Although the state of payday leads has changed in recent years, it still remains an extremely profitable vertical for many lead generation companies. As much of the payday industry has moved to online transactions, lead companies have been able to grab a portion of the market share and profit. Payday leads are more complex than most leads. With state, income, ABA, age, military status, employment status, time of day, day of week, payment method, account type, and payment frequency all serving as commonly required fields, forms for payday leads are often longer than other lead verticals. However, this long yet consistent list of fields also means that these leads can be sold and delivered to buyers on a more granular level.