Online lending and realty services exchange LendingTree says it has completed the acquisition of key assets of Domania from Primedia Inc.

Domania, founded in 1989 in Boston, provides customer acquisition, retention and marketing services to the real estate, banking and mortgage industries.

Included in the acquisition are Domania’s consumer website and its business-to-business product, Portfolio Protect. Current lender contracts for Portfolio Protect were also acquired.

Terms of the deal between Charlotte-based Lending Tree and Primedia of New York were not disclosed.

“This acquisition reflects our commitment to providing exceptional value to our realtor and lender partners,” said Eric Cunliffe, senior vice president and general manager of LendingTree Realty Services. “In particular, Domania’s unique approach to predictive marketing, which focuses on turning prospects into customers, and turning customers into repeat business, will be a huge asset to LendingTree.”

LendingTree www.lendingtree.com