How has a mortgage lead generation site raised nearly $1bb? There is another identical site named lower.com (creativity must be prohibited in the mortgage space

How has a mortgage lead generation site raised nearly $1bb? There is another identical site named lower.com (creativity must be prohibited in the mortgage space? At least in the insurance space they use random names like TheZebra) that has raised $100mm. They all should have fairly favorable cash flows from the start, since there are dozens of potential customers in each market. All they need to do is get traffic for less than their price per lead*# of times each lead gets sold. I guess they're dumping money into traditional marketing and not really tracking their ROAS and going after mid/lower funnel channels?