Surefire CRM vs Empower LO

Surefire CRM9.1Visit Empower LO8.2Visit

Higher score Surefire CRM #1 in Mortgage CRM Software 9.1/10 Pricing on request ✓ 5 of 7 features Visit ICE Surefire

vs

Empower LO #6 in Mortgage CRM Software 8.2/10 Paid ✓ 6 of 7 features Visit Empower LO

• Surefire CRM fits best

  Mortgage marketing and post-close engagement

• Empower LO fits best

  Mortgage teams wanting AI and team governance

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Side by side

Feature	Surefire CRM 9.1/10 Visit ↗	Empower LO 8.2/10 Visit ↗
At a glance
Editor score	9.1	8.2
Ranking	#1 in Mortgage CRM Software	#6 in Mortgage CRM Software
Best for	Mortgage marketing and post-close engagement	Mortgage teams wanting AI and team governance
Pricing model	Paid	Paid
Starting price	Pricing on request	$197/mo
Free plan	Not checked yet	—
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Tickets, Docs	Email, Live chat, Tickets
Integrations	1 integrations	5,000+ integrations
Built for	Solo, Small business, Mid-market, Enterprise	Solo, Small business, Mid-market, Enterprise
Features Surefire CRM 5/7 · Empower LO 6/7
Borrower management	✓	✓
Referral partner management	✓	✓
Loan pipeline tracking	Not checked yet	✓ (best)
Marketing automation	✓	✓
Compliance workflows	✓	✓
SMS automation	✓	✓
Mobile app	Not checked yet	Not checked yet
Our review
Pros	Automates milestone-based borrower and prospect outreach Supports co-branded campaigns for agents and mortgage partners Combines multichannel marketing with compliance management	Mortgage-specific records and pipeline tracking AI conversations, qualification, and appointment booking Advanced routing, team snapshots, and brand governance
Cons	Pricing is handled through contact sales Web access is the listed platform Integration is centered on ICE Product and Pricing Engine	Paid plans start at $197 per month Custom Builds require a quoted engagement Advanced team controls are reserved for the Teams plan
Our verdict	Surefire CRM is mortgage-focused customer relationship and marketing software for loan officers, lenders, brokers, and enterprise mortgage organizations. It supports engagement with borrowers and prospects from initial inquiry through… 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 →

Strengths and trade-offs

• Surefire CRM — where it wins

  • Automates milestone-based borrower and prospect outreach
  • Supports co-branded campaigns for agents and mortgage partners
  • Combines multichannel marketing with compliance management

  Where it doesn't

  • Pricing is handled through contact sales
  • Web access is the listed platform
  • Integration is centered on ICE Product and Pricing Engine

• 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

• Surefire CRM9.1/10 · Pricing on request

  A mortgage-focused CRM built around milestone outreach, compliance, and post-close marketing.

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

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

  Visit Empower LOFull verdict →