Calma

What Calma does

Calma is a performance lead generation agency founded in 2024 by Ruslan Drozdov, a performance marketing veteran whose background includes founding the media-buying agency Traffinad in 2018 and partner roles at Adventures Lab and Astroid. The company operates as Calma Tech DTL, a Cyprus-domiciled entity, with a small team of approximately 10 specialized contributors and serves US-based lead buyers across four core verticals: auto insurance, home insurance, home services (roofing, solar, windows), and financial services (loans, HELOC, HECM).

The platform runs user acquisition campaigns across paid social and video channels (Meta, Google Ads, TikTok Ads) and applies proprietary AI across audience intelligence, real-time bid management, creative testing, and multi-layer lead verification (intent, deduplication, compliance) before delivery to buyers. Computer vision integration with Meta's Andromeda engine enables semantic analysis of ad creative. The company maintains a curated network of performance marketing partners who run compliant campaigns under Calma's methodology.

Calma monetizes on a performance basis, pricing leads around qualified delivery and downstream conversion metrics (cost per acquired lead, contact rate, buyer conversion) rather than raw traffic volume. Buyer segments include insurance carriers and agencies, home improvement contractors and installers, and lenders and brokers, with distribution via direct sales and partner channels. Calma is founder-controlled, with no institutional investment, parent company, or public-market presence disclosed.

Name

Calma

Legal name

Calma Tech DTL

Website

https://calma.io

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Calma is a Cyprus-domiciled, US-focused performance lead generation agency founded in 2024 that uses proprietary AI to run paid social campaigns and sell qualified, compliance-verified leads in auto insurance, home insurance, home services, and financial services verticals.

Ownership category

akta.pro rank

Product category

Lead Generation Services

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising (7310)

akta.pro primary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

Keywords

• Performance lead generation
• Insurance lead generation
• Paid acquisition campaigns
• Audience targeting AI
• Lead qualification services

Headquarters

HQ city

Unknown

HQ country

Cyprus

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Qualified Lead Sales: Performance-based lead generation model where pricing is structured around qualified lead delivery, optimized for downstream conversion goals including cost per acquired lead, contact rate, and buyer conversion. Leads are sold to carriers, agencies, aggregators, contractors, and lenders across insurance, home services, and financial verticals.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Calma is a performance lead generation agency that runs paid social and video user acquisition campaigns across Meta, Google Ads, and TikTok Ads to generate, qualify, and sell leads directly to carriers, agencies, aggregators, contractors, and lenders. The company delivers vertical-specific lead products in auto insurance, home insurance, home services (roofing, solar, windows), and financial services (personal loans, HELOC, HECM), optimizing for downstream metrics such as cost per acquired lead, contact rate, and buyer conversion.

Product overview

Calma is a performance lead generation agency operating a unified platform that generates, qualifies, and delivers leads across four core verticals: Auto Insurance, Home Insurance, Financial Services (Loans, HELOC, HECM), and Home Services (Roofing, Solar, Windows). The company runs user acquisition campaigns across paid social and video channels, using proprietary AI to identify optimal prospect profiles, optimize bids in real time, and verify lead quality. Each vertical has dedicated systems with specialized audience intelligence, compliance frameworks, and creative optimization pipelines. The portfolio is delivered through Meta, Google, and TikTok advertising channels, with leads verified through multi-layer quality controls before delivery to carriers, agencies, brokers, and contractors.

Differentiator

Problem solved

Functional benefit

Products and services

• Auto Insurance Lead Generation

Quantifiable outcome

• 57% of policyholders actively shopped for auto insurance in 2025 — highest ever recorded
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature3 records

Partnerships

One partnership is on record.

• Performance Marketing Partners NetworkcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Curated network of performance marketing partners who run compliant campaigns across paid social, search, and programmatic channels. Partners operate under Calma's compliance-first methodology and AI optimization systems.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• MediaAlpha: Public performance marketing and insurance lead marketplace connecting carriers with consumer demand. Most directly comparable to Calma given shared insurance vertical focus and real-time auction infrastructure for lead delivery.
• Centerfield: Direct-to-consumer performance marketing company that acquires and retains customers on a pay-for-performance basis. Closely comparable business model to Calma across insurance and home services verticals.
• SmartFinancial Insurance: Performance-driven insurance lead marketplace distributing auto, home, and health insurance leads to carriers and agents. Operates a similar pay-per-lead model in the same verticals as Calma.
• ActiveProspect: Consent-based lead verification and compliance platform that powers TCPA-compliant lead delivery across the industry. Highly comparable as Calma's compliance-first approach depends on this exact infrastructure category.
• EverQuote: Public insurance shopping marketplace operating in the same auto and home insurance verticals as Calma, generating qualified consumer leads for carriers and agents through performance-based marketing.
• Jornaya: Lead verification and intent data platform used by performance lead generators to verify consumer consent and intent. Closely aligned with Calma's multi-layer verification methodology.

Broad incumbents

• Bankrate: Major consumer financial services comparison platform owned by Red Ventures, monetizing through financial services lead generation in insurance, banking, and lending. Comparable at the buyer/channel level to Calma's financial services vertical.
• Digital Media Solutions: Public performance marketing company operating in insurance, financial services, and home services verticals with proprietary data and optimization platforms comparable to Calma's tech stack.
• LendingTree: Public consumer loan marketplace generating leads for lenders across personal loans, HELOC, and reverse mortgages - directly comparable to Calma's financial services vertical focused on the same lending products.
• QuinStreet: Established public performance marketing company generating qualified leads in insurance, financial services, and home services. Operates at much greater scale across overlapping verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/calma-io

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Calma