Total Expert bags $20m funding for personalised marketing
Fintech communications firm Total Expert has raised $20 million in a Series B funding led by Emergence Capital, with participation from Rally Ventures and Arthur Ventures.
“We started Total Expert to ensure banks and lenders stay ahead of how customers expect to communicate, shop, and manage their financial lives in the digital/social era,” said Joe Welu founder and chief executive officer at Total Expert.
He adds: “People expect digital simplicity and real human relationships, and financial services companies too often lose these relationships when they don’t engage with personalised, automated communication as people go from awareness to lead to transaction.
“We solve this using data to drive each customer’s journey toward a relevant transaction, then manage each customer relationship for life.”
The firm says that for banks, CRM software isn’t enough. They must have a full marketing operating system (MOS) manage every tweet, text, email, postcard, etc, and every communication must be personalised.
“We saw a massive opportunity in the MOS software category Total Expert created to turn marketing into a revenue center for lending, banking, wealth management, and insurance companies,” says Joseph Floyd, partner at Emergence Capital.
Total Expert says it powers marketing and revenue growth for 10% of $2 trillion per year US mortgage industry, and since 2016, it has multiplied its customer base seven times, which includes eight of America’s top 15 lenders – including US Bank, loanDepot, Guaranteed Rate and Movement Mortgage.