BNTouch vs Shape Software
Shape Software is a general-purpose CRM used across real estate, insurance, and mortgage. Here’s how it compares to BNTouch — a platform built specifically for mortgage professionals.
| Feature | BNTouch | Shape Software |
|---|---|---|
| CRM | ||
| Mortgage-specific CRM | ✓ | ~ General CRM |
| Contact management | ✓ | ✓ |
| Deal pipeline | ✓ | ✓ |
| Team collaboration | ✓ | ✓ |
| Marketing | ||
| Email campaigns | ✓ | ✓ |
| Text/SMS marketing | ✓ | ✓ |
| Video messaging | ✓ | ✗ |
| Social media posting | ✓ | ✗ |
| Mortgage-specific templates (180+) | ✓ | ✗ |
| Lead Management | ||
| Multi-source lead capture | ✓ | ✓ |
| Automated distribution | ✓ | ✓ |
| Lead scoring | ✓ | ✓ |
| Power dialer | ✓ | ✓ |
| Digital Lending | ||
| Built-in POS | ✓ | ✗ |
| E-signatures | ✓ | ✗ |
| Borrower portal | ✓ | ✗ |
| Other | ||
| Purpose-built for mortgage | ✓ | ✗ Multi-industry |
| Website builder | ✓ | ✗ |
| LOS integrations | ✓ | ~ Limited |
Mortgage-Specific vs General Purpose
Shape serves real estate agents, insurance brokers, mortgage professionals, and other industries. That breadth means it’s not optimized for any one vertical. BNTouch is built exclusively for mortgage — every template, workflow, and integration is designed for how loan officers actually work.
Lead Management & Power Dialer
Both platforms offer solid lead management with automated distribution, lead scoring, and a power dialer. Shape is competitive here — it’s a strong lead management tool. The difference is what happens after you capture the lead.
Marketing & Content
Shape handles email and SMS well, but it doesn’t offer social media posting, video messaging, or mortgage-specific content templates. BNTouch includes 180+ pre-built templates designed for mortgage marketing — rate alerts, refinance campaigns, purchase follow-ups, and more.
Digital Lending
Shape doesn’t include a point-of-sale system, e-signatures, or a borrower portal. BNTouch provides all three, letting borrowers apply online, sign documents, and track their loan status — all within the same platform you use to manage your CRM.
The Bottom Line
Shape is a solid general CRM with good lead management and a power dialer. But it serves real estate, insurance, and other industries — it’s not built specifically for mortgage.
BNTouch’s mortgage-specific templates, POS, LOS integrations, and borrower portal give it the edge for mortgage professionals who want a platform that speaks their language.
Ready to Switch?
Choose the BNTouch plan that fits your business
Individual
For solo loan officers ready to grow
- ✓ Mortgage Lead Marketing Platform
- ✓ 180+ Pre-Built Marketing Campaigns
- ✓ Digital 1003 Loan Application
- ✓ Automated Drip Campaigns
- ✓ Text & Email Marketing
- ✓ Video Marketing Tools
- ✓ Personal Mortgage Website
- ✓ Lead Capture & Distribution
Team
For mortgage teams & brokerages
- ✓ Everything in Individual, plus:
- ✓ Multi-User Team Management
- ✓ Lead Routing & Round Robin
- ✓ Manager Dashboard & Reporting
- ✓ Team Performance Analytics
- ✓ Branch & Office Management
- ✓ Compliance & Audit Tools
- ✓ Priority Support
