# BluRoot

> CRM solutions for Canadian mortgage brokers, financial advisors, and insurance agencies

## At a glance

| Field | Value |
| --- | --- |
| Category | Distribution & Sales |
| Type | Solutions Provider |
| Region | NA |
| Headquarters | Toronto, Ontario, Canada |
| Founded | 2013 |
| Stage | Established |
| Employees | 11-50 |
| Funding | Bootstrapped |

## Overview

BluRoot is a CRM solutions provider serving Canadian mortgage brokers, financial advisors, and insurance agencies. The company builds industry-specific platforms on the Zoho ecosystem and has operated as a Zoho Premium Partner for over ten years.

The company offers three purpose-built products: BluMortgage for mortgage brokers, Cloven for financial advisors managing insurance and investment products, and BluInsurance for insurance agencies and commercial brokers. Each product integrates with sector-specific data systems and automates client lifecycle workflows including renewals, lead management, and pipeline tracking. Delivery is cloud-based via Zoho One.

BluRoot has over 100 clients across its products, with BluMortgage used by three of the top five Canadian mortgage brokers by volume. The company is bootstrapped and generates revenue from customer subscriptions, reporting approximately USD 1M in annual revenue.

## Products & services

### BluMortgage

CRM platform built for Canadian mortgage brokers. Integrates with major Canadian mortgage origination systems to automate application tracking, renewal notifications, and client communications.

**Key features:**

- Integration with Filogix, Velocity, Finmo, and Scarlett DOS
- Automated renewal pipeline with notifications to team members and clients
- Mortgage application tracking and workflow automation

*Target users:* Canadian mortgage brokers and brokerage firms

### BluInsurance

CRM platform for insurance agencies and commercial brokers. Includes lead management, commercial policy quoting, and automated renewal workflows.

**Key features:**

- Commercial policy quoting engine
- Online lead management and tracking
- Automated renewal process for existing policies

*Target users:* Insurance agencies, commercial brokers

### Cloven

CRM platform for Canadian financial advisors managing insurance, group benefits, and investment portfolios. Integrates with Microsoft Office 365 and Google Workspace.

**Key features:**

- Multi\-product coverage: insurance, group benefits, and investments
- Office 365 and Google Workspace integration
- Client relationship and pipeline management

*Target users:* Canadian financial advisors

### Custom Zoho Solutions

Custom Zoho CRM implementations, data migrations, and platform extensions for financial services firms. Includes WES (Zoho data migration tool) and BluText (SMS functionality within Zoho CRM).

**Key features:**

- Custom Zoho CRM implementations and configurations
- Data migration via WES tool
- SMS integration via BluText add\-on

*Target users:* Financial services firms using Zoho CRM

## Category & focus

- Subcategories: Agency Management, CRM, Workflow Automation
- Insurance verticals: P&C Commercial, Group Benefits, Life & Annuity
- Target customers: Brokers, Agents/Agencies

## Notable customers

- 3 of the top 5 Canadian mortgage brokers \(by volume\)
- 100\+ clients across financial services sectors

## Links

- Website: <https://bluroot.ca>
- Directory profile: <https://insurtechlist.com/companies/bluroot/>
- Careers: <https://bluroot.ca/hiring/>
- Linkedin: <https://ca.linkedin.com/company/bluroot>

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*Last updated: 2026\-06\-15*