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Head-to-head · Mortgage CRM Software

Surefire CRM vs MapleConnect

  • Updated Oct 2026
  • Both researched from official sources
  • 7 checks side by side
Higher score Surefire CRM #1 in Mortgage CRM Software 9.1/10 Pricing on request ✓ 5 of 7 features Visit ICE Surefire
MapleConnect #7 in Mortgage CRM Software 8.0/10 14-day trial Free trial✓ 6 of 7 features Visit MapleConnect

Surefire CRM leads on 0 checks, MapleConnect on 0, and 7 are even. Who comes out ahead on the 7 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreSurefire CRM · 9.1/10
  • Free trialonly MapleConnect
  • Most featuresMapleConnect · 6 of 7

Surefire CRM scores higher on our rubric for mortgage crm software: 9.1 against 8.0 out of 10; our editors rank them #1 and #7.

Surefire CRM is the better fit for mortgage marketing and post-close engagement. MapleConnect is the better fit for teams wanting AI voice follow-up and pipelines.

  • Surefire CRM fits best

    Mortgage marketing and post-close engagement

  • MapleConnect fits best

    Teams wanting AI voice follow-up and pipelines

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 Surefire CRM 9.1/10 Visit ↗ MapleConnect 8.0/10 Visit ↗
At a glance
Editor score 9.1 8.0
Ranking #1 in Mortgage CRM Software #7 in Mortgage CRM Software
Best for Mortgage marketing and post-close engagement Teams wanting AI voice follow-up and pipelines
Pricing model Paid Paid
Starting price Pricing on request $199/mo
Free plan Not checked yet —
Free trial — 14 days
Deployment Cloud Cloud
Platforms Web Web
Support Tickets, Docs Phone
Integrations 1 integrations 12 integrations
Built for Solo, Small business, Mid-market, Enterprise Solo, Small business, Mid-market
Features Surefire CRM 5/7 · MapleConnect 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
  • Tracks borrowers, referral partners, and loans through clear-to-close
  • Automates SMS, email, booking, consent, and opt-out workflows
  • Connects with LOS tools, calendars, lead ads, and REST APIs
Cons
  • Pricing is handled through contact sales
  • Web access is the listed platform
  • Integration is centered on ICE Product and Pricing Engine
  • Starts at $199 per month, with no permanent free plan
  • Native AI voice agents are limited to the $399 Premium plan
  • Does not replace the LOS for underwriting, disclosures, or rate locks
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 →

MapleConnect is a mortgage CRM for loan officers and mortgage teams that need one system for borrower, referral-partner, and loan-opportunity follow-up. It organizes loan pipelines from inquiry and pre-qualification through clear-to-close,…

Read the review →
  1. Surefire CRMMortgage CRM Software 9.1Pricing on request
  2. MapleConnectMortgage CRM Software 8.014-day trial

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

  • MapleConnect — where it wins

    • Tracks borrowers, referral partners, and loans through clear-to-close
    • Automates SMS, email, booking, consent, and opt-out workflows
    • Connects with LOS tools, calendars, lead ads, and REST APIs

    Where it doesn't

    • Starts at $199 per month, with no permanent free plan
    • Native AI voice agents are limited to the $399 Premium plan
    • Does not replace the LOS for underwriting, disclosures, or rate locks

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