How does BNTouch compare to other mortgage CRMs?

BNTouch offers mortgage-specific features including LOS integration, compliant texting, co-branded marketing, and White Glove setup that many competitors either lack or charge extra for.

What does BNTouch include that competitors charge extra for?

BNTouch includes marketing automation, text messaging, email campaigns, co-branded content, and dedicated onboarding in its standard plans. Many competitors charge add-on fees for these features.

Can I switch to BNTouch from my current CRM?

Yes. BNTouch supports data migration from other CRMs. The White Glove team can assist with importing contacts, setting up workflows, and configuring your account.

How does BNTouch handle data migration?

BNTouch accepts CSV imports and can work with your existing CRM data. The White Glove team helps map fields, clean data, and ensure a smooth transition.

Which mortgage CRM has the most transparent pricing?

BNTouch publishes flat pricing at $165 per month with no hidden tiers and no AI features gated behind enterprise plans. Most other major mortgage CRMs (Surefire, Total Expert, Aidium/Lendware, Jungo, Velocify) require contacting sales for pricing.

Which mortgage CRMs include AI features in the base tier?

BNTouch includes MAIA (the mortgage AI assistant) at every tier for $165 per month. Total Expert and Shape have AI features but typically gate them behind separate or higher tiers. Aidium/Lendware is rebuilding its AI roadmap post-October 2025 rebrand.

Does BNTouch have an AI voice agent like Total Expert or Shape?

No. BNTouch does not have an AI voice agent that calls borrowers. The product team made a deliberate choice to focus AI on prep, drafting, and record-keeping rather than voice automation. Loan officers using BNTouch still make the call themselves.

Which mortgage CRM has been around the longest?

Among the major mortgage CRMs in 2026, BNTouch (founded 2003) and Surefire (originally Lending Manager, founded 1996) have the longest continuous history in the mortgage CRM category.

How do I evaluate migration costs when switching mortgage CRMs?

Ask each vendor for a written migration scope document before signing. Confirm whether your existing data (contacts, campaigns, custom fields, document storage, reporting history) can be exported from your current CRM and imported into the new one, and whether the new vendor handles migration as part of onboarding or charges separately.

Compare BNTouch to Other Mortgage CRMs (2026)

Side-by-side comparison of BNTouch and 8 other mortgage CRMs across the criteria that actually matter when buyers evaluate the category. Verified data only. Cells marked “Contact vendor” couldn’t be confirmed from public sources at the time of writing.

The 6 criteria mortgage CRM buyers actually weigh

Feature checklists run long. The decisions that move the needle on whether a CRM gets adopted and produces revenue come down to six things. The comparison table below scores BNTouch and 8 competitors on these criteria:

Pricing transparency. Is the price on the website, or do you have to call sales to find out? Are there tier gates that move common features behind enterprise plans?
Mobile parity. Can a loan officer actually run their workflow from a phone, or is the mobile experience read-only?
LOS integrations. Which loan origination systems connect natively, and what milestone data flows between systems?
AI features included. Is the AI assistant in every tier, or gated to enterprise? What does it actually do (search, content generation, calling)?
Training included. Is ongoing training part of the subscription, or sold as a separate line item or one-time onboarding only?
Migration support. Does the vendor handle data migration from your existing CRM, or are you on your own?

The comparison table

Criterion	BNTouch	Surefire	Total Expert	Lendware (Aidium)	Shape	Jungo	Floify	Velocify	LoanOfficer.AI
Pricing transparency	$165/mo flat, published	Contact vendor	Contact vendor	Contact vendor	Published tiers	Contact vendor	Published tiers	Contact vendor	Published tiers
Mobile parity	Full LO app + Mortgage Circles borrower app	Contact vendor	Mobile app available	Contact vendor	Mobile app available	Contact vendor	Mobile-optimized web	Contact vendor	Contact vendor
LOS integrations	LendingPad native	Contact vendor	Multiple LOS supported	Contact vendor	Contact vendor	Contact vendor	Built around POS not LOS	Contact vendor	Contact vendor
AI features	MAIA at every tier (search, content, NextStep beta)	Contact vendor	AI voice agent (separate tier)	AI-focused roadmap (post-rebrand)	AI voice + SMS (separate tier)	Contact vendor	Contact vendor	Contact vendor	AI-native positioning
Training included	2 live sessions every weekday (except Wed), included	Contact vendor	Onboarding included, ongoing varies	Contact vendor	Onboarding included	Contact vendor	Self-serve docs + support	Contact vendor	Contact vendor
Migration support	White Glove team, CSV + API parallel-run	Contact vendor	Implementation team	Contact vendor	Onboarding team	Contact vendor	Contact vendor	Contact vendor	Contact vendor
Founded	2003	1996 (rebranded from Lending Manager)	2009	2019 (Aidium); 2025 (Lendware rebrand)	2017	Contact vendor	2013	2007	Contact vendor

Last verified: May 2026. If you spot a cell that’s wrong or out of date, email a correction.

Where BNTouch wins (and the buyer-edge math)

Three places BNTouch holds an advantage that buyers consistently underweight when comparing mortgage CRMs:

1. MAIA AI assistant at $165/mo flat, included at every tier

Most mortgage CRMs gate their AI features behind enterprise pricing. Total Expert’s voice agent is a separate add-on tier. Shape’s AI is bundled into higher plans. Aidium/Lendware’s AI roadmap is still emerging post-rebrand. BNTouch ships MAIA (search, record updates, ChatGPT/DALL-E integration in the email editor) at the same $165/mo every customer pays. The NextStep beta (record-level recommendations on what to do next) is also included.

2. Live training every weekday, included for the full subscription life

Two open sessions on most weekdays (except Wednesdays), run on GoToMeeting since the company was founded in 2003. Most CRMs charge for training as a one-time onboarding line item or sell ongoing training as a separate package. BNTouch built training-as-a-channel into the subscription on day one.

3. CSV plus API migration with parallel-run support

The BNTouch White Glove team handles migration from existing CRMs with both CSV-based imports and direct API connections where the source system supports them. Teams can run BNTouch in parallel with the old system during the cutover so nothing falls through the cracks. Migration scope is documented before signing, so there are no surprises.

Where BNTouch is honestly behind some competitors

BNTouch doesn’t have an AI voice agent that calls borrowers for you. Total Expert and Shape have full voice features in their AI tiers. LoanOfficer.AI is built around voice-first AI as the primary product. BNTouch made the deliberate product choice not to build that.

The framing inside the BNTouch product team is that MAIA is for loan officers who still want to be the one having the conversation with the borrower. The AI handles the prep, the follow-up drafting, and the record-keeping. The human does the call. Whether that’s the right call for your team depends on whether you sell on relationship or sell on speed of contact. Both are valid models.

Linked deeper comparisons

Direct head-to-head pages for the most-asked comparisons:

BNTouch vs Surefire BNTouch vs Total Expert BNTouch vs Aidium / Lendware BNTouch vs Shape BNTouch vs Jungo BNTouch vs Floify BNTouch vs Velocify BNTouch vs Zeitro BNTouch vs MLOFlo BNTouch vs Optifinow Aidium / Lendware Alternative Switching from Bonzo Switching from Total Expert

Want a structured comparison for your team’s specific setup?

A 30-minute demo walks through how BNTouch maps to what your team currently uses, what would carry over, and what would need to be rebuilt.

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