To serve its 5,000 loan officers in 600 offices nationwide, Houston-based Allied Home Mortgage has picked Seattle-based Entellium's Pro-Activity customer relationship management product over Salesforce and other leading CRM products.An Allied spokesperson cited ease of use and low cost of ownership as reasons for picking Entellium. Pro-Activity automates user-selected reports and instantly sends pre-formatted and merged documents, such as contracts, proposals, invoices, and follow-up materials, to designated contacts. Entellium says the product is the most user-centric CRM system on the market, backed by 43,000 hours of usability research. Allied, the nation's largest privately held mortgage company, handles as many as 12,000 loans per month.

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