Root Markets, which was set up in 2005 by
purple cow marketing guru, Seth Goldstein, has garnered seed funding from the Chicago Board of Trade. Seth sees this as rather apt, given that Root is a financial exchange for consumer leads and the CBOT was the first exchange to trade interest rate futures contracts.
This is a very interesting initiative worthy of close watch. Essentially, per the Root site they focus on leads…which are personal data that express an individual’s intent to purchase, and the quality of the leads Roots generates is increased through their ability to qualify intentions through a series of consumer focused applications.