2023 HW Vanguard: Joe Welu

Joe Welu

Founded in 2012 by Joe Welu, Total Expert was born to solve 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 engagement platform has helped thousands of mortgage lenders engage and guide consumers through complex financial decisions by deploying personalized and data-driven marketing and sales strategies at scale. His masterful understanding of relationship-building strategies has taken Total Expert from a startup venture to an industry-leading fintech company serving the nation’s top lenders and loan officers.

Under Welu’s leadership, Total Expert has expanded its solution offerings to the insurance industry, further providing the technology to power the entire financial enterprise. Welu prides Total Expert on being a people-centric organization, leading with empathy to empower employees and customers to achieve the best possible outcomes. The “people first” value is so fundamental to Total Expert that it is named as one of the company’s five core values. This is evident through many of the volunteer programs and events the company has invested in, which includes ongoing support for local Twin Cities food banks and basic needs assistance organizations. In the last 12 months, Total Export raised nearly $4,000 in a virtual food and fund drive for Second Harvest Heartland, filled 500 backpacks with food and supplies for PRISM and volunteered on a Habitat for Humanity build.

What’s the best advice you’ve ever received?

Hire people who are smarter than you and get out of their way.


Joe Welu


Founder and CEO

Company Name:

Total Expert

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

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