JEGI Capital makes early-stage investment in I-Behavior.

JEGI Capital LLC, the venture capital affiliate of The Jordan, Edmiston Group Inc., has made an early-stage investment in Harrison, N.Y.-based I-Behavior, serving as the lead investor in the company's Series D Preferred Stock financing of $5.1 million.

The Jordan, Edmiston Group, Wilma H. Jordan, CEO, is active in financing newsletter and specialized information ventures.

I-Behavior provides marketing data and information-based services that enable direct channel marketers to invest more efficiently in acquiring and retaining customers. I-Behavior offers companies a co-operative database of opt-in consumer names that consolidates on-line and off-line purchase information to provide the most useful data and most effective targeting information available.

The company's methods are based on the principle proven by direct marketers that past behavior is the single best predictor of future purchase and response behavior.

"I-Behavior's database provides a rich resource of proprietary information that enables direct marketers to better identify high-value, high-potential consumers; to understand what motivates them to purchase; and to reach them

most efficiently," said Thomas A. Crowley, managing partner at JEGI.

I-Behavior's founders include Lester Wunderman, legendary "father" of direct marketing and chairman emeritus of Wunderman Cato Johnson.