LendingTree, Inc. (LendingTree) operates an online consumer platform that connects consumers with the choices they need to be confident in their financial decisions.
Through multiple branded marketplaces, LendingTree empowers consumers to shop for financial services the same way they would shop for airline tickets or hotel stays, comparing multiple offers from a nationwide network of approximately 430 partners (which the company refers to as ‘Network Partners’) in one simple search, and choose...
LendingTree, Inc. (LendingTree) operates an online consumer platform that connects consumers with the choices they need to be confident in their financial decisions.
Through multiple branded marketplaces, LendingTree empowers consumers to shop for financial services the same way they would shop for airline tickets or hotel stays, comparing multiple offers from a nationwide network of approximately 430 partners (which the company refers to as ‘Network Partners’) in one simple search, and choose the option that best fits their financial needs. Services include mortgage loans, mortgage refinances, home equity loans and lines of credit, auto loans, credit cards, deposit accounts, personal loans, small business loans, insurance quotes, sales of insurance policies and other related offerings. In addition, the company offers tools and resources, including free credit scores, that facilitate comparison shopping for loans, deposit products, insurance and other offerings. The company seeks to match consumers with multiple providers who can offer them competing quotes for the product(s) they are seeking.
The company strategically designs and executes advertising and marketing campaigns (which it refers to as ‘performance marketing’) span a wide array of digital and traditional media acquisition channels and promotes the company’s LendingTree and other brands and product offerings. The company’s marketing efforts are designed to attract consumers to its websites, mobile applications and toll-free telephone numbers. Interested consumers complete inquiry forms, providing detailed information about themselves and the loans or other offerings they are seeking. The company refers to such consumer inquiries as ‘consumer requests.’ The company then matches these consumer requests with Network Partners in its marketplace that are seeking to serve these consumers' needs. The company generates revenue from its Network Partners, generally at the time of transmitting a consumer request to them, in the form of a match fee. In certain instances, outside the company’s mortgage business, it charges other kinds of fees, such as closed loan or closed sale fees. In addition to the company’s primary consumer request data referral business, it also matches consumers with Network Partners by offering consumers the ability to click from the company’s website to a Network Partner’s website or by calls for which Network Partners pay either front-end or back-end fees.
The company is continually working to improve the consumer experience. The company has made investments in technologically adept personnel, and its use in-market real-time testing to improves the company’s digital platforms. Additionally, the company works with its Network Partners, including providing training and other resources, to improve the consumer experience throughout the process.
Segments
The company operates through three segments: Home, Consumer, and Insurance.
Home segment
Home segment includes the following products: purchase mortgage, refinance mortgage, and home equity loans and lines of credit. The company’s ceased offering reverse mortgage loans on its marketplace in the fourth quarter of 2022. The company's Consumer segment includes the following products: credit cards, personal loans, small business loans, auto loans, deposit accounts, and other credit products such as debt settlement. The company is in the process of exiting the student loan business and plan to be substantially completed by the end of the first quarter of 2025. The company’s ceased offering credit repair products at the end of the second quarter of 2023 when it shut-down its Ovation business. The company’s Insurance segment consists of insurance quote products and insurance policies in its agency businesses.
Revenues from the company’s Home products are mostly derived from upfront match fees paid by Network Partners that receive a consumer request. Revenues from the company’s Consumer products are generally derived from upfront match fees paid on delivery of a consumer request, click or call and closed loan fees. For the company’s credit card product, it sends click traffic to issuers and are generally paid per card approval. Revenues from the company’s Insurance products are primarily derived from upfront match fees, and upfront fees for website clicks or fees for calls, earned through the delivery of consumer requests, as well as commissions earned on policy sales in its agency businesses.
The company partners with lenders throughout the United States to provide full geographic lending coverage and to offer a complete suite of loan offerings on its marketplace. To participate on the company’s marketplace, lenders are required to enter contracts with it that state the terms and conditions for such participation. The company performs certain due diligence procedures on prospective new lenders, including screening against a national anti-fraud database maintained by the Mortgage Asset Research Institute, which helps manage its risk exposure. The data is utilized to determine whether a lender and its principals are eligible to participate on the company’s marketplace and have not been convicted of and/or penalized for fraudulent activity.
Consumers seeking purchase or refinance mortgages through the company’s loan marketplace can receive multiple conditional loan offers from participating lenders in response to a single consumer request form. The company refers to the process by which it matches consumers and Network Partners as the ‘matching process’. This matching process consists of the following steps:
Consumer Request: Consumers complete a single request form with information regarding the type of mortgage loan product they are seeking, loan preferences and other data. Consumers also consent to a soft inquiry regarding their credit and to have lenders contact them.
Consumer Request Form Matching and Transmission: The company’s proprietary systems and technology match a given consumer’s request form data, credit profile and geographic location against certain pre-established criteria of Network Partners. Once a given request passes through the matching process, the request is automatically transmitted to up to five participating Network Partners.
Lender Evaluation and Response: Network Partners that receive a consumer request form evaluate the information contained in it to determine whether to make a conditional loan offer.
Communication of a Conditional Offer: All matched Network Partners and any conditional offers are presented to the consumer upon completion of the consumer request form. Consumers can return to the site and view their offer(s) at any time by logging in to their Spring profile. Additionally, matched lenders and offers are also sent to the email address associated with the consumer request.
The company also offers matches to providers of other Home lending products on its online marketplace that include the following:
Home equity loans and lines of credit, which enable homeowners to borrow against the equity in their home, as measured by the difference between the market value of the home and any existing loans secured by the home. Home equity loans are one-time lump sum loans, whereas a home equity line of credit reflects a line of revolving credit where the borrower has flexibility to draw down and repay the line over time.
Reverse mortgage loans, which were loan products available to qualifying homeowners aged 62 or older. The company’s ceased offering matches to providers of reverse mortgage loans in the fourth quarter of 2022.
Consumer segment
Consumer lending products on the company’s online marketplace that include information, tools and access to multiple conditional loan offers for the following:
Auto, which includes the company’s auto refinance and purchase loan products. Auto loans enable consumers to purchase new or used vehicles or refinance an existing loan secured by an automobile.
Credit cards, which include offerings from most major card issuers.
Personal loans, which are typically unsecured obligations generally carrying shorter terms and smaller loan amounts than home mortgages.
Small business loans, which include a broad array of financing types including, but not limited to, loans secured by working capital, equipment, real estate and other forms of financing, provided to small and medium-sized businesses.
Student loans, which includes both new loans to finance education and related expenses, as well as refinancing of existing loans. The company is in the process of exiting the student loans business, and plan to be substantially completed by the end of the first quarter of 2025.
Non-lending Consumer products also includes information, tools and access to the following:
Deposit accounts, through which consumers can access depository deals and analysis covering all major deposit product categories.
Credit repair, through which consumers can obtain assistance improving their credit profiles, to expand and improve loan and other financial product opportunities available to them. The company’s ceased offering credit repair products at the end of the second quarter of 2023 when it shut-down its Ovation business.
Debt relief services, through which consumers can obtain assistance negotiating existing loans.
The company refers to the various purchasers of leads from its other marketplaces as lead purchasers. The company generates revenue from the deposit account product when a consumer clicks from its website through to a financial institution's website. The company generates revenue from debt relief services through a fee for a customer referral to a service provider partner or through a fee at the time a consumer enrolls in a program with one of its Network Partners.
Insurance segment
Insurance segment includes information, tools and access to insurance quote products, including automobile, home, life, health and Medicare, through which consumers are matched with insurance lead aggregators to obtain insurance offers, as well as insurance policies in its agency businesses. The company’s QuoteWizard business is one of the largest insurance comparison marketplaces in the growing online insurance advertising market. ValuePenguin, a personal finance website that offers consumers objective analysis on a variety of financial topics related to insurance, is also part of its Insurance segment.
The company intends to continue adding new offerings for consumers, small businesses and Network Partners on its online marketplace, to grow and diversify the company’s sources of revenue.
Seasonality
Revenue in the company’s Home segment is subject to cyclical and seasonal trends. Home sales (and purchase mortgages) typically rise during the spring and summer months and decline during the fall and winter months, while refinancing and home equity activity is principally driven by mortgage interest rates, as well as real estate values.
The company’s insurance segment typically experiences a decline in December around the holidays and an increase in the spring around tax season. The company’s personal loan product experiences less consumer demand during the fourth and first quarters of each year (year ended December 2024).
Regulation and Legal Compliance
The company markets and provides services in heavily regulated industries through a number of different online and offline channels across the United States. As a result, the company is subject to a variety of federal and state laws and regulations, including:
The Truth-in-Lending Act, the Equal Credit Opportunity Act, the Fair Credit Reporting Act, Fair and Accurate Credit Transactions Act of 2003 (‘FACTA’), the Fair Housing Act, the Real Estate Settlement Procedures Act (‘RESPA’), and similar state laws.
The Dodd-Frank Wall Street Reform and Consumer Protection Act, which imposes, among other things, limitations on fees charged by mortgage lenders, and requirements related to mortgage disclosures.
Federal and state laws, which impose restrictions on activities conducted through telephone, mail, email, mobile device or the Internet, including the Telemarketing Sales Rule (‘TSR’), the Telephone Consumer Protection Act (‘TCPA’), the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (‘CAN-SPAM’) and the Federal Trade Commission Act.
Federal and state laws and regulations relating to data privacy and security, including the Gramm-Leach-Bliley Act (‘GLBA’).
Intellectual Property
As of December 31, 2024, the company owned one issued U.S. patent related to the system and method for collecting financial information over a global communications network.
As of December 31, 2024, the company owned 58 trademarks and service marks; 15 of those marks are registered outside of the United States, and 43 are registered or in the midst of the application process with the United States Patent and Trademark Office (‘USPTO’). As of December 31, 2024, the company owned approximately 1,570 registered domain names.
History
The company was incorporated in the state of Delaware in 1996. The company was formerly known as Tree.com, Inc. and changed its name to LendingTree, Inc. in 2015.