Effi vs MloFlo
Effi
effi.com.au
MloFlo
mloflo.comSide by side
| Figure | Effi | MloFlo |
|---|---|---|
| Price from | — | $4.99/mo |
| Free plan | — | Yes |
| Free trial | Yes | — |
| Open source | — | — |
| Web | Yes | Yes |
| iOS | Yes | Yes |
| Android | Yes | Yes |
| API | Yes | — |
| Plans published | 3 | 11 |
| Spec score · Mortgage CRM Software | 7.8 (#14) | 8.7 (#3) |
| Integrations | Effi says it integrates with 95% of aggregator software and names Connective Mercury, Salestrekker, and Quickli integrations. | MloFlo lists integrations and partners including Freddie Mac, Fannie Mae, Zapier, Encompass, Arive, Xactus, Stikkum, Nylas, and LendingPad. |
| Security | Effi describes itself as SOC 2 compliant. | MloFlo says it uses bank-level encryption and role-based access controls to protect borrower data and keep workflows audit-ready. |
| Support | Professional includes email support; Small business includes a quarterly customer success check-in; Enterprise includes a dedicated account manager. | The site lists [email protected] as its support email. |
Plans
Effi
- EnterprisePrice not published
- ProfessionalPrice not published
- Small businessPrice not published
MloFlo
- SMS OnlyFree
- SMS/MMS$4.99 a month
- Rookie Plan$14.99 a month
- Pro Plan$29.99 a month
- Basic$49 a month
- Basic$69.99 a month
- Expert Plan$69.99 a month
- Pro$119 a month
- Elite$160 a month
- Pro$199.99 a month
In their own words
Effi
Effi is software for Australian mortgage and finance brokers, supporting work from a borrower’s first enquiry through settlement and post-settlement retention. Brokers can collect applications through a website widget, home-loan and asset-finance forms, an optional website voice AI assistant, or open APIs. Doc AI reads, redacts, renames, and files client documents, and flags items that do not add up. Processing tools include a digital fact find, AI notetaker, open banking and budgeting, bank statement analysis, automations, and reporting dashboards. After settlement, brokers can track rate expiries, loan health, and retention. Effi says it integrates with 95% of aggregator software and names Connective Mercury, Salestrekker, and Quickli. It is available on web, Android, iOS, and API; its mobile app supports lead management. Effi describes itself as SOC 2 compliant, and its privacy policy says it follows Australian Privacy Principles and GDPR principles. There is no free plan; a 14-day trial is listed. The pricing note says from 120/mo. Selected AI features and add-ons may incur usage-based charges.
MloFlo
MloFlo is a mortgage CRM for loan officers, brokers, and their teams, combining CRM functions, point of sale, borrower and realtor portals, and automation. It runs on Android, iOS, and the web. Loan officer tools include loan quoting, pre-approval generation, document collection, pipeline and milestone tracking, referral tracking, messaging, credit pulls, drip automation, and a smart dialer. Borrowers can see loan status and milestones, upload documents, and sign disclosures. Realtor tools include an opportunities dashboard, co-branded digital mortgage app, buyer overview, and loan milestones. MloFlo lists integrations including Freddie Mac, Fannie Mae, Zapier, Encompass, Arive, Xactus, Stikkum, Nylas, and LendingPad. Lead integrations through API are available on Pro and Enterprise, not Basic. Basic costs $69.99 a month per loan-officer seat, or $62.99 a month when billed annually. Pro costs $199.99 a month per seat, with support seats at 55 USD per month. The pricing page also lists a 24.95 USD activation fee for voice/SMS/MMS plans.