Abstract: A lead store system may receive a plurality of leads in a plurality of formats. The leads may include a set of information about a prospective customer who may desire to purchase a good or service. The leads may be converted into a universal format and, on some occasions, the universal format being category and/or industry agnostic. The converted leads may be stored in a database and when a request for a lead from a lead buyer is received a criterion included in the lead request may be matched to a stored converted lead. The matching lead may them be provided to the lead buyer.