A new lead generation firm has called for misleading lead adverts and suppliers to be banned.

e-finity Leads, a lead generation agency launched in Bristol this week, wants lead buyers in all industries to think carefully about how they spend their marketing budgets in 2013.

“We’ve founded our company on the principle of generating fewer and better leads for a limited number of buyers,” said Matt Edwards, managing director of e-finity Leads.

“Adverts and lead generation forms that mislead consumers into leaving their details should be banned and everyone in the industry can do more to cut out fraud. It comes down to a question of honesty and integrity and we are committed to leading the way.”

The firm provides leads for the mortgage, life insurance and private medical insurance sector, and plans to expand into a number of different products over the coming year. The founding team includes Alain Desmier, a former director of LeadPoint UK who left when LeadPoint was acquired by Simply Media Network and Edward Kendall, a director at e-finity Media and previously marketing manager at Fair Investment Company.

e-finity Leads does not operate a bidding model; it requires all of its customers to give 100% feedback to be able to secure future orders and will only use suppliers that pass its own internal quality score for contact rate and sales.

Tim Cole, managing director of Better Protect, a life insurance brokerage and a launch partner of e-finity Leads, said: “Matt and the team at e-finity do a great job for us and are at the heart of our marketing strategy, driving forward our new business. We give e-finity all of our sales data and they give us more of the leads that work.”