Viato

Viato is built for loan officers and mortgage teams that want to manage borrower relationships alongside loan progress. Its free CRM lowers the barrier to adopting a mortgage-specific workflow, while paid support is an added per-seat cost.

It is a stronger fit for lenders whose needs align with its loan tools and live integrations than for businesses seeking a general-purpose CRM or relying on connections still in development.

Overview

Viato combines lead capture, contacts, opportunities, team assignment, and lead-source tracking with loan milestone tracking. That mortgage-centered structure can keep prospect ownership and loan progress together, rather than requiring teams to adapt a generic sales pipeline. Borrower and referral partner management, compliance workflows, and marketing automation are also part of its stated scope.

Its breadth is useful for teams that want communications, automation, and borrower applications alongside the CRM. The integration distinction matters: Arive and LendingPad are live two-way loan-system connections; UWM, QuickBooks, and Handwrytten are marked as coming soon.

Key features

Lead routing and follow-up

Teams can assign leads to loan officers or groups and track their sources. Automations combine triggers, conditions, and multi-step actions to assign leads, send texts, create tasks, and nurture prospects. This is well suited to repeatable follow-up processes; teams with only basic contact-management needs may not gain much from the added workflow layer.

AI, calls, and loan milestones

Super Agent can work across text, email, and chat to run workflows, update deals, and create tasks. Viato also describes voice AI, call transcription and summaries, and a dialer that rings as many as three contacts at once. The CRM tracks loan milestones and can generate a Fannie Mae 3.4 (1003) from a phone call. Together, these features target loan officers handling frequent borrower conversations, though teams should choose based on the capabilities they actually need.

Communications and borrower applications

A unified inbox threads email, SMS, and iMessage conversations. Supported communication tools include Gmail, Outlook, Twilio, and RingCentral. Viato POS adds a guided borrower application and document portal, with branding using the lender’s logo and colors. This can bring borrower-facing steps into the same broader workflow; it is less relevant to teams that do not need an online application or document portal.

Security and support

Viato says it encrypts data in transit with TLS and at rest with AES-256, and isolates organizations with database row-level security. It says it completed an independent assessment under the App Defense Alliance CASA framework in June 2026. It also says customer data is not used to train models and that its third-party model providers operate under zero data retention.

Free users receive community support and weekly office hours. The paid Support plan adds tickets, direct replies from Viato’s team, and priority response times, which may matter to teams that want a direct support channel rather than community help.

Pricing

Viato offers a free plan and a paid Support plan. The free plan is billed Free forever and includes the full CRM platform, unlimited contacts, pipeline management, smart automations, LOS integrations, email, SMS and calling, team collaboration, weekly office hours, and community support. It is a substantial starting point for teams that can work with community support, but direct team replies and priority response times require the paid plan.

Support costs $49 a month per LO, with ops staff at $29/mo per ops staff. It includes everything in Free plus support ticket access, direct team replies, and priority response times; the plan is per seat. Teams should account for the different loan-officer and operations-staff rates as they add users. Viato has no free trial, so the free plan is the available way to begin without a paid commitment.

Platforms

Viato is available on iOS and the web. Its mobile app is relevant to loan officers who need access away from a desktop, while teams standardized on Android are not covered by the stated platform range.

Who it's for

Viato is best suited to mortgage professionals who want lead and loan tracking, borrower communications, automation, and application tools within a mortgage-focused CRM. Teams using Arive or LendingPad can draw on live two-way LOS integrations. It is a weaker fit for lenders whose essential workflow depends on UWM, QuickBooks, or Handwrytten being live, or for organizations that need Android access.

Pros and cons

• Pros: The free plan includes unlimited contacts, pipeline management, smart automations, LOS integrations, and team collaboration, giving mortgage teams a broad CRM starting point.
• Pros: Loan milestone tracking, a borrower portal, and a unified inbox connect mortgage workflow with borrower-facing tasks and communication.
• Pros: Live two-way integrations with Arive and LendingPad can support teams using either loan system.
• Cons: Direct replies and priority response times cost extra, and Support is priced per seat with distinct rates for loan officers and operations staff.
• Cons: UWM, QuickBooks, and Handwrytten are marked coming soon, so they should not be treated as current integrations.
• Cons: The stated platform coverage is iOS and web, not Android.

Alternatives

For a broader comparison, browse Mortgage CRM Software.

• MloFlo is worth considering when SMS-focused plans and Android access matter; it has no free plan, and its SMS options carry an activation fee.
• Total Expert may suit readers looking for a freemium option with Android and API platforms and a complimentary plan that includes CRM access and co-marketing connections.
• KudosCRM has a free plan capped at three users, 1,000 contacts, and one pipeline, and may fit teams that can work within those limits.
• MapleConnect offers a free core CRM and a $199 a month Essential plan with full CRM plus automation, a different option for readers comparing free entry with a paid automation tier.
• Mortgage Magic may suit readers comparing mortgage software with a Prometheus plan priced at £85 a month and described as including AI sourcing, full CRM, and compliance.
• Aidium is another paid CRM option with pricing provided through an order.
• Jungo may be relevant to readers comparing paid mortgage CRM plans; its Lite plan is annually billed and has a minimum one-year contract and a one-time setup fee.
• Shape is a paid alternative with per-user pricing and a CRM foundation, with add-ons available.

Verdict

Mortgage teams that want a free, mortgage-focused CRM with lead routing, loan milestones, borrower tools, and automation should put Viato on their shortlist, especially if they use Arive or LendingPad. Its main appeal is the breadth of workflow in the free plan; its main reasons to look elsewhere are the per-seat cost for direct support, integrations still marked coming soon, and the absence of Android support.