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What Does One Funded Deal Actually Cost You? Run the Math.

Quick answer: it depends on where you buy, not just what you pay per unit. Set a price and three funnel rates below to see cost per qualified conversation, cost per submission, and cost per funded deal, for aged leads, live transfers, or booked meetings.

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Sourced defaults, no signup Runs entirely in your browser
48%
MCA Full-Approval Rate, 2025
$0.05-5
Aged Lead, Per Record
$75-200
Live Transfer, Per Transfer
$200-400
VA Horizon Meeting, Published
The Calculator

Three funnel stages, one honest cost per funded deal.

Pick a lead or meeting type on the left, then set your own contact-or-show, submission, and funding rates. The panel on the right shows the cost at every stage of the funnel, not just the sticker price.

Your Funnel

Aged MCA leads publish at $0.05 to $5 per record across vendors. Source: Synergy Direct Solution and The Leads Warehouse pricing pages.

Your own estimate, not a sourced industry figure. For aged leads this is your contact rate, for live transfers or booked meetings this is your engagement or show rate. Adjust per type.

Your own estimate, not a sourced industry figure. The share of qualified conversations that produce a completed application to a funder.

48% is the Federal Reserve's 2025 full-approval rate for MCA applications, via deBanked's coverage of the Small Business Credit Survey. Adjust to your own funder's data if you track it.

Your Funnel Inputs

Price, per unit$0.50
Contact-or-show rate40%
Submission rate50%
Funding rate48%
Combined funnel conversion9.6%

Cost At Every Stage

Cost per qualified conversation$1.25
Cost per submission$2.50
Cost per funded deal$5.21
Cost Per Funded Deal, At These Settings
$5.21

Every figure here is an estimate from the price and rates you set above, not a guaranteed cost or a VA Horizon performance claim. Run each lead or meeting type with your own rates before comparing channels.

How The Math Works

Cost per lead is the wrong number. This is the right one.

The Leads Warehouse's own MCA lead pricing guide argues buyers should measure cost per qualified conversation, cost per submission, and cost per funded deal, instead of raw cost per lead. This calculator builds that exact framing into a tool you can run with your own numbers.

Cost per qualified conversation

Price divided by your contact-or-show rate. What it actually costs to reach a merchant worth talking to, not just to buy a record.

Cost per submission

Cost per qualified conversation divided by your submission rate. What it costs to get one completed application in front of a funder.

Cost per funded deal

Cost per submission divided by your funding rate. The true bottom-line cost of one funded deal, the only number that reflects your entire funnel.

A cheap price per record can hide a high cost per funded deal if your contact-or-show and submission rates are also low. An expensive, pre-qualified meeting can produce a lower cost per funded deal if it converts well at every stage after the purchase. Neither is automatically cheaper, the funnel math decides.

Aged leads, live transfers, and booked meetings sit at different points on the deal-flow ladder. Switch the type selector above to compare their published price ranges against your own funnel assumptions.

Sources

Every default, traced to a source.

No number on this page is invented. Here is exactly where each default came from.

FAQ

Cost per funded deal, answered.

What's the difference between cost per qualified conversation, cost per submission, and cost per funded deal?
Cost per qualified conversation is your lead or meeting price divided by your contact-or-show rate, what it actually costs to reach a merchant worth talking to. Cost per submission divides that figure by your submission rate, what it costs to get a completed application in front of a funder. Cost per funded deal divides that figure again by your funding rate, the true bottom-line cost of one funded deal, not just one purchased record.
Where does the 48% funding rate default come from?
48% is the 2025 full-approval rate for merchant cash advance applications from the Federal Reserve's Small Business Credit Survey, reported via deBanked's coverage of that Fed data. It describes approval of submitted applications generally, not any specific vendor's close rate, so treat it as a directional benchmark and replace it with your own funder's data if you track it.
Why do aged leads, live transfers, and booked meetings have such different price ranges?
Each sits at a different point in the deal-flow funnel. Aged leads are unqualified contact data resold to multiple buyers, priced in cents to a few dollars per record. Live transfers are pre-qualified by phone before hand-off, priced in the tens to low hundreds. Booked, SMS-qualified meetings are exclusive and double-confirmed before they hit your calendar, priced at VA Horizon's published $200 to $400 range. Lower price per unit does not automatically mean lower cost per funded deal, it depends on your contact-or-show, submission, and funding rates at each tier.
Are contact-or-show rate and submission rate sourced from published industry data?
No. Those two rates vary enormously by lead type, list age, and how a broker's floor operates, and no single published figure applies across the category. They start at reasonable placeholder numbers so you can see how the model works, then you should replace them with your own tracked numbers for each lead or meeting type.
Does a cheaper price per lead always mean a cheaper cost per funded deal?
No, and that is the entire point of this calculator. A one dollar aged lead with a low contact rate and a low submission rate can cost more per funded deal than an expensive, pre-qualified meeting with high conversion at every stage. Run your own numbers at each tier before deciding which channel is actually cheaper.

Stop paying for leads. Start paying for funded deals.

VA Horizon books exclusive, double-confirmed meetings with qualified merchants for ISOs and funders, Human + AI SDRs over SMS, never recycled data and never cold calls. Pay per booked meeting, no retainers, and a no-show never costs you a meeting. Book a 15-minute call to see your exact rate.

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