Eden Prairie Fintech Startup Total Expert Closes $3m Series A Funding


Eden Prairie fintech startup Total Expert has closed a $3m series A funding round this week with local investors Arthur Ventures and Rally Ventures, CEO Joe Welu says.

The Total Expert enterprise platform is a SaaS for real estate, title and mortgage companies. Their hub and spoke model facilitates compliant co marketing strategies using integrated CRM, landing pages, mobile, and analytics — among other features.


“We allow sales, marketing, and compliance departments to align,” Welu explains “There has historically been a lot of inefficiency and risk associated here, which is why our product is gaining mindshare so quickly.”

Total Expert really came onto the scene in 2013 when Welu onboarded customer number one and continued to grind out it while raising about $2m in seed capital since then.

Welu maintains that Total Expert is still just scratching the surface of the overall addressable market, one in which he counts over 700,000 licensed mortage originators, 1,200,000 real estate agents, and thousands of individual title companies — all potential customers.

“Our strategy is to win as many of the top 250 customers in the next 12-24 months.”

Total Expert has already doubled headcount this year from 10 to 22 in their Eden Prairie office, with projections of doubling again by the end of the year to approximately 50 with the new money.

With the funding comes advice: Jeff Hinck from Rally Ventures, Patrick Meenan from Arthur Ventures are joining the board with this arrangement;  Justin Kaufenberg, cofounder and CEO of Sport Ngin, is also now on the board.

“We want to build a $100m+ revenue company,” Welu says, “It’s completely doable.”


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  • http://tech.mn Jeff Pesek

    Ambition. Pass it on.