Lead Routing Software: Assign Every Inbound Lead to the Right Rep Automatically
A new lead should never sit in an unassigned queue while it goes cold. Assigner is lead routing software that catches each inbound lead and hands it to the right available rep automatically, using rules you control and showing exactly why it landed there.
In short
Lead routing is the process of automatically assigning each incoming lead to the right salesperson based on rules like territory, source, deal size, skill, and current workload. Assigner is lead routing software that does this the moment a lead arrives, whether it comes from a form, a chat, an ad, or a partner, and it uses the same engine to route support tickets and ops tasks too, so you are not buying a separate tool for each. It sits beside your existing stack rather than replacing it, and the routing rules stay yours: you decide round-robin, skill-based, territory, or priority, and you can change them any time. Every assignment is explainable, so a rep can see it landed with them because of their region and open capacity, not a black box. Tools like LeanData and Chili Piper do lead routing well but are locked to Salesforce or HubSpot and start around $15,000 a year; Assigner is priced per user from $12 and stays stack-agnostic. Assigner is designed to help you assign leads faster and more consistently, not to guarantee a specific outcome; the AI assists, and the rules stay under your control.
What you get
Lead routing, built for support, sales, and ops teams
No lead sits unassigned
Every inbound lead is picked up and routed the moment it arrives, so nothing waits in a shared inbox for someone to notice it.
Route by the rules you set
Assign by territory, source, deal size, skill, or capacity in any combination, and change the rules whenever your team or market shifts.
One engine for leads and more
The same routing engine that assigns leads also handles support tickets and ops tasks, so you are not paying for and learning three tools.
Every assignment is explainable
Each lead shows the rule that placed it, so reps trust the queue and managers can audit how work was distributed.
How it works
From incoming work to the right available person, in four steps
Connect your lead sources
Point Assigner at your forms, chat, and CRM so new leads flow into one place to be routed, beside the stack you already run.
Set your routing rules
Choose how leads should be assigned: by territory, source, skill, round-robin, or capacity, or layer several rules together.
Assigner routes each lead
As leads arrive, Assigner matches them against your rules and assigns each one to the right available rep in seconds.
See why and adjust
Every lead shows the rule that placed it. Review the reasons, tune the rules, and keep routing consistent as you grow.
Questions buyers ask
Frequently asked questions
What is lead routing software?
Lead routing software automatically sends each inbound lead to the right salesperson the moment it arrives, using rules like territory, source, deal size, skill, and workload instead of a manual round of who-grabs-it-first. It replaces the shared inbox where hot leads sit unassigned, and the good tools show why each lead landed where it did so reps trust the queue.
How does automated lead routing work?
A lead comes in from a form, chat, ad, or partner feed, and the routing engine reads its fields against your rules, then assigns it to an eligible, available rep in seconds. Assigner checks territory or source first, filters out anyone off or at capacity, then rotates fairly among the reps who remain, and records the rule that placed the lead.
What is the difference between lead routing and lead assignment?
They describe the same outcome from two angles. Lead assignment is the result, the lead now belongs to a rep. Lead routing is the logic that decides which rep, based on territory, skill, rotation, or priority. In practice people use the terms interchangeably; what matters is whether the rule is explainable and whether it filters for who is actually available.
How fast should you route a new lead?
Instantly. Response time is the single biggest driver of inbound conversion, and studies going back years show contact rates drop sharply after the first five minutes. Manual assignment cannot hit that window, which is the whole case for automated routing: the lead reaches an available rep in seconds, not after someone notices it in a shared inbox.
Does lead routing replace my CRM?
No. Assigner sits beside Salesforce, HubSpot, and your other tools rather than replacing them. It handles the assignment layer, deciding who gets each lead and why, then writes the owner back to your CRM. You keep your CRM as the system of record and gain routing that is not locked to one platform or gated behind an enterprise tier.
Can one tool route leads, tickets, and tasks together?
Yes, and that is the point of a stack-agnostic engine. The same rules that assign a sales lead can route a support ticket or an ops task, so you maintain one set of territory, skill, and capacity logic instead of three. A customer then reaches a consistent owner whether they submit a lead form or a support request.
Stop hand-sorting your incoming work
Let Assigner route every ticket, lead, and request to the right available person by skill, workload, and availability, using rules you control. Every assignment shows why. Works beside the tools you already use, no black box.