leadPops

What leadPops does

leadPops (legally rebel iQ Inc.) is a San Diego-based B2B software company that provides marketing automation and lead generation solutions to the U.S. mortgage industry. Founded in 2009, the company targets individual loan officers, mortgage brokers, and enterprise lenders with an integrated platform positioned as an alternative to shared-lead marketplaces such as Zillow and LendingTree. The company reports 5,247+ loan officer customers on the platform, 3.2 million+ cumulative leads generated, and 98% client retention.

The platform combines multi-step progressive disclosure forms, automated 30-second lead response and routing, CRM integrations, life-event-triggered nurture sequences, automated lead scoring based on credit/down payment/timeline, and conversion-optimized landing pages built on psychological frameworks. The team includes conversion architects who previously built lead-generation systems for Zillow and Bankrate. The product portfolio spans specialized mortgage verticals (purchase, refinance, reverse, FHA, VA, conventional, non-QM, jumbo, real-time, verified) and a realtor partnership ecosystem comprising the Elite Agent Network, RESPA-compliant co-marketing programs, and lead-sharing tools. Free resources include a Marketing ROI Calculator and a Lead Generation Guide downloaded 25,000+ times.

Commercially, leadPops operates a subscription model with self-serve starter tiers at $200–$1,000/month and a fully managed Hybrid Loan Officer system at $1,000–$5,000+/month including platform access and ad spend. Distribution is sales-led through strategy calls and demo CTAs, with inside sales for mid-market, direct field sales for enterprise lenders, a self-serve/PLG tier for individual loan officers, and channel/reseller realtor partnerships. The company has raised $3.5 million in Series A funding (April 2022) led by Cultivation Capital with participation from Second Century Ventures, the strategic investment arm of the National Association of REALTORS.

Name

leadPops

Legal name

rebel iQ Inc.

Website

https://leadPops.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

leadPops is a San Diego-based mortgage marketing software platform serving 5,000+ U.S. loan officers, brokers, and enterprise lenders with subscription-based lead generation websites, marketing automation, and realtor partnership tools. Founded in 2009, the company reports 98% client retention.

Ownership category

akta.pro rank

Product category

Mortgage Marketing Software

NAICS

Media Buying Agencies (54183)

akta.pro primary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

akta.pro secondary industries

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE), Affiliate & Partner Lead Generation Networks (BPAFAKAL)

Keywords

• Mortgage marketing software
• Mortgage lead generation
• Loan officer marketing
• Real estate partnerships
• Mortgage websites

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Subscription Platform Access: Monthly subscription for access to the LeadPops mortgage marketing platform including lead generation tools, landing pages, marketing automation, and implementation support. Plans range from starter DIY options to complete Hybrid Loan Officer system with full implementation.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

leadPops provides a subscription-based mortgage marketing software platform that enables loan officers, mortgage brokers, and enterprise lenders to build their own exclusive lead generation engine. The platform bundles conversion-optimized websites, multi-step progressive disclosure forms, automated instant text/email response, smart lead routing, strategic nurture sequences, automated lead scoring, and CRM integration. It also includes a Realtor Partnerships Program (Elite Agent Network, co-marketing, lead sharing) to help loan officers generate agent referrals alongside consumer mortgage leads.

Product overview

LeadPops is a mortgage marketing software and lead generation platform serving mortgage, real estate, and insurance industries. The platform operates as a unified system combining a core Mortgage Marketing Platform with multiple integrated modules including Mortgage Lead Generation, Mortgage Marketing Automation, Mortgage Websites, and RESPA Compliant Marketing. The product portfolio includes specialized offerings for different segments: Loan Officer Marketing, Mortgage Broker Marketing, and Enterprise Mortgage Marketing. Additionally, the platform provides various mortgage lead types (Purchase, Refinance, Reverse, FHA, VA, Conventional, Non-QM, Jumbo, Real-Time, and Verified) and a Realtor Partnerships Program featuring an Elite Agent Network, Co-Marketing Program, and Lead Sharing capabilities. Free tools include a Marketing ROI Calculator and Lead Generation Guide. The company also offers implementation support, monthly optimization reviews, and proven playbooks as part of their service offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Marketing Platform Complete mortgage marketing software platform that enables loan officers and mortgage brokers to build their own exclusive lead generation engine. The platform combines conversion-optimized websites, marketing automation, lead scoring, nurture sequences, and CRM integration to systematically address eight mortgage marketing failure points and produce 5-12% website conversion rates versus the 2% industry average.
• Mortgage Lead Generation Mortgage lead generation system that delivers exclusive, multi-channel mortgage leads across purchase, refinance, reverse, FHA, VA, conventional, non-QM, jumbo, real-time, and verified categories. Designed to help mortgage professionals generate 3X more qualified mortgage leads than shared-lead alternatives and replace expensive Zillow/LendingTree lead purchases with exclusive inventory.
• Mortgage Websites High-converting lead generation websites engineered to convert at 5-12% rates, built on the same psychological conversion triggers used at Zillow and Bankrate. Provides mortgage-specific landing pages, progressive disclosure forms, and SEO structure for AI engine citations in local search.
• Enterprise Mortgage Marketing Scalable mortgage marketing solution tailored for large lenders and enterprise mortgage organizations, with lender-specific campaigns across purchase, refinance, and HELOC products. Includes implementation support and monthly optimization reviews. The Roger M. case study documents 42% refinance form conversion, 54% HELOC conversion, 35% purchase form conversion, 1,100+ pre-qualified prospects monthly, and 516 loans funded in six months.
• Realtor Partnerships Program Partnership program enabling loan officers to become indispensable to top-producing real estate agents through strategic value provision. Encompasses the Elite Agent Network, RESPA-compliant Co-Marketing Program, Lead Sharing, and Technology & Tools for CRM integration and lead tracking with realtor partners.
• Elite Agent Network Exclusive realtor referral network connecting loan officers with top-producing real estate agents, enabling loan officers to generate 5-7 agent referrals monthly in addition to consumer mortgage leads. Part of the Realtor Partnership Multiplier system.

Quantifiable outcome

• 65%+ lead-to-contact rate (vs 25% industry average)
• +6 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ylopo: Ylopo provides real estate and mortgage lead generation, IDX websites, and AI-powered nurture tools for agents and loan officers. It competes head-to-head with leadPops in the conversion-optimized website and automated lead-routing niche.
• Real Geeks: Real Geeks offers lead generation websites, CRM, and marketing tools for real estate agents, with mortgage-focused capabilities. Its bundled website-plus-CRM-plus-lead-engine model closely mirrors leadPops' integrated platform.
• CINC: CINC (Commissions Inc.) provides real estate lead generation, websites, CRM, and AI-driven nurturing for agents and teams. It targets the same SMB-to-mid-market real estate professional that leadPops targets on the lending side.
• ActivePipe: ActivePipe is a real estate email nurture and lead engagement platform that helps agents and loan officers convert existing databases into transactions. It overlaps with leadPops' automation, scoring, and nurture sequence offerings.

Emerging players

• Mortgage Coach: Mortgage Coach provides interactive mortgage presentations and marketing tools for loan officers and lenders. It is a complementary point solution rather than a full platform, competing with parts of leadPops' marketing automation stack.
• ARIVE: ARIVE is a mortgage CRM and point-of-sale platform used by loan officers and brokers. It competes with leadPops on CRM integration, lead tracking, and workflow automation for mortgage professionals.
• Zurixx: Zurixx provides mortgage education, coaching, and marketing resources to loan officers and real estate professionals. It overlaps with leadPops in the marketing and training side of the loan officer go-to-market stack.

Broad incumbents

• BombBomb: BombBomb is a video email and messaging platform widely used by real estate agents, loan officers, and small businesses. It serves the same end customer with overlapping lead-nurture capabilities, though it is broader than leadPops' mortgage-specific platform.
• Zillow Group: Zillow operates the Premier Agent and Zillow Home Loans marketplaces that leadPops explicitly positions against. It is a broad incumbent in real estate and mortgage lead generation with massive traffic, brand, and capital advantages over leadPops.
• LendingTree: LendingTree is a consumer lead marketplace where loan officers purchase shared leads from multiple verticals. It is the archetype of the shared-lead model that leadPops attacks with its exclusive-lead positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/leadPops
• Facebookfacebook.com/leadPops
• LinkedInlinkedin.com/company/leadpops-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about leadPops