Lead generation Used by UK B2C Companies: Market Share (2026)

Updated June 2026

Across 894 UK B2C companies with detectable lead generation systems, Popup Maker leads with 14.2% market share, ahead of ValPal at 14.0%.

Lead generation tools are visible at 894 of 84,728 trading UK B2C companies, with 27 systems detected. The front of the market is closely split: Popup Maker has 14.2% (127), ValPal 14.0% (125), and Hibu 11.9% (106).

Usage is concentrated in smaller employers. Under 10 employees accounts for 535 companies, where ValPal has 15.1%; 10–50 employees accounts for 317 companies, where Popup Maker has 16.4%; Over 50 employees is much thinner at 42 companies, again with Popup Maker on 14.3%.

The long tail remains material. Supsystic has 8.9% (80), OptinMonster 8.3% (74), Poptin 8.2% (73), Mailmunch 7.0% (63), and ScoreApp 4.9% (44), while 19 further systems cover 206 companies.

894

B2C with detected Lead generation

Of 84,728 UK B2C

1.1%

Detection rate

2026

Systems detected

In this category

14.2%

Leader share

Popup Maker

UK B2C Lead generation market share

ScoreApp

Other (19 systems)

Share of the 894 UK B2C with a detectable system. As of June 2026.

Lead generation compared

System	UK B2C	Share	Median headcount	London share	Typical profile
Popup Maker	127	14.2%	7	26%	Seven-headcount London-skewing B2C operators
ValPal	125	14%	7	16.8%	Seven-headcount B2C operators
Hibu	106	11.9%	6	6.6%	Six-headcount non-London B2C operators
Supsystic	80	8.9%	8	12.5%	Eight-headcount B2C operators
OptinMonster	74	8.3%	8	17.6%	Eight-headcount B2C operators
Poptin	73	8.2%	8	17.8%	Eight-headcount B2C operators
Mailmunch	63	7%	7	25.4%	Seven-headcount London-skewing B2C operators
ScoreApp	44	4.9%	—	—	View these companies in Firmbase →
Lead Forensics	34	3.8%	—	—	View these companies in Firmbase →
Leadfeeder	30	3.4%	—	—	View these companies in Firmbase →
Apollo.io	23	2.6%	—	—	View these companies in Firmbase →
Popupsmart	22	2.5%	—	—	View these companies in Firmbase →
Supademo	19	2.1%	—	—	View these companies in Firmbase →
MailOptin	17	1.9%	—	—	View these companies in Firmbase →
GatorLeads	13	1.5%	—	—	View these companies in Firmbase →
Sopro	10	1.1%	—	—	View these companies in Firmbase →
Snitcher	9	1%	—	—	View these companies in Firmbase →
CANDDi	8	0.9%	—	—	View these companies in Firmbase →
Visitor Queue	5	0.6%	—	—	View these companies in Firmbase →
Whoisvisiting	5	0.6%	—	—	View these companies in Firmbase →
Arcade	5	0.6%	—	—	View these companies in Firmbase →
Navattic	4	0.4%	—	—	View these companies in Firmbase →
Leadinfo	4	0.4%	—	—	View these companies in Firmbase →
Storylane	2	0.2%	—	—	View these companies in Firmbase →
Leadsy	2	0.2%	—	—	View these companies in Firmbase →
IPTrack.io	2	0.2%	—	—	View these companies in Firmbase →
6sense	1	0.1%	—	—	View these companies in Firmbase →

Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.

Market leader by size

The leading Lead generation system shifts with company size: among UK B2C with under 10 employees, ValPal leads at 15.1% of the 535 with a detectable system; among UK B2C with 10–50 employees, Popup Maker leads at 16.4% of the 317 with a detectable system; and among UK B2C with over 50 employees, Popup Maker leads at 14.3% of the 42 with a detectable system.

Under 10 employees

ValPal

15.1% of band

535 companies sit in this band, making it the largest visible slice of UK B2C lead generation usage. ValPal has 15.1%, with Popup Maker and Hibu close in the wider market at 14.2% (127) and 11.9% (106).

10–50 employees

Popup Maker

16.4% of band

317 companies sit in this band, where Popup Maker has 16.4%. Competition remains fragmented across ValPal, Hibu, Supsystic, OptinMonster, Poptin, Mailmunch and the 19 further systems covering 206 companies overall.

Over 50 employees

Popup Maker

14.3% of band

42 companies sit in this band, so shares can move with relatively few companies. Popup Maker has 14.3%, while the broader market still includes 27 systems across 894 companies.

How Lead generation usage is detected

Methodology

Company data

Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.

Detection

Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.

Freshness

Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK B2C by Lead generation

B2C Companies Using Popup Maker in the UK B2C Companies Using ValPal in the UK B2C Companies Using Hibu in the UK B2C Companies Using Supsystic in the UK B2C Companies Using Poptin in the UK B2C Companies Using OptinMonster in the UK B2C Companies Using Mailmunch in the UK

Related directories

CMS Used by UK B2C Companies: Market Share (2026)CDN Used by UK B2C Companies: Market Share (2026)Security Used by UK B2C Companies: Market Share (2026)Analytics Used by UK B2C Companies: Market Share (2026)SEO Used by UK B2C Companies: Market Share (2026)B2C in the UK

Frequently asked questions

What is the most-used Lead generation among UK B2C companies?

Popup Maker is the most-detected Lead generation among UK B2C companies, with 14.2% share (127 of 894 companies with a detectable system), ahead of ValPal (14%) and Hibu (11.9%).

How many UK B2C companies have a detectable Lead generation?

894 of 84,728 actively-trading UK B2C companies (1.1%) have a Lead generation detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Lead generation?

A lead generation system captures interest from prospective customers through forms, popups, assessments or call-back prompts, then passes those details into sales or marketing follow-up. For UK B2C companies, its job is to turn anonymous website visits into identifiable enquiries that can be handled by a team or automated journey.

How is Lead generation usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK B2C companies, Popup Maker or ValPal?

Popup Maker: 127 detected companies versus 125 for ValPal, of the 894 UK B2C companies with a detectable Lead generation.

What is the best Lead generation for UK B2C companies?

The page reports observed usage rather than recommendations. ValPal leads Under 10 employees with 15.1% of 535 companies, while Popup Maker leads 10–50 employees with 16.4% of 317 companies and Over 50 employees with 14.3% of 42 companies.

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