GuruLeads
- Company typePrivate
- Founded2017
- HeadquartersMoscow, Russia
- Headcount—
- GTM typeB2B
- OfferingSoftware
GuruLeads firmographics
Firmographics- Name
- GuruLeads
- Legal name
- GuruLeads
- Website
- https://guruleads.ru
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Ownership category
- akta.pro rank
GuruLeads industry classification
Industry- Product category
- Affiliate Marketing Platform
- NAICS
- Nondepository Credit Intermediation (5222), Other Activities Related to Credit Intermediation (522390)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching) (FSAGAHAL)
- akta.pro secondary industry
- Credit Education, Monitoring & Consumer Credit Management Tools (FSAKAKAJ)
Keywords
Where GuruLeads is headquartered
LocationHeadquarters
- HQ city
- Moscow
- HQ country
- Russia
- HQ region
- Europe
Offices1 record
Markets served
GuruLeads business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- CPA Commissions from Advertisers: GuruLeads earns revenue by charging commissions from advertisers (banks, MFOs, credit brokers) for driving quality traffic and leads. The network acts as an intermediary, taking a percentage of the payouts made to webmasters for qualified actions (leads, conversions) generated through the platform.
- Performance-based Affiliate Revenue Share: Revenue is generated based on performance metrics where the network earns from the difference between what advertisers pay per action and what is paid out to webmasters. Pricing per action varies by offer (e.g., 98.57 RUB for lead generation, up to 3,071.25 RUB for microloan conversions).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | CPA payouts per action vary by offer |
| Other | Multi-year contract | Individual negotiated rates |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
GuruLeads product offering
Product offeringCore offering
GuruLeads operates a financial CPA (Cost Per Action) affiliate network connecting advertisers (banks, microfinance organizations, and credit brokers) with webmasters/affiliates for performance-based promotion of financial offers (primarily microloans and consumer credit). The platform provides a personal account dashboard, an offers marketplace, real-time analytics, an API for automation, and dedicated personal account managers supporting both sides of the marketplace.
Product overview
GuruLeads is a financial CPA (Cost Per Action) affiliate network operating as a platform connecting advertisers (banks, MFOs, credit brokers) with webmasters. The core platform includes the CPA Offers Marketplace for financial products (microloans, consumer credits), a Personal Account dashboard for campaign management and analytics, and an API system for automation. The platform specializes exclusively in the Finance vertical and has been recognized as the best partner program in the Finance category at Kinza Awards 2023. Partners can access various loan offers (СМС Займ, Fastmoney, OneClickMoney) with customizable payout structures and 14-day hold periods.
Differentiator
Problem solved
Functional benefit
Products and services
- GuruLeads CPA Platform Proprietary Cost Per Action (CPA) affiliate network platform enabling performance-based marketing for financial products. Connects advertisers (banks, MFOs, credit brokers) with webmasters and tracks conversions, leads, and payouts per qualified action.
- Personal Account (Личный кабинет) Web-based self-service dashboard for both advertisers and webmasters to manage offers, track performance statistics (EPC, CR, AR), analyze productivity, and handle payouts.
- CPA Offers Marketplace Catalog of financial product offers including microloans, consumer loans, and credit services, with customizable pricing, hold periods, and traffic source requirements. Browseable at guruleads.ru/offers.
- СМС Займ Offer CPA offer for the СМС Займ loan selection service. Lead generation model paying 98.57 RUB per application, targeting Russian citizens aged 21-65 (excluding Crimea and North Caucasus), with a 14-day hold period.
- Fastmoney Offer CPA offer for Fastmoney microloan issuance (online loans from 500 to 30,000 RUB for 6-21 days). Payouts of 2,062.50 RUB for new issuance and 375 RUB for repeat issuance, with a 14-day hold period and 0% first-loan offer for qualified borrowers.
- OneClickMoney Offer CPA offer for OneClickMoney online microcredits from 500 to 30,000 RUB for 6-21 day terms. Payouts of 3,071.25 RUB for good credit history and 1,316.25 RUB for poor credit, targeting Russian citizens aged 18-80.
Quantifiable outcome
- Up to 98.57 RUB per lead, up to 3,071.25 RUB per microloan conversion
- +2 more outcomes
Companies that use GuruLeads
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
GuruLeads technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GuruLeads partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- OneClickMoneycoreOneClickMoney provides microloans from 500 to 30,000 RUB for 6-21 day terms. Active on GuruLeads since January 2020 (Offer ID 265), with payouts of 3,071.25 RUB for good credit history and 1,316.25 RUB for poor credit. Target: Russian citizens 18-80 years old.
- FastmoneycoreFastmoney is a microloan company offering online loans from 500 to 30,000 RUB. Active on GuruLeads since March 2019 (Offer ID 116), paying 2,062.50 RUB for new loan issuance and 375 RUB for repeat loans. They offer first loans at 0% interest for qualified borrowers.
- СМС ЗаймcoreСМС Займ is a lead generation service for microloan aggregation, allowing borrowers to compare and select favorable MFO conditions. Active on GuruLeads since November 2018 (Offer ID 86), paying 98.57 RUB per lead. The service serves Russian citizens aged 21-65.
- Skolkovo Innovation CenterminorGuruLeads is associated with the Skolkovo innovation center ecosystem in Moscow, Russia. The partnership provides access to innovation infrastructure and potentially qualifies for various startup support programs. The Skolkovo logo appears on the website footer indicating official association with the technology park.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
GuruLeads competitors and assessment
Company assessmentDirect peers
- Leads.su: Russian CPA/lead-generation network focused on financial and insurance verticals. Directly comparable business model, target advertisers (MFOs, banks), and Russian geographic focus.
- TerraLeads: Affiliate network specializing in finance, e-commerce, and sweepstakes verticals with strong Eastern European footprint. Directly comparable in financial offer specialization and CPA model.
- SalesDoubler: CPA network operating across CIS and Eastern Europe with significant financial vertical coverage. Comparable two-sided marketplace model with performance-based payouts.
- Fincall: Russian financial-vertical CPA network specializing in microloans, consumer credit, and banking offers. Closest vertical-specialist peer competing for the same MFO advertisers.
- Admitad: One of the largest CIS-origin CPA/affiliate networks globally, with significant financial vertical presence and a similar two-sided platform connecting advertisers with webmasters. Direct competitor for Russian financial advertisers' spend.
- Cityads: International CPA affiliate network with strong presence in Russia and CIS, offering financial offers to webmasters. Comparable platform structure and target advertiser base.
- Affiliate4You (A4G): Affiliate network operating in Eastern Europe/CIS with financial vertical offers. Comparable two-sided platform targeting similar webmaster and advertiser segments.
Emerging players
- CrakRevenue: International CPA network with financial vertical focus (loans, credit, insurance). Comparable niche vertical specialization, though more international focus vs. GuruLeads' Russia-centric approach.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
GuruLeads social profiles
Digital presenceGuruLeads financial estimates
Financial estimateRevenue estimate
Valuation estimate
GuruLeads leadership team
Management profileNumber of profiles
GuruLeads funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GuruLeads 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 GuruLeads
What does GuruLeads do?
GuruLeads operates a financial CPA (Cost Per Action) affiliate network connecting advertisers (banks, microfinance organizations, and credit brokers) with webmasters/affiliates for performance-based promotion of financial offers (primarily microloans and consumer credit). The platform provides a personal account dashboard, an offers marketplace, real-time analytics, an API for automation, and dedicated personal account managers supporting both sides of the marketplace.
Is GuruLeads a public or private company?
GuruLeads is a private company. It is classified as unknown and is currently operating.
When was GuruLeads founded?
GuruLeads was founded in 2017.
Where is GuruLeads based?
GuruLeads is headquartered in Moscow, Russia, in the Europe region.
How does GuruLeads make money?
Two revenue lines are on record. CPA Commissions from Advertisers are the primary driver. The others are performance-based Affiliate Revenue Share.
Who are GuruLeads's main competitors?
Direct peers on record are Leads.su, TerraLeads, SalesDoubler, Fincall, Admitad, Cityads and Affiliate4You (A4G). CrakRevenue is listed as an emerging player.
Does GuruLeads have an API?
Yes. API system for automation of processes - enables partners to automate workflows without manual intervention.
What industry is GuruLeads in?
GuruLeads's product category is Affiliate Marketing Platform. Its primary akta.pro industry code is FSAGAHAL, Marketplace & Loan Aggregation Platforms (Borrower-Lender Matching), with a secondary code of FSAKAKAJ, Credit Education, Monitoring & Consumer Credit Management Tools. Its NAICS code is 5222 and its SIC code is 6163.