Overview

Total Expert combines customer data, staff workflows, and outreach in a platform built for financial services. Its borrower and referral partner management, loan pipeline tracking, and marketing automation make it a more focused choice than a general-purpose CRM for organizations in those sectors. That focus is also a limitation: businesses outside mortgage lending, banking, credit unions, and insurance have less reason to choose it over a broader CRM.

Founded in 2016 and headquartered in Minneapolis, Minnesota, the company describes its product as a Customer Operating System. The practical appeal is bringing signals, sales activity, and compliant outreach together rather than managing them as separate functions.

Key features

Customer signals and sales workflows

Customer IQ enriches profiles with financial signals such as credit inquiries, equity changes, rate opportunities, new listings, and life events. These can give staff timely reasons to follow up, particularly when paired with Sales Center’s lead routing, nurturing, pipeline visibility, mobile app, text messaging, and prioritized lead lists. The platform also lists an AI Sales Assistant that can qualify prospects by voice, schedule appointments, and warm-transfer prospects to loan officers.

Marketing Center supports multichannel Journeys, targeted campaigns, and a library of compliant email, social, and print content. Email and SMS workflows include approvals, reporting, and auditing for TCPA and CAN-SPAM compliance, a useful fit for teams that need outreach processes with compliance controls built in. Total Expert says its integration library includes more than 55 industry integrations, though the complimentary plan’s named integrations are narrower.

Security and support

Total Expert states that it is SOC 2 compliant and follows practices informed by the NIST Cybersecurity Framework and AWS Well-Architected Framework. Its access controls include single sign-on, multifactor and adaptive authentication, and precise privileges; adaptive checks consider device reputation, location, IP address, and user behavior. Customer data is hosted in U.S.-based AWS data centers with 24/7 physical security.

Customers can contact support by email or live chat. Support hours are Monday–Friday 8 a.m.–7 p.m. CT and Saturday 9 a.m.–5 p.m. CT, giving teams a defined weekday window plus Saturday coverage.

Pricing

The freemium model lets teams start without a monthly charge, but the plan choice matters: Premium costs $100.00 USD per month per user, so adding users directly increases the stated monthly price.

Plan	Price	What it includes
Complimentary plan	0.00 USD per month	Unlimited inbound co-marketing connections, CRM access, open-house lead capture app, single-property websites, home-valuation landing pages, print marketing tools, marketing automation, and Zillow Tech Connect, Office365, and BombBomb integrations.
Premium	100.00 USD per month, per user	Everything in Complimentary, plus Focused View, Daily Call Lists, prioritized lead lists, and an event registration app. The plan supports up to 20 users.

Complimentary is a credible starting point for teams that need core CRM access and marketing tools without a subscription fee. It gives up Premium’s Focused View, Daily Call Lists, prioritized lead lists, and event registration app. Premium is better suited to teams that will use those sales-prioritization features; the per-user price makes it a harder fit when many seats are needed. The stated 20-user limit applies to Premium.

Platforms

Total Expert supports Android, iOS, web, and API access. Its mobile apps are relevant to teams handling leads and customer outreach away from a desk, while web access serves office-based workflows.

Who it's for

Total Expert is aimed at mortgage lenders, banks, credit unions, and insurance organizations, especially teams managing borrowers and referral partners. It is most compelling when financial signals, loan pipeline tracking, sales follow-up, and compliant marketing belong in the same workflow. A business that needs only a general CRM, without those sector-specific processes, may not benefit from the specialization.

Pros and cons

Pros: The complimentary plan includes CRM access, marketing automation, print tools, and several named integrations, so teams can begin without a monthly subscription.
Pros: Customer IQ connects financial signals with sales follow-up tools, giving financial-services teams context for outreach.
Pros: Email and SMS approvals, reporting, and auditing support compliance-conscious marketing workflows.
Cons: Premium’s $100.00 USD per month per user makes its added sales tools costly as seat count grows, and the plan is capped at 20 users.
Cons: The product’s financial-services focus is less relevant to organizations outside its target sectors.

Alternatives

For a wider CRM comparison, start with Financial Services CRM Software or Mortgage CRM Software. Consider Zoho CRM if a general CRM with a free plan for three users and a free trial is a better fit. Creatio CRM is an option for buyers seeking AI-native automation, with custom pricing. Salesforce Financial Services Cloud may suit teams prepared for an annually billed $325.00 USD per month per user financial-services sales plan.

AdvisorCRM is another freemium CRM option, with a free Core CRM plan for up to three users. InsuredMine is a paid option with a free trial. Oracle Siebel CRM is a paid alternative with a $400.00 USD per once plan billed per application user. Pega CRM is another paid alternative with a free trial. AdvisorEngine CRM is a paid option at $69.00 USD per year, billed annually per user, with a three-user minimum.

Verdict

Choose Total Expert if your mortgage, banking, credit-union, or insurance team wants financial customer signals tied directly to sales follow-up and compliant marketing. The complimentary plan is a sensible way to start; Premium makes sense when its added prioritization and event tools justify $100.00 USD per month per user. Look elsewhere if your organization is outside those sectors or needs Premium features at a lower per-seat cost.

	Lender CRM	Total Expert
Free plan		Yes
Paid from		$100/mo
Platforms	Web	Android, api, iOS, Web
Borrower management	Yes	Yes
Referral partner management	Yes	Yes
Loan pipeline tracking	Yes	Yes
Marketing automation	Yes	Yes
Compliance workflows	Yes	Yes
Free plan		Yes
Paid from		100 /user/mo
SMS automation		Yes
Mobile app		Yes

Lender CRM vs Total Expert

Lender CRM

Total Expert