Freedom251 › Mortgage CRM Software
Effi
What Effi is
Effi is a mortgage broker tool built for Australia's mortgage and finance brokers. It supports work from enquiry through loan processing and settlement to post-settlement client retention. Brokers can collect leads through a website apply-with-broker widget, home loan and asset finance applications, an optional website voice AI assistant, and open APIs. Doc AI reads, redacts, renames, and files client documents, and flags items that do not add up. Other listed tools include a digital fact find, AI notetaker, open banking and budgeting, bank statement analysis, automations, and reporting dashboards. Retention features cover rate expiry, loan health, and clients. 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; the mobile app supports lead management. Effi describes itself as SOC 2 compliant, while its privacy policy says it follows Australian Privacy Principles and GDPR principles for handling personal information. There is no free plan; a 14-day trial is listed. Pricing notes start from 120/mo. Listed plans also include seat minimums, commitments, setup costs, and possible usage-based charges.
Who it suits
Effi is for mortgage and finance brokers in Australia managing enquiries, loan workflows, and post-settlement client retention. Its plan terms make the listed seat minimums and commitments relevant for teams comparing options.
What it does well
- Covers work from enquiry through post-settlement retention.
- Doc AI processes and flags client documents.
- Names integrations with Connective Mercury, Salestrekker, and Quickli.
- Mobile app supports lead management on Android and iOS.
- States SOC 2 compliance.
What to know first
- No free plan.
- 14-day trial only.
- Small business and Enterprise plans have seat minimums.
- Listed plans may include usage-based charges and setup costs.
Limits
There is no free plan, and the trial lasts 14 days. Small business has a minimum of 10 broker seats and a yearly commitment; Enterprise has a minimum of 30 seats and a yearly commitment. Selected AI features and add-ons may have usage-based charges.
Plans
| Plan | Billed and limits | Price |
|---|---|---|
| Professional | billed monthly · No minimum seats · No lock in contract · Selected AI features and add-ons may include usage-based charges | On request |
| Small business | billed monthly · Minimum 10 broker seats · Yearly commitment · Setup Cost $1,200 (Once-Off) · Selected AI features and add-ons may include usage-based charges | On request |
| Enterprise | billed monthly · Minimum 30 seats · Yearly commitment · Setup Cost $1,200 · Selected AI features and add-ons may include usage-based charges | On request |
As effi.com.au lists them, read 2 Oct 2026. The maker's own page has the final word.
Getting started
- Visit the Effi website.
- Start the 14-day trial; there is no free plan.
- Choose a paid plan: Professional, Small business, or Enterprise.
- Use the web service or the Android and iOS mobile app; API access is also listed.
- Review the applicable seat, commitment, setup cost, and usage-based charge terms for the selected plan.
Verdict
Effi brings lead intake, document handling, loan processing, and retention tools together for Australian brokers. Review the plan-specific seat, commitment, and setup terms before choosing a plan.
Questions
How much does Effi cost?
Professional is listed at $180,120 a month, Enterprise at $180,120 a month, and Small business at $220,120 a month, each billed monthly. Selected AI features and add-ons may include usage-based charges.
Does Effi have a free plan or trial?
There is no free plan. Effi offers a 14-day trial.
Which platforms does Effi support?
Effi lists Android, iOS, web, and API. Its mobile app supports managing leads.
Which aggregator integrations are named?
Effi says it integrates with 95% of aggregator software and names Connective Mercury, Salestrekker, and Quickli.
What are the Small business and Enterprise plan requirements?
Small business requires at least 10 broker seats, a yearly commitment, and a one-time setup cost of $1,200. Enterprise requires at least 30 seats, a yearly commitment, and a setup cost of $1,200.
What privacy and security standards does Effi describe?
Effi describes itself as SOC 2 compliant. Its privacy policy says it follows the Australian Privacy Principles and GDPR principles for handling personal information.
Facts from Effi's own pages
- Client processing
- Effi lists a digital fact find, AI notetaker, open banking and budgeting, bank statement analysis, automations, and reporting dashboards. · effi.com.au, 2 Oct 2026
- Company focus
- Effi says its focus is wholly and solely on making life and business better for brokers. · effi.com.au, 2 Oct 2026
- Document tools
- Doc AI reads, redacts, renames, and files client documents and flags items that do not add up. · effi.com.au, 2 Oct 2026
- Email marketing limit
- The pricing page says up to 500 contacts per user with unlimited email sending are included, and additional contacts can be purchased from the portal. · effi.com.au, 2 Oct 2026
- Integrations
- Effi says it integrates with 95% of aggregator software and names Connective Mercury, Salestrekker, and Quickli integrations. · effi.com.au, 2 Oct 2026
- Lead intake
- Features include a website apply-with-broker widget, home loan and asset finance applications, an optional website voice AI assistant, and open APIs. · effi.com.au, 2 Oct 2026
- Mobile
- Effi says its mobile app supports managing leads on Android or iOS devices. · effi.com.au, 2 Oct 2026
- Privacy
- Effi's privacy policy says it follows the Australian Privacy Principles and GDPR principles for handling personal information. · effi.com.au, 2 Oct 2026
- Purpose
- Effi is a mortgage broker tool built for Australia's mortgage and finance brokers. · effi.com.au, 2 Oct 2026
- Retention
- Its post-settlement tools include rate-expiry and retention tracking, loan health tracking, and client retention features. · effi.com.au, 2 Oct 2026
- Security
- Effi describes itself as SOC 2 compliant. · effi.com.au, 2 Oct 2026
- Support
- Professional includes email support; Small business includes a quarterly customer success check-in; Enterprise includes a dedicated account manager. · effi.com.au, 2 Oct 2026
- Workflow
- Effi says it supports the loan journey from enquiry through processing and settlement to post-settlement client retention. · effi.com.au, 2 Oct 2026
Where Effi stands on Freedom251
- Mortgage CRM Software#6 of 29