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Jornaya, a sales insights data startup formerly known as LeadiD, announced today that it closed a $10 million investment led by Edison Partners.

“The new corporate brand reflects the critical role Jornaya’s predictive analytics platform plays in providing real-time insight into the consumer purchase journey, for improved customer acquisition outcomes,” the startup explained.

Under its previous name, Jornaya raised $9.7 million, including a $7 million series A led by Comcast Ventures.

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