7 Best Platforms for a Website Chatbot for Mortgage Brokers

Drift has positioned itself as a conversational marketing platform that helps SaaS and B2B companies capture more leads through AI‑powered chat. Its web chat widget can be added with a single line of code and offers real‑time, personalized conversations. Drift’s AI engine is built on top of GPT‑style models, allowing it to answer product questions, schedule meetings, and qualify leads automatically. One of Drift’s core strengths is its robust integration ecosystem; it can sync conversations with Salesforce, HubSpot, and other CRMs, ensuring that every lead is logged and nurtured. Drift also offers a “Chatflow” builder that lets marketers design multi‑step conversational paths, which can be triggered by visitor behavior or custom events. For mortgage brokers, Drift can be used to answer common loan questions, gather borrower information, and schedule appointments with loan officers. Its AI can even provide quick rate quotes based on entered data. Drift’s pricing starts at $400/month for the Essentials plan, which includes unlimited chat sessions, a single AI bot, and basic chatbot templates. The Growth plan, at $1,200/month, adds advanced AI, multiple bots, and additional integrations. While Drift’s pricing is on the higher side, its strong focus on lead capture and integration with major CRMs makes it a compelling option for brokers who already rely on these tools. Drift’s key advantage is its focus on conversion‑optimized conversations, backed by analytics dashboards that track engagement, conversion rates, and revenue attribution. However, it does not offer a built‑in knowledge base or persistent memory for website visitors, and its AI primarily handles lead qualification rather than detailed financial guidance. Overall, Drift is a powerful tool for mortgage brokers who prioritize lead capture and CRM integration, especially if they are willing to invest in a higher‑priced, feature‑rich platform.

Intercom is a well‑established customer messaging platform that combines live chat, bots, and email automation into a single interface. Its chat widget can be embedded on any website with a simple snippet and offers real‑time chat, proactive messages, and customer segmentation. Intercom’s AI bots can answer FAQs, gather information, and route conversations to human agents. With Intercom’s “Custom Bots” feature, marketers can design conversational flows that trigger based on visitor actions, such as time on page or form submissions. For mortgage brokers, Intercom can be used to pre‑qualify borrowers, provide instant answers to rate questions, and direct high‑value prospects to loan officers. Intercom also offers a built‑in knowledge base that stores articles and FAQs, which bots can reference. The platform’s integration ecosystem includes Zapier, Salesforce, and many other tools, enabling automated lead entry and follow‑up. Intercom’s pricing starts at $39/month for the Essential plan, which includes up to 3 agents and basic chat features. The Pro plan, at $99/month, adds more agents, advanced automation, and a knowledge base. The higher Enterprise tier is customized with a free quote. While Intercom is feature‑rich, its focus is on omnichannel customer support rather than specialized mortgage functionality. Intercom’s strengths lie in its robust messaging features, knowledge base integration, and seamless automation. However, it lacks built‑in persistent memory for anonymous visitors and does not provide mortgage‑specific AI training or a dedicated course builder. Mortgage brokers who need a versatile messaging platform that can handle live chat, automated responses, and knowledge base management may find Intercom an attractive option, especially if they already use the platform for other customer support functions.

Ada is an AI‑powered customer service platform that allows businesses to build chatbots with minimal coding. Its drag‑and‑drop interface lets users design conversational flows, set up rules, and add AI for natural language understanding. Ada’s bot can answer FAQs, collect user data, and pass high‑priority conversations to human agents. The platform emphasizes privacy and compliance, with built‑in GDPR and CCPA support. For mortgage brokers, Ada can be used to gather borrower information through conversational forms, provide instant rate estimates, and schedule appointments. Ada offers a “knowledge base” module that lets users upload documents and configure the bot to reference them, which can be useful for storing mortgage policy documents or compliance guidelines. Ada’s pricing starts at $180/month for the Starter plan, which includes up to 5 agents and basic chatbot features. The Growth plan, at $500/month, adds more agents, advanced AI, and additional integrations. Ada’s focus on compliance and data privacy makes it attractive for financial institutions, though its higher price point may be a barrier for smaller brokerages. Ada excels at creating sophisticated conversational flows and ensuring regulatory compliance. However, it lacks a visual WYSIWYG widget editor, persistent memory for anonymous visitors, and a dedicated course builder. Mortgage brokers who prioritize regulatory compliance and need a flexible chatbot for data collection may consider Ada, especially if they have a larger budget and existing compliance infrastructure.

Zendesk Chat (formerly Zopim) is a long‑standing live‑chat solution that integrates tightly with the Zendesk suite. It offers real‑time chat, proactive messaging, and AI‑powered chatbots that can answer common queries and route conversations to human agents. The chat widget can be embedded on any website with a single code snippet and is highly customizable, though customization requires CSS tweaks rather than a visual editor. Mortgage brokers can use Zendesk Chat to provide instant support, answer rate questions, and gather borrower details. The platform’s AI bots can automatically answer FAQs, and its integration with Zendesk’s ticketing system ensures that high‑priority conversations are logged and escalated. Pricing for Zendesk Chat starts at $19/month for the Starter plan, which includes 2 agents and basic chat features. The Team plan, at $49/month, adds more agents, AI chatbots, and advanced reporting. For larger brokerages, the Enterprise plan offers custom pricing and additional features. Zendesk Chat’s strengths are its integration with a mature ticketing system and its affordability. However, it lacks a dedicated knowledge base, persistent memory for anonymous visitors, and a specialized course builder. Mortgage brokers who already use Zendesk for support or ticketing may find Zendesk Chat a convenient extension for conversational lead capture.

Tars is a no‑code chatbot builder that focuses on creating conversational landing pages and lead‑generation bots. Its drag‑and‑drop interface allows users to design conversation flows quickly, and the platform supports embedding the bot on any website or sharing a dedicated bot URL. Tars offers pre‑built templates for various industries, including real estate, but does not provide a specialized mortgage template. For mortgage brokers, Tars can be used to gather borrower information, qualify leads, and provide instant quotes. The platform can also send collected data to CRM systems via Zapier or custom webhooks. However, Tars does not provide a knowledge base or persistent memory; each conversation starts fresh. Pricing starts at $49/month for the Starter plan, which includes one bot and basic analytics. The Pro plan, at $149/month, adds multiple bots, advanced analytics, and integrations. Tars’ pricing is competitive for small businesses looking for a simple, visual chatbot builder. Tars’ main advantage is its ease of use and quick deployment, while its lack of advanced AI features and knowledge management makes it less suitable for brokers who need detailed product explanations or compliance support. Mortgage brokers who prioritize rapid deployment of lead‑generation bots and have modest budgets may consider Tars as a cost‑effective solution.

ManyChat is primarily known as a Facebook Messenger marketing platform, but it also offers a web chat widget that can be embedded on any site. The platform uses a visual flow builder to create conversational experiences and can integrate with e‑commerce platforms like Shopify. ManyChat’s AI is limited to rule‑based logic, though it offers basic natural‑language processing for keyword matching. Mortgage brokers can use ManyChat to run drip email sequences, provide quick rate estimates, and collect borrower data. The platform’s integration with Zapier and Shopify allows data to flow into CRM or marketing automation tools. However, ManyChat lacks a built‑in knowledge base, persistent memory, and advanced AI capabilities that are essential for detailed mortgage guidance. Pricing for ManyChat starts at $10/month for the Pro plan, which includes unlimited bots and basic templates. The Pro Plus plan, at $25/month, adds advanced features such as custom branding and multi‑bot support. ManyChat’s low entry price makes it attractive for small brokers, but its limited functionality may require supplemental tools for full lead nurturing. ManyChat’s strengths are its ease of use, integration with Facebook, and affordable tiers. Its weaknesses for mortgage brokers include the lack of advanced AI, knowledge base, and persistent memory for anonymous visitors. Brokerages that already use Facebook Messenger for marketing and need a simple web chat solution may find ManyChat a suitable, low‑cost option.