BIPS vs Aidium (Whiteboard CRM): Which Mortgage CRM Wins?

Aidium — formerly known as Whiteboard CRM — has been a recognizable name in mortgage technology for over a decade. The rebrand brought a refreshed interface and expanded marketing automation features. But the pricing stayed high: $150+/month per seat with per-seat scaling.

BIPS CRM entered the market at $29/month with unlimited contacts, no per-seat fees, and features that Aidium does not offer at any price. Here is how the two compare.

Pricing Comparison

| | BIPS CRM | Aidium (Whiteboard) | |--|----------|---------------------| | Monthly | $29 | $150+ | | Annual | $348 | $1,800+ | | 3-Year | $1,044 | $5,400+ | | Contacts | Unlimited | Varies by plan | | Per-Seat Pricing | No | Yes |

BIPS is more than 5x cheaper than Aidium. Switching saves you $1,452+ per year as a solo broker. For a team of three, annual savings exceed $4,300. Over three years, a solo broker keeps $4,356+ that would otherwise go to CRM fees.

Feature Comparison

| Feature | BIPS CRM | Aidium (Whiteboard) | |---------|----------|---------------------| | Mortgage deal pipeline | Yes | Yes | | Unlimited contacts | Yes | No | | Renewal date tracking | Yes | Yes | | Document checklist | Yes | Yes | | Email integration | Yes | Yes | | Marketing automation | Basic | Advanced | | AI assistant | Yes ($20/mo add-on) | No | | Lender matching integration | Yes ($150/mo add-on) | No | | Built for Canadian brokers | Yes | Partial (US-centric) | | Free trial | 14 days | Demo only |

Key Differences

Price: 5x Cheaper with More Included

The price difference is the most obvious distinction. BIPS costs $29/month. Aidium costs $150+/month per seat. At those numbers, BIPS is not slightly cheaper — it is a fundamentally different cost category. For independent brokers and small teams where every dollar impacts profitability, this gap matters.

Unlimited Contacts vs Per-Seat Limits

BIPS includes unlimited contacts with no per-seat pricing. Aidium charges per seat and imposes contact limits that vary by plan tier. If you are building a database for long-term renewal tracking — and with 2.2 million Canadian mortgages renewing in 2025-2026, you should be — contact limits are a problem.

AI Assistant

BIPS offers an optional AI assistant for $20/month. It can draft emails, answer questions about your pipeline in plain language, and suggest follow-up actions. Aidium has no AI features. In a market where speed and responsiveness win deals, AI tools give you an edge that Aidium cannot match.

Lender Matching

BIPS integrates with a lender matching engine ($150/month add-on) that matches deal scenarios against lender products and guidelines directly from your CRM. No other mortgage CRM offers this — including Aidium. Instead of switching between your CRM and a separate rate sheet or lender database, everything lives in one place.

Marketing Automation

This is where Aidium has an advantage. Aidium offers more advanced marketing automation features — drip campaigns, lead nurture sequences, and automated outreach workflows. BIPS covers email integration and basic automation but does not match Aidium's depth in this specific area. If marketing automation is your top priority above all else, Aidium delivers more here.

Canadian Focus

Aidium was built primarily for the US mortgage market. Canadian brokers can use it, but pipeline stages, compliance fields, and lender integrations require customization. BIPS is purpose-built for Canadian mortgage brokers — deal stages, lender data, and workflows match the Canadian market from day one.

When to Choose Aidium

Aidium is worth considering if advanced marketing automation is your single most important CRM requirement, you operate primarily in the US market, your brokerage has the budget to absorb $150+/month per seat, and you have already invested heavily in Aidium workflows and templates.

When to Choose BIPS

BIPS is the better choice if you are:

Canadian-focused and want a CRM built for your market
Budget-conscious and want to keep more of your commissions
A solo broker or small team that does not need enterprise marketing automation
Growing your contact database and need unlimited contacts without tier upgrades
Interested in AI and lender matching that no other mortgage CRM offers

The Verdict

Aidium is a mature platform with strong marketing automation. If that single feature is your overriding priority and budget is not a concern, it has merit. But for the vast majority of Canadian mortgage brokers, BIPS offers a better package: lower cost, unlimited contacts, AI capabilities, lender matching, and a Canadian-first design.

At 5x cheaper with features Aidium does not have, the value comparison is decisive. The $1,452+/year you save with BIPS is money that stays in your business.

Start your 14-day free trial at bips.ca/register — no credit card required.

Learn more about BIPS CRM features at bips.ca/crm.