Insurtech Zywave has purchased miEdge, a provider of lead generation, data analytics and prospecting solutions for the insurance industry, for an undisclosed sum.

Zywave will incorporate miEdge into the Sales Cloud offering to improve functionality within a range of new content and analytics solutions.

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The integration is expected to augment Zywave’s machine learning capabilities and deliver an intuitive interface for using various data sources.

Apart from the miEdge solution, Zywave will also gain access to its team of data services experts. Together, Zywave will work to further integrate miEdge data into its Product Cloud Portfolios.

miEdge founder and CEO Mark Smith and his team will be absorbed  by Zywave.

Smith said: “miEdge believes the future of the insurance industry will be grounded on two foundational principles: data and content.

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“When we combine miEdge’s data with Zywave’s unparalleled content offering, the result will be transformational.

“The concept of using data to deliver real-time and relevant content doesn’t exist in this business today, but with our new partnership, it becomes real. Our customers will now have access to broader capabilities, unlocking endless potential for growth.”

Zywave CEO Jason Liu said: “The broad reach of data, unmatched filtering options, and year-over-year analysis functionality within miEdge make it like no other data source in the industry.

“These features combine to offer the most powerful, precise prospecting tool available to agency owners and brokers, unlocking potential for exponential business growth.”

Established in 2011, miEdge currently serves over 80 of the top 100 insurance brokers and national and regional insurance carriers in the US.