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Head-to-head · Mortgage CRM Software

Shape vs MloFlo

  • 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
MloFlo #10 in Mortgage CRM Software 7.7/10 Paid ✓ 7 of 7 features Visit MloFlo

Shape leads on 0 checks, MloFlo 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

Shape scores higher on our rubric for mortgage crm software: 8.7 against 7.7 out of 10; our editors rank them #3 and #10.

Shape is the better fit for full-service mortgage teams needing mobile CRM depth. MloFlo is the better fit for loan officers needing origination and borrower tools.

  • Shape fits best

    Full-service mortgage teams needing mobile CRM depth

  • MloFlo fits best

    Loan officers needing origination and borrower tools

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 ↗ MloFlo 7.7/10 Visit ↗
At a glance
Editor score 8.7 7.7
Ranking #3 in Mortgage CRM Software #10 in Mortgage CRM Software
Best for Full-service mortgage teams needing mobile CRM depth Loan officers needing origination and borrower tools
Pricing model Paid Paid
Starting price — $4.99/mo
Free plan — —
Free trial — —
Deployment Cloud, Mobile Cloud, Mobile
Platforms Web, iOS, Android Web, iOS, Android
Support Email, Phone, Live chat, Docs Email, Docs
Integrations 500+ integrations 5,000+ integrations
Built for Solo, Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Shape 7/7 · MloFlo 7/7
Borrower management ✓ ✓
Referral partner management ✓ ✓
Loan pipeline tracking ✓ ✓
Marketing automation ✓ ✓
Compliance workflows ✓ ✓
SMS automation ✓ ✓
Mobile app ✓ ✓
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
  • Combines borrower records, POS, documents, disclosures and pipeline tracking
  • Connects with LendingPad, Encompass, Arive and automated underwriting tools
  • Supports SMS, email, voice follow-up and marketing drip campaigns
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
  • No free plan is available
  • Processor portal and digital 1003 application start on the Pro plan
  • White labeling is limited to the Enterprise 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 →

MloFlo is a mortgage CRM and business operating system for loan officers, mortgage brokers and their teams. It brings borrower relationship and loan record management together with a digital point of sale, borrower and realtor portals,…

Read the review →
  1. ShapeMortgage CRM Software 8.7Pricing on request
  2. MloFloMortgage CRM Software 7.7Paid

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

  • MloFlo — where it wins

    • Combines borrower records, POS, documents, disclosures and pipeline tracking
    • Connects with LendingPad, Encompass, Arive and automated underwriting tools
    • Supports SMS, email, voice follow-up and marketing drip campaigns

    Where it doesn't

    • No free plan is available
    • Processor portal and digital 1003 application start on the Pro plan
    • White labeling is limited to the Enterprise plan
  • Shape8.7/10 · Pricing on request

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

    Visit ShapeFull verdict →
  • MloFlo7.7/10 · Paid

    A mortgage-focused CRM that combines origination workflows, portals, automation and integrations.

    Visit MloFloFull 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