changer in the digital marketing industry. It allows publishers and advertisers to work together to ensure that every lead has been properly generated, providing a level of transparency that is unmatched by other solutions.

In a world where trust is paramount, TrustedForm offers a straightforward and effective way to certify leads. By integrating this tool, publishers can enhance their reputation and secure better business relationships. Advertisers, on the other hand, have peace of mind that they are abiding by the law and have a way of proving that in case of litigation.

The post TrustedForm Certificate: The ultimate guide appeared first on ActiveProspect.

Today marks a defining moment for ActiveProspect – and an important step forward for the future of consent, identity, and trust in digital marketing.

See press release.

We have acquired Verisk Marketing Solutions (VMS) from Verisk Analytics, Inc., bringing together two organizations that have spent decades solving different sides of the same fundamental problem: how businesses connect with consumers in a way that is transparent, compliant, and effective.

VMS, formed primarily through the combination of Infutor and Jornaya, adds deep expertise in identity resolution solutions and consumer insights, along with a portfolio of enterprise customers. Together, we are building something bigger than either company could have created alone: a complete platform for consent-based marketing combined with a consumer identity graph.

A shared origin story

More than fifteen years ago, we launched TrustedForm to establish trust and transparency in the online lead generation ecosystem. Around the same time, another company, then known as LeadiD, was tackling the same challenge from a different direction.

We approached the problem as a software company. They approached it as a data company. We competed. We learned from each other. And over time, our paths diverged as the market evolved.

LeadiD became Jornaya and ultimately the foundation of Verisk Marketing Solutions, while ActiveProspect expanded its platform, took on strategic investment, and acquired LeadsBridge. Along the way, Verisk Marketing Solutions added Infutor, assembling one of the most respected identity and marketing data offerings in the industry.

What never changed was the shared belief that trust is not optional—it is foundational.

Over the years, I developed deep respect for the VMS team, the products they built, and their impact in the market. I believe our companies have significantly improved the level of trust and transparency in the online lead generation ecosystem. When the opportunity emerged to unite our companies as one independent organization, it felt less like a transaction and more like a convergence.

Building the next era of marketing infrastructure

Today, ActiveProspect and VMS become one company – united by a common mission, expanded by complementary strengths, and positioned to lead the next era of marketing infrastructure.

Our vision has always been to build a trusted ecosystem where consent, transparency, and privacy are embedded into how businesses grow. With VMS, that vision now extends well beyond lead generation to serve data providers, software platforms, and marketers across the broader advertising ecosystem – including those who never buy or sell leads at all.

This combination allows us to move from point solutions to platform – connecting identity, consent, compliance, enrichment, and performance into a single, coherent system of record for customer acquisition.

What this means for the future:

• A broader, more powerful platform
  We now bring together SaaS, identity, and data intelligence to solve complex challenges across marketing, analytics, and customer acquisition at scale.
• Faster and more efficient innovation
  By unifying our teams and technology, we can move more quickly to deliver products that help customers adapt to regulatory change while improving outcomes.
• Smarter identity and data foundations
  Data enrichment and validation are no longer optional, they are essential. Integrating VMS’s identity resolution capabilities enables businesses to make better decisions, pay the right price for leads, and maximize ROI from a single platform.
• A higher standard for the industry
  With greater scale, infrastructure, and expertise, we can deliver more reliability, stronger performance, and an elevated customer experience -while setting a higher bar for how identity and consent are handled across the ecosystem.

I am incredibly excited to welcome the VMS team to ActiveProspect. Together, we are not just expanding a company, we are shaping the future of how brands, publishers, and partners connect with consumers in a world where trust, privacy, and accountability matter more than ever.

This is the work ahead of us. And this is only the beginning.

For media inquiries regarding the acquisition, please email media@activeprospect.com 

The post ActiveProspect Has Acquired Verisk Marketing Solutions appeared first on ActiveProspect.

The ActiveProspect team just wrapped an incredible week at TOP 500 LIVE in Las Vegas, and the energy inside The Cosmopolitan matched the pace of an industry charging into its next chapter. Throughout three packed days, founders, CEOs, and conversion experts took the stage to share the systems, tactics, and leadership principles pushing the best home services brands forward. 

Before TOP 500 LIVE officially kicked off, we hosted our own flagship home services experience: Client Elevation Summit: IGNITE. What started two years ago as a small gathering has evolved into one of the most anticipated parts of our week in Las Vegas. This year’s summit brought together a powerhouse lineup of home services brands for a full day committed to sharpening acquisition strategy, improving ROI, and comparing notes with the people who are actively shaping where the industry is heading.

The day began with a warm welcome and introduction from our VP of Customer Experience, Alexis Krenzien, before moving straight into insight-packed sessions led by several ActiveProspect thought leaders. CEO Steve Rafferty and Director of Products Caitie Clarke opened with a deep dive into the state of the lead gen industry and the ActiveProspect product roadmap, followed by a candid open forum that set a collaborative tone for the rest of the day.

From there, ActiveProspect Sales Director Ryan Theisen guided a conversation on trust, messaging, and broader market forces in home services with leaders from Direct Remodels and Great Day Improvements, exploring how brands can differentiate in a crowded landscape. Senior Customer Success Manager Dion Green then moderated a buyer-focused discussion featuring Leaf Home, BCI Acrylic, and Indra Energy, offering a clear view into what top buyers expect from partners in the current market.

The conversation continued with a publisher panel led by Eric Peschke of Zintex Remodeling, where leaders from EverConnect, HomeBuddy, and Buyerlink broke down the real economics shaping 2026’s performance trends and the factors influencing buyer/publisher alignment. Julie Kennedy of Refloor followed with a martech panel featuring key members from fullthrottle.ai, Hatch, and Faraday, where the group unpacked how AI, personalization, and predictive intelligence are reshaping customer acquisition for high-growth home services brands.

Afternoon table discussions dug into market expectations, conversion levers, and the next wave of consent-driven capabilities, including call transfers, inbound call flows, in-call consent, and disposition-driven optimization. The day wrapped with raffle giveaways and closing remarks from Steve, bringing a high-energy close to an already standout event. The level of candor and collaboration across the room was unmatched. Everyone came ready to dig into what works, what’s changing, and what needs to change faster. And that was just the daytime programming.

That evening, we shifted gears for Vegas Luxe: A VIP Home Services Soiree at Beauty & Essex inside The Cosmopolitan. The setting was perfect for meaningful connection: a cocktail hour with handcrafted drinks, a private dinner in one of Vegas’ most stylish spaces, and thoughtful conversation with the industry’s top operators and innovators.

The combination of IGNITE’s deep daytime learning and the relaxed networking atmosphere of Vegas Luxe set the tone for the entire week. Both events made one thing clear: the home services leaders who invest in community, clarity, and responsible acquisition are the ones carving out real advantages headed into 2026.

When we first launched IGNITE, the message from attendees was consistent: events like this help teams move faster and stay ahead of what’s coming next. That feedback has shaped the summit into a cornerstone of our mission to advance responsible, measurable, consent-driven marketing across the industry. And we’re already planning to take it even further in 2026.

TOP 500 LIVE proved once again why it’s the home improvement industry’s go-to event for leveling up. The conversations were sharp, the sessions were packed, and the focus on real performance made it one of our most productive trips to Las Vegas yet.

A special thank-you to our sponsors: fullthrottle.ai, Hatch, LeadPerfection, Everconnect, HomeBuddy, Buyerlink, and Faraday, for helping take this event to new heights.

To everyone we met, thank you. To those we missed, let’s not wait another year. Let’s connect now. The industry is evolving fast, and we’re here to help you build what’s next with confidence and compliance at the core.

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