Shape
Shape is a mortgage CRM platform covering lead generation, loan origination, marketing, communication, automation, AI, and reporting.
What Shape is
Shape is a mortgage CRM platform covering lead generation, loan origination, marketing, communication, automation, AI, and reporting. Its CRM helps manage and route leads with smart prioritization, a built-in dialer, tracked texts and emails, workflows, tasks, and reminders. Marketing tools include pre-made flyers, emails, landing pages, social media tools, and campaigns for each loan-process stage. A built-in borrower point of sale collects documents and 1003 applications, then syncs them to the loan origination system. Native integrations with Encompass, LendingPad, and LendingDox synchronize loan data, milestones, assignments, and status. Shape also supports REST APIs, webhooks, Zapier, and Make, as well as calendar syncing with Google or Outlook. Its Android and Apple mobile app supports contacts, notes, messages, calling, email, activity, and file uploads. Pricing is available on request; there is no free plan or trial. Calling, texting, and email use a pay-as-you-go communications balance, with an unlimited calling plan also available.
Good
- Borrower documents and 1003 applications sync to the LOS.
- Native integrations include Encompass and LendingPad.
- Mobile apps support calls, messages, and file uploads.
- Every plan includes expert onboarding and support.
Watch out
- Pricing is available on request.
- There is no free plan or trial.
- Communications are billed through a pay-as-you-go balance.
Who it suits
Shape is positioned for solo brokers, growing broker shops, multi-branch lenders, and enterprise mortgage organizations. It may suit teams that want borrower intake, loan workflows, marketing, and communications in one platform.
Verdict
Shape covers mortgage lead management through borrower intake, marketing, and loan-system synchronization. Ask about pricing and communications costs to assess the fit for your team.
Plans and prices
From Shape's own pricing page, checked 1 Oct 2026.
| Plan | Price | What it gives you |
|---|---|---|
| Complete | Priced on request | 5 users included · everything included · add more anytime · monthly or annually |
| Core | Priced on request | per-user pricing · CRM foundation · add-ons available · monthly or annually |
| Enterprise | Priced on request | custom pricing · volume user pricing · dedicated onboarding and priority support · monthly or annually |
The facts
Each one read from Shape's own pages, with the date it was checked.
What it does
- Audience
- Shape is positioned for solo brokers, growing broker shops, multi-branch lenders, and enterprise mortgage organizations.checked 1 Oct 2026
- Automation
- Shape supports open REST APIs, real-time webhooks, and no-code automation through Zapier and Make.checked 1 Oct 2026
- Calendar
- Task management includes one-off or templated tasks, workflow checklists, and calendar synchronization with Google or Outlook.checked 1 Oct 2026
- Communications
- Every plan includes built-in calling, texting, and email billed through a pay-as-you-go communications balance, with an unlimited calling plan also available.checked 1 Oct 2026
- CRM
- The CRM provides lead management with smart prioritization and routing, built-in dialer, text and email tracking, automated workflows, tasks, and reminders.checked 1 Oct 2026
- Marketing
- Shape includes pre-made flyers, emails, landing pages, social media tools, and campaigns for every stage of the loan process.checked 1 Oct 2026
- Mobile
- The Shape mobile app is available for Apple and Android devices and supports contacts, notes, messages, calling, email, activity, and file uploads.checked 1 Oct 2026
- Product
- Shape is an all-in-one mortgage CRM platform covering lead generation, loan origination, marketing, communication, automation, AI, and reporting.checked 1 Oct 2026
- Security
- Shape states that it has SOC 2 Type I and Type II reports, SOC 1 Type II, HIPAA, PIPEDA, and PHIPA compliance practices.checked 1 Oct 2026
- Security controls
- Its security overview describes SSL encryption, intrusion detection and prevention systems, access auditing, virus scanning, restricted employee access, and periodic backups.checked 1 Oct 2026
- Support
- Every plan includes complimentary expert onboarding, 24/7 instant AI chat support, dedicated email support, a phone support line, live training webinars, and video tutorials.checked 1 Oct 2026
The company
- Company
- Shape says it is privately held, self-funded, in business since 2009, and has served more than 100,000 customers.checked 1 Oct 2026
- Founded
- 2009checked 23 Sep 2026
- Headquarters
- Irvine, California, United Stateschecked 23 Sep 2026
Where it runs
- LOS integrations
- Native LOS integrations include Encompass, LendingPad, and LendingDox, with real-time loan data, milestone, assignment, and status synchronization.checked 1 Oct 2026
- POS
- Its built-in point of sale collects borrower documents and 1003 applications and syncs them to the loan origination system without copy and paste or double entry.checked 1 Oct 2026
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