Leads 2 Trade celebrates its 20th year in 2026, and among the relationships that have shaped that journey, one long-term one stands out.
The UK's leading provider of double-qualified sales leads for installers in the home improvement sector has worked with Anglian Home Improvements, a company marking its own 60th anniversary this year, for 18 years.
Over 18 years the partnership has expanded alongside changing homeowner demand, broadening from windows and doors into multiple home improvement categories such as conservatories and Rooftrim (fascias, soffits and guttering) more recently.
What has stayed the same, however, is the standard of the leads themselves.
“Leads 2 Trade has consistently delivered a strong volume of high-quality opportunities over the last 18 years to meet our commercial objectives,” said Rachael Munby, Chief Marketing Officer at Anglian, explaining why the relationship has lasted so long.
“Their commitment to lead quality and consistent performance has made them a valued long-term partner within our lead generation programme. Over almost two decades they have continued to adapt to our changing needs whilst maintaining strong commercial performance.
Over the past 12 months, Leads 2 Trade has delivered more than 4,000 opportunities to Anglian, and remains one of the company's most significant lead generation partners. Their performance has continued to improve, with cost of sale reducing significantly during 2026.
Andy Royle, Leads 2 Trade's co-founder and Managing Director, believes this focus on verification is what separates the business from other affiliates.
“We don't supply raw web enquiries, and that's why the relationship has lasted this long," he said. “We speak to the customer before we send anything over, with all the notes attached. The quality of what we deliver makes us stand out compared to other affiliates.”
The two companies keep the relationship on track through regular KPI meetings, where Leads 2 Trade reviews performance against Anglian's targets and agrees budgets for the month ahead. It’s a highly collaborative approach that has proved hugely successful.
The partnership proved particularly resilient during the challenges of the pandemic. Regular communication and a collaborative approach enabled both businesses to respond quickly to changing circumstances, helping ensure a strong restart when operations resumed.
For a relationship formed in 2008 and still delivering results in 2026, it shows what a genuine, long-term partnership can achieve.
“Everyone at Anglian Home Improvements congratulates the Leads2Trade team on reaching this milestone,” added Rachael. “They have been straightforward and enjoyable to work with for almost two decades and we look forward to continuing our partnership for many years to come and wish them every success for the future."
“Sixty years in this industry says everything about the kind of company Anglian is,” added Andy. “We're proud to have spent nearly a third of that journey working alongside them.”
