E027 - The State of Compliance In Lead Gen, With John Henson, Founder at Henson Legal

I sat down with John Henson, a fintech-savvy lawyer who formerly worked at LendingTree (both as an attorney and a general manager). He unpacks the regulatory chaos swirling around lead generation in 2025 — what’s changed, what’s still risky, and how fintech marketers can navigate it without getting burned.

In today's discussion:

• The CFPB Rolled Back Rules: Credit card and personal loan lead gen just got a little more breathing room. John explains what’s safe and what’s not.
• Mortgage Lead Gen Isn’t Dead: Despite RESPA, there are ways to play without federal headaches.
• State Privacy Laws Are Tightening: You might be a “data broker” without knowing it — and that’s a compliance minefield.
• Banks Fear AI: Rumor has it that some big banks are banning generative AI in lead gen. John weighs in on the reality.
• Some Lead Gen Is Still Garbage: Learn how to spot sketchy providers before you get sued.

...and much more. 

Memorable Quotes

“Everything is UDAP.” 
“If you don’t understand how they’re generating the leads, you’re buying problems.”
“Nobody ever got fired at a bank for saying no.”

About John Henson

John Henson is a rare breed: a lawyer who understands marketing. He spent 6 years at LendingTree running lead gen and compliance, so he knows the real-world challenges fintechs face. Now, he helps companies stay out of trouble while growing smart. Follow him on LinkedIn for sharp insights.

***

A word from our sponsor, Fintel Connect

Drive thousands of new accounts and billions in deposits with the only partner marketing solution built for fintech and banking – your all-in-one affiliate platform, partner network, agency, and marketing compliance engine.

https://partner.fintelconnect.com/get-to-know-fintel-connect?utm_campaign=13897733-2025%20Partners&utm_source=The%20Free%20Toaster&utm_medium=podcast

 

A word from our sponsor, Spinwheel:

 

Reduce friction in your lending application with just two fields—phone number and birthdate. Spinwheel’s APIs boost application rates by 20-30% while also providing real-time credit data and seamless payment processing. Want to see it in action? Connect with their Head of Growth for a demo!

https://spinwheel.io/partner/?utm_source=freetoaster&utm_medium=podcast&utm_campaign=june

A word from our sponsor, New Market Growth:

 

New Market Growth helps fintech consumer lenders generate explosive growth on affiliate marketing channels like Credit Karma, Experian Marketplace, LendingTree, and others.

Affiliate marketing involves marketing & credit risk expertise, and NMG's founders bring this with 21+ years of lending experience and 8+ years experience as executive affiliate operators.

If you'd like help planning or implementing your affiliate marketing strategy, email us at carlos@newmarketgrowth.com

 

Subscribe to the Free Toaster Newsletter:

www.thefreetoaster.com/