Monitorbase
MonitorBase is a SaaS platform that helps U.S. mortgage loan officers retain borrowers by alerting them when contacts become mortgage-ready, serving hundreds of lenders via subscription since 2007 and now operating under MMI.
- Company typePrivate
- Founded2007
- HeadquartersMurray, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Monitorbase does
MonitorBase LLC is a U.S.-based SaaS provider of borrower retention and lead intelligence software for the mortgage origination industry. Founded in 2007 and headquartered in Murray, Utah, the company monitors loan officers' existing contact databases to surface borrowers who are likely to refinance, purchase, or otherwise re-enter the mortgage market within a 90-day window. The core Borrower Retention System is augmented by four alert modules — Predictive Scenario Alerts (seven categories from home buying to reverse mortgage), Inquiry Alerts (competitor shopping detection), Credit Migration Alerts (credit profile improvements), and Listing Alerts (property sale signals) — plus a SoftPull instant credit pre-qualification tool and a developer-facing API. The platform is enriched by an Experian data partnership and distributed through direct sales and integrations with six major mortgage CRM platforms including Bonzo, BnTouch, insellerate, Surefire, Big Purple Dot, and Velocity.
The company operates a subscription-based revenue model with customized monthly pricing tiers built around customer size, ranging from individual loan officers to enterprise mortgage lenders. Its GTM motion is sales-led with an inside sales team handling inbound demo requests (via phone at 888-217.1361) and dedicated enterprise field sales for large lender accounts. MonitorBase reports being trusted by hundreds of lenders across the U.S. As of 2025, MonitorBase operates as a subsidiary of MMI (Market Mortgage Intelligence), a multi-brand mortgage technology platform that also owns Bonzo and Data Center. The company is privately held with 11-50 employees, no disclosed venture funding, and Louis Zitting serving as CEO and founder.
Monitorbase firmographics
Firmographics- Name
- Monitorbase
- Legal name
- MonitorBase LLC
- Website
- https://ww3.monitorbase.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MonitorBase is a SaaS platform that helps U.S. mortgage loan officers retain borrowers by alerting them when contacts become mortgage-ready, serving hundreds of lenders via subscription since 2007 and now operating under MMI.
- Ownership category
- akta.pro rank
Monitorbase industry classification
Industry- Product category
- Mortgage Borrower Retention Software
- NAICS
- Activities Related to Credit Intermediation (5223)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Credit Education, Monitoring & Consumer Credit Management Tools (FSAKAKAJ)
Keywords
Where Monitorbase is headquartered
LocationHeadquarters
- HQ city
- Murray
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Monitorbase business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Borrower Retention SaaS Subscription: MonitorBase operates on a subscription-based model providing access to their borrower retention platform. Pricing is customized for each mortgage professional, whether loan officer or enterprise lender. The platform delivers alerts including Inquiry Alerts, Credit Migration Alerts, Listing Alerts, and Predictive Scenario Alerts on a daily basis.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Custom pricing based on customer type and scale |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Monitorbase product offering
Product offeringCore offering
MonitorBase provides a subscription-based Borrower Retention System that monitors mortgage lenders' contact databases and delivers daily alerts when contacts are likely to need a mortgage, including competitor-shopping inquiries, credit improvements, property listings, and 90-day predictive loan scenarios. The platform combines these alerts with a SoftPull soft-credit pre-qualification tool, a developer API, and CRM integrations to help loan officers retain past clients and identify new loan opportunities.
Product overview
MonitorBase is a unified Borrower Retention System designed for mortgage origination professionals. The core platform monitors contact databases and delivers automated alerts when borrowers exhibit mortgage-ready signals. The product suite consists of the main Borrower Retention System as the unified platform, supplemented by four alert modules: Predictive Scenario Alerts (using proprietary ML to forecast loan intent 90 days out), Inquiry Alerts (competitor shopping detection), Credit Migration Alerts (credit improvement signals), and Listing Alerts (property sale/rental detection). Add-on capabilities include SoftPull instant credit pre-qualification technology and a MonitorBase API for developer integration. Data is sourced from Experian and proprietary technology partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- MonitorBase Borrower Retention System Unified subscription platform that monitors mortgage lenders' contact databases and delivers daily alerts identifying mortgage-ready signals (inquiries, credit changes, property listings, predictive 90-day loan scenarios) to help individual loan officers and enterprise lenders retain past clients and find new loan opportunities.
- SoftPull - Instant Credit Pre-qualification Soft-credit inquiry technology that allows prospective borrowers to be pre-qualified without affecting their credit score, generating 24/7 inbound leads via trackable referral links and saving costs on credit reports; used by loan officers and their realtor/referral partners.
- MonitorBase API Developer-facing API product enabling integration of MonitorBase borrower retention alerts (inquiry, credit migration, listing, predictive scenario) and supporting data into third-party mortgage technology systems and customer workflows.
Companies that use Monitorbase
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Monitorbase technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability3 records
Feature6 records
Monitorbase partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- ExperiancoreData quality partnership with Experian™ providing the foundation for high-quality borrower alerts. Experian credit data enhances the accuracy and reliability of MonitorBase's monitoring services.
- BonzocoreCRM integration partner enabling MonitorBase alerts to be delivered within Bonzo's mortgage CRM platform.
- BnTouchcoreCRM integration partner for seamless alert delivery within BnTouch's mortgage production platform.
- inselleratecoreCRM integration partner providing MonitorBase borrower intelligence within insellerate's marketing platform.
- SurefirecoreCRM integration delivering MonitorBase alerts through Surefire's mortgage CRM system.
- Big purple DotcoreCRM integration partner connecting MonitorBase borrower retention alerts with Big purple Dot's platform.
- VelocitycoreCRM integration partner enabling MonitorBase alert delivery within Velocity's mortgage technology platform.
- MMI (Market Mortgage Intelligence)flagshipMonitorBase is now part of MMI (Market Mortgage Intelligence), expanding its reach through the MMI ecosystem including other brands like Data Center and Bonzo.
- National Consumer Reporting Association (NCRA)minorIndustry membership providing credibility and regulatory alignment for consumer credit reporting operations.
- Mortgage Action AllianceminorIndustry membership organization supporting mortgage professionals through advocacy and resources.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Monitorbase competitors and assessment
Company assessmentDirect peers
- Homebot: Homebot is a homeowner engagement and retention platform for mortgage lenders and real estate agents, surfacing refinance, HELOC, and home equity opportunities. It directly competes with MonitorBase's borrower-retention alerting use case, serving many of the same retail loan officers.
- Total Expert: Total Expert is a customer engagement and marketing automation platform purpose-built for mortgage lenders. It overlaps MonitorBase in lender CRM-integrated borrower communications and increasingly in triggers based on life-stage and credit events.
- Maxwell: Maxwell provides a digital mortgage point-of-sale and lender business platform used by中小型 mortgage lenders. While broader than MonitorBase, Maxwell competes for the same mid-market lender technology budget and is expanding into retention-style use cases.
- Lendesk: Lendesk is a Canadian-founded mortgage technology provider that connects borrowers, brokers, and lenders through a digital application and lead-routing platform. Its broker-lender matching and CRM-adjacent features place it in the same competitive set as MonitorBase for borrower identification and routing.
Emerging players
- BeSmartee: BeSmartee is a digital mortgage platform offering point-of-sale, API, and workflow tools to lenders. It competes with MonitorBase indirectly by enabling lenders to capture and act on borrower data themselves rather than relying on a third-party alerting layer.
- Lendio: Lendio operates a small-business loan marketplace and lender CRM tooling. While focused on SMB lending rather than mortgage, its lender-facing technology and borrower-matching approach share patterns with MonitorBase's loan-officer enablement model.
Broad incumbents
- ICE Mortgage Technology (Ellie Mae): ICE Mortgage Technology operates the Encompass loan origination system that dominates U.S. mortgage LOS. It is a broad incumbent whose embedded workflows, data assets, and integrations could absorb or replicate MonitorBase's alerting functionality over time.
- Mortgage Cadence (Accenture): Mortgage Cadence is an Accenture-owned digital mortgage origination platform serving large enterprise lenders. It competes for enterprise mortgage technology spend and could expand into borrower-retention alerting as part of its broader platform.
- nCino Mortgage (formerly SimpleNexus): nCino's Mortgage Suite (built on the SimpleNexus acquisition) is a digital homeownership platform for lenders and their borrowers. It overlaps MonitorBase in borrower engagement and referral-partner workflows, particularly for retail and direct-to-consumer lenders.
Others
- Bonzo: Bonzo is a mortgage CRM and marketing automation platform and a sister company to MonitorBase under MMI. Although it is a distribution partner rather than a direct competitor, Bonzo's CRM-centric feature roadmap is a competitive threat if it bundles borrower alerting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Monitorbase social profiles
Digital presenceMonitorbase compliance and trust
Trust signalCompliance1 record
Monitorbase financial estimates
Financial estimateRevenue estimate
Valuation estimate
Monitorbase leadership team
Management profileNumber of profiles
Profiles1 record
Monitorbase funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Monitorbase M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Monitorbase
What does Monitorbase do?
MonitorBase provides a subscription-based Borrower Retention System that monitors mortgage lenders' contact databases and delivers daily alerts when contacts are likely to need a mortgage, including competitor-shopping inquiries, credit improvements, property listings, and 90-day predictive loan scenarios. The platform combines these alerts with a SoftPull soft-credit pre-qualification tool, a developer API, and CRM integrations to help loan officers retain past clients and identify new loan opportunities.
Is Monitorbase a public or private company?
Monitorbase is a private company. It is classified as corporate owned and is currently operating.
When was Monitorbase founded?
Monitorbase was founded in 2007. It employs 11 to 50 people.
Where is Monitorbase based?
Monitorbase is headquartered in Murray, United States, in the North America region.
How does Monitorbase make money?
One revenue line is on record: borrower Retention SaaS Subscription.
Who are Monitorbase's main competitors?
Direct peers on record are Homebot, Total Expert, Maxwell and Lendesk. Emerging players are BeSmartee and Lendio. Broad incumbents are ICE Mortgage Technology (Ellie Mae), Mortgage Cadence (Accenture) and nCino Mortgage (formerly SimpleNexus). Bonzo is listed as an others.
Does Monitorbase have an API?
Yes. MonitorBase offers an API that enables mortgage professionals to integrate borrower retention alerts and data into their existing systems. The API supports features including inquiry alerts, credit migration alerts, listing alerts, and predictive scenario alerts.
What industry is Monitorbase in?
Monitorbase's product category is Mortgage Borrower Retention Software. Its primary akta.pro industry code is FSAKAKAJ, Credit Education, Monitoring & Consumer Credit Management Tools. Its NAICS code is 5223 and its SIC code is 7320.