We started LeadHQL with a simple idea: get real estate agents better leads. That was the whole product. A name with "Lead" in it made perfect sense.

But over the past year, something happened. We kept building.

We added a full CRM with a power dialer. We built professional websites that agents can launch in minutes. We created sales scripts that convert at 30%. We shipped content tools, call recording, team management, and a mobile app is in the works.

At some point, the platform became bigger than the name. We'd outgrown LeadHQL — not because anything was wrong with it, but because what we'd built deserved a name that matched the full picture.

A new name for a bigger platform

When we started, leads were the product. Now leads are one piece of a much larger system — and every piece works together. Your website feeds into your pipeline. Your pipeline feeds into your dialer. Your dialer follows the scripts. The scripts drive the conversion. It's one connected stack.

We wanted a name that reflects that: not what we started as, but what we've become and where we're going.

Why Fondaro

Fondaro comes from the Latin fundare — to found, to establish. Combined with the Italian suffix -aro (one who does), it means: the foundation your business is built on.

That's not a marketing line. That's literally what the product is. We build your website. We deliver your leads. We give you the CRM, the dialer, the scripts, the content. You just close deals. We are the foundation.

We also wanted something that works internationally — across Spain, Northern Europe, and the US where our agents operate. Three syllables, natural to pronounce in any language, easy to spell after hearing it once. Fondaro passes on the first try.

The mark

Our logomark is built from four arcs converging around a central diamond.

Each arc represents a pillar of the platform: lead generation, CRM, professional website, and content & sales tools. Alone, each is an incomplete curve — just another SaaS tool. Together, they form something greater: a cornerstone.

The diamond at the center isn't drawn — it's the negative space created by the four arcs coming together. The foundation isn't any single feature. It's the space they create together.

We designed the mark to work everywhere: from a billboard to a 16-pixel favicon in your browser tab. The bold silhouette and distinctive negative space hold up at any scale.

The design system

The visual identity carries forward the premium register we've always had — dark navy foundation, now paired with a violet primary that replaces the previous blue. The typography stays: Geist for the UI, Geist Mono for data and labels, Lora for display headings.

The wordmark is set in Geist Medium — the same font you see throughout the product. That's intentional. When someone sees the logo on our website and then opens the app, it's one continuous experience. The brand lives inside the product, not on top of it.

What changes for you

Nothing about the product changes. Your login, your data, your pipeline, your website — everything stays exactly where it is. You'll see the new name and logo appear across the platform over the coming weeks.

Here's what's changing:

• Domain: We're moving to fondaro.com
• Brand: New logo, new colors, same platform
• Email: Communications will come from @fondaro.com
• Your agent website: No changes — your custom domain and content are untouched

If you have any questions, reach out to us at support@fondaro.com.

Looking ahead

The rebrand isn't just a name change. It's a signal of where we're going.

LeadHQL was a lead generation tool that grew into a platform. Fondaro is a platform from day one. Every feature we build from here — the mobile app shipping soon, the AI sales assistant getting smarter every week, the geographic lead groups expanding to new markets — all of it ladders up to one idea:

One subscription. The full stack. You just close deals.

Welcome to Fondaro.