Viato

Viato is a CRM for mortgage professionals and loan officers, available on iOS and the web. It captures leads, creates contacts and opportunities, assigns records to teams or loan officers, and tracks lead sources and loan milestones. Automations can combine triggers, conditions, and multi-step actions to assign, text, create tasks, and nurture leads. Super Agent works across text, email, and chat to run workflows, update deals, and create tasks. Call features include voice AI, transcription and summaries, and a power dialer that rings up to three contacts at once. The unified inbox brings email, SMS, and iMessage into threaded conversations; named tools include Gmail, Outlook, Twilio, and RingCentral. Arive and LendingPad are listed as live two-way LOS integrations, while UWM is marked coming soon. Viato POS adds a guided borrower application, document portal, and lender branding. The free plan lists the CRM, unlimited contacts, pipeline management, automations, LOS integrations, communications, team collaboration, and community support. Paid support is listed at $49 a month per loan officer, or $29 per month per operations staff member.

Viato brings mortgage-focused lead, pipeline, and communication tools into one CRM, with a borrower portal and automation options. Review the support plan’s per-role pricing and the status of integrations you rely on.

Viato is intended for mortgage professionals and loan officers managing leads, loan pipelines, and borrower communications. Its borrower portal and team features may also suit lending teams.

Viato is a mortgage CRM for loan officers and mortgage teams. It is best suited to lenders who want leads, loan milestones, communications, and borrower applications in one workflow. Its free CRM makes it approachable, but teams should weigh the paid plan’s per-role seat costs and confirm that its live integrations meet their needs.

Overview

Viato brings together lead capture, contact and opportunity management, team assignment, and lead-source tracking. That mortgage focus gives loan officers a pipeline organized around their work rather than a generic sales funnel. The trade-off is that some capabilities and integrations are still marked as coming soon, so teams should distinguish current connections from planned ones.

Key features

Lead management and automation

Teams can route leads to loan officers or groups, track where leads originate, and use triggers, conditions, and multi-step actions to assign, text, create tasks, and nurture prospects. This can reduce repetitive follow-up and keep ownership clearer as leads move through the pipeline. Automation is a stronger fit for teams with defined follow-up processes than for users who only need a basic contact list.

AI, calls, and mortgage workflow

Super Agent works across text, email, and chat, and can run workflows, update deals, and create tasks. Viato also describes voice AI, call transcription and summaries, and a power dialer that can ring up to three contacts at once. Its mortgage workflow tracks loan milestones and can generate a Fannie Mae 3.4 (1003) from a phone call. Together, these tools aim to connect borrower conversations with pipeline work, though teams should consider which of these capabilities matter to their day-to-day process.

Communications and integrations

The unified inbox threads email, SMS, and iMessage conversations. Viato names Gmail, Outlook, Twilio, and RingCentral among supported communication tools. Arive and LendingPad are live two-way LOS integrations; UWM is marked coming soon. Social publishing for Facebook, Instagram, TikTok, and X is live, while QuickBooks and Handwrytten are marked coming soon. The live LOS connections are useful for teams on those systems; a lender dependent on UWM, QuickBooks, or Handwrytten should not treat the planned connection as available today.

Borrower portal and security

Viato POS gives borrowers a guided application and document portal branded with a lender’s logo and colors, which can carry the lender’s identity into the application process. Viato says it encrypts data in transit with TLS and at rest with AES-256, isolates organizations with database row-level security, and completed an independent assessment under the App Defense Alliance CASA framework in June 2026. It also says customer data is not used to train models and that third-party model providers operate under zero data retention.

Pricing

Viato uses a freemium model and offers no free trial. The Free plan is billed Free forever and includes the full CRM platform, unlimited contacts, pipeline management, smart automations, LOS integrations, email, SMS and calling, team collaboration, weekly office hours, and community support. This is a substantial starting point for an individual or team evaluating a mortgage-focused workflow without a subscription price, though support remains community-based with weekly office hours.

The Support plan costs $49 a month per loan officer (LO), with operations staff at $29/mo per ops staff. It includes everything in Free plus support ticket access, direct replies from the team, and priority response times; pricing is per seat. That makes it the relevant step up for teams that need direct, prioritized help, but the separate LO and operations-staff rates mean the total grows with headcount. Paid plans are described as starting at $29/user/mo, reflecting the lower operations-staff rate.

Platforms

Viato is available on iOS and the web. The mobile app can suit loan officers who need access away from a desk, while the web version supports work from a computer. Android is not among its listed platforms.

Who it's for

Viato is aimed at mortgage professionals, especially loan officers and teams that want lead routing, loan pipeline tracking, borrower management, referral partner management, marketing and SMS automation, and compliance workflows in a mortgage-specific CRM. It is less compelling for a lender whose essential LOS or business tools are among the connections still marked as coming soon, or for buyers who require Android support.

Pros and cons

Pros

• Mortgage-centered workflow: Loan milestones and 1003 generation from a phone call address work specific to mortgage lending.
• Broad free starting tier: Unlimited contacts, pipeline tools, automations, communications, and LOS integrations are included without a subscription charge.
• Connected borrower communications: The unified inbox combines email, SMS, and iMessage threads, while Super Agent can act on workflows and deals.
• Branded borrower application: Viato POS combines guided application and document collection with lender branding.

Cons

• Paid support is seat-priced: Loan officers and operations staff have different rates, so teams must account for role mix as they grow.
• Some integrations are not live: UWM, QuickBooks, and Handwrytten are marked coming soon, which may rule Viato out for teams that need them now.
• Platform coverage is limited: Viato lists iOS and web, but not Android.
• Free support is limited to community and office hours: Teams needing ticket access, direct replies, or priority response must move to Support.

Alternatives

For a wider comparison, browse Mortgage CRM Software.

• MloFlo is worth considering for a paid, multi-platform option with an SMS-only free tier that has an activation fee.
• KudosCRM may suit buyers who want a freemium CRM with a free trial and a free plan capped at three users, 1,000 contacts, one pipeline, tasks, activities, and one email inbox.
• Total Expert may fit teams seeking a complimentary plan with CRM access, inbound co-marketing connections, open-house lead capture, and single-property websites.
• Aidium is another paid CRM option, with pricing provided through an order.
• Mortgage Magic may appeal to buyers considering a paid mortgage CRM with a free trial and a Prometheus plan at £85 a month.
• BNTouch Mortgage CRM is a paid alternative without a free plan or free trial; its BNTouch CRM plan is $95 a month.
• Jungo is a paid alternative with a listed annual-billing plan and a minimum one-year annual contract.
• Shape is a paid alternative with per-user pricing and add-ons available.

Verdict

Viato is a strong fit for mortgage teams that want a free, mortgage-specific CRM with lead automation, borrower communications, pipeline tracking, and a branded application portal. Its main draw is the breadth of mortgage workflow available in the free plan; its main reason to look elsewhere is a dependence on an integration that is not yet live or the need for Android. Choose Support when direct, priority assistance justifies the per-seat cost, and check the role-based rates against your team size.