Total Expert and Blend Unveil First-of-Its-Kind Integration Empowering Financial Organizations to Win Customers for Life

Industry leaders introduce enhanced integration to revolutionize the digital lending experience

Total Expert, the creator of the first enterprise-level Marketing Operating System (MOS) built specifically for the future of financial services, announced its integration enhancement with Blend, a leading provider of digital workflows bringing simplicity and transparency to consumer lending. The enhancement allows bi-directional data exchange, empowering loan officers to foster deeper customer relationships by delivering personalized messaging throughout the loan application process – and beyond.

“When we look at our current technology stack fueling our organization, it’s critical that they continue to innovate to meet rising consumer expectations, remove friction from the customer experience and contribute to the bottom line,” said Lori Day, SVP/Director at Alerus Financial. “By leveraging consumer data from Blend combined with the automated intelligence of the Total Expert MOS, we will seamlessly deploy the right message to the right person at the right time – with the overall goal of improving pull-through rates and increasing the lifetime value of the customer.”

“Our partnership with Total Expert brings end-to-end efficiency to digital lending, arming loan officers with powerful data and asset information to nurture the borrower along the journey and ultimately leverage that data to cross-sell into other areas within the bank,” said Ram Woo, Head of Business Development at Blend. “We are excited to take our partnership with Total Expert to the next level and continue to look for ways to enhance the digital lending process.”

Loan officers leveraging both the Total Expert MOS and Blend will have a 360-degree view of the borrower so they can see the exact spot they left off on a loan application, prompting the automatic deployment of relevant messaging to maximize the number of applications that get to closing. By tailoring the messages to the exact needs of the borrower, loan officers earn the trust of the consumer – turning a one-time transaction into a customer for life.

“This enhancement to our existing integration will be pivotal in the way relationship managers interact with the borrower – empowering them to anticipate the needs of the consumer and become their financial partner for life,” said Total Expert Founder and CEO Joe Welu. “We are proud to partner with Blend to deliver a solution that meets the rising needs of consumers – positioning relationship managers for success today and in the future.”

About Blend

Blend is a Silicon Valley technology company propelling the $40+ trillion consumer lending industry into the digital age through partnerships with banks, lenders, and other technology providers. Blend’s cloud-based technology delivers speed and efficiency to lenders so they can serve the modern borrower and safely navigate the industry’s changing rules and regulations.

Founded in May 2012, Blend is backed by Greylock Partners, Emergence Capital, Founders Fund, Andreessen Horowitz, 8VC, Lightspeed Venture Partners, and other leading venture investors. To learn more visit

About Total Expert, inc.

Total Expert is a fintech software pioneer of the first modern, enterprise-level Marketing Operating System (MOS) that enables lending and financial services firms to create customers for life by blending human relationships with digital simplicity. We power marketing and revenue growth for 10% of $2 trillion per year U.S. mortgage industry, and ensure banks and lenders stay ahead of how consumers expect to communicate, shop, and manage their financial lives in the digital/social era. For more information, visit