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Head-to-head · Mortgage CRM Software

Shape vs Empower LO

  • Updated Oct 2026
  • Both researched from official sources
  • 8 checks side by side
Higher score Shape #3 in Mortgage CRM Software 8.7/10 Pricing on request ✓ 7 of 7 features Visit Shape
Empower LO #6 in Mortgage CRM Software 8.2/10 Paid ✓ 6 of 7 features Visit Empower LO

Shape leads on 0 checks, Empower LO on 0, and 8 are even. Who comes out ahead on the 8 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreShape · 8.7/10
  • Most featuresShape · 7 of 7

Shape scores higher on our rubric for mortgage crm software: 8.7 against 8.2 out of 10; our editors rank them #3 and #6.

Shape is the better fit for full-service mortgage teams needing mobile CRM depth. Empower LO is the better fit for mortgage teams wanting AI and team governance.

  • Shape fits best

    Full-service mortgage teams needing mobile CRM depth

  • Empower LO fits best

    Mortgage teams wanting AI and team governance

Advertiser disclosure: iTechGuides is reader-supported. Vendors can pay for top positions in our rankings and for a place on other products' pages, and we may earn a commission when you click some links. Bought places stand at the number bought; this page and our disclosure say so. Paying vendors may get a fuller, more detailed review from our editors, and that review can change their score. How we rank.

Side by side

Feature Shape 8.7/10 Visit ↗ Empower LO 8.2/10 Visit ↗
At a glance
Editor score 8.7 8.2
Ranking #3 in Mortgage CRM Software #6 in Mortgage CRM Software
Best for Full-service mortgage teams needing mobile CRM depth Mortgage teams wanting AI and team governance
Pricing model Paid Paid
Starting price — $197/mo
Free plan — —
Free trial — —
Deployment Cloud, Mobile Cloud
Platforms Web, iOS, Android Web
Support Email, Phone, Live chat, Docs Email, Live chat, Tickets
Compliance SOC 2, HIPAA, GDPR, PCI DSS, 2FA 2FA
Integrations 500+ integrations 5,000+ integrations
Built for Solo, Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Shape 7/7 · Empower LO 6/7
Borrower management ✓ ✓
Referral partner management ✓ ✓
Loan pipeline tracking ✓ ✓
Marketing automation ✓ ✓
Compliance workflows ✓ ✓
SMS automation ✓ ✓
Mobile app ✓ (best) Not checked yet
Our review
Pros
  • Combines borrower, loan pipeline, referral, and marketing management
  • Supports calling, two-way SMS/MMS, email, portals, and LOS integrations
  • Includes iOS and Android apps plus AI calling, texting, and insights
  • Mortgage-specific records and pipeline tracking
  • AI conversations, qualification, and appointment booking
  • Advanced routing, team snapshots, and brand governance
Cons
  • Pricing requires contacting sales and has no public dollar amounts
  • No free trial or free version is offered
  • The broad feature set may exceed the needs of narrowly focused teams
  • Paid plans start at $197 per month
  • Custom Builds require a quoted engagement
  • Advanced team controls are reserved for the Teams plan
Our verdict

Shape is a mortgage-focused CRM for lenders, brokers, loan officers, and mortgage teams. It brings borrower, contact, and lead management together with loan pipeline tracking, referral-partner management, marketing automation, compliance…

Read the review →

Empower LO is a mortgage CRM and marketing platform for loan officers, mortgage teams, and larger mortgage operations. Built on HighLevel, it manages records for leads, borrowers, agents, referral partners, and past clients while tracking…

Read the review →
  1. ShapeMortgage CRM Software 8.7Pricing on request
  2. Empower LOMortgage CRM Software 8.2Paid

Strengths and trade-offs

  • Shape — where it wins

    • Combines borrower, loan pipeline, referral, and marketing management
    • Supports calling, two-way SMS/MMS, email, portals, and LOS integrations
    • Includes iOS and Android apps plus AI calling, texting, and insights

    Where it doesn't

    • Pricing requires contacting sales and has no public dollar amounts
    • No free trial or free version is offered
    • The broad feature set may exceed the needs of narrowly focused teams

  • Empower LO — where it wins

    • Mortgage-specific records and pipeline tracking
    • AI conversations, qualification, and appointment booking
    • Advanced routing, team snapshots, and brand governance

    Where it doesn't

    • Paid plans start at $197 per month
    • Custom Builds require a quoted engagement
    • Advanced team controls are reserved for the Teams plan
  • Shape8.7/10 · Pricing on request

    A full-service mortgage CRM covering borrowers, pipelines, referrals, marketing, and mobile work.

    Visit ShapeFull verdict →
  • Empower LO8.2/10 · Paid

    A mortgage-focused CRM combining pipeline management, AI conversations, automation, and team controls.

    Visit Empower LOFull verdict →

More comparisons

All mortgage CRM software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026

Last updated · How we research and update