Root Markets Inc., the New York-based lead-exchange platform whose chairman is mortgage veteran Lew Ranieri, has acquired LeadROI, a provider of mortgage lead and customer relationship management systems headquartered in Costa Mesa, Calif.The terms of the deal were not disclosed. "Together, Root Exchange and Root LeadROI offer unparalleled technology and customer service in the new era of acquiring and managing leads," said Marcia Myerberg, chief executive of Root Markets. "The Root Exchange allows lenders and brokers to immediately diversify their lead sources and be assured they are paying fair market prices." Ms. Myerberg said Root LeadROI "picks up where the Root Exchange leaves off," enabling the companies to offer "unique end-to-end solutions designed to close the loop between lead generation and lead conversion and enhance the value of purchased leads." Lead aggregators who participate on LeadROI will be able to be sellers on Root Exchange. The companies can be found online at http://www.rootexchange.com and http://www.leadroi.com.

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