LoanMaven · A HelloMavens product
A mortgage CRM your team will actually use — live in a day.
LoanMaven is a Mortgage CRM built for mortgage brokers, loan officers, and processors that works together with Salesforce. Deeply integrated with Arive, designed by operators from Rocket Mortgage, and deployed in one day for shops with up to 500 loan officers.
Generic CRMs
HubSpot, Pipedrive, raw Salesforce — built for SaaS, not mortgages. You'll spend six months custom-configuring them, then six more years maintaining the config.
Custom Mortgage CRMs
Built mostly on vibes and less on real mortgage sales and technology expertise. Half-baked features that look cool, scream AI, and don't move the needle on the floor.
Spreadsheets and tribal knowledge
What many shops actually use today. Fast to set up. Expensive at scale.
20 years in the Salesforce ecosystem — business and technical sides — at Grubhub, Rocket Mortgage, and National Debt Relief. That experience is why LoanMaven, built on Salesforce by HelloMavens, works for the business, not just in a marketing pitch.
20 years of leadership experience across Sales, RevOps, Product, Salesforce and more. 10+ of those years leading sales teams at Rocket Mortgage, as well as optimizing CRM systems for thousands of Rocket LOs & processors. Former CPO at National Debt Relief.
02 · Processor Dashboard
Processors get their own dashboard with their own metrics — files submitted to lender, conditionally approved, suspended, overdue conditions — and the action items they need to clear. Leaders get team-level views without switching pages.
Processor-specific stats (submitted, approved with conditions, suspended, overdue)
Conditional approval and condition follow-up workflows
Same individual / leader split as the LO Dashboard
Configurable per shop
03 · The Funnel
A second dashboard built around the full pipeline — leads, app intake, preapproved, app out, approved with conditions, clear to close. Plus call-coverage pacing: are your LOs actually calling the leads, intakes, and disclosures that need calls today? Leaders see exactly how their team is handling follow-up.
Full pipeline view by stage
Call-coverage pacing against configurable SLAs
Drill into specific files from any stage
Leader view of every rep's follow-up cadence
04 · Daily Call List
A utility bar pinned to the bottom of every screen surfacing the next best calls for that LO right now — regardless of what page they're on. No more "what should I do next?" — the app already knows.
Persistent bottom bar on every page
Next-best-call logic configurable by shop
One click to dial (dialer integration)
Disposition flows back into pipeline and dashboards
05 · Loans
LoanMaven thinks simplicity is genius, so we collapsed all that noise into a single Loan view — borrowers, co-borrowers, IPAC, status, with live updates from Arive — so you spend more time selling, and less time clicking.
Single-screen loan file: borrowers, IPAC, conditions, status
Arive integration: real-time loan status and milestone updates
No more switching between Account → Contact → Opportunity
Mobile-friendly so reps can act between meetings
06 · Income Calculator
A dynamic income calculator built into the loan file. For W-2 borrowers it's fast; for self-employed it's transformative. Tells your LO exactly which line on which tax form to look at, and recalculates as the borrower's self-employment type or pay schedule changes.
W-2, self-employed, and mixed income types
Live recalculation as inputs change
Field-by-field pointers to tax-return line items
Saves to the loan file with audit trail
07 · Partner HQ
A dedicated workspace for managing real estate agents, financial advisors, and other referral partners. Track who refers, who closes, what production they drive, and what they need from you to keep referring.
Referral partner directory with full activity history
Production attribution by partner
Partner outreach cadences
Cross-references with the loan file: which partner sent each deal
08 · Admin
Every action list, threshold, dashboard tile, and partner workflow is configurable from the Admin panel. We make it simple to adapt LoanMaven to your shop's process — without a tech team and without filing a ticket against your CRM vendor.
Configure dashboards, action items, and SLAs
Define call-coverage rules
Manage users, roles, and permissions
All without writing a line of code
Implementation
Confirm your Salesforce environment
If you have it, we plug into your existing org. If you don't, we help set up Salesforce with you.
Deploy the managed package
Production or sandbox. One day.
Configure to your shop
Action items, SLAs, partner workflows, dashboard tiles — you and your team adjust to fit your process. Training optional.
Do I need Salesforce already?
No. If you don't, we'll get you set up — though that adds time to the rollout. If you do have Salesforce, the LoanMaven package itself deploys in a day.
Do I need Arive already?
Arive integration is what makes the Loans view powerful, so most customers do. We can talk through what the experience looks like without Arive on a discovery call.
How is LoanMaven priced?
Pricing depends on your shop size and Salesforce footprint. We'll walk through it on a discovery call.
Can I migrate from another CRM?
Yes. Migration scope depends on your data — discovery call.
What's the implementation process?
Confirm Salesforce environment → deploy package (one day) → configure dashboards, action items, and partner workflows to your shop. Optional training for your team.
Do you train my team?
Yes, optional and scoped to your shop's needs.
How does support work after go-live?
Covered on the discovery call — varies by package.
Is this Salesforce native or external?
Native. It's a Salesforce package — your data stays in your Salesforce org.
Honesty
Not a replacement for Arive.
LoanMaven is your CRM. They talk to each other — that's the point.
Not for retail bankers.
This is built for IMBs. Retail mortgage workflows are a different animal.
Not a six-month implementation.
Deploys in a day. Training and configuration on top of that.
Not a build-it-yourself toolkit.
This is a configured product, not a Salesforce template. We've already made the hard data-model decisions so you don't have to.
Not a full LOS, POS, or marketing automation suite — yet.
LoanMaven is purpose-built as a CRM that integrates with the LOS (Arive) and the tools you already use. Broader product surface is on the roadmap as we expand. If you have an internal Salesforce team and want to extend LoanMaven further, that's a conversation we want to have.