Total Expert closes $20 million Series B deal led by Emergence Capital


Minneapolis-based Total Expert announced today that the firm 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.  The six-year old company is a marketing platform for the mortgage industry, but the firm plans to use the new capital to also grow its business in other bank lending, wealth management, and insurance.

Total Expert serves 10% of the $2 trillion per year U.S. mortgage industry. Since 2016, the company has multiplied its 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. The firm is the fastest growing software company in Minneapolis.

“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,” Joe Welu founder and chief executive officer at Total Expert, said in a press release. “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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