BNTouch vs Surefire CRM
Two mortgage-specific CRMs with different approaches: independent loan officer flexibility vs enterprise corporate infrastructure.
Surefire CRM by Top of Mind (now part of ICE Mortgage Technology) is one of the most widely used mortgage CRMs in the industry. It offers a massive content library of 1,000+ marketing pieces, strong Encompass integration, and TCPA-compliant communication tools. However, Surefire is built primarily for enterprise lenders and large mortgage companies. Its pricing is not public, onboarding can take weeks, and individual loan officers or small teams often find it more complex than what they need. BNTouch is built for independent loan officers, brokers, and small-to-mid-size mortgage teams who want the same mortgage-specific functionality without the enterprise overhead.
| Feature | BNTouch | Surefire CRM |
|---|---|---|
| Built for Mortgage | ✓ Yes | ✓ Yes |
| Starting Price | $165/mo (Individual) $95/user/mo (Team) | Custom pricing — not public |
| Best For | Independent LOs, brokers, small-mid teams | Enterprise lenders, large companies |
| LOS Integration | ✓ Encompass, Calyx, BytePro | ✓ Encompass, Calyx, LendingPad, others |
| TCPA Compliance | ✓ Built-in | ✓ TCPA, RESPA, CCPA |
| Marketing Content | ✓ 180+ campaigns | ✓ 1,000+ pieces |
| Borrower Portal | ✓ Included | ⚠ Limited |
| POS System | ✓ Built-in | ✗ Not included |
| Video Marketing | ✓ Built-in | ✓ Power Video Websites |
| Power Dialer | ✓ Included | ✓ Power Calls |
| White Glove Setup | ✓ Available | ⚠ Enterprise onboarding |
| Contract Requirements | ✓ No long-term contracts | ✗ Typically annual |
| Pricing Transparency | ✓ Public pricing | ✗ Custom quotes only |
| Post-Close Marketing | ✓ Automated drips | ✓ Client for Life Workflow |
| Parent Company | Independent | ICE (Intercontinental Exchange) |
Content Library
Surefire has the larger content library with over 1,000 marketing pieces including emails, print materials, postcards, interactive content, and video websites, refreshed weekly. BNTouch offers 180+ pre-built campaigns covering the full borrower lifecycle. The difference is volume vs. focus: Surefire gives more content to choose from, while BNTouch campaigns are structured as complete automated sequences tied to loan milestones.
LOS Integration
Both platforms integrate with Encompass and Calyx. BNTouch also connects with BytePro. Surefire also supports LendingPad, LendingQB, OpenClose, and others. As part of ICE Mortgage Technology (which also owns Encompass), Surefire has a particularly deep Encompass integration. For companies already running Encompass, this can be an advantage. For companies using other LOS platforms, BNTouch offers compatibility without being tied to one ecosystem.
Pricing and Accessibility
BNTouch publishes pricing on its website: $165/month for individual loan officers, $95/user/month for teams. No long-term contracts required. Surefire does not publish pricing and requires a custom quote, which typically involves annual contracts. For independent loan officers or small brokerages looking to get started quickly, BNTouch is more accessible.
Setup and Onboarding
BNTouch offers a White Glove setup service where the team builds out campaigns, imports contacts, and configures the CRM for you. You can be operational within days. Surefire onboarding is designed for enterprise deployments and can take weeks depending on the size of the organization and the depth of Encompass integration required.
Independence vs. Ecosystem
Surefire is owned by ICE (Intercontinental Exchange), the same company that owns Encompass, MERS, and the NYSE. This means deep integration within the ICE ecosystem but also dependency on a massive corporate infrastructure. BNTouch is an independent company, which means faster product updates, more responsive support, and no dependency on a corporate parent company roadmap.
The Bottom Line
Choose BNTouch if you are an independent loan officer, broker, or small-to-mid-size team that wants mortgage-specific CRM with transparent pricing, no long-term contracts, fast setup, and direct access to the team that builds the product.
Choose Surefire if you are a large enterprise lender already running Encompass who wants the deepest possible LOS integration and a massive content library, and you are comfortable with custom pricing, annual contracts, and enterprise onboarding.
See how BNTouch compares in a live walkthrough
Frequently Asked Questions: BNTouch vs Surefire
How does pricing compare between BNTouch and Surefire?
BNTouch publishes per-seat pricing with no hidden implementation fees. Surefire typically requires a custom quote that varies by team size, implementation scope, and optional add-ons. For most independent mortgage teams, BNTouch lands at a lower total cost of ownership once implementation and onboarding consulting are included.
How long does migration from Surefire to BNTouch take?
Most BNTouch migrations from Surefire run a 30-day parallel-operation period so your team keeps running in Surefire while BNTouch imports contacts, realtor partners, drip templates, and pipeline stages. Cutover happens only after your team has validated the new system on live data. No drip history is lost.
Does BNTouch integrate with the same LOS as Surefire?
BNTouch integrates natively with Encompass, Calyx, Byte, LendingPad, and most major LOS systems used by independent mortgage brokerages and bank branches. Every Surefire integration you rely on today has a BNTouch equivalent or native alternative.
What about realtor co-marketing automation?
BNTouch includes automated realtor co-marketing flows out of the box: branded listing updates, partner-loan-status emails, and trigger-based partner nurture. This is a core BNTouch capability — not a premium add-on.
Can I get a side-by-side demo before switching?
Yes. Book a 20-minute walkthrough and the BNTouch team will run the comparison live against your current Surefire setup — showing the specific workflows you care about, not generic marketing flows.
Thinking About Migrating From Surefire?
The single biggest concern teams raise about switching mortgage CRMs is data continuity — contact history, drip sequences in flight, realtor partner records, pipeline stages. We hear this every week. Here is how the BNTouch migration works:
Week 1: BNTouch imports your Surefire contacts, realtor partners, and past-client records via CSV or direct API pull. Drip templates get mapped 1:1 where a BNTouch equivalent exists and rebuilt where you want upgrades.
Weeks 2–3: Parallel run. Your team keeps working in Surefire; BNTouch mirrors new leads and activity. You validate that every workflow you rely on is in place before cutover.
Week 4: Cutover. Surefire becomes read-only archive. BNTouch is the system of record. Drip sequences in flight continue without interruption.
Switchers consistently report full productivity inside 14 days of cutover, with measurable drip-engagement improvements inside 30.
See BNTouch Against Your Current Surefire Setup
Book a 20-minute walkthrough. We will run the comparison live on your actual workflows, not a generic demo deck.
