PX

What PX does

PX is a New York-based customer acquisition technology platform founded in 2010 that operates a two-sided marketplace connecting lead buyers (advertisers) with a network of 600+ verified lead sellers (publishers) across more than 30 industries. The platform is built around three pillars: a Marketplace product enabling rapid partner onboarding, an AI-driven technology layer that handles programmatic pricing, automated bidding, deduplication, and compliance monitoring, and a Managed Services offering that delivers expert-led campaign management and ongoing optimization. Underlying technical positioning emphasizes AI that "learns from every lead," dynamic pricing rules, and verification tooling to address fragmentation and wasted spend in customer acquisition.

The company generates revenue through three primary streams: marketplace commissions on transactions flowing between buyers and sellers, managed services engagements for advertisers needing hands-on optimization, and custom branded campaign services. GTM motion combines enterprise field sales with bottom-of-funnel demo booking for large advertisers, an inside-sales motion for Managed Services delivery, and a product-led growth loop for publishers and mid-market advertisers using the self-serve platform. Distribution is global with no disclosed geographic restrictions; vertical focus spans Healthcare, Home Services, Financial Services, Education, Insurance, and adjacent lead-driven verticals.

PX holds SOC 2 Type II and HIPAA certifications, supporting enterprise procurement and regulated-vertical work. The customer base includes enterprise logos such as ADT (home security), LendingTree and LoanDepot (mortgage), Dabella (home services), and several other home services advertisers; ADT is featured prominently with a 40% reduction in wasted spend in the first quarter of platform use. The company acquired Edufficient in October 2022 to expand education vertical capabilities, and PX is led by co-founder and COO Bas Offers with Natalie Peled David (EVP Revenue) and Catherine Sutterlin (Senior Director, Client Success) on the leadership team. Headcount sits at 51-100 employees.

Name

PX

Website

https://px.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

PX is a customer acquisition platform combining a 600+ source lead marketplace with AI-driven pricing, bidding, and compliance tooling, plus managed services, serving advertisers in Healthcare, Home Services, Financial Services, Education, and Insurance.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Marketplace Platform Fees: Platform connects lead buyers with 600+ verified lead sellers across industries, generating revenue through transaction fees or take rates on leads purchased
2. Managed Services: Expert team provides campaign management, partner onboarding, and ongoing optimization as a managed service offering
3. Branded Campaigns: Custom branded campaign services for advertisers seeking专属 lead acquisition solutions

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

PX operates a customer acquisition platform that combines a marketplace of 600+ verified lead sources with AI-driven technology for programmatic pricing, automated bidding, deduplication, and compliance monitoring. The company serves both publishers (lead suppliers) and advertisers (lead buyers) across verticals including insurance, finance, home services, legal, education, health, and B2B. Offerings include managed campaign services, custom branded campaigns, and a localized lead acquisition solution.

Product overview

PX is a Customer Acquisition Technology Platform that combines a 600+ lead sources marketplace with AI-driven technology to provide predictable outcomes on every marketing dollar spent. The platform consists of PX Marketplace for connecting to verified lead sources, PX AI & Technology for programmatic pricing and automated bidding, and Managed Services for expert-led campaign management and optimization. The platform serves industries including Education, Healthcare, Home Services, and Insurance.

Differentiator

Problem solved

Functional benefit

Products and services

• PX Marketplace A two-sided marketplace that connects 600+ verified lead sources (publishers) with advertisers, enabling programmatic lead transactions across verticals such as insurance, finance, home services, legal, education, health, and B2B.
• PX AI & Technology The proprietary AI-driven technology layer that powers the PX Marketplace with programmatic pricing, automated bidding, deduplication, compliance monitoring, and lead verification.
• Managed Services A service offering providing expert campaign management for advertisers on the PX platform, handling campaign setup, optimization, and ongoing management on the advertiser's behalf.
• Branded Campaigns Custom branded content and advertising campaigns delivered through the PX platform, tailored to specific advertiser goals and audiences.
• PX Local A localized solution from PX for acquiring customers in specific local markets, leveraging the PX platform and lead sources for geographically targeted customer acquisition.
• Publisher Self-Serve Portal A self-serve portal that allows lead-source publishers to upload, manage, and distribute their lead inventory through the PX Marketplace.

Quantifiable outcome

• 40% reduction in wasted spend for ADT in the first quarter

Named customers8 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

One partnership is on record.

• EdufficientcoreStrategic or Co-development Partner · 4 October 2022PX acquired Edufficient, an education-focused digital marketing agency, to expand into the education sector and strengthen its team. The deal aims to leverage Edufficient's experience in education marketing to enhance PX's offerings for colleges, universities, boot camps, and programs. The integration process was expected to complete within six months.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jornaya: Lead verification and TCPA compliance data platform serving lead buyers and generators across insurance, financial services, and home services. Direct overlap with PX's verification and compliance-monitoring capabilities, though focused on verification rather than marketplace liquidity.
• ActiveProspect: Consent-based marketing platform operating in the lead generation ecosystem; parent of LeadConduit and Jornaya. Highly comparable to PX because both operate infrastructure that helps lead buyers source, verify, and route inbound leads with compliance controls for regulated verticals.
• Invoca: Call intelligence and lead-conversion analytics platform for advertisers. Comparable to PX because both monetize the lead acquisition workflow for performance-driven advertisers, especially in home services, insurance, and healthcare—PX's core verticals.
• CallRail: Call tracking and lead attribution platform that helps advertisers attribute and optimize inbound phone leads. Like PX, it sits in the customer acquisition tech stack of small and mid-market advertisers in service-based verticals.

Broad incumbents

• HubSpot: Broad marketing automation and CRM incumbent that touches customer acquisition workflows upstream of PX's lead generation focus. Comparable as a horizontal incumbent that advertisers might use alongside or instead of PX for funnel-stage marketing; a potential complementary or competitive partner.
• Salesforce Marketing Cloud: Enterprise marketing automation and customer data platform from Salesforce. Comparable as a broad incumbent that competes for the same enterprise advertiser budgets that PX serves—particularly for cross-channel campaign orchestration rather than lead marketplace procurement.
• The Trade Desk: Programmatic digital advertising platform providing audience targeting and bidding infrastructure. Comparable in the sense that advertisers evaluate PX against programmatic buy-side alternatives for performance advertising budgets, although Trade Desk focuses on impression-level bidding rather than lead-level.
• LiveRamp: Data collaboration and identity infrastructure platform used by advertisers and publishers. Comparable to PX as part of the broader customer acquisition data and audience-targeting stack serving similar enterprise advertiser customers.
• Adobe Experience Cloud: Enterprise suite of marketing, advertising, and analytics products. Comparable as a broad incumbent competing for large-advertiser customer acquisition budgets and offering overlapping campaign measurement, personalization, and channel orchestration to PX.

Emerging players

• Kochava: Omnichannel attribution and marketing measurement platform for advertisers and networks. Comparable as a measurement-layer counterpart to PX for performance-driven advertisers optimizing spend across lead and digital channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/px-platform
• Xx.com/pxplatform
• Facebookfacebook.com/profile.php

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about PX