Mortgage CRMs make money for you after closing: rate-drop alerts, refinance timing and past-client marketing. Their pricing is often harder to see than the features.
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We track two mortgage-specific CRMs and the general CRMs loan officers commonly use. Watch for two cost traps: Jungo requires a separate Salesforce license on top of its own price, and Shape does not publish prices on its pricing page.
order = 70% fact score + 30% documented industry fit · computed, not negotiated · methodology
Low-cost, deep CRM with a free plan for three users that already includes workflow automation; Standard adds email integration, built-in calling and custom modules.
General CRM (industry fit 0). Core plan: Standard $14 /user/mo.
Free CRM for two users plus a broad paid suite; Sales Hub Starter adds workflows and calling, while Professional jumps to $90+ per seat and a required $1,500 onboarding.
General CRM (industry fit 0). Core plan: Starter $20 /user/mo.
Mortgage CRM and marketing app that runs on Salesforce; Jungo publishes its own per-user price, but you also need a separate Salesforce license.
Industry fit 10/10: mortgage marketing, LOS sync and refinance alerts on Salesforce. Core plan: Lite $96 /user/mo.
Mortgage CRM with a built-in dialer, texting and AI add-ons; the vendor pricing page lists tiers but no dollar amounts.
Industry fit 10/10: loan-stage pipelines, dialer and mortgage compliance tooling. Core plan: quote-only pricing.
Salesforce's financial-services edition with advisor, household and banking data models, from $325 per user per month billed annually.
Industry fit 5/10: digital origination available as an add-on. Core plan: Sales Core $325 /user/mo.
Visual, pipeline-first sales CRM; two-way email sync and automations start on Growth, and the Nova AI assistant is included on every plan.
General CRM (industry fit 0). Core plan: Growth $39 /user/mo.
| # | CRM | Score | Core plan | 5 users / yr 1 | Free option |
|---|---|---|---|---|---|
| 1 | Zoho CRM | 6.9 | Standard · $14 | $840 | free plan |
| 2 | HubSpot | 6.8 | Starter · $20 | $1,200 | free plan |
| 3 | Jungo | 5.9 | Lite · $96 | — | demo |
| 4 | Shape | 5.9 | quote only | — | demo |
| 5 | Salesforce Financial Services Cloud | 5.6 | Sales Core · $325 | $19,500 | 30-day trial |
| 6 | Pipedrive | 5.5 | Growth · $39 | $2,340 | 14-day trial |
Compare the top 3 side by side →
Zoho CRM ranks first on our combined score. Mortgage-specific tools score lower on cost and transparency in our formula because their full price is not public.
Yes. Jungo runs on Salesforce, so you pay for a Salesforce license in addition to Jungo’s per-user price and setup fee. See the Jungo review.