Best Effi Alternatives in 2026
The top Effi alternatives are Surefire CRM, Total Expert and Shape: 15 mortgage CRM software our editors would look at instead of Effi, in our ranking order.
Effi: A broad mortgage CRM with AI document tools, mobile access, and broker-focused workflows. Where it falls short: no free plan; paid access starts at $120 per non-broker monthly.
Switching from Effi? For most mortgage crm software buyers the best Effi alternative is Surefire CRM, built for mortgage marketing and post-close engagement. On a budget, MloFlo starts at $4.99/mo, against $120/user/mo for Effi. Total Expert has a free plan, which Effi does not.
Why People Look for an Effi Alternative
- No free plan; paid access starts at $120 per non-broker monthly
- Broker pricing is higher than the listed non-broker rates
- Broad functionality may exceed the needs of narrow CRM users
- No free plan — 2 of the alternatives below have it
- Paid from $120/user/mo — MloFlo is $4.99/user/mo
Quick Picks by What You Need
- Best overallSurefire CRM9.1
Mortgage marketing and post-close engagement
Visit Surefire CRM - Lowest priceMloFlo7.7
Paid plans from $4.99/mo
Visit MloFlo - Best free optionTotal Expert8.8
Has a free plan (Effi has none)
Visit Total Expert
All 15 Effi Alternatives, Ranked
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.
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Best forMortgage marketing and post-close engagement
- Better than Effi:
- Editor score 9.1 vs 6.9
A mortgage-focused CRM built around milestone outreach, compliance, and post-close marketing.
- Compliance workflows
- SMS automation
9.1/10★★★★★Visit ICE Surefire -
Best forTeams prioritizing value and compliance
- Better than Effi:
- Free plan
- Paid from: $100/user/mo vs $120/user/mo
- Editor score 8.8 vs 6.9
A broad mortgage CRM with a free tier and a focused $100-per-user Premium plan.
- Mobile app
- Compliance workflows
- SMS automation
8.8/10★★★★☆Visit Total Expert -
Best forFull-service mortgage teams needing mobile CRM depth
- Better than Effi:
- Editor score 8.7 vs 6.9
A full-service mortgage CRM covering borrowers, pipelines, referrals, marketing, and mobile work.
- Mobile app
- Compliance workflows
- SMS automation
8.7/10★★★★☆Visit Shape -
Best forEstablished firms needing configurable compliance workflows
- Better than Effi:
- Editor score 8.5 vs 6.9
A broad mortgage CRM for firms that need configurable compliance and workflow control.
- Compliance workflows
- SMS automation
8.5/10★★★★☆Visit Finova -
Best forUK advisers needing case processing and compliance
- Better than Effi:
- Editor score 8.4 vs 6.9
A broad UK mortgage CRM covering case processing, sourcing, portals and compliance workflows.
- Compliance workflows
- SMS automation
8.4/10★★★★☆Request a Demo -
Best forMortgage teams wanting AI and team governance
- Better than Effi:
- Editor score 8.2 vs 6.9
A mortgage-focused CRM combining pipeline management, AI conversations, automation, and team controls.
- Compliance workflows
- SMS automation
8.2/10★★★★☆Visit Empower LO -
Best forTeams wanting AI voice follow-up and pipelines
- Better than Effi:
- Editor score 8.0 vs 6.9
A mortgage CRM with pipelines, automation, and AI voice follow-up for lending teams.
- Compliance workflows
- SMS automation
8.0/10★★★★☆Visit MapleConnect -
Best forAustralian brokers needing structured deal workflows
- Better than Effi:
- Editor score 7.9 vs 6.9
A structured mortgage CRM with strong onboarding, automation and broker workflows.
- Compliance workflows
- SMS automation
7.9/10★★★★☆Visit Lend1 -
Best forTeams wanting advanced automation and integrations
- Better than Effi:
- Editor score 7.8 vs 6.9
A mortgage CRM with advanced automation, compliance controls and extensive integrations.
- Mobile app
- Compliance workflows
- SMS automation
7.8/10★★★★☆Visit Aidium -
Best forLoan officers needing origination and borrower tools
- Better than Effi:
- Paid from: $4.99/user/mo vs $120/user/mo
- Editor score 7.7 vs 6.9
A mortgage-focused CRM that combines origination workflows, portals, automation and integrations.
- Mobile app
- Compliance workflows
- SMS automation
7.7/10★★★★☆Visit MloFlo -
Best forEstablished teams needing mature LOS connectivity
- Better than Effi:
- Paid from: $96/user/mo vs $120/user/mo
- Editor score 7.6 vs 6.9
A mature mortgage CRM for teams that need Salesforce and LOS connectivity.
- Mobile app
- Compliance workflows
- SMS automation
7.6/10★★★★☆Visit Jungo -
Best forMortgage teams needing portals and mobile access
- Better than Effi:
- Editor score 7.5 vs 6.9
A mortgage-focused CRM combining borrower management, portals, automation, and mobile access.
- Mobile app
- Compliance workflows
- SMS automation
7.5/10★★★★☆Visit BNTouch -
Best forBudget-conscious mortgage teams needing broad capabilities
- Better than Effi:
- Free plan
- Paid from: $29/user/mo vs $120/user/mo
- Editor score 7.4 vs 6.9
A broad mortgage CRM with a free core plan and paid support tiers.
- Mobile app
- Compliance workflows
- SMS automation
7.4/10★★★★☆Visit Viato -
Best forLow-cost lenders wanting an end-to-end CRM
- Better than Effi:
- Paid from: $9/user/mo vs $120/user/mo
- Editor score 7.3 vs 6.9
A low-cost mortgage CRM that covers marketing, pipelines, LOS sync, and borrower documents.
- Compliance workflows
- SMS automation
7.3/10★★★★☆Visit Lenlia -
Best forMortgage brokers needing compliance and client apps
- Better than Effi:
- Editor score 7.2 vs 6.9
A focused mortgage CRM combining sourcing, compliance, marketing and borrower apps.
- Mobile app
- Compliance workflows
- SMS automation
7.2/10★★★★☆Visit Mortgage Magic
Effi Alternatives: Common Questions
What is the best alternative to Effi?
Surefire CRM: #1 in our Mortgage CRM Software ranking, with an editor score of 9.1 out of 10. A mortgage-focused CRM built around milestone outreach, compliance, and post-close marketing.
Is there a free alternative to Effi?
Yes. Total Expert and Viato have a free plan or a free tier.
What is the cheapest paid alternative to Effi?
Of the alternatives here that publish a price, MloFlo starts lowest, at $4.99/mo.
Why do people look for Effi alternatives?
No free plan; paid access starts at $120 per non-broker monthly; Broker pricing is higher than the listed non-broker rates; Broad functionality may exceed the needs of narrow CRM users.
How do I switch from Effi?
Export your data from Effi (most tools have an export in their settings). Sign up for the alternative; start on its free plan or trial if it has one. Import your export and set up the integrations your team relies on. Run both side by side for a short while, then cancel Effi.
How to Switch from Effi
- Export your data from Effi (most tools have an export in their settings).
- Sign up for the alternative; start on its free plan or trial if it has one.
- Import your export and set up the integrations your team relies on.
- Run both side by side for a short while, then cancel Effi.
Effi vs Each Alternative
| # | Tool | Free plan | Paid from | Borrower management | Referral partner management | Loan pipeline tracking | Marketing automation | Compliance workflows | Score |
|---|---|---|---|---|---|---|---|---|---|
| 18 | Effi | No | $120/user/mo | Yes | Yes | Yes | Yes | Yes | 6.9 |
| 1 | Surefire CRM | Yes | Yes | Yes | Yes | 9.1 | |||
| 2 | Total Expert | Yes | $100/user/mo | Yes | Yes | Yes | Yes | Yes | 8.8 |
| 3 | Shape | No | Yes | Yes | Yes | Yes | Yes | 8.7 | |
| 4 | Finova Broker CRM | Yes | Yes | Yes | Yes | 8.5 | |||
| 5 | One Mortgage System | Yes | Yes | Yes | Yes | 8.4 | |||
| 6 | Empower LO | No | $197/mo | Yes | Yes | Yes | Yes | Yes | 8.2 |
| 7 | MapleConnect | No | $199/mo | Yes | Yes | Yes | Yes | Yes | 8.0 |
| 8 | Lend1 | No | A$149/mo | Yes | Yes | Yes | Yes | Yes | 7.9 |
| 9 | Aidium | Yes | Yes | Yes | Yes | Yes | 7.8 | ||
| 10 | MloFlo | No | $4.99/mo | Yes | Yes | Yes | Yes | Yes | 7.7 |
| 11 | Jungo | No | $96/user/mo | Yes | Yes | Yes | Yes | Yes | 7.6 |
| 12 | BNTouch Mortgage CRM | No | Yes | Yes | Yes | Yes | Yes | 7.5 | |
| 13 | Viato | Yes | $29/user/mo | Yes | Yes | Yes | Yes | Yes | 7.4 |
| 14 | Lenlia | No | $9/mo | Yes | Yes | Yes | Yes | Yes | 7.3 |
| 15 | Mortgage Magic | Yes | Yes | Yes | Yes | Yes | 7.2 |
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
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