Total Expert

Total Expert is a financial-services platform that brings customer signals, sales workflows, and marketing together. It is best suited to mortgage, banking, credit-union, and insurance teams managing borrower and referral relationships. Its strongest case is a useful free core; the trade-off is that prioritized sales tools are reserved for a per-user Premium plan.

Overview

Total Expert combines customer data, staff workflows, and outreach in a system designed for financial services. That specialization connects borrower and referral partner management with loan pipeline tracking, marketing automation, and SMS automation. For teams in its target sectors, this is a more focused fit than a general-purpose CRM; organizations outside them may have little reason to choose it over a broader platform.

Founded in 2016, Total Expert is headquartered in Minneapolis, Minnesota.

Key features

Customer context and sales follow-through

Customer IQ adds financial signals to customer profiles, including credit inquiries, equity changes, rate opportunities, new listings, and life events. These cues can give staff concrete reasons to reconnect, though their value depends on having a team ready to follow up. Sales Center adds lead routing and nurturing, pipeline visibility, a mobile app, text messaging, and prioritized lead lists, bringing follow-through closer to the customer context.

Marketing and compliance

Marketing Center supports multichannel Journeys, targeted campaigns, and a library of compliant content for email, social, and print. Email and SMS workflows include approvals, reporting, and auditing for TCPA and CAN-SPAM compliance. This combination suits regulated outreach programs that need both campaign tools and workflow oversight.

AI and integrations

The AI Sales Assistant is described as handling voice conversations to qualify prospects, schedule appointments, and warm-transfer them to loan officers. The integration library includes over 55 industry integrations, which may help fit the platform into an existing financial-services stack.

Security and support

Total Expert states that it is SOC 2 compliant and that its security approach is informed by the NIST Cybersecurity Framework and AWS Well-Architected Framework. Controls include single sign-on, multi-factor and adaptive authentication, and precise privileges; adaptive checks consider device reputation, location, IP address, and user behavior. Customer data is hosted in U.S.-based AWS data centers with 24/7 physical security. Support is available by email or live chat Monday–Friday, 8 a.m.–7 p.m. CT, and Saturday, 9 a.m.–5 p.m. CT.

Pricing

The Complimentary plan costs nothing, billed $0/month. It includes unlimited inbound co-marketing connections, CRM access, an 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. It is a substantial starting point for teams that need core CRM and marketing capabilities, but it does not include the Premium sales-prioritization features.

Premium costs $100 a month, billed $100 /months (per user). It includes everything in Complimentary, plus Focused View, Daily Call Lists, Prioritized Lead Lists, an event registration app, and up to 20 users. The per-user charge makes the cost scale with the team, so it is best for groups that will actively use the added call and lead-prioritization tools. The stated user cap is a material constraint for larger teams.

Platforms

Total Expert supports Android, iOS, and web, with API access. Its mobile app is relevant to staff who need sales workflows away from a desktop.

Who it's for

Mortgage lenders, banks, credit unions, and insurers are the clearest fit, particularly teams coordinating customer signals, borrower and referral relationships, loan pipelines, and compliant outreach. A team needing only a general CRM, or one outside financial services, should weigh whether this specialized workflow mix justifies choosing Total Expert.

Pros and cons

• Pros: The free plan bundles CRM access, marketing automation, lead capture, and several named integrations, giving teams a meaningful foundation without a monthly fee.
• Pros: Customer IQ signals connect to routing, nurturing, and pipeline tools, supporting a more coordinated approach to timely follow-up.
• Pros: Compliance-oriented email and SMS approvals, reporting, and auditing address practical needs in regulated outreach.
• Cons: Prioritized lists, Focused View, and Daily Call Lists require Premium, so teams wanting those sales tools face a $100-per-user monthly price.
• Cons: The product is purpose-built for a narrow set of financial-services sectors, limiting its appeal as a general CRM.

Alternatives

For a less specialized CRM with a free tier, Zoho CRM offers a free plan for three users and supports Android, iOS, web, and API access. Choose it when a small team values that explicit free-user allowance over Total Expert's financial-services focus.

AdvisorCRM is another option, with a free Core CRM plan for up to three users and unlimited contacts, plus one connected calendar and email. It suits readers prioritizing that defined free contact and user allowance.

AdvisorEngine CRM starts at $69 a year, billed per user, per month and annually, with a three-user minimum, all features, priority support, and unlimited document storage. Consider it when those advisor-oriented terms better match the team's needs.

Aidium has paid pricing provided through an order. DealCloud is a paid enterprise offering with pricing details available through an Intapp representative. Dynamo CRM & Deal Management offers paid pricing via demo request. Oracle Siebel CRM is a paid option with a listed Siebel CRM Industry Base Option price of $400, paid once. Creatio CRM is a paid alternative with a free trial and AI-native automation in its Growth plan.

For category-wide comparisons, browse Financial Services CRM Software or Mortgage CRM Software.

Verdict

Total Expert is a strong choice for financial-services teams that want customer signals, sales coordination, and compliant marketing in a single specialized platform. The free plan makes it practical to start with core workflows, while Premium is worthwhile for teams that will use prioritized lead and call-list tools. Look elsewhere if the per-user Premium price is hard to justify or if the business needs a CRM beyond Total Expert's target sectors.