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Total Expert Raises $20 Million In Series B Funding To Fuel Growth

Total Expert has raised $20 million in Series B funding. The round was led by Emergence Capital with participation from Rally Ventures and Arthur Ventures, bringing Total Expert’s total funding to $34 million.

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“We started Total Expert to ensure banks and lenders stay ahead of how customers expect to communicate, shop, and manage their financial lives in the digital/social era,” said Joe Welu founder and chief executive officer at Total Expert. “People expect digital simplicity and real human relationships, and financial services companies too often lose these relationships when they don’t engage with personalized, automated communication as people go from awareness to lead to transaction. We solve this using data to drive each customer’s journey toward a relevant transaction, then manage each customer relationship for life.”

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Customer relationship management (CRM) is one piece of a complex marketing automation software puzzle. For banks and lenders to grow sales while protecting consumers from unfair and deceptive messages, CRM software isn’t enough. They must have a full Marketing Operating System (MOS) to easily create and track every tweet, text, email, postcard, etc., from first send to closed transaction, and every communication must be polished and personalized whether a customer is just starting to research a mortgage or they’re a years-long relationship who may now be ready to open new credit and deposit accounts for their teenagers.

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Total Expert created the MOS in 2012 to address these complex needs and began with mortgage, the most technical and highly-regulated sector of consumer finance. The company already powers marketing and revenue growth for 10% of $2 trillion per year U.S. mortgage industry, and since 2016, it has multiplied it’s customer base seven times, which includes eight of America’s top 15 lenders like U.S. Bank, loanDepot and Guaranteed Rate. Total Expert has also quadrupled in size to 162 employees since then, and is the fastest growing software company in its hometown of Minneapolis.

“We saw a massive opportunity in the MOS software category to turn marketing into a revenue center for lending, banking, wealth management, and insurance companies,” said Joseph Floyd, partner at Emergence Capital. “Financial services software requires specialized expertise to allow large sales forces to deploy creative, compliant marketing across all channels, and this is the DNA of Total Expert’s product, brand and vision. Their team of engineers, data scientists, designers and financial services veterans puts them in a rare position to modernize how financial institutions acquire, manage and grow customer relationships.”

With the new capital, Total Expert will accelerate marketing innovation in banking and lending, and also begin expanding into insurance and wealth management in America and around the world.

Partnership Empowers Lenders To Cultivate Client Relationships

Total Expert, the company that created an enterprise-grade Marketing Operating System (MOS) specifically for financial services organizations, has partnered with Mortgage Coach, the developer of the Total Cost Analysis (TCA), a borrower conversion platform for mortgage lenders.

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The Total Expert and Mortgage Coach integration is a unique offering to loan officers, positioning them to create customers for life by pairing the Total Expert marketing automation capabilities with Mortgage Coach’s loan comparison, Total Cost Analysis. The partnership further expands the ability for lenders to centralize all marketing assets created and deployed into the Total Expert MOS for full oversight and on-demand reporting.

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“Mortgage loan officers are working every day to stay front and center with their clients – and our integration with Mortgage Coach makes this a seamless, automated process with beautiful, user-friendly client deliverables,” said Joe Welu, founder and chief executive officer of Total Expert. “We aim to empower loan officers to build their personal brand within their respective enterprises, grow their business and ultimately create lifelong relationships with their customers. Mortgage Coach is a best-of-breed partner, and together, we can provide lenders with solutions for long-term success.”

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Loan officers who use both Total Expert and Mortgage Coach can educate their clients and prospects about their mortgage loan, provide value-added content and further nurture their relationship. The seamless integration provides alerts, email reporting and engagement indicators within the Total Expert platform to keep loan officers informed when a borrower engages with their Mortgage Coach content.

“Mortgage lending is a relationship-business and our integration will give loan officers the tools they need to create customers for life,” said Dave Savage, chief executive officer of Mortgage Coach.  “We are impressed with how Total Expert’s MOS continues to push the boundaries of what’s possible in financial services digital transformation,and we look forward to our partnership with a true industry innovator.”

Elevating The Lending Experience

Total Expert, the provider of an enterprise-grade marketing operating system specifically for regulated financial institutions, has partnered with Blend, a provider of digital mortgage workflows that improves the loan application process for loan officers and consumers.

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The partnership enables data integration between Total Expert and Blend, allowing loan officers to originate mortgage loans more efficiently and transparently while building stronger relationships with customers.

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“Partnering with Total Expert is an exciting opportunity for us, as they are clearly a leader when it comes to marketing operating systems built specifically for the unique needs of the financial services industry,” said Blend Head of Business Development, Brian Martin. “The Total Expert team has very high standards for their solutions. We are both constantly innovating, and we at Blend are excited for what this partnership with Total Expert will mean for the future of lending.”

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Loan officers using both Total Expert and Blend can now provide their prospects and borrowers within the Total Expert application a seamless, branded, and fully trackable experience through Blend when applying for a loan. Data coming from any source can be passed into Total Expert, and now, directly back into Blend to give customers a transparent view into their lending experience.

“We are proud to partner with another technology leader that continues to push the boundaries,” said Joe Welu, founder and CEO of Total Expert. “Blend is a best-of-breed technology solution that is laser focused on improving the consumer loan process. We are excited about how our integration will position loan officers for future growth and help everyday Americans accomplish their American dream.”

Tony Garritano

Tony Garritano is chairman and founder at PROGRESS in Lending Association. As a speaker Tony has worked hard to inform executives about how technology should be a tool used to further business objectives. For over 10 years he has worked as a journalist, researcher and speaker in the mortgage technology space. Starting this association was the next step for someone like Tony, who has dedicated his career to providing mortgage executives with the information needed to make informed technology decisions. He can be reached via e-mail at tony@progressinlending.com.

Optimal Blue Integrates With CRM Player To Drive Efficiency

Optimal Blue has partnered with Total Expert Inc. to further increase productivity and drive revenue with robust contact and database management tools for every facet of a user’s business. This integration allows enterprise lenders that utilize Total Expert’s Marketing/CRM platform to increase efficiency and time savings by eliminating the need to navigate between multiple systems.

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In addition, users can further enhance marketing campaigns – including single property websites, pricing flyers, email campaigns, and more – with dynamic, real-time product eligibility and pricing data down to the loan officer level. LOs will also have access to their specific pricing across the country and be able to run various unique scenarios. The seamless connection between Total Expert and Optimal Blue’s new API also empowers lenders to deliver dynamic marketing content that is easily created, deployed, and tracked within Total Expert’s central system of record.

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“Optimal Blue is focused on developing technology partnerships with leading-edge companies equally determined to shape the future of the mortgage industry,” said Optimal Blue CEO, Scott Happ. “The CRM solutions provided by Total Expert allows for true end-to-end management and aligns perfectly with Optimal Blue’s vision to enable an ecosystem of technology innovators serving Optimal Blue customers.”

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“Many of our customers are considered ‘gamechangers’ who demand technology built for the future of the industry. The functionality enabled by the Total Expert-Optimal Blue partnership is a perfect example of how API based integrations will provide companies new ways to optimize their business through innovation. Total Expert is committed to integrating with best-in-class solutions like Optimal Blue as we continue to aggressively enhance our platform based on the needs of our customers,” said Total Expert CEO, Joe Welu.