Is Third Floor or BNTouch better for mortgage?

BNTouch is purpose-built for mortgage professionals with native LOS integrations, compliant texting, and co-branded marketing. Compare features side by side to see which platform fits your workflow.

How much does Third Floor cost compared to BNTouch?

BNTouch starts at $165/month with all core features included. Third Floor pricing varies. BNTouch bundles marketing automation, texting, and CRM in one price.

Can I migrate from Third Floor to BNTouch?

Yes. BNTouch supports data migration from other CRMs. The White Glove team helps import your contacts, campaigns, and workflows from Third Floor.

What does BNTouch offer that Third Floor does not?

BNTouch is built exclusively for mortgage, offering Encompass and LOS integration, TCPA-compliant texting, co-branded marketing, and White Glove setup as standard features.

BNTouch vs Third Floor: which mortgage CRM fits your operation?

Both products serve mortgage operators, with very different design philosophies. Third Floor positions on modern UX and conversational threads. BNTouch positions on 22 years of mortgage specialization, five native LOS integrations, public pricing, and built-in HBPPA and TCPA posture. This page covers the honest tradeoffs.

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Where Third Floor wins

✓Modern UX-first product design and clean visual layout
✓Full conversation history surfaced per contact in a threaded view
✓Pipeline customization without developer involvement
✓Founder pedigree from Trulia and PayPal (Brian Sparr, CEO)
✓Fits small teams comfortable doing all evaluation through demos

Where BNTouch wins

✓Public pricing on the site: $165/mo Individual (plus $125 one-time activation), $190/mo Team for 2 users (plus $95/user activation), Enterprise custom
✓Five native LOS integrations: Encompass, Calyx Path, Filogix, BytePro, LendingPad. Third Floor does not publish LOS integrations.
✓22 years of mortgage-only specialization since 2004
✓HBPPA-compliant Credit Pull Alerts (active March 5, 2026), TCPA-compliant SMS, GLBA-aware data handling. Third Floor publishes no mortgage-compliance posture.
✓MAIA AI assistant included on every plan: borrower record retrieval, TCPA-compliant SMS drafting, NextStep grading, 1003 pre-fill
✓Listed on G2, Capterra, SoftwareAdvice, GetApp, and TrustRadius with verified review surface across all five
✓White Glove onboarding included on every tier: contacts, pipelines, custom fields, campaigns, historical data migration handled by the BNTouch team

When to choose Third Floor

Third Floor fits a small team that wants the cleanest modern UX, doesn’t require native LOS integration today, treats TCPA and HBPPA compliance as solved elsewhere in the stack, and is comfortable evaluating pricing through a sales call rather than a published page.

When to choose BNTouch

BNTouch fits an operation that needs native two-way LOS integration today, wants pricing transparency before booking a demo, treats HBPPA and TCPA compliance as procurement requirements, wants an AI assistant included rather than tier-gated, and values two decades of mortgage-only specialization over founder pedigree from adjacent industries.

Common questions

Does BNTouch surface full conversation history per contact?

Yes. Every borrower thread, every email reply, every SMS exchange is logged on the contact record. MAIA summarizes the thread on demand so the next person on the file doesn’t re-read 40 messages to catch up.

How does BNTouch address critical Capterra reviews?

Like any multi-year mortgage CRM, BNTouch has a mix of glowing and critical reviews. The aggregate sits at 4.6 stars across G2, Capterra, SoftwareAdvice, GetApp, and TrustRadius. The setup learning curve and SMS deliverability issues that get the strongest critique are exactly what White Glove onboarding and the BNTouch SMS team handle directly. If a specific Capterra review matters to your evaluation, our team will walk through it on the demo.

Does Third Floor integrate with Encompass, Calyx, or any LOS?

Third Floor does not publish a list of LOS integrations on its public marketing site. If your evaluation requires native two-way LOS sync, ask Third Floor directly which LOS systems they currently support and how the connector handles loan stage milestones, document push, and rate-lock events.

Can I see Third Floor pricing without booking a demo?

Third Floor does not publish pricing on its public site at the time of writing. BNTouch publishes tier pricing on /pricing-and-features/, including the $125 Individual activation fee and the $95/user Team activation fee. Pricing transparency is a deliberate choice.

What does migrating from Third Floor to BNTouch look like?

CSV import is self-service. White Glove migration includes contacts, pipelines, custom fields, campaigns, and historical data. Most teams move in 7 to 14 days without losing institutional memory.

See BNTouch on your real operation in 15 minutes

Bring your toughest deal, your hardest LOS workflow, and your real Third Floor objections. We’ll show how BNTouch handles them.

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Compare BNTouch to other mortgage CRMs

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