Generic CRMs don't understand a loan
Most CRMs were built for selling widgets and retrofitted for mortgage. The stages don't fit, the follow-up templates talk like a car dealership, and nothing knows the difference between a purchase pre-approval and a refi inquiry. This one was built by a loan officer at a working mortgage shop, for the pipeline he runs every day:
Pipelines that match the business
Run separate boards for purchase and refi, or one per branch, with stages that reflect how loans actually move. Drag borrowers between stages, track deal value, and mark funded loans won so your reports mean something.
Borrower nurture that's compliance-aware
Ready-made sequences for new mortgage leads, refi interest, and pre-approval follow-through install in one click. Every AI-written touch is drafted under standing rules: no rate promises, no approval guarantees, ever, and every message is a draft you approve. Sequences stop automatically when the borrower replies.
The paperwork chase, automated
Follow-up plans can create tasks automatically, "call about document list," "run refi numbers and call with results", assigned to the borrower's loan officer with a push notification. The document-prep email goes out on day one; the CRM remembers to chase it so you don't have to.
Built for agent-LO teams
Real estate and mortgage live in the same system: the buyer your agent partner is showing houses to and the loan you're building for them are one shared contact with two pipelines. Referral partners see faster updates; you both see the whole story. (Agents: here's your side of the house.)
Speed to lead, because mortgage shopping is comparison shopping
A borrower filling out three lender forms tonight goes with whoever calls back first. New leads get an instant text, a call task, and round-robin routing across your team, with the overdue-reply timer glaring at you in the team inbox until someone answers.
What it costs
Free for your first 250 contacts. Starter $49/month, Pro $129/month flat (3 users, AI drafting, texting), Brokerage $499/month (10 users, white-label sub-accounts for branches or partner teams). No contracts, full data export. Comparing platforms? See how we stack up against Follow Up Boss and GoHighLevel.
Frequently asked questions
Can I import my current database?
Yes, one CSV from any CRM or LOS export brings contacts, tags, and sources across with automatic duplicate detection.
Does it text from a real business number?
Yes, texting runs on registered A2P business numbers, with opt-outs and do-not-disturb respected automatically.
Is my data isolated from other companies?
Fully. Every account's data is isolated at the database level (row-level security), and brokerage sub-accounts are isolated from each other too.
Related: CRM for real estate agents · Follow Up Boss alternative · GoHighLevel alternative · Pricing
Your pipeline, working by Friday
Start free, import your borrowers, turn on the new-lead sequence. The follow-up runs while you're structuring deals.
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