By Artemiy Soldatov | Last updated April 27, 2026 | 10 min read
TL;DR
Mortgage CRM pricing in 2026 ranges from $99 per user (Bonzo) to $300+ per user (Salesforce + Jungo). BNTouch lands in the middle: $165/mo for solo LOs, $95/user/mo for teams (2-user minimum), custom pricing for Enterprise. Most competitors hide their pricing; we are publishing the comparison transparently.
This guide compares BNTouch, Surefire, Total Expert, Bonzo, Jungo, Big Purple Dot, and Velocify on list prices, what is included, and total cost of ownership. The cheapest sticker price is rarely the cheapest CRM once you add Salesforce licenses, admin labor, or per-feature add-ons.
The transparent mortgage CRM pricing list (April 2026)
| CRM |
Solo LO |
Team / Mid-Market |
Enterprise |
Setup |
| BNTouch |
$165/mo |
$95/user/mo (2 user min, $190 base) |
Custom |
Free or $1-3K with optional White Glove |
| Bonzo |
$129/mo |
$99/user/mo |
Custom |
Self-service |
| Surefire CRM by Top of Mind |
n/a |
~$129-149/user/mo |
Custom |
Custom (substantial) |
| Total Expert |
n/a |
n/a |
$200+/user/mo enterprise contract |
Multi-month onboarding |
| Big Purple Dot |
n/a |
$70-150/user/mo |
Custom |
Self-service |
| Velocify (now ICE) |
n/a |
$80-200/user/mo |
Custom |
Custom |
| Jungo (+ Salesforce license) |
$300+/user/mo combined |
$300+/user/mo combined |
$400+/user/mo combined |
Salesforce admin required |
| HubSpot (with mortgage configuration) |
$50-90/user/mo |
$120-180/user/mo |
Custom |
Heavy DIY config |
List prices are the published 2026 rates. Most are negotiable above 10 users. Custom pricing means the company will not publish numbers; expect quotes based on user count, features, and contract length.
Why most mortgage CRMs hide their pricing
If you have shopped a mortgage CRM, you have probably noticed: most pricing pages say “request a quote” instead of showing a number. There are three reasons this is so common:
- The vendor wants to qualify you before quoting. Total Expert, Surefire, and Velocify mostly target large mortgage operations with budgets to match. They do not want a solo LO clicking through to a $200-per-user quote.
- The vendor wants to negotiate from a higher anchor. Custom pricing means each prospect starts from a different number. The willingness-to-pay maximization is real.
- The vendor’s pricing is genuinely complex. Salesforce-based stacks have license costs, per-feature add-ons, and admin labor that do not fit on a simple page.
BNTouch publishes pricing publicly because the math is simple: $165 for Individual, $95 per user for Team, custom only above the Team plan. We have no reason to hide it.
What “$165 per month” actually includes (compared to competitors)
Sticker price comparison is misleading without comparing what is included. Here is the apples-to-apples breakdown for a solo loan officer:
What BNTouch Individual ($165/mo) includes
- Full mortgage CRM with contact and pipeline management
- Digital 1003 (the federal Uniform Residential Loan Application) with e-signature
- Borrower portal for document upload and loan-status visibility
- 400+ pre-built mortgage marketing campaigns (drip emails, SMS sequences, post-close nurture)
- TCPA-compliant SMS framework with consent capture and opt-out audit trail
- Native integrations with Encompass, Calyx, BytePro, LendingPad, and Zillow
- BNTouch Mortgage AI assistant for content generation and lead grading
- Mobile app (iOS and Android) with full feature parity to desktop
- Branded LO website
- Realtor / partner co-marketing tools and partner portal
- Power dialer integration
- Phone and email support
What Bonzo ($129/mo) includes
- Mortgage CRM with contact management
- Email and SMS campaigns
- Personal-brand video tools (Bonzo’s strongest differentiator)
- Limited LOS integrations
- Mobile app
Bonzo is $36/mo cheaper but you trade away the digital 1003, the borrower portal, the deep marketing campaign library, and the native integrations with the four major LOS systems. For most solo LOs who close at least one loan a month, the difference recaptures itself in the digital 1003 alone.
What HubSpot ($50-90/mo) includes
- Generic CRM and marketing tools
- No mortgage-specific objects, workflows, or templates
- No LOS integration without custom connector
- No TCPA framework out of the box
- No digital 1003
HubSpot looks cheap until you add up the customization labor needed to make it functional for mortgage. By the time you have built mortgage objects, configured TCPA consent capture, and connected to your LOS, you have spent more than the BNTouch price differential.
Total cost of ownership: where the real numbers diverge
Sticker price is one number. Total cost of ownership over 12 months is another. Here is the realistic 12-month TCO for a 5-LO mortgage office on each platform:
| Platform |
Software |
Setup / Onboarding |
Admin / IT Labor |
Add-ons |
12-Month TCO |
| BNTouch Team (5 users) |
$5,700 |
$0-3,000 (white glove optional) |
0 hours (no admin needed) |
$0 |
$5,700-$8,700 |
| Bonzo (5 users) |
$5,940 |
$0 self-service |
2-5 hrs/mo @ $50/hr = $1,200/yr |
LOS connector ~$2,000/yr |
~$9,140 |
| Surefire (5 users) |
$7,740-8,940 |
$5,000-15,000 onboarding |
5-10 hrs/mo (mortgage-specific tasks) |
Creative templating module |
$15,000-30,000 |
| Salesforce + Jungo (5 users) |
$18,000-24,000 combined |
$5,000+ initial setup |
Part-time Salesforce admin = $20,000+/yr |
API connectors per LOS |
$45,000-60,000 |
| HubSpot (5 users) + custom config |
$10,800 |
$5,000-10,000 mortgage configuration |
10-20 hrs/mo @ $50/hr = $6,000-12,000/yr |
LOS / 1003 / e-sign connectors |
$25,000-35,000 |
For a 5-LO office, BNTouch is the cheapest TCO option that delivers a complete mortgage CRM. For 50+ LOs with bank-grade IT, Total Expert and Salesforce-based stacks become cost-justifiable.
The transparent pricing problem: if a vendor will not publish their pricing, the difference between their list price and what you actually pay is large. Get specific quotes on Surefire, Total Expert, and Velocify before assuming any of them will be at the low end of their published ranges.
How to compare CRM pricing without getting tricked
Three pricing tactics every mortgage CRM vendor uses, and how to neutralize them:
1. Ask for the “all-in” annual cost, not the per-user-per-month rate
“$129 per user per month” sounds different than “$15,480 for our 10-user team for the first year.” Ask the vendor for the all-in annual cost including any required add-ons. Make them write it on one line.
2. Ask what is “extra”
The features the vendor showed you in the demo: which of those are included in the base plan, and which are add-ons? Some CRMs charge separately for: SMS sending, the digital 1003, e-signature, the borrower portal, the mobile app, advanced reporting, or marketing campaign creation. BNTouch includes all of these in the base plan.
3. Ask for a 36-month TCO including admin labor
Salesforce-based stacks make sense over 36 months only if you already have a Salesforce admin. If you do not, the part-time admin you have to hire ($25K-50K/year) is the line that dominates total cost. Ask the vendor what level of admin involvement is required to maintain the platform.
Who should pay more, and why
BNTouch is rarely the cheapest sticker price option. We are usually the cheapest TCO for mortgage operations from 1 to 200 LOs. There are situations where paying more for a different platform makes sense:
- You already have a Salesforce admin. The marginal cost of Jungo is just the Jungo license. Your existing admin can configure it.
- You run a 500+ LO retail bank. Total Expert’s enterprise feature set, executive reporting, and bank-grade integrations cost more but match what your operation needs.
- You are a high-volume internet-lead operation. Velocify’s lead-distribution and dialer integration is purpose-built for this. We are not the right tool for 200-call-per-day-per-LO operations.
For everyone else, BNTouch is usually the right cost / functionality tradeoff. We will be honest about it during the demo if it is not.
Get an honest pricing quote in writing.
Tell us your team size, lead sources, and LOS. We will quote BNTouch transparently, and tell you if Surefire, Total Expert, or Bonzo would actually fit you better at your stage.
Request a quote →
Frequently Asked Questions
How much does a mortgage CRM cost in 2026?
Mortgage CRM pricing ranges from $99/user/month (Bonzo) to $300+/user/month (Salesforce + Jungo). BNTouch is $165/month for solo LOs and $95/user/month for teams (2-user minimum). Most competitor enterprise pricing is custom and starts around $200/user/month for retail-bank-tier products like Total Expert.
What are pricing models for loan officer CRM platforms?
Three common models: (1) flat per-user/month subscription (BNTouch, Bonzo, Surefire), (2) base + per-user pricing (BNTouch Team has a $190/mo base for 2 users, then $95 per additional user), (3) platform license + add-ons (Salesforce + Jungo, HubSpot enterprise). Avoid the third model unless you already have an admin team for the underlying platform.
Comparing mortgage CRM pricing for loan officers, which is cheapest?
By sticker price for solo LOs: Bonzo at $129/month is cheapest among full-featured mortgage CRMs. By total cost of ownership including LOS integration, digital 1003, and admin labor, BNTouch at $165/month is usually the lowest TCO. Generic CRMs (HubSpot starting at $50/month) look cheaper but require thousands in mortgage-specific customization.
Is BNTouch’s $95/user/month for the Team plan competitive?
Yes. The closest comparable is Surefire at approximately $129-149/user/month. Bonzo at $99/user/month is cheaper but excludes the digital 1003, deep marketing campaign library, and native LOS integrations that come standard with BNTouch Team. Total Expert and enterprise Salesforce stacks start at $200+/user/month for the team segment but typically only sell into 50+ LO operations.
Why do most mortgage CRMs not show their pricing publicly?
Vendors hide pricing for three reasons: (1) to qualify prospects before quoting, (2) to maximize willingness-to-pay through negotiation, (3) because the actual pricing involves multiple add-ons and labor that do not fit a simple page. BNTouch publishes pricing because the math is simple. If a vendor will not publish, ask for an all-in 12-month quote in writing before assuming you will land at the low end of their range.
What is the cheapest mortgage CRM that includes a digital 1003?
BNTouch Individual at $165/month includes the digital 1003, borrower portal, e-signature, and document collection in the base plan. Most competitors at the $99-129 price point either charge for the 1003 module separately or do not include it at all. The 1003 module is a meaningful line item; if a quote excludes it, factor in $30-50 per user per month from a competitor.
