--- title: "Surefire: search popularity in the United States" description: "Surefire is a CRM and marketing platform for mortgage loan officers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/brands/surefire-crm" publisher: "Brandwave" --- # Surefire: search popularity in the United States Surefire is a CRM and marketing platform for mortgage loan officers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Surefire - **Owned by**: ICE Mortgage Technology - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among mortgage CRM software**: 5.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Mortgage CRM software | 5 | 5.1% | 290 | - [Mortgage CRM software](/demand/us/categories/us-mortgage-crm-software) ## Top mortgage CRM software in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Surefire was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Surefire is the fourth most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | BNTouch | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Shape | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Jungo | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Surefire | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Mloflo | 5th | 0 of 3 | 2 of 2 | 2 of 5 | | Bonzo | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Total Expert | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Velocify | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | uSherpa | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about mortgage CRM software - Asked ChatGPT "Which mortgage CRM should I use in the US?": 1. BNTouch, 2. Shape, 3. Jungo, 4. Surefire - Asked ChatGPT "What are the best mortgage CRMs in the US?": 1. Shape, 2. BNTouch, 3. Jungo, 4. Surefire, 5. Total Expert - Asked ChatGPT "What's the best mortgage CRM in the US for an independent loan officer?": 1. BNTouch, 2. Jungo, 3. Surefire, 4. Shape - Searched Google, AI Overview "mortgage crm": 1. Shape, 2. BNTouch, 3. Surefire, 4. Mloflo - Searched Google, AI Overview "crm for loan officers": 1. Shape, 2. BNTouch, 3. Mloflo, 4. Bonzo Not named in any answer: Velocify and uSherpa. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How has branded search demand for Surefire changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Surefire in the United States fell from 510 to 290. - Across the 12 months ending September 2026, Surefire’s share of searches among mortgage CRM software in the United States decreased from 6.8% to 5.1%. - Across the 12 months ending September 2026, Surefire’s share of searches among mortgage CRM software in the United States peaked at 6.9% in November 2025 and was lowest at 5.1% in September 2026. - Across the 12 months ending September 2026, Surefire fell from 4th to 5th among mortgage CRM software in the United States. ## How did search popularity change for United States mortgage CRM software in September 2026? - In September 2026, Total Expert gained share of searches among mortgage CRM software in the United States, from 40.6% to 42.4%. - In September 2026, Velocify gained share of searches among mortgage CRM software in the United States, from 22% to 23%. - In September 2026, Shape lost share of searches among mortgage CRM software in the United States, from 10% to 8.5%. - In September 2026, BNTouch lost share of searches among mortgage CRM software in the United States, from 5.4% to 4.6%. - In September 2026, Surefire lost share of searches among mortgage CRM software in the United States, from 5.9% to 5.1%. - In September 2026, Bonzo rose from 6th to 4th among mortgage CRM software in the United States. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Mortgage CRM software | 510 | 6.8% | 4 | | Nov 2025 | Mortgage CRM software | 420 | 6.9% | 4 | | Dec 2025 | Mortgage CRM software | 410 | 6.8% | 4 | | Jan 2026 | Mortgage CRM software | 520 | 6.8% | 4 | | Feb 2026 | Mortgage CRM software | 420 | 5.9% | 6 | | Mar 2026 | Mortgage CRM software | 420 | 5.9% | 5 | | Apr 2026 | Mortgage CRM software | 420 | 6.6% | 4 | | May 2026 | Mortgage CRM software | 340 | 6.2% | 5 | | Jun 2026 | Mortgage CRM software | 290 | 5.3% | 8 | | Jul 2026 | Mortgage CRM software | 280 | 5.3% | 7 | | Aug 2026 | Mortgage CRM software | 350 | 5.9% | 4 | | Sep 2026 | Mortgage CRM software | 290 | 5.1% | 5 | ## How are Surefire’s branded searches counted? Brandwave collects information about searches that people make online using Surefire’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “surefire crm” - “surefire mortgage” ## Which mortgage CRM software compete with Surefire? - [Total Expert](/demand/us/brands/total-expert) - [Velocify](/demand/us/brands/velocify): Head-to-head: /demand/us/compare/surefire-crm-vs-velocify - [Shape](/demand/us/brands/shape-crm): Head-to-head: /demand/us/compare/shape-crm-vs-surefire-crm - [Bonzo](/demand/us/brands/bonzo): Head-to-head: /demand/us/compare/bonzo-vs-surefire-crm - [BNTouch](/demand/us/brands/bntouch): Head-to-head: /demand/us/compare/bntouch-vs-surefire-crm - [Mloflo](/demand/us/brands/mloflo): Head-to-head: /demand/us/compare/mloflo-vs-surefire-crm - [uSherpa](/demand/us/brands/usherpa) - [Jungo](/demand/us/brands/jungo) ## Who owns Surefire? Surefire is owned by ICE Mortgage Technology. Brandwave also tracks Velocify, owned by the same company, in the United States. - [ICE Mortgage Technology](/demand/us/companies/ice-mortgage-technology): Owns 3 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Surefire? Surefire is owned by ICE Mortgage Technology. Brandwave also tracks Velocify, owned by the same company, in the United States. ## Cite this page Brandwave. "Surefire: search popularity in the United States". https://gobrandwave.com/demand/us/brands/surefire-crm This page is also available as HTML at https://gobrandwave.com/demand/us/brands/surefire-crm. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.