Every CRM roundup in this industry has the same problem: it’s written by a CRM company, and their product wins. We don’t sell a CRM, so this one can afford to be straight with you.
We pulled current pricing pages and recent market news for the platforms loan officers actually shortlist in 2026. Some of what we found surprised us, including one well-known name that quietly stopped existing as a standalone product and another that changed owners during a financial mess. Prices below are published numbers as of June 2026 where they exist; where a vendor hides pricing behind a sales call, we say so instead of guessing.
One framing note before the list. The best CRM is the one that gets used every single day, and most don’t. Keep that in mind as you read, because it matters more than any feature grid.
The quick comparison
| Platform | Published price | Best fit |
|---|---|---|
| BNTouch | $165/mo solo; teams $190 base + $95/user | Solo LOs and small teams, mortgage-native |
| Jungo | $96 to $149/user/mo, plus required Salesforce license | Larger teams with Salesforce skills |
| Surefire (ICE) | Not public | Enterprise lenders in the Encompass world |
| Total Expert | Not public | Banks, credit unions, big IMBs |
| Shape | ~$119/user/mo (third-party figure) | Outbound-heavy teams wanting AI dialing |
| GoHighLevel | $97 or $297/mo | Marketing-layer DIYers, not a true LOS-aware CRM |
| Lendware (ex-Aidium) | Not public | Broker teams, with a caveat below |
| LoanOfficer.ai | $197 to $697/mo + $299 onboarding | AI-first solo LOs and small teams |
Now the honest version of each.
BNTouch: the default for solo and small
BNTouch publishes its pricing, which we respect: $165 a month for an individual ($125 activation), team plans from $190 base plus $95 per user, dropping to $99 per user at six seats and up. SMS is metered past an included allowance. No long-term contract.
It’s mortgage-native through and through: 180+ prebuilt campaigns, a borrower-facing point-of-sale flow, LOS integrations, compliant texting, and an AI assistant (MAIA) they’re now positioning as core rather than upsell. The platform won’t dazzle anyone, and that’s almost the point. For a solo LO or a five-person shop that wants a working mortgage CRM this week without hiring an admin, this is the safe pick.
Jungo: powerful, with a hidden denominator
Jungo’s listed price looks competitive: $96 per user monthly on annual billing for the base mortgage app, $125 for the bundle with LOS sync and texting, $299 setup, one-year minimum.
Read carefully, because the listed price is not the real price. Jungo is an application built on Salesforce, and the required Salesforce license is sold separately. Once those seats are added, a realistic figure looks very different:
For that money you get genuine Salesforce power: limitless customization, serious reporting, a huge integration ecosystem. Reviewers consistently flag the learning curve and the two-layer support maze (Jungo for some things, Salesforce for others). Right for a tech-comfortable team of ten plus with someone who enjoys administering Salesforce. Wrong for a solo LO, full stop.
Surefire: the enterprise content machine, now under ICE
If you knew this product as Top of Mind, update your notes: Top of Mind was acquired by Black Knight, Black Knight was swallowed by ICE in 2023, and the product now lives as Surefire under ICE Mortgage Technology. Pricing is quote-only and always has been.
Its calling card is the content library and marketing automation, and the deep tie into the Encompass ecosystem makes it a natural for lenders already living there. One reliability note that belongs in an honest roundup: in 2024 a Surefire error blasted roughly 600,000 errant messages branded with a single unsuspecting loan officer’s information, per HousingWire’s reporting. Every platform has incidents; that one’s worth asking about if you’re evaluating.
Total Expert: built for banks, priced like it
Total Expert is the enterprise benchmark: customer-intelligence signals that detect life events and borrowing intent, automated omnichannel journeys, and the audit trails and content-approval workflows that bank compliance departments demand. Pricing is not published anywhere; third-party estimates for enterprise deployments run several hundred dollars per user monthly, and we’d treat even that as folklore until quoted.
If you’re a bank, credit union, or large IMB, it belongs on your shortlist. If you’re a broker shop of eight, this is a battleship for a fishing trip.
Shape: the dialer-first option
Shape is an AI-flavored, multi-industry CRM with a mortgage vertical, and its strength is communication volume: built-in power dialing, texting, lead scoring, automation. Pricing starts around $119 per user monthly per third-party listings (the vendor doesn’t publish a clean tier table, so confirm directly).
Outbound-heavy teams tend to like it. The trade-off is that mortgage is one vertical among several, so some workflows feel general-purpose next to BNTouch or the enterprise mortgage platforms.
GoHighLevel: the marketing layer wearing a CRM costume
GHL is everywhere in broker Facebook groups, and the pricing explains why: $97 a month for the starter tier, $297 for unlimited, with usage-metered texting and email on top. For funnels, automations, and speed-to-lead plumbing, it’s astonishing value, which is why so many marketing agencies build on it.
Know what it isn’t. There’s no native LOS integration, no mortgage pipeline logic, no 1003 awareness, and nothing in it will keep your texting practices compliant on your behalf. The common pattern that actually works is GHL as the marketing layer in front of a mortgage-native CRM, not GHL as the system of record. It’s a brilliant engine that arrives as a crate of parts; someone has to be the mechanic.
Lendware (formerly Aidium, formerly Daily AI): handle with care
This one needs a timeline. Daily AI rebranded to Aidium in 2023 (absorbing Whiteboard CRM along the way, so if you were searching for Whiteboard, it no longer exists as a standalone product). In 2025, amid reported financial mismanagement and leadership turnover, Aidium’s assets were acquired by Lendware, with a new CEO installed and the rebrand completed in October 2025.
The underlying product has real fans: mortgage-native, easy to run, AI-forward roadmap. Pricing is currently quote-only. Our honest take is neither endorsement nor warning, just diligence: a platform that changed hands under distress within the past year deserves direct questions about roadmap, support staffing, and data portability before it becomes the system your pipeline lives in.
LoanOfficer.ai: the AI-first newcomer
Published pricing: Starter $197 monthly for two seats, Team $397 for five, Brokerage $697 for ten, all plus a $299 onboarding fee, with usage metered in a token system (5,000 tokens per seat monthly). The pitch is an AI assistant that answers and works leads in under a minute, backed by a property-data engine that flags refi and equity opportunities across your book.
We’ve already written a full standalone review of this one, including what the token model means for your real costs and the questions to ask on the demo, so we’ll point you there rather than repeat it: our LoanOfficer.ai review. Short version: promising, mortgage-native, young enough that you should let the trial prove the claims.
The uncomfortable truth about all of them
Here’s what fifteen years of mortgage CRM history actually teaches: the platform is rarely the reason things work or don’t. Shops succeed on BNTouch and fail on BNTouch. The variable is whether anyone configures the campaigns, writes the follow-up, connects the lead sources, and works the system daily after the novelty wears off. Every vendor on this list will sell you a gym membership. None of them will do the workouts.
Every CRM on this list is a gym membership. None of them will do the workouts for you.
So before you pick a platform, pick an operator. If that’s you or someone on your team, genuinely, then BNTouch or LoanOfficer.ai for small shops, Jungo or the enterprise platforms for big ones, and GHL for the marketing-layer tinkerers are all defensible homes for your pipeline.
And if you’ve been the proud owner of two CRMs that became expensive contact lists, the honest fix isn’t a third one. It’s a system that arrives already built and already run: lead generation, instant AI answering and qualification, follow-up that never sleeps, and a human team accountable for the numbers. That’s what we do at Diamond Equity AI, and it’s why we can write CRM roundups without a horse in the race.
Skip the setup. Get the whole system built and run for you.
Take the 2-Minute Fit Quiz →The bottom line
BNTouch is the sane default for solo and small. Jungo rewards Salesforce muscle and punishes its absence. Surefire and Total Expert are enterprise tools with enterprise procurement. Shape dials, GHL markets, Lendware deserves diligence questions, and LoanOfficer.ai is the AI bet worth a trial. Pick based on who’s going to run it, demand first-year costs in writing, and remember that the most expensive CRM is whichever one nobody logs into.