Surefire CRM vs Lend1

Surefire CRM9.1Visit Lend17.9Visit

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

vs

Lend1 #8 in Mortgage CRM Software 7.9/10 Paid ✓ 6 of 7 features Visit Lend1

• Surefire CRM fits best

  Mortgage marketing and post-close engagement

• Lend1 fits best

  Australian brokers needing structured deal workflows

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Side by side

Feature	Surefire CRM 9.1/10 Visit ↗	Lend1 7.9/10 Visit ↗
At a glance
Editor score	9.1	7.9
Ranking	#1 in Mortgage CRM Software	#8 in Mortgage CRM Software
Best for	Mortgage marketing and post-close engagement	Australian brokers needing structured deal workflows
Pricing model	Paid	Paid
Starting price	Pricing on request	A$149/mo
Free plan	Not checked yet	—
Free trial	—	—
Deployment	Cloud	Cloud, Browser extension
Platforms	Web	Web
Support	Tickets, Docs	Email, Docs
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 · Lend1 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	—
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	Customizable Kanban pipeline for tracking mortgage deals Branded onboarding portal with AI document extraction and e-signatures Automations, SMS, open banking and referral-partner workflows
Cons	Pricing is handled through contact sales Web access is the listed platform Integration is centered on ICE Product and Pricing Engine	No dedicated mobile app No free plan; pricing starts at AUD 149 per month Conversations and calculators begin on the Pro 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 →	Lend1 is a web-based CRM and client onboarding platform for Australian mortgage, finance and insurance brokers. It brings borrower onboarding, document collection, deal pipeline tracking, referral-partner submissions, communications and… 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

• Lend1 — where it wins

  • Customizable Kanban pipeline for tracking mortgage deals
  • Branded onboarding portal with AI document extraction and e-signatures
  • Automations, SMS, open banking and referral-partner workflows

  Where it doesn't

  • No dedicated mobile app
  • No free plan; pricing starts at AUD 149 per month
  • Conversations and calculators begin on the Pro 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 →
• Lend17.9/10 · Paid

  A structured mortgage CRM with strong onboarding, automation and broker workflows.

  Visit Lend1Full verdict →