What Total Expert does

Total Expert Inc. is a Minnesota-based, privately held SaaS company founded in 2016 that builds a customer engagement and marketing operating system purpose-built for the financial services industry. The platform is sold primarily to U.S.-based banks, credit unions, mortgage lenders, and insurance carriers, with a secondary footprint in real estate (realtors, brokerages, sales teams). The company reports serving more than 200 financial institutions and enabling over seven trillion dollars of cumulative funded loan volume since inception, with named customers including CrossCountry Mortgage, VanDyk Mortgage, United Community Bank, NFM Lending, LMCU, Intercap Lending, and The Money Store.

The platform is structured as four core modules — Customer IQ (data and intent-signal layer), Marketing Automation (Journey orchestration, Nurture Programs, Content Library, Design Studio), Sales Productivity (Lead Management, Engage SMS, Co-Marketing, Dashboards, AI Sales Assistant), and Compliance (pre-configured workflows and certifications) — delivered as multi-tenant cloud SaaS that integrates with Loan Origination Systems, CRM platforms, MLS data feeds, product/pricing engines, and telephony. The proprietary AI Sales Assistant, launched in early 2025, is a voice-first agent trained specifically on mortgage conversations and is on pace to handle 130 million calls per year; Customer IQ, re-architected in 2026, layers an agentic AI capability over enriched contact profiles so AI agents can autonomously send texts, place voice calls, and hand off to originators.

The business model is enterprise SaaS subscription on quote-based, multi-year contracts, with revenue concentrated in core subscriptions plus ancillary services (creative, paid digital, SEM, print) and paid training/customization. Go-to-market combines direct enterprise field sales, inside sales with extended support hours, an Expert Partner Network of integrated technology and service vendors (Birdeye, Experience.com, Covered Insurance, ListHub, Adwerx, Vidyard), and embedded distribution through mortgage-tech providers such as Blend POS, Blue Sage Solutions, and ICE Servicing Digital. Demand generation is anchored on a content-led program (definitive guides, webinars, podcasts, Expert Academy, the annual Expy Awards) and validated by a 4.5-star G2 rating across 132+ reviews.

Name

Total Expert

Legal name

Total Expert Inc.

Website

https://totalexpert.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Total Expert is a U.S. SaaS company that provides a customer engagement and marketing operating system purpose-built for banks, credit unions, mortgage lenders, and insurers, with AI-driven Journey automation, voice-based AI Sales Assistant, and compliance workflows.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Louis Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Core revenue is a subscription-based SaaS model (single login, single domain name per Subscription; Multi-User Subscriptions for groups). Subscriptions are recurring and billed per product, with per-user scaling for Multi-User Subscriptions. Subscriptions can be sold for individual users or groups and include both monthly recurring and ancillary paid options.
2. Ancillary Services (Creative, Paid Digital, SEM, Print): TE periodically offers ancillary services to Subscription clients, including graphic creation, content, paid digital advertising, search engine marketing, and print advertising. These are purchased separately at then-current prices and represent transactional, project-based revenue on top of the base subscription.
3. Paid Training, Customization and Support Services: General customer support is provided at no cost; training, customization, and other services beyond general support are billed at then-current TE pricing, generating services revenue from existing subscription customers.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels11 records

Core offering

Total Expert is a multi-tenant SaaS customer engagement platform purpose-built for financial institutions (banks, credit unions, mortgage lenders, and insurance agencies). It combines a unified customer data layer (Customer IQ) with Journey-based marketing automation, a voice-first AI Sales Assistant, sales productivity tools, and pre-configured compliance workflows to help lenders engage borrowers across the lifecycle. Revenue is generated primarily through recurring SaaS subscriptions, with ancillary paid services for creative, paid digital, training, and customization.

Differentiator

Problem solved

Functional benefit

Brands

• Customer IQ: The next evolution of Total Expert's platform, an AI / agentic lending context engine that aggregates customer data, intent signals, and insights to power human and AI-driven engagement across the borrower lifecycle.
• Customer for Life Platform
• Expert Partner Network

Products and services

• Customer IQ Always-on context engine and AI-powered data/intelligence layer for financial services lenders. Aggregates and interprets disparate customer data points (servicing, real-time product and pricing, conversation history, consent records, credit signals, equity data) and feeds them into AI agents and human workflows. Features include Insights + Alerts and Contact Segmentation.
• Marketing Automation Module for creating dynamic, personalized campaigns that drive engagement throughout a customer's financial journey. Includes Target Campaign, Journey Orchestration, Content Library, Nurture Program, Personalization, and Design Studio.
• Sales Productivity Module that streamlines daily workflows and removes barriers between departments with tools that increase communication and collaboration at every stage of the sales cycle. Includes AI Sales Assistant, Prioritized Lead Lists, 360-Degree Customer View, Engage SMS, Lead Management, Co-Marketing, Workflow Management, and Dashboards & Pipeline Views.
• Compliance Module that ensures customer communications meet brand and regulatory guidelines with user-friendly tools to review and approve new content. Features include Pre-Configured Workflows and Certifications.
• Onboarding Implementation service from Total Expert's team of industry experts guiding clients through hassle-free platform setup.
• Professional Services Strategic services that draw on Total Expert's team's decades of financial and technology experience to help customers stay ahead of the industry.
• Expert Content Service offering providing teams with immediate access to pre-built content and design templates to develop deeper relationships with every interaction.

Quantifiable outcome

• 200+ financial institutions powered by Total Expert
• +11 more outcomes

Named customers33 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability13 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core.

• BirdeyecoreGTM or Marketing Partner · 9 June 2026Birdeye is the #1 Agentic Marketing Platform for multi-location brands and an Expert Partner Network member. The Total Expert–Birdeye integration lets lenders request borrower feedback at key moments, flow survey responses and customer experience scores back into Total Expert, and turn review patterns into operational priorities. Co-marketed via 'The Reputation Playbook for Lenders Who Want to Grow in the AI Era.'
• Blend POScoreTechnology or Integration · 28 May 2026Listed alongside Total Expert as one of the mortgage technology providers with whom Covered Insurance expanded its embedded insurance platform integrations. Blend POS is a mortgage point-of-sale platform; integration with Total Expert enables joint customers to access insurance workflows through their existing POS/LOS stack.
• Blue Sage SolutionscoreTechnology or Integration · 28 May 2026Mortgage technology provider integrated with Covered Insurance alongside Total Expert and Blend POS as part of the embedded insurance platform expansion. Co-integration with Total Expert enables joint customers to incorporate insurance workflows into existing mortgage systems.
• ICE Servicing DigitalcoreTechnology or Integration · 28 May 2026Mortgage servicing technology provider integrated with Covered Insurance alongside Total Expert, Blend POS, and Blue Sage Solutions. Co-integration with Total Expert enables loan-servicing institutions to access insurance workflows through their existing servicing tech stack.
• Covered InsurancecoreTechnology or Integration · 27 March 2026Covered Insurance partnered with Total Expert to integrate homeowners insurance into the mortgage process. The integration enables lenders to offer insurance quotes and coverage options within the loan origination workflow, automates property data retrieval, reduces manual input, and provides real-time insurance tracking to streamline underwriting and closing timelines. Expanded in May 2026 (announced 2026-05-28) to give mortgage institutions access to 65+ national and regional insurance carriers via a single integration point.
• Experience.comcoreTechnology or IntegrationIntegrated with Total Expert via CrossCountry Mortgage to enable the first real-time feedback integration of its kind. Triggers instant borrower or partner engagement based on sentiment, automates Journeys tied to satisfaction scores/milestone feedback, and blends emotional and transactional context for hyper-personalized outreach.
• Expert Partner Network (multi-vendor ecosystem)coreStrategic or Co-development PartnerTotal Expert's curated ecosystem of technology and service partners (e.g., Birdeye, Experience.com, telephony providers, dialers, payment processing, marketing platforms) that integrate with the platform and are accessible to Total Expert customers as part of an established go-to-market motion. Partners leverage Total Expert's 200+ financial-institution customer base for distribution.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Velocify (ICE Mortgage Technology): Mortgage-specific CRM and lead management platform now part of ICE Mortgage Technology; the closest direct competitor to Total Expert in loan-officer productivity, lead routing, and mortgage sales engagement.
• Insellerate: Mortgage-specific customer engagement and predictive lead-scoring platform used by lenders for borrower outreach and pipeline prioritization; competes head-to-head with Total Expert's AI Sales Assistant and Journey orchestration.
• BombBomb: Video engagement platform widely used by mortgage originators and real estate agents for personalized outreach; overlaps with Total Expert's Engage SMS, Vidyard integrations, and Journey-based video personalization.
• HouseAmp: Real estate and mortgage engagement platform with home-equity alerts, listing alerts, and agent–lender co-marketing — directly comparable to Total Expert's Customer IQ, listing alerts, and Co-Marketing features.
• Mortgage Cadence (Accenture): Digital mortgage point-of-sale and workflow platform owned by Accenture; competes with Total Expert's Lead Management, Customer IQ, and Journey automation at the LOS-adjacent layer of the mortgage stack.

Broad incumbents

• Salesforce Financial Services Cloud: Horizontal CRM with a financial services vertical edition covering banking, mortgage, and insurance; competes with Total Expert for mid-market and enterprise CRM/marketing automation wallets at banks and credit unions.
• ICE Mortgage Technology (Encompass): Largest mortgage LOS platform and parent of Velocify; competes broadly with Total Expert across the mortgage technology stack and represents both a partner (via integrations) and a competitive threat.
• nCino: Cloud banking operating platform serving banks and credit unions with CRM, onboarding, and customer engagement modules that overlap Total Expert's banking and credit union offerings.
• HubSpot: Horizontal CRM and marketing automation platform increasingly used by mid-market financial institutions; competes with Total Expert's Marketing Automation and Journey orchestration modules on breadth and ease of use.
• Adobe Marketo Engage: Enterprise marketing automation suite used by large banks and insurers for cross-channel campaign orchestration; competes with Total Expert at the upper end of the marketing automation market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/totalexpertinc
• Facebookfacebook.com/totalexpertinc
• LinkedInlinkedin.com/company/total-expert

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Total Expert