--- title: Surefire CRM Reviews meta\_title: 'Surefire CRM Reviews 2026: Details, Pricing, & Features | G2' meta\_description: Filter 20 reviews by the users' company size, role or industry to find out how Surefire CRM works for a business like yours. aggregate\_rating: rating\_value: 4.0 review\_count: 20 scale: '5' date\_modified: '2026-08-07' parent\_category: name: Loan url: https://www.g2.com/categories/loan --- # Surefire CRM Reviews & Product Details Claimed ###### Profile Status This profile is currently managed by Surefire CRM but has limited features. Are you part of the Surefire CRM team? [Upgrade your plan](https://sell.g2.com) to enhance your branding and engage with visitors to your profile! From individuals to enterprise lenders, Surefire CRM helps thousands of mortgage lenders and mortgage loan officers win new business, earn repeat business and gain referral business with intuitive, “set it and forget it” workflows and award-winning content that inspires emotional connections with customers. * * * Seller [Intercontinental Exchange](https://www.g2.com/sellers/intercontinental-exchange) Discussions [Surefire CRM Community](https://www.g2.com/products/surefire-crm/discuss) Languages Supported English Overview by Nicholas Vonderau Show More ## Value at a Glance Averages based on real user reviews. ### Time to Implement 4 months ### Return on Investment 19 months [ View More Pricing Information ](https://www.g2.com/products/surefire-crm/pricing) ## Top-Rated Alternatives [ ![BNTouch Mortgage CRM](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "BNTouch Mortgage CRM") BNTouch Mortgage CRM 4.5/5(68) ](https://www.g2.com/products/bntouch-mortgage-crm/reviews) [ ![Lead Management](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lead Management") Lead Management 4.5/5(157) ](https://www.g2.com/products/total-expert-lead-management/reviews) [ ![Jungo: The Mortgage App](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Jungo: The Mortgage App") Jungo: The Mortgage App 4.5/5(20) ](https://www.g2.com/products/jungo-the-mortgage-app/reviews) [ View All Alternatives ](https://www.g2.com/products/surefire-crm/competitors/alternatives) ## User Insights Average based on 20 real user reviews. Implementation Time 4 months [Log in to unlock pricing and user insights](/login) ![Brent M.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Brent M.") BM Brent M. Senior Mortgage Loan Originator Small-Business (50 or fewer emp.) 8/30/2023 "Support for this once great CRM is now AWFULLY bad." 0/5 What do you like best about Surefire CRM? The content in the marketing materials section is solid. Maggie is a lady who hosts training sessions via zoom. She is the most knowledgable person I've found at the company. Zach Chasen who was the sales representatitve I delt with was also pleasant and helpful. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? Years ago when Surefire/Top of mind was owned by somebody else, support was good. Now it is horrible. There is ZERO phone support. There is zero live chat with a support agent. Email requests for support are often ignored and require multiple follow ups to get a response. Seldom is the response helpful. CRMs are complex products and this one effectively has zero support. I regret paying for a subscriptioin last year. A couple weeks before renewl and informed 3 different people at Top of mind that I did not wish to renew. My request to discontinue service was acknowledged by three separate emails yet they charged me $1944.90 and I'm livid. You would be wise to consider other CRM options. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? I had hoped that Surefire CRM would help me maintain contact with past clients and business partners in effort to grow my business. Staying in touch by providing valueable information was my goal. Review collected by and hosted on G2.com. Show More Validated ReviewerSource: Organic ![Nathan G.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Nathan G.") NG Nathan G. Small-Business (50 or fewer emp.) 5/19/2023 "Great Software IF it integrates with your LOS." 3.5/5 What do you like best about Surefire CRM? Surefire has a lot of great content that comes ready to begin marketing in all things purchase related and refinance related. The amount of information it is able to store and take advantage of is great. And the marketing material is great. The Loan Milestones are also well done. It comes pretty ready to go, but is also very customizable. Allowing you to create your own fields, workflows, and marketing material rather quickly. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? The only downside (and I know this because I switched from LendingPad to Arive from a brokerage change) is that if your LOS does not integrate well to import/update both loan status data then this CRM is almost useless. Unless you are only using it to market to inbound leads that you want to dump into respective buckets for marketing automatically. But most API options I have seen will not allow for new loans to be created and updated. So the milestones become useless unless you want to manually move loan information over and manually update statuses. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Marketing automation and working a database of both past clients and new ones. Loan milestones were a major plus if you have a proper integration. So make sure it does that with the LOS. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite CS Carl S. Small-Business (50 or fewer emp.) 4/5/2023 "Robust Program that can deliver, but the user must take the helm and drive the ship." 4/5 What do you like best about Surefire CRM? Well laid out tool that houses my contacts and provides an ability to sort them by category. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? There seems to be a lack of interface with my loan officer POS origination tool. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? This CRM captures my clients data and makes it readily available to me when I need it. I point to my own lack of knowledge about the program when I think of its deficiencies. I am confident that it does much more than I ask it to do. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite ![Michael C.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Michael C.") MC Michael C. Onboarding and Technology Manager Mid-Market (51-1000 emp.) 5/17/2022 "Excellent for tracking clients and running multiple marketing and touch campaigns." 4.5/5 What do you like best about Surefire CRM? Love the marketing tools. Digital deployments, flyers, single property site and landing pages are all fantastic tools to generate relationships and leads. The client and lead tracking tools are great. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? The connection to openclose isn't the greatest but this is more of an openclose issue than a surefire one. There is a slight learning curve and some difficult concepts but once you've got it down surefire is incredibly easy and user friendly. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Tracking leads, clients, and deals along the pipeline. Marketing to leads and clients. Creating business relationships and partnerships through use of tools and materials. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite ![Maureen F.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Maureen F.") MF Maureen F. Marketing Vendor Coordinator Mid-Market (51-1000 emp.) 6/24/2021 "A CRM System that is intelligent enough to grow with your company" 5/5 What do you like best about Surefire CRM? Their customer service is top-notch. The system is customizable to the point where each Loan Officer could have their own rules and workflows if you choose to. The number of rules you can generate for specific needs is endless. They are constantly trying to improve their system and take our feedback to the parts of their team that need to hear it. We genuinely appreciate that we can take an idea to them, and they will help us create it inside the CRM. If there is a way to get it done, they will do it. The Top of Mind team has perseverance and a real willingness to help. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? Our most significant difficulty is explaining to a salesperson where to find specific emails inside rules and if they had been deployed/ opened/ read, etc. It is not easy. We have some of the same issues with their reporting section. It doesn't work as intended, and exports don't always work. Creating flyers has definitely improved since we started using the system, but the creation area could also be improved even more. Luckily only one or two of us create the flyers; we do not make the sales team create anything. Review collected by and hosted on G2.com. Recommendations to others considering Surefire CRM: Make sure you compare the flexibility of the CRM you are looking at to Surefire. They have greater flexibility with flyers and back-end settings than many other systems. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? The problems we are solving are the need for a CRM system that holds our databases, helps us with lead generation, email marketing, in-process touchpoints, flyers, and social media deployment. Surefire solves these problems and much more. We have also been able to have the benefit of integrating other marketing and sales vendors into the system to help us streamline our processes. The benefits are not just our company using a great CRM system. We get the bonus of working with a company that cares. They go above and for their clients. They listen and get to know us. We have formed friendships with them, and we cheer for them just as much as they cheer for us. Review collected by and hosted on G2.com. Show More 12/27/2021 Current UserValidated ReviewerIncentivizedSource: G2 invite ![Lindsey S.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Lindsey S.") LS Lindsey S. Marketing Specialist Mid-Market (51-1000 emp.) 6/18/2022 "Misses key components of a crm" 2/5 What do you like best about Surefire CRM? Ease of global contact management, wholesale/TPO contact management and communication abilities, QR code generator for open houses Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? Lacks major integrations with other marketing platforms like BombBomb. Not very sophisticated campaign builder, reporting abilities limited. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Surefire is a marketing and CRM platform. We chose to migrate away from Surefire to another platform to meet some needs that Surefire wasn't meeting. Review collected by and hosted on G2.com. Show More Validated ReviewerIncentivizedSource: G2 invite ![Verified User in Financial Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Financial Services") AF Verified User in Financial Services Mid-Market (51-1000 emp.) 11/23/2021 "Surefire CRM is a Great Tool For Your Mortgage Business!" 5/5 What do you like best about Surefire CRM? Surefire CRM makes it easy to stay "Top of Mind" with your clients, prospects, referral partners, and more. It truly builds relationships. They have a built-in library of marketing emails and flyers, which is amazing; you basically don't need to do any work becuase the SureFire CRM does it for you. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? There are some features not available that could come in handy. One, for instance, is when sending out an email deployment -- Say you want to target all contacts, but you want to exclude those who tagged with a specific tag. You cannot do it simply from the deployment screen. Instead, you have to create a saved search group. Not a big deal, but it would save time! SureFire does allow you to put feature requests in for future ideas for their team. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Surefire is great when sending borrowers emails in regards to any timely news, reminding prospects that now is the time to buy and also to remind past clients that they may be able to refinance their existing mortgage. Using SureFire helps keep you Top of Mind with ALL of your contacts. Review collected by and hosted on G2.com. Show More 12/11/2023 Current UserValidated ReviewerIncentivizedSource: G2 invite ![Aaron B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Aaron B.") AB Aaron B. Software Developer Mid-Market (51-1000 emp.) 7/28/2021 "Easy to use at a basic level, a little buggy." 4/5 What do you like best about Surefire CRM? Surefire has good help documentation that makes it easy to learn to use their system, at least at a basic level. Our rep has always been willing to help us find the answers that the documentation doesn't provide. Surefire also has a pretty solid API, and we were easily able to build an integration with it. Surefire also has a great content library, and they have dynamic video generation that allows you to send personalized videos out to clients. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? There are times when it's clear that Surefire is a work in progress, and I've run into a few bugs or inconveniences surrounding the user experience. Generating reports can be a bit confusing and slow. Review collected by and hosted on G2.com. Recommendations to others considering Surefire CRM: If you're planning on integrating Surefire with any other solution you are using, take a look at their documentation here: http://public-api-docs.surefire3.com/. If you're planning on making use of email campaigns, have the triggers and rules hammered out and discuss them with your rep to make sure that Surefire will be able to do what you need it to. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Surefire helps us with email drip campaigns and marketing. We've dealt with a couple of other email marketing tools (Salesforce Marketing Cloud, Hubspot), and Surefire was by far the easiest to set up and use. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite ![Verified User in Financial Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Financial Services") AF Verified User in Financial Services Mid-Market (51-1000 emp.) 7/8/2022 "Surefire CRM for Mortgage Company" 2/5 What do you like best about Surefire CRM? Lightweight interface that loads fast. Variety of options for email and text message marketing. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? Customer and technical support is very delayed in their responses. We often have implementation issues. Features don't function as expected. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Email and text message marketing to our clients and new prospects Review collected by and hosted on G2.com. Show More Validated ReviewerIncentivizedSource: G2 invite ![Brad O.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Brad O.") BO Brad O. Director Of Mortgage Origination Mid-Market (51-1000 emp.) 11/30/2021 "Awesome options, almost too many functions to fully realize. Great client communications tool" 5/5 What do you like best about Surefire CRM? The automated messages and videos that are sent to clients. Review collected by and hosted on G2.com. What do you dislike about Surefire CRM? Difficult to find all the different tools in the marketing section Review collected by and hosted on G2.com. Recommendations to others considering Surefire CRM: Awesome product. Using Surefire helped my business tremendously. I'm Still learning the vast capabilities of the system. Increased client communications and repeat business already. Review collected by and hosted on G2.com. What problems is Surefire CRM solving and how is that benefiting you? Tracking the loans as they pass through the pipeline. I now have awareness and production totals at my fingertips Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite ## Questions about Surefire CRM? Ask real users or explore answers from the community Get practical answers, real workflows, and honest pros and cons from the G2 community or share your insights. [ Ask about Surefire CRM ](https://www.g2.com/products/surefire-crm/discussions/new) GU Guest User What is Surefire CRM used for? 0 Upvotes 0 [ Join the conversation ](https://www.g2.com/discussions/what-is-surefire-crm-used-for) [ View all Discussions ](https://www.g2.com/products/surefire-crm/discuss) ## Pricing Insights Averages based on real user reviews. ### Time to Implement 4 months ### Return on Investment 19 months [ View More Pricing Information ](https://www.g2.com/products/surefire-crm/pricing) Surefire CRM Comparisons ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_9f115320eb4d4c97b65d85194843f6f3/bntouch-mortgage-crm.jpg "Product Avatar Image") BNTouch Mortgage CRM 4.5/5(68) [ Compare Now ](https://www.g2.com/compare/bntouch-mortgage-crm-vs-surefire-crm) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_71531191ce4ae1d5b04fedf3d0b68da1/jungo-the-mortgage-app.png "Product Avatar Image") Jungo: The Mortgage App 4.5/5(20) [ Compare Now ](https://www.g2.com/compare/jungo-the-mortgage-app-vs-surefire-crm) ![Product Avatar Image](https://images.g2crowd.com/uploads/product/image/small_square/small_square_cb62c1e94c41f57c31d0e9199c421054/total-expert-lead-management.jpg "Product Avatar Image") Total Expert 4.5/5(157) [ Compare Now ](https://www.g2.com/compare/total-expert-lead-management-vs-surefire-crm) ##### ##### Surefire CRM Features Loan Services LOS Integration - Mortage CRM Alerts - Mortgage CRM Lender Relationship - Mortgage CRM Client Management Contact Management - Mortgage CRM Email Marketing Automation - Mortgage CRM [ View More Features ](https://www.g2.com/products/surefire-crm/features) ##### Categories on G2 [Mortgage CRM](https://www.g2.com/categories/mortgage-crm) ##### Explore More [BriteCore vs Origami Risk vs Socotra for P&C carriers: which insurance policy administration platform updates via cloud without disrupting ongoing policy administration work?](https://www.g2.com/discussions/britecore-vs-origami-risk-vs-socotra-for-p-c-carriers-which-insurance-policy-administration-platform-updates-via-cloud-without-disrupting-ongoing-policy-administration-work)[Best software for handling cross-border data transfers](https://www.g2.com/discussions/what-s-the-best-software-for-handling-cross-border-data-transfers)[Which breach and attack simulation vendors provide the best implementation guidance and adoption support so a security team does not buy a platform that sits unused because nobody got trained?](https://www.g2.com/discussions/which-breach-and-attack-simulation-vendors-provide-the-best-implementation-guidance-and-adoption-support-so-a-security-team-does-not-buy-a-platform-that-sits-unused-because-nobody-got-trained%20) [Which corporate volunteering platforms give employees the easiest way to discover local volunteering opportunities near their home rather than just company-organized events?](https://www.g2.com/discussions/which-corporate-volunteering-platforms-give-employees-the-easiest-way-to-discover-local-volunteering-opportunities-near-their-home-rather-than-just-company-organized-events)[Blytheco vs NexTec Group: which Acumatica consulting partner is better for manufacturing and construction implementations?](https://www.g2.com/discussions/blytheco-vs-nextec-group-which-acumatica-consulting-partner-is-better-for-manufacturing-and-construction-implementations)[Which provider data management platforms have certified HIPAA compliance and strong data governance controls?](https://www.g2.com/discussions/which-provider-data-management-platforms-have-certified-hipaa-compliance-and-strong-data-governance-controls) [Show MoreShow Less](javascript:void(0);)