Effi vs HubSpot for mortgage brokers
We’ve been featured in some stellar industry publications
Looking for a HubSpot alternative?
HubSpot is built to market and sell anything. Effi is built to run a home loan, from the first enquiry and fact find through documents and lodgement to the client you keep for years, in one system made for Australian brokers.
With HubSpot, the broking part of the job is something you build and bolt on. With Effi, it's there on day one, and lead capture is built in too.
What you'd add to HubSpot to run a home loan
HubSpot's CRM and Sales Hub cover contacts, deals and a sales pipeline. A broker needs more, and in HubSpot each piece lives in a different place.
Workflow automation. Sales Hub Starter is limited to 50 workflows with restricted triggers and actions. Fully customisable workflows and sequences need Sales Hub Professional or above (HubSpot product catalog).
A client portal. HubSpot's customer portal sits in Service Hub, a separate product from Sales Hub (HubSpot knowledge base).
Collecting client documents. We found no native way for clients to upload requested documents, only third-party marketplace apps.
E-signatures. Quote e-signatures need Revenue Hub Professional or Enterprise (HubSpot knowledge base).
Sensitive client data. HubSpot's sensitive data properties, for things like ID numbers, are an Enterprise feature (HubSpot developer docs).
Your aggregator. We found no HubSpot marketplace app for Connective Mercury, Salestrekker, AFG Flex or ApplyOnline. Salestrekker can be connected through Zapier (Zapier).
The fact find and credit guide. Neither exists in HubSpot. You'd build them with custom properties and forms, or run them in another tool.
None of this makes HubSpot a bad choice. It means the broking part of the job is a build project spread across several HubSpot products.
What Effi includes out of the box
Effi starts from the loan rather than the contact. A digital fact find and client portal, the AI Document Analyser, Smart Fill automation that identifies and tags every document a client drops in and fills in the fact find from it, Effi Signature, bank statements and Open Banking budgeting are all part of the platform, and Effi integrates with 95% of aggregator software, including Connective Mercury and Salestrekker.
For leads, the Effi Widget runs a mini fact find on your website and gets the credit guide signed before the lead reaches you. On every lead, AI Insights shows what's missing and what to do next. Tax file numbers are redacted automatically from documents clients upload, and Effi is SOC 2 compliant.
Smaller brokerages can be live on Effi in a day, and large enterprises are typically up and running in about four weeks. Our onboarding team migrates your existing data so you don't start from scratch.
Already running campaigns in HubSpot?
You don't have to rip it out to move to Effi. Keep HubSpot for email campaigns if you like, and let Effi run every loan. Many brokers find the Effi Widget captures and qualifies website leads so well that they stop needing a separate marketing CRM at all.
HubSpot features checked October 2026.
Thinking about switching?
Why would a broker switch from HubSpot to Effi?
Because HubSpot was built to sell anything, and Effi was built to settle home loans. The fact find, credit guide, client documents and aggregator connection are already in Effi, so you spend your time writing loans instead of configuring software.
What does Effi do that HubSpot doesn't out of the box?
Effi's Smart Fill identifies payslips, bank statements and ID as clients drop them in and extracts the details straight into the fact find, gets your credit guide signed on your website before the lead reaches you, chases outstanding documents with a voice and SMS AI agent, and flags document risks on every lead. It also integrates with 95% of aggregator software.
Do I have to give up HubSpot for marketing?
No. Some brokerages keep HubSpot for campaigns and run every loan in Effi. Others find the Effi Widget captures and qualifies website leads well enough that they no longer need a separate marketing CRM.
How hard is it to switch?
Easier than most brokers expect. Smaller brokerages can be live on Effi in a day, and large enterprises are typically up and running in about four weeks. Our onboarding team migrates your existing data so you pick up where you left off, not from a blank screen.
See a home loan run through Effi
Book a demo and we'll take a real deal from enquiry to settlement, so you can compare it with your HubSpot setup.
Book a demo