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Head-to-head · Mortgage CRM Software

Shape vs Finova Broker CRM

  • 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
Finova Broker CRM #4 in Mortgage CRM Software 8.5/10 Pricing on request ✓ 5 of 7 features Visit Finova

Shape leads on 0 checks, Finova Broker CRM 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 8.5 out of 10; our editors rank them #3 and #4.

Shape is the better fit for full-service mortgage teams needing mobile CRM depth. Finova Broker CRM is the better fit for established firms needing configurable compliance workflows.

  • Shape fits best

    Full-service mortgage teams needing mobile CRM depth

  • Finova Broker CRM fits best

    Established firms needing configurable compliance workflows

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 ↗ Finova Broker CRM 8.5/10 Visit ↗
At a glance
Editor score 8.7 8.5
Ranking #3 in Mortgage CRM Software #4 in Mortgage CRM Software
Best for Full-service mortgage teams needing mobile CRM depth Established firms needing configurable compliance workflows
Pricing model Paid Paid
Starting price — Pricing on request
Free plan — Not checked yet
Free trial — —
Deployment Cloud, Mobile Cloud
Platforms Web, iOS, Android Web
Support Email, Phone, Live chat, Docs Email, Phone, Tickets, Docs
Compliance SOC 2, HIPAA, GDPR, PCI DSS, 2FA GDPR, ISO 27001
Integrations 500+ integrations 4 integrations
Built for Solo, Small business, Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Shape 7/7 · Finova Broker CRM 5/7
Borrower management ✓ ✓
Referral partner management ✓ (best) Not checked yet
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
  • Covers applications, KYC, documents, pipelines and compliance workflows
  • Customer portal supports borrower messaging and document management
  • Native integrations cover lead acquisition, email and credit referencing
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
  • Pricing requires contacting sales and booking a demo
  • Web platform only
  • May be broader than smaller firms need
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 →

Finova Broker CRM is a web-based customer relationship management platform for mortgage and financial-services brokers. It brings enquiries, borrower applications, communications, onboarding, KYC, document collection, application pipelines…

Read the review →
  1. ShapeMortgage CRM Software 8.7Pricing on request
  2. Finova Broker CRMMortgage CRM Software 8.5Pricing on request

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

  • Finova Broker CRM — where it wins

    • Covers applications, KYC, documents, pipelines and compliance workflows
    • Customer portal supports borrower messaging and document management
    • Native integrations cover lead acquisition, email and credit referencing

    Where it doesn't

    • Pricing requires contacting sales and booking a demo
    • Web platform only
    • May be broader than smaller firms need
  • Shape8.7/10 · Pricing on request

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

    Visit ShapeFull verdict →
  • Finova Broker CRM8.5/10 · Pricing on request

    A broad mortgage CRM for firms that need configurable compliance and workflow control.

    Visit FinovaFull 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