5 years ago the major lead gen players were bank rolling the mortgage vertical by leaps and bounds over any other vertical. EDU was making a strong charge, debt was making a showing and insurance has always been a solid money making vertical, but overall the mortgage was the name of the game. Since then it has taken a huge decline in favor and was in some respects replaced with the EDU vertical.
I have mentioned this before, but we are lucky to work in an industry that is as flexible as the lead generation industry. Depending on how big your ship is you can flip into different verticals fairly easily. When verticals, like mortgage, begin to decline there usually is a counter cyclical vertical, like EDU.
