Report: The Future of Insurance


Home Professionals Taps Infutor for Increased Consumer Intelligence Insights

Rapidly Growing Home Services Resource Sees Dramatic Growth in Engaged Homeowners and High Lead Confidence for Contractors Thanks to Real-Time Data-Driven ID Max Solution

Oakbrook Terrace, Ill., September 12, 2018 – Consumer identity management expert Infutor today announced that Home Professionals, an online education-driven organization connecting homeowners and trusted contractors, has deployed its real-time data driven solution ID Max. Home Professionals – – has been using Infutor’s ID Max to enhance its inbound initiatives, reduce online form fill friction and abandonment as well as enable identity completion of interested home owners.

“Our goal is to further educate homeowners on critical aspects of home improvement so they can make more informed decisions when hiring contractors. Through our work with Infutor, we have been able to connect more homeowners and contractors,” said Dick Wells, President and CEO, Home Professionals.  “In fact, we have seen a 214 percent increase in more engaged homeowners due to shorter online inquiry forms and the ability to use one single data point to complete an identity, such as street address which is critical information for our contractors. Subsequently, our professional base trusts that we can positively identify if a lead is a homeowner and provide more specifics on our engaged prospects which ultimately leads to more conversions.”

With a single consumer data point, e.g., name, address, phone, mobile or email, ID Max instantly delivers complete identity data on each inbound homeowner as well as attribute enhancements that enable personalized profile development. ID Max also helps Home Professionals eliminate poor lead quality through lead scoring.

“Home Professionals’ use of ID Max illustrates the critical role that identity completion and identity profile enhancement through demographic and lifestyle attributes plays in improving lead quality, consumer experiences and conversion rates,” said Gary Walter, president and CEO of Infutor. “We are excited to work with the Home Professionals team to identify and match relevant homeowners to home services professionals.”

From inbound call center inquiries and online form fills to email or CRM/CDP data, ID Max helps marketers improve segmentation and personalization, and retarget more effectively to increase marketing reach and improve the overall customer experience.

About Infutor

Infutor is the expert in data-driven consumer identity management. The company is solely focused on enabling brands to instantly gain access to the most complete and accurate information about consumers, exactly when they need it, to make informed marketing and risk mitigation decisions. Infutor’s mission is to deliver solutions that accurately identify consumers before, during and in-between engagements, giving brands a secure, privacy compliant foundation to improve inbound engagement and outbound omnichannel marketing reach, and to minimize losses due to fraud and non-payment. Led by information industry veterans, Infutor is a privately held company founded in 2003 with strategic investments from Norwest Venture Partners. Infutor is headquartered in Oakbrook Terrace, Ill.  For more information, visit

About Home Professionals is an organization focused on helping homeowners get the help and find the resources they need to improve their home. Connecting homeowners to the best home professionals and the best deals, HomeProfessionals strives to provide education and advice on a variety of home improvement topics including home security, home automation, solar heating and flooring, among others. For more information, visit

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