1. Intellestate Pitch Deck
November 2014
Intellestate 2014 - Confidential 1

2. Intellestate is an online database for mortgage
rates. Intellestate and the related Facebook app
leverages consumers’ existing social networks to
build organic growth and information credibility.
Intellestate 2014 - Confidential 2

3. Mortgage information where
people are spending more
time.
Rank Website Unique
Source: Neisen NetView February 2014
Audience
Time Per
Person
(hh:mm:ss)
1 Google 154,351,000 2:03:42
2 Facebook 119,885,000 8:01:11
Intellestate 2014 - Confidential 3

4. Intellestate.com
- Mortgage Rates
- Home Equity Rates
- Deposit Rates
Intellestate connects with the
major social sites APIs
4
Login with Linkedin
Post to user feed
Consumers tweet rates
Advertisers tweet rates
Login with Facebook
Post a custom story
Login with Google+
Intellestate 2014 - Confidential

5. 5
Posts to users news feeds
Intellestate 2014 - Confidential

6. Competition
Mkt. Cap $ 1.8B
Mkt. Cap $ 4.9B
Mkt. Cap $ 292M
as of 6/15/2014
Intellestate 2014 - Confidential 6

7. Facebook app for
deeper integration
Intellestate 2014 - Confidential 7

8. Thesis: Social sites will build better
predictive models of consumer
behavior
• By focusing ad spending on these sites,
Intellestate will deliver better quality leads
• Users who have logged in with their social
credentials will see other users in their
network.
Intellestate 2014 - Confidential 8

9. Financials
($ in thousands)
FY0 FY1 FY2 FY3
Revenue $ 139.6 $ 1,665.2 $ 2,877.6
EBIT $ (237) $ 830.0 $ 1,678.6
Capital $ 500 $ 262.5 $ 860.5 $ 2,005.6
Operating Margin N/A 49.8% 58.3%
Intellestate 2014 - Confidential 9

10. Appeal to advertisers
• Existing sites have become a necessary evil
• Loan acquisition cost has become excessive.
• Lenders don’t have the ability to increase
margins in such a transparent arena
• Click fraud is poorly policed. Major sites have
no real incentive to.
Intellestate 2014 - Confidential 10

11. Pricing strategy
• Flat fee per state per product
• Rolling six month contracts
• Advertisers can rationalize their ROI
Intellestate 2014 - Confidential 11

12. Ad spending
Traffic Acquisition
2013 2012 2013 2012 2013 2012
57.9% 52.6% 32.8% 31.9% 19.6% 9.4%
Intellestate planned ad spending: 30%
Intellestate 2014 - Confidential 12

13. 13
Plan
Year 1
• Attracting advertisers, re-investing in the site
• Bargain pricing
• Capital spending on technology infrastructure
Year 2
• Continued growth in advertisers until a full complement
is reached
• Continued re-investment
• Modest pricing increases
Year 3
• Exercise pricing power
Intellestate 2014 - Confidential

14. Team
Brad Norris, Managing Director
– 25 years mortgage marketing experience
– Chartered Financial Analyst (CFA)
Intellestate 2014 - Confidential 14

15. Investment
$500,000
Use of proceeds
• Traffic acquisition
• Hire CIO/Insource technology
• API enhancements
• Founder Salaries
Intellestate 2014 - Confidential 15

16. Join us @
www.intellestate.com
https://apps.facebook.com/mortgage_rate
Intellestate 2014 - Confidential 16