AI and Mortgage Innovation: Joe Welu on the Next Frontier in Lending
In a discussion that dives deep into the evolving landscape of mortgage lending, Joe Welu, CEO of Total Expert, offered insights on the role of artificial intelligence in the industry. Welu differentiated between genuine AI applications and mere automation hype, sharing how Total Expert is harnessing AI to optimize customer engagement, streamline operations, and drive efficiency.
From Startup to Industry Leader
Total Expert began in 2012 as a tool for loan officers and real estate agents. Since then, the company has evolved into an enterprise-level platform serving some of the industry’s leading financial institutions. Welu noted the company’s core focus: “We came from a perspective of believing in the power of homeownership and wanted to build capabilities that helped mortgage lenders connect directly with consumers.”
Today, Total Expert’s mission is to refine the customer journey for every financial milestone, including home purchases and leveraging home equity.
Customer Obsession: A Core Value
Customer success sets Total Expert apart. Welu explained, “One of our core values is customer obsession.” He highlighted the company’s dedication to helping its clients achieve real business outcomes, fostering a long-term partnership model. “We believe in a long-term partnership, evolving alongside our customers and continuously improving to meet their needs,” Welu explained.
Reshaping Customer Engagement and Sales with AI
Total Expert has invested substantially in AI. Welu identified two key opportunities: “The first is predictive intelligence, helping lenders identify key financial moments that indicate when a borrower may be looking to buy, sell, or refinance. The second is AI agents, which act as virtual assistants to help loan officers manage and engage with leads.”
These AI-driven assistants can manage lead nurturing, follow-ups, and appointment scheduling. This allows loan officers to focus on high-value conversations. Welu revealed that Total Expert is running a pilot program featuring human-like voice AI agents able to text, call, and answer inquiries in real time. The aim is for these agents to act as a force multiplier for the lender’s sales teams.
AI: A Force Multiplier for Lenders
Welu believes that AI is meant to enhance, not replace, loan officers. “Our AI tools don’t replace the LO — they make good loan officers even better,” he stated. He emphasized that by automating repetitive tasks and improving customer engagement, AI is helping lenders scale their business without additional hires.
Early pilot data from Total Expert showed that AI-driven lead engagement matches or exceeds human conversion rates. “If you take the top 20% of LOs and give them AI-driven superpowers, imagine the impact that has on productivity and revenue,” Welu said.
Differentiating Through AI and Customer Intelligence
“AI is taking our mission of customer obsession to the next level,” Welu explained. “By layering AI into customer intelligence and journey automation, we’re helping lenders engage borrowers at scale in ways that simply weren’t possible before.”
Total Expert is planning a complete refresh of its sales experience in 2025. “We’re rolling out a brand-new sales experience, ensuring that every touchpoint delivers maximum value for our customers,” Welu noted. The goal is for Total Expert to become the preeminent market leader in this area.
The Importance of Customer Feedback
Total Expert’s product development is guided by ongoing collaboration with its clients. Welu stated, “We’ve learned over the years that we can’t just chase one-off requests—we have to prioritize solutions that create substantial value across our entire customer base.”
Expanding the Customer Intelligence Suite and AI-driven capabilities became a top priority as a result.
What’s Next for Total Expert?
As Total Expert continues its AI expansion, Welu remains focused on bringing tangible value to the mortgage industry. “The AI revolution isn’t coming — it’s already here,” he insisted. He added, “We are in the midst of the biggest technology shift in human history, and the pace of change is unlike anything we’ve ever seen before.”
By enhancing sales automation, applying predictive AI, and refining customer intelligence, Total Expert is positioning itself as a leading technology partner for lenders in 2025 and beyond. Concluding his remarks, Welu said, “We’re not just making incremental improvements — we’re reimagining what’s possible for lenders, loan officers, and borrowers, and we’re just getting started.”
