Lead Co-op is an online co-operative of lead generation websites bringing mortgage brokers and lead sellers together.
It will specialise in mortgage leads and allows brokers to see which website their leads are coming from and exactly how they have been generated.
Baker was a founder of Leadbay in 2004 but left in 2008.
He says “The lead generation market is still very much alive and kicking and Lead Co-op represents its latest and most innovative evolution yet. It has been clear for some time that today’s lead generators have needed to evolve to ensure they continue to not only keep pace with the changing needs of the broker and affiliate markets, but also to stay afloat in this challenging economic market.
“Working in lead generation for the past six years has enabled me to gain an in-depth understanding of what both brokers and affiliates need from a lead aggregator right now. Additionally, working in this industry through economic highs and lows has provided me with a solid understanding of which lead generation business models are most sustainable in the long-term.”