Effi review
A broad mortgage CRM with AI document tools, mobile access, and broker-focused workflows.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Effi is a mortgage and finance brokerage platform for Australian brokers and brokerages. It brings together lead capture, borrower dashboards, client portals, fact finds, digital loan applications, CRM records, loan pipeline tracking, marketing automation, referral-partner management, and post-settlement retention tools. Mobile apps for iOS and Android add pipeline and KPI views alongside one-tap calling, while web, API, and self-hosted deployment support different operating models. Its strongest fit is a mortgage business that wants borrower management, workflow coordination, and AI-assisted document work in one system.
The published plans are paid and include a 14-day trial. Professional costs $180 per broker per month or $120 per non-broker per month, with AI assistance, AI document analysis, AI notetaking, CRM, phone and aggregator integrations, a fact find, client portal, and open banking budgeting tool. Small Business adds advanced reporting, client retention, a referral portal, SMS automation, and user and role management; its listed prices are $220 per broker and $120 per non-broker per month. Enterprise adds two-way API sync, advanced workflows, bespoke reporting, custom hosting, and custom SMS and email content. Broker rates therefore require closer plan comparison, particularly for teams evaluating higher-tier controls.
Effi’s breadth is its defining strength. Integrations include Connective Mercury, Salestrekker, Quickli, Aircall, and Open Banking, while AI supports document analysis, redaction, naming, filing, notes, messaging, and follow-up. That combination suits brokerages managing varied processes from enquiry through settlement and retention. Buyers seeking a focused pipeline tool may find the wider feature set unnecessary, while teams that need mobile access, borrower portals, referral workflows, and document automation have a clear reason to consider Effi.
Effi pros and cons
- Where it wins
- AI document analysis, redaction, naming, filing, and note taking
- Borrower portals, fact finds, loan pipelines, and digital applications
- Mobile apps, SMS automation, referral tracking, and API integrations
- Where it doesn't
- 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
Effi fact sheet, pricing and score →
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