What does AI really mean for mortgage professionals? In this in-depth discussion, Joe Welu, CEO of Total Expert, breaks down the difference between true AI and automation hype. Learn how AI is optimizing customer engagement, streamlining operations, and driving efficiency in the lending industry. Don’t miss these insights from a fintech leader.

From a basement startup to an industry leader

Founded in 2012, Total Expert started as a tool for loan officers and real estate agents and has since evolved into an enterprise-level platform powering some of the industry’s top financial institutions.

“We came from a perspective of believing in the power of homeownership and wanted to build capabilities that helped mortgage lenders connect directly with consumers,” Welu said. “Today, our mission is to deliver the perfect customer journey for all financial milestones, from buying a home to leveraging home equity.”

A foundation of customer obsession

A key differentiator for Total Expert is its commitment to customer success.

“One of our core values is customer obsession,” Welu explained. “We believe that if we help our customers win and achieve real business outcomes, then we earn the right to build a company around that.”

Total Expert operates with a partnership mentality, believing that lenders don’t just receive software but ongoing value and support.

“So many tech companies deliver a solution and move on,” Welu said. “We believe in a long-term partnership, evolving alongside our customers and continuously improving to meet their needs.”

How AI is reshaping customer engagement and sales

“We’ve made substantial AI investments, and we see two major opportunities,” Welu said. “The first is predictive intelligence, helping lenders identify key financial moments that indicate when a borrower may be looking to buy, sell, or refinance. The second is AI agents, which act as virtual assistants to help loan officers manage and engage with leads.”

These AI-driven assistants can handle lead nurturing, follow-ups, and appointment setting, giving loan officers more time to focus on high-value conversations.

“We’re currently in a tight pilot program with human-like voice AI agents,” Welu revealed. “They can text, call, and respond to inquiries in real time—essentially acting as a multiplier for a lender’s sales team.”

A force multiplier for lenders

Welu believes that AI is not replacing loan officers but rather enhancing their capabilities.

“Our AI tools don’t replace the LO—they make good loan officers even better,” he said. “By eliminating repetitive tasks and improving customer engagement, we’re helping lenders scale their businesses without hiring more people.”

According to Total Expert’s early pilot data, AI-driven lead engagement is already matching or outperforming human conversion rates.

“If you take the top 20% of LOs and give them AI-driven superpowers, imagine the impact that has on productivity and revenue,” Welu said.

Differentiating via AI and customer intelligence

“AI is taking our mission of customer obsession to the next level,” he said. “By layering AI into customer intelligence and journey automation, we’re helping lenders engage borrowers at scale in ways that simply weren’t possible before.”

Beyond AI, Total Expert is refreshing its entire sales experience in 2025.

“We’re rolling out a brand-new sales experience, ensuring that every touchpoint delivers maximum value for our customers,” Welu said. “We want to be the clear market leader in this space.”

The role of customer feedback

Total Expert’s innovation is fueled by ongoing collaboration with clients.

“We’ve learned over the years that we can’t just chase one-off requests—we have to prioritize solutions that create substantial value across our entire customer base,” Welu said. “That’s why expanding our Customer Intelligence Suite and AI-driven capabilities became a top priority for us.”

What’s next for Total Expert?

As Total Expert continues its rapid AI expansion, Welu remains focused on delivering real, measurable value to the mortgage industry.

“The AI revolution isn’t coming—it’s already here,” he said. “We are in the midst of the biggest technology shift in human history, and the pace of change is unlike anything we’ve ever seen before.”

By enhancing sales automation, leveraging predictive AI, and deepening customer intelligence, Total Expert is positioning itself as the ultimate technology partner for lenders in 2025 and beyond.

“We’re not just making incremental improvements—we’re reimagining what’s possible for lenders, loan officers, and borrowers,” Welu said. “And we’re just getting started.”

*This article was reposted from HousingWire.com*

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