You could make a compelling argument that mortgage lending is all about customer relationship management (CRM). Implementing technology to support your CRM seems like a no-brainer, then. And it’s absolutely true that plenty of banks, credit unions, and mortgage brokerages are seeing significant wins when using a CRM platform well.

The trouble is that not all CRM solutions are created equal. A great CRM for another industry might not deliver the functionality your loan officers need. Since mortgage lending is such a specific vertical, it’s important to find the right tools for the unique kind of work your team does.

Fortunately, plenty of software providers tailor their CRM platforms to lending institutions’ needs. So, let’s look at a few of the top mortgage CRMs available in 2025. To help here, we’re breaking this into two buckets: big CRM providers that serve a variety of industries and mortgage-focused CRMs.

General CRMs that might be right for mortgage lenders

We would be remiss if we didn’t mention a couple of the most established players in the CRM game. While you might want a mortgage CRM built specifically for lenders, there are a couple of general solutions that are big enough to offer all the functionality you probably want. 

Salesforce 

One of the biggest CRM providers out there, Salesforce serves a variety of industries. It does focus on lenders, though. Within Salesforce, you can not only manage contacts but also collect documents from them via upload, track their financial holdings, and manage applications.

Salesforce’s biggest upside is also its biggest drawback: its size. The platform offers a massive range of functionality, but that can mean your loan officers have a hard time finding what they need. This option’s usually best for large lending institutions with tech-savvy team members. 

HubSpot

We’ll highlight one big selling point here first: HubSpot’s CRM is free. At $0, it offers a lot of the core functionality your team needs, like contact management and deal pipelines. 

The free CRM also includes some reporting functionality. This helps you and your loan officers see what’s working and what isn’t. And with built-in AI, the free CRM can automate a lot of the more time-consuming tasks. You can turn proven emails into AI-backed templates your whole team can use, for example. 

All of this said, HubSpot does cap what its free CRM can do, and you’ll need to pay for premium to get more robust functionality. Plus, you’ll likely need to add mortgage-specific integrations to get all of the features you’ll want. 

Mortgage CRM platforms designed specifically for lending institutions

The mortgage lending industry is a big one — and one that really needs CRM capabilities. People have taken note and capitalized on the opportunity to build tools specifically for lenders. A lot of these solutions were created by mortgage pros who understand what loan officers really want and need. 

Some of the top mortgage CRM platforms available in 2025 include:

Jungo 

Built on Salesforce, Jungo offers a CRM paired with a marketing automation platform and built-in compliance measures. 

Part of its value comes from its ability to automatically sync with:

• Some of the most common lead providers, including LendingTree and Zillow, allowing it to capture leads, then distribute them to loan officers 
• Your loan origination system (LOS) to help your team automate the entire loan process
• Your product pricing engine (PPE) so your team always has access to the latest rate and pricing data and can automatically generate quotes 

For lenders that work closely with real estate partners, Jungo also has features to help there. It can build property listing websites, co-brand listing flyers, and generate automated pipeline reports for your referral partners. 

Bonzo

If you’re looking to implement or improve your mortgage CRM to support better outreach, Bonzo could be a good fit. It blends lead engagement with pipeline functionality that can help your team stay organized. 

Bonzo includes both a campaign builder — for everything from drip campaigns to automated follow-ups — and a Google/Facebook ad builder. Plus, its marketing tools make it easy to talk to people in the way they want: with personalized messages that feel fun and human.  

BNTouch

BNTouch combines a lot of the features most lending institutions want in one place. That includes:

• A point of sale (POS) solution
• Syncing with lead providers and automated lead distribution
• Integrations with LOS, PPE, and social media tools
• Automated marketing efforts like weekly market updates
• Tracking and reporting

In other words, this platform functions as an all-in-one tool for a lot of lending institutions. Instead of needing to sync your mortgage CRM with your POS and separate marketing platforms, BNTouch could theoretically do it all. 

Getting started with your mortgage CRM

These are just a few of the options available in 2025. Others worth a look include:

• Aidium 
• Insellerate
• Keap
• LoanMore
• myCRM
• Pipedrive
• Shape
• Total Expert
• Velocify

Clearly, you have choices here. To help yourself hone in on the right option for your specific team of loan officers, your customer base, and your growth goals, take a step back. Where are your biggest pain points? What would be transformative for your team? Would it be reminders to ping leads, automated emails, ease of working with your referral partners, or something else?

When you know what you really need, it gets easier to find a mortgage CRM that can deliver. 

Don’t forget to demo solutions before you buy, too. Playing around in the platform will tell you if it really delivers the advertised features. It also helps you understand how your team will use it. This makes it easier to pick the right platform for your loan officers based on their current technical competencies. 

If you want help navigating all of this — and getting set up with automated tools to drive closed loans — we’re here. Our team at BankingBridge has extensive experience working with mortgage lending teams as they implement CRMs. Plus, our products can plug in seamlessly with your mortgage CRM, helping you create lead workflows, personalized rate dashboards, and more. We offer demos, too, so don’t hesitate to book one today.