Technology

Build the Tech Stack Your Organization Deserves with the Total Expert Marketplace

5 mins read
August 1, 2024
By
Mike Waterston

FinTech software doesn’t suffer from a supply-and-demand problem. There are dozens of powerful, innovative tools and technologies that modern financial institutions can leverage to simplify and streamline their operations, lead management, sales outreach, and marketing campaigns.

The challenge is identifying which solutions best meet your organization’s needs and creating a tech stack that’s free from redundancies and excessive strains on your budget. That’s why we created the Total Expert Marketplace: to help you search, select, and secure the integrations you need to get the most out of your tech stack.

What is the Total Expert Marketplace?

The Total Expert Marketplace is designed to be a one-stop digital shop that features easy-to-integrate technologies at every stage. Our goal is to help financial institutions of all sizes find innovative tech solutions that expand and enhance their existing investment in the Total Expert platform. Every partner in the Total Expert Marketplace is carefully chosen to provide out-of-the-box integrations that users can leverage quickly to deliver the experiences their customers deserve. This a la carte approach allows each Total Expert customer to implement only the solutions they need as their business grows, making it effortlessly scalable and ensuring compliance at every turn.

We also invite Marketplace Partners to collaborate with the Total Expert team to ensure that every integration with the Total Expert platform provides the frictionless functionality our customers need to deliver the perfect financial journey and maximize the lifetime value of every customer or member.

Who are the Total Expert Marketplace Partners?

Capacity

Capacity is a support automation platform that uses AI to answer questions and automate repetitive tasks. The Total Expert integration allows users to perform various functions from Total Expert, like searching and creating contacts, adding notes, and more—all through chat or text.

Adwerx

Adwerx is an industry-leading digital advertising automation platform that provides personalized, hyper-targeted, and fully automated digital advertising solutions for mortgage lending companies and their top loan officers. Adwerx provides an easy-to-use, affordable advertising solution that exposes your brand to new audiences and deepens relationships with your most valuable contacts.

InGenius

Simplicity in a complex business: Multiply your growth through actionable intelligence in mortgage recruiting and overall mortgage market analytics.

Verse.AI

Verse.ai is a powerful two-way conversation platform that combines AI with SMS to enable compliant, scalable, and customizable automated texts that drive real results. Their solution helps mortgage and financial services businesses accelerate revenue growth by actively engaging and converting leads while simultaneously assisting with cutting costs by streamlining operations, reducing operational spending, and enhancing efficiency.

DirectMailers

Dynamic direct mail marketing delivers a targeted marketing strategy that allows you to send personalized mail pieces directly to customers or prospects. This can all be done automatically by interacting with Total Expert’s journey automation. By leveraging the DirectMailers creative team and delivery best practices, you will be able to automate personalized, compliant mailings that can be tracked for delivery and engagement to drive better ROI out of your direct mail campaigns.

Experience.com

Experience.com is a pioneering SaaS platform with top-tier AI-powered solutions for online reputation and experience management. They drive enhanced online visibility and boost customer and employee engagement. The integration with Total Expert empowers customers to convert data insights into immediate, actionable improvements that elevate customer satisfaction, foster brand loyalty, and enhance their online reputation.

Birdeye

Birdeye is the leading reputation, social media, and customer experience platform for local businesses and brands. Over 150,000 businesses use Birdeye’s all-in-one platform to effortlessly manage their online reputation, grow their social presence, connect digitally, and improve customer experiences.

Clever

Clever leverages its premier agent-matching technology, data insights, and network of realtors to simplify the mortgage process using its engagement suite, rewards ecosystem, and home concierge to help businesses grow and enhance borrower engagement.

What do our partners think about the Total Expert Marketplace?

Adwerx

“Adwerx and Total Expert have been collaborating closely for years. So, when the opportunity to officially join the Total Expert Marketplace came up, we eagerly embraced it. Our regular team meetings provide invaluable insights and generate real opportunities for existing and potential customers. Together, we enhance our service to customers, ensuring they maximize the value of both platforms.”

– Dan London, Adwerx Chief Marketing Officer

DirectMailers

“We are thrilled to be part of Total Expert’s Marketplace to help more organizations see the power of multi-channel direct mail marketing. We have been servicing the mortgage and banking industry for the past three decades, and partnering with Total Expert has enabled us to help more lenders see how direct mail can support marketing, from opted-in leads to closing more funded loans.”

– Richard Irwin, DirectMailers Chief Executive Officer and Founder

What are our customers saying about the Total Expert Marketplace?

Fairway Independent Mortgage Corporation

Fairway combines Total Expert’s Credit Inquiry Alerts with their DirectMailers integrations to ensure they provide a Firm Offer of Credit (FOC) to every contact they monitor for credit inquiry activity. Financial institutions are legally required to provide an FOC via traditional mail or email within a specific timeframe once an alert has been delivered for any credit inquiries pulled through a credit bureau.

The DirectMailers integration allows Fairway to automatically deliver personalized FOC postcards whenever they receive a credit inquiry alert.

“The integration was easy and seamless. We worked with Total Expert directly to implement, and we were up and running quickly. Leveraging the Total Expert + Direct Mailers integration has freed up time for our team, and we no longer have to manage the process manually. Additionally, we are impressed with how easy it is to customize the postcard to ensure it reflects our needs.”

– Jaci Betor, Fairway CRM Solutions Architect

Visit the Total Expert Marketplace to learn more about our Partners and explore these seamless integrations!

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The problem with doing the same thing “faster"

For years, lending organizations have measured technology's value by a simple test: did it get people to log in and complete a task? New dashboards, new buttons, and new workflows all designed to change human behavior just enough to extract a little more efficiency from the same process.

The catch, Welu explains, is that this approach caps out at the limits of human behavior itself. A loan officer forgets to follow up. A call center rep runs out of time in the day. A relationship goes quiet not because anyone did anything wrong, but because relying on people to be perfect and predictable was never a sustainable strategy to begin with.

What breaks when the old ceiling stays in place

Joe used an analogy at the 2026 HousingWire AI Summit to capture the stakes: a farmer who just got a bigger, faster horse looks to the neighbor’s field and watches them ride by on a tractor. Incremental improvements, like faster horses, were the best option for decades. That's not the case anymore.

The risk isn't hypothetical. We still see lenders asking AI to slightly improve an existing workflow, rather than asking what their workflow should look like with AI built in from the start. And the lenders who are still chasing incremental improvements will find themselves outpaced by competitors who were willing to embrace a new mindset, a new strategy, and new era.  

Joe also highlighted that speed and speed alone will not set you apart. Context will be the critical differentiator in an AI-enabled world. Being the first one to engage a borrower is great, but only if you actually have something to talk about. Historically, a legacy database only knew what a person remembered to type into it. If that information wasn't captured, the system, and the loan officer, wouldn't be able to use it for the next conversation.

Context is king, and the mindset shift that gets you there

This is where Joe took the conversation from diagnosis to direction. Total Expert's Customer IQ continuously aggregates zero-, first-, and third-party data to create a complete financial profile and interaction history for every customer. This provides lending teams with the context they need at the exact moment it matters, whether that's to a loan officer having a conversation or an AI agent handling a task automatically.  

To put things in a perspective that everyone can understand, Joe drew a comparison to how streaming platforms already personalize recommendations based on what the user has watched or listened to previously—i.e., context. When that context is missing, it's obvious and often frustrating. He argues borrowers feel that same disconnect when their lender's outreach doesn't reflect where they actually are in their financial journey.

This level of change doesn't happen without friction. There will be individuals, teams, and even entire organizations that resist this shift. But leaders have to be clear-eyed about the realities of how our industry is evolving and, more importantly, how consumer expectations are driving that evolution.  

The reframe Joe’s pushing lenders toward is to stop measuring success by tasks completed, and start measuring it by the lifetime value of the customer relationship. He calls this “turning relationships into appreciating assets," where organizations never lose a customer and continually find new ways to add value to that relationship over time, rather than treating every interaction as a standalone transaction.

The takeaway

AI doesn't create value on its own. It creates value when it's grounded in real customer context, embedded in the actual workflow, and pointed at a bigger goal than getting a task done faster. For lenders willing to rethink the engine itself, Welu says the payoff isn't incremental. It's the same seismic shift that farmers experienced when they realized that even the slowest tractor was more efficient than the fastest horse.

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