Shape vs Surefire:Which is searched more in the United States?
In September 2026, Shape had more branded searches than Surefire among mortgage CRM software in the United States. Shape had about 480 branded searches, while Surefire had 290. Shape made up 8.5% of all mortgage CRM software searches we track, and Surefire accounted for 5.1%.
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Is Shape or Surefire more popular in search?
Compare the CRMs loan officers and mortgage lenders manage leads and borrowers in. 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.
Share of searches by month for Shape, Surefire. The figures are in the table below the chart.
View monthly share of searches table
| Month | Total Expert | Velocify | Shape | Bonzo | Surefire | BNTouch | Mloflo | uSherpa | Jungo |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.9% | 21.5% | 9.7% | 4.3% | 6.8% | 5.2% | 6.4% | 5.2% | 1.9% |
| Nov 2025 | 39.5% | 21.4% | 7.9% | 4.3% | 6.9% | 6.4% | 6.4% | 5.3% | 1.8% |
| Dec 2025 | 39.9% | 21.6% | 8% | 4.3% | 6.8% | 5.3% | 6.5% | 5.3% | 2.3% |
| Jan 2026 | 37.9% | 20.9% | 9.4% | 6.3% | 6.8% | 5.1% | 6.3% | 5.1% | 2.2% |
| Feb 2026 | 40.7% | 18.2% | 8.3% | 6.7% | 5.9% | 4.5% | 8.3% | 5.5% | 2% |
| Mar 2026 | 40.9% | 18.3% | 10.2% | 5.5% | 5.9% | 5.5% | 6.8% | 4.5% | 2.4% |
| Apr 2026 | 37.9% | 20.5% | 11.4% | 5.1% | 6.6% | 5.1% | 6.2% | 5.1% | 2.2% |
| May 2026 | 34.7% | 23.7% | 10.8% | 5.8% | 6.2% | 5.8% | 7.1% | 3.8% | 2% |
| Jun 2026 | 34.7% | 23.8% | 10.8% | 5.9% | 5.3% | 5.9% | 5.9% | 5.9% | 2% |
| Jul 2026 | 35.9% | 24.6% | 9.1% | 6% | 5.3% | 6% | 6% | 4.9% | 2.1% |
| Aug 2026 | 40.6% | 22% | 10% | 5.4% | 5.9% | 5.4% | 4.4% | 4.4% | 1.9% |
| Sep 2026 | 42.4% | 23% | 8.5% | 5.7% | 5.1% | 4.6% | 4.6% | 4.6% | 1.6% |
How has the Shape and Surefire comparison changed over the last 12 months?
3 findings
- Shape was ahead of Surefire in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Shape’s share of searches among mortgage CRM software in the United States moved from 9.7% to 8.5%, and its estimated monthly branded searches moved from 720 to 480.
- Across the 12 months ending September 2026, Surefire’s share of searches among mortgage CRM software in the United States moved from 6.8% to 5.1%, and its estimated monthly branded searches moved from 510 to 290.
How did search popularity change for United States mortgage CRM software in September 2026?
2 changes
In September 2026, Shape lost share of searches among mortgage CRM software in the United States, from 10% to 8.5%.
In September 2026, Surefire lost share of searches among mortgage CRM software in the United States, from 5.9% to 5.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Shape’s and Surefire’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among mortgage CRM software
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