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 been in mortgage and real estate lead generation since 2004: 22 years spent 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 two decades, that practice has served more than 5,000 mortgage, real estate, and insurance professionals and generated over 3.2 million leads.

The results hold at enterprise scale, too: Guaranteed Rate has generated 13,000+ exclusive leads 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 22 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.