Trail CRM

What Trail CRM does

Trail CRM, operated by Trail Limited, is a cloud-based CRM and practice management platform purpose-built for New Zealand mortgage, insurance, and investment brokers. The software is delivered as a unified platform with three integrated modules — Trail for Mortgage (branded client applications, automated bank servicing calculations across major NZ lenders, fixed-rate reviews, document collection), Trail for Insurance (interactive fact-finds, needs analysis, statements of advice, policy anniversary automation), and Trail for Investment (client portfolio tracking, KiwiSaver, managed funds) — plus an add-on, Trail Research, for insurance product comparison. The platform is hosted on Microsoft Azure with encryption at rest and in transit, integrates with Gmail, Outlook, Google Maps, NZBN, ActiveCampaign, and MailChimp, and is designed around NZ-specific FSLAA compliance requirements with 7+ year data retention and audit trails.

The company was founded in 2015 by Chuck Slogrove, Ben Krebs, and Jon Krebs, who built the product to solve operational pain points in their own broking business (Mortgage HQ/iRefi Limited, which settled over $200mn in mortgages) before exiting the advice business in 2017 to focus on the software. Trail Limited is headquartered in Auckland, New Zealand, with additional engineering and operations teams in Ho Chi Minh City, Vietnam, and the Philippines, totaling approximately 20-25 employees. Current leadership includes CEO Warwick Slow (also a KAN co-founder), General Manager Sarah Johnston (former Westpac Broker Channel establisher), and the founding team retained in product and technology roles.

Trail operates a hybrid go-to-market model: a product-led growth motion via a 60-day risk-free trial and self-serve website sign-up, supplemented by enterprise sales support for larger broker teams and a strategic distribution partnership with Kiwi Adviser Network (KAN), New Zealand's leading mortgage and insurance aggregator. Revenue is generated through per-broker subscription licensing with tiered pricing (broker licenses and lower-cost assistant/admin licenses), annual billing, and volume discounts for larger teams. The company is privately held, bootstrapped, and self-funded, with no external venture capital or institutional investors disclosed.

Name

Trail CRM

Legal name

Trail Limited

Website

https://gettrail.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Trail CRM is a cloud-based CRM and practice management platform built specifically for New Zealand mortgage, insurance, and investment brokers, offering automated workflows, FSLAA-compliant recordkeeping, and bank-specific lending calculations on Microsoft Azure.

Ownership category

akta.pro rank

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscription (Per Broker License): Trail charges subscription fees per broker license with tiered pricing. Larger businesses receive volume discounts per broker. Assistant/admin licenses are available at a fraction of the broker price. No long-term contracts required, with annual payment options and discounts available.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Trail CRM is a cloud-based customer relationship management platform purpose-built for New Zealand mortgage, insurance, and investment brokers. It provides branded client application workflows, automated bank servicing and lending calculations (UMI, LVR), fixed rate review automation, online fact finds, customisable statements of advice, pipeline management, and built-in compliance tooling aligned to NZ FSLAA requirements, sold as a per-broker subscription.

Product overview

Trail CRM is a unified cloud-based CRM platform designed specifically for New Zealand mortgage and insurance brokers. The core product, Trail CRM, serves as the central platform with three integrated modules: Trail for Mortgage (handling lending applications, servicing calculations, and fixed rate reviews), Trail for Insurance (managing fact finds, needs analysis, and statements of advice), and Trail for Investment (tracking investment products and portfolios). An optional add-on called Trail Research provides insurance product comparison and ratings. The platform integrates with Gmail, Outlook, ActiveCampaign, MailChimp, NZBN, and Google Maps, and includes compliance tools supporting FSLAA requirements.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Mortgage Lab doubled loan writing capacity from 8 to 20 applications per month without additional admin staff
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature10 records

Partnerships

Four partnerships are on record, tiered core.

• Kiwi Adviser Network (KAN)coreChannel Partner/ Reseller/ DistributorKAN is New Zealand's leading mortgage and insurance aggregator and Trail's primary distribution partner. KAN provides brokers with access to Trail's CRM software along with quality lenders, daily commission payment, commission tracking, and compliance support. The partnership enables brokers to implement Trail as part of their aggregation package.
• Microsoft AzurecoreTechnology or IntegrationTrail's software and customer data is hosted through Microsoft Azure, leveraging their extensive data security certifications and physical security infrastructure. Azure provides cloud hosting, DDoS protection, and scalable computing resources.
• GooglecoreTechnology or IntegrationGoogle integrations include Gmail (two-way email sync), Google Calendar, Google Maps (address lookup and imaging), and Google Workspace data for Trail features. Trail adheres to Google API Services User Data Policy including Limited Use requirements.
• Microsoft (Outlook)coreTechnology or IntegrationTwo-way Outlook email integration automatically saves emails to client profiles for compliance and enables sending communications from within Trail using connected email address.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wealthbox CRM: Wealthbox is a CRM built specifically for financial advisors in North America, with features for pipelines, task management, and client communication. Comparable to Trail as a vertical SaaS CRM serving financial advisers rather than a generic CRM adapted to the industry.
• Redtail Technology: Redtail is a CRM and workflow platform for financial advisors in the US, focused on practice management, client engagement, and integrations. It mirrors Trail's positioning as an industry-specific CRM for advice businesses with similar feature scope.
• Midwinter Financial Software: Midwinter is an Australian financial advice platform serving financial planners, mortgage brokers, and accountants with CRM, SOA generation, and compliance tools. It is comparable to Trail as an AU/NZ-focused vertical advice platform with similar product breadth across advice types.
• BackNine Insurance & Financial Services CRM: BackNine is a CRM and agency management system built for insurance and financial services producers. Comparable to Trail as an all-in-one CRM for insurance and investment advisers with workflow automation and compliance features.
• Practifi: Practifi is a CRM and practice management platform purpose-built for financial advisers, with strong presence in Australia and expansion into other markets. Directly comparable to Trail in target customer (financial advisers), vertical focus, and workflow/pipeline features.
• Xplan (IRESS): Xplan by IRESS is a leading practice management and CRM platform used by Australian and New Zealand financial advisers and mortgage brokers. It is the most direct competitive substitute to Trail in the AU/NZ advice market, with overlapping compliance, fact-find, and SOA workflows.

Regional players

• Moneyinfo: Moneyinfo is a UK-based client portal and back-office platform for financial advisers with CRM, document storage, and branded client apps. Similar in concept to Trail's branded client application process but operating in a different geography.
• Intelliflo: Intelliflo is a UK-based back-office and CRM platform for financial advisers and paraplanners, offering fact-find, research, and portfolio tools. Comparable to Trail as a vertical advice platform, but primarily serving UK advisers rather than competing in NZ.

Broad incumbents

• HubSpot CRM: HubSpot is a broad CRM and marketing automation platform commonly adopted by smaller brokerages as a generic alternative to vertical CRMs. It is comparable to Trail in the CRM category but lacks purpose-built NZ mortgage/insurance workflows.
• Salesforce Financial Services Cloud: Salesforce's Financial Services Cloud is a horizontal CRM extended with financial-services-specific data models, workflows, and compliance features. It competes with Trail as a broader incumbent offering rather than a NZ-only vertical specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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 Trail CRM