2022 HW Vanguard: Joe Welu


Founded in 2012 by Joe Welu, Total Expert was born from a challenge mortgage lenders had faced for years — the need for an industry-specific marketing and sales platform that understood the nuances and complexities of the lending industry. Welu’s vision for a high-quality customer experience has helped thousands of financial marketers and hundreds of mortgage institutions across the nation deploy personalized marketing and sales strategies at scale. His masterful understanding of engagement strategies has taken Total Expert from a start-up venture to an industry-leading fintech company, serving the nation’s top lenders and loan officers.

Under Welu’s leadership, Total Expert continues to break through the industry because the platform promotes financial well-being by focusing on personal relationship building, an idea at the core of Welu’s mission. Today Total Expert is powering marketing and revenue growth for nearly 30% of total mortgage production in the United States.

What has been the secret to your success? 

Learning to embrace the feeling of being uncomfortable. In both my personal experience and through Total Expert, I’ve found that the most growth and progress always come when you stop fighting the urge to resist change and unforeseen challenges. I believe that to create deep, meaningful change, you must step outside of your comfort zone.


Joe Welu


Founder and CEO

Company Name:

Total Expert

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

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