Overview
Total Expert is a St. Louis Park, Minnesota, company, founded in 2012 by Joe Welu, that builds CRM and customer engagement software for mortgage lenders, banks and credit unions. Its platform combines a CRM for loan officers and bankers, compliant multi-channel marketing automation and customer journeys, Customer Intelligence and Customer IQ, which use rate, behavioural and third-party signals to trigger outreach, lead management and an AI sales assistant, with a Salesforce AppExchange version and Zapier connections. Total Expert serves more than 200 institutions, including 15 of the 25 largest US banks and mortgage lenders, and has raised over USD 75 million.
Source: yespress.io/total-expert. Last checked 25 October 2026.
Written by PropAtlas from public information. Work at Total Expert? Claim this profile to correct or expand it.
Categories
Features
- Lender CRM
- Compliant marketing automation
- Customer journeys
- Customer Intelligence signals
- Lead management
- AI sales assistant
- Total Expert for Salesforce
Best fit for
Total Expert suits retail mortgage lenders and banks that want compliant, data-driven borrower marketing.
Integrations
Frequently asked questions
- What is Total Expert?
- Total Expert is a St. Louis Park, Minnesota, company, founded in 2012 by Joe Welu, that builds CRM and customer engagement software for mortgage lenders, banks and credit unions. Its platform combines a CRM for loan officers and bankers, compliant multi-channel marketing automation and customer journeys, Customer Intelligence and Customer IQ, which use rate, behavioural and third-party signals to trigger outreach, lead management and an AI sales assistant, with a Salesforce AppExchange version and Zapier connections. Total Expert serves more than 200 institutions, including 15 of the 25 largest US banks and mortgage lenders, and has raised over USD 75 million.
- Who is Total Expert built for?
- Total Expert suits retail mortgage lenders and banks that want compliant, data-driven borrower marketing.
- What does Total Expert integrate with?
- Integrations recorded on PropAtlas: Salesforce, Zapier.
- Where is Total Expert based?
- Total Expert is headquartered in St. Louis Park, USA and was founded in 2012.
Industries served
UK markets
Security & certifications
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