# Shape Mortgage CRM vs Surefire CRM Comparison

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## Frequently Asked Questions

### What is the difference between Surefire CRM vs Shape Mortgage CRM?

Shape Mortgage CRM stands out over Surefire CRM with a higher G2 rating, stronger support, and superior ease of setup.

| [Surefire CRM](https://www.g2.com/products/surefire-crm/reviews) | [Shape Mortgage CRM](https://www.g2.com/products/shape-software-shape-mortgage-crm/reviews) |
| --- | --- |
| 4.0/5 (20 reviews) | 4.9/5 (100 reviews) |
| Mid-Market | Small-Business |
| 7.0 | 9.6 |
| 7.3 | 9.9 |
| Built-in marketing content and automation | AI-powered automation and end-to-end workflow |



### How do the pricing models of Surefire CRM and Shape Mortgage CRM compare?

Shape Mortgage CRM is rated as a stronger value than Surefire CRM, with higher satisfaction on price and cost-related dimensions.

- **Surefire CRM:** Reviewers note the platform offers robust marketing automation but express frustration with support and integration limitations, impacting perceived value.
- **Shape Mortgage CRM:** Reviewers consistently highlight high satisfaction with the feature set, automation, and AI tools, describing the product as worth the investment.
- **Switching reasons:** Recent reviewers cite moving away from Surefire CRM due to support and integration challenges, seeking more comprehensive automation and better support.



### What are the best alternatives to Surefire CRM and Shape Mortgage CRM?

The top three alternatives to Surefire CRM and Shape Mortgage CRM are BNTouch Mortgage CRM, Total Expert, and nCino's Mortgage Suite.

| Product | G2 Rating (reviews) | Largest Segment | Pricing Insight | Top Reviewer-Cited Strength |
| --- | --- | --- | --- | --- |
| [Surefire CRM](https://www.g2.com/products/surefire-crm/reviews) | 4.0/5 (20 reviews) | Mid-Market | — | Built-in marketing content and automation |
| [Shape Mortgage CRM](https://www.g2.com/products/shape-software-shape-mortgage-crm/reviews) | 4.9/5 (100 reviews) | Small-Business | — | AI-powered automation and end-to-end workflow |
| [BNTouch Mortgage CRM](https://www.g2.com/products/bntouch-mortgage-crm/reviews) | 4.5/5 (68 reviews) | Small-Business | — | Comprehensive mortgage-specific CRM features |
| [Total Expert](https://www.g2.com/products/total-expert-lead-management/reviews) | 4.5/5 (157 reviews) | Mid-Market | — | Robust lead management and marketing automation |
| [nCino's Mortgage Suite](https://www.g2.com/products/ncino-s-mortgage-suite/reviews) | 4.9/5 (95 reviews) | — | — | Highly rated for end-to-end mortgage process management |



### Which Mortgage CRM features should I prioritize when comparing Surefire CRM and Shape Mortgage CRM?

Buyers comparing Surefire CRM and Shape Mortgage CRM should prioritize automation, ease of use, quality of support, workflow customization, and integration capabilities.

- **Automation:** Surefire CRM scores 7.9 on Meets Requirements; Shape Mortgage CRM scores 9.8, with reviewers highlighting AI-powered automation as a key differentiator.
- **Ease of Use:** Surefire CRM scores 6.7; Shape Mortgage CRM scores 9.9, indicating a significant usability advantage for Shape Mortgage CRM.
- **Quality of Support:** Surefire CRM scores 7.3; Shape Mortgage CRM scores 9.9, reflecting a strong support experience for Shape Mortgage CRM users.
- **Workflow Customization:** Both products are frequently cited for workflow features, but Shape Mortgage CRM is noted for AI-driven workflow automation.
- **Integration Capabilities:** Reviewers mention integration challenges with Surefire CRM, while Shape Mortgage CRM is praised for easy LOS and POS integration.



### What are the pros and cons of Surefire CRM vs Shape Mortgage CRM?

Shape Mortgage CRM's headline strength is its AI-powered automation and ease of use, while Surefire CRM is recognized for its built-in marketing content and automation.

- **Surefire CRM strengths:** Built-in library of marketing emails and flyers, robust marketing automation, customizable workflows, and strong contact management.
- **Surefire CRM trade-offs:** Reviewers cite limited integrations with LOS platforms, delayed or unresponsive support, and a steeper learning curve for new users.
- **Shape Mortgage CRM strengths:** AI-powered automation, end-to-end workflow management, high ease of use, strong customer support, and comprehensive feature set for mortgage professionals.
- **Shape Mortgage CRM trade-offs:** Some reviewers mention a desire for more customization options and note that the breadth of features can be initially overwhelming.



### Is Surefire CRM or Shape Mortgage CRM better for small businesses?

Shape Mortgage CRM is the better fit for small businesses, with a higher share of small-business reviewers and stronger satisfaction scores.

- **Surefire CRM:** Largest segment is Mid-Market; reviewers highlight marketing automation but note integration and support limitations.
- **Shape Mortgage CRM:** Largest segment is Small-Business; reviewers consistently praise ease of use, automation, and support, making it highly suitable for small teams.



### Which Mortgage CRM platform has better integrations?

Shape Mortgage CRM is favored by reviewers for integrations, especially with LOS and POS systems.

- **Surefire CRM:** Reviewers mention integration challenges with LOS platforms and limited third-party integration options.
- **Shape Mortgage CRM:** Reviewers highlight easy integration with LOS and POS systems, contributing to workflow efficiency.



### How do Surefire CRM and Shape Mortgage CRM compare on customer support?

Shape Mortgage CRM outperforms Surefire CRM on Quality of Support by a margin of 2.6 points, a highly material difference.

- **Surefire CRM:** Reviewers report inconsistent support experiences, with some citing delayed responses and lack of live support channels.
- **Shape Mortgage CRM:** Reviewers consistently praise responsive, knowledgeable, and helpful support, with many describing it as the best support experience they've had in a CRM.



### Which is easier to implement, Surefire CRM or Shape Mortgage CRM?

Shape Mortgage CRM is significantly easier to implement than Surefire CRM, with a 2.6-point advantage in Ease of Setup.

- **Surefire CRM:** Reviewers describe a moderate learning curve and note that setup can be challenging, especially when integrating with other systems.
- **Shape Mortgage CRM:** Reviewers consistently report quick onboarding, straightforward data import, and easy configuration, with many describing implementation as "a breeze."



### Which product has better Workflows?

Shape Mortgage CRM is favored for Workflows, with reviewers highlighting AI-driven automation and workflow customization.

- **Surefire CRM:** Reviewers note customizable workflows and automation features, with a Meets Requirements score of 7.9.
- **Shape Mortgage CRM:** Reviewers consistently praise workflow automation, AI-powered task management, and a Meets Requirements score of 9.8.



| | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Star Rating** | 4.9 out of 5 | 4.0 out of 5 | 
| **Total Reviews** | 101 | 20 | 
| **Largest Market Segment** | Small-Business (47.0% of reviews) | Mid-Market (75.0% of reviews) | 
| **Entry Level Price** | $119.00 | No pricing available | 


---
## Ratings Comparison
| Rating | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
  | **Meets Requirements** | 9.8 (94 reviews) | 7.9 (13 reviews) | 
  | **Ease of Use** | 9.9 (94 reviews) | 6.7 (14 reviews) | 
  | **Ease of Setup** | 9.6 (14 reviews) | 7.0 (9 reviews) | 
  | **Ease of Admin** | 9.3 (9 reviews) | 7.0 (10 reviews) | 
  | **Quality of Support** | 9.9 (94 reviews) | 7.3 (14 reviews) | 
  | **Has the product been a good partner in doing business?** | 10.0 (9 reviews) | 7.3 (10 reviews) | 
  | **Product Direction (% positive)** | 9.4 (92 reviews) | 7.3 (13 reviews) | 

---
## Pricing

### Shape Mortgage CRM

#### Entry-Level Pricing

Plan: Shape Core

Price: $119.00

Description: Core is the full Shape CRM for a single loan officer or a small team. You get contact management, pipelines, tasks, and omni channel communication in one system, with 100,000 records included so your past-client database is always working. On the lead side, Core captures leads in real time from any source, runs duplicate checks, and pushes new leads out through automated distribution rules. QuickFire lets you call the lead the moment it lands. Built-in phone, two-way texting, and email mean the follow-up happens in the CRM instead of three other tools.

Key Features:
- Full CRM and lead management features
- QuickFire speed-to-lead distribution
- Lead Routing and shark tanks with state licensing logic

[Browse all 3 editions](https://www.g2.com/products/shape-software-shape-mortgage-crm/pricing)

#### Free Trial

No

### Surefire CRM

#### Entry-Level Pricing

No pricing available

#### Free Trial

No information available

---
## Features Comparison By Category

### Mortgage CRM

| Product | Score | Reviews |
|---|---|---|
| **Shape Mortgage CRM** | 9.8/10 | 90 |
| **Surefire CRM** | 7.5/10 | 13 |

#### Loan Services

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **LOS Integration - Mortage CRM** | 9.5 (83 reviews) | 6.5 (12 reviews) | 
| **Alerts - Mortgage CRM** | 9.9 (87 reviews) | 7.9 (12 reviews) | 
| **Lender Relationship - Mortgage CRM** | 9.9 (86 reviews) | 7.9 (11 reviews) | 
| **Compliance - Mortgage CRM** | 9.9 (87 reviews) | 7.1 (11 reviews) | 
| **Commercial Mortgages** | Not enough data | Not enough data | 
| **Third-Party Integrations** | Not enough data | Not enough data | 

#### Client Management

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Contact Management - Mortgage CRM** | 9.9 (89 reviews) | 8.1 (13 reviews) | 
| **Real Estate CRM - Mortgage CRM** | 9.9 (86 reviews) | 6.9 (8 reviews) | 
| **Email Marketing Automation - Mortgage CRM** | 9.9 (88 reviews) | 7.8 (13 reviews) | 
| **Workflow Management** | Not enough data | Not enough data | 
| **Loan Management** | Not enough data | Not enough data | 
| **Document Management** | Not enough data | Not enough data | 
| **Escrow Management** | Not enough data | Not enough data | 
| **Property Tax Management** | Not enough data | Not enough data | 
| **Lead Management** | Not enough data | Not enough data | 
| **Borrower Management** | Not enough data | Not enough data | 
| **Pricing Management** | Not enough data | Not enough data | 
| **Pipeline Management** | Not enough data | Not enough data | 
| **Refinance Management** | Not enough data | Not enough data | 
| **Task Management** | Not enough data | Not enough data | 
| **Compliance Management** | Not enough data | Not enough data | 
| **Residential Mortgages** | Not enough data | Not enough data | 

#### Agentic AI - Mortgage CRM

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Autonomous Task Execution** | Not enough data | Not enough data | 
| **Multi-step Planning** | Not enough data | Not enough data | 
| **Cross-system Integration** | Not enough data | Not enough data | 
| **Adaptive Learning** | Not enough data | Not enough data | 
| **Proactive Assistance** | Not enough data | Not enough data | 
| **Decision Making** | Not enough data | Not enough data | 

#### Additional Functionality

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Third Party Loan Origination** | Not enough data | Not enough data | 
| **Loan Servicing** | Not enough data | Not enough data | 
| **Outsource Processing** | Not enough data | Not enough data | 
| **Pre-Qualification** | Not enough data | Not enough data | 
| **Loan Origination** | Not enough data | Not enough data | 
| **Visual Presentation** | Not enough data | Not enough data | 
| **Accounting** | Not enough data | Not enough data | 
| **Activity Dashboard** | Not enough data | Not enough data | 
| **For Brokers** | Not enough data | Not enough data | 
| **Credit Reporting** | Not enough data | Not enough data | 
| **Generative AI** | Not enough data | Not enough data | 
| **API** | Not enough data | Not enough data | 
| **Client Database** | Not enough data | Not enough data | 
| **HUD Settlement Statements** | Not enough data | Not enough data | 
| **Search/Filter** | Not enough data | Not enough data | 
| **Government Loans** | Not enough data | Not enough data | 
| **For Borrowers** | Not enough data | Not enough data | 
| **Promissory Notes** | Not enough data | Not enough data | 
| **Multi-Branch** | Not enough data | Not enough data | 
| **AI Copilot** | Not enough data | Not enough data | 
| **Lender Search** | Not enough data | Not enough data | 
| **Reporting & Statistics** | Not enough data | Not enough data | 
| **Document Storage** | Not enough data | Not enough data | 
| **Marketing Automation** | Not enough data | Not enough data | 
| **Contact Management** | Not enough data | Not enough data | 
| **Amortization Schedule** | Not enough data | Not enough data | 
| **Customer Statements** | Not enough data | Not enough data | 
| **Electronic Applications** | Not enough data | Not enough data | 
| **Payment Tracking** | Not enough data | Not enough data | 

### Mortgage Point of Sale (POS)

| Product | Score | Reviews |
|---|---|---|
| **Shape Mortgage CRM** | 10.0/10 | 79 |
| **Surefire CRM** | N/A | N/A |

#### Borrower Tools

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Borrower Portal** | 9.9 (79 reviews) | Not enough data | 
| **Comparison** | 9.9 (79 reviews) | Not enough data | 

#### Lender Tools

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Loan Pipeline** | 10.0 (79 reviews) | Not enough data | 
| **Credit Pull** | 10.0 (79 reviews) | Not enough data | 
| **Workflows** | 10.0 (78 reviews) | Not enough data | 
| **Mobility** | 10.0 (79 reviews) | Not enough data | 

#### Core Functionality

| Feature | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Integrations** | 10.0 (79 reviews) | Not enough data | 
| **Customization** | 10.0 (79 reviews) | Not enough data | 
| **Document Management** | 10.0 (79 reviews) | Not enough data | 

---
## Categories
**Shared Categories (1):** [Mortgage CRM Software](https://www.g2.com/categories/mortgage-crm)

**Unique to Shape Mortgage CRM (1):** [Mortgage Point of Sale (POS) Software](https://www.g2.com/categories/mortgage-point-of-sale-pos)



---
## Reviewer Demographics

### By Company Size

| Segment | Shape Mortgage CRM | Surefire CRM | 
|---|---|---|
| **Small-Business** | 47.0% | 20.0% | 
| **Mid-Market** | 42.0% | 75.0% | 
| **Enterprise** | 11.0% | 5.0% | 

### By Industry

#### Shape Mortgage CRM

- **Financial Services:** 21.2%
- **Marketing and Advertising:** 6.1%
- **Accounting:** 4.0%
- **Automotive:** 4.0%
- **Real Estate:** 4.0%
- **Human Resources:** 4.0%
- **Banking:** 3.0%
- **Hospital & Health Care:** 3.0%
- **Information Technology and Services:** 3.0%
- **Airlines/Aviation:** 2.0%
- **Other:** 45.5%

#### Surefire CRM

- **Financial Services:** 50.0%
- **Real Estate:** 30.0%
- **Insurance:** 5.0%
- **Information Technology and Services:** 5.0%
- **Education Management:** 5.0%
- **Consumer Services:** 5.0%

---
## Alternatives

### Alternatives to Shape Mortgage CRM

- [BNTouch Mortgage CRM](https://www.g2.com/products/bntouch-mortgage-crm/reviews) — 4.5/5 stars (68 reviews)
- [nCino's Mortgage Suite](https://www.g2.com/products/ncino-s-mortgage-suite/reviews) — 4.9/5 stars (95 reviews)
- [Lead Management](https://www.g2.com/products/total-expert-lead-management/reviews) — 4.5/5 stars (158 reviews)
- [Jungo: The Mortgage App](https://www.g2.com/products/jungo-the-mortgage-app/reviews) — 4.5/5 stars (20 reviews)
- [Encompass Digital Mortgage Solution](https://www.g2.com/products/encompass-digital-mortgage-solution/reviews) — 4.2/5 stars (61 reviews)
- [Floify](https://www.g2.com/products/floify/reviews) — 4.8/5 stars (57 reviews)
- [Insellerate](https://www.g2.com/products/insellerate/reviews) — 4.6/5 stars (25 reviews)
- [Aidium Mortgage](https://www.g2.com/products/aidium-mortgage/reviews) — 3.9/5 stars (7 reviews)
- [MeridianLink Mortgage](https://www.g2.com/products/meridianlink-mortgage/reviews) — 4.2/5 stars (41 reviews)
- [Cimmaron Mortgage Manager](https://www.g2.com/products/cimmaron-mortgage-manager/reviews) — 4.7/5 stars (25 reviews)

### Alternatives to Surefire CRM

- [BNTouch Mortgage CRM](https://www.g2.com/products/bntouch-mortgage-crm/reviews) — 4.5/5 stars (68 reviews)
- [Lead Management](https://www.g2.com/products/total-expert-lead-management/reviews) — 4.5/5 stars (158 reviews)
- [Jungo: The Mortgage App](https://www.g2.com/products/jungo-the-mortgage-app/reviews) — 4.5/5 stars (20 reviews)
- [nCino's Mortgage Suite](https://www.g2.com/products/ncino-s-mortgage-suite/reviews) — 4.9/5 stars (95 reviews)
- [Insellerate](https://www.g2.com/products/insellerate/reviews) — 4.6/5 stars (25 reviews)
- [Aidium Mortgage](https://www.g2.com/products/aidium-mortgage/reviews) — 3.9/5 stars (7 reviews)
- [MLO Shift](https://www.g2.com/products/mlo-shift/reviews) — 5.0/5 stars (1 reviews)
- [eClosing by Snapdocs](https://www.g2.com/products/eclosing-by-snapdocs/reviews) — 4.6/5 stars (28 reviews)
- [Cimmaron Mortgage Manager](https://www.g2.com/products/cimmaron-mortgage-manager/reviews) — 4.7/5 stars (25 reviews)
- [Unify CRM](https://www.g2.com/products/unify-crm/reviews) — 4.4/5 stars (4 reviews)

---
## Top Discussions

### Shape Mortgage CRM

- Title: [What is Shape Mortgage Software used for?](https://www.g2.com/discussions/what-is-shape-mortgage-software-used-for) — 1 comment *(includes official response)*
  > **Top comment:** "Shape Mortgage CRM is used by loan officers, brokers, and mortgage banks to manage leads from first contact through funding, and to keep marketing running to..."

### Surefire CRM

No discussions available for this product.

---
**Source:** [G2.com](https://www.g2.com) | [Comparison Page](https://www.g2.com/compare/shape-software-shape-mortgage-crm-vs-surefire-crm)