Lead generation firm e-finity Leads has called for a more honest approach to the way that mortgage leads are generated online and an end to what it has claimed are “shady” practices used by some affiliates to generate consumer interest.

Matt Edwards, e-finity Leads’ managing director, said: “Mortgage lead generation has changed significantly since the early 2000s and a shrinking number of available products and decreasing margins has drastically affected the mortgage market and independent brokers. A decreasing value of lead has led to the practice of ‘double selling’ and misleading affiliate submit buttons, which ‘trick’ a consumer into submitting their details. We are vehemently opposed to this approach.”

Launched earlier this year, e-finity was founded by former directors of The Fair Investment Company and LeadPoint and eschews real time bidding on leads for an orders-based approach.

The Bristol based company claims it trades over 1,000 leads per day in over five products and is actively recruiting new partners and staff.

Edwards said: “We focus on end-to-end tracking to improve the lead generation experience for the affiliate, the advertisers and crucially the consumer. Buyers of leads feedback to our platform in real time, to tell us which media sources do and don’t work, which is then instantly fed back to the media campaigns of our suppliers and partners.”

e-finity Leads 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. In addition to data lead generation, e-finity Leads is introducing voice based lead generation, where a consumer can choose to speak to a broker directly rather than fill their details into a lead form.