Case Study

Total Expert

Seizing a valuable slice of an owned market.

Total Expert is a financial services specific marketing and customer engagement platform. A fledgling startup in 2016, Total Expert was born in the shadow of CRM’s 800-pound gorilla: Salesforce. That company’s dominance of b2b cloud services across verticals led most investors to dismiss any competitors trying to gain footing.

But Rally saw things differently. We understood that, for all its might, Salesforce is a blunt instrument. The company’s one-size-fits-all CRM doesn’t adequately address the complex workflows, compliance and regulatory demands that make the financial services industry unique. With our decades of experience in b2b tech, Rally knew it was possible to build an industry-specific CRM business that could gain a leading market position.

When Joe Welu came to Rally in 2016, Total Expert was one of only a few CRM companies specializing in financial services — most were older companies whose growth had plateaued or were losing customers. We made our initial investment in April 2016, when Total Expert had just 12 people and under half a million dollars in revenue.

Rally’s network of industry veterans was key to unlocking the opportunity. Over the course of our partnership with Total Expert, we engaged several Tech Partners to assist with the strategy, join the board, and recruit top executive talent.  Consequently, within just a few years, Total Expert had become the de facto standard amongst independent mortgage lenders and had established a strong beachhead among banks ranging from community to multinational banks.


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