Verisk Analytics announced the sale of its Marketing Solutions (VMS) business to ActiveProspect, a consent‑based marketing platform backed by Five Elms Capital. The transaction removes VMS from Verisk’s underwriting division and signals a strategic shift toward the company’s core insurance‑technology offerings, including AI‑driven underwriting and catastrophe modeling.
The divestiture is part of Verisk’s broader strategy to concentrate capital on high‑growth areas. Management noted that VMS, while a privacy‑first platform with strong identity‑resolution and marketing‑intelligence capabilities, does not fit within the company’s long‑term vision for data analytics and risk assessment in the insurance sector. By selling VMS, Verisk frees resources that can be deployed to expand its AI portfolio and develop the upcoming Verisk Synergy Studio catastrophe‑modeling platform.
Lee Shavel, President and CEO of Verisk, emphasized that the transaction reaffirms the company’s commitment to its insurance‑industry focus and demonstrates disciplined capital allocation. He added that the VMS team will continue to serve its customers and invest as needed for future growth under ActiveProspect’s ownership. Steve Rafferty, CEO of ActiveProspect, expressed enthusiasm about integrating VMS, highlighting its identity‑resolution solutions and enterprise customer base as a natural fit for enhancing ActiveProspect’s platform.
Financially, Verisk’s recent results show strong performance: the company reported robust Q4 2024 and full‑year 2024 results, with revenue growth in underwriting and claims segments. For fiscal 2025, Verisk projected revenues of $3.03 billion to $3.08 billion and adjusted EBITDA margins of 55% to 55.8%. The sale of VMS is expected to have a limited short‑term impact on Verisk’s financials, but it aligns the company’s balance sheet with its strategic priorities and supports higher‑margin, technology‑driven growth.
The transaction reflects a broader trend of strategic divestitures within the data‑analytics industry, as firms streamline portfolios to focus on core competencies. By shedding a non‑core marketing business, Verisk positions itself to accelerate investment in AI and catastrophe modeling, areas that are expected to drive future revenue growth and enhance its competitive advantage in the insurance market.
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