Alternatives
Floify Alternatives for Mortgage Brokers
Floify is one of the best borrower-facing POS tools in the mortgage stack. It collects documents, runs the 1003, and pushes a clean borrower portal that LOs can actually point clients toward. The thing brokers eventually notice is that Floify is not a CRM — it does not track Realtor partners, run drip campaigns, route inbound leads to LOs, or manage a pipeline of applications that have not yet been started. This page covers five Floify-adjacent options that fill the CRM and automation gap, including Approvr at the top of the stack rather than as a Floify replacement.
The five CRMs we'd actually consider
Ranked on fit for Floify. Pricing as of May 2026.
| # | CRM | Rating | Best for | Starting price | Notes |
|---|---|---|---|---|---|
| 1 | Surefire CRM | ★★★★★ | Retail bank-style operations on Encompass with mature marketing automation | Custom (enterprise) | Sits well alongside Floify but enterprise procurement cycle |
| 2 | ApprovrOur pick | ★★★★★ | Broker shops who want the CRM and automation layer on top of Floify | $97/month | All-in-one CRM, AI conversations, pipelines — sits above Floify's POS |
| 3 | BNTouch | ★★★★★ | Retail LOs needing strong video email and marketing automation | $148/user/month | Per-user pricing climbs fast on growing teams |
| 4 | Whiteboard Mortgage CRM | ★★★★★ | Brokers with heavy Realtor partner programs | $79/user/month | Strong referral-partner data model; reporting is shallow |
| 5 | Total Expert | ★★★★★ | Mature retention engines with in-force portfolios | Custom (enterprise) | Designed for retention; implementation fees price out small shops |
Why brokers using Floify still need a real CRM
Floify solves the borrower-collection problem better than most LOSes do on their own. Once the application is taken and the borrower is in the portal, Floify is doing its job — chasing pay stubs, surfacing 1003 sections, and tracking eFolder-bound documents. The trouble starts before the application exists. A lead from a Zillow form, a Realtor referral, or a Facebook ad does not arrive in Floify. It arrives in whatever the broker is using to capture leads — and then it has to be qualified, routed to the right LO, nurtured for the 30-90 days before the borrower is application-ready, and followed up on when they ghost. Floify does not do any of that. That is what a CRM with AI conversations, pipelines, and pre-app sequencing is for. The other gap is the past-client and referral-partner side. Floify is built around the active loan file. It does not track that a Realtor partner sent four leads last quarter, that a past client hits their 24-month refi window in October, or that a borrower opted out of texting in March. Those are the workflows where the next deal comes from — and they live in the CRM, above Floify. Most shops do not want to replace Floify. They want the CRM layer on top of it. That changes the question entirely: instead of comparing CRMs against Floify, the question is which CRM sits cleanly above Floify and does not duplicate work.
What to look for in a CRM that sits above Floify
Five capabilities define a CRM that complements Floify rather than competing with it. Clean LOS sync that does not duplicate Floify's job. Approvr's two-way sync runs against Encompass, Arive, and LendingPad with Custom Field ID mapping configured at the one-hour onboarding call. Borrower data flows; document chase stays in Floify. Mortgage-native pipelines for the pre-application stage. The CRM has to model lead, qualifying, pre-app, application-taken, conditional approval, cleared to close, funded — and only hand off to Floify once the application is taken. Generic CRMs collapse these into 'opportunity' and lose the pre-app horizon entirely. AI conversation handling on inbound leads. Inbound web, Zillow, and Facebook leads get qualified by AI, booked onto the LO's calendar, and drip-sequenced if they are not application-ready — without an LO touching them for the first 24 hours. Floify does not do this; it was not built for it. Referral-partner and past-client data models. Realtors, financial planners, and past clients tracked as first-class objects with attribution, partner-scorecard reports, and post-close anniversary sequences. The next deal lives here. TCPA-compliant two-way SMS with consent tracking and quiet-hour enforcement. Floify handles in-portal messaging; the SMS conversation with the lead before they apply lives in the CRM, with the audit log the broker-owner needs at exam time.
Frequently asked questions
See Approvr in the workflow you actually run
- Waitlist members get the $97 Starter or $247 Pro rate locked in for life — even if prices rise later, you keep your original rate as long as your subscription stays active.
- Every waitlist member gets a one-hour personalized onboarding call to migrate contacts, set up pipelines, and configure their first automations.