Contact State

What Contact State does

Contact State Ltd is a UK regulatory-technology (RegTech) SaaS platform that certifies and routes consumer leads for the UK life, health, mortgage and equity-release insurance markets. The product is delivered through three modules: Certify, which records a tamper-evident certificate of every consumer journey from advert click to form submission using SHA-256 client-side hashing, duplicate/fake/bot detection, and compliance screenshot capture; Connect, a REST API abstraction layer on top of buyer sales APIs that handles duplicate detection, data validation and multi-buyer delivery from a single integration; and Perform, a sales-intelligence feedback loop that lets buyers push CRM outcomes back to sellers. Frontend integration is delivered through the proprietary cscertify.js JavaScript library, with backend code samples in Ruby and PHP, hosted on AWS with Heroku and New Relic.

Name

Contact State

Legal name

Contact State Ltd

Website

https://contactstate.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Contact State is a UK RegTech SaaS platform that certifies and routes insurance consumer leads via three modules — Certify (provenance certificates), Connect (API lead delivery) and Perform (sales feedback) — serving insurance intermediaries, lead buyers and affiliate sellers in life, health, mortgage and equity-release markets.

Ownership category

akta.pro rank

Product category

Insurance Lead Generation Compliance Software

NAICS

Direct Mail Advertising (541860)

SIC

Communications Services, Nec (4899)

akta.pro primary industry

Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)

Keywords

• Insurance lead certification
• Lead generation compliance
• Regulatory technology platform
• Consumer data provenance
• Affiliate marketing compliance

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform SaaS / Certification fees: Contact State charges lead sellers and lead buyers for access to its certification, delivery, and analytics platform. Pricing is likely quote-based and varies by volume and module (Certify, Connect, Perform). The platform operates on a per-lead or subscription basis with enterprise contracts for major clients.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Contact State operates a regulatory technology platform for the UK insurance lead generation industry that certifies consumer data provenance across the full customer journey. The platform comprises three core modules: Certify generates tamper-proof certificates recording the advert-to-submission consumer journey with consent capture and compliance screenshots; Connect is a REST API abstraction layer enabling a single integration to deliver validated leads to multiple buyers; and Perform is a sales intelligence module enabling CRM feedback exchange between lead buyers and sellers.

Product overview

Contact State is a B2B SaaS platform operating as a regulatory technology solution for the insurance (Life, Health, and Mortgage) lead generation industry. The platform unifies three core modules — Certify (certificate generation for data provenance), Connect (REST API for lead delivery and validation), and Perform (sales data feedback and intelligence) — along with supporting tools including the Advert Tracker, Firewall (data validation), Partner Directory, Notifications (webhook-based real-time alerts), and an API Wrapper. The platform works alongside existing CRM and sales systems, using SHA-256 hashed data to power bot detection, duplicate detection, and scoring features. Additional resources include published whitepapers, an Income Per Lead Calculator, and a monthly newsletter (The Leader). Contact State became a member of the Verisk group of companies following its acquisition in September 2021.

Differentiator

Problem solved

Functional benefit

Products and services

• Contact State Platform End-to-end regulatory technology platform for insurance lead generation that enables clients to create better customer journeys, enhance existing data infrastructure, and generate performance data across the entire consumer journey from advert tracking through post-submission data enrichment and certification.
• Certify Certificate generation module that creates immutable records of consumer data provenance, tracking the full journey from advert to form submission. Certificates serve as trusted reference points between Data Sellers and Data Buyers, demonstrating data authenticity, compliance, and consent capture.
• Connect REST API abstraction layer for lead delivery that sits on top of Data Buyer sales APIs. Provides duplicate detection, data validation, and multi-buyer delivery from a single integration point, working alongside Certify so every lead comes with a certificate.
• Perform Sales intelligence module enabling Data Buyers to push CRM sales data back to Contact State and Data Sellers to pull feedback data. Unlocks reporting, enables data sharing between buyers and sellers, and provides real-time webhook notifications on sales status changes.
• Partner Directory A private network connecting lead buyers and lead sellers within the Contact State platform. Lead sellers must commit to transparency and validation principles; lead buyers must provide real-time feedback. Enables warm introductions and business negotiation in a secure environment.

Quantifiable outcome

• 6-point scoring threshold verified for every certificate
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability7 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• Usay ComparecoreStrategic or Co-development Partner · 21 March 2023Usay Compare partnered with Contact State to optimise marketing campaigns and enhance sales. Contact State certifies Usay Compare's leads, verifying that only authentic customers are delivered. Usay Compare's Director of Marketing (Becky Edlington) provided a testimonial praising Contact State's role in improving their customer service and lead quality.
• KeycoreStrategic or Co-development Partner · 7 February 2023Key partnered with Contact State for lead generation services, using Contact State's platform to validate leads and enhance their marketing activities. Key is a mortgage services company serving the UK market.
• Equity Release CouncilcoreOthers · 5 December 2022Contact State became a member of the Equity Release Council in December 2022. Membership positions Contact State as a preferred certification partner for equity release sector lead generation and demonstrates commitment to industry standards.
• VeriskflagshipOthers · 5 September 2022Contact State was acquired by Verisk in September 2021. Verisk is a US-based data analytics and risk assessment firm. Contact State operates as a member of the Verisk group, participating in the Verisk Insurance Conference (VIC). This acquisition provides Contact State with the backing of a major global analytics firm and access to Verisk's customer base.
• Your Mortgage DecisionscoreStrategic or Co-development Partner · 1 March 2022Your Mortgage Decisions assigned Contact State to certify all new mortgage leads, ensuring compliance and quality across their lead flow. This was announced in March 2022 as part of Contact State's expansion in the mortgage intermediary sector.
• EnduralifecoreStrategic or Co-development Partner · 1 March 2022Enduralife partnered with Contact State to certify all protection leads. This was announced in March 2022 as the first protection insurer to certify all leads with Contact State, providing independent verification of lead authenticity for Enduralife's advisors.
• Partner Directory NetworkcoreChannel Partner/ Reseller/ Distributor · 1 January 2022Contact State launched the Partner Directory — a private network of vetted lead buyers and lead sellers. Participants must be transparent about marketing activity and land pages, and agree to certification and real-time validation principles. Both parties benefit from warm introductions to like-minded partners for negotiation in a secure environment.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Jornaya: Jornaya is a US-based lead-certification and consumer-journey intelligence platform, best known for its LeadiD token. It is the closest direct peer to Contact State: both attach to consumer-facing forms, capture the advert-to-submit journey, and produce an auditable record for lead buyers — directly overlapping on core functionality and customer base (insurance, mortgage, education).
• ActiveProspect: ActiveProspect (operator of TrustedForm) provides lead certification, consent capture, and compliance tools for the performance marketing industry. It is functionally analogous to Contact State's Certify/Connect stack and serves the same insurance and financial services verticals, making it the strongest direct peer on technology and delivery model.
• TrustedForm (ActiveProspect): TrustedForm is ActiveProspect's lead-certification product, capturing screenshots and consent at form submission. It is comparable to Contact State Certify in mechanism (browser-side evidence capture) and in serving insurance and mortgage lead buyers with compliance-grade audit trails.

Broad incumbents

• Plaid: While broader than insurance lead certification, Plaid operates as an API-first data connectivity layer in financial services — conceptually overlapping Contact State Connect's abstraction pattern (a single integration connecting many counterparties). Plaid is a relevant incumbent peer on API distribution and developer-first go-to-market motion.
• Verisk (parent) Synergies: Verisk is the acquiring parent and a global insurance data analytics incumbent. Where Verisk offers marketing analytics or carrier-side compliance tooling, it represents a 'build' alternative to Contact State's 'certify' layer — making the parent's own portfolio a key reference point for competitive positioning.
• LexisNexis Risk Solutions: LexisNexis Risk Solutions supplies identity verification, fraud scoring, and compliance data to US insurance carriers — a comparable incumbency to where Contact State operates, just at significantly larger scale and on the carrier side. Useful peer for understanding how a large incumbent might bundle certification into its stack.
• HubSpot: HubSpot is a broad CRM and marketing automation incumbent that increasingly covers affiliate, lead-routing, and consent management use cases. It competes for the same operational budget and offers lighter-touch alternatives to dedicated regtech such as Contact State.
• Salesforce: Salesforce is the dominant CRM incumbent in UK financial services and insurance. Its AppExchange and Marketing Cloud products can absorb facets of contact data management, consent capture, and lead routing — representing the largest platform risk if Salesforce invests more directly in regulated-industry compliance tooling.

Emerging players

• Impact: Impact is a partner and affiliate marketing platform with cross-vertical reach. While not insurance-specific, it competes for the same affiliate-marketing operating budget that funds lead-gen programmes — making it an indirect peer for the upstream sourcing side of Contact State's two-sided market.
• PartnerStack: PartnerStack is a partner-ecosystem platform with built-in compliance, payouts, and discovery for affiliate programmes. It overlaps thematically with Contact State Partner Directory (vetted buyer/seller introductions with compliance guardrails) and serves adjacent go-to-market motions in SaaS and financial services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Contact State