Surefire CRM

Surefire was built by Top of Mind Networks, an Atlanta company founded in 2003, and is used only in mortgage lending. Black Knight bought Top of Mind in 2021 in a deal reported at about 250 million dollars, and Black Knight later became part of ICE. The product is aimed at loan officers and at consumer-direct, retail, wholesale/TPO and cross-selling lenders. Its tools include Power Calls, which queues borrower calls and drops prerecorded voicemails, Power Messaging for texting, Power Video for personal video messages, and a post-close campaign called Client for Life that combines media, texts, printed postcards and gifts. Surefire Content generates personalized postcards, emails and flyers, and workflows trigger campaigns and distribute leads. The platform connects to loan origination, point-of-sale and pricing engine systems, and it has an API and mobile apps. Pricing is not published on the vendor site. The vendor asks for a demo, and third-party listings cite a single custom-priced plan, plus an AIME-member promotion of about 150 dollars per seat per month with a setup fee. The main limitation is that it only suits mortgage businesses. Reviewers also report a learning curve, reliance on self-service help, and uneven phone support.