What’s new at ActiveProspect: Smarter tools, safer leads

In our webinar “Product Perspective | Spring forward: What’s new & what’s next on the AP product roadmap,” we offered an in-depth look at the platform’s latest innovations – and what’s coming next.

With a strong focus on consent-based marketing, smarter automation, and enhanced lead quality, the session brought together product leaders from TrustedForm, LeadConduit, and LeadsBridge to showcase newly launched tools and upcoming features:

• Catie Clarke, Director of Core Products
• Nicki Baker, Product Owner II, Growth
• Christopher Williams, Product Manager of TrustedForm
• Christian Goss, Product Manager of LeadsBridge
• Scott McKee, Product Manager of LeadConduit

Here’s everything you need to know from the team powering the industry’s most trusted consent-based marketing platform.

Key takeaways

Here are the main takeaways from our product-specific webinar:

• TrustedForm Insights is now self-service, making it easier to access and act on lead-quality data instantly.
• New compliance checks in TrustedForm will help enforce TCPA’s clear and conspicuous rule with font size and contrast checks.
• LeadConduit will include partner alerts and buyer-step delivery, improving collaboration and reducing rejected leads.
• LeadsBridge launched the Performance Booster, sending conversion data back to Meta to improve ad targeting and ROI.
• A new onboarding dashboard is coming, offering personalized guidance to help users activate faster.

Let’s dive deeper into the topics presented above.

ActiveProspect’s vision and platform overview

Our vision is to become the leading platform for consent-based marketing. If you’re not familiar with consent-based marketing, it involves only contacting consumers who have given their prior express written consent to be contacted. The goal is to ensure that only active prospects enter your sales funnel.

The ActiveProspect platform supports lead buyers, sellers, and anyone contacting leads in several key areas: managing partners, ensuring lead compliance, proving and evaluating lead quality, and enhancing performance through campaign optimization.

We offer three core products:

• LeadsBridge integrates your major ad platforms, like Meta, Google, LinkedIn, TikTok, and more. It improves performance by sending conversion signals back to the ad platforms, helping you better target your custom audiences.
• LeadConduit streamlines lead flows for both buyers and sellers by enabling real-time decisions and filtering out unwanted leads. It ensures that high-quality leads are delivered to your CRM or dialer.
• TrustedForm not only verifies and documents consent for TCPA compliance but also provides detailed insights into the consumer’s actions on the lead form.

While each of these tools is powerful on its own, they are most effective when used together in the platform. This combination is essential for scaling consent-based marketing.

What’s new: Q1 launch highlights

TrustedForm Insights goes self-service

As Christopher explains, a significant step this year has been the launch of TrustedForm Insights as a self-service feature. For the first time, users can sign up directly online and start accessing rich lead data – such as IP address and originating domain – without going through the entire sales process.

This is a major advancement, making our tools more accessible, quicker to adopt, and easier to integrate into your daily workflow. Experience TrustedForm Insights now!

TrustedForm Verify enhancements

TrustedForm Verify identifies new consent languages used to generate your leads and gives you the opportunity to review them. Presenting the correct consent language is essential for compliance, so this is the primary method for filtering out leads that don’t meet your standards. 

Christopher explains we are currently working on grouping similar consent languages together to make your review process even faster and easier. Explore Verify now!

However, sometimes you need to review a TrustedForm Certificate, watch a session replay, and get a deeper understanding of what’s happening. To make this easier, we’ve introduced enhancements that allow all customers to navigate to specific moments in the session replay. This saves you time by letting you jump directly to the events you want to see, rather than watching the entire replay to catch a brief moment. You can simply click on the timeline to go to the exact point you need.

Fraud prevention & obscenity filter in LeadConduit

One exciting feature that Christopher highlights is a new bot detection tool. This feature uses a TrustedForm Certificate to identify leads created by bots, a common form of fraud. The bot detection feature is now available in the certificate API as well as in LeadConduit.

In order to enable this, simply navigate to the steps page of your LeadConduit flow, add a TrustedForm add-on step, and it will guide you through the required steps.

As Scott points out, we’ve also introduced an obscenity filter. This free tool ensures that you don’t receive any leads with obscene values in their fields. Additionally, we’ve added the ability to revert your flow to a previous state if you make a mistake while editing it.

Real-time bidding enhancements in LeadConduit

We’ve been focusing on quality-of-life improvements, particularly around the functionality of the ping in LeadConduit.

One of these improvements is the ability to make an API call to an external service to capture a price for a lead and then return that price to your vendor in a real-time bidding environment. If the service doesn’t return a price but provides a reason, such as “no price because this is out of our service area,” we can help you send that reason back to your vendor, ensuring they understand why you’re not bidding on certain leads.

LeadConduit flow redesign

There is a new feature for current paid LeadConduit users. When you go into your flows, you’ll see a banner asking if you want to preview the new redesign of LeadConduit flows. This redesign is still in progress and not fully released yet, but you can view how your flows will look in the new interface, though you can’t edit them yet.

This redesign is particularly beneficial for users with large, complex flows containing hundreds of steps, as it will provide a cleaner and more efficient experience. It will also help improve the platform’s performance, making it faster to load and navigate.

Scott encourages you to share your thoughts. Your feedback is crucial as we continue to refine and enhance this new experience!

New LeadsBridge user interface & bridge builder

As Christian mentions, we’ve been redesigning the LeadsBridge user interface, which has been in use for almost a decade and was due for a refresh. Our goal is to make it look and feel more like the rest of the ActiveProspect products.

We are currently rolling out this new interface to all paid LeadsBridge users. If you haven’t seen it yet, keep an eye out for a banner at the top of your screen that will allow you to opt into the new experience.

We’ve also developed new versions of our bridge builder with added functionality. For users with older bridges, you’ll now find a “migrate bridge” option in the settings menu. This feature allows you to bring your old bridges into the modern bridge builder, giving you access to all the new features we’ve been developing.

New LeadsBridge integrations

On the integration front, we’ve been expanding our partnerships, especially with social ad platforms:

• Snapchat Lead Generation and Custom Audiences.
• Pinterest Audience Targeting and Conversions API.
• Google Offline Conversions Tracking and Enhanced Conversions.

Additionally, we’ve become official partners with LinkedIn, which provides us with deeper access, more resources, and better connections to their engineering team, enabling us to offer superior support and functionality to our customers.

Internally, we’ve been enhancing our integration with LeadConduit. This integration allows you to enrich social leads from platforms like Meta, Google, TikTok, and others, and route them to more destinations, maximizing the value you get from the ActiveProspect platform.

Easy domain ownership confirmation

As Nicki points out, if you haven’t confirmed ownership of all your domains because you were trying to verify subdomains, you can now add and confirm ownership of subdomains individually.

Alternatively, if you have multiple subdomains and find the process cumbersome, you can simply add your root domain to your domains list, confirm ownership of the root domain, and check a simple box to confirm ownership of all your subdomains in one step.

Head over to your domains page now to get started and ensure that all the domains generating TrustedForm Certificates are properly verified.

According to Christopher, confirming domain ownership is crucial for several reasons:

1. It ensures that we know who you are as a lead seller and can assist you or your buyers when needed.
2. It helps customers assess the quality of their leads.

On the TrustedForm dashboard, customers can now see which domains their leads come from that lack confirmed ownership and can encourage their vendors to complete the verification process. This makes troubleshooting much easier and provides peace of mind, knowing that the leads are generated by verified sources who are accountable for their practices.

Christopher strongly encourages all users to review their domains and confirm ownership of any domains from which they are generating leads. This step will enhance transparency and reliability in the lead generation process.

What’s coming: Q2 sneak peeks

New consent checks for TrustedForm Verify

As Christopher explains, we are about to release a new set of checks for TrustedForm Verify to help users comply with the TCPA‘s clear and conspicuous rule.

Even though one-to-one consent is no longer required, it’s still essential to retain and verify consent. The TCPA remains in effect, and the clear and conspicuous rule, which has been around for a long time, is often overlooked. However, it’s a critical requirement and has been the basis for several lost lawsuits.

You need to ensure that when you create consent language, it is clearly visible to consumers and that they understand they must give their consent in the manner specified by your form. Our new features will help you confirm that the font size and contrast ratio of the consent language meet minimum requirements and that an approved type of opt-in is used.

These configurations are fully customizable. You can set your minimum requirements for font size and contrast ratio, and specify how you want consumers to indicate their consent. For example, do they click the submit button, check a box, or is it acceptable to pre-check boxes? All these options are included in the new features.

This update will provide a quick and easy way to strengthen your compliance processes and reduce the risk of problematic leads.

Partner alerts & reports in LeadConduit

As Scott mentions, we have several new features for lead buyers that will be rolling out soon. One of these is alerts for partners when submission documents are changed or a new partner is added to a flow. For example, if a buyer sets a new rule in their LeadConduit account, the seller will receive an email notification the moment the rule is created.

Another feature we’re developing is new partner reports, which will be available to all customers, including free customers. These reports will provide a clear overview of how many leads were sent to a partner, how many were successful, and how many were rejected. This shared source of truth will help partners stay aligned on billing, reducing the common back-and-forth where the buyer and seller disagree on the number of leads purchased.

Connections in LeadConduit

A particularly exciting feature for both buyers and sellers is Connections, which allows you to formally collaborate with another account on the platform, representing a partner.

This tool enhances control and simplifies the process of working together. To send leads to a buyer, you just connect your account with your partner’s account, add a buyer step to the appropriate flow, and the leads will be delivered to their CRM. This eliminates the need for the lead vendor to configure the delivery or share credentials, making the process safer and more efficient.

Scott is especially enthusiastic about the ability to use the buyer step to deliver leads to partners who don’t yet have an ActiveProspect account. You can send them an invite, and they can create a free account to configure the delivery to their CRM. This way, the seller doesn’t have to spend time setting up the integration, and the buyer can handle it themselves.

Flow templates in LeadConduit

This feature will enable you to create a flow with a simple click, based on pre-built templates tailored to different needs, such as compliance or specific verticals like Home Services and Insurance. Just start a new flow, choose the template that fits your requirements, and your flow will be almost ready to go. All you need to do is add your partners and CRM, and you’re set.

Personalized onboarding dashboard

We are committed to making it easier for everyone to find value quickly on our platform. To support this, as Nicki shares, we will be rolling out a personalized onboarding dashboard.

This dashboard is designed to guide you through the setup process based on your specific use case. Whether you’re a new user just getting started or an existing customer trying out a new feature, the onboarding dashboard will help you achieve value faster by providing clear steps on how to use features and how to get started.

Performance Booster in LeadsBridge

As Christian explains, LeadsBridge is committed to boosting your ad performance by utilizing data from your CRM. Through the Performance Booster, we will collect information on which leads are effective and which are not, and send this data back to ad platforms, starting with Meta. This enables Facebook’s algorithm to automatically optimize your ads, improve your targeting, and enhance the performance and ROI of your ad spend.

Currently, the Performance Booster is available for specific CRMs integrated with Meta, but we are actively working to extend this feature to more ad platforms and CRMs. The best part is that you can set up and configure everything in under three minutes, making it extremely user-friendly.

Conclusion

ActiveProspect’s product updates show a clear commitment to helping marketers lead with transparency, compliance, and performance.

From making TrustedForm and LeadConduit more powerful and user-friendly to launching advanced integrations in LeadsBridge, every improvement supports the mission of consent-based marketing at scale.

Whether you’re a buyer, seller, or marketing operations leader, these innovations are designed to help you move faster, protect your funnel, and drive higher ROI from every lead. And with more exciting updates on the way – including customizable compliance checks, flow templates, and Performance Booster – there’s never been a better time to activate or optimize your ActiveProspect setup.