New owners choose on day one and go live about eight weeks later.
We know because we sold it to them. The case study below is our own: the moment, the product, and what happened.
GO
Gib Olander · Founder, GoodLeadsFormerly Chief Product Officer, a national business-formation company
The moment
Over three-plus years, at least 670,000 businesses saw the offer in our checkout, at the moment they formed, before they had a name, a customer or a dollar of revenue.
What we did
Launched a business phone line into that moment at $9 a month: zero brand awareness, very little functionality. The number was the product; the timing was the pitch.
What happened
Revenue tripled in four years on formation-moment upsell. The phone line became a $15M business in three years, and is on its way to $18M this year.
"They didn't need to know who we were. They needed a business number, that week. Nobody else was there."
1 in 4
said yes with nothing going for the offer but the moment
25% attach at checkout, $9 a month, no brand, few features. That is the attach rate of a need, not a pitch.
45–60 days
from taking the number to using it
The first text sent or call dialed from the line came six to eight weeks in. The decision came first.
89%
chose first, started selling later
Of Texas businesses registering to collect sales tax in a sample week, 89% had formed in an earlier month.
$15M → $18M
a year, still growing three years in
About 167,000 lines paying today, every one sold at formation. Retention was high among businesses that stayed open; the churn was closures, and serial founders return with the next company.
Isn't day one too early? No. The filing makes their personal number public. The business line is a day-one need; the dialing starts weeks later.
Decide
days 0–15
"Your personal number is now public record."
The filing publishes it. Offered a business line at that moment, 1 in 4 took it. Almost none went looking on their own.
Set up
days 16–45
The number becomes the business
Voicemail recorded, greeting set, the number put on cards, accounts and the website. This is what makes it the last thing they cancel.
Go live
days 45–120+
First text sent, first call dialed
Outbound activity from the number began 45–60 days after they took it. Texas sales-tax filings show the same lag: 89% registered to sell in a later month than they formed.
Every record carries days since filing, so each stage can get its own message. What to send at each stage is on the Formation Watch page.
Will a days-old business respond?Their personal number had just become public record. They bought a business line from a brand they'd never heard of, before revenue, before doors opened. The need was the gate, not the brand.
That was a checkout. We'd be reaching out.Right. That company owned the moment because it sat in the flow. The feed puts you in the same moment within days of the filing; the pilot tunes the outreach.
How big is it, really?One checkout reached at least 670,000 businesses in three-plus years. Our six states put 163,000 a month in front of you: close to two million a year, three times that base, every year.
Why can't we get this elsewhere?Business databases usually find a new company when its business number gets provisioned and listed. By then a line has often been bought, from someone. Much of their list is carrier decisions already made. We deliver the founder before the number exists.
Do they stick?Among businesses that stayed open, retention was high: the number on the sign is the last thing an owner cancels. The churn was businesses closing, and founders who close one often form a second and a third. They come back through the feed.
163,000new businesses a month in our six states: nearly 2M a year, three times one checkout's whole three-year base
3 in 10of U.S. likely-employer business applications start in those six states
Before the number existswe deliver the founder. Business databases pick up the company 60–90 days later, often because a business line was bought and listed.
Every new business around your Irving campus, sorted into your plays.
Texas filings loaded through Sept 11. Each business lands in one play: crews and vehicles first, then walk-in customers, then where they work.
NearWithinFormed in the last
Loading the businesses…
0
new businesses
Click a pin to see the business · drag or scroll to look around
Show on map ·
Tonight's check · 4,233 Irving-area founders
66%have a verified phone
94%of those phones are mobile
53%have phone and email
6,826 emails verified; 2,184 invalid, 351 abuse, 38 do-not-mail and 1 spam trap were caught and never delivered.
Formation Volume · August 2026 · all six states
5,257new businesses per day
36,799per week
162,967in August
33%of U.S. likely-employer applications start in our six states
Each bar is one day. Business days carry the volume (median 6,761, peak 8,136 on Aug 10); weekends run about a quarter of that. 31 days, no missed days. Likely-employer share: U.S. Census Bureau, Business Formation Statistics, August 2026.
Top metros · August · operating businesses
Metro
/day
/week
Miami – Fort Lauderdale
578
4,046
New York City (NY side)
379
2,651
Dallas – Fort Worth
310
2,171
Houston
263
1,839
Tampa – St. Petersburg
224
1,569
Denver
203
1,421
Orlando
184
1,286
Washington DC (VA side)
127
891
Dallas – Fort Worth is the third-largest new-business market we cover: about 2,171 a week.
By business type · August · per week by state
Business type
/day
/week
FL
TX
NY
CO
VA
CT
Retail store
162
1,132
413
215
198
166
96
44
General contractor
83
584
193
165
91
61
46
28
Cleaning services
78
545
292
79
49
60
47
19
Marketing / advertising
75
528
217
109
73
71
43
16
Restaurant
74
519
180
103
114
54
44
24
Trucking
69
484
180
182
42
32
38
10
Auto repair
56
391
173
91
45
35
33
15
Salon / barber
53
368
174
64
50
36
32
12
Freight & logistics
48
338
140
119
27
21
24
9
Fitness
38
266
121
56
29
30
23
7
Dots show the play each type falls into. Counts are floors: about 7 in 10 businesses carry a type today.
Real people, days into their business, with the proof on every fact.
One founder per play from tonight's check. We found the decision-maker, tied them to the business they just formed, and every fact names where it came from. Each card opens the full GoodLeads profile and how it was built.
65,909home-based founders in August across six states78%filed their own paperwork~1 in 3likely already on a Verizon phone
33 sources and engines behind every record. A filing scraper has one.
Built every night from the source: 17 data sources refined by 16 intelligence engines of our own. Every fact on a record names where it came from, and two scores tell you who to call first.
17external data sources: 13 public feeds (six states' filings, Census, property records) and 4 partners for phone, email, identity and AI reading
16intelligence engines of our own, run in order on every record
9reference corpora underneath: every U.S. surname and given name with its frequency, NAICS · SIC · MCC taxonomies, USPS geography, area codes, neighborhoods, time zones
Every nightthe day's filings become records before you wake up. The count is pinned to the code.
The nightly buildwhat happens to one filing
1
Pull the filings
Every new business the state published that day, as the state published it.
State filings · 6 states
2
Screen out what isn't a business
Mail drops and formation suites, holding shells, single-property LLCs. 83% pass.
Address intelligenceRegistered-agent intelligence
3
Find the decision-maker
The officer or owner named on the filing, not the attorney or service who filed it. Every U.S. surname (162,249) and given name (6,782) with how common each is, so a match on a rare name counts for more than a match on a common one.
US Census surnamesSSA given namesName intelligenceProfessional-filer detection
4
Place the business
Home or commercial address, neighborhood and its income, metro, time zone.
US CensusProperty recordsUSPS · neighborhoods · time zonesAddress + property intelligence
5
Name the line of business
Industry, NAICS and MCC from the business name and filing; AI reads the hard ones.
NAICS · SIC · MCC taxonomiesIndustry classification
6
Find and verify the channels
Mobile or landline, in service or not; email deliverable, and active in the last months.
Phone recordsEmail verificationContact intelligence picks the route
7
Pick the best person, phone and email
Among everyone named on the filing and every channel found, one primary of each.
Primary contact · phone · email selection
8
Score
Can we reach them, and is this the right person. Then the record is yours.
ReachabilityDecision-maker
Public recordVerification partnerOurs
ReachabilityCan we reach them? Every record, 0–100 and a tier.
✓Phone in service, mobile over landline
✓Email deliverable and active recently
✓Identity confirmed across sources
✓Address type: home or commercial
✓Area code fits the state
✓Line of business known
On FireVery HotHotWarmCold
Decision-makerIs this the right person? The founder, not the filer.
An agent team runs the build nightly, briefs on each state's data every morning, and reviews every change to the intelligence before it ships. The build gets better every week without waiting on us.
Sources and steps as of September 2026, from the platform's source registry; the count is checked by the build every time the code changes.
Formation Watch: your customer just started a business.
Founders flow into your systems; your subscriber list never comes to us. The match happens inside Verizon, and every founder becomes a person you can reach across every channel you run.
1
The feed
Every day, the founders who filed. Each one arrives with the keys to reach them.
New founders · Texas · daily, by API or fileFour of today's · click a row
Founder
Formed
Mobile
Email
Address
Play
The feed lands in your CDP or CRM. Nothing comes back to us.
2
The match
Inside Verizon, our keys run against your subscribers. Any one of them is enough.
Inside Verizon · your subscriber list never leaves this box
1 · The feed arrives
Today's founders, newest first, with the keys.
2 · Your subscriber database
Our keys run against your rows. Any one is enough; hashed keys reach the audience platforms too.
3 · What happens next
3
The reach
The identity goes out on every channel you run, in time order clockwise from 12. Each spoke shows the key that carries it and the message written from our record.
Show it as
Illustrative ads styled after each platform's native format. First-party audiences apply only to contacts Verizon already holds; founders who aren't customers are reached by mail, verified email, calls and store invites under Verizon's consent rules. Subscriber rows are placeholders.
A 120-day pilot that becomes your business case.
Texas and Florida. Match first, dial in, scale the winners. The business case at the end, with the go-live read in hand.
How many are already ours?Match test · week 1
What creative, offer and motion work?Dial in · weeks 2–6
Does it lift accounts?Scale · weeks 7–16
Is the data clean and ready to run?Scorecard · every file
What does a new account cost?Business case · week 16
105,500filed in TX + FL in August42,403 TX · 63,121 FL · state filings
~87,800pass the screen83% · mail drops and shells removed
~82,000named founders93% of those carry the decision-maker
~54,000with a verified mobile66% · last night's check, applied to every named founder
~16,000your customers a month, starting a businessat 30% · the match test replaces this with your number
Sixteen weeks, five readouts, the decision at the endConnects, accounts and bounces come back weekly. We bring the data side.
Wk 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
Matchcatch-up file · your box
Match
Dial increative · offer · motion
A/B creative · offer · motion
Scalewinners only
Scale the winners · both audiences
Already yoursowned channels · holdout
App · email · text · audiences
Not yet yoursdirect channels · control
Email · mail · specialist · store
Every filedaily feed
Scorecard + vendor packet
Match rate+ response by day
Connects+ bounces
Winners+ first accounts
Cost per accountfirst read vs baseline
Decisiongo-live read · business case
Week 1 · Match test
How many founders are already your customers?
What
Catch-up file: last 120 days, TX + FL
Keys: mobile · email · name + ZIP
Runs inside your systems; nothing comes back
Hashed on request
You get
Match rate and count
Split by play and by day since formation
Which key matched
The response-by-days curve
Costs you
One analyst, one afternoon
No send, no consent, no exposure
~30%our assumption. Replaced by your number.
Gate → match rate sizes Already yours and the platform audiences.
Weeks 2–16 · Already yours
Your customer just started a business.
WhoMatched founders · catch-up cohort first, then monthlyChannelsApp · email · text · Customer Match · Custom AudiencesAgainstA holdout of matched foundersMeasuredConsumer line → business account · lines per account · days to first business lineWhy1 in 4 took a number at formation. Live 45–60 days later.
Weeks 2–16 · Not yet yours
A competitor's customer, choosing a carrier.
WhoUnmatched founders · daily feed only, fresh recordsChannelsEmail · mail · specialist call · store inviteAgainstYour current new-business source, worked the same wayMeasuredConnect rate by play and day · qualified conversations · new accounts · bouncesWhyNobody else has them yet. Days, not weeks.
Dial in, then scaleWeeks 2–6 test. Week 7 the winners run.
Creative
Congrats on {business}Keep your numberYour first hire, one bill
Offer
Business number on your phoneBusiness Internet + BackupLines + fleet bundle
Motion
App + textEmail + specialist callMail + store
Winner by play, by dayEach play and each stage picks its own winner. Ours to write from the record; yours to run.
With every file: data-quality scorecard
Last night's Irving check. Yours arrives with each delivery.
66%verified phone4,233 checked
94%mobileline type on every number
53%phone + emailboth verified
2,574bad emails caughtnever delivered
With every file: vendor packet
For procurement and your data team. The paperwork, already done.
✓
Provenance on every fact
✓
Public-record source · state filings
✓
Line type on every phone · mobile flagged for text and call
✓
Your suppression list applied first
✓
Hashed match on request
✓
Data agreement and security questionnaire, ready to sign
What we need from you
An owner for the match
A holdout and a control group
Texas + Florida, 120 days
Weekly outcomes back: connects, accounts, bounces
Week 16: the business case
Cost per new account, next to your baseline, with the first cohort fully live.
Wins → a standing daily feed, the "new business owner" tag in your CDP, first access to every new state and play, vendor review done.
Measured in your systems against your baseline. Dallas–Fort Worth alone: about 2,171 new businesses a week. Miami–Fort Lauderdale: about 4,046.