We build the property
We pick a category with a real research phase. We build it. We fund it. We rank it. We carry the cost.
How it works
We own the audience
Every lead comes from a property we built, funded and run. You buy the outcome, not the media.
Brands we generate leads for
The model
Own the research, earn the lead
A researching buyer has already answered the questions your sales team would have to ask.
The buyer does the work
Readers compare, rule out and decide in their own time. Placement is earned on the merits of the offer, never sold.
You receive the lead
We check every enquiry against your criteria. It lands by email, CSV or straight in your CRM. You pay only for the leads that qualify.
Paid search compared
Rented traffic. Owned demand.
Nothing against paid search. This is a different thing to buy.
Where the lead is made
On your site, from traffic bought elsewhere.
On our sites, which we publish and own.
Who owns the audience
The ad platform. Pause the budget and it is gone.
We do. The readers come back whether or not you buy.
What you pay for
Clicks and sessions. Most never buy.
A reader who chose you. Every one checked.
How the price is set
An auction. A rival bids, your cost rises.
A fixed price per lead, agreed up front.
What the buyer knows
Little. They clicked early with every question open.
A great deal. They compared the options and picked you.
What we are not
The short version
- Not an ad agency. We do not run ads on your behalf.
- Not an affiliate network reselling somebody else's inventory.
- Not a data broker. Nothing scraped, bought or rented.
- Not a retainer. When the leads stop being worth it, you stop.
Commercials
Plain terms, set up front
We would rather agree what a good lead is than promise volume. Volume is cheap to promise.
- A fixed price per lead, by category, in writing.
- Qualifying criteria you write, checked on every enquiry.
- Reporting on volume, qualification and rejections.
- Credits for anything that misses the brief.
- Notice measured in weeks, not years.
Our readers. Your buyers.
Tell us the category and what a buyer looks like. We will tell you quickly whether our readers include them.
Frequently asked questions
Do you run our ads?
No. Any media we buy sends readers to our own properties, where the content does the qualifying.
What makes a lead qualified?
You decide. We agree the criteria first, check every enquiry against them, and credit anything that misses.
What does it cost?
A fixed price per lead, agreed in writing. No retainer, no media budget, no auction to lose.
Can we have exclusivity?
In most categories a lead goes to one brand only. Full category exclusivity is possible where the volume justifies it.
How quickly can we start?
In a category we already cover, inside a fortnight. A new category has to be built, and we will scope it honestly.
Which sites do the leads come from?
We do not name them. Staying unattributed is how they stay independent, and independence is why readers trust them.