Total Expert

Total Expert is the leading marketing and customer engagement technology platform for banks, lenders and financial services.

Total Expert powers marketing and revenue growth for the U.S. mortgage industry and ensure banks and lenders stay ahead of how consumers expect to communicate, shop, and manage their financial lives in the digital/social era.

Total Expert was founded in 2012 by Joe Welu. The company is headquartered in St. Louis Park, Minnesota.


Total Expert is a fintech software company that built the first enterprise-grade Marketing Operating System (MOS) purpose built for the modern financial services industry. The platform enables customer facing teams (sales), marketing and compliance to work together seamlessly to deliver marketing campaigns and engagement that is relevant to each unique customer based on their stage in life.

The Total Expert Marketing Operating System gives your organization a centralized platform to manage your brand at an enterprise level. You gain greater oversight and audit-ready compliance, fueling fast, confident decisions.

Total Expert focuses on the unique needs of financial services firms who must integrate industry specific data and applications to deliver a cohesive customer experience across the entire customer lifecycle, unlike traditional CRM systems and marketing tools that were built to serve multiple industries. 


Total Expert is backed by Georgian Partners, Emergence, Rally Ventures, Arthur Ventures and others. The company raised $52M from a "Series C" financing on Oct 24, 2019. This new round brings Total Expert's total funding to $86M to date.


Total Expert was ranked No. 105 on the 2019 Inc. 500 List of Fastest-Growing Companies.



  • Year founded: 2012
  • Funding Info: $86M over 4 Rounds (Latest Funding Type: Series C)
  • Yearly Revenue: $10M-$20M (2019)
  • Employee Size: 201-500
  • Business Valuation: NA
  • City/Town: St. Louis Park
  • State: Minnesota
  • Country: United States
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