Top of Mind

What Top of Mind does

Top of Mind Networks is an Atlanta-based SaaS provider, founded in 2003/2004, that operates the Surefire CRM platform, positioned as the #1 Most-Used Mortgage CRM. The company serves U.S. mortgage lenders across retail, wholesale/third-party origination, consumer-direct, credit union, and independent broker channels, with customers ranging from individual loan officers to enterprise organizations with over 1,000 users. The platform addresses the full mortgage customer lifecycle from lead capture through post-close repeat and referral business.

The Surefire platform is a cloud-based, mortgage-specific marketing automation and CRM system built on open APIs with native integrations across the dominant loan origination systems (Encompass, Empower, LendingPad, LendingQB, OpenClose, Calyx), point-of-sale solutions (SimpleNexus, Blend, Floify, BeSmartee), pricing engines (Optimal Blue), and a Salesforce Lightning connector. Core modules include Power Calls (outbound dialing with pre-recorded voicemail, claimed to reduce call time by 66%), Power Messaging (SMS marketing with compliance disclaimers), Power Video (compliance-differentiated video messaging), Client for Life (post-close omnichannel nurture workflow), Blueprints for Success (onboarding and pre-configured workflows), and a content library of over 1,000 compliance-ready pieces. Features such as Round Robin and Shark Tank lead routing, rate alerts tied to PPE integrations, and Single Property Sites extend the platform into consumer-direct acquisition and real estate agent workflows.

Top of Mind generates revenue primarily through annual SaaS subscriptions priced per user, scaled to organization size from individual brokers to enterprise lenders. Go-to-market is sales-led with enterprise field sales, inside sales for mid-market, and self-serve/educational content (Mortgage Marketing University) for SMBs. The company is a privately held subsidiary of Black Knight, which was acquired by Intercontinental Exchange (ICE) in 2022-2023, placing Top of Mind within a large publicly traded fintech conglomerate. A 2018 funding round from Primus Capital Partners is on record, but no recent independent fundraising is disclosed.

Name

Top of Mind

Legal name

Top of Mind Networks

Website

https://topofmind.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Top of Mind Networks operates Surefire CRM, the #1 Most-Used Mortgage CRM and marketing automation platform, serving U.S. mortgage lenders from individual brokers to enterprise organizations with 1,000+ users. The cloud-based, compliance-ready platform integrates with major loan origination and pricing systems and is a subsidiary of ICE/Black Knight.

Ownership category

akta.pro rank

Product category

Mortgage CRM & Marketing Automation Software

NAICS

Direct Mail Advertising (54186), Direct Mail Advertising (541860)

SIC

Services-Prepackaged Software (7372), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Marketing Automation & Campaign Management CRM (HDAEAFAB)

akta.pro secondary industries

Customer Success & Account Management CRM (HDAEAFAD), Lead Nurturing & Marketing Operations (List Management, Scoring) (MPAAAIAJ), Mortgage Lead Generation & Marketing Intermediaries (FSALABAI), Data & Analytics for CRM (Attribution, BI, Predictive) (BPAFAFAE)

Keywords

• Mortgage CRM software
• Mortgage marketing automation
• Loan officer marketing
• Mortgage lead generation
• Mortgage compliance content

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Software Subscriptions (SaaS): Surefire CRM and Mortgage Marketing Engine is priced based on the size of the group that will be using the software, from individual brokers to organizations over 1,000 users. This positions Surefire as both a growth engine for smaller lenders to scale and a recruiting tool for larger lenders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Top of Mind Networks sells Surefire CRM, a mortgage-specific customer relationship management and marketing automation platform designed for lenders ranging from individual brokers to enterprise organizations with over 1,000 users. The platform unifies lead management, omnichannel marketing workflows (email, SMS, video, phone, print, social), a compliance-ready content library with 1,000+ pieces, post-close Client for Life nurturing, and native integrations with major loan origination, point-of-sale, and pricing engine systems. Revenue is generated primarily through annual SaaS subscriptions scaled by user group size.

Product overview

Top of Mind Networks offers Surefire CRM, a unified mortgage marketing platform architecture combining a core CRM engine with integrated modules. The platform is designed for lenders of all sizes from individual brokers to enterprise organizations. The core Surefire CRM serves as the central hub, complemented by communication modules (Power Calls for outbound dialing, Power Messaging for SMS, Power Video for video messaging), content solutions (Surefire Content/Creative with 1,000+ compliance-ready pieces), workflow automation (Client for Life post-close campaigns, Blueprints for Success onboarding, general Marketing Automation), and supporting tools including print, email, social media marketing, Single Property Sites, and Interactive Calculators. Professional Services provides implementation support. The platform integrates with major LOS, POS, PPE, and sales tools providers and supports multiple lending channels including wholesale, consumer direct, retail, and credit union.

Differentiator

Problem solved

Functional benefit

Brands

• Surefire CRM: The #1 Most-Used Mortgage CRM platform providing marketing automation, lead generation, and customer relationship management for mortgage lenders.
• Power Calls
• Power Messaging
• Power Video
• Surefire Content
• Client for Life
• Blueprints for Success
• Mortgage Marketing University

Products and services

• Surefire CRM Mortgage-specific customer relationship management and marketing automation platform that helps mortgage professionals win new business, drive repeat business, and earn referral business through omnichannel workflows and a centralized content library, serving individual brokers through enterprise organizations with 1,000+ users.
• Power Calls Outbound calling solution that enables loan officers to queue and dial a series of borrowers at the click of a button, drop pre-recorded voicemails while the next number dials, and dramatically reduce manual call preparation time.
• Power Messaging SMS marketing automation solution that enables instant connection with prospects through tailored, compliance-aware text messages, including embedded links, videos, and required disclaimers.
• Power Video Personalized video messaging platform built specifically for the mortgage industry, allowing loan officers to record and send one-to-one videos to borrowers through Surefire CRM, with embedded compliance features.
• Client for Life Workflow Post-close engagement workflow that continuously nurtures closed borrowers via interactive media, greetings, SMS, printed postcards, and personalized post-close gifts to drive repeat and referral business.
• Blueprints for Success Onboarding and implementation program that pre-configures Surefire CRM with proven out-of-the-box workflows tailored to user preferences and profitability objectives, shortening time-to-value for new customers.
• Surefire Content Mortgage-specific content library providing 1,000+ compliance-ready marketing assets including interactive media, multimedia outreach, calculators, and dynamic image-based mortgage content updated by in-house creative experts.
• Professional Services Done-for-you marketing services including fully administered campaigns, fractional CMO support, data cleanup, and borrower list consolidation to help lenders extract maximum value from Surefire CRM.
• Mortgage Email Marketing Email marketing automation solution with preconfigured workflows, templates, and multimedia content options including video-based and animated market and local reviews for periodic delivery.
• Mortgage Print Marketing Print marketing solution including direct mail, mortgage postcards, rate sheets, open house flyers, educational flyers, and closing gifts, paired with on-demand print fulfillment services.
• Mortgage Social Media Marketing Social media marketing solution providing scheduling, compliance tracking, recurring deployments, and access to mortgage-specific content libraries to maintain consistent social presence.
• Mortgage Marketing Automation Marketing automation platform with rule-based workflows for inbound leads, nurture campaigns, in-process loans, re-engagement, and post-close communications across multiple channels.
• Mortgage Video Marketing Video marketing strategy and content production service providing educational/explainer videos, commercials, testimonials/case studies, webinars, and animated videos for engagement across owned and paid media channels.
• Single Property Sites Dedicated landing pages for individual MLS property listings featuring images and specifications, with dynamic financing cost estimates when integrated with pricing engines and Open House Intelligence for lead capture.
• Interactive Calculators Mortgage calculators and interactive tools for lead generation, borrower education, and website engagement including neighborhood reports, mortgage comparisons, and payment calculators.
• Surefire Creative Standalone content augmentation product for organizations that already have a CRM and marketing automation platform, providing hundreds of additional compliance-ready content items including complex interactives, calculators, and dynamic image-based mortgage content.

Quantifiable outcome

• Power Calls cuts outbound call time by 66%
• +5 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

AI capability7 records

Feature10 records

Partnerships

Ten partnerships are on record, tiered core.

• BlendcoreTechnology or IntegrationBlend helps lenders streamline the customer journey for any banking product from application to close helping financial institutions to acquire more customers and increase productivity.
• Empower (Black Knight)coreTechnology or IntegrationEmpower loan origination system delivers the functionality lenders need to seamlessly originate loans on one, powerful platform. Empower supports retail, consumer-direct, home equity, correspondent, wholesale and assumption channels.
• Encompass (Ellie Mae)coreTechnology or IntegrationEncompass allows team members to track loan files throughout the entire origination process. The system also provides systems for expediting the underwriting process.
• FloifycoreTechnology or IntegrationDesigned for loan originators and mortgage professionals, Floify is the industry's leading point-of-sale solution that streamlines the loan process.
• LendingPadcoreTechnology or IntegrationEnable real-time sharing of contact records and loan milestones between Surefire CRM and LendingPad LOS.
• LendingQBcoreTechnology or IntegrationLendingQB is a trusted mortgage loan origination system which optimizes the origination process through browser-based software.
• OpenClosecoreTechnology or IntegrationOpenClose is web-based mortgage software with tools for creating, uploading, and managing digital loan folders with origination forms, disclosures, underwriting and credit responses.
• Optimal BluecoreTechnology or IntegrationOptimal Blue's product and pricing solution delivers the most comprehensive functionality, enhances workflow efficiencies, and enables lenders to stay competitive.
• SalesforcecoreTechnology or IntegrationSalesforce is a cloud-based customer relationship management (CRM) platform that provides a suite of enterprise applications. Surefire offers Salesforce Lightning connector integration.
• SimpleNexuscoreTechnology or IntegrationSimpleNexus is the digital mortgage platform that enables lenders to originate and process loans from anywhere.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Velocify (ICE Mortgage Technology): Velocify is a lead management and CRM platform purpose-built for mortgage and sales organizations, including direct competitors to Surefire under ICE's mortgage technology umbrella. Both compete for the same loan-officer seat and lead-routing budget, with overlapping power-dialer and pipeline features.
• Total Expert: Total Expert is a mortgage and financial-services customer engagement platform combining CRM, marketing automation, and member-loyalty workflows. It competes head-to-head with Surefire for the marketing and engagement budget of banks, credit unions, and mortgage lenders, with similar omnichannel execution.
• Mortgage Cadence: Mortgage Cadence provides an enterprise digital mortgage platform covering loan origination, workflow, and customer engagement. It overlaps Surefire at the enterprise lending tier and competes for the same technology budget at large banks and credit unions.

Emerging players

• Bonzo: Bonzo is a mortgage-specific CRM and marketing automation platform targeting independent mortgage brokers and small lenders. It overlaps with Surefire's smaller-end SMB offering with comparable email, SMS, and pipeline automation features at a lower price point.
• Homebot: Homebot is a client-for-life portal that delivers personalized homeownership intelligence to past clients and prospects. It directly overlaps Surefire's Client for Life workflow and competes for retention and refinance marketing budgets within the same lender base.
• BombBomb: BombBomb is a video messaging platform with a native integration into Surefire CRM that is also sold standalone to mortgage and sales teams. It overlaps directly with Surefire's Power Video module and is both a partner and partial competitor for the same video messaging budget.
• Blend: Blend is a digital mortgage platform spanning POS, verification, and consumer-facing engagement, with whom Surefire has a core integration. It overlaps Surefire at the consumer direct lending journey and competes for the same enterprise mortgage technology budget.

Broad incumbents

• Salesforce: Salesforce is the dominant horizontal CRM platform with a Financial Services Cloud and a Lightning connector that integrates directly into Surefire. It competes with Surefire at larger enterprises that prefer a generalist CRM and increasingly offers vertical-specific tooling that overlaps Surefire's mortgage features.
• HubSpot: HubSpot is a broad CRM and marketing automation platform widely adopted by SMBs including individual loan officers and small mortgage shops. It competes with Surefire's lower-end offering on email, social, and pipeline management, with growing templates for financial services.
• Marketo (Adobe): Marketo is an enterprise marketing automation platform under Adobe that competes with Surefire's campaign management, lead nurturing, and email automation capabilities for mid-market and enterprise lenders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mortgagecrm
• YouTubeyoutube.com/channel/UCa9b2uAhtabCaOKuaSCzlBA
• Facebookfacebook.com/surefirecrm
• LinkedInlinkedin.com/company/top-of-mind-networks
• Instagraminstagram.com/topofmindnetworks
• Pinterestpinterest.com/surefirecrm

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Top of Mind