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 $299/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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