2021 Vanguard: Joe Welu


Over his more than 20-year tenure,  Joe Welu has infused customer experience mastery into the entire mortgage industry. His vision has always focused on borrower engagement strategies that center in on the customer experience. As a result, he’s helped thousands of financial marketers and hundreds of mortgage institutions across the nation deploy personalized marketing and sales strategies at scale. Welu has taken Total Expert from a startup venture to a high-growth company that serves the nation’s top lenders and loan officers. 

In 2020, Total Expert grew revenues 1,558% over the last three years — and was recognized as the 3rd fastest-growing Minneapolis-based company and one of the top 40 fastest-growing software companies on the Inc. 500 (No. 288) list in 2020. The company also more than doubled its customer count and grew its Total Experience Platform user base by 49%. More than 30,000 users are on the Total Expert platform today. In the past 12 months, the company’s revenues have continued to skyrocket, growth that directly reflects Welu’s leadership and vision for the company. 

Today, more than 150 customers, including 15 of America’s top 25 lenders, leverage Total Expert’s marketing and sales software to enable lending and financial services firms to create customers for life by blending human relationships with digital simplicity. Total Expert locked in partnerships with over 20 industry associations across the mortgage, banking and credit union segments and surpassed 250 employees in July 2021, a 13% increase in employee headcount in 2020 spanning across 24 states.

What’s the secret to your success?

“Embrace the feeling of being uncomfortable. I believe that to truly change, you have to step outside of your comfort zone. As a result, in my personal experience and through our business at Total Expert, fighting the urge to resist change and unforeseen challenges has always resulted in growth.”


Joe Welu


Founder & CEO

Company Name:

Total Expert

3d rendering of a row of luxury townhouses along a street

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