Bill Rice
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Bill Rice

Bill Rice


Hi, I’m Bill Rice.

I’m the Founder/CEO of Kaleidico, a digital agency focused on lead generation. I regularly work on, write about and speak on designing lead generation systems and platforms that reliably deliver sales growth.

My areas of expertise include designing consumer direct experiences, audience development, and sales funnel creation for consumer direct lending, legal services, and occasionally emerging technology SaaS companies, and believe it or not senior living.

How can I help?

A little more detail about my background

I bring 20+ years designing and building online consumer-direct banking and lending platforms and marketing strategies. This is a brief snapshot of this journey.

  • Kaleidico v2 – In response to the financial crisis and mortgage meltdown that left all of our call center-based lenders bankrupt, we pivoted to designing and building lead generation web platforms for financial institutions, law firms, and a variety of other industries.
  • Kaleidico v1 Began as icoSales the first mortgage lead management system. Competitor to Leads360 (now Velocify). This was the preferred CRM solution for IndyMac Bank, New Century, American Home Mortgage, and many other large mortgage call center operations.
  • Quicken Loans – Built EquityOnline – another instant online decision, and ran National Home Equity
  • DeepGreen Bank – Home Equity instant online decision and Quick Cash (sold to LightYear Capital). Collaborated with LendingTree to build their first electronic (XML) lead posting engine. Before that they faxed leads to lenders

Before by entrepreneurial days, I found my muse from going toe-to-toe with foreign intelligence services. This journey has many counterintuitive parallels to marketing. Happy to discuss that when we meet sometime and you’re curious.

  • Program Manager for Iridium Call Intercept System – Led the technical implementation of the call intercept system within the Iridium satellite network.
  • Program Manager for Information Warfare Centers – Led the design and build out of DOD and Intelligence Agencies information warfare capabilities and activities.
  • Air Force Officer – Led counterespionage operations and activities.

Feel free to introduce yourself, even if you’re not looking to work with me or Kaleidico. I love meeting interesting people and hearing what they’re doing.

Drop me a quick note at

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