Effi vs Salesforce for mortgage brokers
We’ve been featured in some stellar industry publications
Looking for a Salesforce alternative?
Salesforce is a blank canvas you pay someone to paint. Effi arrives finished: built for Australian broking from day one, with the fact find, credit guide, client portal, AI and aggregator integrations already working. Smaller brokerages can be live in a day, and large enterprises in about four weeks.
Built for businesses with their own tech teams
Lendi uses Salesforce's Service Cloud and Marketing Cloud (Salesforce), and Aussie adopted Salesforce for broker lead and opportunity management in 2020 (Broker News). Both are large businesses with their own technology teams to build and maintain it. Most brokerages would rather spend that time writing loans.
What it takes to make Salesforce a broker CRM
Picking the right edition. The financial services data model comes with Financial Services Cloud, not the standard Sales Cloud plans (Salesforce Australia).
Working with a US loan model. Salesforce's mortgage objects are based on the Uniform Residential Loan Application, a US form (Salesforce architecture). An Australian fact find, credit guide and best interests duty records (ASIC RG 273) need to be configured on top.
Connecting your aggregator. We found no AppExchange integration for Connective Mercury, Salestrekker, AFG Flex or ApplyOnline as of October 2026, so this would be a custom build.
Adding e-signatures and a client portal. Salesforce doesn't include its own e-signature, so brokers add a tool like DocuSign. A client portal runs on Experience Cloud, a separate Salesforce product.
Implementation. Most firms use a Salesforce partner to set it up. Partner packages for a small Financial Services Cloud setup quote four to six weeks, before integrations and data migration (Vantage Point).
What Effi includes instead
Effi is built around the Australian loan from the start. The digital fact find and client portal, Effi Signature, the AI Document Analyser, Smart Fill fact find automation, 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. AI Insights flags missing details and document risks on every lead, and Effi tracks rate expiry and loan health after settlement.
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.
Salesforce details checked October 2026.
Thinking about switching?
Couldn't we just build all this in Salesforce?
You could, and some of Australia's biggest lending brands have. But you'd be paying a partner to rebuild what Effi already has: an Australian fact find, credit guide signing, a client portal, AI document processing and integration with 95% of aggregator software. With Effi, you start on day one with all of it working.
Is Effi built for a larger brokerage?
Yes. Effi Enterprise adds advanced workflows, bespoke reporting, two-way API sync, custom hosting and a dedicated account manager, so larger groups get the flexibility they'd look to Salesforce for without the build.
How quickly can we be up and running?
Smaller brokerages can be live on Effi in a day, and large enterprises are typically up and running in about four weeks, with the fact find, client portal, AI and aggregator integrations already working. A Salesforce rollout typically starts with an implementation partner and runs for weeks before aggregator integrations and data migration are even added.
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 what a brokerage looks like without the build
Book a demo and we'll run a real home loan through Effi, from enquiry to settlement.
Book a demo