SurefireCRM
SurefireCRM is a cloud CRM and marketing automation platform for mortgage lenders and loan officers.
What SurefireCRM is
SurefireCRM is a cloud CRM and marketing automation platform for mortgage lenders and loan officers. It automates borrower communications from lead nurturing through post-close follow-up, including a Client for Life workflow. Users can access branded marketing campaigns and content for email, text, video, print, and social channels. Power Messaging supports tailored texts with links, videos, compliance disclaimers, and automatic opt-in confirmation. Power Calls lets users queue borrower calls and leave prerecorded voicemails while dialing the next number. Surefire includes opportunity management, a client portal, audit trail, and compliance workflows. It connects natively with mortgage loan origination, point-of-sale, and pricing engine platforms, and also offers open APIs and a Salesforce Lightning connector. Other listed integrations include sales accelerators, lead sources, recruiting and office tools, and Zapier. Its mobile experience is accessible on iOS and Android through mobile.surefirecrm.com without an app store download. Pricing depends primarily on the group’s size and is available on request; optional use-based components may have separate fees. Surefire’s maker, Top of Mind Networks, was founded in 2003 and is described as Atlanta-based.
Good
- Automates borrower communications through post-close follow-up
- Provides branded content across email, text, video, print, and social
- Connects with mortgage LOS, POS, and pricing engines
- Mobile access does not require an app store download
Watch out
- Pricing is available on request
- Optional use-based components may have separate fees
- Production support is limited to application assistance
Who it suits
SurefireCRM is aimed at mortgage lenders and loan officers who need borrower communications and marketing workflows. The maker says its customers range from individual brokers to organizations with more than 1,000 users.
Verdict
SurefireCRM focuses its CRM and marketing automation tools on mortgage workflows, with borrower messaging and industry integrations. Group size affects pricing, which is provided on request.
Plans and prices
From SurefireCRM's own pricing page, checked 21 Oct 2026.
| Plan | Price | What it gives you |
|---|---|---|
| Surefire CRM | $91 a month | CRM for mortgage professionals · marketing campaigns · customer and agent updates · per account |
The facts
Each one read from SurefireCRM's own pages, with the date it was checked.
What it does
- Additional integrations
- The maker lists integrations with major LOS, pricing engine, and POS systems, as well as sales accelerators, lead sources, recruiting tools, office tools, and Zapier.checked 8 Oct 2026
- Administration
- Published feature material lists content approval, configurable roles and permissions, reporting dashboards, tags, labels and custom fields.checked 21 Oct 2026
- API
- SourceForge states that Surefire CRM has an API for integrations.checked 21 Oct 2026
- Audience and scale
- The maker says customers range from individual brokers to organizations with more than 1,000 users.checked 8 Oct 2026
- Audit reporting
- The compliance system includes audit-ready reporting and assistance services.checked 21 Oct 2026
- Automated workflows
- The platform automates borrower communications from lead nurturing through post-close follow-up, including a Client for Life workflow.checked 8 Oct 2026
- Borrower nurturing
- The system automates borrower communications from initial interest through application, funding and post-close engagement.checked 21 Oct 2026
- Compliance
- The maker says Surefire’s Power Messaging supports compliance disclaimers and automatic opt-in confirmation for text messages.checked 8 Oct 2026
- Compliance controls
- Official product material says its content-compliance system supports RESPA, TCPA and CCPA requirements.checked 21 Oct 2026
- ICE integrations
- ICE reported integrating Surefire with its Empower LOS, MSP servicing system and Capture pricing-and-eligibility solution after acquiring it in 2021.checked 21 Oct 2026
- Industry awards
- ICE says Surefire received 2025 dotCOMM and Hermes Creative awards and 2023 AVA Digital Awards.checked 21 Oct 2026
- Integration catalog
- SourceForge lists integrations including TrustEngine, Azure, Blend, BombBomb, BytePro, Calyx Point, Encompass, Floify, LendingPad, Salesforce, SimpleNexus, Microsoft Exchange and Zapier.checked 21 Oct 2026
- Integrations
- Surefire offers native connections for mortgage LOS, POS, and pricing engine platforms, as well as open APIs and a Salesforce Lightning connector.checked 8 Oct 2026
- Lead capture
- Listed marketing tools include landing pages, lead forms and surveys for collecting prospects.checked 21 Oct 2026
- Limit: bugs and implementation
- Reviewers report implementation problems, glitches and features that sometimes do not behave as expected.checked 21 Oct 2026
- Limit: support responsiveness
- G2 and GetApp reviews include complaints about delayed or unanswered support requests and difficulty reaching support by phone.checked 21 Oct 2026
- Marketing content
- Surefire provides branded marketing content and campaigns across email, text, video, print, and social channels.checked 8 Oct 2026
- Marketing library
- The product includes a creative library containing more than 1,000 marketing pieces.checked 21 Oct 2026
The company
- Company
- Top of Mind Networks, the maker of Surefire, was founded in 2003 and is described as Atlanta-based.checked 8 Oct 2026
- Company facts
- LinkedIn lists Jacksonville, Florida headquarters, 51–200 employees and a 2003 founding year.checked 21 Oct 2026
- Company identity
- LinkedIn identifies the business as Surefire CRM by Black Knight, a privately held advertising-services company.checked 21 Oct 2026
- Maker and ownership
- G2 lists Intercontinental Exchange as the seller, while ICE disclosures say the company acquired Surefire in 2021.checked 21 Oct 2026
Money
- Limit: cost and contracts
- Independent reviews describe the product as expensive and include complaints about annual commitments, cancellation handling and continued billing.checked 21 Oct 2026
Where it runs
- LOS integrations
- The product is described as integrating with loan-origination systems including Encompass, LendingQB and Floify.checked 21 Oct 2026
Alternatives to SurefireCRM
- 1
Zoho CRM
Free planAndroidiOSWebAPI8.3From $14 a month - 2
InsuredMine
Free planAndroidiOSWebAPI8.0From $69 a month - 3
Total Expert
Free planAndroidiOSWebAPI8.0From $69 a month - 4
Redtail CRM
AndroidiOSWebAPI7.7 - 5
Salesforce Financial Services Cloud
AndroidiOSWebAPI7.7From $325 a month - 6
Wealthbox
AndroidiOSWebAPI7.7From $59 a month