Best CRM for Mortgage Lenders in 2025: Compare 30+ Top Platforms

Looking for the best CRM for mortgage lenders? You’re not alone. With borrower expectations rising and competition fierce, having the right customer relationship management (CRM) platform is no longer optional—it’s a growth lever.

Whether you’re a solo loan officer or managing a multi-branch operation, this comprehensive mortgage CRM comparison will help you find a solution that fits your workflow, marketing style, and tech stack.

What Makes a Great Mortgage CRM?

The best mortgage CRMs help you:

  • Track and nurture leads automatically
  • Communicate across text, email, and phone
  • Automate drip campaigns and borrower outreach
  • Integrate with LOS, POS, and email platforms
  • Stay compliant while building long-term relationships

Some CRMs are built specifically for the mortgage industry, while others are general-use platforms adapted by lenders.

Mortgage CRM Comparison Table

CRM
Best For
Key Features
Type
Aidium Enterprise lenders Custom workflows, reporting, LO-centric design Mortgage-specific
Bonzo High-touch outreach Personalized automation via text/email/video Mortgage-specific
Jungo Salesforce users Deep customization, marketing automation Mortgage-specific
Usherpa Relationship marketing Automated nurture campaigns, realtor integrations Mortgage-specific
Shape All-in-one teams Built-in dialer, text, client portal Mortgage-specific
Insellerate Scalable growth teams Multichannel marketing, lead management Mortgage-specific
Total Expert Enterprise marketing + compliance Co-branded marketing, compliance workflows Mortgage-specific
HubSpot Tech-savvy LOs & marketers Marketing automation, sales pipelines General-use
Zoho CRM Budget-conscious teams Affordable, flexible with strong integrations General-use
Salesforce Large orgs with dev resources Fully customizable, requires setup General-use

10 Standout Mortgage CRMs You Should Know

1. Aidium

A powerful CRM with a clean UI and strong reporting, built specifically for mortgage teams. Great for LOs who want personalization with enterprise visibility.

2. Bonzo

Ideal for LOs who prioritize real-time conversations. Known for its slick automation across SMS, email, video, and more.

3. Jungo

Built on Salesforce, Jungo offers deep customization for seasoned teams and integrates tightly with LOS tools.

4. Shape Software

An all-in-one solution with built-in calling, texting, and client portals—great for teams wanting fewer third-party tools.

5. Usherpa

Focused on marketing automation and long-term relationship building, Usherpa excels at client retention and referral generation.

6. Insellerate

A robust system with built-in marketing and lead distribution capabilities. Built by mortgage pros for mortgage pros.

7. Total Expert

Perfect for enterprise lenders who need co-marketing, compliance, and strong analytics wrapped in a modern UI.

8. HubSpot

A popular all-in-one platform used by tech-forward mortgage shops that want a modern CRM with lead gen and email tools.

9. Zoho CRM

A cost-effective option for smaller shops or teams with limited budgets and development needs.

10. Salesforce

The most customizable CRM on the market, ideal for large institutions—but expect a heavier lift to implement.

Other Mortgage CRM Platforms Worth Exploring

These platforms also serve various niches within the mortgage industry. While they may not be as well-known, many have strong feature sets:

  • inflooens – Salesforce-powered platform with automation and AI underwriting
  • OptifiNow – Tailored for multiple lending channels with “white glove” onboarding
  • BNTouch – Longtime mortgage CRM with strong automation features
  • LoanOfficer.ai – AI-powered CRM with document tools and marketing automation
  • Surefire by ICE – Part of the Encompass ecosystem, strong for marketing and compliance
  • RADCRM – Streamlined for loan officer + realtor collaboration
  • NextWave CRM – Customizable platform with a focus on lead nurturing

And many more: Aduvo, Big Purple Dot, MLOFLO, Mortgage Halo, LeadMailbox, Velma, Velocify, Candid, Cimmaron, LoanMore CRM, Pipedrive

See all the profiles

How to Choose the Right Mortgage CRM

Ask yourself:

  • Do I need deep integrations? Look at Jungo, Total Expert, or Shape.
  • Is ease of use the top priority? Try Bonzo or Usherpa.
  • Do I want strong marketing tools? Consider HubSpot, Insellerate, or Surefire.
  • Am I focused on relationship-building? Usherpa and BNTouch stand out.
  • Need a budget-friendly option? Zoho and Pipedrive are worth a look.

Final Take: Which Mortgage CRM Is Best?

There’s no single “best” CRM—only the best one for your business. Start by identifying your core needs: marketing, pipeline visibility, ease of use, integrations, or scalability. Then use this list to shortlist 3–5 options and request a demo.

Want to explore deeper? Head over to the CRM page  to compare platforms and read verified reviews.

 

Published: 5/28/25