Lending leads are sold by loan product, screened on the borrower's numbers and routed to buyers licensed to fund them.
The 119 companies in our lending directory cover business funding, personal and short-term loans, auto financing, mortgage and debt help, and 40 of them buy leads. Distribution here means matching each borrower to a funded buyer whose product, credit box and states fit.
Lending is a two-sided market. Of the 119 companies in this directory, 88 generate their own traffic, 51 run networks, exchanges or marketplaces, and 35 both buy and sell. Business funding and merchant cash advance has the deepest seller bench, followed by personal and short-term loans, mortgage, debt help and subprime auto.
Leads are screened on money and licensing, not just location. Business funders want revenue or deposits, time in business and a credit floor; personal lenders want income, employment and credit; dealers want subprime buyers with a verifiable income. State is the most common buyer filter, and several sellers ask for licensed states or a license number before selling.
Juiced lets each lender, funder or dealer fund a wallet, set filters and caps on your lending fields, and bid above your minimum so the highest bid wins the lead in seconds. Leads no buyer takes go to your own marketplace, where the price falls until someone buys. Delivery is by webhook into the buyer's CRM, email or text, and approved returns are credited back to the wallet.
What lending and financial lead companies sell
What the 119 companies in our lending and financial directory say they offer, read from their own websites.
| Product | Companies offering it |
|---|---|
| Exclusive leads | 75 of 119 |
| Real-time leads | 97 of 119 |
| Shared leads | 26 of 119 |
| Aged leads | 33 of 119 |
| Inbound calls | 40 of 119 |
| Live transfers | 54 of 119 |
| Booked appointments | 20 of 119 |
| Data or lists | 25 of 119 |
| Clicks | 14 of 119 |
Counts cover everything each company says it sells, which can include other verticals.
Real-time leads appear at 97 of the 119 companies and exclusive leads at 75, so a single-buyer, real-time lead is the baseline. Live transfers (54) and inbound calls (40) are unusually common, and aged leads (33) and data or lists (25) carry real weight because aged merchant cash advance files are a product of their own. Juiced distributes web leads, so calls and transfers need separate call tracking.
What lending and financial leads are screened for
Each loan product has its own screens. These are the ones lending companies in this directory publish most.
- Business funding. 28 companies publish business funding or merchant cash advance qualifiers. Most screen on monthly revenue or bank deposits and on time in business, and over half on a credit floor. Several add a funding need inside a short window, and several rule out recent bankruptcies, defaults or judgments or attach bank statements.
- Personal and short-term loans. 16 companies publish personal loan qualifiers, and over half of them run payday, installment or title loan offers. The common screens are credit standing, income and employment, with a few adding state, pay frequency or a bank account.
- Subprime auto. Most of the 9 companies with auto financing qualifiers sell special finance or subprime car buyers to dealers, screened on income, credit status and a completed credit application. One credits back refinance requests and income below the dealer's minimum.
- Debt and mortgage. Debt relief sellers here look for unsecured or credit card debt, a few above a set minimum and a few confirming it with a soft credit pull. Mortgage sellers split leads by purchase, refinance, home equity and program type, and several filter on credit tier.
- Contact and fraud checks. Several companies validate phones and emails in real time, several advertise fraud or bot screening, and several use one-time passcodes or phone verification. Several with call centers have an agent confirm the qualifiers before a transfer.
- Consent record. Over half of the companies here describe consent records in some form, and 19 mention a consent certificate or token. A few attach the exact consent language, IP, device and form URL to each lead.
What a lending and financial lead has to carry
State is the most common filter, offered by 36 companies, and several let lenders restrict leads to the states where they are licensed. Credit, income and loan amount follow, and business funders add industry, revenue and time in business.
Every lead type in Juiced starts with ten default fields. Add your own on top, and decide for each one whether it is required and whether the buyer receives it.
The lending and financial fields
Field names and answer options checked against 5 public lead forms, form templates and posting specs in this market, October 2026.
| Field | Type | Why |
|---|---|---|
| loan_amount | Numeric | Asked by most of the forms and posting specs we reviewed. |
| credit_range | List of Values | Asked by most of the forms and posting specs we reviewed. Excellent (720 and over), Good (660 to 719), Fair (620 to 659), Poor (under 620), Limited or no history |
| time_in_business_months | Numeric | Asked by most of the sources we reviewed, all of them for business funding. |
| monthly_revenue | Numeric | Asked by most of the sources we reviewed, all of them for business funding. |
| industry | Text | Asked by most of the sources we reviewed, usually as a long list of business industries. |
| loan_purpose | List of Values | Seen in a few of the forms and posting specs we reviewed. Debt consolidation, Auto refinance, Student loan refinance, Home improvement, Medical, Other |
| employment_status | List of Values | Seen in a few of the posting specs we reviewed. Employed, Self employed, Retired, Unemployed |
| annual_income | Numeric | Seen in a few of the forms and posting specs we reviewed. |
| tcpa_consent | Boolean | Records that the consumer checked the consent box; the wording itself is kept with the lead. |
| business_entity_type | List of Values | Seen in a few of the business funding forms we reviewed. Corporation, LLC, LP, LLP, Partnership, Sole proprietor |
Every lead starts with these
| Field | Type |
|---|---|
| first_name | Text |
| last_name | Text |
| phone | Numeric |
| address_1 | Text |
| address_2 | Text |
| city | Text |
| state | Text |
| zip | Postal Codes |
| county | Counties |
Provenance
| Field | Type | Why |
|---|---|---|
| source_url | URLs | The page the lead was captured on |
| sub_id | Text | Ties every lead to the traffic source that produced it |
| consent_timestamp | Date & Time | When the consumer submitted the form |
| ip_address | IP Address | The address the form was submitted from |
This page does not state what the rules on consent require. They are published by the FCC and the FTC, and TCPAWorld tracks how they change. The full list of field types is on the lead fields page.
What you need to decide on a lead is not what you need to sell it
Every field carries four switches rather than one required flag.
Ping with state, zip, loan_amount, credit_range and the product's own screens, such as monthly_revenue, time_in_business_months and industry for business funding, or annual_income and employment_status for personal loans. That tells a buyer whether the borrower fits its box and its licensed states without exposing contact details before the bid.
A marketplace that buys as much as it sells
Among the verticals we track, lending has the largest share of networks and exchanges. 51 of the 119 companies run networks, exchanges or marketplaces, 58 describe who they buy from, and several run affiliate programs that pay publishers per lead, per funded loan or on revenue share. Several route supply through ping post or a ping tree, and several consumer-facing loan sites send one borrower's request to more than one lender by design.
Pricing reflects that mix. 79 companies price per lead and 50 quote custom, but 18 price per sale or per action, 13 run bidding or auctions and 9 use revenue share. Several price or pay only when a loan funds or closes, and one runs a de-identified ping where lenders bid before any personal details are shared.
- Several buyers bidding beats one buyer at a flat price. A borrower who fits three lenders' boxes is worth more in an auction than in a fixed deal with one.
- If you pay publishers, keep a source sub ID on every lead so a funder's fraud flag points to one source.
Buyers are vetted, and they are asked to commit
Unlike most markets, several lending sellers screen the buyer before they sell: an NMLS number, an advisor license, licensed states, a business license number, an existing lender relationship or a track record of closings. Onboarding is often a call with a rep or an application and approval, and several lending sites are self-serve.
Commitments split. Several companies advertise no minimum order, while several others sell fixed packages, require a minimum order or spend, or take prepayment before the campaign starts. 19 companies describe prepaid or funded accounts and 7 invoice. Kyle's rule settles it: no free sample leads, no promised volume by a date and no invoices. Have each buyer fund a balance, then generate only for products and states where a funded buyer is waiting.
Returns: replacements, not refunds, and aged is sold as is
55 companies publish something about returns. The usual credits are disconnected or wrong numbers, duplicates and leads outside the agreed filters, and a few business funding and auto sellers also credit a borrower whose stated revenue, time in business or income falls below the buyer's minimum. Several replace a bad lead rather than refunding it, several ask for proof such as a call recording, and several of those selling aged files say aged leads cannot be returned.
Researchers also found pages that disagree with their own terms: a lender page promising no long-term contract beside buyer terms that auto-renew yearly, category pages calling leads exclusive beside an FAQ saying they go to a small number of buyers, and a homepage promising payment only for qualifying calls beside terms saying invalid leads are still paid. Write the return policy per lead type before the first lead, and make sure your pages and agreement say the same thing.
- Set separate return terms for real-time, transfer and aged products.
- Set expectations on the first call, because a funder who declines a borrower will blame the lead.
Consent, do-not-call and state limits
Several companies say they scrub against national or state do-not-call lists, several say they scrub against known litigator lists, and a few say they do not scrub by default. A few have consent language stating it applies even if a number is on a do-not-call list, and several put do-not-call and calling-rule compliance on the buyer in their terms.
Lending adds state limits most markets lack. A few companies exclude consumers in named states, several personal and short-term loan networks say they follow an online lenders trade group's best practices, and one short-term loan network bars its affiliates from presenting themselves as lenders. The rules themselves are published by the FCC and FTC.
How Juiced runs a lending and financial lead business
Buyers fund a wallet
Each buyer adds funds before leads arrive and is charged as each lead is delivered. Approved returns are credited back to the wallet. No invoices to send and no payments to chase.
Buyers set filters and caps, then bid
Each buyer filters on your fields and caps how many leads they take. They bid above your minimum, and the highest bid wins the lead in seconds.
Delivery goes where the buyer works
By webhook into the buyer’s CRM, by email or by text.
Unsold leads go to your marketplace
A lead no buyer takes is not dropped. It goes to your own marketplace, where its price falls until someone buys it outright or a standing buy order picks it up.
Related
- Lending and financial lead buyers and sellers: every company in this market, checked against its own website
- How to sell lending and financial leads: who buys, what to screen for and the order to build in
Frequently asked
Should I put all lending products in one lead type?
No. Business funding, personal loans, subprime auto, mortgage and debt help are screened on different numbers and bought by different companies. A lead type per product keeps each buyer's filters clean and stops a funder from paying for a borrower it cannot serve.
What do business funders screen for?
Of the 28 companies here with business funding qualifiers, most screen on monthly revenue or deposits and time in business, and over half on credit. Several add a funding need inside a short window, and a few rule out recent bankruptcies or defaults. Capture each as a field so funders can filter before they bid.
How do lenders limit leads to the states where they are licensed?
State is the most common filter in this directory, and several sellers ask for licensed states before they sell. In Juiced, a lender sets filters on state and on your custom fields such as loan_amount and credit_range, then caps how many leads it takes.
Are lending leads exclusive?
Exclusivity is the question lending FAQs answer most. 75 of the 119 companies offer exclusive leads and 26 shared, several let the buyer choose, and some consumer loan sites send each request to several lenders by design. Decide per product and put the buyer count in the agreement.
Is there a market for aged lending leads?
Yes. 33 companies sell aged leads, and aged merchant cash advance files sorted by age band are a product in their own right. Several sellers say aged leads are sold as is with no returns, so write aged terms separately.
Do lending sellers include consent records?
What do lending and financial leads sell for?
No prices are published here. Sellers rarely publish them, and what a lending and financial 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 lending and financial 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.
Sell more of the lending and financial leads you already generate.
Funded buyers, bids above your minimum, and a marketplace for the leads nobody took the first time.
Scale your lead business, without limits
Juiced puts you in full control of your leads, routing, and revenue, so you can automate, optimize, and grow without chaos.