LoanMaven CRM · A HelloMavens product
The mortgage CRM that runs your whole shop — no Salesforce required.
LoanMaven CRM is a standalone mortgage CRM for mortgage brokers, loan officers, processors and independent mortgage banks (IMBs). It syncs with Arive, calls from a built-in dialer, logs Gmail and Outlook email, routes leads to licensed loan officers, and automates follow-ups with flows and Zapier.
Mortgage Experts
Former Rocket Mortgage operators
Arive Integrated
Loans sync from Arive
Built-in Dialer
Click-to-call through Twilio
Works With Your Inbox
Gmail, Outlook and both calendars
Two ways to run LoanMaven
LoanMaven comes in two versions built on the same mortgage know-how. Pick the one that fits the systems you already use.
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LoanMaven CRM
LoanMaven for Salesforce
Best for
Shops that want a complete CRM without Salesforce
Shops that already use, or want, Salesforce
Runs on
Its own secure web app at app.loanmaven.app
Your Salesforce org, as a managed package
Arive integration
Yes
Yes
Dialer
Built in (Twilio)
One-click dialer integration
Email and calendar
Gmail, Outlook, Google Calendar, Outlook Calendar, plus Gmail and Outlook add-ons
Through Salesforce
Automation
Flows, email alerts, lead routing, Zapier
Through Salesforce
Everything a mortgage CRM should do, in one place.
LoanMaven CRM has the mortgage tools from LoanMaven for Salesforce, plus the CRM features you’d otherwise get from Salesforce, built in.
Work the pipeline
Dashboards and the Funnel
Loan officers see their day and their production as soon as they log in, and leaders see every loan by stage, every rep’s numbers and every file that needs attention.
Daily call list and built-in dialer
The next best call is always one click away. Calls go through Twilio and are logged on the lead or loan automatically, with do-not-call lists respected.
Loan files
One loan file holds borrowers and other parties, conditions, documents, tasks, the timeline and 1003 financials, with a status tracker that shows where every loan stands.
Self-employed income calculator
Calculate qualifying income for W-2, self-employed and mixed borrowers right inside the loan file, with the same red-flag checks as LoanMaven for Salesforce.
Win and route leads
Lead routing by state license
New leads go only to loan officers licensed in the property’s state, using round-robin or load-balanced assignment, with caps so no one gets buried.
Lead scoring
Every lead gets a score from rules you set, based on its details and how recently it came in, so loan officers call the hottest leads first.
Partner HQ and campaigns
Track referral partners like real estate agents and financial advisors, see which partner sent each deal, and run campaigns such as past-client check-ins and rate alerts.
Reports
Build lead, loan and referral reports with charts, and pull up any rep's numbers in a couple of clicks.
Connect and automate
Arive integration
Loans sync from Arive, with field mapping you control, so loan officers and processors don’t have to retype anything.
Gmail and Outlook
Connect Gmail or Outlook and every email with a borrower or partner is logged on the right record. The Gmail and Outlook add-ons let you look up and link a lead or loan without leaving your inbox.
Google Calendar and Outlook Calendar
Appointments sync both ways, so closings and follow-up calls show up where your team already looks.
Automation
Build no-code flows that run when a record changes, on a schedule, or when a user clicks a button. Flows can send emails, create and update records, create tasks, assign owners and notify your team, for example when a lead comes in, a loan changes stage or a condition is due.
Email notifications
Set which emails go out and when, so loan officers, processors and leaders hear about the things that need them, like a new lead or a stalled file.
Zapier
The LoanMaven CRM Zapier app triggers on new leads, loan stage changes, cleared conditions and received documents, and can create or update leads, loans, partners and tasks.
Import from anywhere
Bring in leads and loans from spreadsheets, or import loan files in MISMO format.
Make it yours (Admin)
Configure it yourself
Leaders set up the call list, lead routing, lead scoring, action item filters, production metrics and goals, the funnel and the income calculator from one Admin page, with a setup checklist to get started.
Custom objects, fields and page layouts
Add your own fields and objects, arrange each page layout to fit your process, and catch duplicates before they pile up.
Roles, permissions and record sharing
Control who sees and edits what with roles, an org structure for teams and branches, and record sharing rules. An activity log records every admin change, and a recycle bin lets you restore deleted records.
Webhooks
Send LoanMaven CRM events to your other systems with webhooks, in addition to Zapier.
Built by operators who ran mortgage sales and CRM at scale.
LoanMaven is a product of HelloMavens, a consulting firm run by Salesforce and mortgage experts. We lived this problem from the inside before we decided to fix it.
Kerry Proksel • Co-founder
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.
Michael Berris · Co-founder
20 years of leadership experience across sales, RevOps, product and Salesforce, including 10+ years leading sales teams at Rocket Mortgage and optimizing CRM systems for thousands of Rocket LOs and processors. Former CPO at National Debt Relief.
From a LoanMaven for Salesforce client
“As the owner of Woodward Home Lending, I’ve worked with another Salesforce implementation company before LoanMaven, and the experience wasn’t even close. The company Salesforce referred us to was a nightmare. Slow responses, constant delays, and frustrating to work with. LoanMaven was the exact opposite. They built our Salesforce cleanly, moved fast, and anytime we had an issue or needed something changed, they handled it right away. What stood out most was their communication and responsiveness. They actually pick up the phone, answer questions, and get things done without making you wait. If you’re a broker looking for a team that understands the mortgage business and delivers what they promise, I’d highly recommend LoanMaven.”
Mike Ismael, Broker/Owner, Woodward Home Lending
Common questions.
What is LoanMaven CRM?
LoanMaven CRM is a standalone mortgage CRM built by HelloMavens for mortgage brokers, loan officers, processors and independent mortgage banks. It syncs with Arive, includes a built-in dialer, connects to Gmail, Outlook, Google Calendar, Outlook Calendar and Zapier, and automates follow-ups with flows, email alerts and lead routing. It doesn't require Salesforce.
How is LoanMaven CRM different from LoanMaven for Salesforce?
LoanMaven CRM is a complete CRM on its own, with email, calendar, calling, automation and Zapier built in. LoanMaven for Salesforce is a managed package that adds LoanMaven's mortgage tools to your existing Salesforce org. Choose LoanMaven CRM if you don't use Salesforce, and LoanMaven for Salesforce if you do.
Do I need Salesforce to use LoanMaven CRM?
No. LoanMaven CRM runs on its own as a secure web app. If you already use Salesforce, look at LoanMaven for Salesforce instead.
Does LoanMaven CRM work with Arive?
Yes. Loans sync from Arive into LoanMaven CRM, and you control how Arive fields map to LoanMaven fields.
Which email, calendar and phone tools does it connect to?
LoanMaven CRM connects to Gmail and Outlook for email, Google Calendar and Outlook Calendar for scheduling, and Twilio for calling. Gmail and Outlook add-ons let you work with leads and loans from your inbox.
Can LoanMaven CRM route leads to the right loan officer?
Yes. Lead routing sends each new lead to a loan officer licensed in the property's state, using round-robin or load-balanced assignment with caps per rep. If no licensed loan officer is available, the lead waits in a shared queue.
How is LoanMaven CRM priced?
Pricing depends on the size of your shop. We'll walk through it and give you a quote on a discovery call.
Can I migrate from another CRM?
Yes. You can import leads and loans from spreadsheets or MISMO files, and we can help move your data from another CRM. The scope depends on how much data you have, and we'll size it with you on a discovery call.
Ready to see it in action?
Schedule a personalized demo of LoanMaven CRM using your own data.