Mortgage CRM: how loan officers pick software that stays within the rules

What does a mortgage CRM need to do?

A CRM is a shared list of contacts with a record of every call, email and deal. A general CRM can work, but a mortgage CRM adds features built around the loan process.

• Lead capture: Leads from your website, partners and lead vendors land in one place with their source.
• Loan status updates: The CRM pulls milestones from your loan origination system (LOS) and sends updates to the borrower and agent. An LOS is the software that processes the loan file.
• Partner tracking: You see which real estate agents send you deals and keep in touch with them.
• Past client follow-up: The system reminds you of anniversaries and rate drops that might make a refinance worth it.
• Consent records: It stores when and how each person agreed to calls and texts, and records each opt-out.
• Compliance controls: It keeps borrower data behind logins with access limits and an audit trail.

Which mortgage CRMs should loan officers compare?

These prices come from each vendor's own site as of October 2026. Confirm them with the vendor before you sign.

Jungo

Jungo runs on the Salesforce platform and is built for mortgage teams. Jungo Lite costs $96 a user a month billed yearly, or $119 a user a month on monthly billing. Jungo Bundle costs $125 a user a month billed yearly, or $149 monthly. Bundle adds LOS sync, a leads app and Jungo SMS. Setup fees run from $249 to $299. The page says all Jungo contracts are annual, for at least one year, even if you pay each month.

BNTouch

BNTouch costs $165 a month for a single user. Teams of 2 to 10 users pay $95 a user a month. Plans for up to 10 users run month to month with no contract. Each user gets 5,000 records and 100 text or voice minutes a month. Teams of more than 10 users get custom pricing on a 12-month contract. BNTouch also lists an offer: prepay for 12 months and get the 13th month free.

Floify

Floify is a mortgage point of sale. It collects borrower documents and sends loan updates, and many teams use it next to a CRM. It offers a Lender Edition and a Broker Edition. Its pricing page shows no prices, so you contact sales for a quote.

General CRMs

Some brokers use a general CRM such as HubSpot and add mortgage steps themselves. This can cost less, but you build the loan stages, partner fields and consent tracking on your own. My CRM for small business guide compares the main options.

Product	Type	Starting price (Oct 2026)	Contract
Jungo	Mortgage CRM on Salesforce	$96 a user a month billed yearly, or $119 monthly	Annual, at least one year
BNTouch	Mortgage CRM	$165 a month for one user	Month to month up to 10 users
Floify	Point of sale	Quote only	Not listed

What TCPA rules apply to mortgage outreach?

The Telephone Consumer Protection Act (TCPA) sets federal rules for calls and texts. The FCC's rules in 47 CFR 64.1200 set the main limits below.

• Written consent for automated marketing: Marketing calls or texts to a cell phone that use an autodialer or an artificial or prerecorded voice need prior express written consent. That means a signed agreement that names the phone number.
• AI voices count as artificial: On 8 February 2024, the FCC ruled that AI-generated voices are "artificial" under the TCPA. An AI voice agent making marketing calls needs the same consent.
• Opt-outs by any reasonable means: People can revoke consent in any reasonable way, such as replying "stop" to a text. You must honor it within 10 business days, and you cannot force one single method.
• Calling hours: Sales calls to homes cannot happen before 8 a.m. or after 9 p.m., in the called person's local time.
• Do Not Call lists: You cannot make sales calls to numbers on the National Do Not Call Registry without an exception. You must also keep your own do-not-call list and honor each request for 5 years.

Your CRM should record consent with a date and source for every number. It should stop texts the moment someone opts out and block calls outside allowed hours. Bought leads need extra care, because you must be sure the consent covers your company. If you plan to use texts for marketing, my text message marketing guide covers the setup. Ask a lawyer to review your consent wording.

What does the GLBA Safeguards Rule require from your CRM?

The Gramm-Leach-Bliley Act (GLBA) led to the FTC's Safeguards Rule. The FTC lists mortgage lenders and mortgage brokers as covered businesses. The rule asks for a written security program that protects customer information. Its main parts are listed below.

• A qualified individual: One named person runs and oversees your security program.
• A written risk assessment: You list the risks to customer data and check them again over time.
• Encryption: Customer data must be encrypted when stored and when sent.
• Multi-factor login: Anyone who signs in to customer data needs more than a password, such as a code sent to a phone.
• Vendor oversight: You check that your vendors, including your CRM, protect the data, and you put this in the contract.
• A written incident plan: You plan in advance what you will do if data leaks.
• A yearly report: The qualified individual reports in writing at least once a year to your board or a senior officer.

Since May 2024, you must tell the FTC when the unencrypted data of at least 500 consumers is taken without permission. You must do it no later than 30 days after you find it. Firms with data on fewer than 5,000 consumers are exempt from some parts of the rule, though not all of it.

When you pick a CRM, ask the vendor about encryption, multi-factor login, access controls and audit logs. Ask how they will tell you about a breach.

What should loan officers check before buying?

• LOS sync: Confirm the CRM syncs with your loan origination system. Ask the vendor to show it working, and do not rely on a slide.
• Consent tracking: Check that every contact stores consent with date and source, and that opt-outs stop all messages.
• Contract length: Some vendors require a yearly contract. Know what you are signing.
• Data ownership: Ask how you get your contacts and history out if you leave or change companies.
• Team needs: Check that branch managers can see pipelines without seeing more borrower data than they need.

Which AI features help loan officers?

Lead follow-up within minutes

An AI assistant can reply to a new web lead by text within a minute, ask a few questions and book a call. It must only text people who gave consent, and it must stop the moment they opt out. My guide to AI SDRs explains how these assistants work.

Document checklists with automatic reminders

AI can read the documents a borrower uploads, check them against the loan checklist and send a polite reminder for what is missing. A processor reviews the file before it moves on.

Past client watch lists

AI can scan your past clients and flag those who may benefit from a refinance, based on rules you set. It drafts a personal message for the loan officer to review and send.

When does a custom mortgage CRM make sense?

Most loan officers and small brokers should buy a mortgage CRM. The products above already handle loan stages and partner tracking.

A custom build or add-on makes sense for a few teams.

• Many tools that do not connect: Your LOS, point of sale, dialer and CRM each hold part of the story.
• Large teams paying per seat: A per-user price across many loan officers adds up each year.
• Unusual products: Commercial, non-QM or construction lending may need stages and checks that standard tools lack.
• Strict control of data: You may want borrower data to stay in systems you control, with your own audit trail.

What mistakes do loan officers make with CRM compliance?

The compliance side of a mortgage CRM is where real mistakes happen, usually quietly, until an audit or a complaint surfaces them.

• Texting from a personal phone instead of the CRM. The moment an officer steps outside the system to text a borrower, that message stops being logged, and the consent record for it stops existing. If it is not in the CRM, you cannot prove it was consented to.
• Treating written consent as a one-time checkbox. Consent is tied to a specific phone number and a specific purpose. A borrower who gives consent for loan updates has not consented to marketing texts about a refinance six months later, even in the same CRM record.
• Leaving the Safeguards Rule to IT alone. The rule requires a named qualified individual who owns the program, a written risk assessment and a response plan, not just encrypted storage. A CRM with good security settings does not satisfy the rule on its own if nobody owns the paperwork around it.

How would Blur Studio approach a mortgage CRM project?

I begin by walking one real loan through your process, from lead to closing to the follow-up a year later. I mark where data gets retyped and where consent records could break. If a software subscription mortgage CRM fits, I tell you to buy it. If not, I build the missing pieces. That might be a portal for agent partners or an AI assistant that only texts people with recorded consent. It could also be a sync that joins your LOS to your CRM. Your company keeps the code and the accounts, and I take care of it after launch.