Leaf360 vs Surefire
Surefire is the marketing CRM inside the ICE Mortgage Technology family, known for a large pre-built content library and a natural fit for companies standardized on Encompass. Leaf360 is the AI Operating System for mortgage: it connects to Encompass as well, but instead of a library you pick from, Lia writes the campaign, the partner follow-up and the workflow from what you tell her. Choose Surefire if you want ICE's content library and an enterprise vendor relationship. Choose Leaf360 if you want one system a loan officer can run, with wholesale and calling built in.
Choose Surefire if
- You are an enterprise Encompass shop that wants marketing from the same vendor as the LOS.
- A large pre-built content library, rather than AI-written content, is how your marketing team prefers to work.
- You already have an ICE enterprise agreement and adding Surefire is simpler than adding a vendor.
Choose Leaf360 if
- You want one system for pipeline, partners, follow-up, wholesale and calling instead of a stack of tools.
- You want the AI to build and run the work from plain language, not another builder to configure.
- You want to start free today, with published pricing and no implementation project.
Side by side
No feature checklist. What each one is, and how you work in it.
| Leaf360AI Operating System for mortgage | Surefire | |
|---|---|---|
| Category | AI Operating System for mortgage | Marketing CRM within the ICE Mortgage Technology suite |
| Content | Lia drafts campaigns, emails and texts from plain language, on brand through your Brand Wiki | Large pre-built content library you pick from and customize |
| Encompass | Encompass integration | Native to the ICE family |
| What it replaces | The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them | One tool inside that stack |
| AI model | Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT | AI features attached to specific screens |
| Wholesale | Leaf360 TPO marketplace built in | Not part of the product |
| Openness | Open platform: 21 integrations including Encompass, Arive, LendingPad, Follow Up Boss, HubSpot, Salesforce and GoHighLevel, plus an MCP server so Lia works inside Claude or ChatGPT | Closed system; you work inside their screens |
| Getting started | Free plan with no credit card, published pricing, no setup fee, no implementation project | Quote or sales call first; setup fees or an implementation partner are common |
When Surefire is the better choice
Where Surefire is the better choice today:
You are an enterprise Encompass shop that wants marketing from the same vendor as the LOS.
A large pre-built content library, rather than AI-written content, is how your marketing team prefers to work.
You already have an ICE enterprise agreement and adding Surefire is simpler than adding a vendor.
You don't have to choose on day one
Leaf360 connects to 21 systems, and Lia works inside Claude and ChatGPT through the Leaf360 MCP server. Start free, connect what you keep, and let the stack shrink at your pace.
Encompass
Arive
LendingPad
Follow Up Boss
GoHighLevel
Salesforce
HubSpot
ZapierFrequently asked questions
Yes. Leaf360 connects to Encompass, matches milestones to your loan statuses, and pulls loans across so the pipeline stays in sync.
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See it with your own pipeline.
Import a CSV, tell Lia what you need, and watch what she finds. It takes minutes, and it costs nothing.
Free plan. No credit card. Published pricing.