Total Expert completes $20m Series B to accelerate marketing development

Total Expert, a platform helping lenders and banks improve revenue lines, has secured $20m in its Series B round.

Emergence Capital led the investment, with participation also coming from Rally Ventures and Arthur Ventures. This new equity line has brought the company’s total funding to $34m.

US-based Total Expert provides lenders and financial services firms with a marketing operating system to help combine human relationships and technology. The platform monitors every interaction with customers from first send through to closed transaction, helping to personalise each step.

Its solution enables clients to create, deploy and track multi-channel marketing, ease co-branded marketing, lead and contact management through CRM tools, and keep level audit tracking and reporting.

Some of its clients include U.S. Bank, loanDepot, Guaranteed Rate and Movement Mortgage.

This capital injection will be used to accelerate marketing innovation in banking and lending. Part of the funds have also been earmarked to support the company moving into insurance and wealth management in America and other international markets.

Total Expert founder and CEO Joe Welu said, “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.

“People expect digital simplicity and real human relationships, and financial services companies too often lose these relationships when they don’t engage with personalized, 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.”

Earlier in the year, Emergence Capital contributed to the $140m Series C round of online payroll, benefits and HR technology platform Gusto.

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