How to Sell Personal Loan Leads
How to sell personal loan leads in a network market where lenders bid on the borrower's finances. Line up funded lenders by state first, then send traffic only where they lend.
Personal loan buyers are direct lenders, lender networks and ping trees, call centers and other credit offers. 23 of the 35 personal loan companies in our directory run a network or marketplace, and 27 buy from affiliates and publishers.
Only 16 of the 35 offer exclusive leads. Most leads are pinged to several lenders and sold to the highest bid, and pricing mixes per lead, per funded loan and revenue share. Lenders buy only in states where they lend.
Find lenders first and learn their states and borrower profile, have each fund a balance, write the return policy before the first lead, and keep overflow ready for the borrowers no funded lender wants.
Who buys personal loan leads
Personal loan sites name direct lenders, lender networks, call centers and other credit offers as buyers, often with a network in the middle.
| Buyer | What they buy | What to know |
|---|---|---|
| Direct lenders | Real-time borrower leads in their licensed states, filtered on loan amount, income, employment and credit. | Learn their states and borrower profile first. A few networks feed funded-loan results back, so expect lenders to judge you on funded loans, not lead count. |
| Lender networks and ping trees | Leads they can ping to many lenders and sell to the highest bid, often paying per accepted lead or revenue share. | They will ask how sources connect and for sub IDs on every lead. Know whether they resell before you count them as an end buyer. |
| Call centers and transfer buyers | Live transfers and aged leads, and from one company co-registration leads suited to predictive dialers. | Juiced distributes web leads, so transfers need separate call tracking. Agree whether a transfer is returnable before the first one. |
| Debt consolidation and other credit offers | Borrowers who fit a debt or credit product. A couple of companies name these partners among their buyers, and one runs a program to monetize declined leads. | Set these up as a second tier, so a borrower no lender takes still has a funded buyer waiting. |
The personal loan lead buyer directory lists every company we found that publicly buys or sells personal loan leads, with what each one says it does. It is a research starting point, with no contact details.
What you are selling
What the 35 personal loan lead companies in our directory say they offer:
| Product | Companies offering it |
|---|---|
| Exclusive leads | 16 of 35 |
| Real-time leads | 27 of 35 |
| Shared leads | 5 of 35 |
| Aged leads | 7 of 35 |
| Inbound calls | 12 of 35 |
| Live transfers | 15 of 35 |
| Booked appointments | 3 of 35 |
| Data or lists | 2 of 35 |
| Clicks | 7 of 35 |
Counts cover everything each company says it sells, which can include other verticals.
Start with real-time leads sold by ping and post, which 27 of the 35 companies offer and lenders already buy that way. Live transfers are nearly as common as exclusive leads, but they need call tracking outside Juiced.
What to capture and screen for
- State, checked against each lender's licensed states before the lead is sold.
- Loan amount and loan purpose.
- Monthly income, pay frequency and employment status.
- Credit range or self-reported credit tier.
- Housing status and existing unsecured debt, for lenders and debt offers that price on them.
- Fraud signals: duplicates, bots, proxies and fake numbers.
- A consent record and a source sub ID on every lead.
The field-by-field version is on the personal loan lead distribution page.
Building it, in order
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Sign lenders before you buy traffic
Find buyers first. For each lender, get the states they lend in, the loan amounts and credit range they fund, and how many leads they can take a day. Only then decide where to generate.
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Get every lender to fund a balance
Few personal loan companies say how lenders pay, and a couple invoice. Ask each lender for a funded balance before the first lead, instead of free sample leads, a promised volume by a date or a weekly invoice. In Juiced the lender funds a wallet and is charged as each lead is delivered.
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Put the borrower profile in the ping
Mark state, loan_amount, loan_purpose, credit_range, employment_status and monthly_income as required for ping, and keep contact fields for the post. That is how networks here already work: lenders price the profile before they see who it is.
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Let several lenders bid on each lead
Lenders value the same borrower differently, which is why ping trees and bidding are common here. In Juiced lenders bid above your minimum and the highest bid wins in seconds. Several lenders bidding beats one lender at a flat price.
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Write the return policy before the first lead
Decide what earns credit, such as false information, a disconnected number or a duplicate, and what does not, such as a borrower the lender reached who did not qualify. Lenders will blame the leads when funded loans are low, so set expectations on the first call.
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Keep consent and source on every lead
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Vet the publishers you buy from
If you buy supply, do what the networks here do: an application, a review of traffic sources, no incentivized traffic and a tax form before payment. Keep a sub ID for every publisher so you can cut the ones that send fraud or returns.
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Have a second tier ready
Borrowers outside every lender's filters are the biggest avoidable cost. Line up debt or credit offers as a second tier, and in Juiced leads no buyer takes go to your own marketplace, where the price falls until someone buys with Buy Now or a standing Buy Order.
What makes personal loan different
- Networks dominate: 23 of the 35 companies run a network, exchange or marketplace, and 27 buy from affiliates or publishers.
- Exclusive is not the default. Only 16 of the 35 offer exclusive leads, and leads are often pinged to several lenders.
- Pricing ties back to the loan: ten companies price per sale or funded loan and four take a revenue share.
- Geography means licensing. Lenders buy by state, and one network takes no consumers from one state at all.
- Formal paper is common: insertion orders, master services agreements and executed vendor agreements.
- 14 of the 35 companies also deal in payday, installment or other short-term loans.
Common mistakes
- Generating in states where no funded lender is licensed.
- Selling to one lender at a flat price when several would bid on the same borrower.
- Leaving the borrower profile out of the ping, so lenders cannot price a lead without seeing contact details.
- Starting lenders on free samples or weekly invoices instead of a funded balance.
- Buying publisher traffic without vetting sources or keeping a sub ID per publisher.
- Skipping the written return policy, then arguing over borrowers who simply did not qualify.
- Having no second tier, so declined borrowers go unsold.
Related
- Personal loan lead buyers and sellers: every company in this market, checked against its own website
- Personal loan lead distribution: the fields, screens and routing for this market
- Lending and financial lead distribution: the wider vertical
- Pay-per-lead vs. pay-per-call: why selling records is simpler than selling live calls
Frequently asked
Should personal loan leads be exclusive or sold to several lenders?
Both models are common. 16 of the 35 companies offer exclusive leads, and several networks ping each lead to several lenders. In Juiced lenders bid and the highest bid wins the lead, so you get competition on price while each lead still goes to one buyer.
Which fields should go in the personal loan ping?
The borrower profile: state, loan_amount, loan_purpose, credit_range, employment_status and monthly_income. Lenders can price and check their licensed states without seeing contact details, which networks here already do with de-identified pings.
How do I handle lenders who only lend in some states?
Ask for their licensed states on the first call and set a state filter on their buyer account. Geography is limited or not stated at most companies in this market for that reason.
Do personal loan lenders expect a contract?
Often. Eight companies work under a contract such as an insertion order or master services agreement, and six say there is no long-term contract. Whatever the paper, keep Kyle's rule: a funded balance before the first lead and the return policy agreed up front.
What do personal loan networks ask of publishers?
An application and traffic review, no incentivized traffic in several cases, a tax form before payment, and in one network's case one-to-one consent and approved creatives. One bars publishers from presenting themselves as lenders.
What should I do with borrowers no lender takes?
Line up a second tier, such as debt or credit offers that a couple of companies here sell to. In Juiced unsold leads go to your own marketplace, where the price falls until someone buys.
What do personal loan leads sell for?
No prices are published here. Sellers rarely publish them, and what a personal loan lead sells for depends on whether it is exclusive or shared, a web lead or a call, the geography, how fresh it is and how many buyers want it. The pay-per-lead pricing guide shows how to work out your own floor from cost and let buyers bid above it.
Does Juiced handle personal loan calls or live transfers?
No. Juiced distributes web leads and delivers them by webhook, email or text. It does not track or route phone calls, so if calls are part of your product you need call tracking software for that side.
Selling personal loan leads to more than one buyer?
Juiced is lead distribution software for companies that sell leads. Buyers fund a wallet and bid above your minimum, each lead goes to the highest bid in seconds, and leads that miss their first buyer go to your own marketplace instead of being lost.
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