Aggregator Leads
Aggregator leads are merchant records originated by lending marketplace platforms (LendingTree, Lendio, Fundera, NerdWallet) that capture funding inquiries via SEO and PPC, then sell or distribute them to multiple funders and ISOs.
Why This Matters
Aggregators are the largest single source of paid MCA leads. A merchant Googles 'business loan' or 'merchant cash advance,' lands on an aggregator, fills out a single form, and is matched to multiple funders who pay per lead or per funded deal. The economics work because aggregators consolidate marketing spend more efficiently than any single funder could. Downside: leads are usually shared 3-8 ways, the merchant is shopped, and conversion rates depend heavily on speed-to-call and rep quality. Smart funders blend aggregator inventory with direct-source channels to reduce dependency.
Frequently Asked Questions
Frequently Asked Questions
Which aggregators are dominant in MCA?
LendingTree (publicly traded, broadest reach), Lendio (small business focus), Fundera by NerdWallet, Nav, BusinessLoans.com, and Bankrate are the largest. Each has different vetting standards and pricing models — pay-per-lead, pay-per-call, and pay-per-funded all exist across the market.
What's the typical aggregator lead cost?
Pay-per-lead aggregators run $25-$100 per qualified inquiry shared 3-8 ways. Pay-per-funded models bypass per-lead costs but charge 8-15% of funded amount. Choose based on your conversion confidence and capital availability.