Joe Welu in

Joe Welu

Collaborator · DISC type is
CEO and Founder at Total Expert
📍 Minneapolis, Minnesota, United States

Joe Welu is the Founder and CEO of Total Expert, a fintech software company he started in 2012 to modernize customer engagement for financial institutions. Leveraging his previous 13-year career in real estate, he is a recognized leader in digital transformation for the mortgage industry. He attended Kansas State University to study Business.

Joe is passionate about fostering a people-first culture and using technology to enhance, not replace, human connection and advice. He often speaks about financial wellness, empowering lenders to become trusted advisors, and creating exceptional customer experiences by anticipating their needs. He is driven to help the industry build customers for life.

He is a multi-year winner of the HousingWire Vanguard award, recognizing him as one of the housing industrys most influential executives.

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Experience
21 Years
Current Role
CEO and Founder
Job Level
Leadership
Location
Minneapolis, Minnesota, United States
Personality Overview

How Joe shows up

Example Driven
Good Listener
Fair-minded

Unlike D or C types, they are calm as well as friendly and can give the impression of being more receptive than they actually are. They are more likely to go for proven solutions. Win-win scenarios can appeal strongly to them.

Priorities

Topics Joe cares about

AI in Mortgage
Recently launched an AI Sales Assistant to help loan officers improve lead conversion and focus on high-value conversations, championing tech that strengthens human engagement.
Fintech Innovation
Passionate about developing innovative solutions that move the mortgage and banking industry forward, with a focus on purpose-built technology for regulated financial institutions.
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Career

Work history

12-2011
CEO and Founder
Total Expert
7-2004
Advisor
Private Client Real Estate
In the press

Media appearances

Total Expert CEO Joe Welu on building an always‑on AI context engine. Featured in HousingWire
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Supercharging Mortgage Lending with AI – Total Expert AI Sales Assistant With Joe Welu of Total Expert. Featured in Lykken on Lending
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Education
1995 - 1999
Business
Kansas State University
Social presence
in
Behavioral profile

DISC profile (public)

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Influence (I)

Influence (I) reflects the degree to which a person prefers to work by influencing or persuading others. Those scoring high tend to be people oriented, motivated by social recognition and building relationships.

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