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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. The company's system aligns marketing, sales and compliance in a single system of record, allowing salespeople to grow their marketing and sales efforts while ensuring they stay compliant with complex regulations and marketing content and brand assets can be developed at the community level and every asset ever created, downloaded or deployed is tracked with on-demand audit-level reporting, enabling businesses and mortgage related businesses to have settings for endless custom reporting and analytics options based on the unique preferences of the organization and manage their financial lives in the digital, social era.
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In 2024, Total Expert's revenue reached $40.3M. The company previously reported $30.8M in 2023. Since its launch in 2012, Total Expert has shown consistent revenue growth.
Total Expert has not publicly disclosed its valuation. The company has raised $86M in total funding to date.
Total Expert has raised $86M in total funding across 3 rounds, most recently a $52M Series C round in 2019.
| Year | Round | Amount | Valuation | % Sold | Source |
|---|---|---|---|---|---|
| 2019 | Series C | $52M | - | - | |
| 2018 | Series B | $20M | - | - | |
| 2016 | Series A | $14M | - | - |
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Total Expert serves 100 customers.
Total Expert employs approximately 265 people as of 2026, down from 303 in 2023, including 37 sales reps that carry a quota. It serves 100 customers that rely on its solutions.
Total Expert generates an estimated $40.3M in annual revenue.
Total Expert was founded by Joe Welu.
The CEO of Total Expert is Joe Welu.
Total Expert raised $86M across 3 rounds.
Total Expert has 265 employees.
Total Expert is headquartered in Saint Louis Park, Minnesota, United States.
Total Expert operates across multiple industries. Browse revenue, funding, and growth data for Total Expert in each sector below.
All figures on this page are taken directly from interviews or are estimates from public sources and proprietary models. Not financial advice. Read full disclaimer.
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2024 Revenue
$40.3M(Est.)
Customers
100
Funding
$86M
Avg ACV
$403.3K
Team
265
Founded
2012
| Year | Milestone | Source |
|---|---|---|
| 2024 | Total Expert Hit $40.3m revenue in October 2024 | Estimated |
| 2023 | Total Expert Hit $30.8m revenue in December 2023 | Estimated |
| 2020 | Total Expert Hit $19.5m revenue in August 2020 | |
| 2012 | Launched with $0 revenue |
| Year | Milestone | Source |
|---|---|---|
| 2024 | Reached 265 employees (December 2024) | |
| 2024 | Reached 265 employees (October 2024) | |
| 2023 | Reached 303 employees (December 2023) | |
| 2023 | Reached 300 employees (September 2023) | |
| 2023 | Reached 303 employees (January 2023) | |
| 2022 | Reached 318 employees (December 2022) | |
| 2022 | Reached 318 employees (January 2022) | |
| 2021 | Reached 286 employees (December 2021) | |
| 2021 | Reached 286 employees (August 2021) | |
| 2020 | Reached 243 employees (December 2020) | |
| 2020 | Reached 100 employees (August 2020) | |
| 2020 | Reached 250 employees (June 2020) | |
| 2019 | Reached 210 employees (December 2019) | |
| 2018 | Reached 177 employees (December 2018) |
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