In 2026, there’s absolutely no reason to make your team work harder than necessary. In other words, your lending institution should absolutely be deploying a platform for customer relationship management (CRM). 

If you think a mortgage CRM is just a digital Rolodex, think again. Good CRM software for mortgage lenders doesn’t just keep contact info organized. It captures conversations, automates next steps, and gathers data so you can analyze trends and spot opportunities. Operating a mortgage business without a CRM is like using an oar when you could use an outboard motor. It makes everything harder. 

To help you support your team, streamline your processes, and close more loans in 2026, we want to recommend eight of the top mortgage CRMs right now. 

Relcu

Founded in 2020, Relcu has been making a name for itself as a leading-edge CRM for financial services companies. Purpose-built for the mortgage industry, it can help your team get better visibility into your leads and customers. 

Reclu’s mortgage CRM offers some advantages over more general software options, including built-in lead scoring and distribution. It also features an AI co-pilot to help your team do more faster and more intelligently.  

Beyond functioning as a CRM, Relcu also works as a customer engagement platform. This helps you deliver consistent communication across all your channels (e.g., email, SMS), then analyze past performance to refine your strategy. With Relcu’s analytical capabilities, you can develop actionable insights from your company data.  

Total Expert

Another tool tailor-made for financial institutions, Total Expert is technically a customer experience platform that includes a mortgage CRM. The software brings together customer tracking functionality with automation and productivity tools your loan officers can use. 

The mortgage side of Total Expert features tools that help lending institutions overcome common roadblocks. The platform features automation tools that ping leads with reminders if they haven’t completed their loan application, for example. 

When used well, this mortgage CRM+ helps your loan officers stay in lockstep with leads throughout their loan journey, ideally boosting their application-to-close rate. 

HighLevel

HighLevel touts itself as an all-in-one platform offering everything your team needs to take its marketing efforts to the next level. Within HighLevel, you can create landing pages, surveys, and more to capture leads. The platform includes a calendar application to help your LOs connect directly with leads, too. 

Then, HighLevel offers a range of lead nurture tools, including automated follow-up campaigns. At the same time, HighLevel’s app makes it possible for your team to talk directly with leads from any device. 

Like any good mortgage CRM, the platform has pipeline management functionality. It also offers analytics so your team can see what’s working and where it can make improvements. 

Salesforce

The across-the-board leader in CRMs, Salesforce is an absolute powerhouse in the space. Now branding itself as “the #1 AI CRM,” the platform deploys artificial intelligence in a number of ways that can make life easier for your team and your leads. 

While Salesforce wasn’t built for the financial services industry like others on this list, it does offer some mortgage-focused features. That includes pre-built mortgage objects in the CRM that let your team capture information like income and employment. Salesforce also offers document collection, automated approval management, and guided loan application features. 

HubSpot

Another big player in the CRM game across industries, HubSpot stands out because it offers a free CRM. If you’ve been slow to implement a modern customer relationship management platform because of concerns around cost, this is a great place to start. 

Be advised, though, that HubSpot limits functionality on the free version of its CRM. It can be a great tool for smaller lending teams. It still gives you a way to store customer information, monitor loan opportunities, and gather up company data. 

If you want more robust tools, you can pay for HubSpot. This lets you remove HubSpot branding from the emails you send and the forms you use through the platform, for example. It unlocks more reporting dashboards, more meeting links, and more. To compare free vs. paid HubSpot, see here. 

Insellerate

Insellerate offers a mortgage CRM and lead management platform. It helps your team capture leads, intelligently distribute them, then optimize workflows to serve them. The platform also offers both inbound and outbound call handling functionality, including inbound call routing. 

To support your lead capture and nurture, Insellerate includes automated marketing campaign features. It can send automated loan status updates via email and text, too. 

As an added bonus, the mortgage CRM offers features that don’t just help you track leads and customers, but also real estate agents and other referral partners. You can co-brand marketing campaigns with your partners through Insellerate. 

Follow Up Boss

This Zillow product is geared toward real estate professionals, which makes it useful for people in the mortgage space. It aims to be “more than a CRM,” delivering a central hub where all of your lead info lives and ideally grows. 

Follow Up Boss (FUB) offers a range of integrations (250+, in fact) so you can connect every lead source, then distribute leads and automate engagement with those leads. It syncs with Google, Microsoft, Zapier, Mailchimp, and more.

The reporting in FUB makes it easy to evaluate pipeline performance and coach loan officers when they need it, too.   

Shape

Shape offers an AI-powered CRM geared toward mortgage companies. It includes sophisticated lead distribution tools that let you establish rules based on loan type, volume limits, and more. 

The mortgage CRM also helps to highlight hot leads so your team directs their efforts toward those loans with the highest likelihood of closing. 

It also has dedicated phone numbers for LOs, call forward, call recording, AI texting, and other features to support lead capture and conversion. On top of that, Shape supports your marketing efforts through options like pre-built emails and social media tools. 

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These mortgage CRMs all come with their own unique pros and cons. The ones that offer more robust features tend to come with a higher price tag, so it all comes down to figuring out what your team needs. 

We can help. We have experience working with all of these CRMs because we build BankingBridge integrations with them. To talk with our team about how these mortgage CRMs work and which might be best for your lending institution, book some time with us.