Sources accessed: September 15, 2026 · Published: September 20, 2026
1. Start with the lead model, not the price
LendingTree is a marketplace rather than a seller of one buyer's lead: its own Form 10-K says a consumer request is transmitted to up to five participating Network Partners, and that up to five match fees can come from one request form. It publishes no price on the partner pages we opened. So the honest first question is not what a lead costs there, it is how many other lenders are calling the same borrower, and that is the question the alternatives in section 5 answer differently.
2. What LendingTree actually sells a lender
All of this comes from two places: LendingTree, Inc.'s Form 10-K for FY2025, filed March 9, 2026, and LendingTree's own partner-facing pages, which blocked automated access and were read through a reader proxy on September 15, 2026. Quotations are as extracted from the page text.
- The matching model, from the filing. "Once a given request passes through the matching process, the request is automatically transmitted to up to five participating Network Partners." The filing adds that "Because a given consumer request form can be matched with more than one Network Partner, up to five match fees may be generated from a single consumer request form." A lender pays an upfront match fee for a request it receives.
- It is not only leads. The same filing says LendingTree also matches consumers with partners through clicks and through calls, which partners pay for. If you are comparing a cost per lead, check which of the three you are being quoted.
- Lead types. The partner page lists Home Purchase and Home Refinance, plus home equity loans and non-mortgage products.
- Delivery and tooling. The partner page says a partner can "get in-depth analytics and real-time data through our Canopy Lender Portal", and that lenders can earn "certified lender" status. HousingWire adds that filtering runs by product, credit band and geography, and names tools including "Contact Center Lead, Loan Explorer and loan officer cards".
- Shared is the trade-off, and the publication says so too. Among its cons, HousingWire lists "Leads are shared, creating competition". That is a second source agreeing with the filing, not a new fact.
- Scale of the mortgage side. The Form 10-K puts 2025
Home segment revenue at
$151.8 millionout of$1,117.3 milliontotal. Home is a minority of the business.
What a shared request does to the borrower on the other end, and to your contact rate, is a separate question with its own page: what shared mortgage leads do to a borrower and are shared mortgage leads worth buying.
3. The price, and the fact that LendingTree did not publish it
Two different objects get confused in every listicle on this subject, so they are kept apart here.
3.1 What the provider publishes on its own site
Nothing. No per-lead price, no minimum and no contract term appeared on the partner-facing pages we opened on September 15, 2026. That absence is itself the finding, and it is why the table below has a column for who published a figure rather than a column of prices.
3.2 What a named third party published
HousingWire, in "9 top places to buy mortgage leads in 2026" by Julia
Mahan, published October 27, 2025 and last modified March 25, 2026, lists
LendingTree at "From $30-$100 per lead". Three things about
that line matter more than the range itself. HousingWire gives no source
for the figure. HousingWire discloses at the top of that article that it
may earn a commission when a reader buys through its links. And the
article says of itself that the list "is not ranked, but curated". Treat
the range as a publisher's estimate, dated, and ask LendingTree for a
current match fee before you budget against it.
For what actually moves a mortgage lead price, and the range across the market rather than one vendor, see how much mortgage leads cost.
4. Questions to ask before you buy
These come out of the gaps in the material above: things the pages themselves leave open. They are questions, not accusations, and they are worth putting to every provider in the table below, this page's publisher included. Ask in writing and keep the answer.
4.1 How many buyers receive the same request?
- The filing states a maximum of five. What is the average for my product, my credit band and my states, not just the cap?
- Does the count differ between a request, a click and a call, and which of the three am I being quoted?
- For any other provider on this page: how many buyers receive this lead? None of them states a number in the sources cited here, so the figure above says nothing at all about them.
4.2 What is the fee this week, and what happens when it is wrong?
- What is the current match fee by product, credit band and state, and how often does it move?
- What is the return or credit policy for a request outside the filters I bought, and inside what window?
- Is there a minimum, and in what unit: a monthly spend, a first order, or a deposit?
4.3 What can I filter, cap and pause?
- Which filters can I set myself in the portal, and which need an account manager?
- Can I cap daily spend, pause and restart without a penalty or a term?
- Is delivery real-time into my own CRM, and through which integration exactly? See where to buy purchase mortgage leads for the four routes this can take.
5. Where else a licensed buyer can go
Five alternatives plus us, chosen because a source we can cite says something specific about each. The list is not ranked and the row order carries no meaning. The lead-model column reads "not documented on this page" for every provider but one. That is a statement about this page, not about those companies: the five in the filing belong to LendingTree and to no other row, and what each of the others says about exclusivity is on the hub, in its own words.
| Provider | Lead model, and where it is stated | Price, and who published it | Best for, per HousingWire's own label |
|---|---|---|---|
| LendingTree | Shared. Its Form 10-K says a request is transmitted to "up to five participating Network Partners" | Not published on its own partner pages. HousingWire lists "From $30-$100 per lead" | "high-volume, fast-moving leads" |
| Bankrate | Not documented on this page. The hub row below carries what this company says about itself | Not published on its own site. HousingWire lists "From $100-$200 per lead" and a minimum of "$20k per month" | "high-ROI, ready-to-close borrowers" |
| LoanBright | Not documented on this page. The hub row below carries what this company says about itself | $500 per month for 5 leads per weekday, on its own site. HousingWire prints the same figure | "budget-friendly lead programs" |
| Aged Lead Store | Not documented on this page. The hub row below carries what this company says about itself | $1.50-2.50 per aged mortgage lead, on its own site | Not in that article |
| Hova Digital | Not documented on this page. The hub row below carries what this company says about itself | Its CRM at $97 per month, on its own site; HousingWire says the rest "depends on the service" | "personal branding and organic growth" |
| VisionXLab publisher of this page | One lead goes to exactly one client, stated on our own pages | No rate card. Self-serve packs carry their price on the site; anything larger is quoted per order | Not in that article |
This is a shortlist, not the field. Ten more providers, the full price section and the exclusivity column as each company words it are on the hub: where to buy mortgage leads, fifteen providers compared. For the difference between aged, shared and live transfer before you compare prices at all, see mortgage lead types compared.
6. Method, and what is deliberately missing
When. Every page behind this comparison was read on September 15, 2026. Anything a provider changed after that date is not reflected here yet.
What we read. LendingTree, Inc.'s Form 10-K for FY2025, filed March 9, 2026; LendingTree's own partner-facing and investor pages, which blocked automated access and were read through a reader proxy, so quotations are as extracted from the page text; and one trade publication, HousingWire, named in the same sentence as anything it is the source for. Prices published by the other providers come from those providers' own sites.
Two claims we found and did not print. LendingTree's own pages carry two figures about its own scale, one about how long it has operated and one about how many partners its network holds. Both are self-reported, neither could be checked against anything independent, and a number nobody outside the company has confirmed does not belong under a heading that promises sources. They are absent on purpose rather than overlooked.
A price with no primary source. We went looking for
whoever HousingWire got $30-$100 from. There is no citation
in the article and we could not find one, so the range appears on this
page as what it is, a publisher's estimate carrying that publisher's
name and date, and never as LendingTree's price.
A product name we did not print. One LendingTree product name circulates in search results and in secondhand write-ups. It appeared on none of the LendingTree pages we opened, so it is not on this page at all, under any wording.
What this page does not do. It does not judge lead quality, measure anyone's conversion or contact rates, ours included, rank, score or recommend. It does not publish a price a provider has not published itself unless a named third party published it and this page says who and when.
Corrections. If you are a provider named here and a fact about you is wrong, out of date, or missing context, write to info@visionxlab.com with the page it comes from, and we will correct it and move the date stamp at the top.
Disclosure. This page is published by VisionXLab. VisionXLab sells mortgage leads, so we are one of the companies compared on it, and we appear in the table above alongside everyone else. Every fact about another provider comes either from that provider's own public pages or from a named third party, accessed on September 15, 2026, and the source is stated next to the fact. If you are a provider on this page and something here is wrong or out of date, write to info@visionxlab.com and we will correct it.
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