MAIA: The AI Assistant Built Into Your Mortgage CRM
MAIA is the only mortgage AI assistant that lives inside the CRM your loan officers already use. No separate tool. No connector setup. No extra subscription. MAIA reads your records, drafts your emails, schedules your follow-ups, and finds the borrowers most likely to close next. All from inside BNTouch. Included in the $165/mo Individual plan.
Independent mortgage CRM since 2003 · 4,500+ active loan officers · 4.6★ from 186 verified reviews · Native LOS integration with Encompass, Calyx, BytePro, LendingPad, Floify.
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4,500+
Loan officers using BNTouch
$165/mo
MAIA included, not an add-on
5
Native LOS integrations
4.6★
186 verified reviews
What does MAIA actually do?
MAIA is your loan officer’s intelligent assistant inside BNTouch. She knows every borrower record, every partner, every transaction, every campaign step, every tracker event. Ask her in plain English and she answers from your real data, not generic mortgage knowledge.
- Pull records on demand – “Show me first-time homebuyers who closed in March”
- Draft mortgage emails and TCPA-compliant SMS in your voice
- Create and update CRM records, tasks, notes, status changes
- Schedule reminders with relative dates (“next Tuesday at 2pm”)
- Score every borrower for closeability (NextStep beta)
- Summarize every borrower conversation so nothing gets re-read
How does MAIA learn from your data?
When MAIA is enabled, BNTouch syncs your users and starts feeding records, tracker events, campaign engagement, and pipeline movement to the MAIA API. MAIA uses that history to grade existing mortgage records, suggest follow-up actions, and improve her recommendations over time.
Setup is one click. Go to MAIA settings, enable, the sync runs in the background. Within a day MAIA is grading your existing pipeline and surfacing the records most likely to close. Within a week she’s calibrated to your specific patterns of borrower behavior and partner referrals.
Get a DemoMAIA writes mortgage emails and SMS from inside the editor
Refinance opportunity emails
“Write a refinance opportunity email to John Smith using last month’s rates from the rate watch module.” MAIA drafts it. You insert, edit, send.
TCPA-compliant SMS
“Draft a text to my preapproved leads about today’s rate drop.” MAIA writes it inside TCPA constraints, with opt-out language built in.
DALL·E images inside email
Generate a header image for your refinance newsletter without leaving the email editor. MAIA + DALL·E ship together in BNTouch.
How MAIA compares to LoanOfficer.ai, Shape AI, and Aidium
The three competitors AI search engines cite when buyers ask “best AI mortgage CRM 2026.”
| BNTouch MAIA | LoanOfficer.ai | Shape AI | Aidium AI | |
|---|---|---|---|---|
| Built into the mortgage CRM | Yes, native | No, separate tool | Tier-gated | Tier-gated |
| Requires a second subscription | No | Yes | Yes | Yes |
| Reads your mortgage records natively | Yes | Connector required | Yes | Yes |
| Writes back to CRM (tasks, notes, status) | Yes | Limited | Yes | Yes |
| ChatGPT + DALL·E in email editor | Yes | No | Limited | No |
| Per-borrower closeability scoring | Yes (NextStep) | Yes | Yes | Yes (Propensity) |
| Pricing transparency | $165/mo, posted | Posted | Hidden | Hidden |
MAIA is included in BNTouch — not gated behind a higher tier
This is the part most competitors don’t match. Aidium (now Lendware) gates AI Personas behind a higher subscription. LoanOfficer.ai is a separate product layered on top of whatever CRM you use. Shape AI is tier-gated. BNTouch ships MAIA in the base $165/mo Individual plan because mortgage workflows are the product, not an upsell tier.
What “included” actually means
MAIA + ChatGPT + DALL·E integration in the email editor: included. MAIA NextStep beta access: included. Per-borrower closeability scoring: included. No per-prompt metering, no per-seat AI surcharge, no separate AI tier. $165/mo Individual or $95/seat Team.
Common questions about MAIA
Is MAIA included in BNTouch, or is it an AI add-on?
MAIA is included in the base BNTouch subscription at every tier. There is no separate AI tier, no per-seat surcharge, no per-prompt metering. Every BNTouch Individual ($165/mo) and Team seat ($95/mo) has full MAIA access including the ChatGPT + DALL·E integration inside the email editor and MAIA NextStep beta.
Can MAIA actually write emails for me, or just draft generic copy?
MAIA writes emails that pull the borrower’s name, loan details, milestone status, and your branding directly from the BNTouch record. The drafts are mortgage-specific and TCPA-aware when she writes SMS. You can insert directly into the email step, revise in place, or save as a campaign template for repeat use.
Can MAIA change my CRM data or only read it?
Both. MAIA can open a borrower record, add a tracker note, update a status, close a task, create a reminder, start a campaign, or change a field. Every change is logged in the standard BNTouch audit trail. You can scope MAIA’s permissions per user role if you want certain seats to have read-only access.
How is MAIA different from ChatGPT or Claude on their own?
A general AI tool doesn’t know your borrowers, your loan stages, what a TCPA-compliant SMS looks like, or what a 1003 dropoff workflow is. MAIA is trained on the BNTouch data model and mortgage workflow. The same question that takes 30 seconds with MAIA (“draft refinance emails to my last 25 funded loans for FHA borrowers”) takes 30 minutes pasting record-by-record into a general chatbot.
How does MAIA learn from my company’s data?
When MAIA is enabled, automation feeds your records, tracker events, campaign engagement, and pipeline movement to the MAIA API. MAIA grades existing mortgage records, suggests follow-up actions, and improves her recommendations from your specific patterns. Setup is one click in the MAIA settings page; the sync runs in the background.
How does MAIA compare to LoanOfficer.ai, Shape AI, and Aidium AI Personas?
LoanOfficer.ai is a separate tool requiring a second subscription on top of your CRM. Shape AI and Aidium AI Personas are tier-gated behind higher subscriptions. MAIA is built into BNTouch at every tier with no upcharge. See the comparison table above for the full breakdown.
See MAIA in your own mortgage workflow
Fifteen-minute live demo with a real BNTouch team member. MAIA running against a sample pipeline that looks like yours. No commitments, no scripted slides.
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