Looking for a Surefire alternative?
Surefire is built for marketing content. Shape runs your whole business. Lead management, marketing, communication, automation, reporting, and AI — all in one mortgage platform.
One login for sales and marketing — where Surefire stops at the campaign.
How Shape compares as a Surefire alternative
Surefire is excellent at set-and-forget marketing. Here’s everything around it — and where Shape does more.
 Get a Demo |
Surefire | |
|---|---|---|
| Marketing & Content | ||
| Loan milestone & drip campaigns | Surefire’s core strength. Set-and-forget workflows with a large creative library. | |
| Email, text & social campaigns | Both platforms cover multi-channel marketing. | |
| Post-close nurture for repeat & referral business | Both keep marketing after funding. | |
| Sales & CRM | ||
| Lead capture, distribution & routing | In the ICE lineup, that’s Velocify — a separate product. | |
| Built-in power dialer & click-to-call | No native dialer. Dialing is Velocify Dial-IQ, sold separately. | |
| Sales pipeline management | Marketing-first platform. Pipeline and deal management are not the focus. | |
| Point of sale & payments | No point of sale in Surefire. | |
| Platform & Pricing | ||
| AI voice, text & workflow automation | Included with Shape Complete and Shape Enterprise packages. No AI voice agent in Surefire. | |
| Sales + marketing in one platform | Covering the sales side means adding Velocify. Two products, two contracts. | |
| Support you can actually reach | Like Velocify, Surefire is an ICE product with support through an email ticketing system. Shape offers ticketing, an AI support agent that answers 95% of questions with step-by-step instructions, and an 800 number with a live person. | |
| Transparent published pricing | Sales-led enterprise contracts. No public pricing. |
Based on publicly available information as of July 2026. Surefire’s capabilities and pricing may change — verify current details before publishing.
Everything Shape does
Six product areas, one platform. Choose a category to see what’s inside.
A marketing tool only gets you so far.
Surefire is genuinely good at automated borrower marketing. But marketing is half the job — someone still has to work the lead, make the call, and close the deal.
Marketing without the sales engine
Surefire sends the right message at the right loan milestone. But lead routing, dialing, and pipeline management aren’t in the product. That’s a second purchase.
Two products to do one job
ICE’s answer to a full sales and marketing stack is Surefire plus Velocify. Two products, two contracts, two logins. Shape is one.
Part of a bigger machine
Surefire started as Top of Mind, was acquired by Black Knight, and now belongs to ICE Mortgage Technology. Pricing is unpublished and the roadmap follows ICE’s priorities, not yours.
Your CRM called — it wants a promotion.
We’ll migrate everything and get your team live — with hands-on onboarding built around how you actually work.
Make the SwitchBreaking down Shape vs Surefire
Surefire is a strong marketing automation tool for lenders in the ICE ecosystem. Shape is the all-in-one platform for teams that want marketing and the sales engine behind it — in one system with pricing you can see.
Why teams choose Shape
Sales and marketing in one login
Campaigns, lead routing, dialer, texting, pipeline, and reporting in one system, with AI voice and text agents included on Shape Complete and Enterprise. With Surefire, the sales half means buying Velocify too.
Built-in calling and texting
Shape includes a power dialer, click-to-call, and two-way texting natively. Surefire has no dialer.
Support with a human on the line
Email ticketing, an AI support agent that answers 95% of questions with step-by-step instructions, and an 800 number when you want a live person. Surefire routes you into ICE’s ticket queue.
Pricing you can see
Shape publishes per-user pricing. Surefire requires a sales conversation and an enterprise contract.
Where Surefire falls short
No lead management
Lead capture, distribution, and routing are not in the product. That’s Velocify, sold separately.
No dialer
No native calling. Teams bolt on Dial-IQ or a third-party phone system.
Email-only support
Same ICE support model as Velocify: a ticketing system with no live line.
Enterprise-only motion
No published pricing and sales-led contracts. Solo LOs and small teams aren’t the target customer.
Get started with Shape today
See how Shape replaces your current stack — live with a specialist.
Shape has been instrumental in helping us tailor a CRM solution that truly fits the way we do business. It brings sales, marketing, and key operational functions into one centralized system — a smart, flexible solution that makes it easier to manage the entire customer journey.