BluMortgage has been a fixture in the Canadian mortgage CRM space for years. It is a solid platform with a strong reputation. But it is a CRM: it stores your clients and your pipeline, and leaves the placement decision to you. bips includes client and deal tracking with every plan, including its free one, and spends its actual effort on which of 40+ Canadian lenders will approve the file in front of you.
Here is a direct comparison to help you decide.
Pricing Comparison
| bips | BluMortgage | |
|---|---|---|
| Client tracking | Included with every plan | $99+/month |
| Entry price | $0 (3 free placements) | $99+/month |
| Unlimited use | $150/month | $99+/month, CRM only |
| Contacts | Unlimited | Limited tiers |
| Per-seat pricing | No | No |
| Deal-specific lender matching | Yes, 40+ Canadian lenders | No |
The comparison is not really about the monthly figure. BluMortgage charges $99+/month to hold your clients. bips holds them for nothing and, on the paid plan, also answers the question that costs a broker two to four hours per complex file: which lenders will approve this deal.
Feature Comparison
| Feature | bips CRM | BluMortgage |
|---|---|---|
| Mortgage deal pipeline | Yes | Yes |
| Unlimited contacts | Yes | No (tiered limits) |
| Renewal date tracking | Yes | Yes |
| Document checklist | Yes | Yes |
| Email integration | Yes | Yes |
| AI assistant | Yes ($20/mo add-on) | No |
| Lender matching integration | Yes ($150/mo add-on) | No |
| Built for Canadian brokers | Yes | Yes |
| Free tier | 3 placements, no credit card | Varies |
Both platforms cover the fundamentals: deal pipeline, document tracking, renewal reminders, and email. Where they diverge is on contacts, AI, and lender matching.
Key Differences
Unlimited Contacts vs Tiered Limits
bips gives you unlimited contacts on every plan. BluMortgage uses tiered contact limits — as your database grows, you either pay more or start trimming your list. For brokers focused on long-term relationship building and renewal tracking, contact limits are a real constraint.
AI Assistant
bips uses its AI on placement rather than on drafting: it extracts a structured deal from an email or document and tests it against 40+ Canadian lenders. It can also answer natural language queries about your pipeline, and suggest follow-up actions. No other mortgage-specific CRM in Canada offers this capability. BluMortgage has no AI features.
Lender Matching Integration
bips is the only CRM that integrates with a lender matching engine ($150/month add-on). When you enter a deal scenario, the system can match it against lender products and guidelines — no switching between tools. BluMortgage does not offer lender matching.
Canadian Focus
Both bips and BluMortgage are built for the Canadian market. This is a genuine advantage both share over US-centric platforms. Pipeline stages, compliance features, and deal structures reflect Canadian mortgage workflows.
When to Choose BluMortgage
BluMortgage makes sense if you are already deeply embedded in their ecosystem, have years of data and workflows built on the platform, and the switching cost outweighs the price difference. If your brokerage has standardized on BluMortgage and changing tools would disrupt your team, staying put is reasonable.
When to Choose bips
bips is the better choice if you are:
- Starting fresh and choosing your first CRM
- Cost-conscious and want the lowest price with no contact limits
- Solo or small team where every dollar matters
- Interested in AI tools that can save time on repetitive tasks
- Looking for lender matching integrated with your CRM
The Verdict
BluMortgage is a capable CRM. But it charges $99+/month for the part bips includes for free, and stops short of the part that decides whether a deal funds. Unlimited contacts, AI deal extraction, and lender matching integration — all at $29/month — make bips the stronger choice for Canadian mortgage brokers in 2026.
The $840+/year you save is not a rounding error. It is real money that compounds over time.
Run your first 3 placements free at bips.ca/sign-up. No credit card required.
Learn more about bips CRM features at bips.ca/crm.