# Leaf360: full text > Leaf360 is the AI Operating System for mortgage: CRM, communication intelligence, and wholesale infrastructure in one platform, run by Lia, the agentic AI for mortgage. Built by a loan originator for loan officers, mortgage teams, and wholesale lenders. Canonical site: https://www.leaf360.com. Short index: https://www.leaf360.com/llms.txt. Help center: https://help.leaf360.com (its own llms-full.txt is at https://help.leaf360.com/llms-full.txt). ## Frequently asked questions (homepage) ### What is Leaf360? Leaf360 is the AI Operating System for mortgage: CRM, communication intelligence and wholesale infrastructure in one platform, run by Lia, an agentic AI you instruct in plain language. It was built by a loan originator for loan officers, mortgage teams and wholesale lenders. ### Is Leaf360 a CRM? Leaf360 includes a mortgage CRM, but it is not only a CRM. It replaces the stack most loan officers run today, a CRM, an email tool, a texting app, marketing software, a compliance tracker and spreadsheets, with one system, and it connects to the LOS rather than replacing it. ### Who is Leaf360 for? Loan officers, mortgage brokers, correspondent lenders and mortgage company owners use Leaf360 Mortgage CRM. Wholesale lenders, the lenders who fund loans through brokers and correspondents, use the Leaf360 TPO lender side to publish a profile and manage broker approvals. ### What is Lia? Lia is the agentic AI built into Leaf360. You tell her what you need in plain language, a nurture campaign, a partner update, a workflow, and she builds it and runs it. She also works as a specialist for lender guidelines, income calculation, underwriting review, appraisal review and approval conditions, and she is available inside Claude and ChatGPT through the Leaf360 MCP server. ### Does Leaf360 replace my LOS? No. Leaf360 connects to Encompass, Arive, LendingPad, Calyx, Byte, Lodasoft and Doma with two-way sync, so the pipeline in Leaf360 matches the LOS without retyping. ### How much does Leaf360 cost? Leaf360 has a free plan with no credit card required, and paid plans for loan officers and teams with published per-seat pricing. Annual billing is 5% off. Enterprise pricing is custom. Full details are on the pricing page. ### What is the difference between Mortgage CRM, Leaf360 TPO and the wholesale lender side? If you originate loans and work with wholesale lenders to fund or close them, as a loan officer, broker or correspondent, you use the Mortgage CRM, and Leaf360 TPO is the marketplace inside it where you find and connect with lenders. If you are a wholesale lender funding loans through those companies, you sign up on the lender side instead. ## Lia, the agentic AI for mortgage Source: https://www.leaf360.com/lia Lia is the AI built into Leaf360. You tell her what you need in plain language, a nurture campaign for past clients, a partner update, a lead-to-close workflow, and she builds it and runs it. She runs inside every part of Leaf360, and through the Leaf360 MCP server she works inside Claude and ChatGPT. Specialist modes: General (leads, loans, contacts, tasks, calendar, mail), Lenders (guideline answers from your connected wholesale lenders, sources cited), Income (qualifying income from a pay stub, W2, 1099 or tax return), Underwriter (loan file and guideline review, DU and LP findings), Appraisal (comparable sales, adjustments, reconciliation, red flags), Approval conditions (PTD, PTC and PTF). Deep Mode hands Lia one large job to work through on her own. ### What does agentic AI mean in Leaf360? Agentic means Lia does the work, not just the writing. You describe an outcome in plain language, and she builds the workflow, drafts the messages, waits for your approval where it matters, and runs it. A chatbot answers a question. An agent finishes a job. ### What can Lia change in my CRM? In General mode Lia can create and update leads, loans, contacts, tasks, calendar events and mail across the CRM. In Lenders mode she reads your connected lenders' guidelines and does not touch records. Anything sent to a partner or a client on your behalf goes through an approval queue first. ### How is Lia different from an automation builder? An automation builder gives you a canvas and expects you to design the flow. Lia designs it for you from a sentence, tests it, and hands you the result to approve. Leaf360 still has a full workflow builder underneath for teams who want to see and edit every step. ### Can I use Lia outside Leaf360? Yes. The Leaf360 MCP server connects Claude, ChatGPT or any MCP-capable assistant to your Leaf360 workspace. Common uses: clean up an old CRM export and import it, set up Leaf360 for your team, build automations, and design email templates. It is available on every plan for a limited time. ### Which foundation models does Lia use? Lia runs on frontier foundation models and adds the mortgage layer on top: your pipeline, your lenders' guidelines, your compliance rules and your brand. Foundation models provide general intelligence. Leaf360 turns it into mortgage work. They complement each other rather than compete. ### How are Ask Lia credits counted? Every request uses credits, and the amount depends on the job. Everyday questions use far fewer than research, document review or Deep Mode. The Free plan includes about 100 credits a month. Paid plans are unlimited. ## Soft pull credit reports inside the mortgage CRM Source: https://www.leaf360.com/credit-reports Pull a $5 soft credit report from the borrower's contact, run DTI on the same screen, and save the tri-merge for the buyers who are real. Free Leaf360 account, no card required. ### How it works 1. Order from the contact. Open the borrower's contact in Leaf360 and order a pull. A single-bureau soft pull is 5 credits. A soft tri-merge across all three bureaus is 20. Credits are $1 each. 2. The borrower verifies through a link. They get a link, enter their own information, confirm it's theirs, and authorize the pull. No SSN over the phone. It's a soft inquiry, so there's no score impact. The portal carries your company's brand, not ours. 3. The report lands on the contact. Liabilities arrive sorted into mortgage, installment, and revolving. Enter income, include or omit any item, and run DTI on the same screen. ### Credit report pricing - Single-bureau soft pull: 5 credits. Experian, VantageScore 3.0. No score impact for the borrower. - Soft tri-merge: 20 credits. All three bureaus and the full liability list. Still a soft inquiry. - Monthly credit plans: From $100 a month. Credits are 1:1, so $100 buys 100 credits. Or buy a one-time $100 pack of credits as you go. $100 is the minimum either way. - Credits are the unit. $1 is 1 credit. Buy credits, then spend them on pulls. Nothing gets pulled without credits behind it, so there are no surprise charges. - You don't need a paid CRM plan to pull credit. The Leaf360 account is free, it takes no credit card, and you can order reports from it today. - Credit report credits are separate from Ask Lia credits. Ask Lia credits are AI usage inside the product. They can't pull a credit report. ### What lands in the CRM - The report on the contact: Score, tradelines, and inquiries sit on the borrower's record, next to their loan and every conversation. - DTI on the same screen: Liabilities sorted as mortgage, installment, and revolving. Income on the same screen, number in seconds. - A borrower portal in your company's brand: The borrower sees your mortgage company, not Leaf360, when they verify and authorize the pull. - Credit Watch: Ongoing monitoring on the clients you choose. 2 credits per client per month. ### Disclosures - Permissible purpose and consent: Credit reports are ordered only with the borrower's authorization and for a permissible purpose under the Fair Credit Reporting Act. The borrower authorizes the pull through the verification link, and that authorization is kept with the report. - Not a commitment to lend: A soft pull credit report and any DTI figure based on it are for pre-qualification only. They are not a loan approval, a pre-approval, or a commitment to lend. Whether someone qualifies depends on the whole file, including a qualifying credit report at application. - Score model disclosure: The score shown is VantageScore 3.0 from Experian. It is not the score model lenders require to qualify a mortgage, and it may differ from other scores the borrower has seen. The model name and the bureau appear on every report. - Adverse action: If a loan officer reviews a report and tells a borrower they don't qualify, that conversation can turn a pre-qual into an application under Regulation B, and a written adverse action notice may be required. Talk about what the borrower would need rather than ruling on the file. If you do decline, follow your company's adverse action process. ### Credit report FAQ #### Is this a hard pull? No. Both the single-bureau pull and the tri-merge are soft inquiries. A soft inquiry has no impact on the borrower's score, and it isn't tied to a loan application. #### Is this the score lenders use to qualify a loan? No, and we'd rather say that up front. The report carries VantageScore 3.0 from Experian. Lenders require different score models when a loan is qualified, so this is a pre-qual number. You still pull a qualifying hard tri-merge at application. Use this to know where a borrower stands before you spend on that pull. #### Does a soft pull create trigger leads? A soft inquiry isn't visible to other lenders, and it doesn't feed the bureau prescreen lists that trigger leads come from. Nobody else sees your borrower shopping. #### What about borrower consent and permissible purpose? Every credit pull needs a permissible purpose under the Fair Credit Reporting Act, soft or hard. Here, the borrower starts the transaction. They verify their own information and authorize the pull through the link, and that authorization is kept with the report. You never enter their information for them. #### Can I run DTI on it? Yes, right on the contact. The liabilities come in sorted as mortgage, installment, and revolving. You can include or omit any item and enter income on the same screen. The tri-merge is the better input, because one bureau can miss a tradeline. The number is a pre-qual number, not an underwriting decision. #### What does the borrower see? A link, a short verification step, and a portal branded to your mortgage company. The borrower sees your company's name, not Leaf360. #### Do I need to pay for the CRM? No. The Leaf360 account is free and takes no credit card. You can sign in, buy credits, and order reports without a paid CRM plan. If you want the rest of the CRM later, it's there. #### How do credits work? $1 is 1 credit. A single-bureau soft pull is 5 credits, and a soft tri-merge is 20. Buy a one-time $100 pack of credits when you need them, or start a monthly plan at $100 a month. $100 is the minimum purchase either way. Nothing gets pulled without credits behind it, so there are no surprise charges. ## Pricing Source: https://www.leaf360.com/pricing. Annual billing is 5% off the monthly per-seat price. No credit card for Free. ### Free: $0 For individuals getting started. - 5,000 each of leads, loans & partners - Unlimited email from your inbox - 100 Ask Lia credits / month - Full Leaf360 TPO marketplace access ### Core: $59 per user per month For loan officers growing their book. - Unlimited leads, loans & partners - Unlimited email from your inbox - Automations & workflows - Reports & partner performance ### Pro: $99 per user per month For teams that need calling built in. - Everything in Core - 1 phone line included - Unlimited calls & texts on that line - Priority support ### Enterprise: Custom pricing For enterprises needing control. - Custom seats & volume pricing - Dedicated success manager - Advanced security & admin - Custom integrations ### Plan comparison #### Usage - Leads, loans & partners: Free: 5,000 each; Core: Unlimited; Pro: Unlimited; Enterprise: Unlimited - Email from your own inbox: Free: Unlimited; Core: Unlimited; Pro: Unlimited; Enterprise: Unlimited (Connect your Google or Outlook account and send one-to-one email from your own domain, with no monthly cap on any plan.) - Marketing & automation email: Free: Not included; Core: Not included; Pro: Add-on; Enterprise: Custom (Bulk campaigns and emails sent by workflows go through the Email Marketing or Multi-Channel add-on, available on Pro.) - Ask Lia credits: Free: 100 / mo; Core: Unlimited; Pro: Unlimited; Enterprise: Unlimited (Every Ask Lia request uses credits. Everyday questions use far fewer than research, document review or Deep Mode, so 100 a month goes a long way for regular use.) - Seats: Free: 1; Core: Unlimited; Pro: Unlimited; Enterprise: Custom - Phone lines included: Free: Not included; Core: Not included; Pro: 1 line; Enterprise: Custom (A dedicated calling and texting number inside Leaf360. Extra lines can be added on Pro.) #### Pipeline & records - Sales pipeline with list & board views: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Loan pipelines & custom stages: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Referral partner pipelines: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Custom fields on leads, loans & partners: Free: Included; Core: Included; Pro: Included; Enterprise: Included - CSV import & export: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Bulk actions & saved filters: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Public lead forms (hosted & embeddable): Free: Included; Core: Included; Pro: Included; Enterprise: Included - Lead sources & sub-sources: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Archive & restore: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Referral emails turned into leads automatically: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Forward a referral partner's email and Leaf360 reads it and creates the lead, so nothing gets copied out by hand.) - SLA rules, timers & breach alerts: Free: Not included; Core: Included; Pro: Included; Enterprise: Included #### Lia - Ask Lia in plain language across leads, loans, tasks, calendar & mail: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Specialist modes: Free: ; Core: ; Pro: ; Enterprise: (Switch Lia into a specialist for the job in front of you. Each mode changes what she looks at and how she answers.) - Lenders: guideline answers from your connected wholesale lenders, with the source cited: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Income: qualifying income from a pay stub, W2, 1099 or tax return: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Underwriter: loan file & guideline review, including DU and LP findings: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Appraisal: comparable sales, adjustments, reconciliation & red flags: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Approval conditions: track PTD, PTC & PTF conditions to clear to close: Free: Included; Core: Included; Pro: Included; Enterprise: Included - AI Coach on the dashboard: Free: Included; Core: Included; Pro: Included; Enterprise: Included (Reads your pipeline and tells you what to work on next.) - AI email & SMS builder: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Loan scenarios matched to your connected lenders' guidelines: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Deep Mode: give Lia a whole job, not a question: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Instead of a back-and-forth chat, hand Lia one big task, like re-engaging 300 stale leads or building a campaign from scratch. She works through it on her own while you watch the progress.) - Partner outreach written by Lia, approved by you: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Lia drafts the follow-up for each referral partner. It waits in your approval queue, you approve, it sends.) - AI meeting notetaker with summaries & action items: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Send a notetaker into a live meeting or pull in a Zoom recording, then read the summary, action items and transcript.) - Leaf360 MCP server (Limited time, all plans): Free: Included; Core: Included; Pro: Included; Enterprise: Included (Connect Claude, ChatGPT or any MCP-capable assistant to your Leaf360 workspace. Use it to clean up and import your data, set up Leaf360 for yourself or your team, build automations on Core or Pro, and design email templates.) #### Communication - Unified inbox: email, calls, texts & partner messages: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Connected email (Gmail, Outlook): Free: Included; Core: Included; Pro: Included; Enterprise: Included - Meeting scheduler: Free: Included; Core: Included; Pro: Included; Enterprise: Included (Book meetings and see what's coming up next to your inbox. Connects to Zoom and Calendly.) - Built-in phone & texting line: Free: Not included; Core: Not included; Pro: 1 line included; Enterprise: Custom (The Leaf360 phone system is part of Pro. Free and Core do not include calling or texting.) - Additional phone lines: Free: Not included; Core: Not included; Pro: Add-on; Enterprise: Custom - Unlimited calls & texts: Free: Not included; Core: Not included; Pro: On included line; Enterprise: Included - Call recording with spoken disclosure: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Call transcripts & AI call details: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Business hours, ring strategy & voicemail: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Number porting: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Spam shield & blocked callers: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - SMS blasts: Free: Not included; Core: Not included; Pro: Add-on; Enterprise: Custom (Bulk text campaigns billed by segment volume, separate from the texts on your included line. Available on Pro.) #### Marketing & automation - Email template library & block editor: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Merge fields & test sends: Free: Included; Core: Included; Pro: Included; Enterprise: Included - SMS template library: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Bulk & scheduled email campaigns: Free: Not included; Core: Not included; Pro: Email Marketing add-on; Enterprise: Custom (Requires the Email Marketing add-on, available on Pro.) - Multi-channel sequences (email + SMS): Free: Not included; Core: Not included; Pro: Multi-Channel add-on; Enterprise: Custom (Email and text steps in one automated sequence, through the Multi-Channel add-on, available on Pro.) - Campaign analytics: delivery, opens, clicks & bounces: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Brand Wiki & media library: Free: Included; Core: Included; Pro: Included; Enterprise: Included (One place for your logos, colors, voice and compliance details, plus the image library that feeds every AI-written email and page, so everything Lia makes is on brand.) - Mortgage rate dashboard & movement alerts: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Workflow builder: triggers, actions, branching & delays: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - AI assistant that builds workflows from plain language: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Pre-built workflow templates: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Workflow run analytics & execution history: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - AI website builder & site templates: Free: Not included; Core: Included; Pro: Included; Enterprise: Included #### Reporting - Dashboard: key numbers, pipeline chart & forecast vs goals: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Team leaderboard: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Partner performance analytics & tiers: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Call history & call analytics: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included #### Leaf360 TPO marketplace - Browse & connect with wholesale lenders: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Lender guideline Q&A with cited sources: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Request a lender that isn't listed yet: Free: Included; Core: Included; Pro: Included; Enterprise: Included #### Portals - Partner portal for agents, title & insurance: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Credit Watch: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Soft-pull credit monitoring for your clients: a monthly credit score, alerts when something changes, and a portal where they can see it. Report credits are bought separately.) #### Integrations - Loan origination: Encompass, Arive & LendingPad: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Follow Up Boss two-way sync: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - HubSpot & Salesforce: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Zoom, Google Meet & Microsoft Teams: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Calendly & Google Calendar: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Gmail & Outlook: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Google Drive, Docs & Sheets: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Slack notifications: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Zapier & Typeform: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Fello: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Custom integrations: Free: Not included; Core: Not included; Pro: Not included; Enterprise: Included #### Team, security & compliance - Advanced team management & roles: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Invite, edit and deactivate members, set roles and permissions, and see who holds which seat.) - Lead & loan routing to teams: Free: Not included; Core: Included; Pro: Included; Enterprise: Included (Group people into teams and send unassigned leads, loans and contacts to the right person automatically.) - Company-paid or self-paid seats: Free: Not included; Core: Included; Pro: Included; Enterprise: Included - Calling hours enforced automatically, including stricter state windows: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included (Leaf360 won't place a call outside your hours, and applies shorter windows in states that require them.) - Do Not Call scrubbing against federal, state & your own list: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Text opt-in, opt-out & quiet hours handled for you: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included (Double opt-in, STOP and HELP replies, opt-out wording and quiet hours, managed by Leaf360.) - Call recording disclosure, with all-party consent states handled automatically: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Consent tracking for marketing outreach: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Advanced security & admin controls: Free: Not included; Core: Not included; Pro: Not included; Enterprise: Included - Custom seats & volume pricing: Free: Not included; Core: Not included; Pro: Not included; Enterprise: Included #### Support - Help center & how-to videos: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Group onboarding calls: Free: Included; Core: Included; Pro: Included; Enterprise: Included (Live group sessions with the Leaf360 team to get you set up.) - Email & chat support: Free: Included; Core: Included; Pro: Included; Enterprise: Included - Priority support: Free: Not included; Core: Not included; Pro: Included; Enterprise: Included - Dedicated success manager: Free: Not included; Core: Not included; Pro: Not included; Enterprise: Included - Dedicated onboarding & migration: Free: Not included; Core: Not included; Pro: Not included; Enterprise: Included ### Pricing FAQ #### Is this pricing for the Mortgage CRM, Leaf360 TPO, or the wholesale lender side? These plans are the Mortgage CRM. If you're a loan officer, mortgage broker or correspondent lender who works with a wholesale lender to fund or close your loans, this is you. Leaf360 TPO is the marketplace inside the CRM where you find, apply to and stay approved with those wholesale lenders, and it's included on every plan. If you're a wholesale lender, meaning you fund loans through TPO companies such as mortgage brokers, correspondent lenders and mortgage lenders, you sign up on the lender side instead. Lender profiles are free, and that's covered on the Leaf360 TPO for wholesale lenders page. #### What can I use the Leaf360 MCP server for? Connect Claude, ChatGPT or any MCP-capable assistant to your Leaf360 workspace. The most common uses: clean up your old CRM export and import it into Leaf360, set up Leaf360 for yourself, your team or your company, build automations if you're on Core or Pro, and design email templates with Claude Design, GPT or Claude and drop them straight into Leaf360. It's on every plan, including Free, for a limited time. #### How do Ask Lia credits work? Every Ask Lia request uses credits, and the amount depends on the job. Everyday questions use far fewer credits than research, document review or Deep Mode. The Free plan includes about 100 credits a month, which covers regular use. Core, Pro and Enterprise are unlimited. #### What's the difference between inbox email and marketing email? Inbox email is the one-to-one email you send from your connected Google or Outlook account. It goes out from your own domain and is unlimited on every plan, including Free. Marketing email is bulk campaigns and the emails a workflow sends on its own. Those need the Email Marketing or Multi-Channel add-on, and both add-ons are available on Pro. #### Do I need Pro to call or text? Yes. Pro includes one phone line with unlimited calls and texts. Additional lines and SMS blasts are add-ons on Pro. Free and Core don't include the phone system. #### Can I bring my existing phone number? Yes. Number porting is part of the phone system on Pro, so you keep the number your clients and partners already have. #### Can I mix plans on one team? Yes. Each member has their own plan, and Manage Team shows who's on Free, Core or Pro. An admin can put anyone on a company-paid seat or leave them self-paid, and switch between the two. #### What happens when I hit the Free plan limits? Free includes 5,000 each of leads, loans and partners and 100 Ask Lia credits a month. When you reach a limit, your data stays where it is and you move to Core to lift the caps. #### What happens to a seat when someone leaves? Deactivate them from Manage Team. Their leads and loans stay in place, and the seat frees up at the end of the billing period so you can give it to someone else. #### Does Leaf360 handle calling and texting compliance? Yes, on Pro. Leaf360 enforces calling hours including stricter state windows, scrubs against federal, state and your own Do Not Call lists, handles text opt-in and opt-out replies, and plays the recording disclosure automatically, switching to all-party consent wording in the states that require it. #### Does annual billing change what I get? No. Annual is the same plan at 5% off, charged once a year. Monthly is charged every month and can be cancelled any time. ## Features Source: https://www.leaf360.com/features. Every feature group, in the order the product presents them, with a plain-language explanation and the plan each one starts on. Plan gating is read from the same table as the pricing page, so the two can never disagree. ### Usage What each plan includes before you add anything: how many records you can hold, how much email you can send, how many Ask Lia credits you get, and whether calling is included. Help center: https://help.leaf360.com/get-started/plans-and-billing - Leads, loans & partners (starts on: Every plan). How many records you can hold across the three pipelines before a plan limit applies. - Email from your own inbox (starts on: Every plan). Connect your Google or Outlook account and send one-to-one email from your own domain, with no monthly cap on any plan. - Marketing & automation email (starts on: Pro add-on). Bulk campaigns and emails sent by workflows go through the Email Marketing or Multi-Channel add-on, available on Pro. - Ask Lia credits (starts on: Every plan). Every Ask Lia request uses credits. Everyday questions use far fewer than research, document review or Deep Mode, so 100 a month goes a long way for regular use. - Seats (starts on: Every plan). How many people from your company can work in the same Leaf360 account. - Phone lines included (starts on: Pro and up). A dedicated calling and texting number inside Leaf360. Extra lines can be added on Pro. ### Pipeline & records Three separate pipelines, kept apart on purpose: leads before they apply, loans in process, and the referral partners who send you both. More detail: https://www.leaf360.com/features/pipeline Help center: https://help.leaf360.com/mortgage-crm/pipeline-stages - Sales pipeline with list & board views (starts on: Every plan). Your pre-application leads, shown either as a sortable list or as a board you drag people across. - Loan pipelines & custom stages (starts on: Every plan). Loans in process carry a status from your LOS, and you decide which statuses roll up into which stage. - Referral partner pipelines (starts on: Every plan). Real estate agents, title reps and insurance contacts get their own stages, so a partner relationship is tracked like a deal. - Custom fields on leads, loans & partners (starts on: Every plan). Add the fields your business actually uses, and they show up in filters, imports and workflow conditions. - CSV import & export (starts on: Every plan). A four-step importer brings your old database in, and everything exports back out whenever you want it. - Bulk actions & saved filters (starts on: Every plan). Select hundreds of records at once to reassign, retag, move a stage or send, and save the filter you used. - Public lead forms (hosted & embeddable) (starts on: Every plan). Forms you can host on a Leaf360 page or drop into your own site, landing straight in the sales pipeline. - Lead sources & sub-sources (starts on: Every plan). Label where each lead came from, down to the campaign, so the reporting can tell you what is worth repeating. - Archive & restore (starts on: Every plan). Move dead records out of the working pipeline without deleting them, and pull them back if the file wakes up. - Referral emails turned into leads automatically (starts on: Core and up). Forward a referral partner's email and Leaf360 reads it and creates the lead, so nothing gets copied out by hand. - SLA rules, timers & breach alerts (starts on: Core and up). Set how fast a new lead has to be touched, and get told when the clock runs out instead of finding out later. ### Lia Lia is the agentic AI built into Leaf360. You describe the outcome in plain language and she builds the campaign, the workflow or the answer, then waits for your approval where it matters. More detail: https://www.leaf360.com/lia Help center: https://help.leaf360.com/mortgage-crm/lia-assistant - Ask Lia in plain language across leads, loans, tasks, calendar & mail (starts on: Every plan). Ask a question or give an instruction in a sentence, and Lia works across your records instead of handing you a search box. - Specialist modes. Switch Lia into a specialist for the job in front of you. Each mode changes what she looks at and how she answers. - Lenders: guideline answers from your connected wholesale lenders, with the source cited (starts on: Every plan). Lia reads the guideline documents attached to the lenders you are connected to and shows you where the answer came from. - Income: qualifying income from a pay stub, W2, 1099 or tax return (starts on: Every plan). Upload the document and Lia works out qualifying income and shows the math behind it. - Underwriter: loan file & guideline review, including DU and LP findings (starts on: Every plan). Lia reviews the file the way an underwriter would, including the automated findings, and tells you what is missing. - Appraisal: comparable sales, adjustments, reconciliation & red flags (starts on: Every plan). Lia reads the appraisal and points at the comparables, the adjustments and anything that will draw a condition. - Approval conditions: track PTD, PTC & PTF conditions to clear to close (starts on: Every plan). Conditions are tracked as prior to docs, prior to closing and prior to funding, so nothing sits unowned. - AI Coach on the dashboard (starts on: Every plan). Reads your pipeline and tells you what to work on next. - AI email & SMS builder (starts on: Every plan). Describe the message and Lia writes the template block by block, on brand, ready to save and reuse. - Loan scenarios matched to your connected lenders' guidelines (starts on: Every plan). Describe the borrower and the loan, and Lia comes back with which of your lenders can take it and why. - Deep Mode: give Lia a whole job, not a question (starts on: Core and up). Instead of a back-and-forth chat, hand Lia one big task, like re-engaging 300 stale leads or building a campaign from scratch. She works through it on her own while you watch the progress. - Partner outreach written by Lia, approved by you (starts on: Core and up). Lia drafts the follow-up for each referral partner. It waits in your approval queue, you approve, it sends. - AI meeting notetaker with summaries & action items (starts on: Core and up). Send a notetaker into a live meeting or pull in a Zoom recording, then read the summary, action items and transcript. - Leaf360 MCP server (starts on: Every plan). Connect Claude, ChatGPT or any MCP-capable assistant to your Leaf360 workspace. Use it to clean up and import your data, set up Leaf360 for yourself or your team, build automations on Core or Pro, and design email templates. ### Communication One inbox for email, calls, texts and partner messages, with a phone line, a meeting scheduler and call transcripts attached to the same records. More detail: https://www.leaf360.com/features/communication Help center: https://help.leaf360.com/mortgage-crm/inbox - Unified inbox: email, calls, texts & partner messages (starts on: Every plan). Every conversation with a person, in whichever channel it happened, sitting in one thread on their record. - Connected email (Gmail, Outlook) (starts on: Every plan). Send one-to-one email from your own domain through your Google or Outlook account, with no monthly cap on any plan. - Meeting scheduler (starts on: Every plan). Book meetings and see what's coming up next to your inbox. Connects to Zoom and Calendly. - Built-in phone & texting line (starts on: Pro and up). The Leaf360 phone system is part of Pro. Free and Core do not include calling or texting. - Additional phone lines (starts on: Pro add-on). Extra numbers for a team, a branch or a campaign, added to a Pro account. - Unlimited calls & texts (starts on: Pro and up). No per-minute or per-message counting on the line that comes with Pro. - Call recording with spoken disclosure (starts on: Pro and up). Calls can be recorded, and Leaf360 reads the disclosure to the caller before the call connects. - Call transcripts & AI call details (starts on: Pro and up). Every recorded call comes back as text with the details pulled out, so you are not taking notes while talking. - Business hours, ring strategy & voicemail (starts on: Pro and up). Decide when your numbers ring, in what order they ring, and what a caller hears when nobody picks up. - Number porting (starts on: Pro and up). Bring the number your clients and partners already have instead of asking them to learn a new one. - Spam shield & blocked callers (starts on: Pro and up). Screen the numbers you do not want ringing through, and block the ones that keep coming back. - SMS blasts (starts on: Pro add-on). Bulk text campaigns billed by segment volume, separate from the texts on your included line. Available on Pro. ### Marketing & automation Templates, campaigns and a full workflow builder, plus the AI assistant that builds a workflow for you from one sentence. More detail: https://www.leaf360.com/features/marketing-automation Help center: https://help.leaf360.com/mortgage-crm/workflow-builder - Email template library & block editor (starts on: Every plan). Build and keep your email templates in a block editor, organized in folders your whole team can use. - Merge fields & test sends (starts on: Every plan). Drop borrower, loan and partner data into a template, then send yourself a test before it goes anywhere near a client. - SMS template library (starts on: Pro and up). The same idea for texts: saved messages with merge fields, ready for a workflow or a one-off send. - Bulk & scheduled email campaigns (starts on: Pro add-on). Requires the Email Marketing add-on, available on Pro. - Multi-channel sequences (email + SMS) (starts on: Pro add-on). Email and text steps in one automated sequence, through the Multi-Channel add-on, available on Pro. - Campaign analytics: delivery, opens, clicks & bounces (starts on: Pro and up). Every bulk send reports delivery, opens, clicks and bounces, down to which recipient did what. - Brand Wiki & media library (starts on: Every plan). One place for your logos, colors, voice and compliance details, plus the image library that feeds every AI-written email and page, so everything Lia makes is on brand. - Mortgage rate dashboard & movement alerts (starts on: Every plan). Rates in the product, with alerts when they move, so a rate email is a reaction and not a guess. - Workflow builder: triggers, actions, branching & delays (starts on: Core and up). One trigger, then a chain of steps you can branch, delay and loop, with a test run before it touches a real record. - AI assistant that builds workflows from plain language (starts on: Core and up). Type what you want the automation to do and Lia builds the trigger and the steps, then stays available to edit them. - Pre-built workflow templates (starts on: Core and up). A gallery of automations you can load into the builder and change, instead of starting from an empty screen. - Workflow run analytics & execution history (starts on: Core and up). Every run, step by step, with what succeeded, what was skipped and the exact error on anything that failed. - AI website builder & site templates (starts on: Core and up). Describe the site you want and Leaf360 builds it, using the brand you already set up in Brand Wiki. ### Reporting Where the month actually stands: six key numbers on the dashboard, a pipeline chart against your goals, a team leaderboard and referral partner analytics. More detail: https://www.leaf360.com/features/reporting Help center: https://help.leaf360.com/mortgage-crm/dashboard - Dashboard: key numbers, pipeline chart & forecast vs goals (starts on: Every plan). Six numbers for the range you pick, a pipeline chart and your forecast against your goals, each tile clicking through to the list behind it. - Team leaderboard (starts on: Core and up). Production across the team in one ranked view, from the same data the dashboard uses. - Partner performance analytics & tiers (starts on: Core and up). Which referral partners actually produce, with a conversion funnel from credited lead to closed loan and tiers built off it. - Call history & call analytics (starts on: Pro and up). Every call your company made or took, searchable, with the numbers behind them. ### Leaf360 TPO marketplace The wholesale lender marketplace, inside the CRM. Find a lender that can take the file, connect with the account executive, and ask Lia what the guidelines say. More detail: https://www.leaf360.com/features/wholesale Help center: https://help.leaf360.com/mortgage-crm/marketplace - Browse & connect with wholesale lenders (starts on: Every plan). Search the marketplace by product, state or name, then connect, which notifies the lender's account executive for real. - Lender guideline Q&A with cited sources (starts on: Every plan). Ask about a scenario and Lia answers from the guideline documents attached to your connected lenders, citing the source. - Request a lender that isn't listed yet (starts on: Every plan). If the lender you need is not in the marketplace, request it and a company admin decides. ### Portals Logins for the people who do not work at your company: referral partners get their own portal, and borrowers get a Credit Watch portal for their score. Help center: https://help.leaf360.com/portals/overview - Partner portal for agents, title & insurance (starts on: Core and up). Give a referral partner their own login, carrying your branding rather than ours, so they can see their referrals. - Credit Watch (starts on: Core and up). Soft-pull credit monitoring for your clients: a monthly credit score, alerts when something changes, and a portal where they can see it. Report credits are bought separately. ### Integrations Leaf360 connects to the systems you already run instead of asking you to abandon them, starting with your LOS. More detail: https://www.leaf360.com/integrations Help center: https://help.leaf360.com/integrations/overview - Loan origination: Encompass, Arive & LendingPad (starts on: Core and up). Two-way sync with the LOS, so loan status changes land in Leaf360 without anybody retyping them. - Follow Up Boss two-way sync (starts on: Core and up). Your agents stay in Follow Up Boss and you work in Leaf360, with both sides in sync. - HubSpot & Salesforce (starts on: Core and up). Keep the CRM your company already bought and connect it, or move across at your own pace. - Zoom, Google Meet & Microsoft Teams (starts on: Every plan). Meetings booked and joined from Leaf360, with the notetaker available on paid plans. - Calendly & Google Calendar (starts on: Every plan). Your booking links and your calendar, visible next to the pipeline instead of in another tab. - Gmail & Outlook (starts on: Every plan). Connect your own mailbox so email sends from your domain and threads land back on the record. - Google Drive, Docs & Sheets (starts on: Core and up). Pull documents and spreadsheets into workflows and records without downloading and reuploading them. - Slack notifications (starts on: Core and up). Send a workflow's alerts into the channel your team already watches. - Zapier & Typeform (starts on: Core and up). Connect the long tail: anything with a Zapier connector, plus Typeform submissions as leads. - Fello (starts on: Core and up). Push contacts to Fello for home-value nurture and bring the engagement back. - Custom integrations (starts on: Enterprise). Built with you when what you run is not on the list. ### Team, security & compliance Roles, routing and seat management for the team, and the outbound rules that keep calling and texting inside the law without anyone having to remember them. More detail: https://www.leaf360.com/features/compliance Help center: https://help.leaf360.com/mortgage-crm/compliance-settings - Advanced team management & roles (starts on: Core and up). Invite, edit and deactivate members, set roles and permissions, and see who holds which seat. - Lead & loan routing to teams (starts on: Core and up). Group people into teams and send unassigned leads, loans and contacts to the right person automatically. - Company-paid or self-paid seats (starts on: Core and up). An admin decides who the company pays for and who pays for their own seat, and can switch either way. - Calling hours enforced automatically, including stricter state windows (starts on: Pro and up). Leaf360 won't place a call outside your hours, and applies shorter windows in states that require them. - Do Not Call scrubbing against federal, state & your own list (starts on: Pro and up). Contacts are checked against the federal registry, state lists and your company's own list, on a schedule you set. - Text opt-in, opt-out & quiet hours handled for you (starts on: Pro and up). Double opt-in, STOP and HELP replies, opt-out wording and quiet hours, managed by Leaf360. - Call recording disclosure, with all-party consent states handled automatically (starts on: Pro and up). The disclosure plays before the call connects, and stricter wording swaps in when the caller's state requires everyone to consent. - Consent tracking for marketing outreach (starts on: Pro and up). Record and expire consent for marketing, and decide what happens when a contact's consent status is unclear. - Advanced security & admin controls (starts on: Enterprise). The admin depth an enterprise buyer's security review asks for. - Custom seats & volume pricing (starts on: Enterprise). Seat counts and pricing agreed with us rather than read off the pricing page. ### Support A help center with written guides and videos, group onboarding calls, and support by email and chat on every plan. Help center: https://help.leaf360.com/support/overview - Help center & how-to videos (starts on: Every plan). Written guides and videos for every screen, at help.leaf360.com, free to read before you sign up. - Group onboarding calls (starts on: Every plan). Live group sessions with the Leaf360 team to get you set up. - Email & chat support (starts on: Every plan). Reach a person by email or chat on every plan, including Free. - Priority support (starts on: Pro and up). Your ticket goes to the front of the queue. - Dedicated success manager (starts on: Enterprise). A named person at Leaf360 who knows your account. - Dedicated onboarding & migration (starts on: Enterprise). We do the move with you rather than handing you the importer and a help article. ### Features FAQ #### What does Leaf360 actually do? Leaf360 runs the parts of a mortgage business that live between the lead and the closing: three pipelines for leads, loans and referral partners, a unified inbox with email, calling and texting, marketing campaigns and automation, reporting on production and partners, the Leaf360 TPO wholesale marketplace, portals for partners and borrowers, integrations with your LOS, and the compliance rules that sit under outbound calling and texting. Lia, the agentic AI, is the thing you talk to across all of it. #### Which features are on the free plan? Free includes the three pipelines, custom fields, imports and exports, public lead forms, the unified inbox, unlimited email from your own connected Google or Outlook inbox, Ask Lia with 100 credits a month, all six of Lia's specialist modes, the email and SMS template builders, the mortgage rate dashboard, Brand Wiki, the dashboard, the full Leaf360 TPO marketplace, and the Leaf360 MCP server for a limited time. It holds 5,000 each of leads, loans and partners. #### What needs a paid plan? Core lifts the record limits and adds workflows and automation, the AI that builds them, SLA rules, partner outreach written by Lia, Deep Mode, the meeting notetaker, the team leaderboard, partner performance analytics, the partner portal, Credit Watch, the LOS integrations and team management. Pro adds the phone system: one line with unlimited calls and texts, call recording and transcripts, and the outbound compliance controls. The marketing add-ons for bulk campaigns, multi-channel sequences and SMS blasts are on Pro. #### Do I need Pro to call or text? Yes. Pro includes one phone line with unlimited calls and texts. Additional lines and SMS blasts are add-ons on Pro. Free and Core do not include the phone system. Email from your own connected inbox is unlimited on every plan, including Free. #### Does Leaf360 replace my LOS? No. Leaf360 connects to Encompass, Arive and LendingPad with two-way sync, so a status change in the LOS moves the loan in Leaf360 without anyone retyping it. The LOS stays where it is. #### Can I use Lia outside Leaf360? Yes. The Leaf360 MCP server connects Claude, ChatGPT, Cursor or any MCP client to your workspace. It is on every plan for a limited time. #### Is the wholesale marketplace a separate product? No. Leaf360 TPO is inside the CRM and included on every plan, including Free. You browse wholesale lenders, connect with their account executives, and ask Lia what their guidelines say about a scenario. Wholesale lenders themselves sign up on the lender side instead. ### Mortgage Pipeline: Leads, Loans and Partners Source: https://www.leaf360.com/features/pipeline Leads before they apply. Loans in process. The referral partners who send you both. Leaf360 keeps them separate because they move at different speeds and need different stages. #### What it is Most CRMs give you one pipeline and ask you to bend it. A pre-application lead, a loan sitting in underwriting and a real estate agent you have known for six years are not the same kind of record, and forcing them through the same stages is how a CRM starts lying to you. Leaf360 keeps three stage sets apart on purpose. Sales pipeline stages are for leads and prospects before an application. Loan pipeline stages map the statuses coming out of your LOS. Business partner stages track the relationship with an agent, a title rep or an insurance contact the way you would track a deal. Each set drives different screens and different automation. That separation is why a status change in Encompass can move a loan without touching a lead, and why a partner can sit at Top Partner while none of their referrals are in process. #### How it works, day to day The help center is blunt about the order: stages first, everything else after. Focus bars, mass actions, SLA rules and the stage picker on every record all read from that setup. 1. Set your stages first. Loan pipeline stages and statuses live in Settings under Loans, for administrators. Sales and business partner stages are set from Manage Pipelines on their own pipelines. Build them before you start working records, or you will be remapping things you have already touched. 2. Bring your database in. The importer is a four-step wizard: pick Leads or Partners, upload a CSV, map your columns, then review and import. It matches rows against what is already there and reports a Created count and an Updated count, so a re-import corrects records instead of doubling them. 3. Work the list, or work the board. Every pipeline shows as a sortable list or a board. Focus bars across the top filter to the group you care about right now, and Days in Current Status turns a stale file into something you can see rather than something you remember. 4. Act on hundreds at once. Select across a filtered list and reassign, retag, change a stage, archive or send in one action. Saved filters mean the list you built on Monday is still there on Friday. 5. Let the clock chase you. SLA rules put a timer on a new lead and raise a breach alert when it runs out. On paid plans, forwarded referral emails from a partner become leads on their own, so nothing gets copied out of an inbox by hand. #### What you get - Custom stages on all three pipelines (Every plan). Your stage names, your order, and for loans a map from LOS statuses onto the stages you actually think in. - Focus bars and saved filters (Every plan). Filter the pipeline down to the slice you are working, save it, and come back to it tomorrow. - Custom fields everywhere (Every plan). Add the fields your business runs on to leads, loans and partners. They show up in filters, imports and workflow conditions. - Four-step importer with an undo (Every plan). Map your columns, preview every row, then import. Import History can reverse a whole import and shows you what it will delete first. - Public lead forms (Every plan). Hosted or embedded in your own site, landing straight in the sales pipeline with the lead source already set. - SLA rules, timers and breach alerts (Core and up). Decide how fast a new lead has to be touched, and get told when it is not, rather than finding out at the end of the month. #### Why it matters for a loan officer The lead you lose is almost never the one you decided not to call. It is the one that fell out of view. A pre-approval that went quiet in April does not announce itself in May, and a single flat contact list will not surface it either. Three pipelines with real stages, a timer on the new ones and a filter you can save turn that from memory work into screen work. You open the list and the file that needs you is at the top of it. - A pre-approval sitting past your SLA raises a breach alert instead of aging quietly. - A loan moving to Clear to Close in the LOS moves in Leaf360 without anyone retyping it. - A referral partner who has not sent anything in ninety days shows up in a filter, not in a regret. - Bulk actions mean a stage cleanup is ten minutes, not an afternoon. ##### Why does Leaf360 keep leads, loans and partners in separate pipelines? Because they move differently. A lead has sales stages before an application, a loan carries a status that comes from your LOS, and a referral partner is a relationship you nurture over years. Each set drives different screens and different automation, so mixing them would break more than it would simplify. You set the three up separately: loan stages in Settings under Loans, sales and partner stages from Manage Pipelines on their own pipelines. ##### How do I move my old CRM database into Leaf360? Use the CSV importer in the header, the spreadsheet icon. It is a four-step wizard: choose Leads or Partners, upload a .csv, map your columns to Leaf360 fields (you can turn a column into a custom field on this step), then review every row and import. Leaf360 matches rows against existing records and reports both a Created and an Updated count. Loans use a separate importer, the upload icon next to it. Import History in Settings can reverse an import. ##### Can I customize the stages in the sales pipeline? Yes, from Manage Pipelines on the sales pipeline, on every plan including Free. Business partner stages work the same way. Loan pipeline stages are administrator-only and live in Settings under Loans, because a loan carries a status rather than a stage and that screen is the map from statuses onto stages. ##### What are SLA rules? An SLA rule puts a clock on a record: how quickly a new lead has to be contacted, for example. When the timer runs out, Leaf360 raises a breach alert rather than letting the lead age quietly. SLA rules read from your stage setup, which is one more reason to build stages first. They are available on Core and up. ##### Does the pipeline update when a loan moves in my LOS? Yes, on paid plans, once the LOS integration is connected. Encompass milestones, Arive and LendingPad statuses map onto your loan stages, so the pipeline in Leaf360 matches the file without anyone retyping a status. ### Mortgage CRM Inbox, Phone System and Texting Source: https://www.leaf360.com/features/communication Email from your own domain, calls and texts on a Leaf360 line, meetings from your calendar, and partner messages. All of it landing on the record of the person you were talking to. #### What it is A borrower emails you Monday, texts you Wednesday and calls you Friday. In a normal stack those three conversations live in three products, and the only place they meet is your head. Then you go on vacation and nobody else can pick the file up. Leaf360 puts them in one inbox, attached to the record. Email goes out from your own domain through your connected Google or Outlook account, which is unlimited on every plan including Free. Calls and texts run on a Leaf360 phone line, which is part of Pro. The phone system is not a dialer bolted on the side. It carries business hours, a ring strategy, voicemail, spam screening, number porting, recording with a spoken disclosure, and transcripts that come back as text on the record. #### How it works, day to day Two separate things, and it is worth knowing which is which: your inbox email, and the phone system. 1. Connect your mailbox. Link your Google or Outlook account and email sends from your own domain, so a borrower sees the address they already know. This is one-to-one email and it is unlimited on every plan, Free included. Bulk campaigns are a different thing and need the marketing add-ons on Pro. 2. Set up the phone system, once. Pro includes one line. Setup walks through choosing a number, optionally porting an existing one, payment, and the Trust Center registration carriers require before your number can send texts. That registration is the long step, so start it early. 3. Decide what happens on an incoming call. Business hours, ring strategy, voicemail and blocked callers are all in Phone System under Communications in Settings. Nothing on that screen saves itself, so click Save Changes when you are done. 4. Record, or do not, but say so. Recording Consent and Call Recording are two separate switches. The disclosure plays before the call connects, and Leaf360 swaps in stricter wording on its own when the caller's state requires all parties to consent. 5. Read the call instead of remembering it. Recorded calls come back as transcripts with the details pulled out, on the record. Meetings work the same way on paid plans: send the notetaker into a live meeting or pull in a Zoom recording, and read the summary and action items after. #### What you get - Unified inbox (Every plan). Email, calls, texts and partner messages in one thread per person, so anyone on your team can pick the file up. - Unlimited email from your own inbox (Every plan). Connected Gmail or Outlook, sending from your domain, with no monthly cap on any plan including Free. - Meeting scheduler (Every plan). Booking and upcoming meetings next to the inbox, connected to Zoom, Google Meet, Microsoft Teams, Calendly and Google Calendar. - A phone line with unlimited calls and texts (Pro and up). Pro includes one line. Extra lines and SMS blasts are add-ons on Pro. - Recording, disclosure and transcripts (Pro and up). A spoken disclosure before the call connects, stricter wording in all-party consent states, and the call back as searchable text. - Business hours, ring strategy and spam shield (Pro and up). When your numbers ring, in what order, what voicemail says, and which callers never get through. #### Why it matters for a loan officer The worst moment in a file is the one where a borrower repeats something they already told you. It costs you nothing in money and everything in trust, and it happens because the last conversation was in a different app. One thread fixes that, and it also fixes the handoff. When your processor opens the record they see the same email, the same text and the same call you do, so nobody has to ask the borrower again. - A borrower's email, text and call sit in one place, so the answer is always in front of whoever is looking. - Email leaves from your own domain, not from a marketing sender the borrower does not recognize. - The recording disclosure and the all-party consent wording are handled without you thinking about them. - A transcript means you can be on the call instead of typing during it. ##### Do I need Pro to send email from Leaf360? No. Email from your own connected Google or Outlook inbox is unlimited on every plan, including Free, and it sends from your own domain. What needs Pro is the phone system, and what needs the Email Marketing or Multi-Channel add-on on Pro is bulk campaigns and the emails a workflow sends on its own. ##### What is the difference between inbox email and marketing email? Inbox email is one-to-one: you writing to a person from your connected mailbox. It is unlimited on every plan. Marketing email is bulk sends and the emails a workflow sends automatically. Those go through the Email Marketing or Multi-Channel add-on, and both add-ons are on Pro. ##### Can I keep my existing phone number? Yes. Number porting is part of the phone system on Pro. You will need the numbers you want to move, your current carrier plus the account number and PIN, the authorized name and billing address, and a recent phone bill as a PDF, PNG or JPG. After you submit, the team follows up within one to two business days. ##### Are calls recorded, and does the other party get told? Those are two separate switches in Phone System settings, and the screen says so directly: calls are still recorded when the disclosure is off. When the disclosure is on, Leaf360 reads it to the caller before connecting, and swaps in stronger all-party consent wording on its own when the caller's state requires it. If you do not want calls recorded, turn Call Recording off rather than turning the disclosure off. ##### Why can I not text yet after buying a line? United States carriers require a 10DLC business registration in the Trust Center before your numbers can send texts. It is the longest step in phone setup and it is a carrier requirement, not a Leaf360 one. Calls and texts are not fully working until both the number and that registration are done. ### Mortgage Marketing Automation and Workflow Builder Source: https://www.leaf360.com/features/marketing-automation A full workflow builder with triggers, branching, delays and a test run, and an AI that builds the whole thing from one sentence so you never have to open it unless you want to. #### What it is Every mortgage CRM sold in the last decade hands you an automation builder: a canvas, a list of triggers, and the quiet assumption that you will spend a Saturday designing the flow. Most loan officers never do, which is why most CRMs contain three workflows and a lot of good intentions. Leaf360 has the builder. One trigger, then a chain of steps you can branch with If/Else or a Router, delay until a date or a condition, and loop back with a ceiling on the iterations. Connectors for Slack, Google, Microsoft, Zoom, HubSpot, Salesforce, Typeform and Zapier sit in the same step list as Send Email and Create Task. The difference is that you do not have to start there. A blank workflow opens with a prompt box. Type what you want it to do, and Lia builds the trigger and the steps, showing progress as she goes and a summary when she is done. She stays available afterwards to add a step, explain one, or fix it. #### How it works, day to day The order most people actually use: say it, look at it, test it, then turn it on. 1. Say what you want. A new workflow opens with a prompt box instead of an empty grid. "When a new lead comes in, send an email and assign a task" is a complete instruction. Lia builds the trigger and the steps and summarizes what she built. 2. Or build it yourself. Drag steps from the sidebar. A workflow needs exactly one trigger, and once it is set Leaf360 only offers actions that make sense for that record type, so a loan workflow will not offer you a lead-only action. 3. Branch, delay and loop. If/Else splits on one condition, Router splits into as many named branches as you need with an optional default. Delay waits a fixed time, until a date on the record, or until a condition becomes true. Loop jumps back, and the builder draws a box around what repeats. 4. Test before it touches anybody. Test run has two modes. Sample Data never touches a real record and never sends anything. Real Record defaults to a dry run against real data with nothing actually sending. Live run is a separate, clearly marked choice with a second confirmation. 5. Watch it run. Execution History lists every run with its status, how long it took, and which steps succeeded, failed or were skipped, with the specific error on any failure. A run paused waiting on an outside system can be resumed from there. #### What you get - Lia builds the workflow (Core and up). Plain language in, a working trigger and steps out, with the assistant still available to edit what she built. - Triggers, branching, delays and loops (Core and up). Lead, contact, loan, tag, task, meeting, webhook, schedule and email-parser triggers, with If/Else, Router, Delay and Loop between the steps. - Pre-built templates (Core and up). A gallery you can load into the builder and change, so you are editing rather than starting cold. - Email and SMS template libraries (Every plan for email templates). A block editor, folders, merge fields and test sends. Describe the message and Lia writes it, on brand from your Brand Wiki. - Bulk and scheduled campaigns (Pro add-on). Send or schedule from the pipeline screens, with delivery, opens, clicks and bounces reported per campaign and per recipient. Unsubscribed recipients are skipped before the send goes out. - AI website builder (Core and up). Describe the site and Leaf360 builds it from the brand you already set up, so the lead form has somewhere to live. #### Why it matters for a loan officer Nobody stops following up because they decided to. They stop because the follow-up was a Saturday project and Saturday got used. The automation you never built is the most expensive thing in your stack. Moving the build step from a canvas to a sentence is the whole point. If describing the campaign is the same amount of work as asking your assistant to run it, it actually gets done, and the dry run means the first thing you send is not an apology. - The campaign gets built on the day you think of it, not on the weekend you were going to set aside. - A dry run against a real record shows you exactly what would have sent, without sending it. - Unsubscribed contacts are skipped before a bulk send, and they are not counted as failures. - Execution History tells you which step failed and why, instead of leaving you to guess why a client never heard from you. ##### Do I have to build workflows myself? No. A blank workflow opens with a prompt box. Describe what you want in a sentence, for example when a new lead comes in send an email and assign a task, and Lia builds the trigger and the steps, then summarizes what she built. The builder is still there underneath if you want to see and edit every step, and the assistant stays available to add a step, explain one, or fix something. ##### Can I test a workflow before it sends anything to a client? Yes, and it is the default. Test run offers Sample Data, which never touches a real record and never sends anything, and Real Record, which defaults to a dry run: the workflow simulates against that record's real data and no email, SMS, task or field update actually happens. Live run is a separate choice shown in red with a second confirmation before anything sends. ##### What plan do I need for automation? The workflow builder, the AI that builds workflows from plain language, pre-built templates and workflow run analytics are on Core and up. Bulk and scheduled email campaigns and multi-channel email plus SMS sequences go through the Email Marketing or Multi-Channel add-on, and both add-ons are on Pro. The email template library, merge fields and test sends are on every plan. ##### What happens when a step in a live workflow fails? An action step that fails, for example a bad phone number, is marked failed and the workflow moves to the next step rather than retrying. A step that cannot run at all, usually a missing phone or email, is marked skipped and the run continues. A branching, delay or data step that fails stops the run, because Leaf360 cannot know which path to take. Every outcome shows in Execution History with the specific error. ##### Are unsubscribed contacts protected from bulk sends? Yes. Before a bulk send goes out, Leaf360 checks every recipient against your company's email opt-out list and skips anyone who unsubscribed. They are not counted as failures, and the results screen tells you how many were skipped and why. That check covers bulk sends and email steps inside workflows. ### Wholesale Lender Marketplace in the Mortgage CRM Source: https://www.leaf360.com/features/wholesale Leaf360 TPO is the wholesale lender marketplace built into the CRM. Search lenders, connect with the account executive, and ask Lia what their guidelines say about the scenario in front of you. #### What it is A broker's hardest question is not who the borrower is. It is which lender will take this file, at what price, in what timeframe. The usual answer lives in a spreadsheet, three email threads and whatever an account executive said on a call in March. Leaf360 TPO puts that in the product. It combines two lists into one view: every lender your company is already connected to, and the shared directory every Leaf360 company can see. A lender only ever shows up once. Scenarios is the front door. You describe the borrower and the loan the way you would to a colleague, and Lia searches the marketplace, including the guideline documents attached to your connected lenders, and comes back with specifics and the source behind them. #### How it works, day to day This page covers the marketplace as a loan officer uses it inside the CRM. The broker-facing product, applications, approvals and renewals, has its own page at /wholesale. 1. Ask the scenario first. Open Scenarios and describe the file: loan type, the borrower's numbers, and what is unusual about it. Lia answers from the guideline documents and lender fields she can see. Voice mode works the same way if you would rather talk. 2. Browse when you would rather look. All Lenders opens the marketplace. Grid or list, filtered by product category, searchable by name, description, tagline or the account executive's name and email, sortable by rating or newest. 3. Read the profile before you call. A lender profile carries min FICO, max LTV and max DTI, min and max loan size, turn times for initial underwriting, conditions, clear to close and funding, states covered, and the AE on file. 4. Connect, and they hear about it. Connect does more than add a lender to your list. Leaf360 notifies the account executive by email, or invites them if they have never used Leaf360. If a lender has no AE on file you supply the name and email first. 5. Request what is missing. If the lender you need is not there, Add Lender, or Request Lender if you are not a company admin, sends it to an admin to approve. #### What you get - Scenario matching with cited sources (Every plan). Describe a loan and get back which of your connected lenders can take it, with the guideline the answer came from. - The lender marketplace (Every plan). Your connected lenders and the shared directory in one list, filtered by product category and searchable by AE. - Guidelines at a glance (Every plan). Min FICO, max LTV, max DTI, loan size limits, states covered and turn times through funding, on the profile. - Connections the lender actually sees (Every plan). Connect notifies the account executive for real, so the relationship starts rather than sitting in your list. - Voice mode (Every plan). Talk the scenario through instead of typing it, with Lia answering out loud. - Request a lender that is not listed (Every plan). Ask for a lender the marketplace does not have yet, and a company admin decides. #### Why it matters for a loan officer A broker's edge has always been optionality: more lenders means more files that close. The cost of that edge is that nobody can hold thirty lender matrices in their head, so in practice most brokers run four lenders and send the awkward files nowhere. Putting the marketplace next to the pipeline changes the economics of the awkward file. The question is a sentence, the answer cites its source, and the lender that can take it is one click from an introduction. - The scenario question gets asked at the moment you have the file open, not the evening you get around to it. - Answers cite the guideline document they came from, so you can check before you promise anything. - Turn times sit next to the guidelines, which is what matters when a contract has a date on it. - Leaf360 TPO is included on every plan, including Free, at no extra cost. ##### Is Leaf360 TPO a separate subscription? No. The Leaf360 TPO marketplace is inside the Mortgage CRM and included on every plan, including Free. Browse and connect with wholesale lenders, ask Lia about their guidelines, and request a lender that is not listed yet, all on the free plan. Wholesale lenders themselves sign up on the lender side, where profiles are free. ##### How does Lia know what a lender's guidelines say? She reads the guideline documents and lender-entered fields attached to the lenders your company is connected to, and cites the source in the answer. That also means she only knows what is there. If a lender you work with should take a scenario and Lia says otherwise, check that their guideline documents are current, or ask the lender directly. Treat every answer as a starting point on a live file. ##### What happens when I click Connect on a lender? Leaf360 finds that lender's account executive, either the one on file or one you supply, and sends them a real notification by email. If the AE has never used Leaf360 they get an invite to activate an account instead. Either way the lender finds out, and there is no undo, so connect when you mean it. ##### How is this different from the /wholesale page? This page is the marketplace as a loan officer uses it inside the CRM: finding a lender for the file in front of you and asking about guidelines. Leaf360 TPO for brokers, at /wholesale, is the broker-facing product: applying to lenders once, tracking approvals, managing documents and handling renewals. Same product family, different job. ##### Can I trust the FICO and LTV numbers on a lender profile? Treat them as a shortlist, not a commitment. Those fields are typed in by whoever added or last edited the lender, they are not pulled live. Confirm anything that affects a live file with the lender's account executive before you rely on it. ### Mortgage CRM Compliance: DNC, TCPA and Recording Source: https://www.leaf360.com/features/compliance Calling hours with stricter state windows applied automatically, Do Not Call scrubbing, text opt-in and opt-out handled for you, recording disclosures that change wording by state, and the team controls around all of it. #### What it is Compliance in most mortgage stacks is a policy document and a person who remembers. That works right up until the day it does not, and the day it does not is expensive. Leaf360 puts the rules in the system that places the call and sends the text. Outbound Compliance in Settings holds six tabs: Calling Hours, DNC, SMS, Recording, Consent and Campaign. They save together, and the first time anyone at your company opens the screen Leaf360 fills in sensible defaults so there is nothing to build from scratch. Some of it is not adjustable on purpose. Leaf360 applies its own shorter calling windows in the states that require them no matter what your default hours say, and swaps in all-party consent recording wording when it can tell the caller's state requires it. That table is not editable, which is the point. #### How it works, day to day Set it once with an admin, then let it run. The controls live in Settings under Security and Compliance, and only admins, owners and the compliance role can see them. 1. Set your calling window. A default start and end time, 8 AM to 9 PM out of the box. Nothing here lets you set hours by state, because Leaf360 applies its own shorter windows for the states that require them regardless of what you set. 2. Turn on the Do Not Call checks. Federal, state and your own internal list, each a separate switch, with a scrub frequency in days and an option to add a contact to your internal list automatically when they ask to be removed. Federal is on by default. 3. Decide how texting behaves. Double opt-in holds a new marketing subscriber as pending until they reply YES. HELP and STOP replies are wired to your live number. Quiet hours and a per-contact daily message cap sit on the same tab. 4. Handle the recording disclosure. Set the disclosure wording and whether it plays automatically. When Leaf360 can tell the caller is in an all-party consent state, it swaps in stricter wording instead of yours. 5. Track consent, and route the work. Require express written consent for marketing, expire consent records after a number of days, and decide what happens when consent is ambiguous. On the team side, roles, lead and loan routing, and company-paid or self-paid seats are managed the same way. #### What you get - Calling hours, including stricter state windows (Pro and up). Leaf360 will not place a call outside your hours, and applies shorter windows in the states that require them. That table is not editable. - Do Not Call scrubbing (Pro and up). Federal registry, state lists and your own internal list, on a re-check schedule you set, with automatic add on request. - Text opt-in, opt-out and quiet hours (Pro and up). Double opt-in held until the contact replies YES, live HELP and STOP replies, opt-out wording appended to automated sends, quiet hours and a daily cap. - Recording disclosure by state (Pro and up). Your wording by default, stricter all-party consent wording swapped in automatically when the caller's state requires it. - Consent tracking (Pro and up). Express written consent for marketing, consent expiry in days, a rule for ambiguous consent, and third-party lead consent. - Team roles, routing and seats (Core and up). Invite, edit and deactivate members, set roles and permissions, route unassigned records to the right person, and choose company-paid or self-paid seats. #### Why it matters for a loan officer You are not going to read a state-by-state calling-hours table before you dial. Nobody does. The honest options are a system that knows it for you, or a policy you are quietly out of compliance with. There is a second reason, less discussed. Compliance you have to remember is compliance you cannot delegate. Once the rules live in the system, an assistant or a new hire can work your pipeline without you standing over them. - A call outside the window does not get placed, including in the states with shorter windows. - A contact who texts STOP is opted out and told, without anyone watching the inbox. - The recording disclosure changes wording by state on its own, so a two-party state is not a mistake waiting to happen. - Scrubbing runs on a schedule instead of on somebody's memory. ##### Does Leaf360 handle TCPA calling hours by state? Yes, and you cannot switch it off. You set a default start and end time, 8 AM to 9 PM out of the box, and Leaf360 applies its own shorter calling windows for the handful of states that require them regardless of what you set. There is no per-state table for you to configure or get wrong. ##### How does Do Not Call scrubbing work? Three separate switches: the federal registry, state lists and your company's own internal list. You set how many days pass between re-checks, and whether a contact who asks to be removed is added to your internal list automatically. Federal scrubbing is on by default, and it also decides whether your company is included in Leaf360's nightly check of how stale your federal scrub is. ##### What happens when a contact texts STOP? They receive your Opt-Out Confirmation message and are opted out. HELP returns your Help Response. Both are wired to your live SMS number. Separately, Include Opt-Out Instructions appends opt-out wording to texts a workflow sends automatically; a text you type by hand never picks up the suffix. ##### Which compliance features need Pro? The outbound compliance controls sit with the phone system, so calling hours enforcement, Do Not Call scrubbing, text opt-in and opt-out handling, the recording disclosure and consent tracking are Pro and up. Team management, roles, lead and loan routing and company-paid seats are on Core and up. Advanced security and admin controls are Enterprise. ##### Who at my company can change compliance settings? Only company admins, owners and anyone carrying the compliance role sees Outbound Compliance in Settings. Everyone else's Security and Compliance menu skips past it. Leaf360 also re-checks your permission at the moment you save, separately from what let the screen open, so a save can be refused if your permission level changed while the page was open. ### Mortgage CRM Reporting and Partner Analytics Source: https://www.leaf360.com/features/reporting Six key numbers on the dashboard, a pipeline chart against your goals, a team leaderboard, and referral partner analytics that tell you which relationships actually produce. #### What it is Reporting in a mortgage CRM usually means an export, a spreadsheet and an hour on a Sunday. By the time the numbers are clean the month is over and the answer is a post mortem. The Leaf360 dashboard answers one question: how is the period going. Six key numbers, a pipeline chart, your forecast against your goals, your referral partners and the team leaderboard, all scoped to one date range you pick at the top. Most tiles click through to the list they were counted from, so a number is never a dead end. Partner Performance is the deeper one. It is built on every lead in your company that credits a business contact as the referring partner, and it ranks partners, shows the conversion funnel from credited lead to closed loan, and groups production by partner type. #### How it works, day to day Pick a range, read the six numbers, then click into whatever looks wrong. 1. Pick your range. Today through year to date, or a custom range on a two-month calendar. It opens on year to date. A few tiles rename themselves to match, so Leads YTD becomes Leads MTD. 2. Read the six numbers. Leads, applications, processing and the rest, each with the change from the last period on the second line. Click a tile to open the list behind it, already filtered. 3. Check the forecast against the goals. The pipeline chart and your forecast against your goals sit on the same screen, so the gap is visible while there is still month left to close it. 4. Rank your partners. Partner Performance shows active partners, credited referrals, closed loans and closed volume, then a four-box conversion funnel from leads to prequalified to loans created to closed. Note that only the Performance Trends chart follows the time picker; the cards and the funnel are all-time. 5. Look at the calls. Call history and call analytics cover every call your company made or took on the Pro phone system, searchable, next to the rest of the reporting. #### What you get - Dashboard with six key numbers (Every plan). Scoped to the range you pick, with the change from the previous period, each tile clicking through to the list it counted. - Pipeline chart and forecast against goals (Every plan). Where production stands against what you said you would do, while the month is still open. - Partner performance and tiers (Core and up). Active partners, credited referrals, closed loans, closed volume, a conversion funnel, top referrers and performance by partner type. - Team leaderboard (Core and up). Production across the team in one ranked view, from the same data the dashboard uses. - Call history and call analytics (Pro and up). Every call your company made or took on the phone system, searchable, with the numbers behind them. - Workflow run analytics (Core and up). How your automations are actually performing, run by run, step by step, with the error on any failure. #### Why it matters for a loan officer Most loan officers can name their top three referral partners and are wrong about at least one of them. Recency and personality do the ranking, because nothing else is measuring it. A conversion funnel from credited lead to closed loan settles that argument with numbers. It tells you which agent sends volume, which one sends volume that closes, and which lunch you have been buying for two years without a file to show for it. - You see the gap to goal while there is still month left to close it. - Partner rankings come from closed loans, not from who called you most recently. - Every tile clicks through to the list it counted, so a number turns into a work queue. - Nobody has to export anything to answer how the month is going. ##### What is on the Leaf360 dashboard? Six key numbers for the date range you pick, including leads, applications and loans in processing, each with the change from the previous period and each clicking through to the list behind it. Alongside them sit the pipeline chart, your forecast against your goals, AI Coach, your referral partners and, on paid plans, the team leaderboard. The range picker runs from today through year to date, plus a custom range. ##### How does partner performance decide who my best partners are? It counts every lead in your company that names a business contact as the referring partner. A loan counts as closed when its status is Funded, Closed, Loan Finalized or Broker Check Received. From there it shows active partners, credited referrals, closed loans and closed volume, plus a conversion funnel from leads to prequalified to loans created to closed. Active Partners means partners with at least one credited lead, which is not the same as the Active Partner contact stage. ##### Why do two people on my team see different partner numbers? Unless you are an administrator, the data narrows to partners you are attached to: contacts where you are the assigned loan officer, another loan officer, a collaborator, the account executive, or the person who created the record. Two people on the same team can see different numbers and both be right. ##### Which reporting needs a paid plan? The dashboard with the six key numbers, the pipeline chart and the forecast against goals is on every plan, including Free. The team leaderboard and partner performance analytics with tiers are on Core and up. Call history and call analytics come with the phone system on Pro and up. ##### Does the time period control the whole partner performance screen? No, and this catches people out. The time period selector only affects the Performance Trends chart. The four cards, the conversion funnel, Top Referrers, Partner Tiers, Performance by Partner Type and All Top Performers are all-time numbers and do not move when you change it. ## The Leaf360 MCP server Source: https://www.leaf360.com/mcp The Leaf360 MCP server connects Claude, ChatGPT, Cursor, Gemini CLI or any client that speaks the Model Context Protocol to your Leaf360 workspace. Same agent, same data, a different screen. It is on every plan, including Free, for a limited time. The Model Context Protocol is an open standard for connecting an AI assistant to a system it does not own. An MCP server exposes what a product can do, and any MCP client can then use it, with the user's permission. The Leaf360 MCP server is our side of that. Point Claude, ChatGPT, Cursor or anything else that speaks MCP at your Leaf360 workspace and you can work on your own leads, loans, partners, tasks, templates and automations from inside that assistant, without copying anything between windows. This is the shape of the whole company in one feature. Foundation models are general intelligence. Leaf360 is the mortgage layer that turns it into pipeline work. They are complements, and an open protocol is how you prove that rather than just say it. ### What people use it for - Clean up and import your data (Every plan). Point your assistant at the export from your old CRM. It reads the mess, works out what maps to what, and gets the file into shape before it ever reaches the importer. This is the job people ask for most. - Set Leaf360 up for yourself or your team (Every plan). Stages, pipelines, custom fields, lead sources, team structure. Describe how your business actually runs and have it built, instead of clicking through settings screens one at a time. - Build automations (Core and up). Design and create workflows from the assistant you already have open. Workflows themselves are a Core and Pro feature, so this one follows your plan. - Design email templates anywhere (Every plan). Draft a template in Claude Design, GPT or Claude and drop it straight into Leaf360. Ask for the merge variable list first, or the copy will not merge correctly. - Ask about your own pipeline (Every plan). Your leads, your loans, your partners and your tasks, answered inside the assistant you were already working in, without another tab. - Bring it into your own tooling (Every plan). Any MCP client works, present or future. If your team already lives in one, Leaf360 shows up there rather than asking everyone to move. ### Which clients connect - Claude: Desktop, web and Claude Code. - ChatGPT: Through its connector support for MCP. - Cursor: For anyone building alongside their pipeline. - Gemini CLI: Google's command-line agent documents MCP server support. Gemini CLI specifically, not every Gemini app. - Any MCP client: The protocol is open. If it speaks MCP and supports the transport and authentication, it can connect. ### Connect in a few minutes One address, no key. Pick your assistant, paste the address where it asks for a server, and sign in with your own Leaf360 login when the browser opens. The assistant then works your workspace with the same permissions you have. Server address: https://mcp.leaf360.com/mcp (streamable HTTP; sign in with your own Leaf360 login when the assistant asks; no key). Clients with setup steps on the page: Claude, ChatGPT, Claude Code, Cursor, Gemini CLI, Codex CLI, Another MCP client. First prompt to check the connection: Using the connected Leaf360 tools, confirm which workspace I am connected to and list the tasks you can help me with. Start with read-only checks. Do not send messages or create, edit or delete records. If you are not connected, tell me which setup step is missing instead of guessing. The help center carries the same steps, and support will walk you through it if a client will not complete the sign-in. https://help.leaf360.com/mortgage-crm/mcp-server ### MCP FAQ #### What is the Leaf360 MCP server? It is a Model Context Protocol server that connects an AI assistant to your Leaf360 workspace. MCP is an open standard for letting an assistant work with a system it does not own. With it connected, Claude, ChatGPT, Cursor or any other MCP client can work on your leads, loans, partners, templates and automations directly, with your permission, instead of you copying things between windows. #### Which clients can connect? Claude, ChatGPT, Cursor, Gemini CLI, and any other client that speaks the Model Context Protocol. The protocol is open, so this is not a fixed list. If a client supports MCP, it can connect to Leaf360. Gemini CLI is the Gemini client with documented MCP support; that does not extend to every Gemini app. #### What do people actually use it for? Four things, most often. Cleaning up an old CRM export and importing it into Leaf360. Setting Leaf360 up for yourself, your team or your company. Building automations, if you are on Core or Pro. And designing email templates in Claude Design, GPT or Claude and dropping them straight into Leaf360. #### Which plans include the MCP server? Every plan, including Free, for a limited time. Individual capabilities still follow your plan: workflows are a Core and Pro feature, so building automations through MCP needs Core or Pro. #### Does this mean Leaf360 competes with Claude and ChatGPT? No, the opposite. Foundation models provide general intelligence. Leaf360 is the mortgage-specific layer: your pipeline, your connected lenders' guidelines, your compliance rules and your brand. A foundation model can write a follow-up email. It cannot pull the file, check the conditions and queue the outreach through your compliance rules. The MCP server is how the two work together. #### How do I connect it? Paste https://mcp.leaf360.com/mcp where your assistant asks for a server address, then sign in with your Leaf360 login when the browser opens. There is no key. The section above has the exact clicks for Claude, ChatGPT, Claude Code, Cursor, Gemini CLI and Codex, and the help center carries the same steps. #### Is the MCP server the same thing as an integration? It is related but different. An integration connects Leaf360 to another system, for example a two-way sync with Encompass or Follow Up Boss. The MCP server connects an AI assistant to Leaf360, so the assistant can do the work. Leaf360 has both, and they are listed together on the integrations page. ## Integrations Source: https://www.leaf360.com/integrations. Leaf360 is an open platform. Tools connect one of three ways: a ready-to-connect card in Settings, a step in the workflow builder (with the open API's HTTP request steps and webhook triggers), or the Leaf360 MCP server, which connects Claude, ChatGPT, Cursor, Gemini CLI or any MCP-capable assistant to your workspace. Each entry below says how it connects. - Encompass (Loan origination; Ready to connect): Loans come across into Leaf360 and Encompass milestones map to the loan statuses your pipelines already use. https://www.leaf360.com/integrations/encompass - Arive (Loan origination; Ready to connect): Connect once and your Arive loans show up here, with statuses kept in step both ways. https://www.leaf360.com/integrations/arive - LendingPad (Loan origination; Ready to connect): Loan origination connection with its own detail page. https://www.leaf360.com/integrations/lendingpad - Lodasoft (Loan origination; Ready to connect): Loan origination connection with its own detail page. https://www.leaf360.com/integrations/lodasoft - Calyx (Loan origination; Ready to connect): Loan origination connection with its own detail page. https://www.leaf360.com/integrations/calyx - Byte (Loan origination; Ready to connect): Loan origination connection with its own detail page. https://www.leaf360.com/integrations/byte - Doma (Loan origination; Ready to connect): Listed under loan origination with its own detail page. https://www.leaf360.com/integrations/doma - Follow Up Boss (CRM and marketing; Ready to connect, Workflow step): Detail page for the connection, plus a Follow Up Boss step in the workflow builder that creates or updates a person, adds a note or creates a task. https://www.leaf360.com/integrations/follow-up-boss - Fello (CRM and marketing; Ready to connect, Workflow step): A card in Settings for homeowner enrichment, lead scoring and engagement tracking, plus a Push to Fello step in the workflow builder that sends a record over when a trigger fires. https://help.leaf360.com/mortgage-crm/workflow-builder - Homebot (CRM and marketing; Ready to connect): Homeowner digest provisioning and report access for funded borrowers, from a card in Settings. https://help.leaf360.com/mortgage-crm/integration-settings - Bonzo CRM (CRM and marketing; Ready to connect): Sales engagement CRM with prospect sync, pipelines and event hooks, from a card in Settings. https://help.leaf360.com/mortgage-crm/integration-settings - Lofty CRM (CRM and marketing; Ready to connect): Real estate agent CRM with lead sync, webhooks and agent collaboration, from a card in Settings. https://help.leaf360.com/mortgage-crm/integration-settings - HubSpot (CRM and marketing; Ready to connect, Workflow step): Detail page for the connection, and a HubSpot connector in the workflow builder. https://www.leaf360.com/integrations/hubspot - Salesforce (CRM and marketing; Ready to connect, Workflow step): Detail page for the connection, and a Salesforce connector in the workflow builder. https://www.leaf360.com/integrations/salesforce - Go High Level (CRM and marketing; Ready to connect, Open API): A full two-way sync through the GoHighLevel API, so a change on either side shows up on the other. https://www.leaf360.com/integrations/go-high-level - Pipedrive (CRM and marketing; Ready to connect): CRM connection with its own detail page. https://www.leaf360.com/integrations/pipedrive - Zoho CRM (CRM and marketing; Ready to connect): CRM connection with its own detail page. https://www.leaf360.com/integrations/zoho-crm - LendingTree (Lead providers; Webhook): LendingTree leads arrive in your pipeline through an authenticated webhook, with long-form and short-form templates. https://help.leaf360.com/integrations/connecting-lendingtree - Banking Bridge (Lead providers; Ready to connect): Rate-quote lead capture and loan officer assignment, via Zapier, from a card in Settings. https://help.leaf360.com/mortgage-crm/integration-settings - Typeform (Lead providers; Workflow step): A Typeform connector in the workflow builder; the field mapping is set up when you authorize the account. https://help.leaf360.com/mortgage-crm/workflow-builder - Zillow (Lead providers; ): Zillow leads land in your Leaf360 pipeline, so Lia can start working them with everything else. https://www.leaf360.com/support - Realtor.com (Lead providers; ): Realtor.com leads land in your Leaf360 pipeline, next to the rest of your book. https://www.leaf360.com/support - DOMO (Data and reporting; Ready to connect): Pull loans from your DOMO dataset into leads and loans, with hourly change polling, from a card in Settings. Not the same product as Doma. https://help.leaf360.com/mortgage-crm/integration-settings - RETR (Data and reporting; ): Mortgage market intelligence that tells you which real estate agents and past borrowers to call next. https://www.retr.app - My Credit Guy (Credit; ): Credit repair for the borrower who isn't ready yet, from a free credit review to a plan, so the deal you couldn't do today isn't gone for good. https://mycreditguy.com - Google Workspace (Email, calendar and meetings; Connected inbox, Workflow step): Connect your Google account for unlimited one-to-one email from your own address, your calendar in the inbox view, and Gmail, Google Calendar, Meet, Drive, Docs and Sheets as workflow connectors. https://www.leaf360.com/integrations/google-workspace - Outlook (Email, calendar and meetings; Connected inbox, Workflow step): Connect your Outlook account for unlimited one-to-one email from your own address, plus an Outlook connector in the workflow builder. https://help.leaf360.com/get-started/plans-and-billing - Microsoft Teams (Email, calendar and meetings; Ready to connect, Workflow step): Detail page for the connection, and a Microsoft Teams connector in the workflow builder. https://www.leaf360.com/integrations/microsoft-teams - Zoom (Email, calendar and meetings; Ready to connect, Workflow step): Connect your own Zoom account: meetings, webinars, recordings and transcripts attach to the right records, and there is a Zoom connector in the workflow builder. Webinars depend on your Zoom plan. https://help.leaf360.com/integrations/zoom - Calendly (Email, calendar and meetings; Ready to connect): Connect your own Calendly account and a booking turns into a lead, or attaches to the person already in your database. https://www.leaf360.com/integrations/calendly - SendGrid (Email, calendar and meetings; Ready to connect): Email delivery connection with its own detail page. https://www.leaf360.com/integrations/sendgrid - DocuSign (Documents and files; Ready to connect): Send and track documents without leaving the file. https://www.leaf360.com/integrations/docusign - Zapier (Workflow and automation; Ready to connect, Workflow step): Detail page for the connection, and a Zapier connector in the workflow builder, so a Zap can start from Leaf360 or push into it. https://www.leaf360.com/integrations/zapier - Make (Workflow and automation; Ready to connect): Automation platform connection with its own detail page. https://www.leaf360.com/integrations/make - N8N (Workflow and automation; Ready to connect): Automation platform connection with its own detail page. https://www.leaf360.com/integrations/n8n - Slack (Workflow and automation; Workflow step): A Slack connector in the workflow builder; what it can post depends on the actions available and the workspace you authorize. https://help.leaf360.com/mortgage-crm/workflow-builder - Claude (AI assistants; AI assistant): Work your Leaf360 workspace from Claude on desktop, web or Claude Code through the Leaf360 MCP server. https://www.leaf360.com/mcp - ChatGPT (AI assistants; AI assistant): Work your Leaf360 workspace from ChatGPT through its connector support for MCP. https://www.leaf360.com/mcp - Cursor (AI assistants; AI assistant): For anyone building alongside their pipeline: Cursor connects to the Leaf360 MCP server like any other client. https://www.leaf360.com/mcp - Gemini CLI (AI assistants; AI assistant): Google's command-line agent documents MCP server support, so it can connect the same way. Gemini CLI specifically, not every Gemini app. https://www.leaf360.com/mcp - Any MCP client (AI assistants; AI assistant): MCP is an open standard. If a client speaks it and supports the transport and authentication, it can connect. https://www.leaf360.com/mcp - HTTP request step (Open API; Open API): A workflow step that calls any web service with GET, POST, PUT or PATCH, your headers and your body. A second form waits for the callback before the workflow moves on. https://help.leaf360.com/mortgage-crm/workflow-builder - Webhook trigger (Open API; Open API, Webhook): Start a workflow from any system that can post to a URL. The endpoint can require an API key or a signed request. https://help.leaf360.com/mortgage-crm/workflow-builder ## Comparisons Source: https://www.leaf360.com/compare. Every comparison includes when the other product is the better choice. ### Why I built an operating system instead of a better CRM By Christian Mourra, founder of Leaf360, still originating. I ran my mortgage business across seven tools and a spreadsheet. Every CRM I tried was a database that waited for me to do the work: enter the lead, remember the follow-up, notice the file changed in the LOS, keep the compliance rules in my head. The tools got better every year and my Sunday nights did not. So here is what I believe, and what every comparison on this site is judged against. - The CRM era is over. A CRM is a place to put people. It does not call them, write to them, or know when the loan moved. Total Expert now says the same thing to banks. We say it to the loan officer. - The system should do the work. You tell Lia what you need in plain language. She builds the campaign, the workflow, the partner note, and waits for your approval where it matters. Agentic, not automated. - One system beats seven. Pipeline, partners, follow-up, calling, compliance and wholesale in one place, so nothing falls between tools. - Open beats walled. Leaf360 connects to 21 systems, and Lia works inside Claude and ChatGPT through our MCP server. We do not have an LOS to protect. - You should not need a sales call to find out. Free plan, no card, published pricing, no setup fee. If a competitor is the better choice for you, the page says so. Leaf360 pricing, for reference on every comparison: - Free: $0. 5,000 each of leads, loans and partners, unlimited email from your inbox, 100 Ask Lia credits a month, full Leaf360 TPO marketplace. - Core: $59 per user per month. Unlimited records and Ask Lia credits, automations and workflows, reports and partner performance. - Pro: $99 per user per month. Everything in Core, one phone line with unlimited calls and texts, the marketing add-ons, priority support. - Enterprise: custom. Volume pricing, advanced security and admin, dedicated success manager, custom integrations. - Annual billing is 5% off. No setup fee. No implementation project. No credit card for Free. ### Leaf360 vs Shape Source: https://www.leaf360.com/compare/leaf360-vs-shape Shape is a mortgage CRM with a built-in dialer and marketing automation. Leaf360 is an AI Operating System for mortgage: it includes a CRM, but also communication intelligence, wholesale infrastructure, and Lia, an agentic AI that builds workflows from plain language. Choose Shape if you want a proven dialer-first CRM and are happy running your other tools alongside it. Choose Leaf360 if you want one system to replace the stack. What Shape is: A sales CRM with a built-in dialer, texting and marketing automation, sold to mortgage, real estate, insurance and other financial services teams. Category: CRM with dialer and marketing automation. Owner: Shape Software, privately held, sells the same platform across several verticals with a mortgage edition. Built for: Small and mid-size sales teams that run on lead routing and outbound calling. How Shape works: Shape is a database of contacts with a phone system, a texting layer and a marketing automation engine attached. You bring leads in through forms, purchased sources or imports, set up routing rules so they land with the right rep, and build drip sequences and workflows through its menus. ShapeAI is the newer layer: it can answer inbound calls, dial out on aged leads, handle text follow-up, and transcribe and score conversations, writing everything back to the same contact record. It is dialer-first by design; the workflow is built around calls and texts going out on a schedule. Mortgage is one of several editions. The pipeline stages, fields and templates are configured for lending, but the product underneath is the same one sold to insurance agencies and real estate teams. Shape pricing (Quote-based per user, three plans, pay-as-you-go communications; checked 2026-09-13; source: Shape's pricing page, setshape.com/pricing, read 13 September 2026; no third-party figures used.): - Three plans: Core, priced per user; Complete, with five users included and more available; Enterprise, custom. The per-user figure is given on a demo or quote, not on the page. - On Core, the AI Suite, Lead Engine, Shape Social, CustomUI, Customer Portal, Branching and extended contact storage are add-ons. Complete is described as all-inclusive. - Calling, texting and email are pay as you go: you preload a balance and usage draws from it at pass-through rates. An unlimited calling plan is optional. - Monthly or annual billing; confirm the applicable discount in your quote. - Contract: Monthly or annual; the page does not state contract length or cancellation terms. What Shape solves: - Speed to lead: routing, round-robin and instant call or text when a lead arrives. - One phone system and one contact record, so calls, texts and notes stay together. - Marketing automation and drip sequences that a small team can run without a marketing hire. - AI that dials, answers and transcribes, which reduces the manual calling load. What Shape does not solve for a mortgage originator: - No wholesale lender marketplace; brokers still manage lender approvals in email and spreadsheets. - Configuration lives in menus and settings screens; there is no agent you can instruct in plain language to build the workflow for you. - Mortgage is an edition of a multi-vertical product, so mortgage-specific depth, such as loan scenarios against lender guidelines, is not the core. - Total cost climbs with add-ons: portal seats, Lead Engine, recording, storage and API are priced separately. What reviewers say (G2, Capterra, Software Advice, public pricing writeups). Praise: - Consolidating CRM, dialer, texting and marketing into one subscription is called cost-effective by small and mid-market teams. - Lead routing and the dialer are the features reviewers mention most. Complaints: - Additional charges beyond the base price for API, storage and call recording. - Cancellation contracts described as expensive, and more than one review reporting continued billing after cancelling. - Onboarding and support delays: one mortgage reviewer describes two months waiting for help to upload contacts. Leaf360's point of view, by Christian Mourra: Shape is a good dialer-first CRM. If your business is buying leads and calling them fast, it does that job, and I would not talk you out of it. Where I disagree is the model. Shape gives you a better set of tools and leaves you to configure them. Leaf360 gives you Lia, and she does the configuring. You say "follow up with every pre-approval that went quiet in the last 30 days" and the workflow exists. On top of that, a broker needs the wholesale side, and a Shape seat has nothing for it. The other difference is the bill. Our pricing is on the site, the Free plan needs no card, and there is no setup fee and nothing to cancel by phone. Shape's reviewers spend a lot of words on billing. Ours should never have to. Switching from Shape to Leaf360: 1. Export contacts and notes from Shape as CSV. 2. Start Leaf360 free and use the four-step importer; leads and partners map to your fields, and Lia can clean the file first through MCP. 3. Connect your inbox and, on Pro, port your number so calling and texting continue on the same line. 4. Tell Lia which sequences you were running in Shape. She rebuilds them and waits for your approval. Feature by feature, Leaf360 against Shape. Our side comes from the Leaf360 plan comparison; Shape's side was read from their own published pages on 2026-09-09 (https://setshape.com/mortgage-crm, https://setshape.com/pricing). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. Shape: Prioritized pipelines with loan milestone and status tracking. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. Shape: Realtor referral tracking and realtor recruiting. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. Shape: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. Shape: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. Shape: Encompass, LendingPad, Arive, LendingDox and nCino, bidirectional. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. Shape: No native credit product. iSoftPull is listed as an integration. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. Shape: Shape AI Suite: AI Calling, AI Texting, Conversation Insights and ShapeIQ scoring. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. Shape: Not published. Automated workflows with triggers and actions you configure. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. Shape: No MCP server published. An open API and webhooks are. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. Shape: A built-in compliant dialer with local presence, plus two-way SMS and MMS. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. Shape: Drip campaigns with marketing attribution. - Meeting notes and call transcripts. Leaf360: AI notetaker on paid plans, and call transcripts with the phone system on Pro. Shape: AI Insights: call transcripts and automated call summaries. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. Shape: Do Not Call protection and consent management. Calling-hours enforcement not published. Buying it: - Free plan. Leaf360: Free plan, no credit card. Shape: Not included. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. Shape: No. Three tiers, quoted on request. - Category. Leaf360: AI Operating System for mortgage. Shape: Mortgage CRM with dialer and marketing automation. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Shape: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Shape: AI features attached to specific screens. - How you work. Leaf360: Tell Lia what you want in plain language; it builds the campaign, the follow-up, the report. Shape: Configure workflows through menus and settings screens. - Wholesale. Leaf360: Leaf360 TPO built in: find lenders, apply once, track credentials and renewals. Shape: Not a focus. An honest comparison names where Shape is the better choice today: - You run a high-volume outbound calling operation and want a mature built-in power dialer as the center of your day. - Your team is already trained on Shape and your current pain is discipline, not tooling. - You want a vendor with many years of mortgage CRM track record and consider newer platforms a risk regardless of capability. #### Is Leaf360 a CRM like Shape? Leaf360 includes a CRM, but the product is an AI Operating System for mortgage. The CRM is one component alongside communication intelligence, wholesale infrastructure, and Lia, the agentic AI that runs the system. #### Can I migrate from Shape to Leaf360? Yes. Leaf360 imports contacts and pipeline data from CSV exports, and the team assists with migrations from mortgage CRMs including Shape. #### Do I keep my LOS if I switch? Yes. Leaf360 connects to your LOS rather than replacing it. Arive is a native two-way integration today, with more LOS integrations on the roadmap. ### Leaf360 vs Aidium (now Lendware) Source: https://www.leaf360.com/compare/leaf360-vs-aidium Aidium is a mortgage CRM known for enterprise workflows and AI-assisted propensity scoring. Leaf360 is an AI Operating System for mortgage: CRM, communication intelligence, and wholesale infrastructure in one platform, run by Lia, an agentic AI you talk to in plain language. Choose Aidium if you want an enterprise CRM with structured, admin-managed workflows. Choose Leaf360 if you want the system itself to do the work through an AI you can instruct directly. What Aidium (now Lendware) is: A modern mortgage CRM with customizable pipelines, a no-code automation builder and a reporting suite, rebranded to Lendware after Lendware acquired Aidium's assets in October 2025. Category: Mortgage CRM with automation and reporting. Owner: Lendware, New York. It acquired Aidium's operating assets on October 7, 2025 after what National Mortgage News called a summer of turmoil, and installed new leadership under CEO Josh Glantz. The product had earlier been Daily AI and, before that, Whiteboard. Built for: Loan officers and mid-size mortgage companies that want a clean, customizable CRM with pre-built automations. How Aidium (now Lendware) works: The product is a well-designed CRM: each team customizes its own pipeline and automations, choosing from more than 60 pre-built automations or building from scratch in a no-code builder. Email, SMS and phone live in the record, and a reporting suite with AI-driven insights sits on top for leadership. It is administered centrally, which suits companies that want a marketing or operations lead to own the setup and give loan officers a finished system. The business behind it changed hands in 2025. Lendware says it is recommitting to independent brokers and an AI-driven roadmap. Buyers should ask what the roadmap and the support model look like under the new owner. Aidium (now Lendware) pricing (Quote only since the rebrand; checked 2026-09-05; source: Lendware and Aidium listings on Capterra, GetApp and G2; National Mortgage News; PR Newswire acquisition release.): - Current per-user pricing is not published; ask for a written quote. - Historical pricing for the Whiteboard-era product was reported around $79 per user per month. What Aidium (now Lendware) solves: - A modern, easy-to-use interface that reviewers consistently rate well. - Pre-built automations and a no-code builder for teams that want to customize without code. - Enterprise-grade reporting for company leadership. What Aidium (now Lendware) does not solve for a mortgage originator: - Ownership and pricing changed in late 2025; the track record under Lendware is short. - Automations are built on a canvas; there is no agent that builds them from a sentence. - No wholesale lender marketplace or lender guideline answers. - Company-administered model means a solo loan officer gets less control over their own setup. What reviewers say (G2, Capterra, Software Advice, GetApp, National Mortgage News). Praise: - Easy to use, friendly interface, good pricing for its era, responsive support. Complaints: - Requests for more product depth, and uncertainty since the ownership change. Leaf360's point of view, by Christian Mourra: Aidium was one of the better-designed mortgage CRMs, and I hope Lendware keeps that. But if you are choosing a system to run your business on for the next five years, ownership stability matters, and 2025 was a hard year for this product. The deeper difference is the same one on every page here. A no-code builder still asks you to build. Lia builds from what you tell her, and the wholesale side of a broker's business lives in the same system. Leaf360 is built by an originator who still originates, with public pricing and a free plan. You can judge the roadmap by using it, not by reading a press release. Switching from Aidium (now Lendware) to Leaf360: 1. Export contacts, loans and partners as CSV. 2. Import into Leaf360 free and connect your LOS. 3. Give Lia the automations you had; she rebuilds them as workflows you approve. 4. Connect your inbox and, on Pro, your phone line. - Category. Leaf360: AI Operating System for mortgage. Aidium (now Lendware): Enterprise mortgage CRM with AI scoring features. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Aidium (now Lendware): One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Aidium (now Lendware): AI features attached to specific screens. - Who configures it. Leaf360: Any LO, by telling Lia what they want. Aidium (now Lendware): Typically an admin or ops team managing workflows centrally. - Wholesale. Leaf360: Leaf360 TPO built in for broker and lender workflows. Aidium (now Lendware): Not a focus. Where Aidium is the better choice today: - You are a large enterprise lender that wants centrally administered workflows with tight top-down control over what LOs can change. - Propensity modeling on a large historical database is the single feature you are buying for. - Your procurement process requires an established enterprise vendor list, and newer platforms cannot clear it yet. #### Is Leaf360 built for enterprises or individual LOs? Both. Individual LOs and teams run on the same platform. Lia handles the configuration work that usually requires an admin, which is what makes the system practical without a central ops team. #### Does Leaf360 have lead scoring? Leaf360's intelligence lives in Lia, which watches the pipeline and surfaces who needs attention and why in plain language, rather than exposing a numeric score to interpret. #### Can Leaf360 import my Aidium data? Yes, via CSV export. The team assists with mortgage CRM migrations. ### Leaf360 vs Jungo Source: https://www.leaf360.com/compare/leaf360-vs-jungo Jungo is a mortgage CRM built on top of Salesforce, which gives it Salesforce's depth and Salesforce's complexity. Leaf360 is an AI Operating System built for mortgage from the ground up: CRM, communication intelligence, and wholesale infrastructure run by Lia, an agentic AI. Choose Jungo if your organization is committed to the Salesforce ecosystem and has admins to run it. Choose Leaf360 if you want mortgage-native software that configures itself through conversation. What Jungo is: A mortgage CRM built on top of Salesforce, sold to teams that want Salesforce reporting and configurability with a mortgage layer already installed. Category: Mortgage CRM on the Salesforce platform. Owner: Jungo, a Salesforce partner; the product is a managed package that runs inside a Salesforce org. Built for: Small to mid-size teams that want Salesforce's reporting and are willing to take on a Salesforce-style setup. How Jungo works: Jungo installs a mortgage data model and workflows into a Salesforce org. Loans, borrowers, referral partners and campaigns are Salesforce objects, so anything Salesforce can report on or automate, Jungo can too. Day to day you work in Salesforce screens: list views, record pages, reports and dashboards, with Jungo's marketing and loan-status features layered on. Setup, training and administration follow the Salesforce pattern, which is powerful and demanding in equal measure. For a company already standardized on Salesforce, Jungo is the natural way to get mortgage inside it. For a loan officer starting from nothing, it is a lot of platform. Jungo pricing (Published per seat, annual minimum; checked 2026-09-05; source: Jungo's pricing page, Capterra, GetApp, leadpops' 2026 guide.): - $96 per user per month on annual billing, $119 month to month. - Everything Salesforce does underneath is included: reporting, custom objects, AppExchange. - Setup: One-time setup fee of $249 to $299. - Contract: Annual minimum on all contracts. What Jungo solves: - The deepest reporting in the category, because it is Salesforce reporting. - Custom objects and AppExchange integrations for teams with unusual requirements. - A fit for enterprises that already run Salesforce across other business lines. What Jungo does not solve for a mortgage originator: - Steep learning curve and an interface reviewers call unintuitive or overwhelming. - Setup, training and administration are a project, and annual contracts plus setup fees front-load the commitment. - No agent that builds the workflow from plain language; you configure Salesforce. - No wholesale lender marketplace. What reviewers say (Capterra, GetApp, Software Advice, SourceForge, leadpops). Praise: - Reporting depth and configurability for teams on Salesforce. - Reasonable incremental cost for companies that already pay for Salesforce. Complaints: - Learning curve, complex setup and an unintuitive interface are the most common themes. - Contract, cancellation and support frustrations, and at least one review alleging deceptive billing. Leaf360's point of view, by Christian Mourra: Jungo is the right answer to a specific question: "we run Salesforce, how do we do mortgage in it?" If that is your question, it is a good answer. Most loan officers are not asking that question. They are asking how to stop losing follow-ups and how to see their partners clearly, and they do not want to become a Salesforce admin to get there. Leaf360's mortgage model is already built and Lia maintains it from your instructions. There is no org to configure. The honest trade: Jungo will always out-report Leaf360 on custom objects, because Salesforce will. Leaf360 will always be faster to value, because there is nothing to implement. Switching from Jungo to Leaf360: 1. Export loans, contacts and partners from Salesforce reports as CSV. 2. Import into Leaf360 free; the importer handles leads and partners, and loans sync from your LOS. 3. If the company keeps Salesforce as its system of record, connect the Leaf360 Salesforce integration and keep both in sync. 4. Tell Lia which reports you lived in. Dashboard, partner performance and team leaderboard cover most of them out of the box. Feature by feature, Leaf360 against Jungo. Our side comes from the Leaf360 plan comparison; Jungo's side was read from their own published pages on 2026-09-09 (https://ijungo.com/, https://ijungo.com/mortgage-crm/, https://ijungo.com/pricing/, https://ijungo.com/about-jungo/partners/). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. Jungo: Loan milestone emails and alerts, driven by LOS sync. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. Jungo: Reffinity partner tracking, with post-close marketing. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. Jungo: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. Jungo: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. Jungo: Encompass, Calyx Point, Velocity, LendingPad and Byte. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. Jungo: Not published. Daily Rate Drop identifies refinance candidates instead. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. Jungo: None published. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. Jungo: Not included. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. Jungo: Not published by Jungo. Salesforce is the platform underneath. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. Jungo: Not native. PhoneBurner and Twilio are listed as partners, and Jungo SMS is an add-on. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. Jungo: Marketing Hub with a drag-and-drop editor, drip campaigns and a marketing library. - Referral partner portal. Leaf360: Partner portal for agents, title and insurance, carrying your branding, on paid plans. Jungo: The Jungo Agent Portal. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. Jungo: Audit-level co-marketing distributions and payments. DNC, calling hours and SMS consent not published. Buying it: - Free plan. Leaf360: Free plan, no credit card. Jungo: Not included. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. Jungo: Published, with a setup fee and a one-year minimum. - Category. Leaf360: AI Operating System for mortgage. Jungo: Mortgage overlay on the Salesforce platform. - Foundation. Leaf360: Built for mortgage from the ground up. Jungo: Built on Salesforce, inherits its platform and its complexity. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Jungo: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Jungo: AI features attached to specific screens. - Administration. Leaf360: Lia does the configuration work. Jungo: Salesforce administration, often a dedicated admin or consultant. Where Jungo is the better choice today: - Your company already runs on Salesforce and wants mortgage inside the same ecosystem your other departments use. - You have Salesforce administrators on staff and want the full flexibility of the platform underneath your CRM. - You need a specific AppExchange integration that only exists in the Salesforce ecosystem. #### Is Leaf360 built on Salesforce? No. Leaf360 is built for mortgage from the ground up, which is what allows Lia to operate the whole system rather than sitting on top of a general-purpose platform. #### Does Leaf360 require an admin? No. Configuration happens through Lia in plain language. Teams that want central control can still manage shared settings. #### Can I migrate from Jungo? Yes, via Salesforce data exports. The team assists with migrations. ### Leaf360 vs Zeitro Source: https://www.leaf360.com/compare/leaf360-vs-zeitro Zeitro builds AI tools focused on the origination side: pricing, point of sale, and borrower-facing flows. Leaf360 is an AI Operating System for the business side of mortgage: CRM, communication intelligence, and wholesale infrastructure run by Lia, an agentic AI. The two overlap less than they appear to. Choose Zeitro for AI-assisted origination tooling. Choose Leaf360 to run the relationship and pipeline side of your business, from lead to close to repeat client. What Zeitro is: The lowest-priced AI-first mortgage platform: a guideline engine, a digital 1003, a pricing engine and a lightweight CRM, starting at a free tier. Category: AI guideline engine plus CRM and point of sale. Owner: Zeitro, a small bootstrapped company of roughly 26 people, Silicon Valley based. Built for: Solo loan officers and small brokerages who want guideline lookup, a borrower application and a CRM at a very low price. How Zeitro works: Zeitro's center of gravity is Strata AI, formerly GuidelineGPT and Scenario AI. It searches more than 300 lending guidelines, agency and non-QM, and returns answers with page-level citations. Around it sit a digital 1003 that exports MISMO 3.4, a live pricing engine for conventional and non-QM quotes, GrowthHub branded microsites with live rates, and a CRM for the pipeline. It is priced to be tried, and its content marketing is the most aggressive in the category. Zeitro publishes its own "best mortgage CRM" rankings, with itself at the top. The CRM is the lightest part. Guidelines, application and pricing are the product; pipeline, partner management and calling are supporting features. Zeitro pricing (Published per seat, with a free tier; checked 2026-09-05; source: Zeitro's site and third-party 2026 guides.): - Explorer: free, 5 AI queries a day and 10 lifetime exports. - Individual: $8 per user per month for unlimited Strata AI queries plus point of sale, CRM and pricing engine. - Business: $35 per month for a company of up to 30 seats, $8 per additional user. What Zeitro solves: - Guideline questions with citations, across agency and a large non-QM investor set. - A borrower application and pricing quotes in the same place. - Cost. Nothing else in mortgage is this cheap to start. What Zeitro does not solve for a mortgage originator: - The CRM, partner management and reporting are thin next to full mortgage CRMs. - No built-in phone system with calling and texting compliance handled, and no wholesale lender marketplace listed as of the checked date. - Automation is not agentic; there is no assistant that builds and runs your follow-up from plain language. - A 26-person bootstrapped company; pricing and roadmap may not be stable. What reviewers say (Zeitro site, Softbliq, bluerate.ai, aitoolsbakery). Praise: - Strata AI accuracy and citations; price; the pre-qualification flow. Complaints: - Few documented complaints in public listings; most coverage is Zeitro's own content. Leaf360's point of view, by Christian Mourra: Zeitro is the competitor I respect most on price and on guideline AI. If all you need is a guideline oracle and a 1003 for eight dollars, buy it. What I think it gets wrong is the shape of the loan officer's day. Guidelines are a fraction of it. The rest is follow-up, partners, calls, texts, compliance, and, for a broker, staying approved with lenders. Leaf360's Lenders mode answers guideline questions from your own connected lenders with citations, and then the same Lia runs everything else. Our Free plan exists for the same reason Zeitro's does: so you can check the claim with your own pipeline before you pay anyone. Switching from Zeitro to Leaf360: 1. Export contacts from Zeitro as CSV and import into Leaf360 free. 2. Connect your wholesale lenders in Leaf360 TPO so Lenders mode answers from their guidelines. 3. Keep Zeitro's 1003 if you like it; Leaf360 connects to the LOS rather than replacing intake. Feature by feature, Leaf360 against Zeitro. Our side comes from the Leaf360 plan comparison; Zeitro's side was read from their own published pages on 2026-09-09 (https://www.zeitro.com/, https://www.zeitro.com/products/crm, https://www.zeitro.com/growthhub, https://www.zeitro.com/pricing). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. Zeitro: A CRM with automated condition collection. No loan-stage pipeline described. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. Zeitro: Not published. OpenHouse Finder surfaces agents to contact. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. Zeitro: A Rate Marketplace and a Loan Product Listing for lenders. Not TPO approval management. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. Zeitro: GuidelineGPT and Scenario AI search agency and non-QM programs across lenders, with citations. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. Zeitro: None named. Zeitro ships its own digital 1003 point of sale instead. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. Zeitro: Credit reporting is listed on every plan tier. Monitoring and soft pull are not specified. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. Zeitro: Zeitro Strata, with GuidelineGPT, Scenario AI, AI Document Review and an AI qualified income calculator. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. Zeitro: No. The AI answers and analyzes, and there is no workflow builder. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. Zeitro: Not published. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. Zeitro: Not published. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. Zeitro: Not published. - Website and landing page builder. Leaf360: AI website builder on Core, plus hosted and embeddable lead forms on every plan. Zeitro: A personal website, widgets and a GrowthHub microsite, with white labeling on paid tiers. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. Zeitro: NMLS Mortgage Call Reports on every tier. No DNC, TCPA or SMS consent claims. Buying it: - Free plan. Leaf360: Free plan, no credit card. Zeitro: A free Explorer plan. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. Zeitro: Included. - Category. Leaf360: AI Operating System for mortgage. Zeitro: AI origination tooling: pricing and point of sale. - Center of gravity. Leaf360: Pipeline, relationships, communication, wholesale. Zeitro: Loan-level origination workflow. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Zeitro: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Zeitro: AI features attached to specific screens. Where Zeitro is the better choice today: - Your bottleneck is origination tooling: pricing engines and borrower-facing application flow, not pipeline or follow-up. - You want a point-of-sale layer and already have a CRM setup you are keeping. #### Do Leaf360 and Zeitro compete? Less than category lists suggest. Zeitro focuses on origination tooling; Leaf360 runs the business side: pipeline, communication, and wholesale relationships. Some teams could run both. #### Does Leaf360 do pricing or point of sale? No. Leaf360 connects to your LOS and focuses on the relationship and pipeline side. It does not replace pricing engines or POS systems. ### Leaf360 vs BNTouch Source: https://www.leaf360.com/compare/leaf360-vs-bntouch BNTouch is one of the longest-running mortgage CRMs, known for template-driven marketing and broad feature coverage built up over many years. Leaf360 is an AI Operating System for mortgage: CRM, communication intelligence, and wholesale infrastructure run by Lia, an agentic AI you instruct in plain language. Choose BNTouch if you want a mature, template-driven system and a long vendor track record. Choose Leaf360 if you want the system to build and run workflows for you. What BNTouch is: One of the longest-running mortgage CRMs, built around a large template and campaign library, a digital point of sale and broad LOS coverage. Category: Established mortgage CRM with marketing automation. Owner: BNTouch, independently owned since 2004; it advertises that it is not owned by ICE, MMI or private equity. Built for: Solo loan officers and small to mid-size teams who want an all-in-one mortgage-specific system with a long track record. How BNTouch works: BNTouch is a mortgage-only CRM that has accumulated features for two decades. You import your database, pick campaigns from a library of more than 180 pre-built sequences, customize them, and assign them to contacts by stage. The digital 1003 and borrower portal handle intake, and the LOS integrations keep loan status flowing back. Marketing is template-driven: video email, flyers, co-branded content for agents, drips for every lifecycle stage. MAIA, its AI assistant, helps draft and answer inside that framework. It is the reference "everything in one place" mortgage CRM, and its own marketing leans on independence and longevity rather than on being new. BNTouch pricing (Published per seat, with activation fees; checked 2026-09-05; source: BNTouch pricing pages and its own 2026 pricing comparison post.): - Individual plan $165 per month for one user. - Team plan $119 per user per month for 2 to 5 users, $99 per user per month for 6 to 50. - Includes marketing automation, digital point of sale, texting, LOS integrations and 180+ pre-built campaigns. - Setup: $125 activation on Individual; $95 activation per user on Team. White-glove migration included with annual plans. - Contract: Monthly available; annual plans include migration and training. What BNTouch solves: - Breadth: CRM, marketing, POS, texting and LOS integrations in one subscription with no third-party add-ons. - A mature template library that a new loan officer can be sending from on day one. - Independence from the LOS vendors and private equity that own several competitors. - Reviewers consistently praise support. What BNTouch does not solve for a mortgage originator: - The interface is widely described as dated, and there is a real learning curve to use what is there. - Templates are the model: you pick and customize, rather than describe the outcome and have it built. - No wholesale lender marketplace or guideline answers from your connected lenders. - Per-seat pricing is on the high side for a solo loan officer, before activation fees. What reviewers say (Capterra, G2, GetApp, Software Advice, ITQlick). Praise: - Mortgage-specific depth, strong automation and organized client communication. - Ease of use once learned, and responsive customer support. Complaints: - "A lot to learn" and a dated interface come up repeatedly. - Setup and customization can add meaningful implementation cost for larger teams. Leaf360's point of view, by Christian Mourra: BNTouch earned its reputation. If you want the most complete template library in mortgage and a vendor that has been here twenty years, it is a fair choice. My view is that the template library is the problem it solves and the ceiling it creates. A library means you still pick, edit, schedule and maintain. Lia writes the campaign from what she knows about the client, keeps it on brand through your Brand Wiki, and saves what works. You get the outcome the library aims for without running the library. And BNTouch stops at the retail edge. A broker's wholesale relationships, lender approvals, renewals and scenario questions live in Leaf360 TPO, in the same system as the pipeline. That is the part of the business the CRM era never covered. Switching from BNTouch to Leaf360: 1. Export contacts, partners and notes from BNTouch as CSV. 2. Import into Leaf360 free with the four-step importer; set up your stages first, then the file. 3. Connect your LOS; Encompass, Arive, LendingPad, Calyx and Byte are covered. 4. Give Lia the campaigns you relied on most. She rebuilds them as sequences, and you approve before the first send. Feature by feature, Leaf360 against BNTouch. Our side comes from the Leaf360 plan comparison; BNTouch's side was read from their own published pages on 2026-09-09 (https://bntouch.com/mortgage-crm/, https://bntouch.com/mortgage-crm-features/, https://bntouch.com/pricing-and-features/). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. BNTouch: Borrower pipeline tracking with custom stages. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. BNTouch: Realtor and referral partner portals. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. BNTouch: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. BNTouch: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. BNTouch: Encompass, Calyx, LendingPad, BytePro and Floify. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. BNTouch: Credit Pull Alerts, so you hear when a borrower shops a competitor. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. BNTouch: MAIA, plus AI lead scoring and NextStep recommendations. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. BNTouch: Not published. Status-based triggers you configure; MAIA searches the database in plain English. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. BNTouch: No MCP server or public API published. Zapier is listed. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. BNTouch: Not published. TCPA compliant SMS and bulk text, with no dialer named. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. BNTouch: More than 400 pre-built mortgage drip campaigns, plus video email. - Website and landing page builder. Leaf360: AI website builder on Core, plus hosted and embeddable lead forms on every plan. BNTouch: Branded per-officer loan officer microsites. - Referral partner portal. Leaf360: Partner portal for agents, title and insurance, carrying your branding, on paid plans. BNTouch: Realtor and referral partner portals. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. BNTouch: TCPA compliant SMS and consent capture with a timestamp and IP audit trail. DNC and calling hours not published. Buying it: - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. BNTouch: Included. - Category. Leaf360: AI Operating System for mortgage. BNTouch: Established mortgage CRM with template-driven marketing. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. BNTouch: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. BNTouch: AI features attached to specific screens. - Marketing approach. Leaf360: Describe the campaign to Lia; it drafts, sequences, and adapts it. BNTouch: Pick and customize from a large template library. Where BNTouch is the better choice today: - You want a vendor with a long mortgage track record and consider maturity the deciding factor. - Your marketing runs on a template library you already know, and changing that motion has more cost than benefit for your team. - You need a specific niche feature BNTouch has accumulated over its years that newer platforms have not prioritized. #### Is Leaf360 too new to trust with my pipeline? Leaf360 is newer than BNTouch, and that is a fair consideration. It was built by a loan originator, runs live production teams today, and migration is reversible: your data exports at any time. #### Does Leaf360 have marketing templates? Lia drafts campaigns from plain language instead of starting from a template library, and saves what works for reuse. You get the outcome templates aim for without maintaining the library. ### The Follow Up Boss Alternative for Loan Officers Source: https://www.leaf360.com/compare/follow-up-boss-alternative-for-loan-officers Follow Up Boss is an excellent CRM built for real estate agents, and many loan officers adopted it for its speed and simplicity. But mortgage is not real estate: LOs need loan milestones, LOS sync, compliance-aware communication, and wholesale relationships that FUB was never designed for. Leaf360 is the AI Operating System built for mortgage that keeps the FUB-style speed, adds the mortgage layer, and runs it all through Lia, an agentic AI. What Follow Up Boss is: A real estate CRM that many loan officers adopt because their agents use it, and then outgrow because it has no mortgage features. Category: Real estate CRM. Owner: Follow Up Boss, acquired by Zillow in 2023. Built for: Real estate agents and teams; lenders join an agent's account or run their own. How Follow Up Boss works: Follow Up Boss is a fast, well-liked CRM for real estate teams: lead routing from portals, texting and calling with the dialer add-on, action plans and a clean mobile app. Loan officers can be added to an agent's account as lenders, which is how most of them first meet it. It has no LOS integration, no TCPA-compliant mortgage texting, no borrower portal and no mortgage marketing library. Follow Up Boss says so itself in its lender documentation. Leaf360 was originally built as the mortgage side of Follow Up Boss and still integrates with it. Follow Up Boss pricing (Published per seat; checked 2026-09-05; source: Follow Up Boss pricing page, Capterra, realestatebees, BNTouch's comparison.): - Starts around $69 per user per month, no contracts or setup fees. - Dialer is $39 per user extra. What Follow Up Boss solves: - The agent's side of the relationship: many of your referral partners already live in it. - Speed, simplicity and a mobile app agents like. - Transparent pricing with no contract. What Follow Up Boss does not solve for a mortgage originator: - No mortgage pipeline, LOS sync, partner performance or lender marketplace. - Texting and calling compliance for mortgage are not handled. - Loan officers are guests in a real estate product. What reviewers say (Follow Up Boss help center, Capterra, BNTouch). Praise: - Ease of use, speed, agent adoption. Complaints: - Not designed for mortgage; lenders can only text or call with the dialer add-on. Leaf360's point of view, by Christian Mourra: Follow Up Boss is where Leaf360 started. We built the mortgage side for teams who loved it, and we still sync with it. If your agents run it, keep them there. But a loan officer running their own business in Follow Up Boss is running it in someone else's tool. Leaf360 gives you the mortgage pipeline, the LOS sync, the partner analytics and Lia, and keeps the Follow Up Boss connection so your agents never notice the switch. Switching from Follow Up Boss to Leaf360: 1. Connect the Leaf360 Follow Up Boss integration; your agents' leads flow in. 2. Import your own database free. 3. Read the FUB Experience page for the team-level migration path. - Built for. Leaf360: Loan officers, mortgage teams, wholesale. Follow Up Boss: Real estate agents and teams. - Pipeline model. Leaf360: Loan stages, milestones, LOS-aware. Follow Up Boss: Real estate deal stages. - Partner motion. Leaf360: Agent-partner updates automated at every loan milestone to earn referrals. Follow Up Boss: The agent IS the user; the lender side is an afterthought. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Follow Up Boss: AI features attached to specific screens. - The FUB experience. Leaf360: A dedicated FUB Experience: familiar speed and keyboard-first flow for teams coming from FUB. Follow Up Boss: The original. Where Follow Up Boss is the better choice today: - You are a real estate agent or team. FUB is built for you, and it is very good at it. - You are a hybrid agent-LO whose business is mostly real estate transactions with occasional loans. - Your lead flow lives entirely in real estate portal integrations that FUB supports natively. #### Why do loan officers outgrow Follow Up Boss? FUB models real estate deals, not loans. LOs end up faking loan milestones with tags and custom fields, and nothing connects to the LOS. It works until volume makes the workarounds the job. #### Does Leaf360 feel as fast as FUB? That was the design bar. Leaf360 ships a dedicated FUB Experience for teams making the switch, keeping the keyboard-first speed FUB users expect. #### Can I import my FUB database? Yes. Leaf360 imports FUB contacts, notes, calls, and text history, and preserves original creation dates so your timeline stays intact. ### Best Mortgage CRM in 2026 Source: https://www.leaf360.com/best-mortgage-crm The best mortgage CRM depends on how you work: Shape for dialer-first outbound teams, Jungo for Salesforce shops, BNTouch for template-driven marketing, Aidium for centrally administered enterprises. But the honest answer for most loan officers in 2026 is that the CRM category itself is the problem: a CRM is one of seven tools in a cobbled stack that does not talk to itself. Leaf360 replaces the stack with one AI Operating System run by Lia. - Shape: Best for dialer-first, high-volume outbound calling teams - Aidium: Best for enterprises that want centrally administered workflows - Jungo: Best for organizations committed to the Salesforce ecosystem - BNTouch: Best for template-driven marketing and long vendor track record - Follow Up Boss: Best for real estate agents; LOs tend to outgrow it - Total Expert: Best for banks and lenders with a marketing department that wants central control - Surefire: Best for enterprise Encompass shops that want ICE's content library - Salesforce: Best for companies already standardized on Salesforce with an admin team - Zeitro: Best for LOs who want a low-cost CRM plus point of sale and guideline lookup - GoHighLevel: Best for agencies; loan officers have to build the mortgage layer themselves - RAD CRM: Best for LOs who want simple pre-built follow-up sequences - Bonzo: Best as a text and video follow-up layer on top of a CRM you already have - Insellerate: Best for consumer direct call centers routing purchased leads - Velocify: Best for enterprise ICE shops scaling a lead-conversion floor - HubSpot: Best for inbound content marketing; the mortgage layer is yours to build - Leaf360: Best for LOs and teams who want one AI Operating System instead of a stack of tools, starting free The real question is not which CRM, it is whether a CRM is enough: - If your pain is one missing feature in an otherwise working stack, buy the point solution that fixes it. - If your pain is the stack itself, seven tools, none talking to each other, and follow-up falling through the cracks, no CRM fixes that. That is an operating system problem. #### What should a loan officer look for in a CRM in 2026? Mortgage-native pipeline stages, LOS connectivity, automated agent-partner updates, compliance-aware communication, and an AI layer that does work rather than decorating dashboards. And check what it will NOT replace: every tool left over stays your job to integrate. #### Is Leaf360 a CRM? Leaf360 includes a CRM, but it is an AI Operating System for mortgage: CRM, communication intelligence, and wholesale infrastructure in one platform, run by Lia. ### Best AI Mortgage CRM in 2026 Source: https://www.leaf360.com/best-ai-mortgage-crm Every mortgage CRM claims AI in 2026, so the useful question is what the AI actually does. In most CRMs, AI means features: a scoring model here, a writing assistant there, attached to screens you still operate by hand. In an AI Operating System, the AI operates the system: you tell Lia to run a nurture campaign for past clients and it builds the workflow, drafts the messages, and reports back. That difference, features versus operator, is the whole comparison. - AI as features: Scoring, autocomplete, and writing assistants bolted to screens you still drive manually - AI as operator: Lia runs the system: builds workflows from plain language, watches the pipeline, drafts and sequences outreach, and escalates what needs a human - Where the AI lives: Lia works inside Leaf360, and also inside Claude and ChatGPT, because foundation models are the engine and Leaf360 is the mortgage layer on top When AI features in a traditional CRM are enough: - You like your current CRM and only want writing assistance; most incumbents now include one. - Your team is not ready to delegate work to an AI and just wants suggestions inside familiar screens. #### What is the difference between an AI-flavored CRM and an AI Operating System? In an AI-flavored CRM, you operate the software and AI assists on individual screens. In an AI Operating System, the AI operates the software: you state the outcome in plain language and it builds and runs the workflow. #### Does Leaf360 compete with ChatGPT or Claude? No. Foundation models provide general intelligence; Leaf360 is the mortgage-specific layer that turns it into pipeline work. Lia is even usable inside those tools. #### Is the AI compliant for mortgage communication? Lia drafts within configured guardrails and nothing sends without approval by default. Communication stays reviewable and auditable. ### Leaf360 vs GoHighLevel for Loan Officers Source: https://www.leaf360.com/compare/leaf360-vs-gohighlevel GoHighLevel is a general-purpose marketing and automation platform built for agencies. Loan officers can turn it into a CRM, but they have to build the pipeline, the compliance rules, the LOS connection and every workflow themselves, which is why so many give up in the first two weeks. Leaf360 is the AI Operating System for mortgage: the pipeline, the partner tracking, the wholesale marketplace and the calling compliance are already there, and Lia builds the workflows from plain language. Leaf360 is not a GoHighLevel competitor so much as the mortgage layer it was missing: Leaf360 connects to GoHighLevel, so an agency or a team that already runs it can keep it. What GoHighLevel is: A general marketing and automation platform built for agencies, which loan officers and resellers configure into a mortgage CRM. Category: General marketing and automation platform. Owner: HighLevel, Dallas, sold primarily to marketing agencies that white-label it for their clients. Built for: Agencies running many client sub-accounts; loan officers use it through a reseller's mortgage snapshot or their own build. How GoHighLevel works: GoHighLevel is a blank platform: contacts, pipelines, funnels, websites, calendars, workflows, a phone system and email, all of it generic. An agency builds a "snapshot" for a vertical and sells or rents it to clients. Mortgage resellers sell mortgage snapshots with pipelines, drips and forms pre-built. Nothing mortgage-specific exists until someone builds it: no LOS integration, no lender marketplace, no calling and texting compliance rules. A2P 10DLC registration, TCPA rules and state calling hours are the user's responsibility to set up and maintain. The resellers themselves say most loan officers abandon GoHighLevel within two weeks because there is nothing there on day one and building it takes an expert. GoHighLevel pricing (Published per account plus usage; checked 2026-09-05; source: HighLevel pricing and 2026 pricing guides from resellers and reviewers.): - Starter $97 per month: full platform, unlimited contacts and users, up to 3 sub-accounts, no API. - Unlimited $297 per month: unlimited sub-accounts, basic API, white-label desktop app, rebilling at cost. - Agency Pro $497 per month: SaaS mode, automated sub-accounts, rebilling with markup, advanced API. - Usage on top: email about $0.675 per 1,000 sends, SMS about $0.0079 per segment, voice per minute, AI at pay-per-use, $50 or $97 per sub-account. - Contract: Monthly, cancel any time; usage is billed separately. What GoHighLevel solves: - Enormous surface for the money: funnels, websites, calendars, phone, email and automation in one place. - White-labeling and sub-accounts for agencies. - A large ecosystem of templates and consultants. What GoHighLevel does not solve for a mortgage originator: - No native LOS integration and no wholesale marketplace. - Compliance for calls and texts is entirely on you. - Setup is the product; a loan officer without an expert gets an empty system. - Usage fees make the real bill hard to predict. What reviewers say (HighLevel resellers' own mortgage guides, 2026 pricing reviews). Praise: - Value and breadth for agencies; flexibility. Complaints: - Complexity, support quality at the lower tiers, and high abandonment among non-technical users. Leaf360's point of view, by Christian Mourra: I do not think of GoHighLevel as a competitor, and I do not want loan officers to think of Leaf360 as a GoHighLevel alternative. GoHighLevel is a construction kit. It is a great one, for agencies. A loan officer does not need a construction kit. They need the pipeline, the partners, the LOS sync, the lender marketplace and the compliance rules to exist on the first day, and then they need something that does the work. That is Leaf360, and it connects to GoHighLevel, so an agency that runs GoHighLevel for funnels can keep it and hand the mortgage work to Lia. The tell is the two-week abandonment the resellers admit to. Our Free plan is designed so that in the first hour you have imported your pipeline and Lia has found the follow-ups you missed. Switching from GoHighLevel to Leaf360: 1. Export contacts from GoHighLevel as CSV and import into Leaf360 free. 2. Keep GoHighLevel for funnels if an agency runs it for you; connect it through the Leaf360 GoHighLevel integration. 3. On Pro, port your number; calling and texting compliance are handled from then on. 4. Tell Lia the drips your snapshot ran. She rebuilds them and adapts each one per client. Feature by feature, Leaf360 against GoHighLevel. Our side comes from the Leaf360 plan comparison; GoHighLevel's side was read from their own published pages on 2026-09-09 (https://www.gohighlevel.com/, https://marketplace.gohighlevel.com/docs/other/mcp). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. GoHighLevel: No. Generic sales pipelines, with nothing mortgage-specific. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. GoHighLevel: No. An Affiliate Manager, which is not referral partner management. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. GoHighLevel: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. GoHighLevel: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. GoHighLevel: None published. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. GoHighLevel: Not included. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. GoHighLevel: Conversation AI, Content AI, Voice AI and AI Review Reply. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. GoHighLevel: Not published. Workflows and automations you build. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. GoHighLevel: The LeadConnector MCP server, with a live Claude endpoint, OAuth and agency-wide sub-account access. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. GoHighLevel: Call tracking, ringless voicemail, missed call text-back, Voice AI and inbound SMS. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. GoHighLevel: Broadcast campaigns, newsletter automation and smart lists. - Website and landing page builder. Leaf360: AI website builder on Core, plus hosted and embeddable lead forms on every plan. GoHighLevel: Websites, funnels and landing pages, plus forms and surveys. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. GoHighLevel: Not published. No DNC, TCPA or calling-hours claims on the pages we read. Buying it: - Free plan. Leaf360: Free plan, no credit card. GoHighLevel: No. A 14-day trial. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. GoHighLevel: Included. - Category. Leaf360: AI Operating System for mortgage. GoHighLevel: General marketing and automation platform for agencies. - Mortgage-specific out of the box. Leaf360: Lead, loan and referral partner pipelines, LOS sync, TPO marketplace, loan scenarios, calling and texting compliance. GoHighLevel: None; you build snapshots and workflows or buy a mortgage template from a reseller. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. GoHighLevel: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. GoHighLevel: AI features attached to specific screens. - Setup. Leaf360: Sign up free and import a CSV; Lia sets up campaigns and automations for you. GoHighLevel: Weeks of configuration, or a paid setup from a GoHighLevel agency. - Compliance for calls and texts. Leaf360: Calling hours, Do Not Call scrubbing, text opt-in and opt-out, and recording disclosure handled by Leaf360. GoHighLevel: Your responsibility to configure, including A2P 10DLC and state rules. - Openness. Leaf360: 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. GoHighLevel: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. GoHighLevel: Quote or sales call first; setup fees or an implementation partner are common. Where GoHighLevel is the better choice today: - You are a marketing agency running many client sub-accounts and want one white-label platform for all of them. - You already have a GoHighLevel expert on the team and a working mortgage build you are happy with. - You want a general funnel and landing page builder for businesses outside mortgage as well. #### Is GoHighLevel a mortgage CRM? No. GoHighLevel is a general marketing and automation platform. Loan officers use it as a CRM by building pipelines and workflows themselves or buying a mortgage template from a reseller. It has no native LOS integration, no wholesale lender marketplace, and no mortgage compliance rules built in. #### Does Leaf360 replace GoHighLevel or work with it? Either. Leaf360 has a GoHighLevel integration, so a team or agency that runs GoHighLevel can keep it for funnels and connect Leaf360 for the mortgage work. Most loan officers who switch simply move their contacts over with a CSV and stop paying for the second tool. #### Why do loan officers abandon GoHighLevel? The most common reason is setup. There is nothing mortgage-specific in it on day one, so a loan officer has to design the pipeline stages, the follow-up, the partner tracking and the compliance rules before it does any work. Leaf360 ships with all of that and Lia builds the rest from plain language. #### Can I use Lia with tools outside Leaf360? Yes. The Leaf360 MCP server connects Claude, ChatGPT or any MCP-capable assistant to your Leaf360 workspace, so you can clean up and import data, set up your account, and build templates and automations from the tool you already use. ### Leaf360 vs Total Expert Source: https://www.leaf360.com/compare/leaf360-vs-total-expert Total Expert is an enterprise customer engagement platform sold to lenders, banks and credit unions, usually run by a marketing team on behalf of loan officers. It is a strong choice for an institution that wants central control of every message. Leaf360 is the AI Operating System for mortgage: a loan officer, a branch or a company can start on it today with no implementation project, and Lia builds the campaigns and workflows that a Total Expert deployment would normally hand to a marketing department. Choose Total Expert if you have that department and want it in control. Choose Leaf360 if you want the loan officer to be able to run their own business on day one. What Total Expert is: The enterprise customer engagement platform for banks, lenders and credit unions, now marketed as the Customer Operating System for financial services. Category: Enterprise customer engagement platform. Owner: Total Expert, Minneapolis, venture-backed, sold to institutions; it has been a G2 Leader in mortgage CRM for many consecutive quarters. Built for: Lenders, banks and credit unions with a marketing department that wants central control over every journey and every piece of content. How Total Expert works: Total Expert combines what it calls a system of context and a system of action. Customer IQ, launched in April 2026, enriches every customer with behavioral, intent and relationship data. Journeys use that context to trigger one-to-one engagement, and a compliance workflow makes sure content is reviewed and approved before it goes out. In practice a marketing or CRM operations team configures the journeys, the content and the approvals. Loan officers receive the alerts and the moments; AI assistants handle tasks loan officers do not do consistently. In 2026 Total Expert declared the end of the CRM era and renamed the category the Customer Operating System. We agree the era is over. We disagree about who the operating system is for. Total Expert pricing (Quote only; checked 2026-09-05; source: Total Expert's site, G2, Capterra, leadpops' 2026 guide.): - No public pricing. Enterprise contracts sized to the institution. - Implementation is a project, typically run with Total Expert's professional services. - Contract: Multi-year enterprise agreements are the norm. What Total Expert solves: - Central control and compliance review across thousands of loan officers. - Customer intelligence and journey orchestration at institutional scale. - A vendor that enterprise procurement and security teams already know. What Total Expert does not solve for a mortgage originator: - Not sold to, or priced for, individual loan officers and small teams. - Implementation measured in months, run by professional services. - The loan officer is a recipient of the system, not the person driving it. - No wholesale lender marketplace; it is a retail lender platform. What reviewers say (G2, Capterra, Software Advice, Total Expert press releases, Mortgage Professional America). Praise: - Rated 4.5 on G2 across 130+ reviews, with 92% saying they would recommend it. - Journeys, content and compliance review for large teams; support responsiveness. Complaints: - Implementation takes time. - Some features have not been updated in years, such as open house flyers and the recruiting module; occasional glitches. Leaf360's point of view, by Christian Mourra: Total Expert is excellent at what it is for. If you are a bank with a marketing department and a compliance team, and you want them in control of every message, buy it and budget the year to implement it. Here is where we split. Total Expert built the operating system for the institution. I built the operating system for the loan officer. Both say the CRM era is over, and both are right. But a loan officer at a Total Expert shop still cannot say "nurture my quiet pre-approvals" and have it happen; that request goes to marketing. In Leaf360 the loan officer says it to Lia and it is done, and a company owner still sees production across every branch. Same thesis, opposite starting point. Ours starts free and works today. Switching from Total Expert to Leaf360: 1. Individual loan officers can start Leaf360 free alongside a Total Expert deployment; import your own database and run your own follow-up. 2. Companies moving wholesale get the Enterprise plan: custom seats, admin controls, custom integrations and a dedicated success manager. 3. Journeys become workflows Lia builds from a description; compliance for calls and texts is handled in the same system. Feature by feature, Leaf360 against Total Expert. Our side comes from the Leaf360 plan comparison; Total Expert's side was read from their own published pages on 2026-09-09 (https://www.totalexpert.com/products/ai-center, https://www.totalexpert.com/products/customer-intelligence, https://www.totalexpert.com/features/co-marketing, https://www.totalexpert.com/features/engage-sms). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. Total Expert: Lead management advancing every opportunity in one pipeline. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. Total Expert: Co-marketing with referral partner lead attribution and partner-specific insights. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. Total Expert: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. Total Expert: AI Scenario Assistant returns a priced, branded scenario from the lender's own pricing engine. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. Total Expert: Empower bidirectional, and most major systems claimed. Encompass is not named on their own pages. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. Total Expert: Automated alerts on credit inquiries, rate qualification, equity thresholds and property listings. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. Total Expert: AI Center: AI Sales Assistant, AI Scenario Assistant and AI SMS Assistant, with Customer IQ underneath. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. Total Expert: Not published. Journey Builder is drag and drop, and the AI acts inside journeys a person authored. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. Total Expert: No MCP server published. A REST public API exists. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. Total Expert: AI Sales Assistant holds voice conversations with a warm handoff. Engage SMS is two-way, bulk and group. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. Total Expert: Campaigns, Design Studio, nurture programs and a reporting center. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. Total Expert: TCPA guardrails including time of day, 10DLC, opt-out, approval workflows with an audit trail, RESPA and TILA, SOC 2 and ISO. - Text opt-in, opt-out and recording disclosure. Leaf360: Double opt-in, live STOP and HELP replies, quiet hours, and a recording disclosure that switches to all-party wording by state. Total Expert: Opt-out and disclosure handling inside an approval and audit workflow. Buying it: - Free plan. Leaf360: Free plan, no credit card. Total Expert: Not included. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. Total Expert: No. Demo and quote only. - Category. Leaf360: AI Operating System for mortgage. Total Expert: Enterprise customer engagement platform for lenders and banks. - Who runs it. Leaf360: The loan officer, with Lia doing the setup and the follow-up. Total Expert: A marketing or CRM operations team, on behalf of loan officers. - Time to first value. Leaf360: Minutes: sign up free, import, tell Lia what you need. Total Expert: An implementation project measured in months. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Total Expert: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Total Expert: AI features attached to specific screens. - Wholesale. Leaf360: Leaf360 TPO marketplace built in: find, connect with and stay approved with wholesale lenders. Total Expert: Not part of the product. - Openness. Leaf360: 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. Total Expert: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Total Expert: Quote or sales call first; setup fees or an implementation partner are common. Where Total Expert is the better choice today: - You are a bank or credit union with a marketing department that needs central approval of every piece of outbound content. - You need enterprise procurement, security review and a named implementation team, and you have the budget and calendar for it. - Your loan officers are not expected to run their own marketing, and you prefer it that way. #### Is Total Expert for individual loan officers? Not really. Total Expert is sold to institutions and priced by quote, and its strength is central control by a marketing team. A solo loan officer or a small team is better served by a platform they can start and run themselves. #### Can a large lender use Leaf360? Yes. The Enterprise plan adds custom seats and volume pricing, advanced security and admin controls, a dedicated success manager and custom integrations, while every loan officer still gets Lia on their own desk. #### How long does Leaf360 take to set up? Most loan officers are working in it the same day. You sign up free, import your leads and partners from a CSV, connect your inbox, and tell Lia what campaigns and automations you want. There is no implementation project. ### Leaf360 vs Salesforce for Mortgage Source: https://www.leaf360.com/compare/leaf360-vs-salesforce Salesforce is the most customizable CRM platform there is, and for mortgage that usually means Financial Services Cloud or a Salesforce-based product like Jungo, configured by consultants. Done well, it is the enterprise standard. Done badly, and failed implementations at lenders are common, it leaves loan officers swivel-chairing between Salesforce, the LOS and a spreadsheet. Leaf360 is the AI Operating System for mortgage: the mortgage model is already built, Lia does the configuration from plain language, and it connects to Salesforce for companies that keep it as the system of record. Choose Salesforce if you have an admin team and a multi-year roadmap. Choose Leaf360 if you want loan officers productive this week. What Salesforce is: The most customizable CRM platform there is, sold to mortgage as Financial Services Cloud or through Salesforce-based products, and configured by consultants. Category: General CRM platform, mortgage by configuration. Owner: Salesforce, public company, San Francisco. Built for: Enterprises with an admin team and a multi-year roadmap that want one platform across every line of business. How Salesforce works: Financial Services Cloud adds accounts, loans, mortgages, financial goals and person accounts to the Salesforce platform. An implementation partner configures it for lending: pipeline, disclosures, borrower communications, the LOS connection. After go-live an admin maintains it. Done well it is the enterprise standard. Done badly, and implementation partners publish case studies about rescuing failed lender deployments, it leaves loan officers working across Salesforce, the LOS and a spreadsheet. Salesforce pricing (Published per seat, enterprise; checked 2026-09-05; source: Salesforce pricing pages, SelectHub, implementation partner case studies.): - Financial Services Cloud from $325 per user per month for the Sales or Service edition, $350 for the bundle. - Implementation by a consulting partner is the norm and is priced separately, often larger than the licenses in year one. - Contract: Annual enterprise agreements. What Salesforce solves: - Unlimited customization, custom objects and reporting. - One platform and one admin team across banking, insurance and lending. - Vendor scale for procurement and security review. What Salesforce does not solve for a mortgage originator: - Nothing mortgage-specific exists until the partner builds it, and the partner is a separate cost. - Loan officers are users of an admin's configuration, not owners of their own system. - No agent that builds workflows from plain language; no wholesale marketplace. - Price per seat before implementation is several times a mortgage CRM's. What reviewers say (SelectHub, Capterra, implementation partner writeups). Praise: - Depth, configurability, ecosystem. Complaints: - Cost, implementation risk, complexity for end users. Leaf360's point of view, by Christian Mourra: Salesforce is the platform the enterprise already owns. If your company runs it everywhere else, Jungo or Financial Services Cloud is the honest way to do mortgage inside it, and Leaf360 connects to Salesforce so the two can coexist. For everyone else, the question is whether you want to buy a platform and then pay someone to build a mortgage system on it, or buy the mortgage system. Leaf360 is the second thing, with Lia doing the ongoing configuration, and it starts free. Switching from Salesforce to Leaf360: 1. Export from Salesforce reports as CSV; import into Leaf360 free. 2. If Salesforce stays the system of record, connect the Leaf360 Salesforce integration. 3. Connect the LOS directly in Leaf360; the mortgage model is already built. Feature by feature, Leaf360 against Salesforce. Our side comes from the Leaf360 plan comparison; Salesforce's side was read from their own published pages on 2026-09-09 (https://www.salesforce.com/financial-services/, https://www.salesforce.com/financial-services/cloud/, https://www.salesforce.com/financial-services/pricing/, https://www.salesforce.com/sales/pricing/). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. Salesforce: No shipped loan statuses. Mortgage is a use case on an industry data model you configure. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. Salesforce: Referral routing across lines of business, which is not realtor partner management. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. Salesforce: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. Salesforce: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. Salesforce: None named. The prebuilt APIs listed are Experian, Mastercard, Onfido and wealth tools. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. Salesforce: No credit monitoring product. Experian is a prebuilt API. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. Salesforce: Agentforce, with Einstein and Data 360 underneath. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. Salesforce: Agent builders and Flow, but not a mortgage workflow written from one sentence. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. Salesforce: Salesforce hosted MCP servers, generally available, running under each user's own permissions and audit trail. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. Salesforce: A Sales Cloud dialer, with Sales Engagement at the higher tiers. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. Salesforce: Marketing Cloud, with dynamic email marketing and analytics. - Meeting notes and call transcripts. Leaf360: AI notetaker on paid plans, and call transcripts with the phone system on Pro. Salesforce: Conversation Intelligence at Enterprise and above. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. Salesforce: Compliance rules and data protection for AI. No DNC, TCPA or calling-hours claims on the financial services pages. Buying it: - Free plan. Leaf360: Free plan, no credit card. Salesforce: No free Financial Services Cloud plan. A 30-day trial, and a Free Suite tier on Sales. - Published per-seat pricing. Leaf360: Published on the pricing page, 5% off annual, no setup fee, no implementation project. Salesforce: Included. - Category. Leaf360: AI Operating System for mortgage. Salesforce: General CRM platform, made mortgage-specific through configuration or an add-on product. - Setup. Leaf360: Free sign-up, CSV import, Lia builds the rest. Salesforce: Consultant-led implementation, managed packages, ongoing admin. - Who maintains it. Leaf360: Lia, from your instructions. Salesforce: A Salesforce admin or an implementation partner. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Salesforce: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Salesforce: AI features attached to specific screens. - Mortgage compliance. Leaf360: Calling hours, Do Not Call scrubbing, text consent and recording disclosure built in. Salesforce: Built by your implementation team, or bought as another add-on. - Openness. Leaf360: 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. Salesforce: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Salesforce: Quote or sales call first; setup fees or an implementation partner are common. Where Salesforce is the better choice today: - Your company already runs Salesforce across other lines of business and wants one platform and one admin team for all of them. - You need a degree of custom object modeling and reporting that only a general platform supports, and you have the people to maintain it. - Procurement requires a vendor of Salesforce's size regardless of fit. #### Does Leaf360 integrate with Salesforce? Yes. Leaf360 has a Salesforce integration, so a company that keeps Salesforce as its system of record can run loan officers on Leaf360 and keep the two in sync. #### Is Jungo the same as Salesforce? Jungo is a mortgage CRM built on top of Salesforce. You get Salesforce's platform with a mortgage layer configured for you, and you still need a Salesforce-style setup and annual contract. Leaf360 does not sit on another vendor's platform. #### Why do Salesforce mortgage implementations fail? The usual causes are a partner that skipped core packages, person accounts never configured for consumer lending, and no plan for the LOS connection. The result is loan officers working across three systems. Leaf360 avoids the problem by shipping the mortgage model already built. ### Leaf360 vs Surefire CRM Source: https://www.leaf360.com/compare/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. What Surefire is: ICE Mortgage Technology's marketing CRM, known for a large compliance-reviewed content library and a natural fit for Encompass shops. Category: Marketing CRM within the ICE Mortgage Technology suite. Owner: ICE Mortgage Technology. Surefire's parent, Top of Mind Networks, was bought by Black Knight in 2021, and ICE absorbed Black Knight in 2023. Built for: Enterprise and mid-size lenders standardized on Encompass that want marketing from the same vendor family as the LOS. How Surefire works: Surefire's core is content: a library of professionally produced, compliance-reviewed emails, social posts, videos and print pieces that can be sent automatically to a database segmented by lifecycle. Drag-and-drop setup and pre-built workflows make it usable quickly. It sits inside the ICE family, so the Encompass connection is the expected path, with an API for other systems. The model is library plus automation: pick, personalize, schedule, and let the workflows run. Surefire pricing (Quote only; widely reported range; checked 2026-09-05; source: GetApp, Capterra, Software Advice, Lender Tech Stack review.): - Roughly $99 to $149 per user per month in third-party estimates, with custom enterprise pricing for large teams. What Surefire solves: - Ready-made, compliance-reviewed content across every channel. - Fast setup and an intuitive workflow builder, by reviewer accounts. - One vendor family with the LOS for Encompass shops. What Surefire does not solve for a mortgage originator: - Reviewers cite inconsistent support, slow updates and weak connectivity to third-party mortgage tools. - Content is a library you pick from; nothing writes the message from the client's context. - No wholesale lender marketplace; no compliant phone system as part of the product. - Priced for enterprise; several reviews call it expensive for the value. What reviewers say (Capterra, GetApp, Software Advice, Slashdot, Lender Tech Stack). Praise: - Easy to use, ready out of the box, good content. Complaints: - Lack of support, lack of updates, poor connectivity to other mortgage tools, expensive. Leaf360's point of view, by Christian Mourra: Surefire's library is real, and for a marketing department that wants approved content on a schedule, it works. But a library is the archaic way to automate. Every piece is written for everyone, which means it is written for no one. Lia writes the email for this client, from this client's history, on your brand, and you approve it. That is what personalization was supposed to mean. Being owned by the LOS vendor cuts both ways. Leaf360 connects to Encompass too, and it also connects to Arive, LendingPad and the rest, because we do not have an LOS to protect. Switching from Surefire to Leaf360: 1. Export your database from Surefire as CSV and import into Leaf360 free. 2. Connect Encompass; milestones map to your Leaf360 statuses. 3. Load your logos, colors and voice into the Brand Wiki so everything Lia writes is on brand. 4. Tell Lia the campaigns you ran from the library; she writes the equivalent from your data. - Category. Leaf360: AI Operating System for mortgage. Surefire: Marketing CRM within the ICE Mortgage Technology suite. - Content. Leaf360: Lia drafts campaigns, emails and texts from plain language, on brand through your Brand Wiki. Surefire: Large pre-built content library you pick from and customize. - Encompass. Leaf360: Encompass integration. Surefire: Native to the ICE family. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Surefire: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Surefire: AI features attached to specific screens. - Wholesale. Leaf360: Leaf360 TPO marketplace built in. Surefire: Not part of the product. - Openness. Leaf360: 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. Surefire: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Surefire: Quote or sales call first; setup fees or an implementation partner are common. 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. #### Does Leaf360 work with Encompass? Yes. Leaf360 connects to Encompass, matches milestones to your loan statuses, and pulls loans across so the pipeline stays in sync. #### Do I lose a content library by choosing Leaf360? You trade a library for an author. Lia writes emails and texts from plain language and keeps them on brand with your Brand Wiki, and you save what works as templates. Most loan officers find they use far more of what Lia writes than what a library offers. ### Leaf360 vs RAD CRM Source: https://www.leaf360.com/compare/leaf360-vs-rad-crm RAD CRM is a loan officer CRM built around automated follow-up, ringless voicemail, pre-written templates and LOS integration, designed to be simple to pick up. Leaf360 is the AI Operating System for mortgage: it includes that CRM layer, but adds Lia, an agentic AI that writes and runs the follow-up from plain language, a wholesale lender marketplace, a built-in phone system with compliance handled, and an open platform with 21 integrations and an MCP server. Choose RAD CRM if you want a straightforward follow-up tool with pre-built sequences. Choose Leaf360 if you want the system to do the work. What RAD CRM is: A loan officer CRM bundling pipelines, email and SMS marketing, funnels, websites, courses and an agent-discovery engine, with LendingPad and other LOS integrations. Category: Loan officer CRM and marketing bundle. Owner: RAD CRM (theradcrm.com), a small founder-led company active in the LendingPad community. Built for: Individual loan officers who want a lot of marketing surface in one subscription and a database of real estate agents to prospect. How RAD CRM works: RAD CRM packages a general marketing platform, funnels, websites, memberships, courses, social scheduling, into a loan officer workflow, and adds mortgage pieces: LOS integrations, pre-written templates, and on the Master plan an agent database and home-value reports for prospecting real estate agents and past clients. Communication is usage-billed on top of the subscription, so the monthly cost depends on how much you call and text. RAD CRM pricing (Published per account plus usage; checked 2026-09-05; source: theradcrm.com pricing page.): - Expert: $197 per month. LOS integrations, unlimited pipelines and contacts, email marketing, automations, calendar, unlimited websites, funnels, memberships and courses, conversational AI, forms, SMS and email templates, social media management. - Master: $350 per month. Everything in Expert plus the RETR agent engine: agent discovery by location, volume and loan type, monthly home value reports, automated agent engagement, past-client alerts and a refi tracker. - Team members $25 each per month. Calls, texts and email are billed per unit on top, with a $10 starting credit. What RAD CRM solves: - A lot of marketing surface for one price: websites, funnels, courses, social. - Agent discovery and refi tracking on the Master plan. - LendingPad integration for shops on that LOS. What RAD CRM does not solve for a mortgage originator: - The feature list reads like a general marketing platform tuned for loan officers; the mortgage model is thinner than the marketing one. - Usage billing for calls and texts on top of $197 to $350 per month. - Pre-written templates and scheduled automations, not an agent that writes and runs follow-up from context. - No wholesale lender marketplace or lender guideline answers. What reviewers say (theradcrm.com, loanofficer.ai, Mortgage Advisor Tools). Praise: - Removes friction with LendingPad; broad feature set. Complaints: - Few public reviews on the major listing sites as of the checked date. Leaf360's point of view, by Christian Mourra: RAD CRM gives a loan officer a lot of tools for the money, and the agent engine is a smart idea. My objection is the same one I have to every bundle: more tools is not the answer, less work is. Leaf360's partner performance analytics tell you which agents are actually sending closings, Lia writes the outreach, and it happens without you building a funnel. And the pricing is per seat, published, with a free plan, not a subscription plus a meter. Switching from RAD CRM to Leaf360: 1. Export contacts and agents as CSV and import into Leaf360 free. 2. Connect LendingPad; it syncs both ways. 3. Give Lia your agent list; partner pipelines, the partner portal and performance analytics take over from there. - Category. Leaf360: AI Operating System for mortgage. RAD CRM: Loan officer CRM focused on automated follow-up. - Follow-up. Leaf360: Lia writes each touch from the client's context and adapts to how they communicate. RAD CRM: Pre-written sequences you assign. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. RAD CRM: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. RAD CRM: AI features attached to specific screens. - Wholesale. Leaf360: Leaf360 TPO marketplace built in. RAD CRM: Not part of the product. - Openness. Leaf360: 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. RAD CRM: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. RAD CRM: Quote or sales call first; setup fees or an implementation partner are common. Where RAD CRM is the better choice today: - You want a simple follow-up tool with ringless voicemail and pre-written sequences, and nothing more. - Your team already runs on it and the automations you have are doing the job. #### Is Leaf360 harder to learn than a simple CRM? No. Most of Leaf360 is a conversation with Lia. You tell her what you want in plain language, and she builds it. There is a free plan, so you can try it with your own pipeline before deciding. #### Does Leaf360 do ringless voicemail? Leaf360's phone system on Pro covers calling, texting, recording, transcripts and voicemail, with compliance rules handled. If a specific outreach channel matters to you, check the pricing page comparison table for exactly what each plan includes. ### Leaf360 vs the Cobbled Stack of Seven Tools Source: https://www.leaf360.com/compare/leaf360-vs-the-cobbled-stack The real competitor to Leaf360 is not another CRM. It is the stack most loan officers actually run: a CRM, an email marketing tool, a texting app, a dialer, a social scheduler, a compliance tracker, the LOS, and the spreadsheets that fill the gaps between them. Each tool is fine on its own. Together they leak: follow-up falls through, data is retyped, and nobody owns the whole picture. Leaf360 is the AI Operating System for mortgage that replaces the stack with one system, run by Lia, and it connects to whatever you decide to keep. - CRM. Leaf360: Lead, loan and referral partner pipelines, custom fields, import and export. The cobbled stack: A standalone CRM, often built for real estate or general sales. - Email and texting. Leaf360: Connected inbox, campaigns and sequences written by Lia, phone and texting on Pro. The cobbled stack: An email tool, a texting app and a dialer, each with its own contact list. - Marketing. Leaf360: Brand Wiki, AI email and SMS builder, AI website builder. The cobbled stack: A design tool, a website builder and a social scheduler. - Compliance. Leaf360: Calling hours, Do Not Call, consent and recording disclosure handled in the same system that sends the message. The cobbled stack: A separate tracker, or a policy document nobody checks. - Wholesale. Leaf360: Leaf360 TPO marketplace: find lenders, connect, stay approved. The cobbled stack: Email threads, PDFs and a spreadsheet of renewal dates. - AI. Leaf360: Lia, one agent across all of it, usable inside Claude or ChatGPT through MCP. The cobbled stack: A chatbot bolted onto one of the tools, or none. - Openness. Leaf360: 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. The cobbled stack: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. The cobbled stack: Quote or sales call first; setup fees or an implementation partner are common. When the stack is the better choice today: - One tool in your stack is genuinely best-in-class for a job that is central to your business, and you would rather integrate around it. Leaf360 connects to it. - Your team is large enough to have someone whose job is keeping the tools in sync, and that person is good at it. #### What tools does Leaf360 replace? For most loan officers: the CRM, the email marketing tool, the texting app, the dialer, the compliance tracker, the website builder and the spreadsheets between them. It connects to the LOS rather than replacing it. #### Do I have to move everything at once? No. Start free, import your contacts, and connect the tools you keep. Leaf360 has integrations for Encompass, Arive, LendingPad, Follow Up Boss, HubSpot, Salesforce, GoHighLevel, Zapier and more, so the stack shrinks at your pace. #### Is Leaf360 an all-in-one CRM? Leaf360 includes a CRM, but it is an AI Operating System for mortgage: CRM, communication intelligence and wholesale infrastructure in one platform, run by Lia. The difference is that the system does the work, rather than giving you more screens to work in. ### Leaf360 vs Bonzo Source: https://www.leaf360.com/compare/leaf360-vs-bonzo Bonzo is a conversation automation tool: text, email, ringless voicemail and video messages on a schedule, built to keep a loan officer in constant contact. Its own fans say the same thing its critics do: it is not a full CRM. There is no digital 1003, no client portal, and no native connection to the major loan origination systems, so it sits on top of another system. Leaf360 is the AI Operating System for mortgage: the follow-up engine is inside it, written per client by Lia rather than scheduled from a sequence, and the CRM, the LOS sync, the wholesale marketplace and the compliant phone system are all the same product. Choose Bonzo if you already have a CRM you like and only want a texting layer. Choose Leaf360 if you want one system. What Bonzo is: A conversation automation platform for loan officers: text, email, ringless voicemail and video on a schedule, sitting on top of whatever CRM you already have. Category: Sales engagement layer. Owner: Bonzo, acquired by MMI (Mobility Market Intelligence), which also owns other mortgage data and marketing tools. Built for: Loan officers whose bottleneck is follow-up and who already have a system of record. How Bonzo works: You load contacts, assign them to sequences, and Bonzo sends personal-feeling texts, emails, ringless voicemails and video messages on the schedule you set. Replies land in a conversation inbox. It is deliberately narrow: keep the loan officer in constant, human-sounding contact. Bonzo's own positioning and its reviewers agree that it is an engagement engine that works alongside a CRM, not instead of one. There is no digital 1003, no client portal, and no native connection to the major loan origination systems. Bonzo pricing (Quote only; checked 2026-09-05; source: Capterra, G2, Software Advice, Tomba, BNTouch's comparison page.): - No published per-seat pricing; quotes vary by team size, implementation scope and add-ons. What Bonzo solves: - Multi-channel follow-up that feels personal, at scale. - Customizable messaging and an active support team, per positive reviews. What Bonzo does not solve for a mortgage originator: - Not a full CRM: no LOS integration, no application, no portal, so you still need another system. - Sequences are scheduled, not written per client from context. - Recent reviews report support disappearing, texts failing to send and phone verification stuck for months. - No wholesale marketplace, no compliant phone system as a product. What reviewers say (G2, Capterra, Software Advice). Praise: - Message customization; responsive support in earlier reviews. Complaints: - A three-year user describing support that vanished; six months waiting on number verification; paid setup requests unfulfilled. Leaf360's point of view, by Christian Mourra: Bonzo solved a real problem: loan officers do not follow up, so automate the follow-up. I agree with the diagnosis. I disagree with the cure. A scheduled sequence is still a template with a timer. Lia writes each touch from what she knows about that client and that file, decides the channel, and pauses when the LOS says the loan is under contract. And it happens inside the system that holds the pipeline, the partners and the compliance rules, so there is no second tool to keep in sync. Switching from Bonzo to Leaf360: 1. Export contacts from Bonzo and import into Leaf360 free. 2. On Pro, port or add a line so texting continues; opt-in, opt-out and quiet hours are handled by Leaf360. 3. Tell Lia which sequences mattered. She rewrites them as per-client follow-up you approve. - Category. Leaf360: AI Operating System for mortgage. Bonzo: Sales engagement and follow-up layer on top of a CRM. - Follow-up. Leaf360: Lia writes each touch from the client's context and adapts channel, tone and cadence. Bonzo: Scheduled sequences across text, email, ringless voicemail and video. - LOS. Leaf360: Encompass, Arive, LendingPad, Calyx, Byte, Lodasoft and Doma. Bonzo: No native integration with the major loan origination systems. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Bonzo: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Bonzo: AI features attached to specific screens. - Texting compliance. Leaf360: Opt-in, opt-out, quiet hours and Do Not Call handled by Leaf360 on Pro. Bonzo: Depends on your number registration and your own rules. - Openness. Leaf360: 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. Bonzo: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Bonzo: Quote or sales call first; setup fees or an implementation partner are common. Where Bonzo is the better choice today: - You have a CRM you are keeping and want only a texting and video follow-up layer on top of it. - Your team is small, relationship-driven, and lives in text; you do not need pipeline reporting or an LOS connection. #### Is Bonzo a CRM? Bonzo describes itself as a sales engagement platform, and reviewers agree it works best as a layer on top of a CRM rather than a replacement for one. It does not include a digital application, a client portal or native LOS integrations. #### Does Leaf360 do text and video follow-up? Yes. On Pro, Leaf360 includes a phone line with unlimited calls and texts, SMS templates, an AI SMS builder, and Lia writing follow-up per client. Compliance rules for texting are handled in the same system that sends the message. ### Leaf360 vs Insellerate Source: https://www.leaf360.com/compare/leaf360-vs-insellerate Insellerate is built for consumer direct lenders and call centers: skill-based and weighted lead routing, dialer integration, speed to contact, multi-channel campaigns run centrally. If you buy internet leads at volume and route them to a floor of loan officers, that is its home turf. Leaf360 is the AI Operating System for mortgage for the referral-driven loan officer, team and company: the pipeline, the referral partners, the wholesale marketplace and Lia writing the follow-up per client. Choose Insellerate if speed to contact on purchased leads is the business. Choose Leaf360 if relationships and referral partners are. What Insellerate is: A lead management and engagement platform for high-volume lenders: routing, dialer, speed to lead and multi-channel campaigns run centrally. Category: Lead distribution and engagement platform. Owner: Insellerate, privately held, built by mortgage professionals for consumer direct and call-center lending. Built for: Consumer direct shops, call centers and multi-channel lenders where speed to lead and routing decide conversion. How Insellerate works: Leads arrive from purchased sources, forms and calls, and Insellerate routes them by skill, weight, state licensing and availability to a sales floor, with a dialer and scripting built in. Campaigns across text, email and voice keep the lead engaged until contact, and management sees every attempt. It is a mortgage-only product and reviewers say it does lead management better than anything they have used. They also say it carries the feel of an older system. Insellerate pricing (Quote only; widely reported range; checked 2026-09-05; source: Capterra, SoftwareWorld, leadpops' 2026 guide, BankingBridge.): - Roughly $65 to $95 per user per month in third-party estimates; official pricing by contacting the vendor. What Insellerate solves: - Intelligent lead distribution for large floors, including licensing-aware routing. - Speed to lead with dialer, scripting and inbound call routing. - Built by people who ran mortgage sales floors. What Insellerate does not solve for a mortgage originator: - Referral partners and relationship selling are not the focus. - An older interface without AI-native features, by reviewer account. - No wholesale marketplace; no agent that builds workflows from plain language. What reviewers say (Capterra, SoftwareWorld, BankingBridge, Sure Send). Praise: - Best-in-class lead management; built by mortgage professionals. Complaints: - Dated feel; not for loan officers who want a modern or AI-native experience. Leaf360's point of view, by Christian Mourra: Insellerate is the right tool for a call center. If your business is buying leads and converting them on the phone at volume, I would not move you off it. Leaf360 is built for the referral-driven loan officer, team and company. Partners, past clients and agents are first-class, Lia writes the follow-up per person, and a broker's wholesale side lives in the same system. It routes leads to teams too; it just does not assume you run a dialer floor. Switching from Insellerate to Leaf360: 1. Export leads and contacts as CSV and import into Leaf360 free. 2. Set up teams and assignment routing on Core and above. 3. Connect your lead sources through public lead forms, the inbound email parser or Zapier. - Category. Leaf360: AI Operating System for mortgage. Insellerate: Lead distribution and engagement platform for consumer direct lending. - Built for. Leaf360: Loan officers, brokers, teams and companies whose business is referrals and relationships. Insellerate: High-volume call centers routing purchased leads to a sales floor. - Referral partners. Leaf360: Partner pipelines, partner portal, partner performance analytics, outreach written by Lia. Insellerate: Not the focus. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Insellerate: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Insellerate: AI features attached to specific screens. - Wholesale. Leaf360: Leaf360 TPO marketplace built in. Insellerate: Not part of the product. - Openness. Leaf360: 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. Insellerate: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Insellerate: Quote or sales call first; setup fees or an implementation partner are common. Where Insellerate is the better choice today: - You run a consumer direct call center and lead routing rules, dialer integration and contact speed are your conversion drivers. - You buy leads at volume and need weighted, skill-based and state-licensing routing across a large floor. #### Does Leaf360 route leads to a team? Yes. On Core and above, admins group people into teams and route unassigned leads, loans and contacts to the right person automatically. It is built for teams and branches rather than for a dialer floor. #### Can Leaf360 handle purchased internet leads? Yes. Public lead forms, the inbound email parser and integrations with lead sources bring leads in, and Lia follows up immediately. If your whole model is a call center dialing purchased leads, a dialer-first platform may still fit better. ### Leaf360 vs Velocify Source: https://www.leaf360.com/compare/leaf360-vs-velocify Velocify is ICE Mortgage Technology's lead management suite: LeadManager for distribution, Dial-IQ for the dialer, Pulse for automation, LoanEngage for referrals. It is enterprise software for scaling a sales team, priced per license by quote, and reviewers say it is overkill for a small referral-driven team. Leaf360 is the AI Operating System for mortgage: one system for the loan officer, the team or the company, with Lia writing the follow-up, a wholesale marketplace, a compliant phone system, and a free plan to start. Choose Velocify if you are an enterprise inside the ICE ecosystem scaling a lead-conversion floor. Choose Leaf360 if you want loan officers running their own business on one system this week. What Velocify is: ICE Mortgage Technology's lead management and dialer suite, built to scale sales floors that convert internet leads at volume. Category: Enterprise lead management and dialer suite. Owner: ICE Mortgage Technology, which inherited Velocify through Ellie Mae's 2017 acquisition. Built for: High-volume consumer direct and call-center lending operations. How Velocify works: Velocify is a suite: LeadManager for lead capture, scoring and distribution, Dial-IQ for the dialer, Pulse for automation, and LoanEngage for referral partner management. The design goal is speed to contact and disciplined follow-up on every lead, with every attempt logged and measured. It is administered as enterprise software, sold and implemented through ICE, and tuned for teams whose model is converting purchased leads on the phone. Velocify pricing (Quote only, per license; checked 2026-09-05; source: TrustRadius, Software Advice, Cuspera.): - Tiered per-license monthly pricing, not published; reviewers say it suits scaling sales teams rather than small ones. What Velocify solves: - Lead distribution rules and contact speed at scale. - Transparent tracking of every follow-up attempt for sales management. - A vendor inside the Encompass ecosystem. What Velocify does not solve for a mortgage originator: - Overkill and over-priced for a referral-driven loan officer or small team, by reviewers' own account. - Enterprise sales and implementation before you see value. - No wholesale marketplace; no agent that builds workflows from plain language. What reviewers say (TrustRadius, Software Advice, Cuspera). Praise: - Tracks every follow-up and the speed of reaching new leads; strong support from long-term users. Complaints: - Per-license tiers make it a poor fit for small teams; pricing requires a sales conversation. Leaf360's point of view, by Christian Mourra: If you run a floor of loan officers dialing purchased leads, Velocify was built for you, and ICE will support it for years. Most of the loan officers I talk to do not run that business. They run relationships: agents, past clients, referrals. Leaf360 is built for that business, with partner pipelines and outreach Lia writes, and it starts free instead of with a procurement cycle. Switching from Velocify to Leaf360: 1. Export leads and contacts as CSV and import into Leaf360 free. 2. Connect Encompass to keep loan status flowing. 3. Set up teams and lead routing in Leaf360 on Core and above; Lia handles the first touch. - Category. Leaf360: AI Operating System for mortgage. Velocify: Enterprise lead management and dialer suite within ICE Mortgage Technology. - Built for. Leaf360: Loan officers, brokers, teams and companies. Velocify: High-volume sales teams converting internet leads at scale. - Setup. Leaf360: Sign up free, import a CSV, tell Lia what you need. Velocify: Enterprise sales and implementation. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Velocify: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Velocify: AI features attached to specific screens. - Encompass. Leaf360: Encompass integration. Velocify: Native to the ICE family. - Openness. Leaf360: 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. Velocify: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Velocify: Quote or sales call first; setup fees or an implementation partner are common. Where Velocify is the better choice today: - You are an enterprise lender standardized on Encompass and want lead management from the same vendor. - Your model is high-volume lead conversion with a dialer floor, and you have the procurement and implementation capacity for enterprise software. #### Is Velocify for individual loan officers? Velocify is sold per license by quote to sales organizations, and reviewers note it may not suit a small team. A loan officer or small team is better served by a platform they can start and run themselves. #### Does Leaf360 work with Encompass? Yes. Leaf360 connects to Encompass, matches milestones to your loan statuses, and keeps the pipeline in sync. ### Leaf360 vs Floify Source: https://www.leaf360.com/compare/leaf360-vs-floify Floify and Leaf360 are not the same kind of product. Floify is a point of sale: the branded portal where a borrower completes the application, uploads documents, signs authorizations and checks status. It does that job well, and its own users say it does not replace a CRM. Leaf360 is the AI Operating System for mortgage: lead capture, pipeline, referral partners, follow-up written by Lia, the wholesale marketplace, calling and compliance, everything that happens before a borrower reaches the application and after the loan closes. Many teams run both. If you are choosing between them, you are asking the wrong question; you are choosing between Leaf360 and the rest of your stack. What Floify is: A mortgage point of sale: the branded portal where borrowers apply, upload documents, e-sign and check status. Category: Point of sale and borrower portal. Owner: Porch Group, which acquired Floify in October 2021. More than 1,500 companies use it. Built for: Loan officers and lenders who need a borrower-facing application and document portal. How Floify works: Floify replaces the paper application. A borrower gets a branded link, completes the 1003, uploads the documents on the checklist, signs authorizations, and watches loan status update. Loan officers and processors manage the needs list and the reminders; agents can be kept in the loop. It connects to loan origination systems so the application flows into the file, and to credit and verification services. It is not a CRM and does not claim to be one. Floify pricing (Published per seat; checked 2026-09-05; source: Capterra, GetApp, G2, Software Advice.): - Starts at $79 per user per month; reviewers describe pricing as higher than similar point-of-sale tools. What Floify solves: - Document collection and application intake, with automated reminders. - A professional borrower experience with e-sign and status updates. - Ease of use, which reviewers praise consistently. What Floify does not solve for a mortgage originator: - Nothing before the application: no lead nurture, no partner management, no follow-up engine. - Nothing after closing: no past-client cadence, no credit monitoring. - Per-seat pricing on top of whatever CRM you run. What reviewers say (Capterra, GetApp, G2, Software Advice). Praise: - Ease of use, automation of the document chase, borrower experience. Complaints: - Price relative to similar tools. Leaf360's point of view, by Christian Mourra: Floify is not a competitor. It is a point of sale, and a good one. If your LOS does not include a borrower application you like, Floify is a reasonable answer. The reason it is on this page is that people ask. Leaf360 is the operating system around the application: the lead before it, the partner who sent it, the follow-up while it is in process, the credit watch after it closes. Many teams run both. The question is not Leaf360 or Floify; it is Leaf360 or the rest of your stack. Switching from Floify to Leaf360: 1. Keep Floify for intake if it works for you; Leaf360 connects to the LOS the application lands in. 2. Import your database into Leaf360 free and let Lia run the follow-up before and after the application. - Category. Leaf360: AI Operating System for mortgage. Floify: Mortgage point of sale and borrower portal. - Covers. Leaf360: Lead to close and every year after: pipeline, partners, follow-up, wholesale, calling, compliance. Floify: Application intake, document collection, disclosures, status updates. - Follow-up. Leaf360: Lia writes and runs nurture, partner outreach and post-close touches. Floify: Not the purpose of the product. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. Floify: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. Floify: AI features attached to specific screens. - Openness. Leaf360: 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. Floify: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. Floify: Quote or sales call first; setup fees or an implementation partner are common. Where Floify is the right tool: - You need a borrower-facing application and document portal today. That is Floify's job, not Leaf360's. - Your LOS already includes a point of sale you are happy with, in which case you may need neither. #### Does Leaf360 replace Floify? No. Floify is a point of sale for the application and documents. Leaf360 is the operating system around it: leads, pipeline, partners, follow-up, wholesale and calling. Teams that use a point of sale keep it and run Leaf360 for everything else. #### Does Leaf360 have a borrower portal? Leaf360 has Credit Watch on paid plans, a portal where clients enrolled in soft-pull credit monitoring see their score and alerts. It is not an application intake portal. ### Leaf360 vs HubSpot for Mortgage Source: https://www.leaf360.com/compare/leaf360-vs-hubspot HubSpot is one of the best general CRMs there is, with a real free tier and the strongest inbound marketing tools in the category. For mortgage it has three gaps that every honest guide lists: no native loan origination system integration, no mortgage pipeline stages, and no calling or texting compliance out of the box. Shops that use it either build all of that or buy a third-party connector. Leaf360 is the AI Operating System for mortgage with the mortgage model already built, and it connects to HubSpot, so a company running HubSpot for marketing can keep it and run loan officers on Leaf360. Choose HubSpot if inbound content marketing is the core of your business and you have someone to configure it for mortgage. Choose Leaf360 if you want loan officers productive on day one. What HubSpot is: One of the best general CRMs, with the strongest inbound marketing tools in the category and a real free tier, configured by hand for mortgage. Category: General CRM and marketing platform. Owner: HubSpot, public company, Cambridge, Massachusetts. Built for: Marketing-led businesses of any kind; mortgage shops that want inbound content marketing and will build the mortgage layer. How HubSpot works: HubSpot is a contact database with marketing, sales and service hubs around it. For mortgage you create custom properties and pipeline stages, build workflows, and either buy a connector to your LOS or live without one. Its blogging, landing page, SEO and email tools are the reason marketing-driven shops choose it. There are no mortgage pipeline stages, no TCPA or RESPA features, and no LOS integration out of the box. Both HubSpot's own mortgage guide and independent reviewers say it does not replace a purpose-built mortgage CRM for most origination shops. HubSpot pricing (Published per seat, tiered by hub; checked 2026-09-05; source: HubSpot pricing, Fuzen, leadpops, Integrate IQ, Proven ROI.): - Free CRM with essential features. - Sales Hub from roughly $15 to $20 per seat on Starter, about $100 per seat on Professional, more on Enterprise; Marketing Hub priced separately. - Mortgage LOS connectors are third-party and paid: Integrate IQ, Proven ROI and similar. What HubSpot solves: - Inbound marketing: content, landing pages, SEO and email automation that are best in class. - A free tier and a huge integration marketplace. - Familiarity: many marketers already know it. What HubSpot does not solve for a mortgage originator: - No native LOS integration; connectors cost extra and need setup. - No mortgage pipeline, partner model, lender marketplace or calling compliance out of the box. - Professional tiers get expensive per seat once you need automation. What reviewers say (HubSpot's own mortgage CRM post, Fuzen, Integrate IQ, leadpops). Praise: - Marketing automation, ease of use, ecosystem. Complaints: - Price at the Professional tier; mortgage-specific gaps. Leaf360's point of view, by Christian Mourra: If content marketing is your growth engine, HubSpot is the best tool for it, and Leaf360 connects to it so you can keep it. It is not where a loan officer should run the business. The mortgage model has to be built by hand, the LOS costs extra to connect, and there is no one inside it who understands a pre-approval going quiet. Leaf360 ships with the model and with Lia. Run marketing in HubSpot if you love it; run the loans in Leaf360. Switching from HubSpot to Leaf360: 1. Connect the Leaf360 HubSpot integration so contacts stay in sync, or export and import free. 2. Connect your LOS directly in Leaf360; no connector to buy. 3. Move follow-up to Lia and keep HubSpot for content and landing pages. Feature by feature, Leaf360 against HubSpot. Our side comes from the Leaf360 plan comparison; HubSpot's side was read from their own published pages on 2026-09-09 (https://www.hubspot.com/products/crm, https://www.hubspot.com/products/sales, https://www.hubspot.com/products/marketing/sms, https://developers.hubspot.com/mcp). A cell reading "not published" means the capability is absent from those pages, which is not the same as absent from the product. Mortgage depth: - Mortgage loan pipeline with custom stages. Leaf360: Sales, loan and referral partner pipelines kept separate, with loan statuses mapped from your LOS. HubSpot: No. Deal pipelines, with custom objects at Enterprise. - Referral partner pipeline and analytics. Leaf360: Partner pipeline with its own stages, plus partner performance with a conversion funnel on Core. HubSpot: Not published. - Wholesale lender marketplace. Leaf360: Leaf360 TPO marketplace, included on every plan including Free. HubSpot: Not included. - Lender guideline answers with cited sources. Leaf360: Lia reads the guideline documents attached to your connected lenders and cites the source. HubSpot: Not included. - LOS integrations. Leaf360: Encompass, Arive and LendingPad two-way, plus Calyx, Byte, Lodasoft and Doma. HubSpot: None. - Borrower credit monitoring. Leaf360: Credit Watch soft-pull monitoring with a borrower portal, on paid plans. HubSpot: Not included. AI and openness: - The AI, by name. Leaf360: Lia, with six specialist modes, an AI Coach and Deep Mode. HubSpot: Breeze: Breeze Assistant, the Prospecting Agent and the Customer Agent. - AI that builds the workflow from plain language. Leaf360: A blank workflow opens with a prompt box, and Lia builds the trigger and the steps. HubSpot: Not published. Workflows and sales automation you build. - MCP server for Claude, ChatGPT and other clients. Leaf360: Leaf360 MCP server, on every plan for a limited time. HubSpot: Two official MCP servers: a remote one for CRM read and write, and a local developer server. Communication and marketing: - Built-in calling and texting. Leaf360: One line with unlimited calls and texts on Pro, with porting, recording and transcripts. HubSpot: Call tracking with a power dialer, voicemail drops and CRM logging. SMS is a paid add-on on certain plans, US numbers only. - Email campaigns with delivery analytics. Leaf360: Bulk and scheduled campaigns through the Pro marketing add-ons, reported per recipient. HubSpot: Marketing Hub: email, landing pages, analytics and attribution. - Meeting notes and call transcripts. Leaf360: AI notetaker on paid plans, and call transcripts with the phone system on Pro. HubSpot: Conversation Intelligence, with meeting capture and transcript analysis. - Website and landing page builder. Leaf360: AI website builder on Core, plus hosted and embeddable lead forms on every plan. HubSpot: A landing page builder inside Marketing Hub. Compliance: - Do Not Call scrubbing and calling-hours enforcement. Leaf360: Federal, state and internal DNC scrubbing, and calling hours with stricter state windows applied automatically, on Pro. HubSpot: SMS opt-in consent and quiet hours by each recipient's local time. DNC and call recording not published. Buying it: - Free plan. Leaf360: Free plan, no credit card. HubSpot: A free CRM with no expiration date. - Category. Leaf360: AI Operating System for mortgage. HubSpot: General CRM and marketing platform. - Mortgage-specific out of the box. Leaf360: Lead, loan and partner pipelines, LOS sync, TPO marketplace, loan scenarios, compliance. HubSpot: None; built by configuration or a third-party mortgage connector. - LOS. Leaf360: Encompass, Arive, LendingPad, Calyx, Byte, Lodasoft and Doma. HubSpot: Through paid third-party connectors. - What it replaces. Leaf360: The whole cobbled stack: CRM, email tool, texting tool, marketing software, and the spreadsheets between them. HubSpot: One tool inside that stack. - AI model. Leaf360: Lia, an agentic AI that builds workflows from plain language and works inside Leaf360, Claude, or ChatGPT. HubSpot: AI features attached to specific screens. - Inbound marketing. Leaf360: AI website builder, public lead forms, Brand Wiki, campaigns written by Lia. HubSpot: Best-in-class blogging, landing pages, SEO and marketing automation. - Openness. Leaf360: 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. HubSpot: Closed system; you work inside their screens. - Getting started. Leaf360: Free plan with no credit card, published pricing, no setup fee, no implementation project. HubSpot: Quote or sales call first; setup fees or an implementation partner are common. Where HubSpot is the better choice today: - Inbound content marketing, blogging and SEO are the core of your growth and you want the best general tools for them. - Your company runs HubSpot across other lines of business and has an admin who will build the mortgage layer. #### Does Leaf360 integrate with HubSpot? Yes. Leaf360 has a HubSpot integration and a HubSpot workflow connector, so a company that keeps HubSpot for marketing can run loan officers on Leaf360 and keep contacts in sync. #### Can HubSpot connect to my LOS? Not natively. Third-party connectors exist for Encompass and other systems at extra cost. Leaf360 connects to seven loan origination systems directly. ## Blog ### What happens after you click Start free Source: https://www.leaf360.com/blog/what-happens-after-you-click-start-free. Published 2026-09-14. By Christian Mourra. The last question people ask me before they sign up is almost never about features. It's some version of "what actually happens after I click the button?" Fair question. Most software answers it with a setup wizard that assumes you have a free afternoon, and most of us don't. So here's the plain version: what the Free plan gives you, a checklist for the first session, what to do in the sessions after that, what Lia does on her own and what she waits on you for, and when paying us starts to make sense. ## What Free actually includes No credit card. Free doesn't ask for one. Inside it you get 5,000 each of leads, loans and referral partners, which is more database than most people bring over on day one. Email from your own inbox is unlimited on every plan, Free included. Connect a Google or Outlook account in Settings, and every one-to-one email you send from Leaf360 goes out from your own address with no monthly cap. Campaign email is a different thing, and I want to be clear about the line. A blast to a whole pipeline, or the mail a workflow sends on its own, runs through the marketing add-ons, and those live on Pro. Emailing a client about their conditions from your connected Gmail is inbox email, and that's unlimited on Free. You also get 100 Ask Lia credits a month. How many a request uses depends on the job, and I'm not going to quote you a per-question number, because it'd be wrong half the time. Everyday questions cost far less than document review or a long research run. Paid plans are unlimited, so you stop counting. The Leaf360 TPO marketplace is on Free as well. Browse wholesale lenders, ask a scenario, connect with an AE, before you've paid us anything. And for a limited time the Leaf360 MCP server is on every plan, Free included, which is how people run their Leaf360 workspace from Claude or ChatGPT. Prices for everything above Free are on the [pricing page](/pricing). I'm not going to restate them here and let them drift. ## The first four things to do These are the four in order. The checklist version is right after, if you'd rather tick boxes. **Connect your mailbox.** This is the one that changes the product from a database into something you work in. Once Google or Outlook is connected, your email lands in the Leaf360 inbox next to calls, texts and partner conversations, and Lia can read and draft against it. Nothing else you set up matters as much. **Set your stages before you import anything.** Leaf360 keeps three stage sets apart on purpose: sales stages for leads before they apply, loan stages mapped from the statuses your LOS sends, and business partner stages for agents and title reps. Filters, mass actions, SLA rules and the stage picker on every record all read from that setup. Build it after you've worked a few hundred records and you're remapping records you've already touched. **Import your database.** The importer is four steps. Choose leads or partners, upload the CSV, map your columns to fields, then review every row with the mapping applied and fill in anything missing in bulk. Partners need a first and last name. Leads are looser than that. Two things to know before you run it. A row matching a record you already have updates that record instead of creating a second one. The finished import reports Created and Updated as separate counts, but it won't tell you in advance which rows will match. So run fifty records first and read the counts. And if a whole import goes wrong, Import History under Data and Integrations in Settings will reverse it, showing you exactly what it deletes and restores before you confirm. Loans use a separate importer. Do not mix them. I wrote the longer version of this in [how to switch mortgage CRMs without losing a deal](/blog/how-to-switch-mortgage-crms-without-losing-a-deal). **Ask Lia one small question.** Not the big one. Something you already know the answer to, like which leads in your pipeline need attention today. The point is to see the shape of an answer and the Results panel it lands in before you trust her with something that matters. ## Your first session, as a checklist One sitting. I'm not going to tell you how long, because it depends on the size of your export and how tidy it is. Stop when you've ticked the last box, not when a timer says so. - [ ] Sign up on Free. No card. - [ ] Connect your Google or Outlook mailbox under Settings. Your email shows up in the Inbox next to calls, texts and partner conversations. - [ ] Set your stages before you import anything: sales stages, loan stages, business partner stages. Use the words you actually say about your pipeline. - [ ] Export your leads and business contacts from wherever they live today as CSV. - [ ] Import a sample of about fifty rows, leads and partners separately. Read the Created and Updated counts. - [ ] Open a handful of imported records and check phone, email, source and assignee. - [ ] Ask Lia one small question you already know the answer to, like which leads in your pipeline need attention today, and look at where the answer lands. That's the whole first session. Everything else can wait. ## The sessions after that None of these are required to start working, and none of them has a fixed length. Take them in this order when you're ready. - [ ] **Session two: the rest of your database.** Run the remaining slices through the importer, fix any failed rows from the error list, and confirm every lead has an owner. If your loans live in Encompass or Arive, an administrator connects the LOS from Settings and checks the status mapping in both directions; then change one status on a test loan, or in the LOS sandbox, and watch the loan move. Every integration needs its own credentials and mapping set up before it does anything, so budget a real session for it. - [ ] **Session three: the first workflow.** Describe your new-lead follow-up to Lia in plain language. She builds it turned off. Test it in Sample Data mode, then as a dry run against a real record; neither sends anything. Turn it on only after you've read what it does. - [ ] **Session four: templates and partners.** Build the two or three email templates you send most, and move your referral partners through the partner stages you set up on day one. If you're moving from another CRM, the full version of this, with the migration checklist, is [how to switch mortgage CRMs without losing a deal](/blog/how-to-switch-mortgage-crms-without-losing-a-deal). If you're still comparing products, the [demo scorecard](/blog/mortgage-crm-demo-scorecard) is the ten questions I'd put to every vendor, us included. ## What Lia does, and what she waits for This is the part people are actually nervous about, so I'll be specific. **Records are proposed, not written.** Ask her to create a lead, a contact, a loan, a task or a note, and she puts a record card in the Results panel with the fields she understood, anything still required marked. You edit it, then click the button at the bottom. Only then does the record exist. Close the panel without clicking and nothing was saved. **Workflows are created as drafts.** Describe an automation and she gathers the trigger, the actions, the timing and the conditions, summarizes what she's about to build, and creates it turned off. Turning it on is a separate thing you do after reading it. **Texts are the exception, and they send immediately.** Ask Lia to text a client and the message goes out right away from your team's number and gets logged on the record. There's no card to approve first. Confirm the wording in the chat before you ask, not after. That's the whole permission model. Two things wait for you, one doesn't. ## When to upgrade Move up when you hit a wall you can name, not on a schedule. The usual walls are the credit ceiling, automation, and the phone. Free covers regular use and then stops. Workflows and reporting start on Core. Calling, texting and the marketing add-ons start on Pro. The [pricing page](/pricing) has the current numbers and the full comparison, and you can move up later without losing anything you built. If you want the longer explanation of what an AI Operating System for mortgage means for a loan officer's day, that's on the [loan officers page](/loan-officers), and there's a short [Lia preview](/lia-preview) if you'd rather watch than read. Product steps live in the help center at [help.leaf360.com](https://help.leaf360.com), which stays current in a way a blog post can't. Sign up, connect the mailbox, ask her one question. That is the whole first session. ### How Lia works your follow-up Source: https://www.leaf360.com/blog/how-lia-works-your-follow-up. Published 2026-09-14. By Christian Mourra. Every AI demo in this industry shows you a chat window and a clever answer. Almost none of them show you the boring middle part, which is where the work actually is. So here's one job, start to finish, the way it runs. It's the job I care most about, because it's the one loan officers lose deals to: the follow-up that didn't happen on a Tuesday because nobody had time to decide who needed it. Nicolas recorded this one if you'd rather watch it than read it: [the urgent leads walkthrough](https://www.youtube.com/watch?v=RhyW5rQkA7U). ## Ask who needs attention Open Ask Lia and type it the way you would say it. "Show me what leads are urgent in my pipeline that I should focus on today." There's a mic next to the paperclip if your browser supports it, so you can say it instead. She searches your leads and comes back with the ones that need attention. In the recording that's four of them. What comes back isn't just a list. The results land in the Results panel beside the conversation as a sortable set of records, with a priority summary underneath explaining what she focused on and why. That summary is the part I didn't expect to care about and now use the most. It's the difference between a filtered view and somebody telling you where to start. ## Ask for the drafts Follow up in the same thread. "Draft a unique email and SMS for each individual client." The word that matters there is unique. She writes a separate message per lead using the specific details of that file, loan type and loan amount included, rather than one template with a first name swapped in. That's the whole reason this is worth doing at all. A pipeline of eleven people doesn't need eleven copies of the same paragraph, and clients can tell. Stay in the same conversation while you do this. Lia reuses record IDs from earlier in the thread, so if you wander off and start a new chat, she has to search again from scratch. Reopen the old thread from History instead. ## Review, then send Now you read them. Don't skip this. The line under her message box says so on every screen: Lia can make mistakes, verify important information. Once you're happy, there are two paths. If your email is connected through Toolkits, the Send all emails button sends each draft from your own connected address. Your domain, your signature, your deliverability. Not a marketing sender. The texts are different. If you don't have batch texting on, you copy each SMS draft and paste it into the client's profile yourself. That's slower, and I'd rather tell you now than have you find out mid pipeline. ## What she will not do without you The permission model is worth learning once, because it explains almost every "will it do something I didn't approve" question. Records are proposals. When Lia creates a lead, contact, loan, task or note, she puts a record card into the Results panel showing the fields she understood, with anything still required marked. You edit it and click the button at the bottom. Only then is the record written. Close the panel first and nothing was saved. Workflows are drafts. Describe an automation and she gathers the trigger, the actions, the timing and the conditions, tells you what she's about to build, and creates it switched off. Turning it on is a separate decision you make after reading it. Texting is the exception. If you ask Lia to text a client, it sends right away from your team's number and gets logged as an outbound SMS. No card, no review step, and nothing checks a consent record or a Don't Call entry first. Treat "text her that we got the documents" as an instruction that sends. Confirm the wording before you ask, and check consent yourself in Consent Manager or DNC Manager if it matters on that file. ## Where it goes from there The urgent leads job is the smallest useful version. Two things extend it. The first is the client profile. Lia can run a DISC assessment with you and save the result on the record, and running DISC assessments for clients is one of the suggested tasks she offers on an empty chat. What the help center documents is the profile itself, not an automatic rewrite of every draft, so treat it as context sitting on the record rather than a setting that quietly changes her tone. The second is Deep Mode, the last button on the mode row. It's a different way of working. Instead of going back and forth, you hand her one large job and she works through it on her own while a progress panel shows what she's doing. You can steer a run by sending another message into it, or interrupt it to stop. Finished runs are kept under Tasks, so you can load one back into the chat later. The suggestions on an empty Deep Mode chat tell you what it is for: audit stale leads and raise follow-ups, turn the whole pipeline into a report, compare connected lenders for a scenario, draft follow-ups for every lead you have not touched in a week. That last one is the same job as this post, run across everybody instead of the four people you asked about. ## Why this is the one I show first Because it's the shape of the whole product. You ask in plain language, she does the search and the drafting, you keep the judgment and the send button. That's what an AI Operating System for mortgage means in practice, and it's a smaller claim than the phrase sounds. Not software that replaces the loan officer. Software where the work of finding out and writing it up has already happened by the time you sit down. There's a short [Lia preview](/lia-preview) if you want to see it before you sign up, and the [loan officers page](/loan-officers) covers the rest of what she does across a pipeline. ### The mortgage CRM demo scorecard: ten questions to ask every vendor, us included Source: https://www.leaf360.com/blog/mortgage-crm-demo-scorecard. Published 2026-09-13. By Christian Mourra. Every CRM demo is designed to go well. The rep drives, the data is clean, and the one thing you were worried about somehow never comes up. So you leave with a good feeling and no evidence. This is the fix I'd use if I were buying today: the same ten questions, put to every vendor, scored on what they actually showed you. Leaf360 included. Print this page, take it into each demo, and don't let anyone answer a question with a roadmap. ## How to score Give each question one of three scores, based on what happened on screen, not on what was said. | Score | Means | | --- | --- | | 0 | Not shown. Described, promised, or "on the roadmap". | | 1 | Partially shown. You saw it, but on their data, or only half the flow, or with a caveat you'd need to check. | | 2 | Demonstrated. You watched it happen end to end, ideally on your sample file. | Write down what you saw in the evidence column while it's fresh. A month later, "they showed it" won't mean anything without the note. ## The ten questions | # | Ask them to show you | What counts as evidence | Evidence you saw | Score | | --- | --- | --- | --- | --- | | 1 | **Which lead should I work first, right now?** | The system picks from a real pipeline and explains why. Not a saved filter you have to build first. | | | | 2 | **Draft the follow-up for that lead.** | A message written from that record's details: loan type, amount, where they are in the process. Not a template with a first name merged in. | | | | 3 | **What sends without me reading it, and what waits?** | A clear answer per channel: email, text, record changes, automations. Watch one thing that waits and one thing that doesn't. | | | | 4 | **Where did this lead come from?** | Source and sub-source on the record, set automatically from the form, the web lead, or the referral. Not typed in by the rep. | | | | 5 | **Import my sample file.** | Bring a CSV of about a hundred made-up or de-identified records in your real column layout, with a few deliberate duplicates and a couple of messy phone numbers. Watch the mapping, the duplicate handling, and the counts at the end. | | | | 6 | **Change a loan status in my LOS. What moves here?** | Name your LOS. In a sandbox, or on a test loan your shop has approved for this, see which fields sync, in which direction, and what happens to the pipeline when a milestone changes. | | | | 7 | **Log in as a loan officer, not an admin.** | What a producer sees and can change, versus what only an admin can. Especially who can see whose leads. | | | | 8 | **Export everything.** | Leads, contacts, notes and activity history as files you could load somewhere else. If the answer is "contact support", score it as shown. | | | | 9 | **What is the all-in monthly number for my team?** | Seats, phone and texting usage, the AI features, add-ons, implementation and the contract term, in writing. Not the seat price alone. | | | | 10 | **Show me the AI being wrong.** | Ask it something the data can't support and watch what it does. A good answer says so, or flags that it can make mistakes, and leaves the decision with you. | | | A perfect score is 20. Nobody gets 20 on a first demo, and that's fine. The point is the gaps: a 0 on question 3 or question 8 should worry you more than a 1 anywhere else, because those are the two you can't fix after you've moved. ## Run the same test everywhere Three habits make the scores comparable. - **Bring the same sample file to every demo.** About a hundred rows in your real column layout, made up or de-identified, with a few duplicates left in and a couple of messy phone numbers. Don't hand a vendor your actual client list for a demo. Every vendor imports the same thing, so question 5 means the same thing each time. - **Ask the same lead question first.** "Which lead should I work first, right now?" before anything else. It's the question you'll ask every morning, so it should be the first thing you watch. - **Don't let the rep drive question 6.** Ask for a sandbox, or use a test loan your shop has approved for this, and have someone from your side change the status. A slide of logos is a 0. ## Take the test with us We should be held to the same ten. Two places to start, neither of which is the test itself. The [Lia preview](/lia-preview) is a recording of the first two questions inside Leaf360, on demo data. The [compare hub](/compare) says, vendor by vendor, where we think the other product is the better choice. Then run the ten questions live: [Talk to Lia](/lia) puts the real assistant in front of you with no account, and a free account or a sandbox demo is where questions 5 through 10 get answered. The recording proves nothing past question 2. If you're already sold and planning the move, the next read is [how to switch mortgage CRMs without losing a deal](/blog/how-to-switch-mortgage-crms-without-losing-a-deal), which has the migration checklist. If you've just signed up, [what happens after you click Start free](/blog/what-happens-after-you-click-start-free) is the first-session checklist. ### How to switch mortgage CRMs without losing a deal Source: https://www.leaf360.com/blog/how-to-switch-mortgage-crms-without-losing-a-deal. Published 2026-09-10. By Christian Mourra. Everybody I talk to has already decided their CRM is wrong. Almost nobody has moved. The reason is not loyalty. It is fear, and the fear is specific: somewhere in the middle of the move, a borrower who was expecting a call does not get one, and it is the borrower who was under contract. That fear is reasonable. I have watched migrations go badly. But the bad ones fail in the same four places every time, and once you know the order, the move is a setup task with a checking period, not a cutover. Here is the order I use, and at the end, the checklist I'd hand whoever owns the move. If you haven't picked the new CRM yet, run the [demo scorecard](/blog/mortgage-crm-demo-scorecard) first. Two of its questions, what sends without review and whether you can export everything, are the ones that decide how painful the next migration will be. ## Rule zero: do not move the loans in process Start here, because it removes most of the risk in one decision. Files already in underwriting stay where they are. Your LOS is running them anyway. You are not migrating live transactions, you are migrating the database and the follow-up around it. The eight files closing this month keep closing the way they have been closing. Once you accept that, a migration stops being a cutover and becomes a setup task. Nothing has to be finished by Friday. ## Step one: build your stages before you import anything This is the step people skip, and skipping it is what turns a setup task into weeks of remapping. Your stages are the shape of your business, and every other setup decision reads from them. Filters, mass actions, SLA timers, automations, the stage picker on every record: all of it points back at a stage list. Import ten thousand contacts first and you will spend a month remapping records you have already touched. In Leaf360 there are three separate stage sets, on purpose. Sales stages for leads before they apply. Loan stages for files in process, mapped from the statuses your LOS sends. Business partner stages for agents, title reps and insurance contacts, because a referral relationship moves through stages just like a deal does. Do not copy your old CRM's stage list. Copy the way you actually talk about your pipeline. If you say "waiting on docs" out loud, that is a stage. If you have a stage called "Nurture 2" that you have never once used in conversation, delete it. ## Step two: import in slices, not in one heave Export from your old CRM as CSV. Then resist the urge to upload the whole thing at once. The Leaf360 importer is four steps. Choose whether you are importing leads or partners. Upload the file. Map your columns to fields, fixing anything that matched wrong and turning a column you care about into a custom field if it does not exist yet. Then review the rows with the mapping applied, fill in anything missing in bulk, and run it. Two things about that flow are worth knowing before you start. First, it checks each row against what is already there. A row that matches an existing record updates it instead of creating a duplicate, and the finished import reports a Created count and an Updated count separately. That is how you know what actually happened. Second, it does not tell you in advance which rows will match. So import a small slice first. Take fifty records, run them, read the two counts, confirm they say what you expected, then run the rest. Failed rows come back listed by row number with the reason, up to the first fifty. There's no download and no retry button, so copy the row numbers down before you leave the screen, fix those rows in your file, and import just that batch again with the same header row. If an entire import needs undoing, Import History under Data and Integrations will reverse it and show you exactly what it will delete first. Read that preview; a reversal permanently deletes the records the import created. Loans use a separate importer from leads and partners. Do not mix them. ## Step three: connect the LOS before you build anything else Now connect your LOS. Encompass and Arive are the built-in connections today; the [help center](https://help.leaf360.com/integrations/overview) lists what's current. Do this before you build a single automation, because the LOS connection is what makes your loan stages real. Milestones and statuses map onto the stages you set up in step one, and from that moment the pipeline in the new system matches the file without anybody retyping a status. It also settles the biggest objection to switching. Your LOS is not going anywhere. The CRM is the relationship layer on top, and it should read from the system of record rather than compete with it. Test it with one loan. Move a file's status in the LOS and watch the pipeline in Leaf360 move. Once you have seen that, the rest of the migration stops feeling like a leap. ## Step four: let Lia rebuild the follow-up This is the step that used to kill migrations, and it is the reason I built the product the way I did. In the old model, a campaign exported from one CRM does not import into the other, because nobody's automation format matches anybody else's. So you sit down with a canvas, a trigger list and a Saturday, and rebuild eleven sequences by hand. Most people rebuild two, promise themselves the rest, and never do. Six months later they are paying for a new CRM that does less than the old one, and they conclude the new CRM was worse. Do not rebuild by hand. Describe what the old sequence did and let Lia build it. A blank workflow in Leaf360 opens with a prompt box instead of an empty grid. "When a new lead comes in, send an email and assign a task" is a complete instruction. She builds the trigger and the steps, shows the progress as she goes, and summarizes what she made. Then she stays available to add a step, explain one, or fix it. Work through your old sequences in priority order. New lead first. Pre-approval follow-up second. Realtor partner touch third. Past client and anniversary last. You will get through more in an hour of describing than in a weekend of dragging. Then test before anything sends. Sample Data mode never touches a real record and never sends anything. Real Record mode defaults to a dry run: the workflow simulates against that record's real data and no email, text, task or field update actually happens. Live run is a separate, clearly marked choice with a second confirmation, and it sends for real. Use dry runs until you are bored of them. ## The week after Two things to do once the setup holds. Run both systems for a couple of weeks, long enough to notice anything that did not come across. Keep the old subscription until you have gone a full week without opening it. Then delete your old stages from your own head. The most common failure I see is somebody moving to a new system and rebuilding their old habits inside it, workarounds included, for problems the new system does not have. ## What this actually takes I'm not going to give you a number of hours, because nothing about the product decides it. What decides it is the quality of your export, the size of your book, how many custom fields you're mapping, and whether an administrator can get to the LOS credentials on the day. Stages, the import and the LOS connection are setup work; describing your sequences to Lia is a conversation; the checking is the part I'd give a week, not because it takes a week, but because a week of ordinary work is long enough to notice what didn't come across. Nothing in process moves, because the files under contract stay in the LOS. What can slip is a lead's next follow-up, which is why the checklist below spends most of its lines on ownership and checking rather than on the import itself. The switch is not the hard part. Deciding to do it is. ## The migration checklist Print this and hand it to whoever owns the move. One owner, not a committee. Each line is something you can tick, and the order matters. **Before you touch the new system** - [ ] Name the migration owner: one person who runs the move and answers the "did this come across?" questions. - [ ] Export everything from the old CRM as CSV: leads, business contacts, notes and activity history if it offers them. Keep the files somewhere you won't overwrite. That export is your backup. - [ ] Write down which loans are in process. They stay in the LOS and are not part of the move. - [ ] Map your old stages to the three Leaf360 stage sets: sales stages, loan stages, business partner stages. Kill the stages you never say out loud. **Import** - [ ] Build the stages in Leaf360 first. Filters, focus bars, SLA rules and the stage picker all read from them. - [ ] Run a sample of about fifty rows through the four-step importer, leads and partners separately. - [ ] Read the Created and Updated counts on the finished screen. They should match what you expected. If Updated is high and you didn't expect matches, stop and look before you run the rest. - [ ] Open the error list, copy the row numbers and reasons, fix those rows in your file, and re-import only that batch. - [ ] Open five imported records at random and confirm the fields that matter: phone, email, source, assignee, stage, and the note you'd want to see first. - [ ] Confirm every imported lead has an owner and a next follow-up. A lead with no assignee is the one that goes quiet. - [ ] Only then run the rest of the file, in slices. **LOS** - [ ] Connect the LOS (an administrator does this; the Encompass and Arive cards only appear for admins). - [ ] Check the status mapping in both directions: which LOS milestone moves a loan to which Leaf360 stage, and what a Leaf360 change writes back, if anything. - [ ] Change one status on a test loan in the LOS, or in its sandbox, and watch the loan move in Leaf360. Don't skip this; a mapping that looks right on the settings screen is not the same as one you've watched work. **Follow-up** - [ ] List the old sequences in priority order: new lead, pre-approval follow-up, referral partner touch, past client. - [ ] Describe each to Lia and let her build it. She creates the workflow turned off. - [ ] Test every workflow in Sample Data mode first, then against a real record on a dry run. Nothing sends in either. Live run is a separate, clearly marked choice. - [ ] Turn a workflow on only after you've read the summary of what it does. Activation only watches new events; it won't run against records that already matched. **Before you retire the old CRM** - [ ] Run both systems side by side. My recommendation is a week, and a full week without opening the old one before you cancel it. - [ ] Spot-check that the leads you worked this week in the old system exist, with the same owner, in the new one. - [ ] Confirm the old CRM's export still opens. Keep it. - [ ] Cancel the old subscription, and delete your old stage names from your own head. Product steps above are written against the help center as of September 2026: [Import Data](https://help.leaf360.com/mortgage-crm/import-data), [Workflow builder](https://help.leaf360.com/mortgage-crm/workflow-builder), [Pipeline stages](https://help.leaf360.com/mortgage-crm/pipeline-stages) and [Switching from another CRM](https://help.leaf360.com/get-started/switching-from-another-crm). If the product and this page disagree, the help center is current. ### The wholesale broker's stack: why lender approvals belong next to your pipeline Source: https://www.leaf360.com/blog/the-wholesale-brokers-stack. Published 2026-09-09. By Christian Mourra. A borrower called me on a Thursday about a duplex. Self employed, two years of returns that told two different stories, credit fine, down payment fine, closing in three weeks. I knew one of my lenders could probably take it. I did not know which one. So I did what every broker does. I opened a spreadsheet somebody on my team built in 2021, scrolled sideways through columns nobody had updated since spring, and started texting account executives. Two of them answered that day. One answered Monday. By Monday the borrower had called someone else. That deal did not die because of guidelines. It died because the thing I needed to know was in a different file than the thing I was working on. ## Every broker runs two businesses Here is the split almost nobody names out loud. The first business is borrowers. Leads, applications, follow up, realtor partners, the pipeline. That lives in your CRM, and every vendor in the industry wants to sell you a better one. The second business is lenders. Who you are approved with, what they will actually do, what their turn times are this month, who your AE is, when your annual renewal is due, which documents they still need from you. That lives in a spreadsheet, an email folder, and the memory of whoever has been at the shop longest. Nobody sells you software for the second business. Wholesale lenders each built their own portal, which solves their problem and not yours. So the broker holds it together by hand. And the two businesses only meet at the exact moment they need to work: when a file in the first one needs a lender from the second one. ## What the gap actually costs I want to be specific here, because "it is inefficient" is not an argument. It costs three things. **The file you never place.** You have thirty lenders on paper and you use four, because four is what fits in your head. The awkward file gets shopped to those four, and when none of them bite, it goes nowhere. Not because nobody could do it. Because finding out took more effort than the file seemed to be worth on a Thursday afternoon. **The approval that quietly expires.** Your license renews, your E and O renews, your financials go stale, and a lender you have not used in eight months moves you to inactive without much noise. You find out when you need them. That is always the worst possible day to find out. **The AE relationship that goes cold.** Account executives are the most underrated asset a broker has. A good one will tell you what the matrix does not. But the relationship needs contact, and contact needs a reason, and a reason needs you to remember they exist. A spreadsheet does not remind you of anything. ## What changes when it is one system We built Leaf360 TPO into the CRM instead of beside it. Not as an integration. As the same product. Practically, that means the lender question gets asked at the moment you have the file open, not the evening you get around to it. You describe the borrower and the loan the way you would describe it to a colleague, and Lia searches the marketplace, including the guideline documents attached to the lenders you are connected to, and comes back with which ones can take it and what the guideline actually says. Every answer cites where it came from, so you can check it before you promise anything. That is the part that changed my own week. The scenario question stopped being a project. It became a sentence. The lender profiles carry the things you actually need before you dial: minimum FICO, maximum LTV, maximum DTI, minimum and maximum loan size, states covered, and turn times for initial underwriting, conditions, clear to close and funding. Turn times matter more than brokers admit. A guideline fit with a four week clear to close is not a fit when the contract says three. And connecting to a lender is a real event, not a checkbox. Leaf360 notifies that lender's account executive by email. If they have never used Leaf360, they get an invite instead. Either way, a person on the other side finds out you exist. There is no undo on that, which is on purpose. It should feel like the introduction it is. ## The honest caveat I want to say this clearly because I would rather you trust the product than be surprised by it. The guideline fields on a lender profile are typed in by whoever added or last edited that lender. They are not pulled live from the lender's system. Lia reads whatever guideline documents she has access to, and documents go stale. So treat every answer as a shortlist, not a commitment. Confirm anything that affects a live file directly with the AE before you rely on it. That is not a limitation of our product. That is the state of wholesale. Nobody has a live feed of thirty lenders' overlays, and anyone who tells you otherwise is selling you something. What we can do is get you to the right three lenders in a minute instead of three days, with the source in front of you. ## The renewals nobody schedules The other half of this is the boring half, and it is the half that actually loses money. Approvals are not permanent. Documents expire. Licenses renew. Financials get old. A broker with twenty lender approvals has twenty small clocks running, and the only thing tracking them is a person who also has a pipeline to close. Keeping approvals in the same system as the pipeline means the clock lives where you already look. Update a document once, reuse it across lenders, and stop starting over every renewal cycle. That is the whole idea behind the broker side of Leaf360 TPO. ## The real question I am not going to tell you your CRM is broken. Plenty of them work. The question is narrower than that, and it is this: when a file lands on your desk that your usual four lenders will not touch, how long does it take you to find out who will? If the honest answer is measured in days, the problem is not that you need a better spreadsheet. The problem is that the answer lives somewhere other than the file. We made Leaf360 TPO part of every plan, including the free one, because I do not think a broker should have to buy a subscription to find out which lender can take a deal. Browse the lenders, ask the scenario, connect with the AE. That is available before you pay us anything. The rest of the product is a mortgage CRM, and there are many of those. This part is the one I actually built for myself, on a Thursday, after a duplex I should have placed. ### What your seven tools actually cost Source: https://www.leaf360.com/blog/what-your-seven-tools-actually-cost. Published 2026-09-05. By Christian Mourra. Ask a loan officer what their CRM costs and they will tell you the monthly number. Ask what their tools cost and they go quiet, because nobody adds it up. Let me add it up. ## Count the tools first Here is the stack I ran before I built Leaf360, and the one I still see on almost every demo call: 1. A CRM, usually built for real estate or for general sales, bent into mortgage. 2. An email marketing tool for the newsletter and the rate updates. 3. A texting app, because the CRM's texting was an afterthought or cost extra. 4. A dialer, or the cell phone, with no record of what was said. 5. A social scheduler and a design tool for the content. 6. A compliance tracker, which in practice is a policy document and a prayer. 7. The LOS, which is where the loan actually lives, and which none of the above can see. And the spreadsheet. There is always a spreadsheet. It holds the referral partner list, or the renewal dates for wholesale lenders, or the past clients who are coming up on their two-year mark. The spreadsheet is the real operating system, and it runs on one person remembering to open it. ## The subscriptions are the cheap part Seven subscriptions add up, and if a few of them charge per seat the number climbs fast for a team. But that line is the one you can see on the card statement, so it is the one people argue about. It is not where the money goes. ## Where the money goes **Retyping.** A lead comes in on the website form, gets typed into the CRM, gets typed into the LOS at application, gets typed into the email tool for the drip. Four copies of the same person, three of them wrong within a month. Every correction is a few minutes. Every loan is dozens of corrections. Multiply by the loans you close in a year and you have a part-time job that produces nothing. **Follow-up that never happens.** This is the big one. A pre-approval goes quiet. The CRM does not know the LOS marked the file as withdrawn. The email tool keeps sending "how is the house hunt going" to someone who bought with another lender. Meanwhile the past client whose rate is now a full point above market never hears from you, because that reminder lived in the spreadsheet. One missed refinance pays for every subscription on the list for years. **Partners you cannot see.** Which real estate agent sent you the most closings last year? Which one sent you five leads that all went nowhere? If the answer lives across a CRM, an inbox and a memory, you are guessing about the relationships that feed your business. **Compliance nobody owns.** Calling hours by state. Do Not Call scrubbing. Text opt-in and opt-out. Recording disclosure in all-party consent states. When the texting app, the dialer and the CRM are three vendors, none of them is responsible for the rule, so you are. That is a risk with a number on it, and it is not a small number. **The hours.** Add the retyping, the checking, the "let me look that up in the other system," and the Sunday night spent making the spreadsheet match reality. For most loan officers I talk to it is somewhere between five and ten hours a week. Price your own hour. That is the line item. ## The honest alternative The fix is not a better CRM. A better CRM is one of the seven tools. The fix is one system that holds the lead, the loan, the partner, the conversation, the compliance rule and the wholesale relationship, and an AI that does the follow-up instead of reminding you to. That is what an AI Operating System for mortgage means in practice. You tell Lia "run a nurture campaign for my pre-approvals that pauses when they go under contract," and that sentence becomes the workflow. The LOS sync tells her the file withdrew. The compliance rule lives in the same system that sends the text. The partner report writes itself from the closings. You do not have to switch everything at once. Leaf360 connects to Encompass, Arive, LendingPad, Follow Up Boss, HubSpot, Salesforce, GoHighLevel and Zapier, so you keep what you keep and the stack shrinks at your pace. The free plan has no credit card, so the cheapest way to check my math is to import your own pipeline and watch what Lia finds in it. Count your tools tonight. Then count the follow-ups you know you missed this month. That second number is the cost. ### What is an AI Operating System for mortgage? Source: https://www.leaf360.com/blog/what-is-an-ai-operating-system-for-mortgage. Published 2026-07-04. By Christian Mourra. Every mortgage CRM now claims to be AI-powered. Most of that means a chatbot bolted onto a database, or templates that write your email subject lines. Useful, occasionally. A different way of working, no. An AI Operating System for mortgage is a different thing, and it is worth defining precisely. ## The short answer An AI Operating System for mortgage is the system a loan officer runs their entire business on, where the interface is a conversation and the AI does the work. You tell it what you want in plain language: "run a nurture campaign for my past clients," or "build a lead-to-close workflow with co-branded emails for my realtor partners." It builds the campaign, the workflow, and the follow-up. No setup wizards. No 47-step configuration. Three things separate an OS from a tool: - **You live in it.** A calculator is a tool you pick up. An operating system is where the work happens: pipeline, communication, partners, compliance, wholesale relationships, in one place with one login. - **Everything else plugs into it.** Your LOS, your point of sale, your calendar, your realtor partners' CRM. The OS coordinates the stack instead of adding another silo to it. - **It is agentic, not menu-driven.** The old model gives you triggers and templates you configure by hand. The agentic model gives you an AI, ours is named Lia, that turns intent into working automation. ## Where foundation models fit Frontier models are general intelligence. They can draft a follow-up email. They cannot pull a borrower's file from your LOS, check conditions against the findings, draft outreach for your specific pipeline, and queue it through your compliance workflow. That takes a mortgage-specific layer that knows your data, your rules, and your relationships. That is the stack: foundation models supply the reasoning, the vertical OS turns it into mortgage work, and the loan officer drives. Nobody replaces anybody. The same pattern is playing out in law with Harvey and in healthcare with Hippocratic. Mortgage gets its own layer, and that layer is what Leaf360 is building. ## The real comparison is not another CRM Ask a working loan officer what their stack looks like and you rarely hear one product name. You hear seven: a CRM, an email tool, a texting app, a marketing platform, a compliance tracker, an LOS, and a spreadsheet holding it together. None of them talk to each other, and the loan officer is the integration layer, retyping the same borrower data at 9 pm. That cobbled stack is the real competitor to an operating system. Not any single CRM. The question is not "which CRM has more features." The question is whether you keep duct-taping seven tools together or move the business onto one system that runs it. ## What this looks like in practice A few things become normal once the OS layer exists: - Follow-up stops depending on memory. Lia watches the pipeline and handles the outreach, adapted to how each borrower prefers to communicate. - Realtor partners get milestone updates automatically, which is the quiet engine of referral volume. - Wholesale relationships live in the same system: brokers find lenders, apply once, and keep credentials current through Leaf360 TPO. - The stack shrinks. Every tool the OS absorbs is a login, an invoice, and a sync failure that disappears. ## How to tell the difference A practical test when a vendor says "AI-powered": ask to type a sentence and watch what happens. "Set up a 12-month nurture for my pre-approvals that pauses when they go under contract." If the answer is a demo of a workflow builder with drag-and-drop triggers, that is automation software with a chatbot. If the sentence becomes the workflow, that is an operating system. Leaf360 is the AI Operating System for mortgage. If you want to see what that means with your own pipeline, [get started here](/get-started) or look at [why teams switch](/why-leaf360).