Effi vs Pipedrive for mortgage brokers

Pipedrive is a fast, friendly way to track who to call next. Effi does that too, and also runs the parts of a home loan that Pipedrive leaves to you: the fact find, the credit guide, client documents, lodgement and what happens after settlement. You keep the simplicity you liked about Pipedrive and lose the patchwork of tools around it.

Both put your deals on a drag-and-drop board by stage. Both have mobile apps, so you can work your pipeline from the car (here's how that looks in Effi). Both let you call a client from their record.

The difference is what happens when you open a card. In Pipedrive, you find a contact and a deal value. In Effi, you find the client's fact find, their documents, a signed credit guide and AI telling you what the deal needs next. And Effi is SOC 2 compliant, with tax file numbers redacted automatically from documents clients upload.

Automation isn't on every plan. Pipedrive's entry Lite plan has no workflow automation, and automations start on the Growth plan (Pipedrive support). In Effi, automation is part of how every deal runs.

Web forms and documents depend on your plan. Pipedrive's web forms come with its LeadBooster add-on, and its Smart Docs e-signature tool is an add-on on Lite and Growth. Both are included on Premium and above (Pipedrive support, Pipedrive support).

There's no client portal. Pipedrive doesn't have a native one, and customers have been asking for it in its community forum (Pipedrive community). Effi has a client portal where clients complete their fact find and upload documents.

There's no broker workflow. We found no Pipedrive marketplace integration for Connective Mercury, Salestrekker, AFG Flex or ApplyOnline, and no fact find or credit guide. In Effi, the fact find, credit guide signing with Effi Signature, the AI Document Analyser and Smart Fill automation are part of the platform, and Effi integrates with 95% of aggregator software, including Connective Mercury and Salestrekker.

AI is aimed at sales, not loans. Pipedrive's AI helps write emails, build reports and summarise conversations, with several features limited to higher plans or beta (Pipedrive support). In Effi, Smart Fill identifies payslips, bank statements and ID as clients drop them in and extracts the details into the fact find, the AI Document Analyser reviews documents, and AI takes meeting notes, chases outstanding documents by voice or SMS, and tells you what each lead needs next through AI Insights.

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.

Pipedrive features checked October 2026.