# 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.

- **Founded:** 2012
- **Headquarters:** Saint Louis Park, Minnesota, United States
- **Founders:** Joe Welu (Founder & CEO)
- **Team size:** Approximately 290 employees
- **Products:** Customer Engagement Platform (Customer for Life Platform), CRM, Marketing Automation, Customer Intelligence, Customer IQ
- **Notable:** Named the #1 CRM platform for lenders by STRATMOR Group, Multiple appearances on the Inc. 5000 list of fastest-growing companies, Named to the HousingWire Tech100

## Products & services

- **Customer Engagement Platform (Customer for Life Platform)** — The core platform unifying customer data, marketing, sales and compliance for financial institutions.
- **CRM** — Purpose-built CRM for loan officers, bankers and financial advisors, ranked #1 by STRATMOR Group.
- **Marketing Automation** — Compliant, multi-channel campaigns and automated customer journeys built for financial services.
- **Customer Intelligence** — Interest-rate-driven and behavioral insights that surface lending opportunities and personalize outreach.
- **Customer IQ** — A 'system of context' that combines borrower data, behavioral signals and third-party insights to trigger real-time, AI-driven outreach.
- **Lead Management** — Enterprise-grade lead management for retail and hybrid retail lenders, paired with an AI Sales Assistant.
- **Total Expert for Salesforce** — AppExchange integration letting Salesforce-invested banks orchestrate a lifelong, personalized customer journey.

## Achievements

- Named the #1 CRM platform for lenders by STRATMOR Group
- Multiple appearances on the Inc. 5000 list of fastest-growing companies
- Named to the HousingWire Tech100
- Grew from a basement startup in 2012 to 200+ financial-institution customers
- Serves 15 of the top 25 U.S. banks and lenders
- Raised $75M+ in total funding across Series B and Series C

## Latest updates

- **2025-01** — Released Customer Intelligence enhancements, extending interest-rate-driven capabilities into customer contact records.
- **2025-06** — Introduced Customer IQ, a 'system of context' positioned as the foundation for the agentic era of mortgage lending.
- **2025-09** — Expanded the Customer for Life Platform with enterprise-grade Lead Management and an AI Sales Assistant for retail and hybrid retail lenders.

## Links

- Website: https://totalexpert.com
- LinkedIn: https://www.linkedin.com/company/total-expert
- Twitter/X: https://twitter.com/totalexpertinc
- YouTube: https://www.youtube.com/c/TotalExpert
- Facebook: https://facebook.com/totalexpertinc

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Profile page: https://yespress.io/total-expert
Published by YesPress — https://yespress.io
Last updated: 2026-07-17