Built for loan officers who want to close more loans.
- Get the right leads, fast. State-licensed routing puts borrowers with the right LO.
- Keep every loan moving. LOS sync and prioritized pipelines show what needs you now.
- Grow your referral business. Recruit and track partners from the same CRM.
Trusted by 100,000+ users since 2009.
Loan Pipeline
“Hi Jim, this is Eva from Acme Lending following up on your rate inquiry. Is now a good time?“
Every stage of the loan, in one CRM.
Put every borrower with the right LO.
Automatically assign every lead to the right loan officer every time.
Route leads to loan officers licensed in the borrower’s state.
Reassign missed leads automatically so no opportunity slips away.
Let available loan officers instantly claim and work new opportunities.
Prevent duplicate records before they create extra work.
Smart Lead Assignment
Automatically assign every lead to the right loan officer every time.
State-Based Routing
Route leads to loan officers licensed in the borrower’s state.
Lead Redistribution
Reassign missed leads automatically so no opportunity slips away.
Shark Tank
Let available loan officers instantly claim and work new opportunities.
Duplicate Management
Prevent duplicate records before they create extra work.
Always know which loan needs you next.
Surface your highest-priority borrowers so you know who to contact next.
Sync loan data, milestones, and assignments automatically with your LOS.
Let LOs, LOAs, and teams work from the same loan record.
Collaborate across loan files with shared visibility and @mentions.
Every call, text, email, and document in one loan history.
Prioritized Pipelines
Surface your highest-priority borrowers so you know who to contact next.
LOS Integrations
Sync loan data, milestones, and assignments automatically with your LOS.
Multi-Object Database
Let LOs, LOAs, and teams work from the same loan record.
Team Visibility
Collaborate across loan files with shared visibility and @mentions.
Borrower Timeline
Every call, text, email, and document in one loan history.
Keep borrowers informed and engaged.
Instantly connect live leads to available loan officers for faster conversations.
Send and receive texts with images and documents from your CRM.
Automated texts and emails for approvals, closings, and anniversaries.
Use Shape’s built-in POS or connect your preferred application platform.
Display local numbers to improve answer rates and borrower engagement.
QuickFire Connect
Instantly connect live leads to available loan officers for faster conversations.
Two-Way SMS & MMS
Send and receive texts with images and documents from your CRM.
Milestone Campaigns
Automated texts and emails for approvals, closings, and anniversaries.
Borrower Portals
Use Shape’s built-in POS or connect your preferred application platform.
Local Presence
Display local numbers to improve answer rates and borrower engagement.
Build the partnerships that feed your pipeline.
Search production data to find your next referral partner or top hire.
Discover top-producing Realtors by production, location, and market.
Build recruiting pipelines and manage every stage of the process.
Track the deals partners send and how they pull through your pipeline.
Production Search
Search production data to find your next referral partner or top hire.
Realtor Recruiting
Discover top-producing Realtors by production, location, and market.
LO Recruiting
Build recruiting pipelines and manage every stage of the process.
Referral Tracking
Track the deals partners send and how they pull through your pipeline.
Let AI cover the follow-up.
AI answers, qualifies, books appointments, and warm-transfers ready borrowers.
AI answers questions, nurtures leads, and schedules around the clock.
Transcribe, score, and summarize every borrower conversation.
Prioritize borrowers by engagement and buying intent, automatically.
AI Calling
AI answers, qualifies, books appointments, and warm-transfers ready borrowers.
AI Texting
AI answers questions, nurtures leads, and schedules around the clock.
AI Call Insights
Transcribe, score, and summarize every borrower conversation.
AI Lead Scoring
Prioritize borrowers by engagement and buying intent, automatically.
Track production and pull-through.
Monitor production, pipeline, and team performance in real time.
Track funded loans, conversions, revenue, and pipeline health.
See which lead sources and campaigns generate the most closed loans.
Motivate your team with real-time rankings on calls and production.
Live Dashboards
Monitor production, pipeline, and team performance in real time.
Production Reporting
Track funded loans, conversions, revenue, and pipeline health.
Marketing Attribution
See which lead sources and campaigns generate the most closed loans.
Leaderboards
Motivate your team with real-time rankings on calls and production.
AI that works the loan while you close it.
The deals you lose are rarely lost at the closing table — they’re lost in the first ten seconds, the unanswered call, the doc that never came in. Here’s how Shape AI wins those moments back.
Customer is interested in getting started and requested a follow up this week. Ready for outreach.
The mortgage-specific tools LOs actually use.
Not a generic CRM with a mortgage sticker — routing, LOS sync, and borrower comms built for how loans really close.
Licensed-state routing
Borrowers land with a loan officer licensed to help them, automatically.
Your LOS, in sync
Milestones, assignments, and updates flow between Shape and your LOS.
Milestone marketing
Automated campaigns for approvals, closings, birthdays, and anniversaries.
Borrower experience
A built-in POS and portals keep borrowers moving and informed.
Referral engine
Find, recruit, and track the Realtors and partners who send you deals.
Speed to borrower
QuickFire Connect links live leads to an available LO in seconds.
Questions, answered.
What mortgage teams ask before they switch. Want to see it with your own loan workflow? Book a demo.
Yes. Shape syncs loan data, milestones, assignments, and updates with your LOS automatically, so your CRM and loan files stay in step without double entry.
State-based routing automatically sends each borrower to a loan officer licensed in their state, and smart assignment makes sure every lead lands with the right LO every time.
Shape automatically imports leads from providers like LendingTree and Free Rate Update, and connects to virtually any source through its open API and webhooks.
Shape AI calls and texts new inquiries in seconds, answers borrower questions, books appointments, sends milestone updates, and even helps collect income and asset docs — around the clock.
Every interaction is logged and timestamped, DNC and consent are respected before outreach, and Shape maintains SOC, HIPAA, and PCI-aligned controls for borrower data.
Yes. Search production data to find top-producing Realtors and LOs, build recruiting pipelines, and track the deals your referral partners send through your pipeline.
Close more loans
with less busywork.
See how Shape brings routing, your LOS, borrower communication, referral growth, and AI together in one mortgage CRM built for loan officers.
“The system has all the features we need to run our business smoothly, and the support has been excellent. It makes a big difference having a CRM that not only works but comes with a team that truly helps.”
“Shape has been fantastic to work with. They helped get my system up and running quickly and made the whole process smooth and stress free. Highly recommend.”