Total Expertrevenue & funding
Security Compliance SoftwareSt. Louis Park, MinnesotaFounded 2012CEO Joe Welu
Total Expert is a fintech software pioneer of the first modern, enterprise-level Marketing Operating System (MOS) that enables financial services organizations to create customers or members for life by re-humanizing complex financial decisions.
- Customers
- 100
Total Expert revenue
Total Expert has not published its revenue. GetLatka estimates it at about $40.3M a year (October 2024).
All 3 revenue readings, with sources
| As of | Revenue | Source |
|---|---|---|
| Aug 2020 | $19.5M | – |
| Dec 2023 | $30.8MEST. | GetLatka estimate |
| Oct 2024 | $40.3MEST. | GetLatka estimate |
– source not recorded
Total Expert funding rounds & investors
Total Expert has raised $86M across three rounds since 2016. The latest was a $52M Series C in October 2019.
| Date | Round | Raised |
|---|---|---|
| Oct 2019 | Series C | $52M |
| Oct 2018 | Series B | $20M |
| Apr 2016 | Series A | $14M |
| Total raised | $86M |
Total Expert competitors
Total Expert competes most directly with Blend.
| Company | Revenue | Funding | Employees | Customers | Founded |
|---|---|---|---|---|---|
 Blend | $123.6M | $665M | 557 | 250 | 2012 |
| Total Expert | $40.3M | $86M | 265 | 100 | 2012 |
Total Expert CEO, founders & employees
Joe Welu founded Total Expert in 2012 and runs it as CEO. Total Expert had 265 employees (December 2024, LinkedIn), down from 303 a year earlier.
- Joe WeluFounder & CEO
All 14 headcount readings, with sources
| As of | Employees | Source |
|---|---|---|
| Dec 2024 | 265 | |
| Oct 2024 | 265 | |
| Dec 2023 | 303 | |
| Sep 2023 | 300 | – |
| 2023 | 303 | – |
| Dec 2022 | 318 | |
| 2022 | 318 | – |
| Dec 2021 | 286 | |
| Aug 2021 | 286 | – |
| Dec 2020 | 243 | – |
| Aug 2020 | 100 | – |
| Jun 2020 | 250 | – |
| Dec 2019 | 210 | – |
| Dec 2018 | 177 | – |
Total Expert FAQ
What is Total Expert's revenue?
GetLatka estimates Total Expert's revenue at about $40.3M a year (October 2024). The company hasn't published its own figure.
How much funding has Total Expert raised?
Total Expert has raised $86M across three funding rounds. The latest was a $52M Series C in October 2019.
How many employees does Total Expert have?
Total Expert had 265 employees in December 2024, according to LinkedIn.
Who is the CEO of Total Expert?
Joe Welu is the CEO of Total Expert and founded the company in 2012.
Who founded Total Expert?
Joe Welu founded Total Expert in 2012.
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How this page is sourced
5 from public sources · 2 estimates. Founder figures link to the second they were said; public figures name their source; estimates are marked EST. and say whose they are. Not financial advice.
Updated Sep 15, 2026Data disclaimerReport a correctionClaim this profileRun Total Expert? Join the podcast