Stop Selling Your Leads Wholesale.
Build Your Own Buyer Network.
Aggregators keep 10–31% of every dollar your leads generate — and one buyer can be 30% of your revenue. Lead Router gives you a Shopify-style storefront, a self-serve buyer onboarding wizard, and the industry's most advanced routing engine, so a thousand buyers can buy direct from you without a thousand headaches.
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Setup Time Reduction
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API Endpoints
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Unique-to-Market Features
The Math
Wholesale Is a Tax on Your Business
Selling through aggregators destroys value twice: they take margin on every dollar today, and they concentrate your revenue into the kind of customer list that gets discounted at exit.
10–31%
What aggregators keep of every dollar transacted. MediaAlpha discloses a 14% take rate; EverQuote keeps a 31% variable marketing margin.
$5–25 vs $75–100
A shared auto-insurance lead wholesales for $5–25. Sold exclusively to an agent, the same consumer fetches $75–100.
20–35%
The valuation haircut M&A buyers apply when one customer exceeds ~20–30% of revenue. Five aggregator accounts means every one of them is a concentration risk.
39%
EverQuote’s single largest customer is 39% of its revenue. Sell through aggregators and you stack your concentration risk on top of theirs.
~1%
Your largest customer’s share of revenue when 1,000 buyers buy direct. That’s the profile acquirers compete for.
+1 bidder
Auction theory (Bulow & Klemperer, 1996): one additional bidder is worth more than any amount of negotiating leverage. Density of demand sets your clearing price.
On a $10M-EBITDA business at 6x, a 20–35% concentration discount erases $12–21M of enterprise value.
Sources: MediaAlpha and EverQuote FY2024 SEC filings; FOCUS Investment Banking (2025); industry pricing data; Bulow & Klemperer, American Economic Review (1996).
The Real Blocker
The hard part was never demand.
It was operations.
Everyone knows direct buyers pay more. Everyone sells wholesale anyway — because managing hundreds of small buyers used to mean manual work, multiplied by every buyer.
Onboarding
Back-and-forth spec emails, field-mapping calls, and an IT ticket for every single buyer.
Billing
Invoices, collections, and prepay balances tracked in spreadsheets that drift from reality.
Delivery
Every buyer wants a different CRM, webhook, or sheet — each one its own custom integration.
Management
Caps, pauses, refunds, and disputes — manageable at ten buyers, crushing at a hundred.
That math kept direct networks small. Lead Router removes it.
Self-Serve Commerce
A Storefront for Your Leads
Buyers shop, pay, and reorder like it's an ecommerce store — because it is one.
Lead Packages (SKUs)
One-time packs or recurring subscriptions. Buyers pick a package and a volume, then check out.
Stripe Checkout
Card on file, saved payment methods, automatic charges. No invoices, no collections calls.
Coupons & Referrals
Discount codes and referral programs turn your existing buyers into your buyer-acquisition channel.
Prepaid Inventory (FIFO)
Prepaid lead balances tracked automatically, first-in-first-out. Buyers always know what’s left.
Self-Serve Pause & Resume
Buyers pause and resume their own subscriptions. No support ticket, no awkward call.
Receipts & Billing History
Automatic receipts and a full billing history in the buyer portal. Zero manual bookkeeping.
Your buyers get a buying experience. You get revenue without an AR department.
Self-Configuration
Buyers Onboard Themselves
The onboarding wizard walks every new buyer from checkout to live leads with zero admin touches. Magic-link login — no passwords, no credential resets.
Pick targeting
States, filters, and schedules — the buyer chooses what they want.
Set caps
Daily, weekly, or monthly volume limits, set by the buyer.
Connect delivery
Webhook, email, Google Sheets, or CRM — connected by the buyer.
Test the integration
A test lead fires and validates the connection end to end.
Go live
The contract auto-activates. Leads start flowing.
From credit card to live leads in minutes — without a single onboarding call.
The Engine Underneath
Backed by the Most Advanced
Routing Engine in the Industry
Self-serve commerce is the front door. Underneath, every lead runs through the same engine that powers ping-post networks — plus native call tracking and call routing in the same platform.
Ping/Post Auctions
Native ping-post with real-time buyer bids returned synchronously. Sell to the winner in one request.
Waterfall + DQ Fallback
Ordered fallback through your buyer list, then DQ contracts sell rejected leads to secondary buyers instead of throwing them away.
Exclusive / Multisell / Hybrid
Sell to one buyer, many, or exactly N per lead. Hybrid sits between exclusive and multisell as a new distribution primitive.
Atomic Caps
Zero race conditions in cap enforcement. Two simultaneous leads can't both sneak past the same daily cap.
Fuzzy Deduplication
Buyer-level dedup with fuzzy and household matching. No buyer pays twice for the same person.
Dynamic Pricing & Margin
Price by buyer, contract, or rule. Track cost-per-lead and cost-per-action margins independently.
Sub-100ms Parallel Evaluation
Every active contract evaluated in parallel. Routing completes in under 100ms on average.
AI Scoring & Anomaly Detection
AI lead scoring routes premium leads to premium buyers; anomaly detection flags quality drops and fraud patterns.
The AI Engine
And the Engine Is Run by AI
You build the network. Six AI systems run the busywork: pricing leads, configuring buyers, catching anomalies, and tuning bids without a human in the loop.
AI-Powered Setup
Paste a buyer's posting spec URL. The AI reads it, configures the delivery endpoint, maps every field, sets up response parsing, and sends a test lead in under 60 seconds.
Cuts buyer onboarding from 2-3 hours to under 5 minutes.
A new insurance buyer sends you their API docs. Instead of manually configuring 20+ fields, the AI imports everything from the URL and validates with a test delivery.
Conversational Analytics
Ask questions in plain English. "Show me revenue by buyer last week." "Which partners have declining acceptance rates?" "What's my margin on solar leads in California?"
Non-technical team members get instant answers without SQL or report builders.
Your account manager asks the AI "why did acceptance drop for Buyer X?" and gets a breakdown: 3 filter mismatches, 1 expired cap, and a balance issue. One-click fixes included.
Predictive Campaign Optimization
ML models analyze historical routing data to predict which distribution rules, pricing, and cap configurations will maximize revenue for each campaign.
Surfaces optimization opportunities that humans miss.
The AI notices your round-robin solar campaign would generate 23% more revenue if switched to price-based distribution, and shows the math.
Intelligent Lead Scoring
Every lead gets a conversion probability score based on historical disposition data, buyer feedback, and demographic signals. Higher-scoring leads route to higher-paying buyers.
Routes premium leads to premium buyers, raising revenue per lead.
A lead with 92% predicted conversion goes to your $45 exclusive buyer. A 34% lead goes to your $12 shared pool. Same vertical, same campaign, different economics.
Anomaly Detection & Alerts
Real-time monitoring detects quality drops, fraud patterns, delivery failures, and margin erosion before they become problems. Alerts fire with root cause analysis.
Catches issues in minutes instead of discovering them in end-of-month reports.
A partner starts sending leads with invalid phone numbers at 3x their normal rate. The AI flags it within 15 minutes, pauses the campaign, and notifies your ops team.
Autonomous Bid Management
AI adjusts buyer pricing in real time based on conversion rates, competition density, and lead quality signals.
Higher yield per lead without constant human tuning.
Medicare open enrollment starts. Demand spikes. The AI raises prices for high-intent leads where 5 buyers are competing, and holds pricing where only 1 buyer matches.
Import this buyer's posting spec and set up delivery
https://buyerportal.example.com/specs/acme-insurance
Done. I configured the delivery endpoint for Acme Insurance:
Saved 45 minutes of manual configuration.
Now show me which campaigns are underperforming this week
Found 3 campaigns below their 7-day average:
Recommendation: Solar CA has 2 buyer contracts with expired caps. Shall I reset them?
See it route a live lead.
15-minute demo. No commitment. Watch the AI configure a new buyer in under 60 seconds.
Request a DemoUnified People Hub
One person. Every lead. Every call. Every vertical.
Every other platform we checked treats leads as isolated records. Lead Router links them to a single person identity. When a consumer submits auto insurance in January and home insurance in March, your buyer sees one person, not two strangers.
See it in action →
Complete Lead Lifecycle
Every decision. Every delivery. Every dollar. Traceable.
Drill into any lead to see exactly what happened: which contracts matched, why others were rejected, delivery response codes, financial records, and the full audit trail. No more guessing why a lead didn't route.
Start free trial →Who Runs This
Built for the person actually running the ops.
Whoever owns lead economics in your business runs their day in Lead Router. One tool for routing, delivery, dedup, reporting, and buyer ops.
Sales Ops
Dashboard, reports, dedup rules
Agencies
Partners, revenue, payouts
Buyer Teams
Contracts, caps, delivery
Built-In Messaging
Full Email and SMS Campaigns.
No Third Party Needed.
Most lead routers send leads out and forget them. Lead Router keeps selling to them with native email and SMS, in the same platform, using the same data.
Email Campaigns
- Drag-and-drop template editor with merge tags
- Dynamic segments with rule builder (filter on any lead field)
- Automated flows triggered by lead events (submission, disposition, delivery)
- A/B testing on subject lines, content, and send times
- Per-ISP deliverability monitoring (4 tabs: delivered, bounced, blocked, complaints)
- Bounce/block separation for accurate reputation tracking
- Multi-provider: Amazon SES + SendGrid (failover ready)
- Contact import via CSV with field mapping
SMS Campaigns
- Native SMS campaign builder (not a third-party bolt-on)
- Multi-provider: Twilio + Bandwidth for redundancy
- Automated SMS flows triggered by lead lifecycle events
- Dynamic personalization with merge tags
- Opt-out handling and suppression list management
- Delivery tracking with carrier-level reporting
- Two-way messaging support
- TCPA-compliant consent tracking per contact
Automated Flows & Sequences
Build multi-step nurture sequences that trigger automatically based on lead events. Combine email and SMS in the same flow.
Trigger
Lead submitted but not sold
Action
SMS follow-up in 30 min, email with alternative offers in 24h
Trigger
Lead sold but not converted
Action
Drip campaign: 3 emails over 14 days with buyer-specific content
Trigger
New buyer contract goes live
Action
Re-engage unsold leads that now match the new buyer's filters
Only Lead Router and Phonexa have native messaging, and Phonexa's is a separate product (E-Delivery). Ours is fully integrated with lead and call data in the same platform.
See Messaging in ActionSecurity Foundation
Already routing leads?
Switch from LeadsPedia, Lead Prosper, or boberdoo in under a week.
AI Roadmap
From Assistant to Autonomous
The AI takes over more operational decisions as we see it working in production.
AI-Assisted
- 30-tool AI chat assistant
- Guided onboarding interview (6 steps)
- AI spec import from URLs
- Voice input/output
- Interactive walkthroughs
AI-Recommended
- Predictive lead scoring
- Campaign optimization suggestions
- Anomaly detection with root cause
- Natural language reporting
- Smart deduplication (fuzzy + household)
AI-Autonomous
- Autonomous bid management
- Self-healing delivery pipelines
- Auto-adjusting cap strategies
- Predictive revenue forecasting
- Cross-campaign budget allocation
AI-Orchestrated
- Fully autonomous campaign lifecycle
- Multi-model ensemble routing decisions
- AI-generated buyer proposals
- Automated partner quality management
- Revenue optimization without human intervention
Market Opportunity
$6.4B Market. Zero Modern Players.
$6.4B
Market Size (2026)
Lead generation software market, growing 9-14% CAGR to $16B+ by 2034.
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Modern Competitors
Every incumbent (LeadsPedia, Lead Prosper, boberdoo, Phonexa) runs on legacy architecture with no AI.
$2B+
Unaddressed TAM
Healthcare lead market that non-compliant platforms can't legally serve. HIPAA architecture built in.
When They Were Built vs When We Were Built
Every incumbent was designed before AI, before compliance mattered, and before modern lead gen complexity. We built for 2026.
2001
boberdoo
25 years old
Pre-cloud, pre-mobile
2014
LeadsPedia
12 years old
Pre-AI, monolithic
2016
Phonexa
10 years old
Siloed products
2019
Lead Prosper
7 years old
Basic, no AI
2026
Lead Router
AI-Assisted
Built for 2026
Competitive Position
Start Building
Your Buyer Network.
Your demand is the asset. Stop wholesaling it.