Overview

Total Expert brings customer profiles, sales activity, and outreach into a platform it describes as a Customer Operating System. That focus can help financial-services teams manage borrowers and referral partners alongside loan pipelines, rather than stitching those workflows onto a general-purpose CRM. It was founded in 2016 and is headquartered in Minneapolis, Minnesota.

The specialization is also a boundary: mortgage lending, banking, credit unions, and insurance are its stated audience. Organizations outside those fields may have little reason to choose a platform built around their customer and compliance workflows.

Key features

Customer context and sales

Customer IQ adds financial signals to profiles, including credit inquiries, equity changes, rate opportunities, new listings, and life events. These cues give teams specific reasons to prioritize a conversation, though their value depends on staff acting on them. Sales Center supports lead routing and nurturing, pipeline visibility, prioritized lead lists, a mobile app, and text messaging, connecting those signals to follow-up work.

Marketing and compliance

Marketing Center supports multichannel Journeys, targeted campaigns, and compliant content for email, social, and print. Email and SMS workflows include approvals, reporting, and auditing for TCPA and CAN-SPAM compliance. That makes the marketing toolkit relevant to regulated outreach teams, while the workflows still require appropriate internal oversight.

AI, integrations, and security

The AI Sales Assistant is described as handling voice conversations to qualify prospects, schedule appointments, and warm-transfer them to loan officers. Total Expert also says its integration library contains more than 55 industry integrations. Security measures include SOC 2 compliance, single sign-on, multi-factor and adaptive authentication, and detailed privileges. Customer data is hosted in U.S.-based AWS data centers with 24/7 physical security; the security approach is informed by the NIST Cybersecurity Framework and AWS Well-Architected Framework.

Pricing

Plan	Price	What it includes
Complimentary plan	0.00 USD per month	CRM access, unlimited inbound co-marketing connections, open house lead capture app, single-property websites, home valuation landing pages, print marketing tools, marketing automation, and Zillow Tech Connect, Office365, and BombBomb integrations.
Premium	100.00 USD per month per user	Everything in Complimentary, plus Focused View, Daily Call Lists, Prioritized Lead Lists, and an event registration app; supports up to 20 users.

The free plan is a substantial starting point for teams centered on CRM and marketing, with unlimited inbound co-marketing connections. It gives up Premium's focused and prioritized sales lists and event registration app. Premium's per-user price makes the cost rise with seats, and its stated cap is 20 users; teams needing more than 20 users should confirm whether the plan fits before committing. Support is available by email and live chat, Monday–Friday 8 a.m.–7 p.m. CT and Saturday 9 a.m.–5 p.m. CT.

Platforms

Total Expert supports Android, iOS, web, and API access. Mobile availability pairs with the Sales Center app and text messaging, useful for staff handling leads away from a desktop.

Who it's for

Mortgage lenders, banks, credit unions, and insurers are the clearest fit, particularly teams managing borrowers, referral partners, loan pipelines, and automated marketing. Smaller teams can start without a subscription; teams that need sales prioritization can move to Premium. A general business seeking a flexible CRM without financial-services workflows should look elsewhere.

Pros and cons

Pros: Financial signals and sales workflows sit alongside marketing automation, which can give industry teams a more connected way to identify and follow up on opportunities.
Pros: The Complimentary plan includes CRM, marketing automation, and several integrations at no monthly charge, making it a meaningful starting option.
Pros: Approval, reporting, and audit features for email and SMS support compliance-conscious outreach.
Cons: Premium costs 100.00 USD per month per user, so adding seats raises the bill; the plan supports up to 20 users.
Cons: Its industry-specific focus may be a poor fit for organizations outside mortgage lending, banking, credit unions, and insurance.

Alternatives

Financial Services CRM Software and Mortgage CRM Software are useful starting points for comparing products in those categories.

Zoho CRM is worth considering for teams that want a broader CRM with a free plan for three users and a free trial.
AdvisorCRM suits teams looking for a free CRM tier with up to three users and unlimited contacts.
Creatio CRM is an option for buyers seeking a paid CRM with a free trial and self-hosted platform support.
Pega CRM is another paid CRM option with a free trial.
Salesforce Financial Services Cloud merits comparison for teams considering a paid financial-services CRM; its Sales plan is 325.00 USD per month, billed annually per user.
InsuredMine is an alternative for insurance-focused buyers considering a paid platform with a free trial.
LendingWise is a mortgage-focused alternative whose Starter Trial costs 119.00 USD per month.
Redtail CRM is another paid CRM option to compare.

Verdict

Total Expert is a strong fit for financial-services teams that want customer signals, lead management, and compliant marketing in one industry-focused platform. The free plan lowers the barrier to starting, while Premium's prioritized sales tools have a clear per-user cost and a 20-user ceiling. Choose it for that connected financial-services workflow; look elsewhere for a broader CRM or a team that cannot fit within Premium's seat limit.

	LoanOfficer.ai	Total Expert
Free plan	No	Yes
Paid from	$197/mo	$100/mo
Platforms	Android, iOS, Web	Android, api, iOS, Web
Free plan	No	Yes
Borrower management	Yes	Yes
Referral partner management	Yes	Yes
Loan pipeline tracking	Yes	Yes
Marketing automation	Yes	Yes
Compliance workflows	Yes	Yes
SMS automation	Yes	Yes
Mobile app	Yes	Yes
Paid from		100 /user/mo

LoanOfficer.ai vs Total Expert

LoanOfficer.ai

Total Expert