Total Expert Appoints Dan Catinella as Chief Lending Officer to Spearhead Mortgage Strategy and Innovation

Industry titan joins the executive leadership team with 20 years of experience leading digital transformation in financial institutions

MINNEAPOLIS – Sept. 13, 2022 – Total Expert, the only CRM and customer engagement platform purpose-built for modern financial institutions, today announced that Dan Catinella has joined the company’s executive leadership team as Chief Lending Officer.

As Chief Lending Officer, Catinella will work directly with Total Expert’s customers and prospects to address industry pain points and respond to financial trends to ensure the company is positioned to keep modern lending at the heart of all short- and long-term business goals. He will also help identify and develop high-impact innovation strategies that promote modern lending best practices for customers using the platform. 

“Dan is a trusted force in the mortgage industry, and his passion for modernizing the lending experience and creating lifelong customer relationships will make him a powerful addition in helping our clients deliver purposeful customer journeys,” said Joe Welu, founder and CEO of Total Expert. “Dan’s extensive expertise in supporting technological efficiency for all business channels in a fast-changing digital landscape makes him a perfect fit as we double down on our commitment to deep industry expertise.” 

Prior to joining Total Expert, Catinella spent seven years with Finance of America, where he drove both sales and operations support through digital innovation and core digital platform strategies. While serving as Chief Digital Officer, he also worked directly with the Total Expert team to implement the platform at Finance of America and manage adoption through support and training. Previously, Catinella was Director of Information Technology at Gateway Funding before it was acquired by Finance of America.

“My career has always been at the intersection of lending and technology,” said Catinella. “Having worked with Total Expert for over six years at Finance of America, I know the value the platform provides and believe Total Expert is a natural fit for me to make a significant impact in the industry. I’m excited for the opportunity to support lenders nationwide as they navigate the changing market and help their teams understand what modern lending means and looks like in their organizations.”

Catinella joins Total Expert during a pivotal time in the industry as lenders face rising rates and fewer loan applications, placing a greater level of importance on what Total Expert sets out to do: enable lenders to foster deeper relationships and create customers for life. Dan will join Total Expert on the road at industry events to speak firsthand with customers and partners about overcoming the current lending environment and staying connected with customers with proactive advice when they need it most. Digital Mortgage attendees can find Dan in Las Vegas this week in Total Expert booth 303/305.


Total Expert delivers purpose-built CRM and data-driven customer engagement solutions for more than 175 modern financial institutions. The Total Experience Platform unifies data, marketing, sales, and compliance solutions to provide a cohesive experience across the customer lifecycle. Total Expert turns customer insights into actions to increase loyalty and drive growth for banks, lenders, credit unions, and other financial services firms. For more information visit For conversations between modern banks and lenders on leadership and innovation, listen to the Expert Insights podcast, hosted by founder and CEO Joe Welu.