The Leadbay brand will be retained within the group, while the All About Leads name will be dropped.
The combined brands will supply advisers with more than 60,000 leads a month, including more than 45,000 mortgage and loan leads, and 15,000 life and income protection related leads a month.
Mortgage brokers and IFAs will continue to be able to buy leads through Leadbay’s bidding system, while also now having access to fixed price leads through the technology platform developed by All About Leads.
In addition to Leadbay, the Leadbay Media Group will include Money Hospital Ltd, All About Wills and All About Insurance.
Leadbay Media Group will be headed up by Rob Ridge, while Grant Stevens will remain as managing director of Leadbay.
No details have been released on the deal.