AI CRM for Mortgage & Lending. Mortgage CRM software that fills itself from every call
AI CRM is mortgage CRM software that fills itself: every borrower, co-borrower, real estate agent and builder who calls, chats, writes or fills in a form becomes a contact, with the whole story on one record. Deals open on the first sales signal and move forward as the borrower acts, while the loan file stays in your origination system.
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7 days free · per company, never per seat · nothing to install
Contacts & Leads
Borrowers, co-borrowers and agents who gave a name and an e-mail or phone on any channel appear here with their source and their status.
Easy setupSet up everything just by talking to Lisa AISee how ›You“Rename the deal stages to inquiry, consultation, application sent, closed and lost.”
Lisa“Your stages will read inquiry, consultation, application sent, closed and lost, and every open deal keeps its place. Apply?”
You talk. Lisa sets it up. Applied only on your yes.
How Mortgage & Lending use it
Before calling back a refinance lead, the loan officer presses Brief me and reads one page: what was asked, what was sent, what to say.
The branch manager sorts by READY TO BUY and sees the borrowers who opened a fee quote or replied in the last two weeks.
Agents writing from one brokerage's verified domain form a single company record, with each agent's calls, mails and tasks together.
REAL AI - the whole Front Office is AI, not old software with an AI button.
What’s included
- Every person and company qualified from the conversations, health score with its WHY, gauges, photo, LinkedIn; nothing typed by your staff
- Deals with stages, probability and expected close, created and moved by the events themselves: lead qualified → demo → quote → won
- Tasks and to-dos assigned to your people, from the AI or by hand, with reminders; calls, meetings and notes logged on the record
- Your own fields on contacts, companies and deals; saved views; tags and segments; record ownership
- Pipeline forecast weighted by probability; win / loss review; "ask your pipeline" in plain language
- Basic contacts and companies stay in every Front Office, this item adds the qualification, the pipeline and the forecast
Add it to any contact channel — AI Phone, AI Webchat, AI E-mail or AI Web Forms — or get it inside a solution · See pricing › · Per company, never per seat.
Everything AI CRM does, for every business ›
Works withAI PhoneAI WebchatAI Web FormsAI DemoAI QuotingAI BookingAI Follow-upAI TicketsAI Returns & WarrantyAI Calls TranscriptsAI Marketing
The record
Key features: what mortgage CRM software does without being asked
Many mortgage CRMs wait for a loan officer to type. This one is written by the borrower conversations themselves, which makes lead management and lead nurturing a by-product of answering.
Leads from every channel
A name with an e-mail or a phone, given on a call, a chat, a pre-approval request form or an e-mail, becomes a contact on its own, with the source on the row and status updates from NEW to quote opened.
The borrower's whole story
Quotes, files, deals, tasks and a timeline of every event on every channel sit on one record, newest first, so a colleague covering a vacation knows where each borrower stands.
Lead scoring before the callback
The AI verifies the e-mail without sending anything, visits a partner's website and scores the buyer type and the risk of a competitor posing as a lead, and you can overrule each verdict.
A health score with its reason
Each contact carries a score from 0 to 100, and the tooltip says why it moved: a reply, a quote opened, or weeks of silence after a consultation.
Deals that keep themselves
A deal opens on the first sales signal and moves on as the borrower acts. The machine never moves a deal back and never marks it lost; a person does.
Brief me before every call
One press on Brief me and Lisa writes a one-page call brief: who the borrower is, what they asked, what was sent and what to say next.
People
A CRM for mortgage brokers and mortgage lenders, with every referral partner
Mortgage professionals talk to far more people than their borrowers, and the record keeps each kind apart and connected.
Your kinds of contact
Borrower, co-borrower, past client, real estate agent, builder, financial planner: you name the kinds your office needs, and one person can belong to several of them.
Brokerages and builders as companies
People with a verified business address at the same domain become one company by themselves, with their agents, deals, tasks and a combined timeline you can edit or merge.
The empty chair
When nobody has spoken with a brokerage's decision maker yet, the company's health line says so, and your team knows whom to reach before counting on its referrals.
Notes the AI reads first
Lead notes you add, such as 'self-employed, prefers e-mail', are read by the AI before every e-mail it writes to that borrower, so borrower outreach sounds like your office.
Pipeline
A mortgage CRM system with a sales pipeline that keeps itself
A board by stage, or a list
Rename New, Qualified, Demo, Quoted, Negotiation, Won and Lost to your own steps, such as inquiry, consultation and application sent, and filter the board by loan officer.
Open deals and the forecast
Above the board sit the open deals, the pipeline and a weighted forecast, each amount times a probability that blends the stage with the contact's health score.
Every move written down
The stage history keeps when each deal moved, who moved it and why, so a branch manager reviewing the month reads facts instead of recollections.
Won, lost and why
A person marks a deal lost and gives the reason; the win/loss report then shows the stage where deals stall and the days spent in each one, for pipeline management and lead conversion you can act on.
A loan officer's day
CRM for mortgage loan officers, from the first coffee to the last call
Before the first coffee
Sort by READY TO BUY: the borrowers who opened a quote, watched a presentation or replied in the last two weeks come first, each with the reason under the name.
Before a callback
Ask Lisa to brief you on a refinance lead and read one page: what was asked, what was sent, the open deal and the next thing to say.
When a pre-approved buyer goes quiet
Ask which quoted deals have been silent for a week; the list comes back with each contact's health and the lead nurturing plan running for them.
When a borrower says stop
Tell Lisa to pause all marketing campaigns to that borrower. Every scheduled step holds until you resume, and a reply your loan officer writes by hand still goes out.
Compared
Mortgage broker CRM compared with the usual tools
How the record of a borrower gets written, depending on the tool the office relies on, from a spreadsheet to separate automation tools.
| For a lending office's front desk | A spreadsheet | A CRM you fill in | Separate phone, chat and mail tools | AI CRM |
|---|---|---|---|---|
| A new pre-approval lead | Typed in when someone has time | Typed in by an assistant | Spread over three inboxes | Created by itself: from the call, chat, form or e-mail |
| Who referred the borrower | A column left blank | A field to remember | Lost between tools | Kept on the row: and on the partner's company record |
| Before calling back | Search the sheet and the mail | Read someone's notes | Open each tool in turn | Brief me: one page from the whole story |
| A quiet referral partner | Noticed months later | A report to build | Not visible | A health score with its reason: on the company record |
| A lost deal | A deleted row | Closed during a cleanup | Not tracked | Marked by a person: with its reason and the stage where it stalled |
Boundaries
What this mortgage CRM leaves to your origination system
The loan file
Every step of the loan process from the application on, with its conditions, disclosures and documents, stays in your origination system, the system of record your licensed team works in.
Credit and pricing
AI CRM pulls no credit report, runs no rate or pricing engine and makes no eligibility or underwriting decision; its scores read engagement, not creditworthiness.
What it holds instead
Every conversation, the intake answers, the consultations, the fee quotes, the follow-up and the referral partners: the side of the business that comes before and around the loan.
Set-up
CRM for mortgage companies, ready in 2 minutes
Nothing to migrate on day one
Every call, chat, form or e-mail that gives a name and a way to reach the borrower lands in Contacts & Leads from the first day; a CSV import waits for review.
Your kinds of contact
Tell Lisa the kinds you use, such as borrower, co-borrower, real estate agent and builder, and she fills the settings and shows the change before you apply it.
Your stages and fields
Rename the stages to your own steps and add fields such as loan type, occupancy or target closing month, as text, a number, a date or a choice.
A week on your own borrowers
Try it free for 7 days, no credit card needed, and read every contact it captured and every deal it opened when the week ends.
Questions & answers
Questions loan officers ask about mortgage CRM software
What is a mortgage CRM?
In the mortgage industry, a CRM is customer relationship management built around borrowers and the partners who refer them: one record per person with every call, chat, form and e-mail, the source of the lead, the consultations booked and the deals in progress. In AI CRM those records fill themselves from the Front Office, so loan officers read instead of typing.
What does CRM stand for in mortgage?
Customer relationship management. In a lending office it means the record of everyone you talk to before and around a loan: prospective borrowers, past clients, real estate agents, builders and other referral partners, with the follow-up owed to each of them.
What CRM do mortgage brokers use?
Many brokers start with a spreadsheet or a general sales CRM their staff must fill in, and some add one made for lending. AI CRM takes another road: it is filled by the phone, the chat, the inbox and the forms, so the record exists even when nobody had time to type.
How does a mortgage CRM work with the loan origination system?
Side by side, beside the origination system in your tech stack, never inside it. AI CRM holds the front-office record: conversations, intake, consultations, quotes and follow-up. The application, the credit decision and the loan file stay in your origination system; managers can export contact data as a logged CSV file, and imported lists wait for review.
Should I use a general-purpose CRM or a mortgage CRM?
Use the one that matches the work your team does before the application. A general CRM platform needs the trade's stages and fields typed in by hand; AI CRM lets you rename the stages, add fields such as loan type, property type or timeline, and fills the contacts itself.
What makes a mortgage CRM different from a general CRM?
Its people and its moments: borrowers and co-borrowers, the agents and builders who refer them, the consultation, the documents asked for, the closing month. AI CRM lets you name those kinds of contact and stages, and keeps referral partners as company records with a health line of their own.
Can the CRM track real estate agents and builders who refer borrowers?
Yes. People with a verified address at the same brokerage or builder domain form one company record with their people, deals, tasks and timeline. Each contact carries a health score from 0 to 100 with the reason it moved, so a referral partner going quiet shows up early.
Does the CRM pull credit or price loans?
No. It pulls no credit report, runs no pricing and makes no underwriting or eligibility decision. Lead scoring in AI CRM reads front-office signals, such as a verified e-mail and the buyer type, never a borrower's creditworthiness.
Can I see which borrowers are likely to move forward?
Yes, as front-office activity. READY TO BUY sorts the people with buying signals in the last fourteen days, and the weighted forecast blends each deal's stage with the contact's health score. It reads engagement only, never credit or the odds of approval.
Can the CRM record borrower calls?
Yes, with AI Phone added. Each call the AI takes is filed on the borrower's record with the transcript and a short summary. Call recording is off as shipped; switched on, each call keeps its recording, and the AI can tell callers the call may be recorded.
What does the best mortgage CRM do for a broker?
The best CRM for a lending office is the one nobody has to feed: contacts captured from every channel, the lead source kept on each row, follow-up written from the borrower's own story, referral partners grouped by company and a loan pipeline that moves as borrowers act. It works beside your origination system, never in its place.
How much does a mortgage CRM cost?
AI CRM is priced per company, never per seat, so every loan officer and assistant works on the same record without a license each. The plans are on the pricing page, and the 7-day free trial runs on your own borrowers with no credit card.
Keep exploring
Where next?
Start with the one thing you need. Add more anytime by asking Lisa.
AI Front Office for Mortgage & Lending ›
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Answers & books
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Included
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Winner at CES 2026, ISE 2026 and TMCnet Enterprise AI Product of the Year.
REAL AI - the whole Front Office is AI, not old software with an AI button.
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