Joe Welu, founder and CEO of Total Expert, is reshaping the mortgage industry with his visionary approach to leveraging purpose-built technology for enhancing human engagement. Welu’s innovations enable mortgage lenders to use technology in meaningful ways, equipping originators to better understand and respond to consumer needs, thereby building substantial relationships at scale. His vision for modern financial institutions has refined acquisition and retention strategies, utilizing data and personalization to transform how enterprises educate, engage, and advise their customers for lasting loyalty.
This year, Welu cut through the AI noise by delivering a practical solution that gives mortgage lenders’ originators “superpowers” for high-quality customer interactions. He introduced Total Expert’s AI Sales Assistant, a purpose-built, voice-powered tool designed for mortgage lending. The AI Sales Assistant scales outreach, qualifies leads efficiently, and prioritizes high-value opportunities, offering deep integration with brand standards and mortgage regulations.
In its private beta with select customers, the AI Sales Assistant has already made over 1.5 million voice calls, boosting contact rates on cold leads, and improving lead conversion rates, demonstrating the impact of Welu’s innovative approach.
Guided by Welu’s vision, Total Expert has rolled out major product launches, including improvements to Customer Intelligence, AI Sales Assistant, Engage SMS, and Integrated Design Studio. These initiatives reflect Welu’s leadership, making Total Expert a trusted technology solution for over 200 financial institutions, including top retail lenders and originators, consistently recognized as a “Leader” in G2’s Mortgage CRM reports.
Welu’s innovative tools have yielded impressive results for clients like NFM Lending, Lake Michigan Credit Union, FirstBank, Castle & Cooke Mortgage, and WinTrust Mortgage, collectively driving substantial loan volume increases and showcasing the transformative impact of his leadership.
What’s the best piece of advice you’ve ever received?
Surround yourself with people who are smarter than you, listen to their ideas, and trust them to lead.
Name:
Joe Welu
Title:
Founder and Chief Executive Officer
Company Name:
Total Expert
