The 5 Best Mortgage CRMs Compared (2026)

Choosing a mortgage CRM is one of the most consequential technology decisions a loan officer makes. The right platform saves you hours every week and helps you close more loans. The wrong one becomes expensive shelfware you resent paying for.

We've evaluated the five most popular mortgage CRMs in 2026 based on what actually matters to working loan officers: lead management, automation, marketing tools, ease of use, and price. Here's the honest breakdown.

Quick Comparison: The 5 Best Mortgage CRMs at a Glance

1. HighLevel: The All-in-One Platform

Price: $97/mo (Starter) | $297/mo (Pro)

HighLevel isn't a mortgage-specific CRM. It's an all-in-one marketing and CRM platform that happens to be incredibly powerful for mortgage professionals when configured correctly.

What Makes It Stand Out

• Complete marketing suite included: Funnels, landing pages, email marketing, SMS, social media scheduling, reputation management, and a website builder. No need for 5 separate tools.
• AI conversation bot: Handles lead qualification and appointment booking automatically, 24/7.
• Workflow automation: The most powerful automation builder in this comparison. If-then logic, multi-channel sequences, conditional branching. Build anything.
• Unlimited contacts: No per-contact pricing. Your database can grow without your bill growing.
• Pipeline management: Visual Kanban boards to track leads from first touch to funded.

Where It Falls Short

HighLevel wasn't built specifically for mortgage, so it doesn't come pre-configured with mortgage workflows out of the box. You need to set up your pipelines, automation, and templates. That's where communities like HighLevel for Mortgage Pros come in, providing pre-built Snapshots (templates) that give you a mortgage-ready setup in minutes.

The platform is also deep. There are a lot of features, and new users can feel overwhelmed. But that depth is also its strength. You'll never outgrow it.

2. BNTouch: The Mortgage-Specific CRM

Price: $165/mo (Individual) | Custom pricing for teams

BNTouch was built specifically for mortgage professionals, and it shows. The platform comes pre-loaded with mortgage workflows, drip campaigns, and templates.

Strengths

• Mortgage-ready out of the box: Pre-built email templates, milestone-based drip campaigns, and mortgage-specific pipeline stages
• LOS integrations: Connects with Encompass, Byte, Calyx, and other loan origination systems
• Co-branded marketing: Tools for creating materials with realtor partners
• Video messaging: Built-in video email features

Weaknesses

• Limited marketing automation: The automation engine is basic compared to HighLevel. Simple drip campaigns work fine, but complex multi-channel sequences are harder to build.
• No funnel builder: You still need a separate tool for landing pages and funnels
• No AI features: No built-in conversation bot or AI-powered tools
• Higher starting price: $165/mo for an individual, and you still need additional tools for full marketing

BNTouch is a solid CRM for LOs who want something mortgage-specific and don't need advanced marketing automation. But you'll likely end up paying for additional tools to fill the gaps.

3. Jungo: The Salesforce-Powered Option

Price: $200-400+/mo (Salesforce license + Jungo add-on)

Jungo is built on the Salesforce platform, which means you get enterprise-grade CRM capabilities with mortgage-specific customizations layered on top.

Strengths

• Salesforce ecosystem: Access to thousands of integrations and apps
• Robust reporting: Deep analytics and custom reporting that smaller CRMs can't match
• Team management: Excellent for branch managers overseeing multiple LOs
• LOS integrations: Strong connections with major loan origination systems

Weaknesses

• Expensive: You need a Salesforce license PLUS the Jungo add-on. Total cost easily exceeds $300/mo for a single user.
• Complex: Salesforce has a steep learning curve. Many LOs never fully utilize it.
• Overkill for individuals: Built for teams and enterprises. Solo LOs don't need this level of complexity.
• No built-in marketing tools: Need separate tools for funnels, landing pages, SMS, and social media

Jungo makes sense for large brokerages with dedicated admin staff. For individual LOs, it's like buying a semi-truck to drive to the grocery store.

4. Usherpa: The "Set It and Forget It" CRM

Price: $99-149/mo

Usherpa's selling point is simplicity. It's designed for loan officers who want automated marketing without learning a complex platform.

Strengths

• Extremely easy to use: Minimal setup required. Import contacts and the system starts working.
• Automated content marketing: Sends pre-written market updates, holiday cards, and home anniversary messages automatically
• Past client nurture: Good at keeping you in front of your database
• Low time commitment: Designed for LOs who don't want to spend time on marketing

Weaknesses

• Limited customization: The pre-built content is generic. Everyone using Usherpa sends similar messages.
• No lead generation tools: It nurtures contacts you already have but doesn't help you get new ones
• Basic automation: Simple drip campaigns only. No complex workflow logic.
• No funnels, no SMS, no AI: Missing the tools that modern LOs need for active marketing

Usherpa is fine if your only goal is staying in front of your existing database. But if you want to actively generate leads, build funnels, or run sophisticated marketing campaigns, you'll need to add more tools on top.

5. Surefire by Top of Mind: The Enterprise Solution

Price: $150+/user/mo (enterprise contracts)

Surefire is the CRM you see at large mortgage companies. It's built for compliance-heavy environments where marketing needs corporate approval before going live.

Strengths

• Compliance controls: Pre-approved content libraries, corporate oversight, audit trails
• Content library: Hundreds of pre-built, compliance-reviewed marketing pieces
• Multi-channel marketing: Email, print, and digital campaigns from one platform
• LOS integrations: Deep integrations with major origination systems

Weaknesses

• Expensive: $150+/user/month makes it one of the priciest options, especially for teams
• Enterprise-focused: Individual LOs can't typically purchase it directly. Usually deployed by the company.
• Limited individual control: The corporate compliance model means less flexibility for personal branding
• No funnel builder or AI: Focused on outbound marketing, not inbound lead generation

If your company provides Surefire, use it for compliance-approved marketing. But don't rely on it as your complete marketing solution. Pair it with HighLevel for lead generation, funnels, and AI-powered follow-up.

Feature-by-Feature Comparison

So Which Mortgage CRM Should You Choose?

Here's our honest recommendation based on your situation:

• If you want the most value per dollar: HighLevel. It replaces $400-600/month in separate tools for $97-297/month. No other platform offers this breadth of features at this price.
• If you want mortgage-specific and don't need advanced marketing: BNTouch. Solid CRM with good LOS integrations. Just plan to add tools for funnels and AI.
• If your company mandates Salesforce: Jungo. Don't fight it. Use Jungo for your CRM and add HighLevel for your marketing.
• If you want zero setup and just need database nurture: Usherpa. Low effort, low ceiling. Good enough if marketing isn't your focus.
• If your company provides it: Surefire. Use it for compliance-approved content. Add HighLevel for everything else.

Making the Switch: What to Expect

If you're moving from another CRM to HighLevel, here's the realistic timeline:

• Week 1: Account setup, contact import, pipeline configuration
• Week 2: Build your core automation workflows (lead follow-up, past client nurture)
• Week 3: Set up funnels, landing pages, and integrate lead sources
• Week 4: Fine-tune automation based on real data. Go live fully.

Or, install a mortgage-specific Snapshot and cut that timeline down to a single afternoon. That's the power of a community built specifically for mortgage professionals using HighLevel.