Quick Overview
- 1#1: Jungo - AI-powered CRM and marketing automation platform designed specifically for mortgage loan officers to manage leads and close deals faster.
- 2#2: Surefire CRM - Local marketing, SEO, and CRM solution tailored for mortgage professionals to generate and nurture leads effectively.
- 3#3: LendingWise - All-in-one CRM, loan origination, and pipeline management software built for mortgage brokers.
- 4#4: Shape - Comprehensive CRM and lending platform that streamlines mortgage origination and client management for lenders.
- 5#5: Mortgage Automator - Cloud-based CRM and automation tool customized for mortgage brokers to handle leads, documents, and compliance.
- 6#6: Floify - Digital mortgage workflow platform with integrated CRM features to enhance borrower communication and experience.
- 7#7: Salesforce Financial Services Cloud - Enterprise CRM with mortgage-specific modules for managing client relationships, compliance, and sales pipelines.
- 8#8: HubSpot CRM - Inbound marketing and sales CRM adaptable for mortgage teams to track leads and automate nurturing.
- 9#9: Pipedrive - Visual sales pipeline CRM suitable for mortgage professionals to organize deals and forecast accurately.
- 10#10: Zoho CRM - Affordable, customizable CRM with strong integrations for mortgage businesses to manage contacts and workflows.
Tools were selected based on key metrics: depth of lead nurturing and pipeline management features, user experience, compliance strength, integrative capabilities, and overall value to help teams close deals faster and manage operations more effectively.
Comparison Table
This comparison table explores leading mortgage CRM software, including Jungo, Surefire CRM, LendingWise, Shape, Mortgage Automator, and more, to assist in evaluating tools for streamlining workflows and improving client engagement. Readers will discover key features, integrations, and usability to identify the best fit for their specific business requirements.
| # | Tool | Category | Overall | Features | Ease of Use | Value |
|---|---|---|---|---|---|---|
| 1 | Jungo AI-powered CRM and marketing automation platform designed specifically for mortgage loan officers to manage leads and close deals faster. | specialized | 9.8/10 | 9.9/10 | 9.5/10 | 9.6/10 |
| 2 | Surefire CRM Local marketing, SEO, and CRM solution tailored for mortgage professionals to generate and nurture leads effectively. | specialized | 9.1/10 | 9.5/10 | 8.2/10 | 8.7/10 |
| 3 | LendingWise All-in-one CRM, loan origination, and pipeline management software built for mortgage brokers. | specialized | 8.7/10 | 9.2/10 | 8.5/10 | 8.3/10 |
| 4 | Shape Comprehensive CRM and lending platform that streamlines mortgage origination and client management for lenders. | specialized | 8.7/10 | 9.1/10 | 9.0/10 | 8.2/10 |
| 5 | Mortgage Automator Cloud-based CRM and automation tool customized for mortgage brokers to handle leads, documents, and compliance. | specialized | 8.3/10 | 8.7/10 | 8.1/10 | 7.9/10 |
| 6 | Floify Digital mortgage workflow platform with integrated CRM features to enhance borrower communication and experience. | specialized | 8.7/10 | 9.1/10 | 9.3/10 | 8.4/10 |
| 7 | Salesforce Financial Services Cloud Enterprise CRM with mortgage-specific modules for managing client relationships, compliance, and sales pipelines. | enterprise | 8.2/10 | 9.1/10 | 6.7/10 | 7.4/10 |
| 8 | HubSpot CRM Inbound marketing and sales CRM adaptable for mortgage teams to track leads and automate nurturing. | enterprise | 7.8/10 | 7.2/10 | 9.1/10 | 9.0/10 |
| 9 | Pipedrive Visual sales pipeline CRM suitable for mortgage professionals to organize deals and forecast accurately. | enterprise | 7.2/10 | 6.5/10 | 9.2/10 | 8.1/10 |
| 10 | Zoho CRM Affordable, customizable CRM with strong integrations for mortgage businesses to manage contacts and workflows. | enterprise | 7.2/10 | 6.5/10 | 8.0/10 | 9.1/10 |
AI-powered CRM and marketing automation platform designed specifically for mortgage loan officers to manage leads and close deals faster.
Local marketing, SEO, and CRM solution tailored for mortgage professionals to generate and nurture leads effectively.
All-in-one CRM, loan origination, and pipeline management software built for mortgage brokers.
Comprehensive CRM and lending platform that streamlines mortgage origination and client management for lenders.
Cloud-based CRM and automation tool customized for mortgage brokers to handle leads, documents, and compliance.
Digital mortgage workflow platform with integrated CRM features to enhance borrower communication and experience.
Enterprise CRM with mortgage-specific modules for managing client relationships, compliance, and sales pipelines.
Inbound marketing and sales CRM adaptable for mortgage teams to track leads and automate nurturing.
Visual sales pipeline CRM suitable for mortgage professionals to organize deals and forecast accurately.
Affordable, customizable CRM with strong integrations for mortgage businesses to manage contacts and workflows.
Jungo
specializedAI-powered CRM and marketing automation platform designed specifically for mortgage loan officers to manage leads and close deals faster.
Jungo Connect, enabling bi-directional integrations with top LOS systems for automated data flow and eliminating manual entry.
Jungo is a powerful CRM platform specifically designed for mortgage brokers and loan officers, offering end-to-end lead management, automated marketing campaigns, and loan pipeline tracking. It excels in integrating with leading loan origination systems (LOS) like Encompass, Blend, and BytePro for seamless data synchronization. With features like behavioral triggers, SMS/email automation, and compliance tools, Jungo helps users nurture leads, boost conversions, and streamline operations to close more loans efficiently.
Pros
- Deep integrations with major LOS platforms for real-time data sync
- Advanced marketing automation with behavioral triggers and drip campaigns
- Intuitive mobile app and robust reporting/analytics for on-the-go management
Cons
- Pricing can be steep for solo practitioners or small teams
- Steeper learning curve for advanced customization features
- Limited free trial period compared to some competitors
Best For
Mortgage brokers and loan officers seeking a comprehensive, LOS-integrated CRM to automate lead nurturing and scale their business.
Pricing
Starts at $125/user/month (billed annually) for the Pro plan, with Growth at $175/user/month and custom Enterprise pricing.
Surefire CRM
specializedLocal marketing, SEO, and CRM solution tailored for mortgage professionals to generate and nurture leads effectively.
Mortgage-compliant automated marketing sequences with built-in TPO management and borrower journey tracking
Surefire CRM is a specialized customer relationship management platform designed exclusively for mortgage professionals, including loan officers, brokers, and lenders. It streamlines lead generation, nurturing, pipeline management, and transaction tracking with mortgage-specific tools like compliance automation, LOS integrations, and digital marketing campaigns. The software emphasizes boosting conversion rates through personalized email/SMS sequences, borrower portals, and performance analytics tailored to the lending industry.
Pros
- Deep mortgage industry customization with compliance tools and LOS integrations
- Powerful marketing automation for lead nurturing and conversion optimization
- Robust analytics and reporting for tracking loan officer performance
Cons
- Steeper learning curve for new users due to extensive features
- Pricing can be high for solo practitioners or small teams
- Limited flexibility in UI customization compared to general CRMs
Best For
Mortgage loan officers and brokerages needing advanced, industry-specific automation and compliance in their CRM workflow.
Pricing
Starts at $125/user/month for basic plans, scaling to $300+/user/month for enterprise features with custom quotes available.
LendingWise
specializedAll-in-one CRM, loan origination, and pipeline management software built for mortgage brokers.
Integrated Smart Pipeline that provides real-time loan status updates, automated task assignments, and compliance alerts across the entire origination process
LendingWise is a specialized CRM and loan origination platform tailored for mortgage lenders, brokers, and credit unions. It streamlines lead management, pipeline tracking, compliance monitoring, and marketing automation within a single, mortgage-focused interface. The software offers mobile accessibility, customizable workflows, and integrations with popular LOS systems, pricing engines, and credit bureaus to enhance efficiency throughout the lending process.
Pros
- Highly tailored mortgage-specific tools like pipeline automation and compliance checklists
- Strong integrations with LOS, pricing engines, and credit pulls
- Intuitive mobile app for on-the-go loan management
Cons
- Customizable interface can have a moderate learning curve for new users
- Pricing is quote-based and may feel premium for very small teams
- Reporting features require add-ons for advanced analytics
Best For
Mid-sized mortgage brokers and lenders needing an all-in-one CRM with deep industry-specific automation and compliance support.
Pricing
Quote-based pricing starting around $125 per user per month, with tiers for features and user volume; free demo available.
Shape
specializedComprehensive CRM and lending platform that streamlines mortgage origination and client management for lenders.
AI-powered Boris assistant for automated compliance checks and personalized borrower communications
Shape is a mortgage-focused CRM platform designed for loan officers, brokers, and lenders to streamline lead management, pipeline tracking, and loan origination processes. It provides AI-driven automation, compliance monitoring, and seamless integrations with systems like Encompass and Calyx. The mobile-first interface supports on-the-go productivity with tools for texting, email campaigns, and performance analytics.
Pros
- Mortgage-specific tools like compliance alerts and LOS integrations
- Intuitive mobile app for field-based loan officers
- AI automation (Boris) for lead nurturing and follow-ups
Cons
- Pricing can be steep for solo operators
- Advanced features locked behind higher tiers
- Limited third-party app marketplace compared to general CRMs
Best For
Mid-sized mortgage brokerages and loan officers needing compliance-heavy, mobile-optimized CRM with strong integrations.
Pricing
Starts at $125/user/month (billed annually) for Pro plan; custom Enterprise pricing available.
Mortgage Automator
specializedCloud-based CRM and automation tool customized for mortgage brokers to handle leads, documents, and compliance.
Automated direct mail postcards integrated with CRM workflows for targeted borrower nurturing
Mortgage Automator is a specialized CRM and marketing automation platform tailored for mortgage brokers, loan officers, and teams to manage leads, automate outreach, and track loans from application to close. It offers drip campaigns via email, SMS, voice, and even postcards, alongside pipeline management, compliance tools, and integrations with major loan origination systems like Encompass and LendingPad. The software emphasizes regulatory compliance, such as TCPA adherence, and provides mobile access for real-time updates.
Pros
- Robust marketing automation with multi-channel support (email, SMS, postcards)
- Seamless integrations with popular LOS and strong compliance features
- Comprehensive loan pipeline and reporting tools
Cons
- Higher pricing for teams with additional setup fees
- Steeper learning curve for advanced automation setup
- Limited third-party app ecosystem compared to general CRMs
Best For
Mid-sized mortgage brokerages and loan officers seeking integrated marketing automation and compliance tools to nurture leads efficiently.
Pricing
Starts at $99/user/month for solo plans, scaling to $299+/month for teams; includes one-time setup fees of $500-$2,000.
Floify
specializedDigital mortgage workflow platform with integrated CRM features to enhance borrower communication and experience.
The interactive Borrower Portal that enables self-service document uploads, status tracking, and communication, significantly boosting applicant engagement and conversion rates.
Floify is a mortgage-focused CRM and point-of-sale (POS) platform that automates the loan origination process from application to closing. It provides pipeline management, automated disclosures, task workflows, and a secure borrower portal for real-time updates and document signing. Designed specifically for loan officers, brokers, and lenders, it integrates with major loan origination systems (LOS) like Encompass and Ellie Mae to enhance efficiency and compliance.
Pros
- Highly intuitive interface with mobile app support for on-the-go access
- Powerful automation for disclosures, tasks, and compliance reducing manual work
- Seamless integrations with popular LOS and 1,000+ partners
Cons
- Pricing can be costly for solo loan officers or very small teams
- Reporting and analytics are solid but not as advanced as enterprise competitors
- Customization options are somewhat limited compared to full-suite CRMs
Best For
Mortgage loan officers and small to mid-sized brokerages seeking a user-friendly POS/CRM hybrid to streamline origination workflows.
Pricing
Starts at $99/user/month for basic plans, with team and enterprise tiers up to $300+/user/month based on volume and features; custom quotes available.
Salesforce Financial Services Cloud
enterpriseEnterprise CRM with mortgage-specific modules for managing client relationships, compliance, and sales pipelines.
Household Relationship Mapping for unified views of borrowers, co-signers, and family financial goals
Salesforce Financial Services Cloud is a powerful CRM platform tailored for financial services, including mortgage lending, built on the Salesforce ecosystem. It enables comprehensive client management, loan origination, servicing, compliance tracking, and relationship mapping across households. The solution integrates AI-driven insights via Einstein and supports complex workflows for mortgage processes from lead to close.
Pros
- Highly customizable with extensive mortgage-specific features like loan tracking and compliance tools
- Seamless integrations with loan origination systems (LOS) and third-party apps
- Advanced AI analytics and 360-degree client views for personalized mortgage services
Cons
- Steep learning curve and complex setup requiring Salesforce expertise
- High pricing with additional costs for customizations and implementation
- Overkill for small mortgage brokers due to enterprise focus
Best For
Enterprise-level mortgage lenders and financial institutions needing scalable, highly customizable CRM with deep integrations.
Pricing
Quote-based; typically $300-$500 per user/month for Financial Services Cloud, plus setup fees starting at $50K+.
HubSpot CRM
enterpriseInbound marketing and sales CRM adaptable for mortgage teams to track leads and automate nurturing.
Free unlimited-user CRM core with seamless inbound marketing tools and 1,000+ app integrations for mortgage ecosystem connectivity
HubSpot CRM is a versatile, free-to-start customer relationship management platform designed for sales, marketing, and service teams to manage contacts, track deals, and automate workflows. In the context of mortgage CRM software, it provides customizable deal pipelines to monitor loan applications from initial contact through closing, email tracking for borrower communications, and basic reporting for pipeline visibility. While highly adaptable via integrations with mortgage-specific tools like Encompass or DocuSign, it lacks native features for loan origination, compliance tracking (e.g., TRID/RESPA), or NMLS reporting.
Pros
- Free core CRM with unlimited users and contacts
- Intuitive interface and drag-and-drop pipeline customization
- Extensive integrations marketplace for mortgage tools
Cons
- No built-in mortgage-specific features like loan tracking or compliance automation
- Advanced automation and reporting require expensive paid upgrades
- Custom workflows may need developer help for complex mortgage processes
Best For
Small mortgage brokerages or solo loan officers seeking a free, user-friendly CRM that scales with integrations rather than specialized mortgage functionality.
Pricing
Free CRM forever; Starter plans from $20/user/month, Professional from $890/month (3 users), Enterprise from $3,600/month (10 users).
Pipedrive
enterpriseVisual sales pipeline CRM suitable for mortgage professionals to organize deals and forecast accurately.
Visual, drag-and-drop sales pipeline for intuitive deal progression tracking
Pipedrive is a sales-oriented CRM platform renowned for its visual pipeline management, allowing teams to track deals, activities, and contacts through customizable stages. For mortgage CRM use, it provides solid general pipeline tracking for leads and loans but requires significant customization to handle mortgage-specific workflows. It excels in simplicity for small teams but falls short on built-in lending tools like compliance tracking or loan calculations.
Pros
- Intuitive drag-and-drop pipeline visualization
- Highly customizable fields and workflows
- Affordable pricing with strong mobile support
Cons
- Lacks mortgage-specific features like loan amortization or compliance checklists
- Limited native integrations with mortgage LOS systems (e.g., Encompass)
- Basic reporting not suited for regulatory mortgage audits
Best For
Small mortgage brokerages or teams needing a simple, visual CRM for basic lead and deal tracking without complex lending requirements.
Pricing
Starts at $14/user/month (Essential), $29 (Advanced), $49 (Professional), $99 (Enterprise); annual discounts available.
Zoho CRM
enterpriseAffordable, customizable CRM with strong integrations for mortgage businesses to manage contacts and workflows.
Blueprints for automating and enforcing mortgage sales processes with visual workflow customization
Zoho CRM is a highly customizable, cloud-based customer relationship management platform that supports mortgage businesses through adaptable pipelines, lead management, and automation workflows. It enables tracking of loan applications, client interactions, and sales processes via custom modules and integrations with tools like Zapier. While versatile for general CRM needs, it requires significant configuration to handle mortgage-specific tasks like compliance tracking or loan staging effectively.
Pros
- Affordable pricing with a free tier for small teams
- Extensive customization and automation via Blueprints
- Strong integration ecosystem including Zoho apps and third-party tools
Cons
- No native mortgage-specific features like loan calculators or LOS integrations
- Requires custom setup for compliance and pipeline stages
- Advanced customizations can involve a learning curve
Best For
Small to mid-sized mortgage brokerages or teams seeking a budget-friendly, flexible CRM that can be tailored without specialized mortgage tools.
Pricing
Free for up to 3 users; paid plans start at $14/user/month (billed annually) for Standard, up to $52/user/month for Ultimate.
Conclusion
Among the reviewed mortgage CRM tools, Jungo leads as the top choice, using AI to speed up lead management and deal closure for loan officers. Surefire CRM shines as a strong alternative for those focused on local marketing and SEO to nurture leads effectively, while LendingWise impresses with its all-in-one setup for brokers needing robust origination and pipeline tools. Each solution addresses unique needs, ensuring the right fit for diverse mortgage professionals.
Begin optimizing your mortgage workflows by trying Jungo—its AI power can help you close more deals and grow your business efficiently.
Tools Reviewed
All tools were independently evaluated for this comparison