What is a Mortgage CRM?
Mortgage CRM is a software specifically created for lenders, brokers, and loan officers to handle their customers. It helps lenders manage relationships, streamline marketing efforts and assist in a number of ways.
Mortgage CRM software is designed to fit seamlessly with the loan origination system (LOS), compliance system(s), and mortgage industry-related processes. It provides the tools mortgage teams need to track leads and nurture new prospects, as well as to track currently active loans and engage with clients long-term.
Key Features to Look for Mortgage CRM Platform
- Management and Capture of Leads
- Management of Loan Pipeline
- Marketing Platform
- Borrower Communication Tools
- Integration Capabilities
- Compliance and Audit Support
- Referral and Partner Management
- Reports and Analytic Tools
Advantages of CRM for Residential Mortgage Lenders
- Improved Lead Conversion
- Enhanced Borrower Experience
- Increased Operational Efficiency
- Stronger Referral Networks
- Better Pipeline Visibility
- Scalable Growth
- Data-Driven Decision Making
Market Trends: AI-driven, Consolidated Market
Recently, 74%-80% of mortgage lending companies used out-of-the-box (third party) CRM platforms for lenders, which suggests the mortgage industry is headed towards data-driven processes.
As such, mid-sized market participants like Shape and BNTouch are competing for both pricing and flexibility along with compliance.
In contrast, major legacy (old) technology solutions are not readily scalable in the same way as the new entrants like Shape and BNTouch.
The emergence of Artificial Intelligence (AI) is sufficient to create workflows, predict and provide real-time communication.
A better description for a new CRM may just be: “A Smart Workflow Engine”.
Top Mortgage CRM Platform (2026)
Surefire CRM
Company Overview
Surefire CRM serves as a customer engagement platform for mortgage businesses, which ICE Mortgage Technology created as its core product.
The platform assists in CRM integration with LOS to enable lenders, loan officers and mortgage teams to build customer relationships through automated marketing tools.
Lenders benefit from Surefire’s main advantage, which allows them to use the Encompass loan origination system to manage all their data and workflow processes.
Product Details and Differentiators
Surefire offers the highest quality of complete solution for CRM; it supports all loan types (QM and Non-QM) within workflows to ensure compliance.
Surefire offers more than 1000 marketing items that are refreshed weekly with products on Power Messaging, Power Calls, Power Video Websites, Single Property Websites and Blueprint templates for new customer acquisition.
Customer Base and Market Position
Surefire provides services to more than 850 mortgage companies and is the leader in this space with a market share of 18.4%. Surefire’s major customers include Homestar Financial and Gershman Mortgage.
Pricing and Contracts
Market analysts estimate the cost of each user per month to be between $50 – $150+.
Note: All customers must enter into a contract for one year of use with Surefire.
Surefire also charges extra for print advertising campaigns and to bring your company on board for Surefire’s products.
Security, Compliance, and Integrations
Surefire, one of the best CRM for mortgage lenders, includes features for RESPA, TCPA and CCPA compliance. It provides audit-ready transaction reporting, and an audit trail of agreements.
Moreover, it works seamlessly with all major loan origination software such as Encompass by Ellie Mae, Empower, Calyx Point and various POS integrations such as Blend and nCino.
If you desire flexibility, utilizing Open APIs or Zapier would be the best option.
Strengths and Weaknesses
Surefire has great marketing automation, industry knowledge and ability to integrate with other ICE products.
But some of the criticisms noted have been that Surefire has a high price for its products, can’t use analytics and has poor customer service.
Velocify (ICE Mortgage Technology)
Company Overview
In 2004, Velocify was founded as a company called Leads360 and is located in El Segundo California. Velocify changed names to Velocify in 2013 and was purchased by Ellie Mae in 2017 for $128 Million.
Between 100-200 employees worked at Velocify during the time before it was acquired.
At the same time, the company also secured $15 Million in funding from Volition Capital and since its inception Nick Hedges has been the CEO.
Product Details
Velocify’s product was created to be a lead management tool for helping accelerate sales. There are 5 parts to Velocify:
- Pulse
- Lead Manager Enterprise
- Lead Manager Essentials
- Loan Engaged
- Dial-IQ
The Velocify system can be used for all loan types and can interface directly to lenders, call centers or sales staff.
The benefits of Velocify, a mortgage CRM, include:
- Speed-to-Lead
- Automated Routing
- Priority Assignment and Quick Response Workflows
Customers and Cost
Velocify services over 1,500 customers including more than 650 mortgage lenders.
An estimated 57% of mid-sized businesses have Velocify as their primary provider (calculated by the number of users).
The lowest price per user per month is $60, with the maximum price per user per month at $95. But LoanEngage is an additional cost.
Integrations and Positioning
Velocify connects to a multitude of lead sources including.
Encompass, Salesforce, 1400+ lead sources, Mailchimp and HubSpot; clients rate Velocify approximately 3.5/5 – 4.0/5.
Clients appear to be satisfied with Velocify’s lead management system but have complained about Velocify’s poor user interface, lack of robust analytics and level of contract restrictions.
Velocify is positioned extremely well for use in high volume/fast-paced environments.
Encompass CRM (ICE Mortgage Technology)
Company and Product Overview
Encompass CRM is a dedicated customer relationship management solution for the mortgage business with a marketing automation capability.
This mortgage CRM platform works well with its main software solution of Encompass LOS. Encompass CRM allows lenders to work with loan information which is stored in the Encompass system as their master record.
This software facilitates lenders to run automated marketing campaigns targeting particular customers and allows lenders to manage their referral relationships with their post-closing survey administration system.
Users of Encompass CRM report success with ICE companies that say their clients have delivered 102 percent growth in converted prospects while having 300 percent success with bought loans.
Pricing, Customer Base, and Limitations
Encompass CRM is available to Encompass LOS customers as a custom-priced add-on. The pricing for Encompass LOS is based upon a per user and click rate.
The add-on pricing structure will result in unreasonable costs.
- The integration fees range from $3,000 – $15,000 (Estimated and factor dependent)
- The standard practice for contracts is to sign a contract for several years.
Point to be noted: Encompass CRM is designed for use only by those companies that use the Encompass system.
Strengths and Weaknesses
Strengths: It fully integrates with mortgage operating systems. The mechanism of this mortgage automation CRM provides workflows specific to the mortgage industry; with one database.
It enables companies to manage their referral partners and their marketing activities through automated one-to-one marketing.
Weaknesses: Encompass has a restricted content library which provides only basic marketing automation features.
The most common complaints about Encompass CRM are:
- It has an awkward user experience
- It requires users to have support personnel
- The system’s marketing automation does not compare to the other independent CRM systems.
Total Expert
Company Overview
Total Expert is a U.S.-based fintech company that provides a purpose-built CRM and customer engagement platform for mortgage lenders, banks, and financial institutions.
The company started operations in 2012 from its Minneapolis headquarters to support lenders in managing customer relationships from lead generation until their complete retention.
The Customer Intelligence engine serves as Total Expert’s main strength because it uses data together with insights to find new business opportunities.
Differentiators:
The following list highlights just some of the factors that differentiate Total Expert:
- Multi-channel Journey-based Campaigns
- Compliance First Architecture: RESPA, TCPA, CCPA, CAN-SPAM
- Co-Marketing Tools For L/O Referral-Partner Relationships
- AI Sales Assistant for Mortgage Workflows
Market Share and Customers
Total Expert assists over 200 financial institutions that serve some 47000 users and manage over 21 million mortgage loans.
This represents 36 percent of the total volume of mortgage loans in the United States.
Their notable clients include Prosperity Home Mortgage, Envoy Mortgage, Planet Home Lending, Wintrust, Finance of America and Canvas Credit Union.
Pricing and Contracts
The cost of this service is $69 per month per user. It scales to its chosen features and users. The costs associated with implementation projects range from $5000 to $50000.
Compliance, and Integrations
This mortgage CRM software is SOC 2 compliant. It stores your data at ISO-certified AWS data centers. It supports both Single Sign-On and Multi-Factor Authentication.
Total Expert complies with the National Institute of Standards and Technology (NIST) requirements.
It interfaces with a number of LOS’s such as Encompass, Empower, BytePro and MeridianLink and virtual testing Optimal Blue and Mortech.
Strengths and Weaknesses
Strengths:
- Exceptional Customer Intelligence
- Enterprise-level capabilities
- 4.4/5 rating
- The software serves mid-size, large IMBs banks and credit unions.
Weaknesses:
- Pricing system lacks clarity
- Long implementation time which results in User Interface issues for some customers.
- Customer support response times can be slow.
Read also -> Top 7 Mortgage LOS Systems
Salesforce Financial Services Cloud
Company and Product Overview
Salesforce started in 1999 and is the world’s original CRM software provider. They currently have more than 73,000 customers in over 26 countries and are the largest CRM software provider in the world.
In 2016, Salesforce released their Financial Services Cloud, offering financial services.
These include:
- Memorial for the borrower’s address and income
- A 1003 Residential loan application
- Tracking of documents related to the loan and approval process
- Predictive analytics using Einstein AI
- OCR Automated document extraction using NLP techniques.
Pricing
- Enterprise Edition – $325/user/month
- Agentforce Unlimited + AI fees charged at $750 per agent as an additional cost
- Digital Lending – $520,000/organization/year
- Process Compliance Navigator – $60,000/organization/year
- Success plan with an Integrator partner – may cost $50,000 or more than $500,000
- Success plans are charged at 30% of the license fee.
- Services for Marketing Cloud, MuleSoft and Shields are charged separately.
- These are all on a 3 year contract.
- 30-day free trial available.
Security, Compliance
Salesforce, a mortgage CRM, is now SOC 1, SOC 2, ISO 27001 and FedRamp compliant. It can be compliant with KYC/AML, TRID, Regulation X, Salesforce Shield (field level encryption), MFA, role-based access and full audit trail.
Strengths:
It can build and create complex workflows using MuleSoft and REST/SOAP API.
One of the best CRM platforms for lenders, Salesforce currently has an average rating from G2 of 4.2 – 4.4 (out of 5) for how well it satisfies the larger banks, credit unions and most other financial institutions.
Weaknesses:
FSC, given its pricing, will be out of reach for most small independent mortgage bankers and brokers.
Awesome Technologies Inc. CRM
Company Overview
Awesome Technologies Inc. is a technology company that provides mortgage software and other customer relationship management software systems, as well as digital transformation services for mortgage lenders. It provides technology and services to help mortgage lenders manage their business efficiently and effectively.
Product Details — CRM for Mortgage Lenders
Awesome Technologies has a mortgage-specific CRM system that assists lenders in managing the entire loan cycle, from generating leads to engaging in post-closing activities with borrowers.
While other CRMs can be used for a range of industries, Awesome Technologies Inc. has a CRM from the ground up to manage the mortgage process.
Key Highlights
- Centralized borrowing and leasing in one database
- Representation of the entire life cycle of a loan
- Connections to loan origination systems
- Scalable for growing teams
The CRM provides one record of truth for handling data, communications and work processes through one system.
Core Capabilities and Features
CRM functions as automation, integration and managing relationships:
- Lead/Pipeline Management – Trace the history from the first inquiry till closing.
- Work flow Automation – Automatically complete work tasks and follow-up with the lead.
- Marketing Automation – Run business development and marketing campaigns.
- LOS Integration – Real time connection of data between loan origination systems.
- Communication Tracking – Store full communication history for each lead.
- Reporting/Analytics – Review lead performance and lead conversion metrics.
- Custom Integrations – Allows third-party vendors to connect to the CRM through APIs.
Business Impact and Use Cases
The CRM improves your efficiency and customer experience.
Common Use Cases
- Track and manage leads
- Automate follow up processes
- Enhance your team’s ability to work together
- Track your borrower’s journey
- Build solid relationships with referral partners.
Provide your lenders with a way to process more loans without losing service.
Customer Base and Adoption
Companies of all types are using Awesome Technologies.
It is ideal for:
- Growing lenders
- Teams needing workflow visibility
- Organizations focused on borrower engagement
The CRM platform supports both simple and complex operations.
Key Strengths
- Built on industry best practice
- Provide strong integration capability
- Automation results in an efficient work process
- Scalable architecture
Compared to generic CRMs, Awesome Technologies Inc. provides a better fit with the lending process, as well as lowering the complexity of using the program.
Shape CRM
Company Overview
Shape Software LLC is a California based software company that provides CRM systems solely for the mortgage industry.
Details:
- Established in the year 2007
- Is a privately held business
- Estimated employee count of 28 to 51
- A projected revenue for the current year of $25,000,000 to $50,000,000.
Product Details
Shape provides a general purpose CRM system for use by mortgage lenders
It includes:
- Pre-configured templates
- Integrations
- CRO optimized landing pages
- 10DLC/DNC compliance
- Pre-built mortgage marketing content for QM and non-QM loans.
Shape’s pricing is $99-$119/user/month with no fees for the software or installation.
Integrations and Customer Base
Shape, one of the mortgage CRM platforms USA, has detailed integrations with Encompass (both the Bankers Edition and the Developer Connect) and LendingPad.
Actually, Share also provides API access to their technology platform.
It has a rating of 4.3 out of 5 (based on 88 reviews) on G2 and 4.2 out of 5 (based on 44 reviews) on Capterra.
BNTouch Mortgage CRM
Company Overview
Founded in 2004, BNTouch Inc. is your primary resource for mortgage CRM software, and other services through our corporate office located in Beaverton, Oregon.
BNTouch is a private corporation with an estimated 20 employees, and an approximate $1,000,000 in annual revenues.
It was founded by Yuri Polukeev, who has been involved in the company’s business for over 20 years as its co-founder.
Product Details
BNTouch is a Mortgage Software as a Service (SaaS) solution for the Loan Officer and Mortgage Broker marketplace.
They offer three pricing tiers:
- Individual ($148-$165/month/user)
- Team ($79-$95/month/additional user).
- The registration fee can be anywhere from $79 to $125, depending on what service options you choose.
It includes:
- BNTouch’s 35+ proprietary tools
- 180+ pre-built marketing pieces (email)
- Unlimited customized marketing video campaigns
- Bilingual borrower portal
- Mobile application
Add-on Features:
- Text/voice marketing
- e-signature options
- Website builder ($35/month)
Integrations and Market Position
- Encompass & LendingPad (with two-way access)
- MeridianLink
- Floify
- Calyx Point
- Fannie Mae 3.2 export formats
Lead sources are:
- Zillow & Free Rate
- Access to an API is available
G2 has rated BNTouch at 4.6 out of 5 based on 62 reviews which is the highest rated mid-range mortgage CRM.
Weakness of BNTouch includes:
- An outdated UI
- Quarterly freeze ups
- Limits on pipeline customization
- Record limits on lower tier packages.
BNTouch is better suited for individual loan officers as well as smaller to mid-sized brokerages that want to use multi-channel marketing, especially through video campaigns.
Whiteboard CRM
Company Overview
Whiteboard CRM operates as a software-as-a-service company from its base in the United States to deliver a customer relationship management solution that meets the requirements of the residential mortgage sector.
The company started in 2014, operated from its main office in Oklahoma City to help loan originators, brokers and lenders directly handle customer relationships.
Whiteboard CRM has its “Mortgage Playbook” as a main competitive advantage because it provides ready-to-use marketing materials, operational templates and customer contact systems.
Product and Pricing (Audium-era)
The Loan Officer Based Mortgage Related CRM Provides powerful resources to lenders through:
- Pre Configured Campaigns/Emails
- Call Scripts
- AI Propensity Modelling
- AI Driven Personas
- No Code Automation
- Uses Google Cloud Technologies.
The service is $1399/User Annually ($117/month) or $139/user/month plus $299 for Setup (Minimum 3 Users Required).
There are supplemental charges linked with optional Deluxe Marketing features.
Some of the famous customers are:
- Rapid Mortgage
- Better/Neo Home Loans
- Service First Mortgage
- First Option Mortgage
Strengths and Weaknesses
Advantages:
- Pre-built home loan processes
- Automated milestones
- Canva integration
- SOC2 compliance
Disadvantages:
- System bugs
- Slow page load times
- Product direction will be uncertain
- Fragmented historical data
HubSpot CRM
Company Overview
Hubspot, Inc. was founded in 2006. It is one of the largest general-purpose CRMs in the world. The company has about 8000 Employees and is situated at approximately $2.6 billion dollars a year in revenue.
There are a number of companies such as Castle, Cooke Mortgage and Smartfi Home Loans that can utilize Hubspot and create a work flow process specifically for mortgages.
Product Details and Pricing
Hubspot has both:
- A free version:(up to 1M contacts; 2 seats)
- Paid versions Starter($15-$20 per seat/month),
- Sales Hub Professional ($100/Seat/Month + $1,500 onboarding)
- Sales Hub Enterprise ($150/Seat/month + $7,000 onboarding).
- Marketing Hub Professional at $890/month
- $3,000 for Onboarding
Strengths and Weaknesses
Pros
- User-Friendly Interface
- Strong Free Plan
- All-in-One Platform
- Powerful Marketing Automation
- Excellent Integrations
- Educational Resources
Cons
- Expensive at Scale
- Limited Customization
- Contact-Based Pricing Model
Pipedrive
Company Overview
Pipedrive is a company based out of New York City and was created ten years ago. Currently they have over 100 thousand customers worldwide and employ almost 900 individuals who generate approximately $207 Million per year.
This mortgage CRM automation platform is best suited for independent loan officers (LOs) or small mortgage brokerages that need simple methods for tracking their deals.
Product Details and Pricing
- It includes an easy to use visual pipeline, mobile application, and artificial intelligence (AI) sales assistant called Nora.
- Their overall pricing structure ranges from $14 per seat/month (Lite version) to $69 – $79 per seat/month (Ultimate version). They offer a 14-day free trial.
Strengths and Weaknesses
Some positive attributes of Pipedrive would be:
- The product is easy to use
- Very reasonable pricing
- Can be implemented quickly.
Weaknesses:
- Lack of Loan Origination System
- (LOS) integrations
- Lack of Compliance Tools for Mortgages (like pre-approvals)
- Lack of Lead Source for Mortgages
- Limited Reporting Functionality
Copper CRM
Company and Overview
Founded in 2012-2013, Copper CRM, Inc. has received approximately $100 million in investment from GV.
It has slightly over 250 to 300 employees and approximately 25,000 to 30,000 total subscribers.
Information About The Product and Pricing
Copper is a Google Workspace-native CRM ($9-99 per user per month) with a 14-day free trial.
As part of this design, Copper auto-populates Gmail contacts and lives within the Google ecosystem.
Strengths and Weaknesses
Strengths:
Deep integration with Google Workspace, minimal administrative burden/effort, reasonably easy to use.
Weaknesses:
No mortgage specific functions/features, lack of integrations with an LOS or mortgage leads, only compatible with Google Workspace.
Follow Up Boss (CRM)
Company Overview
Founded in 2011 and acquired by Zillow Group in 2023 ($400+ million and $100 million in earnouts), Zillow Loans serves 100,000+ real estate agents.
Product Details and Pricing
Includes a ‘lender’ function that allows mortgage loan officers to collaborate with real estate teams.
Prices range from $58 to $69 per user per month (Grow) to $833 to $1,000 per month for a platform of 30 users.
14-day free trial and no-contract purchases are available.
Strengths and Weaknesses
Strengths include collaboration between real estate professionals and LOs, integration with Zillow Home Loans, and compliance with SOC 2 & 3.
Weaknesses include not being a standalone mortgage CRM, limited functionality for LOs, and not allowing admins access to reports or settings.
Mortgage iQ CRM
Company Overview
Mortgage iQ is an enterprise-focused, long-term mortgage CRM. It has very little online presence, as well as a small staff.
Product Details and Pricing
Mortgage iQ offers the following features:
- Lead management
- Online loan application
- Drip marketing
- Two-way texting
- Business planning
The pricing is customizable and expensive for enterprise-focused customers, but it is best for companies with more than 50 users.
Strengths and Weaknesses
Strengths: Its ability to configure workflows for enterprise needs, and it has been around quite some time.
Weaknesses: Limited documentation and no security certification has been demonstrated; and integration with other systems is limited.
SimpleNexus / nCino
Company Overview
nCino (NASDAQ: NCNO) completed an acquisition of SimpleNexus for $1.2B.
It has a workforce of approximately 1,833 employees and serves more than 300 independent mortgage banks (IMBs), 80-plus banks and credit unions, and over 41,000 loan officers (LOs).
Product Details and Pricing
The mortgage CRM platform USA is mostly intended for point-of-sale and digital mortgage locations.
Enterprise pricing is based on price per institution, and many other factors may affect pricing.
Strengths and Weaknesses
Positives – Solid point of sale, good borrower engagement, large enterprise deployment, 4.5/5 via Capterra, 4.7/5 ease of use.
Negatives – Does NOT serve as a stand-alone CRM, declining performance levels since being sold to the new owner(s), costly enterprise licence fees, limited functionality as it relates to mortgage CRMs.
Other Notable Mortgage CRMs Worth Tracking
| Name | Function |
|---|---|
| Insellerate | Provides mid-sized lenders with a CRM solution that enables them to handle lead management, call making, and marketing campaign execution from a single platform. |
| Bonzo | Serves as a communication-centered CRM solution that modern loan officers use to send text messages, emails, and video messages while engaging in AI-based communication |
| Usherpa | Provides lenders with a platform which enables them to maintain client relationships while increasing their business through customer referrals. |
| Zeitro | Functions as an AI-driven mortgage solution which offers Non-QM regulation management, digital application processing, document scanning capabilities, and free access to its basic functions. |
| Big Purple Do | Functions as a CRM system which integrates AI capabilities through ChatGPT while assisting users with their recruitment needs and team development efforts. |
| Cimmaron Mortgage Manager | Serves as a reliable CRM solution which has maintained its presence in the mortgage sector for many years because of its dependable performance. |
| OptifiNow | Provides a comprehensive CRM system which enables lenders to operate multiple channels while delivering excellent customer support through its onboarding process and various support mechanisms. |
| Nutshell | Offers small businesses an economical CRM solution that features straightforward pricing, no initial costs, and a free trial period, which can be customized for mortgage applications. |
To Conclude
The mortgage CRM sector is heavily tilted towards purpose-built platforms versus generic CRMs. The three standout competitors in the space: Surefire (ICE), Total Expert, and Salesforce Financial Services Cloud are positioned within their own area of focus and have distinct competitive advantages.
For lenders looking for a way through this graphical maze, selecting a mortgage CRM with lending benefits is about more than a collection of digital tools.It can accelerate growth, provide for regulatory compliance, and create an improved customer experience.
Investing in the right system today can help produce measurable future success as well. Therefore, CRM selection should be an absolute requirement for lenders that want to remain fast-forward in a rapidly changing and technology-driven business model.
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FAQs
1. How To Choose The Best Mortgage CRM?
Select a CRM system which meets your operational requirements through its ability to connect with your systems and enable automatic processes. It should establish connections with your loan processing software while handling lead management and executing automated customer outreach. A good CRM needs to be user-friendly.
2. How Is CRM Transforming The Mortgage Industry?
The automated systems of CRM technology enable mortgage processes to become more efficient and organized. It unifies all information into a single database which decreases the need for manual tasks while providing lenders with tools to make better decisions in less time.
3. How CRM Improves Mortgage Customer Experience?
CRM technology helps customers because it enables staff members to deliver faster service while creating tailored experiences. It provides borrowers with instant information about their loan status which helps maintain transparency throughout the lending process.
