Surefire vs Bonzo

What each one is sold to do

Surefire is ICE Mortgage Technology’s marketing automation CRM. ICE describes it as a way to “automate your mortgage marketing and deepen relationships.” The pitch is content depth. ICE publishes a library of more than 1,000 creative marketing pieces, and mortgage milestone triggers.

Bonzo sells something narrower. It describes software that helps users “create conversations at scale,” built around text, video and voicemail sequences. Surefire aims at repeat business across a database you own. Bonzo aims at contact rate in the hour after an inquiry arrives.

Ownership, and why it moves the roadmap

Surefire reached ICE through the Black Knight deal. ICE reported mortgage technology revenue of $557 million in Q2 2026, up 5 percent year over year. Origination technology was $197 million of that. Surefire is a small line inside a very large business.

Bonzo was acquired by Mobility Market Intelligence in August 2023. Bonzo was founded in 2018. MMI then bought MonitorBase in February 2025. Bonzo now sells a MonitorBase Connection add on, and its price is not published.

Speed to lead, where the two designs split

Bonzo prices by seat, which suits a team measuring contact rate per loan officer. Its home page shows logos for Zillow, LendingTree, Realtor.com and Bankrate. Those are inquiry sources, not lending systems. The build assumes volume arrives from portals and needs fast follow up.

Surefire’s published integrations point the other way. ICE names MortgageCoach, MBS Highway, MonitorBase and Sales Boomerang. Those serve borrower presentations and database mining. Neither vendor names a dialer on its own site, which matters if outbound calling drives your contact rate.

Integrations, and the loan origination question

Neither vendor publishes an integration list a buyer can audit. Bonzo’s integrations and features pages did not render on 19 August 2026. A Path Software announcement confirms one loan origination system link. Bonzo’s own site does not name it anywhere.

ICE’s Encompass product page does not name Surefire either. It names Encompass CRM and an Encompass Connector for Salesforce. Shared ownership is not the same as a documented data flow. Ask ICE to confirm the Surefire to Encompass field mapping in writing before signing.

Price, and what each vendor withholds

Bonzo publishes $150 per seat per month on its solo tier. The small team price did not render. Enterprise is listed as custom. Capterra shows different figures, $200 per month for Pro and $375 for Elite. Those two sources do not agree.

Surefire publishes no price at all. G2 records that Surefire pricing is not listed by the vendor. Capterra shows “Contact vendor” and no free trial. Ask for the seat rate, the seat minimum, the renewal uplift cap and the content licensing terms.

Contract terms, which nobody reads until renewal

Bonzo holds 3.0 from 11 reviews on Capterra and 4.0 from 34 on G2. The Capterra set repeats one theme. Several reviewers describe charges continuing after they asked to cancel. One reported eleven months of disputed charges.

Surefire holds 4.5 from 55 reviews on Capterra and 4.0 from 20 on G2. One reviewer reported that MortgageCoach access required enterprise licensing that was not disclosed up front. Get every add on named and priced in the order form.

The deliverability record worth raising in a demo

In May 2024 a Surefire error sent more than 600,000 unsolicited messages. Reporting indicated that contacts from terminated accounts received them. ICE said the issue was resolved the same day. Any lender carrying TCPA exposure should ask what controls changed afterwards.

ICE also began retiring the legacy Encompass CRM in October 2024. Pilot migrations ran through 2024 with a two year rate guarantee. Self serve migration opened in January 2025, billed at standard professional services rates.

Which one to pick

A consumer direct shop buying on contact rate should shortlist Bonzo. The seat price is public and the sequences are built for speed. A retail lender with a large past client database should shortlist Surefire.

Ask Bonzo for the small team price in writing, plus its cancellation notice period. Ask ICE for the Surefire seat rate, and for the named Encompass fields that sync both ways.

Also in this category

Also in this category: BNTouch vs Bonzo and BNTouch vs Insellerate.