LeadExchange
LeadExchange is a B2B internet exchange platform, operated by iLeads.com, that lets insurance agents and mortgage brokers automatically trade sales leads they cannot use for credits redeemable for leads matching their business. The Newport Beach-based, privately held subsidiary monetizes primarily through transaction fees on its wholesale TradingRoom Floor auction.
- Company typePrivate
- Founded1996
- HeadquartersNewport Beach, United States
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What LeadExchange does
LeadExchange™ is a business-to-business internet exchange platform that allows financial service companies to automatically trade, buy, and sell qualified sales leads 24/7. Members — primarily insurance agents/brokers and mortgage lenders/brokers — submit leads they cannot use because of geographic licensing constraints or product-line mismatches, and receive credits redeemable for leads that match their business criteria. The platform covers 14 lead categories split between insurance (auto, annuity, disability, group health, health, homeowners, life, long-term care) and mortgage/loan products (debt consolidation, home improvement, new home, refinance, second mortgage).
The platform is built around an automated credit-based matching system and a wholesale auction module called the TradingRoom Floor, which handles bulk lead blocks of 50–5,000 units via 24–36 hour auctions. A real-time lead database publishes live counts by product on the home page, and integration is delivered either through website code embedding or manual lead entry. LeadExchange is a wholly owned subsidiary of iLeads.com, Inc. (established February 1996), operating out of Newport Beach, California, as iLeads.com, LLC.
The business model is freemium for basic membership with cash revenue generated primarily from a percentage-based service charge on completed TradingRoom Floor auctions (a transaction/take-rate model) and, by implication, on the assignment of exchange credits. Distribution is self-service via leadexchange.com, supported by toll-free phone support and third-party publisher advertising, with no disclosed funding, M&A, or external capital events.
LeadExchange firmographics
Firmographics- Name
- LeadExchange
- Legal name
- iLeads.com, LLC.
- Website
- https://leadexchange.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LeadExchange is a B2B internet exchange platform, operated by iLeads.com, that lets insurance agents and mortgage brokers automatically trade sales leads they cannot use for credits redeemable for leads matching their business. The Newport Beach-based, privately held subsidiary monetizes primarily through transaction fees on its wholesale TradingRoom Floor auction.
- Ownership category
- akta.pro rank
LeadExchange industry classification
Industry- Product category
- Lead Exchange Marketplace
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
- akta.pro secondary industries
- Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE), Affiliate & Partner Lead Generation Networks (BPAFAKAL)
Keywords
Where LeadExchange is headquartered
LocationHeadquarters
- HQ city
- Newport Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
LeadExchange business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- TradingRoom Floor Service Fees: LeadExchange charges a percentage of the final auction price as a service charge for wholesale lead transactions through the TradingRoom Floor. Percentage varies by product type.
- Lead Exchange Credits: Uses a credit-based system where users accumulate credits by submitting leads they cannot use, which are then exchanged for leads matching their criteria. Credits are debited when obtaining leads. Credit values change based on market conditions.
- Marketplace Commission: Online auction environment where large single blocks of leads are negotiated between buyer and seller, with LeadExchange taking a percentage of completed transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free membership with credit-based trading |
| Transaction based/ take rate | Pay-as-you-go | TradingRoom Floor wholesale transactions |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels4 records
LeadExchange product offering
Product offeringCore offering
LeadExchange operates a business-to-business Internet exchange platform where members submit sales leads they cannot use (due to product or geographic licensing limitations) and receive credits that can be redeemed for leads matching their business criteria. The platform supports 14 categories of financial service leads across insurance and mortgage verticals, with a TradingRoom Floor add-on providing a wholesale auction environment for bulk lead blocks of 50 to 5,000 units.
Product overview
LeadExchange™ is a B2B internet exchange platform operated by iLeads.com, LLC (based in Newport Beach, CA, est. 1996) that enables financial service companies to buy, sell, and trade qualified sales leads automatically. The core product is the LeadExchange™ platform, which uses a credit-based system to match members' lead supply with their demand—members submit leads they cannot use (due to product or geographic licensing limitations) and receive credits to acquire leads that fit their business model. A secondary offering, the TradingRoom Floor, provides a wholesale online auction for bulk lead transactions (50–5,000 leads). The platform trades 14 categories of leads across two primary verticals: insurance (auto, annuity, disability, group health, health, homeowners, life, long-term care) and mortgage/loan (debt consolidation, home improvement, new home purchase, refinance, second mortgage). All services are free to join, operate 24/7, and are accessible via the web.
Differentiator
Problem solved
Functional benefit
Brands
- TradingRoom Floor: An online auction environment where large blocks of Internet generated leads are bought and sold on a wholesale basis. The TradingRoom Floor allows Preferred Traders to bid for or place for sale lead blocks daily.
Products and services
- LeadExchange™ A business-to-business internet exchange platform enabling members to automatically trade, buy, and sell qualified sales leads 24/7. Members submit leads they cannot use due to product or geographic limitations in exchange for credits used to acquire leads matching their business criteria.
- TradingRoom Floor An online wholesale auction environment for buying and selling large blocks of internet-generated leads (50–5,000 leads per transaction). Members can bid on or list excess lead inventory, with pricing based on market conditions and bulk volume tiers. Open to Preferred Traders handling 100+ leads per month.
- Annuity Leads Sales leads for annuity products, including tax-qualified and non-tax-qualified investment inquiries, collected via a standardized consumer questionnaire.
- Auto Leads Sales leads for auto insurance products, capturing driver, vehicle, and coverage preference information from interested consumers.
- Debt Consolidation Leads Sales leads for debt consolidation loan products, targeting consumers seeking to combine high-interest credit card debt into a single low-rate loan.
- Disability Leads Sales leads for disability insurance products, capturing income protection and business continuity coverage inquiries.
- Group Health Leads Sales leads for group health insurance products, targeting employers or groups seeking coverage options.
- Health Leads Sales leads for individual health insurance products, capturing inquiries about coverage, costs, and benefits across various plan types.
- Home Improvement Leads Sales leads for home improvement loan products, targeting consumers looking to finance renovation or personal use projects.
- Homeowners Leads Sales leads for homeowners insurance products, covering home protection, personal property, and liability coverage.
- Life Leads Sales leads for life insurance products, capturing inquiries about coverage and retirement-oriented insurance options.
- LTC Leads Sales leads for long-term care (LTC) insurance products, targeting consumers over 50 seeking nursing home or extended care coverage.
- New Home Leads Sales leads for new home purchase loan products, targeting first-time and repeat buyers seeking mortgage financing.
- Refinance Leads Sales leads for mortgage refinance loan products, targeting homeowners looking to lower monthly payments through rate adjustments.
- Second Mortgage Leads Sales leads for second mortgage and home equity line products, targeting consumers seeking funds for vacations, education, or other personal needs.
Companies that use LeadExchange
Customer profileSegments5 records
Ideal customer profiles3 records
LeadExchange technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
LeadExchange partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- iLeads.comcoreLeadExchange is a wholly owned subsidiary of iLeads.com, Inc. (established February 1996). iLeads.com distributes sales leads generated by its internal internet site network to a national client base. LeadExchange emerged as iLeads.com product demand increased, with the process refined over 4.5+ years. iLeads.com has hundreds of clients nationwide.
- Lenders and Agents (Provider Network)minorProvider network of lenders, agents, brokers, and insurers who receive personal information from lead submissions to process and fulfill requests. All participants have entered into marketing agreements with iLeads.com and must comply with federal and state privacy regulations. These third parties contact consumers by phone, email, or mail to fulfill service requests.
Scale indicators5 records
Recent moves6 records
Expansion highlights3 records
LeadExchange competitors and assessment
Company assessmentDirect peers
- MediaAlpha: MediaAlpha operates a programmatic advertising marketplace for insurance and other financial-services verticals, facilitating real-time bidding between lead buyers and sellers. Highly comparable to LeadExchange's TradingRoom Floor auction model for bulk insurance lead transactions.
- NerdWallet: NerdWallet operates a financial product comparison platform generating leads across credit cards, banking, mortgages, and insurance. Comparable business model of monetizing consumer interest across multiple financial product categories through a marketplace structure.
- Policygenius: Policygenius is an online insurance marketplace focused on life, disability, and other personal lines, distributing qualified leads to carrier partners. Directly overlaps with LeadExchange's life, disability, and LTC lead categories.
- SmartFinancial: SmartFinancial operates an insurance comparison marketplace connecting shoppers with carriers across multiple lines. Comparable to LeadExchange's insurance vertical and its consumer-facing lead-matching flow.
- Bankrate: Bankrate (owned by Red Ventures) is a financial product comparison and lead-generation platform spanning banking, credit cards, mortgages, and insurance. Operates as a marketplace connecting consumers with financial product providers in overlapping insurance and mortgage verticals.
- The Zebra: The Zebra is an insurance comparison marketplace operating across auto, home, life, and other insurance lines, enabling consumers and agents to compare carriers. Functionally analogous to LeadExchange's auto and homeowners lead exchange categories.
- QuinStreet: QuinStreet runs performance-marketing platforms that connect financial-services advertisers with in-market consumers across verticals including insurance, mortgage, personal loans, and education. Directly comparable as a financial-services lead generation marketplace.
- LendingTree: LendingTree operates a leading online marketplace connecting consumers with lenders across mortgage, insurance, and other financial products. It is the closest large-scale analog to LeadExchange's B2B financial-lead marketplace, though it sells consumer-side rather than peer-to-peer.
- GoHealth: GoHealth operates a health insurance lead generation and distribution platform serving carriers and consumers across Medicare and individual health plans. Overlaps with LeadExchange's health and group health lead categories.
Broad incumbents
- Zillow Group: Zillow Premier Agent and Zillow Home Loans generate and distribute real estate and mortgage leads at massive scale across the United States. Operates more broadly across real estate but materially overlaps with LeadExchange's mortgage vertical (new home, refinance).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
LeadExchange social profiles
Digital presenceLeadExchange financial estimates
Financial estimateRevenue estimate
Valuation estimate
LeadExchange leadership team
Management profileNumber of profiles
LeadExchange funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LeadExchange 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 LeadExchange
What does LeadExchange do?
LeadExchange operates a business-to-business Internet exchange platform where members submit sales leads they cannot use (due to product or geographic licensing limitations) and receive credits that can be redeemed for leads matching their business criteria. The platform supports 14 categories of financial service leads across insurance and mortgage verticals, with a TradingRoom Floor add-on providing a wholesale auction environment for bulk lead blocks of 50 to 5,000 units.
Is LeadExchange a public or private company?
LeadExchange is a private company. It is classified as corporate owned and is currently operating.
When was LeadExchange founded?
LeadExchange was founded in 1996. It employs 11 to 50 people.
Where is LeadExchange based?
LeadExchange is headquartered in Newport Beach, United States, in the North America region.
How does LeadExchange make money?
Three revenue lines are on record. TradingRoom Floor Service Fees are the primary driver. The others are lead Exchange Credits and marketplace Commission.
Who are LeadExchange's main competitors?
Direct peers on record are MediaAlpha, NerdWallet, Policygenius, SmartFinancial, Bankrate, The Zebra, QuinStreet, LendingTree and GoHealth. Zillow Group is listed as a broad incumbent.
Does LeadExchange have an API?
No public API is recorded for LeadExchange.
What industry is LeadExchange in?
LeadExchange's product category is Lead Exchange Marketplace. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products), with a secondary code of BPAFAKAE, Lead Generation & List Building Services (Prospecting, Data Sourcing). Its NAICS code is 518 and its SIC code is 7370.