Andrew Pawlak

Andrew Pawlak is the co-founder and CEO of rebel iQ, Inc. — the company behind both rebel Ai, the self-serve AI marketing platform, and LeadPops, the done-for-you lead generation service. He has spent 15+ years in mortgage and real estate lead generation on one stubborn question — what actually makes a visitor hand over their contact information?

The short version

Andrew co-founded LeadPops in 2011 on a complaint he couldn't let go of: the industry sold loan officers and agents beautiful websites that generated zero leads. His answer was to build pages around a single job — converting a visitor into a named contact — and to measure everything against that job.

That discipline traveled. In 2012, his team built Zillow's long-form mortgage capture, and went on to do the same work for Bankrate and major consumer-direct lenders — the highest-traffic mortgage capture flows on the internet, tuned question by question. Over 15 years, that practice has served 5,247+ mortgage, real estate, and insurance professionals, who have generated over 3.2 million leads.

The results hold at enterprise scale, too: Guaranteed Rate has generated 13,000+ exclusive leads in two years on this infrastructure, converting at a 35%+ lead-to-application rate.

The books

Andrew wrote down the playbook — twice. The Mortgage Marketing Manifesto makes the case that loan officers should own their lead generation instead of renting it, and Leads Apocalypse is the tactical follow-up: what to build, what to ask, and why most lead capture fails before the first question is answered.

Why rebel Ai

For most of those 15+ years, conversion-grade marketing infrastructure was something you bought from a team like Andrew's — done for you, priced accordingly. AI changed the math. rebel Ai is that entire body of conversion practice — the question orders, the value exchanges, the follow-up timing, the compliance guardrails — encoded into software any loan officer or agent can run themselves, starting free.

It's the same thesis he started with in 2004, finally at software prices: every independent pro deserves the marketing infrastructure the big lenders take for granted.

Read the full company story on the about page, or hear the thinking directly — Andrew writes regularly on the rebel Ai blog, including the story of why LeadPops built rebel Ai. Connect with him on LinkedIn.