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How Total Expert CEO Joe Welu grew Total Expert to $40.3M revenue and 100 customers in 2024.

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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Total Expert Revenue

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 Revenue GrowthReported revenue / ARR by year$0$10M$20M$30M$40M$50M2012201420162018202020222024$0$20M$31M$40MSource: GetLatka.com
YearMilestone
2024Total Expert Hit $40.3m revenue in October 2024
2023Total Expert Hit $30.8m revenue in December 2023
2020Total Expert Hit $19.5m revenue in August 2020
2012Launched with $0 revenue

Total Expert Valuation, Funding Rounds

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.

Total Expert Capital Raised & ValuationCumulative capital raised and post-money valuation by roundCapital raised (cum.)Valuation$0$20M$40M$60M$80M$100M201220132014201520162017201820192012 cumulative: $0 • 2012 Founded: $02016 cumulative: $14M • 2012 Founded: $0 • 2016 Series A: $14M2018 cumulative: $34M • 2012 Founded: $0 • 2016 Series A: $14M • 2018 Series B: $20M2019 cumulative: $86M • 2012 Founded: $0 • 2016 Series A: $14M • 2018 Series B: $20M • 2019 Series C: $52M$86M2012 Founded: $0 valuationSource: GetLatka.com
YearRoundAmountValuation% Sold
2019Series C$52M--
2018Series B$20M--
2016Series A$14M--

Total Expert Employees & Team Size

Total Expert employs approximately 265 people as of 2026, down from 303 in 2023.

Total Expert has 265 total employees in different roles and functions and 37 sales reps that carry a quota. They have 100 customers that rely on the company's solutions.

Total Expert Team GrowthReported headcount over time075150225300375201220142016201820202022202400265265Source: GetLatka.com
YearMilestone
2024Reached 265 employees (December 2024)
2024Reached 265 employees (October 2024)
2023Reached 303 employees (December 2023)
2023Reached 300 employees (September 2023)
2023Reached 303 employees (January 2023)
2022Reached 318 employees (December 2022)
2022Reached 318 employees (January 2022)
2021Reached 286 employees (December 2021)
2021Reached 286 employees (August 2021)
2020Reached 243 employees (December 2020)
2020Reached 100 employees (August 2020)
2020Reached 250 employees (June 2020)
2019Reached 210 employees (December 2019)
2018Reached 177 employees (December 2018)

Founder / CEO

Joe Welu

Joe Welu is listed as Founder / CEO at Total Expert.

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Frequently Asked Questions about Total Expert

What is Total Expert's revenue?

Total Expert generates $40.3M in revenue.

Who founded Total Expert?

Total Expert was founded by Joe Welu.

Who is the CEO of Total Expert?

The CEO of Total Expert is Joe Welu.

How much funding does Total Expert have?

Total Expert raised $86M.

How many employees does Total Expert have?

Total Expert has 265 employees.

Where is Total Expert headquarters?

Total Expert is headquartered in Saint Louis Park, Minnesota, United States.

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Compare Total Expert to the industry

Total Expert operates across multiple industries. Browse revenue, funding, and growth data for Total Expert in each sector below.

Source Attribution

Source: all data was collected from GetLatka company research and founder interviews. Revenue, funding, team, and customer figures are presented as company-reported or GetLatka-estimated metrics where the profile data identifies them that way.

Company data last updated .