Driving Smarter Audience Targeting and Analytics with Verisk Marketing Solutions

 By Tim Finnigan

In today’s data-rich world, actionable insights start with trusted identity—and for many organizations, that’s easier said than done.

That’s why I’m excited to share how Futurety, a data strategy and analytics firm, partnered with Verisk Marketing Solutions to solve identity fragmentation and unlock smarter marketing outcomes, especially for clients in healthcare and financial services.

This story came to life during a recent episode of The Marketing Rapport podcast, where I had the pleasure of speaking with Bill Balderaz, Founder of Futurety. His insights helped shine a light on the data challenges so many marketers face—and how our partnership is helping solve them.

The Challenge: Disconnected Data, Limited Insights

Futurety’s clients—many of whom work across platforms like MyChart, telehealth systems, and prescribing tools—were dealing with siloed, inconsistent customer data. On top of that, they lacked the behavioral context needed to effectively segment and engage their audiences.

To make matters worse, they were stuck relying on slow, expensive, and often inaccurate third-party data appends—tools that just couldn’t keep pace with real-time marketing needs.

As Bill shared on the podcast:

“We work with organizations that have incredibly sophisticated data—multiple systems, inconsistent naming conventions—and Verisk’s ability to resolve those identities across platforms is what unlocks the value. It’s not just about more data, it’s about trusted, actionable identity.”

The Solution: Clean, Enriched Identity at Scale

To tackle these challenges, Futurety integrated our Total Consumer Insights (TCI) On-Premise File directly into their proprietary HUCKLE platform.

This gave them the ability to:

• Cleanse and unify customer identities across systems
• Filter and segment audiences in real time
• Enrich records with lifestyle, demographic, and behavioral attributes

In Bill’s words:

“What Verisk helped us do is bring all that fragmented data together—so our clients could make smarter decisions with a single, unified view of the consumer.”

Now, Futurety’s clients could visualize audiences instantly, build precise buyer personas, and execute more intelligent campaigns—with greater speed and accuracy.

The Results: Faster Planning, Smarter Execution

The outcomes speak for themselves:

• Accelerated campaign development using on-premise, scalable data
• Sharper segmentation of high-value consumer groups
• Real-time insight into outreach timing and engagement strategies
• Improved compliance with data privacy regulations
• Increased trust among healthcare and financial services clients

“For our clients, especially in regulated industries, Verisk helps us turn disconnected data into insights that drive better outreach, better timing, and better conversion. That’s the difference between noise and strategy.” — Bill Balderaz, on The Marketing Rapport

Why Futurety Chose Verisk Marketing Solutions

Futurety needed a data partner who could handle complexity with precision. They chose Verisk for four key reasons:

1. Accuracy at Scale – One of the most comprehensive, privacy-first identity graphs in the U.S.
2. Expert Support – Hands-on onboarding and proactive technical guidance
3. Real-Time Performance – No lag from outdated appends or slow batch processes
4. Data Control – On-premise flexibility that meets strict governance standards

“What Verisk brought to the table was a way to connect the dots. When you unify identity and layer on meaningful attributes, you move from reactive to predictive decision-making. That’s where the real business impact happens.” — Bill Balderaz, on The Marketing Rapport

Final Thoughts

Futurety is helping organizations bring structure and clarity to complex data—and we’re proud to be their partner in that journey. By embedding our identity and enrichment capabilities into HUCKLE, they’ve enabled their clients to segment smarter, market faster, and grow with confidence.

At Verisk Marketing Solutions, we believe better identity powers better marketing. This collaboration with Futurety is proof of what’s possible when accurate data meets strategic execution.