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Head-to-head · Mortgage CRM Software

Surefire CRM vs Shape

  • Updated Oct 2026
  • Both researched from official sources
  • 8 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
Shape #3 in Mortgage CRM Software 8.7/10 Pricing on request ✓ 7 of 7 features Visit Shape

Surefire CRM leads on 0 checks, Shape 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 scoreSurefire CRM · 9.1/10
  • Most featuresShape · 7 of 7

Surefire CRM scores higher on our rubric for mortgage crm software: 9.1 against 8.7 out of 10; our editors rank them #1 and #3.

Surefire CRM is the better fit for mortgage marketing and post-close engagement. Shape is the better fit for full-service mortgage teams needing mobile CRM depth.

  • Surefire CRM fits best

    Mortgage marketing and post-close engagement

  • Shape fits best

    Full-service mortgage teams needing mobile CRM depth

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Side by side

Feature Surefire CRM 9.1/10 Visit ↗ Shape 8.7/10 Visit ↗
At a glance
Editor score 9.1 8.7
Ranking #1 in Mortgage CRM Software #3 in Mortgage CRM Software
Best for Mortgage marketing and post-close engagement Full-service mortgage teams needing mobile CRM depth
Pricing model Paid Paid
Starting price Pricing on request —
Free plan Not checked yet —
Free trial — —
Deployment Cloud Cloud, Mobile
Platforms Web Web, iOS, Android
Support Tickets, Docs Email, Phone, Live chat, Docs
Integrations 1 integrations 500+ integrations
Built for Solo, Small business, Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Surefire CRM 5/7 · Shape 7/7
Borrower management ✓ ✓
Referral partner management ✓ ✓
Loan pipeline tracking Not checked yet ✓ (best)
Marketing automation ✓ ✓
Compliance workflows ✓ ✓
SMS automation ✓ ✓
Mobile app Not checked yet ✓ (best)
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
  • 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
Cons
  • Pricing is handled through contact sales
  • Web access is the listed platform
  • Integration is centered on ICE Product and Pricing Engine
  • 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
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 →

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 →
  1. Surefire CRMMortgage CRM Software 9.1Pricing on request
  2. ShapeMortgage CRM Software 8.7Pricing on request

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

  • 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
  • Surefire CRM9.1/10 · Pricing on request

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

    Visit ICE SurefireFull verdict →
  • Shape8.7/10 · Pricing on request

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

    Visit ShapeFull 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