In the mortgage industry, staying ahead of the competition is important to fulfil borrower expectations. Loan officers are expected to manage leads, track compliance, and keep communication consistent—all without any delays. Because even a late reply can cost a client.
And since no loan officer can handle all of this manually, many now rely on CRMs to stay ahead. This system gives loan officers a clear view of their pipeline, keeps compliance deadlines in check, and ensures that every borrower interaction is logged and easy to access.
We have highlighted some of the top 7 tools, and for your convenience, we’ve researched where each one has its strengths and where it shows gaps. You’ll also get to know pricing details and, most importantly, who it’s built for. Let’s get started!
Company | Best For | Main Features | Pricing |
Salesforce (Financial Services Cloud) | Large lenders with complex, multi-step sales cycles | 360-degree client view, financial profiles, referral & partner tracking, pipeline forecasting, Einstein AI for lead scoring & next-best actions | Sales Enterprise – starts at $325/user/month |
HubSpot CRM | Solo loan officers or small broker teams starting out | Clean interface, strong automation, 1,800+ integrations (Zillow, Encompass, Aircall), instant lead capture & notifications | Starter – starts at $15/seat/month |
Velocify (ICE Mortgage Technology) | Mortgage teams with high lead volume | Lead capture from 1,400+ sources, automated distribution, Dial-IQ dialer, fast email follow-ups | Basic Plan – starts at ~$60/user/month (third-party source) |
Jungo | Established mortgage teams wanting Salesforce-grade customization | Built on Salesforce, loan milestone tracking, referral partner management, co-branded marketing templates, LOS/Encompass integrations | Mortgage App – starts at $119/user/month + $299 setup fee |
Shape Mortgage CRM | Loan officers handling large volumes of online leads | AI assistant (ShapeIQ) for lead scoring, built-in calling & texting, 1,000+ marketing templates, 6,000+ app integrations (Zapier, LOS/POS) | Base Plan – starts at ~$119/user/month (third-party source) |
BNTouch Mortgage CRM | Loan officers and companies wanting an all-in-one system | Borrower & Realtor portals, 80+ automated campaigns, built-in POS, AI assistant for content, co-branded marketing | Individual Plan – starts at $165/month + $125 setup fee |
Pipedrive | Small teams needing simple pipeline visibility | Visual drag-and-drop pipeline, custom fields for loans, 500+ integrations, automatic email tracking | Lite Plan – starts at $19/seat/month (14-day free trial) |
Salesforce remains one of the most established names in the CRM industry, and its Financial Services Cloud is tailored for banking and lending. This enterprise-grade CRM is powerful, highly customizable, but also complex. In Salesforce FSC, loan officers get tools to manage detailed borrower financial profiles, track referrals and partners, and forecast pipelines with precision. It also has Einstein AI baked in for lead scoring and next-best action suggestions.
According to a vendor case study, one Canadian mortgage company, Pineapple Financial, adopted Salesforce and replaced its manual, paper-heavy processes with a digital-first approach. This shift cut application processing times by 30% and enabled the business to grow from about 100 brokers to more than 700 in just five years.
Over 150,000 companies worldwide trust this platform, including well-known names like RBC Wealth Management, PenFed Credit Union, and Holmes Murphy.
Who is this for: Large lenders with multi-step sales cycles can get real value from it. However, it might not be best for solo loan officers due to its complexity.
Pros
- Provides a 360-degree client view for personalized service
- Connects client data across systems like banking, insurance, and wealth management
- Helpful reminders and task planning tools that improve daily efficiency
Cons
- Configuration and customization can be time-consuming for smaller teams
- Some users find the interface confusing, especially when switching between modules
Pricing
Salesforce Financial Services Cloud offers subscription plans billed annually, with options available per user and per organization.
Financial Services Cloud (per user):
- Sales Enterprise: $325/user/month
- Service Enterprise: $325/user/month
- Sales and Service Enterprise: $350/user/month
- Agentforce 1 Sales: $750/user/month
Digital Lending and Collections (per organization):
- Digital Lending: $520,000/org/year
- Service Enterprise (Collections): $300/org/month
- Collections and Financial Recovery Add-on: $300/org/month (requires Financial Services Cloud)
Disclaimer: The pricing is subject to change.
HubSpot CRM software earned its name among small businesses by offering a robust free version that’s actually useful. HubSpot isn’t built specifically for mortgages, but loan officers can still take advantage of its clean interface and strong automation capabilities. To make it fit the industry, you may need to customize fields or add extensions for tracking loan types, application status, or NMLS data.
With over 1,800 integrations, you can connect your CRM to lead sources (Zillow, Encompass), LOS systems, or even a texting app. For example, you can set it up so a new lead from your website instantly triggers a text, an email series, or a task reminder – whatever your process is. Speed matters in lending, and HubSpot can notify you the moment a lead engages.
A vendor case study shows a good example of this integration in action. Insurance for Texans, an agency, adopted HubSpot to manage service at scale. Their owner, Ron Wadley, explained how the Aircall phone integration made communication seamless across the team:
‘I love the integration with our phone service, Aircall. It automatically records calls and messages through our main business number so everyone has the latest conversation details.’
Even without mortgage-specific fields, HubSpot’s strength lies in its integrations and automations, which remove the communication gaps that often delay deals. This adaptability explains why it is trusted by nearly 258,000 customers in more than 135 countries.
Who is this for: We find HubSpot is best for loan officers or brokers who want a free or low-cost start to get organized.
Pros
- Shows all customer interactions in one place, providing a clear history
- Automates follow-ups and reminders, saving time
- New leads from web forms show up in the CRM automatically
Cons
- Reports are useful but not always flexible for custom needs
- Mobile app feels limited compared to the desktop version
Pricing
For mortgage loan officers, HubSpot offers its Sales Hub module with the following plans:
For Businesses And Enterprises:
- Sales Hub Professional: $100/seat/month (Annual commitment required)
- Sales Hub Enterprise: Starts at $150/seat/month
For Individuals And Small Teams (billed monthly):
- Free Tools: $0/month
- Sales Hub Starter: Starts at $15/seat/month
- Starter Customer Platform: Starts at $15/seat/month
- Sales Hub Professional: $100/seat/month
Disclaimer: The pricing is subject to change.
Now part of ICE Mortgage Technology, Velocify is a lead management and sales acceleration platform focused on helping loan officers respond faster and follow up better. It ensures that the moment a lead comes in (whether from your website, LendingTree, Zillow, or any of 1,400+ integrated lead sources), it gets captured, distributed to the right loan officer, and worked on immediately. The platform will automatically prioritize contacts, assign them, and even trigger communication workflows. For example, you can set it so that a new online inquiry rings through the Dial-IQ dialer, the system emails the prospect within minutes.
Big names like Lennar Mortgage, Mr. Cooper, First Home Mortgage, Mann Mortgage, Waterstone Mortgage, and Gold Star Mortgage Financial Group trust this platform. That shows its credibility in the mortgage market.
Who is this for: Mortgage teams that deal with high lead volume or fast turnaround refinance campaigns will get the most value.
Pros
- Provides clear insights into lead performance and areas for improvement
- Handles large data sets effectively with strong search and recognition features
- Multiple users mention strong support and client care during implementation and usage
Cons
- Configuration can be hard to understand, especially for new users
- No bulk management tools (like removing or combining leads)
Pricing
Velocify’s plans start at $60 per user per month for a basic package.
Disclaimer: The pricing was sourced from third-party websites and is subject to change.
Jungo is a mortgage CRM built on the Salesforce platform, delivered as a pre-configured platform with industry-specific tweaks. This means when you use Jungo, you’re essentially using Salesforce under the hood (with all the reliability and power that entails), but you see screens and fields tailored to a loan officer’s workflow.
For example, Jungo has modules for loan milestones, so you can track a deal from application to processing to closing. It has referral partner tracking, which lets you manage Realtors, builders, financial advisors, etc., and see how much business each partner is sending your way. There are also templates for co-branded marketing, so you can easily send emails or create open house flyers that feature both you and a realtor partner’s info side by side.
One thing worth highlighting is Jungo’s integration capability. Because it’s built on Salesforce, it can integrate with many LOS systems (like Encompass via API, Calyx Point, etc.), and it works well with popular mortgage tools (Mortgage Coach, Floify POS, etc., often via partner integrations)
Who is this for: We recommend this software to established mortgage teams or companies that want a highly customizable, Salesforce-grade system.
Pros
- Generates detailed reports where data is accurate, useful for analysis
- Helps users stay organized with tasks, follow-ups, and client pipelines
- Built-in reminders make it easy to keep track of follow-ups and deadlines
Cons
- Marketing campaigns aren’t fully trackable
- Bulk emailing is limited, as only a set number of recipients can be included at once
Pricing
Jungo CRM offers subscription plans with the option to pay monthly and annually. All contracts require a one-time setup fee of $299. The monthly pricing tiers are:
- Jungo Mortgage App: $119/user/month
- Jungo Bundle: $149/user/month
- Jungo Enterprise: Custom pricing
Disclaimer: The pricing is subject to change.
Shape software is an all-in-one mortgage platform designed for loan officers who handle a high volume of online leads. What sets it apart is its AI assistant, ShapeIQ, which studies past deals to score and prioritize incoming prospects. In your workflow, that means having a virtual analyst who points you toward the most promising leads and away from the ones unlikely to close.
One of the best things about Shape is how much it builds into a single system. Calling and texting are native features—no need for extra phone or SMS tools—and every interaction is logged against the contact record automatically. Shape offers a large library of marketing templates—enough to launch campaigns right from the platform without needing external tools.
Another useful capability is its integrations (with 6,000 apps through Zapier) alongside direct integrations with LOS/POS platforms such as CIC Credit, LendingPad, and LendingTree. This means loan status and milestones sync back into Shape, so your pipeline always reflects the current deal status.
Even though some users mention occasional gaps in customer support, most praise the software overall — which is why more than 100,000 customers rely on this system.
Who is this for: If you don’t have a huge budget for enterprise software but need something robust with comparable functionality specifically for lending, it can be a good fit.
Pros
- Highly customizable with flexibility to adapt features for different workflows
- Handles large numbers of client messages quickly through built-in mass texting
- Offers both client relationship tracking and sales checkout features in a single package
Cons
- Does not include a built-in LOS, requiring external integration
- Initial learning curve can feel overwhelming due to the wide range of features
Pricing
The pricing for Shape Mortgage CRM starts at $119/user/month.
Disclaimer: The pricing information has been sourced from third-party websites and is subject to change.
BNTouch Mortgage CRM is an all-in-one platform that combines CRM, marketing automation, and point-of-sale (POS) for borrowers into one platform. One of BNTouch’s big promises is that you won’t need many third-party tools – as it covers almost all functions. That includes things like a borrower portal for online applications (and even a mobile app for borrowers), LO and Realtor portals, automated email/SMS/video marketing campaigns, and tracking for loans and partner relationships.
BNTouch is feature-rich including over 80 built-in automated campaigns (for different scenarios like new lead, in-process milestone updates, post-close check-ins, etc.). It even has an AI assistant to help generate content for emails or social posts, which is a newer addition.
Another valuable feature that we would like to point out is its Realtor partner portal: your real estate partners can log in to see status updates on mutual clients and even updates on co-brand marketing – which serves as a real benefit for your Realtor partners.
Over 1,000 mortgage offices rely on BNTouch, among them are NEXA Mortgage, CityFirst, and Summit Mortgage Coperation.
Who is this for: We recommend this software for those who’d rather manage one subscription than juggle five different tools (CRM, email marketing, POS portal, texting app, etc.) as this platform offers all these in one place.
Pros
- Setup videos and live tutorials make it easy to learn, even for non-technical users
- Users appreciate its live phone support that speeds up troubleshooting
- Built-in tools and templates keep tasks organized
Cons
- Users note gaps in mobile functionality
- No option to toggle follow-ups on or off per client
Pricing
BNTouch CRM offers subscription plans with different options for individuals, teams, and enterprises.
- Individual: $165/month + $125 activation fee
- Team: $190/month for 2 users ($95/user/month) + $95 activation fee/user Enterprise: Custom pricing
Disclaimer: The pricing is subject to change.
Pipedrive CRM is not a mortgage-specific CRM – and that’s actually one of its advantages. It’s a general sales CRM known for its simplicity and visual pipeline management. We included it here because some loan officers (especially independent ones or small teams) prefer its straightforward approach to tracking deals. With Pipedrive, you create stages for your loan process (e.g., lead, app in, processing, clear-to-close, closed) and then literally drag-and-drop deals as they progress. It gives a very clear snapshot of your pipeline health.
The thing about Pipedrive is that by adding custom fields (interest rate, loan type, etc.) without coding, you can tailor the CRM to your mortgage workflow. According to a vendor case study, Mybanker used the same approach, applying custom fields in Pipedrive to create a tier system that ranked leads by value. This made it easier for their team to decide which deals were worth pursuing and helped them grow faster.
It has over 500 integrations that some users suggest work smoothly within their system. And over 100,000 companies, including big names like Tiffany Largie, Air Tutors, and Lowlander Beer, use Pipedrive in their workflow.
Who is this for: It’s not built for mortgage-specific compliance or automation, but if you are a Solo loan officer or a small team and mainly need pipeline visibility at a lower cost, Pipedrive does the job.
Pros
- Live demos and assigned account managers help teams set up smoothly
- Automatic email tracking keeps records without extra manual work
- Users highlight fast responses and a helpful knowledge base
Cons
- Mobile app could be more user-friendly and intuitive
- Reporting is functional, but users feel it lacks depth without additional setup
Pricing
Pipedrive offers tiered subscription plans billed monthly, with a 14-day free trial available on all plans.
- Lite: $24/seat/month
- Growth: $49/seat/month
- Premium: $79/seat/month
- Ultimate: $99/seat/month
Disclaimer: The pricing is subject to change.
In short, Salesforce and Jungo are the right fit for larger teams that need extensive integrations and customization. HubSpot and Pipedrive work best for solo loan officers or smaller broker teams looking for a simpler start. Shape and BNTouch are solid all-in-one choices if you want borrower communication and marketing in the same system, while Velocify remains one of the strongest for speed-to-lead.
Based on our research, these are the key takeaways. If you’re still uncertain about which software fits your needs, you can explore our resource center for more details.