Route leads from partners, web forms, and affiliate networks to buyers at the right price, the right volume, and the right quality. Ping-post auctions, waterfall routing, multisell, atomic caps, cross-partner dedup, and a full audit trail on every decision.
Sub-100ms
Contract evaluation
330+
Public API routes
SOC 2
Type II-ready
HIPAA
BAA available
The Plain Version
Three jobs: collect, evaluate, route. No magic.
Lead distribution software sits between lead sources and lead buyers. It has three jobs. First, collect leads from every source you own: affiliate partners posting via API, web forms you run, inbound calls that become form-shaped records, CSV drops from a network. Second, evaluate each lead against the live buyer roster: which buyers want this state, this age range, this loan amount, this policy type, and which of them have cap room and account balance to pay for it. Third, route the lead to the buyer or buyers who should get it, at the price the auction settles on.
That is the entire product category. Everything else (dashboards, reports, integrations, compliance tooling) exists to support those three jobs at volume without breaking.
Lead Router is the system that does those three jobs for operators who cannot afford to have them done slowly or wrong. Sub-100ms contract evaluation, atomic cap enforcement, and a routing decision written to the audit trail before the lead is delivered.
Core Capabilities
Not feature bullets for a sales sheet. These are the primitives the routing engine uses on every lead.
Send a stripped lead preview to every qualified buyer (the ping), collect their bids, then post the full record with PII to the winner or winners. Each lead priced against live demand instead of a flat rate. Non-winning buyers never see PII.
If the first buyer rejects or times out, the lead falls through to the next eligible contract in priority order. Every step recorded. Leads keep moving until they sell or the waterfall is exhausted.
Exclusive sells one copy per lead. Multisell sells the same lead to up to N buyers in priority order. Hybrid tries exclusive first, falls back to multisell if nobody bites. Pick the model per offer, mix across verticals.
Every contract can cap daily, weekly, and monthly purchase volume. Caps are enforced atomically via row-level locking in a capCounter table. No over-delivery, even at high concurrency. Sale caps and delivery caps both supported.
Dedup runs per buyer across all partners, not within a single source. Configure the match window and fields (phone, email, address, custom) per buyer or per contract. Duplicates rejected before routing, logged in the audit trail.
Geo filters (state, zip, radius), demographic filters (age, income, credit), and custom vertical-specific filters (policy type, loan amount, roof type). Filters evaluated in parallel per contract. A buyer only sees leads that match what they paid for.
Buyers set dynamic prices via their own bid API. Every lead is priced at the moment of routing based on current demand. Pair RTB buyers with fixed-price contracts in the same offer and let the auction pick.
When multiple contracts qualify, pick winners by highest price, buyer priority, round-robin fairness, or weighted split. Every offer configures its own selection strategy.
Buyers can return leads inside an agreed window (bad data, duplicate on their side, out of qualification). Returns reverse revenue, reopen cap slots, and optionally push the lead back into the waterfall for resale.
Every routing decision records: which contracts were evaluated, which filters matched or failed, which caps were in effect, what bids came back, which buyer won, and why. Queryable, exportable, and the first thing support pulls when a partner asks why a lead was rejected.
What Is Different
Four specifics. If any of them matter to your operation, we are worth a call.
Every qualified contract is filtered, cap-checked, and priced in parallel. Typical end-to-end routing decision completes under 100ms even against hundreds of contracts. Partners get a real-time ping response, not a spinner.
Form-lead distribution, call tracking with RTB and ping trees, and native email/SMS. One schema, one compliance posture, one bill. Not three products stitched together by an integration team.
Every buyer can run their own bid logic via RTB endpoint. Leads priced at the moment of routing based on live demand. No static rate cards. No manual price updates when the market moves.
Tenant isolation enforced at every query. AES-256-GCM encryption at rest. Full audit log. SOC 2 Type II audit and HIPAA attestation in progress. BAA on request for healthcare operators. Built for operators who have to pass procurement, not just look clean in a demo.
Who Uses It
If you recognize yourself in one of these, the platform was built for you.
Use case 1
Networks that buy from hundreds of affiliates and resell to hundreds of buyers. The job is auction economics at scale: accept wide inventory, match each lead to the highest-paying qualified buyer, and settle revenue at the end of the month. Multisell, RTB, retroactive returns, and cross-partner dedup are table stakes.
Use case 2
Operators focused on a single vertical: insurance, mortgage, solar, legal, healthcare, or home services. Custom vertical fields matter (policy type, loan amount, roof orientation, case type). Contract filters are opinionated. Compliance posture is usually the deciding factor: TCPA, HIPAA with BAA, state-level rules.
Use case 3
Direct advertisers running their own intake (web forms, landing pages, quote flows) and routing leads to internal sales teams or a handful of partner call centers. No external buyers, but the same routing primitives: filters, priorities, caps, round-robin, and a routing log that survives a pipeline audit.
Alternatives
Three names operators evaluate against us. Head-to-head comparisons linked below.
The lead distribution category has three names worth comparing against:
Boberdoo
Long-running product for lead distribution. Full feature set. Older architecture, heavier sales cycle, self-hosted option. See Lead Router vs Boberdoo
LeadConduit (ActiveProspect)
Strong at lead validation and TrustedForm compliance. Lighter on true ping-post auction mechanics and multisell. See Lead Router vs LeadConduit
Phonexa
Broad suite with call tracking, email/SMS, and lead distribution. Bundled pricing, module-based licensing. See Lead Router vs Phonexa
The short version: operators pick Lead Router when they want a modern architecture, a unified platform across form leads and calls and messaging, and pricing that does not punish them for adding a channel.
Pricing
All features at every tier. No per-channel add-ons. Pay for volume, not for the privilege of adding messaging later.
All features included at every tier
Form leads, calls, and messaging on one invoice
No per-minute markup on call traffic
Free trial to validate your setup before committing
Volume pricing on request for networks doing 1M+ leads/month
Frequently Asked
Straight answers to the six questions operators ask before they buy.
What is lead distribution software?
Lead distribution software is the system that moves leads from sources (partners, web forms, affiliate networks) to buyers. It evaluates every inbound lead against buyer requirements in real time, decides which buyers should receive it, and delivers to the winners based on price, priority, or other distribution rules. The job is to get each lead to the right buyers at the right price, the right volume, and the right quality.
How does ping-post work?
Ping-post is a two-step auction. The ping step sends a stripped lead preview to every qualified buyer and asks which of them want it and at what price. The post step then sends the full lead (with PII) to the winning buyer or buyers. This lets you price each lead based on live demand instead of a fixed rate, and keeps full PII off buyers who are not going to take it.
What is the difference between exclusive, multisell, and hybrid distribution?
Exclusive sells a lead to one buyer only. Multisell sells the same lead to multiple buyers up to a configured count (for example, top three bidders). Hybrid tries exclusive first and falls back to multisell if no exclusive buyer matches. Lead Router supports all three on a per-offer basis so you can mix models across verticals and campaigns.
Does Lead Router support cross-partner deduplication?
Yes. Deduplication runs at the buyer level and applies across all partners, not just within a single source. Configure the dedup window (hours or days) and the match fields (phone, email, address, or custom) per buyer or per contract. Duplicate leads are rejected before routing and recorded in the audit trail.
Can I cap leads per buyer?
Yes. Caps are enforced atomically at daily, weekly, and monthly periods using a capCounter table with row-level locking. A buyer cannot exceed their cap even under high concurrent load. Caps can be set per contract, per offer, or per buyer, and the system supports both sale caps (billable leads) and delivery caps (total leads sent).
How do I migrate from Boberdoo or LeadConduit?
Most Boberdoo or LeadConduit configurations map 1:1 to Lead Router concepts. Buyers, partners, and campaigns can be bulk-imported via CSV. Routing rules and filters port over to contract-based filters. Ping-post flows and waterfall setups import via the API. The Lead Router team helps map vertical-specific fields and validates the migration against a sample of production traffic before cutover.
Ready to Route
Ping-post auctions, waterfall routing, atomic caps, cross-partner dedup, and a full audit trail on every decision. Start a free trial and have a test lead flowing end to end by the end of the day.
No credit card required. All features included from day one.