Bristol/Berlin [02, February 2016] - E-Finity Leads, the leading generator of financial leads in the UK, announces that it has received significant investment from AG (“Finanzen”), the number one online marketplace for retail customer leads in the German finance and insurance sector.

Founded in 2012 by Alain Desmier and Matthew Edwards, E-Finity Leads has rapidly grown into a leading agency for high-quality online leads in the UK. The Company will continue to be run by its founders under the E-Finity name.

Announcing the investment Alain Desmier said: “The financial and operational support from Finanzen will prove invaluable, enabling us to build on our market leading position, accelerate our growth and introduce new products and value-adding services.”

Matthew Edwards added: “Continued innovation and customer satisfaction has always been at the core of E-Finity Leads. Among other innovations, this investment will enable us to create a mortgage and insurance focused contact centre which will sell ‘enhanced’ consumer leads, allowing buyers to buy leads that have undergone a credit check and fact find.”

With the investment in E-Finity Leads, Finanzen is expanding its position in the European lead generation market. The German-based Company, which is backed by BlackFin Capital Partners, a French private equity firm dedicated to financial services, has successfully executed a an expansion strategy into all major European lead markets, and completed five add-on acquisitions in Germany, Switzerland and France.

“We are very pleased to welcome E-Finity Leads to the Finanzen group. The Company's strategy of combining sophisticated online acquisition with a focus on high-quality products fits very well with our own ambitions. We are impressed by the strong management team, whose deep market knowledge and entrepreneurial spirit will enrich our team. This is an important step for us in forming the leading online marketplace for finance and insurance leads in Europe”, says Dirk Prössel, CEO of Finanzen

Terms of the transaction were not disclosed.

About E-Finity Leads Ltd

Founded in October 2012 by Alain Desmier and Matthew Edwards, E-Finity Leads Ltd. is a UK based, privately owned lead generation agency, which is – as the only player in this market segment – directly regulated and authorized by the FCA. The company has rapidly grown into the leading generator of financial leads in the UK and runs a number of its own acquisition sites. From blue chip multi national insurers to self-employed mortgage brokers, E-Finity Leads has over 900 buyers of leads and generates 1,000 leads per day. The Company sells leads in the following categories: Mortgage, Life Insurance, Health Insurance, Secured Loans, Equity Release, Funeral Planning, Estate and Will Planning and Income Protection.
For more information, please visit

About AG

Founded in 2004, Finanzen is the number one online marketplace for retail customer leads in the German finance and insurance sector. The Company connects lead generators such as online price comparison sites with lead buyers such as independent financial advisers and insurance companies. More than 400,000 leads are annually traded via its proprietary and industry leading technology platform, using real time auctions and real time lead delivery. Thanks to its scalable business model, is ideally positioned to benefit from the digital shift occurring in the European insurance and banking space and to capture the significant market potential ahead. For more information, please visit