iLeads
iLeads is a Newport Beach-based customer acquisition platform that sells data-enriched mortgage, insurance, and home services leads plus property/mortgage analytics (Revive) to U.S. lenders, insurers, and home services providers. Founded 1996, it is a subsidiary of First American Title.
- Company typePrivate
- Founded1996
- HeadquartersNewport Beach, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What iLeads does
iLeads.com, LLC is a Newport Beach, California-based customer acquisition platform founded in 1996 that sells data-enriched leads, marketing lists, and lead analytics to mortgage lenders, insurance agents, real estate professionals, home services providers, and direct marketers in the U.S. domestic market. The company's technical foundation is a property and mortgage data platform covering 150+ million U.S. homes across 3,142 counties (99+% population coverage), with each record enriched to 270+ data points drawn primarily from public records. Since its 2001 acquisition by First American Title (NYSE: FAF), iLeads has integrated that parent company's public record data sources into its core offering, transforming from a basic lead generator into a data-driven customer acquisition provider.
The product architecture is organized in three layers. (1) Core analytics: the Revive lead intelligence engine, which classifies leads by fundability against underwriting criteria, supplemented by GateKeeper (real-time collateral verification on inbound web forms), Performance (ROI analytics across sources and loan officers), and RealTag (API delivery of property data). (2) Data products: the Unified Homeowner Profile (UHP), Active UHP Monitoring for real-time intent signals, Data Enrichment for existing CRM records, and bulk Property Data. (3) Lead acquisition: fresh and vintage mortgage leads (FHA, VA, conventional, jumbo, ARM), credit-based mortgage leads, insurance leads (home, auto, health, life, LTC), home services leads (solar, home security), hot-transfer LiveConnect calls, and direct mail lists. Distribution spans enterprise field sales, inside sales (877-245-3237), a self-service portal (mortgageleadsdirect.com), API integration, and the LiveConnect call center.
Revenue is generated through three primary streams: per-lead transaction fees on enriched leads (mortgage, insurance, home services); subscription and licensing fees for data products, analytics platforms (ReviveIQ, Performance, LeadXL), and API usage (RealTag, GateKeeper); and transaction-based marketing list sales for direct mail. Pricing is quote-based and not publicly disclosed; the company offers a free 15-minute consultation to demonstrate value. iLeads operates as a private subsidiary of First American Title and has served 77,312+ clients since inception, with named enterprise customers including Freedom Mortgage, Mr. Cooper, Caliber Funding, New Rez, CashCall, and Synergy One Lending.
iLeads firmographics
Firmographics- Name
- iLeads
- Legal name
- iLeads.com, LLC
- Website
- https://ileads.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- iLeads is a Newport Beach-based customer acquisition platform that sells data-enriched mortgage, insurance, and home services leads plus property/mortgage analytics (Revive) to U.S. lenders, insurers, and home services providers. Founded 1996, it is a subsidiary of First American Title.
- Ownership category
- akta.pro rank
iLeads industry classification
Industry- Product category
- Customer Acquisition Analytics
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Mortgage Point-of-Sale (POS) & Borrower Intake Portals (FSALALAD)
- akta.pro secondary industry
- Account Verification & Ownership (AVS/AOV, micro-deposits, auth) (FSAGACAB)
Keywords
Where iLeads is headquartered
LocationHeadquarters
- HQ city
- Newport Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
iLeads business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Lead Generation and Sales: iLeads generates revenue by capturing consumer intent signals through its web properties (homeowners seeking mortgage, insurance, or home services), enriching them with property and mortgage data, and selling qualified leads to business clients including mortgage lenders, insurance agents, and home services providers. Revenue is derived from per-lead fees based on lead quality, recency, and data enrichment level.
- Data Licensing and Analytics: The company licenses its property and mortgage database (150+ million U.S. homes) and provides analytics products (ReviveIQ, Performance, LeadXL) to clients who want to enrich their own CRM data or analyze lead sources. Revenue includes data licensing fees, API usage fees, and subscription-based analytics platform access.
- Marketing Lists and Direct Mail: Revenue from selling targeted homeowner marketing lists for direct mail campaigns, allowing clients to reach homeowners based on property characteristics, mortgage data, and geographic criteria.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Quote-based pricing tailored to client needs |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
iLeads product offering
Product offeringCore offering
iLeads is a data-driven customer acquisition and analytics company that captures consumer intent signals through owned web properties, enriches them with property and mortgage data covering 150+ million U.S. homes, and sells qualified leads, lead intelligence analytics, and data products to mortgage lenders, insurance agents, real estate professionals, and home services providers. Its core engine, Revive, classifies leads by actual borrower funding capacity using 270+ property and mortgage data points, and the platform is delivered via direct sales, self-service portals, API integrations, and live hot transfers.
Product overview
iLeads is a customer acquisition platform delivering data-driven lead generation and analytics across mortgage lending, insurance, real estate, and home services. The architecture centers on Revive — a lead intelligence engine that analyzes real property and mortgage data to score and classify borrowers as fundable now, not fundable, or watch list. Revive's outputs are accessible via two primary modes: Revive Leads (sourced and pre-qualified leads) and ReviveIQ (applied to the customer's own CRM and aged data). The product portfolio includes three layers: (1) Core Analytics — Revive, GateKeeper, Performance, and RealTag for lead scoring and property data enrichment; (2) Data Products — Unified Homeowner Profile (UHP), Active UHP Monitoring, Data Enrichment, and Property Data covering 150+ million U.S. homes across 3,142 counties; (3) Lead Acquisition — Intent on Demand, LiveConnect (hot transfers), Mortgage Leads, Credit-Based Leads, Vintage Leads, Insurance Leads (fresh, vintage, health, auto, home security), Solar Leads, and Internet Direct Mail Leads. All lead products are enhanced with the underlying UHP property and mortgage data (271+ data points) for qualified outreach.
Differentiator
Problem solved
Functional benefit
Brands
- Revive: Lead intelligence engine that analyzes property and mortgage data to determine who can actually fund before calling.
- GateKeeper
- Performance
- RealTag
- LiveConnect
- Unified Homeowner Profile (UHP)
Products and services
- Revive
Quantifiable outcome
- 25% of leads funded after 120 days despite not funding with original lender
- +1 more outcomes
Companies that use iLeads
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles3 records
iLeads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability4 records
Feature5 records
iLeads partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- First American Title (NYSE: FAF)coreIn 2001, iLeads was acquired by First American Title, one of the largest title insurance and settlement services providers in the United States. This acquisition provided iLeads access to First American's extensive public record data sources, transforming the company from a basic lead generation firm into a comprehensive data-driven customer acquisition platform. First American Title's data assets became the foundation for iLeads' property and mortgage data coverage spanning 150+ million U.S. homes.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
iLeads competitors and assessment
Company assessmentDirect peers
- LendingTree: LendingTree operates a consumer-facing mortgage lead marketplace that matches borrowers with multiple lenders — the most direct comparison to iLeads' mortgage lead-generation business, though it monetizes via lender marketplace fees rather than per-lead enrichment pricing.
- Bankrate (Red Ventures): Bankrate connects consumers seeking mortgage, insurance, and banking products with advertisers/providers, generating consumer leads comparable to iLeads' Intent on Demand product across overlapping mortgage and insurance verticals.
- Realtor.com / Move Inc. Realtor.com operates a real-estate listing platform that generates leads for real estate professionals and adjacent verticals — overlapping with iLeads' real estate professional and home-services lead products.
- LowerMyBills (Red Ventures): LowerMyBills is a lead-generation marketplace for mortgages and other consumer finance products, comparable to iLeads' Intent on Demand product as a per-lead monetization channel for the same client verticals.
Broad incumbents
- Experian: Experian's consumer credit and marketing-data business competes with iLeads' data-enrichment and credit-appended lead products, leveraging a much larger consumer credit dataset and broader enterprise relationships.
- Zillow Group: Zillow operates a consumer real-estate portal with a Premier Agent and mortgage lead-generation business, serving overlapping customer segments (real estate professionals and mortgage lenders) with broader consumer brand reach than iLeads.
- Black Knight (ICE): Black Knight, also under ICE, provides integrated mortgage technology including origination, servicing, and data — competing with iLeads on data enrichment and lead analytics for the same enterprise lender base.
- CoreLogic (ICE Mortgage Technology): CoreLogic, now part of Intercontinental Exchange, is a property-data and analytics incumbent with deep national coverage comparable to iLeads' UHP dataset, serving the same mortgage and insurance verticals at much larger scale.
Emerging players
- Inside Real Estate: Inside Real Estate provides CRM, lead generation, and marketing automation for real estate brokerages, intersecting iLeads' real-estate and home-services lead products with a more workflow-integrated SaaS delivery model.
- Offrs / Likely.ai (HomeSmart): Likely.ai applies predictive analytics to identify likely home sellers for real estate agents, competing with iLeads' Revive-style fundability scoring in an adjacent real-estate vertical with a more AI-native product positioning.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
iLeads social profiles
Digital presenceiLeads financial estimates
Financial estimateRevenue estimate
Valuation estimate
iLeads leadership team
Management profileNumber of profiles
Profiles2 records
iLeads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
iLeads M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about iLeads
What does iLeads do?
iLeads is a data-driven customer acquisition and analytics company that captures consumer intent signals through owned web properties, enriches them with property and mortgage data covering 150+ million U.S. homes, and sells qualified leads, lead intelligence analytics, and data products to mortgage lenders, insurance agents, real estate professionals, and home services providers. Its core engine, Revive, classifies leads by actual borrower funding capacity using 270+ property and mortgage data points, and the platform is delivered via direct sales, self-service portals, API integrations, and live hot transfers.
Is iLeads a public or private company?
iLeads is a private company. It is classified as corporate owned and is currently operating.
When was iLeads founded?
iLeads was founded in 1996. It employs 51 to 100 people.
Where is iLeads based?
iLeads is headquartered in Newport Beach, United States, in the North America region.
How does iLeads make money?
Three revenue lines are on record. Lead Generation and Sales are the primary driver. The others are data Licensing and Analytics and marketing Lists and Direct Mail.
Who are iLeads's main competitors?
Direct peers on record are LendingTree, Bankrate (Red Ventures), Realtor.com / Move Inc. and LowerMyBills (Red Ventures). Broad incumbents are Experian, Zillow Group, Black Knight (ICE) and CoreLogic (ICE Mortgage Technology). Emerging players are Inside Real Estate and Offrs / Likely.ai (HomeSmart).
Does iLeads have an API?
Yes. iLeads offers an API that fuels websites and applications with real-time property and real estate information. The RealTag and GateKeeper APIs provide programmatic access to property, mortgage, and homeowner intelligence for integration into CRM systems, Loan Origination Systems (LOS), dialers, and marketing stacks. The API delivers Revive-style lead insight and enables real-time collateral analysis with loan suggestions. Developer documentation is at ileads.com/lead-analytics/real-tag.
What industry is iLeads in?
iLeads's product category is Customer Acquisition Analytics. Its primary akta.pro industry code is FSALALAD, Mortgage Point-of-Sale (POS) & Borrower Intake Portals, with a secondary code of FSAGACAB, Account Verification & Ownership (AVS/AOV, micro-deposits, auth). Its NAICS code is 52231 and its SIC code is 6162.