Startups

LeadiD raised $10 million and got a new name: Jornaya

What’s in a name? “A consumer’s purchase decision is a journey,” said the company’s VP of marketing. “We’re trying to help marketers better understand where customers are on that journey.”

Jornaya CEO Ross Shanken. (Screenshot via YouTube)

Ambler, Pa.-based consumer data firm LeadiD is no more. Say hello to Jornaya.


News of the name change came Wednesday, along with the announcement of a $10 million Series B led by Edison Partners, a venture capital firm based out of Princeton, N.J.
“The expanding scope of our offering called for a more all-encompassing brand,” said Jornaya CEO Ross Shanken. “Jornaya reflects our vision and future technology initiatives designed to continue to give marketers a competitive edge.” Jornaya.
So what’s the story behind the spiffy new name? According to Adam Figueira, the company’s VP of marketing, it has to do with an expansion of the company’s offerings.
“We began as a technology that certified the origin of marketing leads as they were exchanged,” Figueira said. “The reason behind the rebrand is that along the way, we’ve witnessed over 4 billion consumer interactions, and that has allowed us to understand that a consumer’s purchase decision is a journey, not an overnight decision. We’re trying to help marketers better understand where customers are on that journey.” Jornaya.
Figueira said that information benefits both brand and consumer, because it leads to better interactions.
The injection of funding will help grow the company’s product offering and staff, currently at 60.
“It’s all about velocity,” Figueira said. “This will let us bring more technologies to market faster than we would be able to do otherwise. It’s also going to help us expand to new industry verticals.”
Ryan Ziegler, partner at Edison, said the firm had been actively discussing an investment in the company formerly known as LeadiD for at least 18 months. He did not disclose the terms of the investment, but said the company’s data assets and culture were key for making the decision.
“They’re bringing transparency to the lead generation marketplace,” said Ziegler, who will now sit on the company’s board. “Jornaya is taking a white-knight approach that benefits the market.”
Here’s Shanken’s explainer on what the company offers (from when Jornaya was still LeadiD):
[youtube https://www.youtube.com/watch?v=xIwCuWklTsI]

Companies: Edison Partners / LeadiD

Before you go...

Please consider supporting Technical.ly to keep our independent journalism strong. Unlike most business-focused media outlets, we don’t have a paywall. Instead, we count on your personal and organizational support.

3 ways to support our work:
  • Contribute to the Journalism Fund. Charitable giving ensures our information remains free and accessible for residents to discover workforce programs and entrepreneurship pathways. This includes philanthropic grants and individual tax-deductible donations from readers like you.
  • Use our Preferred Partners. Our directory of vetted providers offers high-quality recommendations for services our readers need, and each referral supports our journalism.
  • Use our services. If you need entrepreneurs and tech leaders to buy your services, are seeking technologists to hire or want more professionals to know about your ecosystem, Technical.ly has the biggest and most engaged audience in the mid-Atlantic. We help companies tell their stories and answer big questions to meet and serve our community.
The journalism fund Preferred partners Our services
Engagement

Join our growing Slack community

Join 5,000 tech professionals and entrepreneurs in our community Slack today!

Trending

16 places to responsibly dispose of old electronics in Philadelphia

An interactive timeline of Philly’s tech ecosystem in 2024

How 5 orgs help local businesses achieve success

Expect high-speed internet at 100 Philly rec centers in 2025, Verizon says

Technically Media