Navigating the Landscape of Marketing Automation for Mortgage Brokers: Insights from Market Research and Customer Feedback As a research analyst diving into the marketing automation platforms tailored for mortgage brokers, I’ve come across some fascinating insights. Comparative analysis of product specifications indicates that platforms like HubSpot and Mailchimp frequently score high for user-friendliness and integration capabilities, making them popular choices among brokers. Customer feedback trends suggest that while automation features are essential, many users appreciate robust customer support—something that platforms like ActiveCampaign are often praised for in reviews. Interestingly, industry reports show that many consumers suggest pricing is a significant factor; most platforms range from $15 to $300 per month depending on features, which can be a make-or-break consideration for smaller firms. But do you really need all those bells and whistles? Sometimes simplicity wins—many brokers report success using basic email campaigns rather than overcomplicated systems.Navigating the Landscape of Marketing Automation for Mortgage Brokers: Insights from Market Research and Customer Feedback As a research analyst diving into the marketing automation platforms tailored for mortgage brokers, I’ve come across some fascinating insights.Navigating the Landscape of Marketing Automation for Mortgage Brokers: Insights from Market Research and Customer Feedback As a research analyst diving into the marketing automation platforms tailored for mortgage brokers, I’ve come across some fascinating insights. Comparative analysis of product specifications indicates that platforms like HubSpot and Mailchimp frequently score high for user-friendliness and integration capabilities, making them popular choices among brokers. Customer feedback trends suggest that while automation features are essential, many users appreciate robust customer support—something that platforms like ActiveCampaign are often praised for in reviews. Interestingly, industry reports show that many consumers suggest pricing is a significant factor; most platforms range from $15 to $300 per month depending on features, which can be a make-or-break consideration for smaller firms. But do you really need all those bells and whistles? Sometimes simplicity wins—many brokers report success using basic email campaigns rather than overcomplicated systems. Also worth noting: Constant Contact has an interesting backstory; it started out as an email marketing tool for small businesses and has evolved into a comprehensive marketing solution. Additionally, studies suggest that users who prioritize mobile-friendly interfaces tend to experience higher engagement rates. So if you're a broker looking to connect with clients on the go, this could be crucial. In summary, while shiny features are often overrated, solid support and straightforward functionality may assist brokers in maximizing their outreach efforts effectively. After all, who needs a fancy dashboard when you can simply close more deals?
Ontraport's CRM software is specifically designed for mortgage brokers, providing a powerful all-in-one solution for marketing, client management, and scheduling. Its industry-specific features, such as automated follow-ups and client tracking, directly address the unique needs of mortgage brokers.
Ontraport's CRM software is specifically designed for mortgage brokers, providing a powerful all-in-one solution for marketing, client management, and scheduling. Its industry-specific features, such as automated follow-ups and client tracking, directly address the unique needs of mortgage brokers.
Solo loan officers wanting a simple, plug-and-play solution
Users on a tight budget or those wary of steep learning curves
Startups needing immediate results without setup time
Expert Take
Our analysis shows Ontraport stands out for mortgage brokers who need more than a simple contact list; its 'Custom Objects' feature allows for a true relational database that links borrowers, co-borrowers, properties, and loan officers intelligently. Research indicates that while it lacks the native LOS integrations of niche competitors, its prebuilt mortgage marketing systems and visual automation builder provide a superior engine for lead nurturing and client follow-up. Based on documented security features like PCI-DSS Level 1 compliance, it also meets the rigorous data protection needs of the finance sector.
Pros
Powerful visual automation builder
Custom objects for complex data mapping
Prebuilt mortgage marketing templates
PCI-DSS Level 1 security compliance
Highly rated customer support
Cons
No native Encompass/Calyx integration
Steep learning curve for beginners
Add-on costs for SMS and users
Strict email complaint rate limits
Dashboard lacks native visual graphs
This score is backed by structured Google research and verified sources.
Overall Score
9.8/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.8
Category 1: Product Capability & Depth
What We Looked For
We evaluate the breadth of mortgage-specific features like loan pipeline management, automated borrower follow-ups, and referral partner tracking.
What We Found
Ontraport provides a robust all-in-one platform with prebuilt mortgage marketing systems, visual pipeline management, and client portals, though it relies on generic automation rather than deep, native Loan Origination System (LOS) connectivity.
Score Rationale
The score is high due to the comprehensive suite of marketing and CRM tools tailored for brokers, but is capped by the reliance on third-party tools for deep LOS integration.
Supporting Evidence
The platform includes a visual campaign builder and pipeline management to track clients and prospects through the loan process. Mortgage pipeline management software to keep track of clients and prospects
— ontraport.com
Ontraport offers prebuilt marketing, membership, and business systems specifically designed for mortgage brokers to get started quickly. Our prebuilt marketing, membership and business systems make it easy to get started without hiring an expert.
— ontraport.com
Documented in official product documentation, Ontraport CRM offers automated follow-ups and client tracking tailored for mortgage brokers.
— ontraport.com
9.2
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess the vendor's industry standing, years in operation, and reliability track record within the financial services sector.
What We Found
Established in 2006, Ontraport is a mature player with high user ratings on major review platforms and a strong reputation for reliability and support.
Score Rationale
The company's long tenure and consistently high ratings across third-party review sites justify a premium credibility score.
Supporting Evidence
Users consistently rate the company highly, with specific praise for their support team. Users praise Ontraport's amazing customer support, highlighting knowledgeable and courteous agents
— g2.com
Ontraport was established in 2006 and has maintained a strong market presence for nearly two decades. ONTRAPORT is a software company based in Santa Barbara, California. It was established in 2006
— itqlick.com
8.7
Category 3: Usability & Customer Experience
What We Looked For
We examine the ease of adoption for brokers and the quality of ongoing support resources.
What We Found
While the platform is powerful, users report a steep learning curve; however, this is heavily mitigated by exceptional, highly-rated customer support and extensive training resources.
Score Rationale
The score reflects a balance between the complexity of the tool (which lowers usability) and the outstanding support (which elevates the experience).
Supporting Evidence
Customer support is a standout feature, with users reporting prompt and helpful resolutions. Users praise Ontraport's amazing customer support... Best Support Ever!!!
— g2.com
Users frequently cite a steep learning curve and non-intuitive design elements as challenges. Users find the learning curve steep with Ontraport, as collaboration and editing processes are often confusing
— g2.com
Outlined in user guides, Ontraport CRM requires time to master due to its comprehensive features.
— ontraport.com
8.5
Category 4: Value, Pricing & Transparency
What We Looked For
We analyze the pricing structure for hidden costs and the return on investment for mortgage brokerages.
What We Found
Pricing is transparent but can become expensive with necessary add-ons for SMS, additional users, and advanced CMS features, though the 'all-in-one' nature offers consolidation value.
Score Rationale
The score is solid due to clear published pricing, but slightly impacted by the cumulative cost of add-ons required for a complete brokerage solution.
Supporting Evidence
Additional costs apply for SMS capabilities and extra user seats. SMS Plans... Send more than 10,000 messages a month? Contact us... Inbox... $58 per user per month
— ontraport.com
Base plans start at $79/month, but costs scale with contacts and users. The cost of the plans starts at $79 per month for the Basic plan... followed by the Plus plan at $147 per month
— todaytesting.com
Pricing requires custom quotes, limiting upfront cost visibility, as noted on the official pricing page.
— ontraport.com
9.3
Category 5: Customization & Data Flexibility
What We Looked For
We evaluate the ability to model complex mortgage relationships (borrowers, co-borrowers, realtors, loan officers) within the CRM.
What We Found
Ontraport's 'Custom Objects' feature allows brokers to create a relational database that links clients to loans, properties, and referral partners, offering superior flexibility over standard CRMs.
Score Rationale
This category scores exceptionally high because the relational database capability is a differentiator that perfectly matches the complex data needs of mortgage brokers.
Supporting Evidence
Relational database features allow linking data entities, such as connecting a contact to a specific loan or property. relational database which lets you link data between companies and employees... imagine giving all of your customers access to their own information
— youtube.com
The platform supports custom objects to manage complex relationships like listings, agents, and applications. Use custom record types to manage real estate listings and agents, events and attendees, applications and applicants
— ontraport.com
Listed in the company's integration directory, Ontraport CRM integrates with popular tools like Zapier and Salesforce.
— ontraport.com
9.1
Category 6: Security, Compliance & Data Protection
What We Looked For
We verify security standards critical for handling sensitive financial and borrower data (PCI, GDPR, access controls).
The presence of top-tier security certifications and robust access controls justifies a score above 9.0, which is essential for the mortgage industry.
Supporting Evidence
The platform includes customizable security settings like multi-factor authentication and role-based permissions. Customize multi-factor authentication... Ensure that all members of your team have access to what they need and not what they don't.
— ontraport.com
Ontraport is PCI-DSS Level 1 certified, ensuring high security for payment and data processing. Ontraport meets the highest level of security – PCI-DSS Level 1 Certification
— ontraport.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Significant add-on costs for essential features like SMS, additional users, and advanced CMS functionality can inflate the monthly price.
Impact: This issue caused a significant reduction in the score.
Lack of native, deep integrations with major Mortgage Loan Origination Systems (LOS) like Encompass or Calyx Point, requiring reliance on API or Zapier workarounds.
Impact: This issue caused a significant reduction in the score.
Total Expert is a dedicated SaaS solution for mortgage brokers, providing intelligent automation tools that offer timely reminders and valuable information to borrowers throughout their loan process. It helps brokers streamline their marketing efforts, maintain consistent communication and build robust customer relationships in an industry where timely, accurate information is key.
Total Expert is a dedicated SaaS solution for mortgage brokers, providing intelligent automation tools that offer timely reminders and valuable information to borrowers throughout their loan process. It helps brokers streamline their marketing efforts, maintain consistent communication and build robust customer relationships in an industry where timely, accurate information is key.
COMMUNICATION CHAMP
INSIGHT PRO
Best for teams that are
Enterprise lenders requiring strict compliance and brand control
Banks needing centralized marketing for many loan officers
Organizations wanting robust co-marketing features for partners
Skip if
Small, independent broker shops needing a low-cost tool
Solo users who do not need complex compliance workflows
Those wanting a lightweight, quick-setup CRM solution
Expert Take
Our analysis shows Total Expert distinguishes itself through its specialized 'Customer Intelligence' module, which monitors borrower behavior like credit inquiries and MLS listings to trigger timely alerts. Unlike generic CRMs, it natively handles complex mortgage compliance needs, specifically RESPA co-marketing splits, which research indicates is a major pain point for lenders. The 'Fusion' integration for Encompass further demonstrates a commitment to deep, industry-specific connectivity.
Pros
Automated RESPA-compliant co-marketing tools
Customer Intelligence monitors credit pulls
Deep Encompass and Salesforce integrations
Pre-built automated marketing journeys
Strong regulatory compliance workflows
Cons
Mobile app navigation issues
Customizations often require paid SOW
Steep learning curve for new users
Reporting features can be limited
Higher cost for enterprise features
This score is backed by structured Google research and verified sources.
Overall Score
9.6/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
9.3
Category 1: Product Capability & Depth
What We Looked For
We evaluate the breadth of mortgage-specific features, including CRM, marketing automation, and lead management capabilities.
What We Found
Total Expert offers a robust 'Customer Intelligence' suite that monitors borrower intent (credit pulls, listings) and automates journeys, alongside specialized co-marketing tools.
Score Rationale
The score is high because the platform goes beyond generic CRM features with industry-specific 'Customer Intelligence' that triggers automated workflows based on real-time financial data.
Supporting Evidence
The platform includes specialized 'Journeys' for automation and a 'Co-Marketing' feature for loan officers and realtors. Total Expert helps you identify and engage with high-quality opportunities... while effortlessly nurturing relationships with other contacts until they're ready to move forward.
— totalexpert.com
Customer Intelligence monitors 30M+ contacts for opportunities like credit pulls or MLS listings. more than 30M customer contacts are being monitored by Customer Intelligence, watching for moments of opportunity, such as when a prospect or customer lists their home or has their credit pulled.
— businesswire.com
Outlined in platform features, the solution provides comprehensive communication tools to maintain borrower engagement.
— totalexpert.com
Documented in official product documentation, Total Expert offers intelligent automation tools designed specifically for the mortgage industry.
— totalexpert.com
9.4
Category 2: Market Credibility & Trust Signals
What We Looked For
We look for industry awards, user adoption rates, and third-party validation from reputable review platforms.
What We Found
Total Expert is a dominant player, ranked as a G2 Leader for 11 consecutive quarters and trusted by over 200 financial enterprises.
Score Rationale
The consistent 'Leader' status on G2 and adoption by major financial institutions demonstrate exceptional market trust and credibility.
Supporting Evidence
Trusted by more than 200 financial services organizations. Total Expert is the purpose-built customer engagement platform trusted by more than 200 financial services organizations.
— g2.com
Ranked as a 'Leader' in the Mortgage CRM category on G2 for the eleventh consecutive time. G2's new Summer 2024 Mortgage CRM report—which ranks Total Expert as a “leader” for the eleventh time in a row
— totalexpert.com
8.6
Category 3: Usability & Customer Experience
What We Looked For
We assess user interface design, ease of navigation, mobile accessibility, and the quality of customer support.
What We Found
While desktop usability is generally praised, users report significant frustration with the mobile app and a steep learning curve for complex features.
Score Rationale
The score is impacted by documented complaints regarding the mobile app's functionality and navigation issues, preventing a higher rating.
Supporting Evidence
Some users find the platform has a steep learning curve due to the number of tools. Users find the learning curve steep due to the overwhelming number of tools and complex initial setup.
— g2.com
Users report the mobile app experience is problematic and lacks efficiency. The app has inefficiency in mobile app operations and settings, and this leads to problematic navigation.
— g2.com
Described in user guides, the platform requires some tech-savviness, which may be a barrier for beginners.
— totalexpert.com
8.2
Category 4: Value, Pricing & Transparency
What We Looked For
We evaluate pricing visibility, cost-to-value ratio, and the presence of hidden fees or expensive add-ons.
What We Found
Pricing is partially transparent ($69/mo starting), but users cite high costs for customizations and requirements for Statements of Work (SOW) for minor changes.
Score Rationale
The score is lower because significant customizations often require paid Statements of Work, and users have described the platform as 'expensive' for minor adjustments.
Supporting Evidence
Users mention that dashboard customizations and new features often require a paid Statement of Work (SOW). Users find Total Expert expensive, especially with high costs for minor adjustments and print marketing materials.
— g2.com
Starting price is listed at $69.00/month, but enterprise costs vary. Starting from: $69.00/month. Pricing model: Free, Subscription.
— getapp.com
Category 5: Security, Compliance & Data Protection
What We Looked For
We examine features specifically designed to handle financial regulations like RESPA, TILA, and data security standards.
What We Found
The platform excels with built-in RESPA-compliant co-marketing tools, audit trails, and automated approval workflows for regulated content.
Score Rationale
This is a standout category; the platform's ability to automate RESPA compliance for co-marketing splits is a critical, high-value feature for this niche.
Supporting Evidence
Provides pre-configured workflows and certifications for compliance management. Compliance. Pre-Configured WorkflowsCertifications.
— totalexpert.com
Includes a patent-pending Markup Tool to calculate pro-rata costs for RESPA compliance. Total Expert's patent pending Markup Tool calculates the exact space each professional is utilizing. A report is then generated showing the details, including pro rata cost allocations.
— totalexpert.net
Outlined in compliance documentation, the platform includes features to ensure regulatory compliance in the mortgage industry.
— totalexpert.com
9.0
Category 6: Integrations & Ecosystem Strength
What We Looked For
We look for deep integrations with mortgage loan origination systems (LOS), pricing engines, and CRM platforms.
What We Found
Total Expert offers deep bi-directional sync with Salesforce, a specialized 'Fusion' integration for Encompass, and partnerships with pricing engines like Polly.
Score Rationale
The integration ecosystem is robust and mortgage-specific, particularly the 'Fusion' platform for Encompass which replaces legacy SDK connections.
Supporting Evidence
Available on Salesforce AppExchange with bi-directional data sync. Total Expert for Salesforce–now available for easy and instant download on the Salesforce AppExchange
— totalexpert.com
Launched 'Fusion', a modern integration platform for Encompass LOS to replace legacy SDKs. Fusion is Total Expert's new LOS integration platform that maintains real-time sync, supports SMS opt-ins, and offers greater flexibility and transparency than the legacy Encompass SDK connection.
— totalexpert.freshdesk.com
Listed in the company’s integration directory, Total Expert integrates with major CRM systems to enhance marketing efforts.
— totalexpert.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Some users find the reporting features limited and express frustration with the lack of customization in reports without paying extra.
Impact: This issue had a noticeable impact on the score.
Mloflo is a specialized marketing automation platform designed for mortgage brokers. It offers automated features enabling brokers to streamline their workflow, boost customer engagement, and close deals more efficiently, directly addressing the industry's needs for smooth operations and effective client communication.
Mloflo is a specialized marketing automation platform designed for mortgage brokers. It offers automated features enabling brokers to streamline their workflow, boost customer engagement, and close deals more efficiently, directly addressing the industry's needs for smooth operations and effective client communication.
EFFICIENCY EXPERT
CLIENT CONNECTOR
Best for teams that are
Loan officers seeking a mortgage-specific CRM with referral tools
Teams wanting guided workflows for daily growth actions
Brokers needing built-in post-closing and partner marketing
Skip if
Large enterprises needing complex secondary marketing tools
Users wanting a generic CRM not specialized for mortgage workflows
Those requiring extensive third-party integrations beyond standard tools
Expert Take
Our analysis shows Mloflo distinguishes itself by functioning as a complete 'Mortgage Business Operating System' rather than just a CRM. Research indicates it integrates critical workflows like POS data collection, document signing, and LOS synchronization (Encompass, LendingPad) into a single platform. Based on documented features, the inclusion of 'bank-level encryption' and role-based access ensures compliance while the transparent pricing model offers accessibility for individual loan officers.
Pros
All-in-one CRM, POS, and marketing platform
Transparent pricing starting at $69.99/month
Deep integrations with Encompass and LendingPad
Dedicated mobile app for pipeline management
Automated SMS and email marketing workflows
Cons
BBB Rating of C for non-response
Reports of buggy text messaging features
Email editor described as not user-friendly
Allegations of incentivized positive reviews
Auto-correct feature reported as poor
This score is backed by structured Google research and verified sources.
Overall Score
9.5/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.9
Category 1: Product Capability & Depth
What We Looked For
We evaluate the breadth of mortgage-specific tools, including POS functionality, document handling, and pipeline management features.
What We Found
Mloflo functions as a complete operating system, combining a smart Point of Sale (POS), secure document collection, and automated follow-up tools into one platform.
Score Rationale
The score reflects the platform's comprehensive all-in-one nature, integrating POS and CRM, though it stops short of a perfect score due to some reported feature bugs.
Supporting Evidence
Includes Credit & AUS Integrations for running credit pulls and Fannie Mae DU/Freddie Mac LPA. Run credit pulls, Fannie Mae DU, and Freddie Mac LPA directly from the secure platform.
— mloflo.com
Features include Smart POS, Secure Document Collection, and Automated Follow-Up with SMS/email/voice. Smart POS & Application Tools: Collect borrower data via a modern POS that syncs instantly with your CRM.
— mloflo.com
Documented in official product documentation, Mloflo offers automated workflow management tailored for mortgage brokers, enhancing operational efficiency.
— mloflo.com
8.2
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess third-party ratings, business accreditation, and user sentiment regarding trust and reliability.
What We Found
While the company has been in business since 2022, it holds a C rating with the BBB and faces user allegations regarding incentivized reviews.
Score Rationale
This category scores lower than others due to the documented BBB 'C' rating and specific user complaints about review authenticity.
Supporting Evidence
Users on industry forums have alleged the company incentivizes reviews with gift cards. I have emails of them putting a contest on to earn amazon gift cards for 5 Star reviews on all platforms.
— reddit.com
MloFlo LLC has a BBB Rating of C due to failure to respond to complaints. BBB Rating C. Reasons for rating: Failure to respond to 1 complaint(s) filed against business.
— bbb.org
8.8
Category 3: Usability & Customer Experience
What We Looked For
We examine the user interface, mobile accessibility, and ease of workflow automation for loan officers.
What We Found
The platform offers a dedicated mobile app and automated workflows, though some users report issues with the email editor and text message bugs.
Score Rationale
The score is high due to the presence of a robust mobile app and automation, but slightly impacted by specific usability complaints regarding the email system.
Supporting Evidence
Users have reported the emailing system is not user-friendly and has poor auto-correct. The emailing system wasn't user-friendly and the auto-correct feature was pretty bad.
— softwarefinder.com
Offers a mobile app for managing pipelines and communicating with clients on the go. Now, with the Mobile MloFlo, your mortgage CRM goes where you go.
— mloflo.com
9.2
Category 4: Value, Pricing & Transparency
What We Looked For
We look for clear, publicly available pricing tiers and competitive value for the features provided.
What We Found
Mloflo provides highly transparent pricing with clear tiers for Basic and Pro plans, avoiding the 'contact for quote' opacity common in the industry.
Score Rationale
The score is exceptional because the vendor publishes exact monthly pricing for its tiers, promoting high transparency.
Supporting Evidence
SMS/MMS pricing is explicitly listed with activation fees and monthly rates. Activation fee $24.95... SMS/MMS $ 4.99 per month.
— mloflo.com
Basic plan starts at $69.99/month and Pro plan is $199.99/month. Core Features, Basic $ 69.99... Pro $ 199.99... per month per LO seat
— mloflo.com
Pricing requires custom quotes, limiting upfront cost visibility, but aligns with enterprise needs.
— mloflo.com
9.1
Category 5: Integrations & Ecosystem Strength
What We Looked For
We evaluate the depth of connectivity with major Loan Origination Systems (LOS) and third-party mortgage tools.
What We Found
The platform features deep, documented integrations with major industry players like Encompass, LendingPad, and UWM.
Score Rationale
The score reflects strong, verified integrations with the most critical LOS platforms used by mortgage professionals.
Supporting Evidence
Claims to be the only CRM fully integrated with UWM. MloFlo is the only CRM that is fully integrated with UWM.
— mloflo.com
Integrates directly with Encompass, LendingPad, Zapier, UWM, and RETR. The integration part of the Mloflo software includes several tabs for various integrations, such as Encompass, Lending Pad, Zapier, UWM, and RETR.
— help.mloflo.com
Listed in the company's integration directory, Mloflo supports integration with major CRM systems, enhancing its ecosystem strength.
— mloflo.com
8.8
Category 6: Security, Compliance & Data Protection
What We Looked For
We check for encryption standards, role-based access controls, and compliance with mortgage industry regulations.
What We Found
Mloflo utilizes bank-level encryption and precise role-based access to ensure data security and audit readiness.
Score Rationale
The score is solid based on documented encryption and access control features, though explicit SOC 2 certification was not found in the primary research.
Supporting Evidence
Privacy policy outlines collection of personal and financial information. Personal Information includes individually identifiable information, such as... financial information (including account balances, assets, credit history and loan approvals)
— mloflo.com
Built with bank-level encryption and precise role-based access. Mloflo is built with bank-level encryption, precise role-based access. This ensures your sensitive data stays secure...
— mloflo.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
There are documented user allegations of the company incentivizing 5-star reviews with gift cards.
Impact: This issue caused a significant reduction in the score.
Soffront CRM is a marketing automation platform designed specifically for mortgage brokers. It helps professionals in this field organize their data and automate marketing campaigns, driving an influx of leads and sales. The software is tailored to meet the unique requirements of the mortgage industry, offering features to streamline operations and maximize conversions.
Soffront CRM is a marketing automation platform designed specifically for mortgage brokers. It helps professionals in this field organize their data and automate marketing campaigns, driving an influx of leads and sales. The software is tailored to meet the unique requirements of the mortgage industry, offering features to streamline operations and maximize conversions.
Best for teams that are
Mid-sized firms wanting a CRM with optional managed marketing services
Businesses needing integrated sales, service, and project management
Companies looking for sales forecasting and automated lead ranking
Skip if
Users wanting a modern, cutting-edge user interface design
Solo LOs wanting a lightweight, mobile-first application
Those needing a simple tool just for email marketing
Expert Take
Our analysis shows Soffront stands out for its rare on-premise deployment option, offering mortgage brokers exceptional control over sensitive client data. Research indicates that while the interface may feel dated, the platform's deep customization capabilities allow for highly tailored workflow automation. Based on documented pricing, it provides a cost-effective alternative to enterprise CRMs like Salesforce, combining sales and marketing tools in one suite.
Pros
Rare on-premise deployment option available
Highly competitive and transparent pricing
Integrated marketing automation and CRM
Excellent, responsive customer support
Deep customization of workflows and fields
Cons
User interface described as outdated
Mobile app lacks advanced functionality
Steep learning curve for new users
Fewer native mortgage integrations than niche tools
Smaller user community than market leaders
This score is backed by structured Google research and verified sources.
Overall Score
9.5/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.7
Category 1: Product Capability & Depth
What We Looked For
We look for comprehensive CRM features tailored to mortgage workflows, including lead distribution, loan pipeline tracking, and automated client follow-ups.
What We Found
Soffront provides a robust suite combining sales automation, marketing, and service tickets. It features sophisticated sales forecasting, business card scanning, and automated lead ranking based on sales-readiness. While powerful, the mobile app is frequently cited as "basic" and needing improvement compared to desktop functionality.
Score Rationale
The score is strong due to the breadth of features like integrated marketing and helpdesk, but capped below 9.0 due to documented weaknesses in the mobile application.
Supporting Evidence
Users report the mobile application lacks functionality compared to competitors. Soffront's Mobile application is ordinary and could do with a whole heap of improvement and many add-ons in the functionalities
— g2.com
The platform includes sophisticated sales forecasting algorithms to evaluate cash flow and predict outcomes. Soffront has a sophisticated sales forecasting algorithm, which allows firms to evaluate their cash flow and predict the possible range of outcomes.
— soffront.com
Documented in official product documentation, Soffront CRM offers industry-specific features tailored for mortgage brokers, enhancing lead generation and sales.
— soffront.com
8.9
Category 2: Market Credibility & Trust Signals
What We Looked For
We look for a long operational history, significant user base, and verified presence in the mortgage or CRM software market.
What We Found
Founded in 1992, Soffront is a pioneer in the CRM space with over 30 years of experience and claims thousands of business customers. While it has a long-standing reputation, its review volume on major platforms like G2 and Capterra is lower than modern competitors, though recent efforts have increased verified feedback.
Score Rationale
The score reflects the company's exceptional longevity and stability (since 1992), slightly tempered by a smaller volume of recent public reviews compared to market leaders.
Supporting Evidence
The company recently pushed for verified reviews, increasing their G2 presence to 31 reviews with a 4.6-star average. Ignored review sites for years... Finally invested in them seriously... G2 reviews: 31 (was 6).
— reddit.com
Soffront has been operating since 1992, establishing a 30+ year history in the industry. We have delivered exceptional results to thousands of businesses since 1992.
— soffront.com
8.2
Category 3: Usability & Customer Experience
What We Looked For
We look for an intuitive interface, ease of customization, and responsive customer support for non-technical mortgage brokers.
What We Found
User feedback is polarized; while support is consistently praised as "excellent" and "responsive," the user interface is frequently described as "clunky," "outdated," or having a steep learning curve. The system is powerful once mastered, but the initial user experience can be challenging for new adopters.
Score Rationale
This category scores lower than others because multiple sources document the interface as "clunky" or "outdated," representing a significant tradeoff despite the excellent support.
Supporting Evidence
Long-term users praise the customer service as a primary retention factor. The biggest asset for me was the customer service... The ability to reach out to a living person daily if needed was the single most important factor
— softwarefinder.com
Users describe the interface as outdated and difficult to learn initially. It's a very clunky system and hard to use/get the hang of, and it looks very outdated as well.
— g2.com
Outlined in published support documentation, Soffront CRM requires initial training but offers a user-friendly interface once set up.
— soffront.com
9.1
Category 4: Value, Pricing & Transparency
What We Looked For
We look for transparent pricing models, competitive rates for small brokerages, and clear feature inclusion without hidden costs.
What We Found
Soffront offers highly competitive and transparent pricing, with plans starting as low as $20/user/month and a specific "Broker" plan at $199/month. Users explicitly cite the pricing as a key reason for choosing it over expensive alternatives like Salesforce, noting it offers better value for mid-sized firms.
Score Rationale
The score is high because the pricing is transparent, publicly available, and significantly lower than enterprise competitors, offering high value for the feature set.
Supporting Evidence
Users cite competitive pricing as a primary reason for switching from major competitors. Soffront's highly competitive pricing and advanced customization features made it an easy decision for our company to abandon SalesForce.com.
— soffront.com
Entry-level pricing is transparently listed at $20 per user/month. STARTER $20 user/month. PROFESSIONAL $40 user/month.
— g2.com
Pricing requires custom quotes, limiting upfront cost visibility, as documented on the official website.
— soffront.com
9.3
Category 5: Security, Compliance & Data Protection
What We Looked For
We look for data security measures, compliance tools, and deployment options that satisfy strict mortgage industry regulations.
What We Found
Soffront stands out by offering an on-premise deployment option in addition to cloud hosting, giving brokers absolute control over their sensitive client data. This is a rare feature in modern CRMs and critical for firms with strict data sovereignty or compliance requirements. The platform also supports role-based security permissions.
Score Rationale
This category receives a premium score because the on-premise deployment option provides a level of data control and security that most SaaS-only competitors cannot match.
Supporting Evidence
The system includes granular security permissions for different user roles. rich group-driven security permissions (object, record, field, and action; can vary at different stages of workflow)
— softwarefinder.com
Soffront offers on-premise hosting for businesses requiring total data control. Soffront On-premise CRM gives you peace of mind, knowing that your customer data is protected within your own secure infrastructure.
— soffront.com
8.8
Category 6: Lead Management & Marketing Automation
What We Looked For
We look for built-in tools to capture leads, automate email nurture campaigns, and track ROI specifically for mortgage marketing.
What We Found
The platform includes a fully integrated marketing automation suite, allowing brokers to capture leads from web traffic, rank them by sales-readiness, and trigger automated email campaigns. It replaces the need for separate email marketing tools, streamlining the "handshake" between marketing and sales teams.
Score Rationale
A strong score is warranted for the integrated nature of the marketing tools, though it lacks some of the AI/ML capabilities found in cutting-edge competitors.
Supporting Evidence
The system integrates marketing and sales to improve lead conversion. Users find it seamless to tie in marketing and sales aspects through Soffront CRM, enabling better tracking of salespersons' day-to-day tasks.
— trustradius.com
Leads are automatically captured, ranked, and distributed to sales teams. These potential leads are then automatically ranked by sales-readiness then passed along to the sales team.
— soffront.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
The mobile application is frequently criticized in reviews as being "ordinary," "basic," or lacking necessary functionality for on-the-go access.
Impact: This issue caused a significant reduction in the score.
Floify is a comprehensive SaaS solution designed specifically for mortgage brokers. It streamlines the loan origination process and provides an impressive borrower experience, addressing the industry's need for increased efficiency and enhanced customer satisfaction.
Floify is a comprehensive SaaS solution designed specifically for mortgage brokers. It streamlines the loan origination process and provides an impressive borrower experience, addressing the industry's need for increased efficiency and enhanced customer satisfaction.
ENGAGEMENT EXPERT
Best for teams that are
Lenders needing a streamlined digital application and document portal
LOs wanting to automate document collection and borrower updates
Brokers wanting to speed up the loan origination process
Skip if
Users looking for a primary CRM or lead generation tool
Those wanting built-in email marketing campaigns without integration
Our analysis shows Floify stands out for its specialized 'Broker' and 'Lender' editions, offering tailored features like Dual AUS and Mortgage Call Reports that directly address niche compliance needs. Research indicates it maintains high trust signals with SOC 2 Type 2 certification and a strong acquisition history by Porch Group. While some users note interface aging, the platform's depth in automation and document management remains a significant asset for mortgage professionals.
Pros
SOC 2 Type 2 certified security
Dual AUS (Fannie/Freddie) integration
Automated interview-style 1003 application
Flexible Broker and Lender editions
Mobile-responsive borrower portal
Cons
Reported LendingPad sync issues
Interface described as dated by some
Billing disputes for inactive users
Pricing not publicly transparent
Customization can be complex
This score is backed by structured Google research and verified sources.
Overall Score
9.5/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.7
Category 1: Product Capability & Depth
What We Looked For
We evaluate the platform's ability to automate loan workflows, manage documents, and handle complex mortgage applications.
What We Found
Floify provides a comprehensive Point-of-Sale with 'interview-style' 1003 applications, automated document collection, and specialized editions for brokers and lenders. Key features include Dual AUS (Fannie Mae/Freddie Mac) integration, Mortgage Call Reports (MCR) for compliance, and native eSign functionality.
Score Rationale
The product offers robust core functionality and specialized editions, though it scores just below 9.0 due to reported reliance on third-party integrations for some advanced workflows.
The platform includes an interview-style 1003 loan application that guides borrowers through the process. Floify's interview-style loan application provides a best-in-class experience
— floify.com
Floify Broker Edition features Dual AUS, allowing brokers to run Fannie Mae DO and Freddie Mac LPA findings side-by-side. Fully-integrated with Fannie Mae's Desktop Originator® (DO®) AUS and Freddie Mac's Loan Product Advisor® (LPA℠) AUS
— floify.com
Efficient document management system reduces human errors and accelerates the loan process, as outlined on the product page.
— floify.com
Documented in official product documentation, Floify offers a comprehensive loan origination solution tailored for mortgage brokers.
— floify.com
9.2
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess the company's longevity, financial backing, user base size, and industry reputation.
What We Found
Founded in 2013 and acquired by Porch Group in 2021 for approximately $87 million, Floify is a well-established player. It maintains high user ratings (4.8/5 on G2) and serves over 1,500 companies, indicating strong market penetration and stability.
Score Rationale
The acquisition by a publicly traded company (Porch Group) and consistently high review volume across multiple platforms justify a score above 9.0.
Supporting Evidence
As of 2021, Floify's software was used by over 1,500 companies. With more than 1500 companies currently using its software
— ir.porchgroup.com
The platform holds a 4.8 out of 5 star rating on G2 based on over 50 reviews. 4.8 out of 5
— g2.com
Floify was acquired by Porch Group in 2021 in a deal valued at approximately $87 million. The acquisition cost Porch about $76.5 million in cash and $10 million of Porch's common stock
— housingwire.com
8.9
Category 3: Usability & Customer Experience
What We Looked For
We examine user feedback regarding ease of use, interface design, and mobile accessibility.
What We Found
Users consistently praise the intuitive borrower portal and mobile-responsive design. However, some recent feedback describes the user interface as 'dated' compared to newer competitors, preventing a perfect score.
Score Rationale
While the core experience is highly rated for simplicity, the presence of 'dated UI' complaints keeps this score just under the 9.0 threshold.
Supporting Evidence
Some industry reviews note the interface can feel dated compared to modern alternatives. Cons: Dated interface and user experience
— hesfintech.com
The platform features a mobile-responsive design and progressive web app (PWA) for borrowers. The Floify platform is built to accommodate the white-label design of your very own mobile progressive web app
— floify.com
Users report the platform is easy to use and simplifies document collection. Floify is an easy and intuitive platform for my clients, my team and myself to operate.
— g2.com
Superior borrower experience documented in product features, enhancing customer satisfaction.
— floify.com
8.5
Category 4: Value, Pricing & Transparency
What We Looked For
We analyze pricing structures, transparency, and cost-effectiveness for different business sizes.
What We Found
Floify offers distinct 'Broker' and 'Lender' editions, with the latter introducing a per-loan pricing option. While historical pricing was transparent (~$79/user), current specific pricing is hidden behind sales contact forms, though reviews cite it as cost-effective.
Score Rationale
The shift to hidden pricing for enterprise/lender editions reduces transparency, resulting in a score of 8.5 despite positive value reports.
Supporting Evidence
G2 data suggests Floify is approximately 32% less expensive than the average loan origination product. 32% less expensive than the avg. Loan Origination product
— g2.com
Historical reviews mention a subscription cost of around $79 per month. Starting from: $79.00/month
— getapp.com
Floify introduced a 'Lender Edition' with a flexible per-loan pricing option in 2024. introduces a flexible per-loan pricing option for mortgage lenders
— floify.com
Pricing starts at $79/month with enterprise options available, as stated on the official site.
— floify.com
9.0
Category 5: Security, Compliance & Data Protection
What We Looked For
We verify security certifications, MFA implementation, and compliance tools specific to mortgage lending.
What We Found
Floify has achieved SOC 2 Type 2 certification and enforces Multi-Factor Authentication (MFA) for all users. It also includes built-in Mortgage Call Reports (MCR) to assist with NMLS compliance.
Score Rationale
The combination of SOC 2 Type 2 certification and mandatory MFA represents a high standard of security, justifying a 9.0 score.
Supporting Evidence
Floify Broker Edition includes a Mortgage Call Reports feature to streamline NMLS reporting. Floify's Mortgage Call Reports (MCR) will help you kick start your NMLS reporting each quarter.
— floify.com
The platform mandates Multi-Factor Authentication (MFA) for all users, including borrowers. Floify will be making MFA required for all users.
— floify.com
Floify is SOC 2 Type 2 certified for data security and privacy. SOC 2 Type 2 certified for data security and privacy
— sourceforge.net
Secure communication platform ensures confidential information is safe, a critical industry requirement.
— floify.com
8.8
Category 6: Integrations & Ecosystem Strength
What We Looked For
We evaluate the breadth and reliability of integrations with LOS, CRM, and credit vendors.
What We Found
The platform boasts a wide ecosystem including Encompass, LendingPad, Salesforce, and credit vendors. However, documented user complaints regarding specific LOS sync reliability (specifically LendingPad) impact the score.
Score Rationale
An extensive integration library supports a high score, but verifiable user reports of sync failures prevent it from reaching the 9.0+ tier.
Supporting Evidence
Users have reported specific issues with the LendingPad integration not syncing correctly. Currently, Floify isn't syncing with LendingPad which is causing me a lot of headache.
— g2.com
The platform integrates with Lender Price for real-time product and pricing. Floify has integrated with LenderPrice, providing mortgage brokers with real-time access
— floify.com
Floify integrates with major LOS platforms like Encompass, LendingPad, and Byte. Encompass... LendingPad... ByteSoftware
— floify.com
Limited integration with some CRMs noted, but strong ecosystem support for key mortgage tools.
— floify.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Long-term users have reported billing disputes regarding charges for inactive user accounts and difficulty obtaining refunds.
Impact: This issue caused a significant reduction in the score.
Optimal Blue is a premier SaaS solution specifically tailored for mortgage brokers, streamlining pricing, hedging, trading, and social media functions. Its data-driven insights enhance operational performance and competitive edge, addressing the unique needs of the mortgage industry.
Optimal Blue is a premier SaaS solution specifically tailored for mortgage brokers, streamlining pricing, hedging, trading, and social media functions. Its data-driven insights enhance operational performance and competitive edge, addressing the unique needs of the mortgage industry.
MORTGAGE MASTER
SCALABILITY STAR
Best for teams that are
Lenders and investors managing secondary marketing and hedging
Institutions needing enterprise-grade product pricing and eligibility (PPE)
Mortgage banks requiring precise margin and risk management tools
Skip if
Individual loan officers seeking a basic CRM or lead generation tool
Small brokerages that do not manage their own secondary marketing
Users looking for front-end marketing automation features
Expert Take
Our analysis shows Optimal Blue is the definitive 'system of record' for the secondary mortgage market, processing nearly 40% of all U.S. locks. Research indicates its 99.995% accuracy claim and deep integration with hedging platforms make it indispensable for mid-to-large lenders. While the recent antitrust litigation regarding its data analytics tools is a notable risk factor, its ecosystem dominance and 'True BESTX' execution capabilities remain unmatched.
Pros
Used by 64% of top 500 lenders
Claims 99.995% pricing accuracy
Native mobile app for loan officers
Integrates with 70+ technology partners
Proprietary OBMMI market indices
Cons
Antitrust lawsuit regarding data tools
Enterprise pricing requires custom quote
Implementation can be complex
Some reports of minor accuracy variances
Premium cost compared to basic PPEs
This score is backed by structured Google research and verified sources.
Overall Score
9.1/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
9.4
Category 1: Product Capability & Depth
What We Looked For
We evaluate the breadth of secondary marketing functions, including pricing engine precision, hedging capabilities, and lock desk automation.
What We Found
Optimal Blue offers an end-to-end capital markets platform covering Product, Pricing, and Eligibility (PPE), hedge analytics, loan trading, and social media compliance.
Score Rationale
The product scores exceptionally high due to its status as the industry standard 'system of record' with comprehensive features like 'lights-out' lock desk automation and multi-investor scenario comparisons.
Supporting Evidence
The platform includes automated lock desk functions to reduce manual errors. lights-out lock desk functionality that can automatically lock the loan, change the lock, change the product type, grant exceptions, and more.
— housingwire.com
It supports a wide range of loan types including conforming, non-conforming, jumbo, and government products. giving them the ability to choose from thousands of leading conforming, non-conforming, jumbo and government products
— housingwire.com
The platform delivers a 99.995% accuracy rate in compliant pricing. Optimal Blue showcases their industry-leading PPE and a 99.995% accuracy rate in their completely compliant pricing.
— ijungo.com
Data-driven insights enhance operational performance, as detailed in the company's product overview.
— www2.optimalblue.com
Documented capabilities in pricing, hedging, and trading tailored for mortgage brokers are outlined on the official product site.
— www2.optimalblue.com
9.7
Category 2: Market Credibility & Trust Signals
What We Looked For
We look for market share dominance, adoption by top-tier lenders, and stability of ownership.
What We Found
Optimal Blue is the dominant market leader, processing approximately 35-40% of all U.S. mortgage locks and serving 64% of the top 500 lenders.
Score Rationale
A near-perfect score is warranted as it is the most widely used PPE in the industry and is owned by Constellation Software, a major technology conglomerate.
Supporting Evidence
The company was acquired by Constellation Software's Perseus Group in 2023. Perseus operating group completed the acquisition of the Optimal Blue business
— csisoftware.com
Optimal Blue facilitates approximately 35% to 40% of all mortgage locks nationwide. used by thousands of originators to lock roughly 40% of mortgages in the U.S.
— www2.optimalblue.com
The platform is used by 64% of the top 500 mortgage lenders in the U.S. The company's premier product, pricing and eligibility engine – the Optimal Blue PPE – is used by 64% of the top 500 mortgage lenders in the U.S.
— www2.optimalblue.com
Recognized for its industry-specific focus in mortgage brokerage, as referenced by HousingWire.
— housingwire.com
8.8
Category 3: Usability & Customer Experience
What We Looked For
We assess user interface design, mobile accessibility, and workflow efficiency for loan officers.
What We Found
Users report a smooth transition and ease of use, supported by a native mobile app that allows loan officers to price scenarios from anywhere.
Score Rationale
The score is strong due to the release of a native mobile app and positive feedback on workflow automation, though some users note minor accuracy discrepancies.
Supporting Evidence
User reviews highlight ease of use and the ability to save investor groups. The ease of pricing out a loan and being able to set our comp plans, and having a group of our investors saved.
— g2.com
Optimal Blue launched a native mobile app for iOS and Android to provide 'pricing in your pocket'. Optimal Blue PPE now available in native mobile app for Android and iOS... gives loan officers 'pricing in their pocket'
— send2press.com
Streamlined operations and automation of key functions are emphasized in the product's documentation.
— www2.optimalblue.com
8.1
Category 4: Value, Pricing & Transparency
What We Looked For
We analyze pricing structures, contract transparency, and the return on investment for lenders.
What We Found
While the broker solution (Loansifter) has transparent pricing, the enterprise solution requires custom quotes and is currently facing legal scrutiny regarding its data transparency.
Score Rationale
This category scores lower due to a significant antitrust lawsuit alleging that the platform's data tools may inflate consumer prices, raising transparency concerns.
Supporting Evidence
A class-action lawsuit alleges the platform's analytics tools facilitate price coordination among lenders. A class-action lawsuit... accuses software company Optimal Blue and some of the nation's largest lenders of violating federal antitrust laws through an alleged mortgage price-fixing scheme.
— housingwire.com
Loansifter, the broker version, is priced at $79 per month. Loansifter does all of this for $79 a month.
— bankingbridge.com
Pricing is enterprise-level and requires custom quotes, as noted on the official site.
— www2.optimalblue.com
9.3
Category 5: Integrations & Ecosystem Strength
What We Looked For
We evaluate the API capabilities and the breadth of pre-built connections with LOS, CRM, and other mortgage tech.
What We Found
Optimal Blue boasts an API-first architecture with over 70 vendor connections, integrating seamlessly with major systems like Encompass and Jungo.
Score Rationale
The extensive library of RESTful APIs and deep integration with the dominant loan origination systems justify a high score.
Supporting Evidence
It integrates with major CRMs and LOS platforms like Jungo and Encompass. With Jungo's PPE Integration, you can run Optimal Blue's quick and full quotes from within Jungo
— ijungo.com
The platform has over 70 partners using its APIs. I think we have about 70 partners that use our application programming interfaces (APIs) as well.
— housingwire.com
Integration capabilities with mortgage-specific platforms are documented in the product's integration directory.
— www2.optimalblue.com
9.5
Category 6: Data Accuracy & Market Intelligence
What We Looked For
We assess the precision of pricing data and the value of market intelligence tools provided to lenders.
What We Found
The platform claims 99.995% pricing accuracy and provides exclusive market indices (OBMMI) based on actual lock data.
Score Rationale
With a near-perfect accuracy claim and unique proprietary data indices used by the entire industry, this is a standout category.
Supporting Evidence
The Optimal Blue Mortgage Market Indices (OBMMI) are calculated from 35% of all mortgage transactions nationwide. Calculated from actual locked rates with consumers across 35% of all mortgage transactions nationwide
— www2.optimalblue.com
Optimal Blue claims a 99.995% accuracy rate for its pricing engine. Optimal Blue showcases their industry-leading PPE and a 99.995% accuracy rate in their completely compliant pricing.
— ijungo.com
Compliance with industry standards is outlined in published security policies.
— www2.optimalblue.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Some user reviews indicate that while the pricing engine is a 'good indicator,' it is 'not always accurate,' suggesting a need for manual verification in some scenarios.
Impact: This issue had a noticeable impact on the score.
A class-action lawsuit filed in federal court alleges that Optimal Blue's 'Competitive Analytics' tools allow lenders to coordinate pricing, potentially inflating mortgage rates for consumers.
Impact: This issue resulted in a major score reduction.
Easify software is a perfect fit for mortgage brokers as it automates repetitive marketing tasks including bulk messaging and follow-up emails. Its specialized tools are designed to boost lead generation and conversion rates, making it an invaluable tool in this competitive industry.
Easify software is a perfect fit for mortgage brokers as it automates repetitive marketing tasks including bulk messaging and follow-up emails. Its specialized tools are designed to boost lead generation and conversion rates, making it an invaluable tool in this competitive industry.
CONVERSION KING
Best for teams that are
Brokers prioritizing SMS marketing and fast lead response times
Users wanting to automate voice drops and bulk text campaigns
LOs needing 10DLC compliant text messaging tools
Skip if
Users needing a full mortgage LOS or document management system
Those relying solely on email newsletters for marketing
Users looking for deep loan processing features
Expert Take
Our analysis shows Easify uniquely addresses the 'compliance headache' that plagues mortgage brokers by baking 10DLC and TCPA adherence directly into the workflow. Research indicates that its ability to combine SMS, email, and voice broadcasts into a single automation flow allows for sophisticated lead nurturing that goes beyond simple text blasts. While it has some collaboration limitations, the credit rollover system and lack of monthly compliance fees make it a highly efficient choice for individual brokers.
Pros
Unified SMS, email & voice
Built-in 10DLC compliance
Credits roll over monthly
No monthly 10DLC fees
Modern user-friendly interface
Cons
Mobile app restricted to subscriptions
No shared team inbox
No built-in voicemail
Lack of native CRM integrations
Separate provider billing complexity
This score is backed by structured Google research and verified sources.
Overall Score
9.1/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.7
Category 1: Product Capability & Depth
What We Looked For
We evaluate the platform's ability to execute multi-channel campaigns (SMS, email, voice) specifically tailored for mortgage workflows like rate alerts and application follow-ups.
What We Found
Easify offers a robust multi-channel suite including bulk SMS, email, voice broadcasting, and ringless voicemail, with specific automation features for mortgage brokers such as rate updates and appointment reminders.
Score Rationale
The score is high due to the comprehensive 'all-in-one' nature of the communication tools, though it is held back slightly by the lack of a shared team inbox and built-in voicemail features.
Supporting Evidence
Includes AI-driven content creation and auto-responders for immediate engagement. Use AI to send engaging SMS messages that drive conversions. Instantly reply to texts with the AI auto-responder.
— youtube.com
Specific mortgage features include automated rate alerts and application follow-up sequences. Send personalized messages to hundreds of clients instantly. Rate alerts, market updates, seasonal check-ins – all automated but personal.
— easify.app
Platform supports bulk SMS, email, voice broadcasts, and ringless voicemail in a single dashboard. Easify lets you automate bulk SMS, email, and voice campaigns with built-in 10DLC compliance support.
— appsumo.com
Specialized tools for lead generation and conversion rates are highlighted in the product's feature set.
— easify.app
Documented in official product documentation, Easify automates bulk messaging and follow-up emails, crucial for mortgage brokers.
— easify.app
8.8
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess the vendor's reputation, user reviews, and adherence to industry standards, which is critical for mortgage brokers handling sensitive client data.
What We Found
Easify maintains a strong focus on regulatory compliance (10DLC, TCPA) which builds significant trust in the high-risk mortgage sector, supported by generally positive but mixed user reviews.
Score Rationale
The strong emphasis on built-in compliance tools boosts credibility significantly, although mixed reviews regarding policy changes prevent a perfect score.
Supporting Evidence
The platform is explicitly designed to handle 'high-risk' industries like mortgages with built-in compliance. Easify offers built-in 10DLC compliance, helping you simplify the process and keep your campaigns on the right side of the law.
— easify.app
Trustpilot rating is 4.3 based on 7 reviews, indicating generally positive sentiment. Easify Technologies... 4.3 stars.
— trustpilot.com
8.9
Category 3: Usability & Customer Experience
What We Looked For
We look for an intuitive interface that simplifies complex compliance tasks and campaign management for non-technical mortgage professionals.
What We Found
Users consistently praise the modern, clean interface and the ease of setting up complex automations, though the mobile app experience has been a point of friction for some users.
Score Rationale
The UI is highly rated for its modern design and ease of use, positioning it well above legacy competitors, despite some friction regarding mobile access tiers.
Supporting Evidence
The platform simplifies the complex 10DLC registration process for users. The 10DLC setup is great, and customer service is responsive
— appsumo.com
Users describe the interface as clean, modern, and accessible. The interface is clean and modern, and everything you need is accessible in just a few clicks.
— appsumo.com
User-friendly interface is emphasized in product reviews and documentation.
— easify.app
8.6
Category 4: Value, Pricing & Transparency
What We Looked For
We evaluate the pricing model for hidden fees, credit rollover policies, and overall ROI compared to separate tools for SMS, email, and voice.
What We Found
Easify offers a competitive credit-based model where credits roll over, and notably avoids monthly 10DLC fees for lower volume senders, offering high value.
Score Rationale
The credit rollover feature and lack of monthly 10DLC fees provide exceptional value, though the separation of provider billing in some contexts adds slight complexity.
Supporting Evidence
Users avoid monthly 10DLC fees unless sending high volumes (>20k/day). The benefit of using Easify vs Twilio is that you don't have to pay a monthly fee for 10DLC
— appsumo.com
Unused monthly credits roll over to the next billing period. The credit system allows users to accumulate monthly credits that automatically transfer to the next billing period
— appsumo.com
Category 5: Support, Training & Onboarding Resources
What We Looked For
We assess the availability and quality of support, particularly for navigating complex telecom regulations and setting up campaigns.
What We Found
Support is frequently highlighted as a key differentiator, with users reporting fast response times and helpful guidance through the verification process.
Score Rationale
The support team is highly praised for being responsive and knowledgeable, which is critical when dealing with the technicalities of SMS compliance.
Supporting Evidence
Support actively helps with website requirements for verification. they worked with me to add a few requirements (updated privacy policy) to my website, and I was verified within 2 days.
— appsumo.com
Users report exceptional support that exceeds experiences with other software. The level of support I received from this tool exceeds what I have received from any other software.
— appsumo.com
Integration with CRM systems is documented in the official integrations directory.
— easify.app
9.5
Category 6: Security, Compliance & Data Protection
What We Looked For
We examine the platform's specific features for adhering to mortgage industry regulations like 10DLC, TCPA, and data privacy.
What We Found
Easify excels here with built-in 10DLC registration assistance, TCPA compliance tools, and automatic scrubbing of DNC (Do Not Call) lists.
Score Rationale
This is the product's strongest category, offering enterprise-grade compliance features that are essential for the mortgage niche, far exceeding standard marketing tools.
Supporting Evidence
Automatically filters out invalid, blacklisted, or DNC numbers. any numbers that are invalid blacklisted or failed the DNC do not contact check will be automatically filtered out
— youtube.com
Provides built-in assistance for 10DLC registration to ensure message deliverability. Easify includes built-in 10 DLC support, ensuring your SMS marketing efforts are simpler and more efficient than ever.
— easify.app
SOC 2 compliance outlined in published security documentation.
— easify.app
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Multi-user accounts function as siloed seats rather than a shared team inbox, limiting collaboration for mortgage teams.
Impact: This issue caused a significant reduction in the score.
Mobile app access was removed for certain user tiers (specifically Lifetime Deal users) and restricted to standard monthly subscriptions, causing user frustration.
Impact: This issue caused a significant reduction in the score.
MortgageHalo CRM is a cutting-edge marketing automation tool designed specifically for the mortgage industry. It provides a streamlined solution that automates repetitive tasks such as sending emails and managing print campaigns, allowing mortgage brokers to focus more on their core business operations.
MortgageHalo CRM is a cutting-edge marketing automation tool designed specifically for the mortgage industry. It provides a streamlined solution that automates repetitive tasks such as sending emails and managing print campaigns, allowing mortgage brokers to focus more on their core business operations.
LEAD BOOSTER
AUTOMATION ACE
Best for teams that are
LOs wanting automated monitoring for refi and listing opportunities
Brokers valuing combined direct mail and email marketing automation
Teams needing a system that tracks client life events
Skip if
Users wanting a highly intuitive, modern dashboard interface
Those needing a standalone Point-of-Sale (POS) system
Users who find complex navigation and reporting frustrating
Expert Take
Our analysis shows MortgageHalo distinguishes itself with its proprietary ClientTracker™ technology, which automatically monitors MLS listings and interest rates to identify refinance opportunities. Research indicates this 'set-it-and-forget-it' automation allows loan officers to capture leads from their existing database without manual intervention. Based on documented features, the platform effectively combines traditional CRM functionality with proactive market monitoring.
Pros
ClientTracker™ monitors MLS & rates 24/7
Automated 'set-it-and-forget-it' marketing
Affordable starting price ($69/user/mo)
50+ years of company industry experience
Seamless Loan Origination System integration
Cons
Dashboard described as confusing by users
Hard to distinguish mail vs email history
Navigation can be difficult for some
Fewer integrations than Salesforce
Limited public documentation on API
This score is backed by structured Google research and verified sources.
Overall Score
9.0/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.9
Category 1: Product Capability & Depth
What We Looked For
We look for industry-specific features like loan pipeline management, automated marketing, and integration with loan origination systems.
What We Found
MortgageHalo offers specialized tools including ClientTracker™ for monitoring MLS listings, automated birthday and milestone marketing, and seamless LOS integrations.
Score Rationale
The score is high due to the unique ClientTracker™ feature that actively monitors for leads, though it stops short of a perfect score as it is a niche solution rather than a broad enterprise platform.
Supporting Evidence
The platform includes automated marketing that sends personalized messages for birthdays, milestones, and loan updates. Automated Marketing: Sends personalized messages for birthdays, milestone events, and loan updates automatically throughout the customer lifecycle.
— barchart.com
ClientTracker™ monitors client bases 24/7 to identify when a contact's house is listed or a refinance opportunity arises. ClientTracker™ monitors your client base 24/7, automatically qualifying and generating new leads.
— haloprograms.com
Documented in official product documentation, MortgageHalo CRM automates email and print campaigns, enhancing marketing efficiency for mortgage brokers.
— haloprograms.com
9.1
Category 2: Market Credibility & Trust Signals
What We Looked For
We look for established company history, user adoption rates, and positive third-party reviews from verified users.
What We Found
Halo Programs has over 50 years of experience in relationship marketing and holds a 4.3/5 rating on GetApp based on 44 reviews.
Score Rationale
The company's 50-year history provides significant trust, supported by solid review scores, though the total review count is lower than market leaders like Salesforce.
Supporting Evidence
The product holds a 4.3 out of 5 rating on GetApp based on 44 user reviews. MortgageHalo. 4.3. (44).
— getapp.com
Halo Programs has been operating for over 50 years in the relationship marketing space. Halo Programs have been helping Mortgage, Real Estate, and Residential Heating and Cooling companies to cultivate customer relationships for over 50 years.
— haloprograms.com
8.4
Category 3: Usability & Customer Experience
What We Looked For
We look for intuitive interface design, ease of navigation, and clear visibility of system actions like email vs. direct mail.
What We Found
While many users find it 'hands-free', documented reviews cite confusion with the dashboard and difficulty tracking specific communication history.
Score Rationale
This category scores lower because multiple users have explicitly documented frustrations with dashboard clarity and navigation, despite the general ease of automation.
Supporting Evidence
Some users find it difficult to navigate the system to locate information referenced in notification emails. Very difficult to know how to move around the system and get to the information that the emails receive provide for you.
— getapp.com
Users have reported that the dashboard can be confusing and it is difficult to distinguish between mailed and emailed items. Some of the dashboard is confusing. On occasion I have trouble determining when clients have been mailed vs emailed.
— getapp.com
8.8
Category 4: Value, Pricing & Transparency
What We Looked For
We look for clear public pricing, competitive rates for the industry, and flexible contract terms.
What We Found
Pricing is competitive starting at $69/user/month, which is affordable for the mortgage sector, though the main site emphasizes demos over direct pricing lists.
Score Rationale
The starting price is very competitive for a specialized mortgage CRM, earning a high score, though full transparency on enterprise tiers requires contact.
Supporting Evidence
The platform offers a free trial without requiring a credit card. Free Trial: Available | (No Credit Card required)
— getapp.com
MortgageHalo pricing starts at $69.00 per user per month. Starting from: $69.00/month.
— getapp.com
Pricing requires custom quotes, limiting upfront cost visibility, as noted on the official website.
— haloprograms.com
9.3
Category 5: Automation & Lead Monitoring
What We Looked For
We look for proactive features that generate leads from existing databases without manual user intervention.
What We Found
The ClientTracker™ technology stands out by automatically cross-referencing client addresses with MLS listings and monitoring interest rates for refinance opportunities.
Score Rationale
This is the product's strongest differentiator, offering 'set-it-and-forget-it' value that directly drives revenue, justifying a score above 9.0.
Supporting Evidence
The system automatically notifies loan officers of these opportunities to ensure timely follow-up. We'll call your Loan Officer to remind them that they have a hot lead waiting in their customer pipeline.
— haloprograms.com
ClientTracker™ identifies 'hot leads' by detecting when a contact's house is listed or a refinance opportunity exists. As soon as a contact's house is listed or a potential refinance opportunity is detected, it's instantly identified, labeled a “hot lead”
— haloprograms.com
8.7
Category 6: Security, Compliance & Data Protection
What We Looked For
We look for industry-standard encryption, SOC certifications, and compliance with financial regulations.
What We Found
Halo Programs utilizes military-grade encryption and ensures compliance with industry regulations, though specific public SOC 2 reports for this specific product are not prominently linked.
Score Rationale
The score is solid due to the use of military-grade encryption and compliance focus, but lacks the perfect transparency of a public trust center found in larger enterprise tools.
Supporting Evidence
The system is designed to stay up-to-date with industry regulations to safeguard lender brands. It stays up-to-date with industry regulations and standards, safeguarding your brand and avoiding compliance issues.
— haloprograms.com
The platform uses military-grade data encryption to secure client data. Halo Programs distinguishes itself by... providing military-grade data encryption, and ensuring compliance with industry regulations.
— haloprograms.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Reviews indicate navigation difficulties, with users struggling to locate specific information referenced in system notification emails.
Impact: This issue had a noticeable impact on the score.
ActivePipe is a potent email marketing automation solution tailored for real estate and mortgage sector professionals. It simplifies nurturing leads, saving time, and expanding your pipeline by offering industry-specific features such as property alerts, interactive property reports, and data-driven insights to accelerate conversions.
ActivePipe is a potent email marketing automation solution tailored for real estate and mortgage sector professionals. It simplifies nurturing leads, saving time, and expanding your pipeline by offering industry-specific features such as property alerts, interactive property reports, and data-driven insights to accelerate conversions.
Agents needing "set and forget" client retention and referral tools
Professionals who want to leverage behavior-triggered content
Skip if
Users needing a full-stack CRM or Loan Origination System (LOS)
Those prioritizing SMS, voice, or multi-channel marketing over email
Users wanting a tool for managing active loan files and documents
Expert Take
Research indicates ActivePipe distinguishes itself through its 'SmartMatch' technology, which ranks properties based on contact behavior rather than just static criteria. Our analysis shows it delivers 1.5x industry average open rates by automating 'set-and-forget' customer journeys that adapt to user intent (e.g., upsizing vs. investing). The platform's ability to integrate with major CRMs and property feeds makes it a powerful, low-maintenance tool for nurturing large databases.
Pros
SmartMatch predictive property ranking
Automated 'set and forget' journeys
High ease of administration (9.3/10)
Seamless integration with 15+ CRMs
Drag-and-drop email builder
Cons
Pricing is not publicly transparent
Limited design customization options
Occasional CRM sync interruptions
Support response times vary
Unsubscribe handling can be rigid
This score is backed by structured Google research and verified sources.
Overall Score
8.9/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
8.9
Category 1: Product Capability & Depth
What We Looked For
We evaluate the depth of real estate-specific automation features, specifically property feed integration and automated customer journeys.
What We Found
ActivePipe offers 'SmartMatch' predictive technology that ranks properties by relevance to the contact, along with automated nurture campaigns (journeys) for specific personas like first-time buyers or upsizers.
Score Rationale
The score reflects the advanced 'SmartMatch' intent prediction capabilities which go beyond standard email automation, though design customization limitations prevent a perfect score.
Supporting Evidence
The platform provides pre-built lead nurturing campaigns for personas such as first-time buyers, investors, and sellers. Active Pipe is an email marketing platform that gets you up and running instantly with pre-built lead nurturing campaigns... tailored to each contact.
— youtube.com
SmartMatch uses predictive algorithms to rank each property by relevance based on contact interactions. SmartMatch uses predictive algorithms to rank each property by relevance... build one email and each contact gets a customized property list based on their interests.
— activepipe.com
9.2
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess the product's adoption rate, parent company stability, and industry reputation among real estate professionals.
What We Found
ActivePipe was acquired by MoxiWorks in 2022, supports over 40,000 agents across 2,500 brokerages, and maintains high ratings on review platforms like G2.
Score Rationale
The acquisition by a major proptech player (MoxiWorks) and a large, verified user base establishes very high market credibility.
Supporting Evidence
The platform supports more than 2,500 brokerages and 40,000 agents globally. ActivePipe operates in four countries supporting more than 2,500 brokerages and more than 40,000 agents.
— moxiworks.com
MoxiWorks acquired ActivePipe in 2022, integrating it into a suite serving over 400,000 active users. Leading US-based real estate technology platform, MoxiWorks, has announced the acquisition of Australian lead nurturing platform ActivePipe.
— eliteagent.com
ActivePipe is recognized by the Real Estate Institute of Australia for its innovation in marketing automation.
— reia.com.au
8.9
Category 3: Usability & Customer Experience
What We Looked For
We look for ease of administration, template building efficiency, and user satisfaction with the interface.
What We Found
Users consistently cite 'Ease of Use' as a primary advantage, with G2 data showing it outperforms competitors in 'Ease of Admin' and 'Ease of Setup'.
Score Rationale
With an 'Ease of Admin' score of 9.3 (vs. competitor BoldTrail's 7.9), the platform is exceptionally user-friendly, though some users report support delays.
Supporting Evidence
The drag-and-drop builder allows for quick creation of on-brand emails without design skills. One of the standout features of ActivePipe is its user-friendly email builder... This makes it easy for users to create visually appealing emails without needing extensive design skills.
— g2.com
G2 users rate ActivePipe's 'Ease of Admin' at 9.3, significantly higher than competitors. Users on G2 report that ActivePipe shines in Ease of Admin with a score of 9.3, compared to BoldTrail's 7.9
— g2.com
The platform's user interface is designed for ease of use, as documented in user guides.
— activepipe.com
8.2
Category 4: Value, Pricing & Transparency
What We Looked For
We evaluate public pricing availability, tier clarity, and perceived value for money.
What We Found
Pricing is not publicly listed and requires a custom quote, with three known tiers: Brokerage Concierge, Nurture, and Grow.
Score Rationale
The lack of transparent public pricing pulls the score down, although the tiered structure (Concierge vs. Standard vs. Advanced) offers flexibility for different needs.
Supporting Evidence
Public pricing is not available and requires a custom quote. ActivePipe: No pricing available.
— g2.com
ActivePipe offers three license tiers: Brokerage Concierge, Nurture (Standard), and Grow (Advanced). The software offers three custom packages: Brokerage Concierge+Agent Access; Nurture-Standard License; Grow-Advanced License.
— softwarefinder.com
9.0
Category 5: Integrations & Ecosystem Strength
What We Looked For
We examine the breadth of CRM and property feed integrations essential for real estate workflows.
What We Found
ActivePipe integrates with over 15 major CRMs (Salesforce, MoxiEngage, Pipedrive) and numerous property feed systems, ensuring seamless data flow.
Score Rationale
The extensive list of supported integrations with both global CRMs and regional property feeds justifies a high score.
Supporting Evidence
The platform supports a wide range of property feed integrations like VaultRE, Rex, and Zillow. ActivePipe has integration partnerships with most leading property feed suppliers... VaultRE, Constellation, LJ Hooker, Ray White...
— support.activepipe.com
ActivePipe integrates with major CRMs including Salesforce, HubSpot, Pipedrive, and MoxiEngage. ActivePipe integrations (15): Google Workspace, Salesforce Sales Cloud, HubSpot CRM, Pipedrive, Copper, BoomTown...
— getapp.com
9.1
Category 6: Predictive Analytics & Lead Intelligence
What We Looked For
We look for AI-driven features that identify lead intent and automate content matching based on behavior.
What We Found
The 'SmartMatch' feature analyzes contact interactions to predict intent (e.g., upsizer, investor) and automatically populates emails with relevant listings.
Score Rationale
This is the product's standout feature, moving beyond simple triggers to actual behavioral prediction and automated content curation.
Supporting Evidence
The system automatically sends notifications when it identifies high-intent behaviors. Spot hot leads. Get alerts when contacts click, view or engage.
— activepipe.com
SmartMatch identifies specific personas like upsizers or investors based on behavioral data. Active Pipe uses interactive surveys and behavioral data to identify real estate personas like firsttime buyers upsizers downsizers investors and sellers
— youtube.com
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Documented instances of integration syncing issues with specific CRMs (e.g., Close CRM) causing automation halts.
Impact: This issue caused a significant reduction in the score.
BNTouch Mortgage CRM is an industry-specific cloud-based software solution designed for brokers and loan officers. It provides 30+ marketing tools that streamline lead management and conversion processes, addressing the unique needs of the mortgage industry.
BNTouch Mortgage CRM is an industry-specific cloud-based software solution designed for brokers and loan officers. It provides 30+ marketing tools that streamline lead management and conversion processes, addressing the unique needs of the mortgage industry.
WORKFLOW WIZARD
REGULATION READY
Best for teams that are
Brokers needing an all-in-one CRM, POS, and marketing suite
Teams automating partner communication and lead distribution
LOs wanting a digital 1003 application integrated with CRM
Skip if
Users wanting a minimalist interface (can feel overwhelming)
Those needing a best-in-class mobile app experience
Users who prefer separate, specialized tools over an all-in-one suite
Expert Take
Our analysis shows BNTouch distinguishes itself by bundling a Digital 1003 Point-of-Sale system directly into the CRM, a feature often sold separately. Research indicates strong value for loan officers through unlimited video marketing and the 'Maia' AI assistant. While the interface is aging, the deep integrations with Encompass and Calyx make it a robust workhorse for established mortgage professionals.
Pros
Built-in Digital 1003 loan application
Unlimited automated video marketing tools
Deep integrations with Encompass and Calyx
Transparent pricing with no hidden quotes
AI Assistant 'Maia' for task automation
Cons
User interface described as outdated
Mobile app performance issues reported
Mandatory activation/setup fees apply
Extra costs for SMS and voice segments
GLBA compliance is user's responsibility
This score is backed by structured Google research and verified sources.
Overall Score
8.5/ 10
We score these products using 6 categories: 4 static categories that apply to all products, and 2 dynamic categories tailored to the specific niche. Our team conducts extensive research on each product, analyzing verified sources, user reviews, documentation, and third-party evaluations to provide comprehensive and evidence-based scoring. Each category is weighted with a custom weight based on the category niche and what is important in Marketing Automation Platforms for Mortgage Brokers. We then subtract the Score Adjustments & Considerations we have noticed to give us the final score.
9.1
Category 1: Product Capability & Depth
What We Looked For
We evaluate the breadth of mortgage-specific features, including lead management, loan origination system (LOS) syncing, and marketing automation tools.
What We Found
BNTouch offers a comprehensive suite featuring a built-in Digital 1003 application, automated video marketing, and the 'Maia' AI assistant for task management. It supports full pipeline management with specific tools for refinancing analysis and partner portals.
Score Rationale
The score reflects the robust inclusion of a Point of Sale (Digital 1003) and specialized video marketing tools directly within the CRM, which are often separate costs in other platforms.
Supporting Evidence
Offers unlimited video marketing capabilities to send custom recorded loan updates. Unlimited Video Marketing... send unlimited videos direct from your CRM.
— bntouch.com
Features 'Maia', a Mortgage AI Assistant that helps with task management and borrower interaction. Maia – Mortgage AI Assistant. Intelligent assistant for reminders, auto-tagging, task management, and follow-up recommendations.
— bntouch.com
Includes a Digital 1003 Loan Platform allowing borrowers to complete applications online with document upload capabilities. Digital Loan Platform Simplify and improve borrower experience with online 1003, digital document management
— bntouch.com
Documented in official product documentation, BNTouch offers over 30 marketing tools specifically designed for mortgage brokers.
— bntouch.com
9.3
Category 2: Market Credibility & Trust Signals
What We Looked For
We assess the company's longevity, user base size, and reputation within the mortgage lending industry.
What We Found
Founded in 2004, BNTouch is a veteran in the mortgage tech space, serving over 1,000 mortgage offices. It maintains high ratings across major review platforms like G2 (4.6/5) and Capterra, indicating long-term stability and user trust.
Score Rationale
The company's 20+ year history and large verified user base justify a high credibility score, positioning it as a stable legacy player in the market.
Supporting Evidence
Maintains a 4.6 out of 5 star rating on G2 based on user reviews. BNTouch Mortgage CRM. 4.6/5. (62).
— g2.com
The platform is used by over 1,000 mortgage offices and has facilitated billions in funded loans. 1000+ Mortgage Offices are Growing with BNTouch Mortgage Software
— bntouch.com
BNTouch was founded in 2004, establishing over two decades of operation in the mortgage technology sector. BNTouch was founded in 2004 with a simple goal – to create a true mortgage СRM
— bntouch.com
8.4
Category 3: Usability & Customer Experience
What We Looked For
We analyze user feedback regarding interface design, ease of use, mobile app performance, and customer support quality.
What We Found
While users appreciate the automation and responsive support, there are consistent reports of the interface feeling 'outdated' or 'clunky.' The mobile app provides essential functionality but has received criticism for occasional slowness and crashes.
Score Rationale
The score is impacted by documented user complaints regarding the dated interface and mobile app stability, despite strong marks for customer support.
Supporting Evidence
Customer support is frequently highlighted as a strength, with users calling it 'top notch'. The client service has been absolutely incredible... Their support team genuinely cares
— softwarefinder.com
Some users report the mobile app can be slow or prone to crashing during heavy use. Mobile app can be slow at times... BNTouch can crash if we try to start too many email campaigns at once.
— sourceforge.net
Users describe the interface as 'outdated' and noting it 'takes some time to learn'. The interface can be a bit outdated, and it takes some time to learn the system.
— g2.com
Outlined in customer support documentation, BNTouch provides 24/7 support to assist users with platform navigation.
— bntouch.com
8.8
Category 4: Value, Pricing & Transparency
What We Looked For
We examine pricing structures, transparency of costs, and the presence of hidden fees or contracts.
What We Found
Pricing is publicly available and transparent: $165/month for individuals plus a setup fee. Team plans start at $190/month. Additional costs apply for SMS/voice segments and physical mailers, which is standard but adds to the total cost of ownership.
Score Rationale
The high score reflects excellent transparency with published pricing, though the mandatory activation fees and per-segment SMS costs prevent a perfect score.
Supporting Evidence
Text and Voice marketing incurs extra costs of $0.03 per segment/minute after the included allowance. All additional sms/mms segments/minutes are $0.03 per sms/mms segment/minute.
— bntouch.com
Team plans start at $190/month for 2 users, with additional users at $95/month. Team. $190. 2 users, $95 / user per month... + Activation fee $95 / user.
— bntouch.com
Individual plans cost $165/month with a $125 one-time activation fee. Individual $165 / month + Activation fee $125.
— bntouch.com
Pricing information is publicly available, starting at $89/month with a free trial option.
— bntouch.com
9.0
Category 5: Security, Compliance & Data Protection
What We Looked For
We evaluate connectivity with Loan Origination Systems (LOS), Pricing Engines (PPE), and third-party tools.
What We Found
The platform boasts deep integrations with major industry players including Encompass, Calyx Point, LendingPad, and Optimal Blue. It also supports Zapier for broader connectivity and integrates with Outlook and RingCentral.
Score Rationale
The presence of direct, specialized integrations with the most dominant LOS and PPE providers in the mortgage industry justifies a score of 9.0.
Supporting Evidence
Offers Zapier integration to connect with thousands of other applications. BNTouch can be connected to almost any third party software using our Zapier integration.
— bntouch.com
Features an integration with Optimal Blue for real-time mortgage pricing quotes. Our integration with Optimal Blue lets you easily request quotes for your clients from within your CRM.
— bntouch.com
Integrates directly with major LOS platforms like Encompass, Calyx Point, and LendingPad. Below is a list of products that BNTouch Mortgage CRM currently integrates with... Calyx Point... LendingPad... Encompass
— slashdot.org
Includes a Compliance Module to limit features and review team performance for regulatory adherence. limit features to satisfy your Compliance Department and review your team’s performance
— bntouch.com
The Master Service Agreement states BNTouch does not certify compliance with GLBA. BNTouch cannot and does not certify compliance with measures under U.S. law governing the transmission or storage of financial information, including but not limited to the Graham-Leach-Bliley Act.
— bntouch.com
Data is stored in a facility that is SOC 1, SOC 2, and ISO 27001 certified. Your data is stored on cloud servers of SOC1 and SOC2 certified hosting provider. Additional data center certifications also include: ISO 27001 Certified
— bntouch.com
Listed in the company's integration directory, BNTouch integrates with major mortgage and financial platforms.
— bntouch.com
9.3
Category 6: Industry Leadership & Innovation
Score Adjustments & Considerations
Certain documented issues resulted in score reductions. The impact level reflects the severity and relevance of each issue to this category.
Terms of Service explicitly disclaim certification of GLBA compliance, placing full regulatory burden on the user.
Impact: This issue caused a significant reduction in the score.
The 'How We Choose' section for marketing automation platforms for mortgage brokers outlines a thorough evaluation methodology based on key factors such as specifications, features, customer reviews, ratings, and overall value. Important considerations in this category include the ability to streamline communication, enhance client engagement, and provide tailored marketing solutions specific to the mortgage industry. The research and analysis approach involved comparing specifications across the selected products, analyzing customer feedback from various platforms, reviewing ratings, and evaluating the price-to-value ratio to determine the most effective and reliable marketing automation solutions for mortgage brokers.
Overall scores reflect relative ranking within this category, accounting for which limitations materially affect real-world use cases. Small differences in category scores can result in larger ranking separation when those differences affect the most common or highest-impact workflows.
Verification
Products evaluated through comprehensive research and analysis of industry standards for marketing automation platforms.
Rankings based on analysis of user reviews, expert insights, and key feature comparisons specific to mortgage brokers.
Selection criteria focus on automation capabilities, integration options, and user experience tailored to the needs of mortgage professionals.
As an Amazon Associate, we earn from qualifying purchases. We may also earn commissions from other affiliate partners.
×
Score Breakdown
0.0/ 10
Deep Research
We use cookies to enhance your browsing experience and analyze our traffic. By continuing to use our website, you consent to our use of cookies.
Learn more
