minnesota-tech
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Total Expert
Total Expert is a Minnesota-based fintech company that builds a purpose-built customer engagement platform for banks, credit unions, mortgage lenders, insurance and wealth firms. Founded by Joe Welu in 2012, its CRM, marketing automation and AI-driven customer intelligence tools help financial institutions unify borrower data, spot lending opportunities in real time, and guide customers across financial milestones. It serves more than 200 financial institutions, including 15 of the top 25 U.S. banks and lenders.
Joe Welu
Joe Welu is the founder and CEO of Total Expert, a Minnesota-based fintech company that built the first customer engagement platform purpose-built for banks, credit unions, and mortgage lenders. He started the company in 2012 from the basement of a real estate office, hiring his first programmers off Craigslist, after a decade running one of the top-selling real estate teams in the U.S. Today Total Expert serves more than 200 financial institutions, including 15 of the top 25 U.S. banks and lenders, and its software touches roughly a quarter of U.S. mortgage production.