---
title: 'VP, Customer Retention & Loyalty at Total Expert'
canonical: 'https://feeny.ai/job/vp-customer-retention-loyalty-total-expert-dallas-fpdhj1ck22cm'
type: 'job'
last_seen: '2026-09-07'
---

# VP, Customer Retention & Loyalty at Total Expert

- **Company:** Total Expert
- **Location:** Dallas, TX
- **Employment:** full-time
- **Work type:** hybrid
- **Posted:** 2026-06-12
- **Last confirmed live:** 2026-09-07
- **Apply:** https://jobs.lever.co/totalexpert/53f4cb91-c6eb-428f-ad58-a8f867778e1e

## Job description

Total Expert is the Customer Operating System for financial services. Our purpose-built platform combines a system of context with a system of action that enables humans and AI Assistants to engage in the moments that matter and earn customers for life. Since 2016 Total Expert has enabled more than seven trillion dollars of funded loan volume. The VP of Customer Retention & Loyalty is responsible for turning Total Expert's capabilities and data into three durable outputs: rigorous portfolio risk-and-opportunity analysis for clients, a standardized library of retention and recapture playbooks that arms the entire Customer Success organization, and a new Value-Added-Services (VAS) subscription offering that monetizes retention expertise as an ongoing service clients can buy into. Reporting directly to the Chief Lending Officer, this leader will use Customer IQ data enrichment and insights, combined with servicing, origination, credit, and property data, to identify where clients' portfolios are most exposed to runoff and where the largest recapture and cross-sell opportunities sit. Those insights become the foundation for playbooks that Customer Success deploys across the entire book of business, and ultimately for a premium, subscription-based advisory service that helps clients increase retention and recapture rates, reduce portfolio runoff, and retain their customers for life. This is a highly visible, build-from-scratch leadership role that sits at the intersection of data strategy, customer success enablement, and new revenue line creation. For candidates based in the Dallas, TX area, the position follows a hybrid schedule with 3-4 on-site days per week. This position would be remote for qualifying candidates residing outside of this area. What you'll be doing: Portfolio Risk & Opportunity Analysis Analyze client servicing portfolios, using Customer IQ data enrichment and insights plus servicing, origination, credit, and property data, to identify the largest sources of runoff risk and recapture opportunity. Build a standardized portfolio health assessment methodology that scores risk and opportunity consistently across every client, regardless of size or portfolio composition. Quantify dollars at risk from runoff and dollars of opportunity from recapture, HELOC growth, and cross-sell, and prioritize which segments and clients to act on first. Partner with Product and Data Engineering to build and refine analytic models for runoff likelihood and cross-sell propensity at the borrower level. Deliver executive-level portfolio assessments directly to top clients as a flagship, high-touch engagement. Retention & Recapture Playbook Development / Enablement Build a standardized library of retention and recapture playbooks, purchase recapture, refinance retention, HELOC / home equity growth, cross-sell/upsell, and full lifecycle marketing that Customer Success can deploy consistently across the client base. Educate Customer Success Managers so every CSM can confidently advise clients on retention and recapture strategy, not just platform usage. Create enablement assets: workshop decks, ROI calculators, industry benchmarks, sample campaign templates, and QBR frameworks that embed retention insight into every client touchpoint. Serve as an escalation resource and coach for Customer Success on complex retention-strategy conversations with strategic accounts. Value-Added Services (VAS) Strategy & Monetization Design and launch a subscription-based Value-Added-Services offering that packages retention/recapture expertise, portfolio analytics, and ongoing advisory support as a premium service clients can subscribe to. Define service tiers, pricing and packaging, delivery model (self-serve tooling vs. white-glove advisory), and service-level commitments. Partner with Product, Finance, and Sales to build the business case, pricing model, and go-to-market plan for the VAS line. Own performance and revenue targets for the VAS offering post-launch, iterating based on client adoption and measured retention outcomes. Establish success metrics that tie VAS subscription value directly to client outcomes: reduced runoff, higher recapture rate, increased customer lifetime value. Customer IQ & Data Strategy Define how Customer IQ enrichment data and insights, Mortgage Inquiry Alerts, Equity Alerts, Rate Alerts, MLS Listing Alerts, Credit & Debt Enrichment, Credit Improvement Alerts, and Life Event Signals, and feed both the playbooks and the portfolio risk/opportunity analysis. Partner with Product and Engineering to evolve Customer IQ and the broader retention technology stack based on findings from client portfolio analysis, various data sources, and VAS delivery. Revenue Growth & Sales Support Support enterprise sales with retention/recapture ROI analyses, particularly in competitive deals. Help quantify expected ROI and business impact of Customer IQ and the VAS offering for prospective clients. What we are looking for: 12+ years of mortgage banking, servicing, portfolio analytics, and retention leadership experience, ideally with exposure across banks, IMBs, credit unions, and large scale servicers. Deep understanding of mortgage servicing portfolios, measuring recapture and retention rates, refinance behavior, purchase recapture, home equity lending, and customer lifecycle management. Track record turning portfolio and customer data into standardized programs or playbooks that scale across many clients or business units, not just a single institution. Experience building, packaging, or monetizing a subscription or professional-services offering is a plus. Strong quantitative and portfolio-analytics background, paired with executive-level communication skills.

## Why This Role Matters

Total Expert holds the richest combination of customer data and intelligence and marketing automation data in the mortgage industry, but that data only creates value once it is turned into action. This role exists to systematize that translation: building the analysis that shows clients exactly where they're at risk, the playbooks that let every Customer Success Manager act on it, and a new subscription revenue line that turns retention expertise into an ongoing service clients pay for. Done well, it helps lenders retain their customers for life while creating a durable, high-margin expansion revenue stream for Total Expert. Compensation/Benefits: The anticipated base salary range for this role is $200,000 - $225,000 annually. Final total compensation offered is dependent upon the selected individual's qualifications and experience. This position is also eligible for an annual discretionary bonus based on company performance and other factors. As an employee of the company, you will be eligible to participate in the Employee Stock Option Plan. Total Expert offers a competitive range of benefits including Medical, Dental, Vision, HSA (Health Savings Account), FSA (Flexible Spending Accounts), company paid Life Insurance, Short-Term Disability, Long-Term Disability, Flexible Time-Off (FTO), Paid Parental Leave, and 401(k) with employer match.

Applicants must be authorized to work for any employer in the U.S. We are unable to sponsor or take over sponsorship of an employment Visa at this time.

## About Total Expert

## Company Overview
- **One-liner**: Total Expert provides a purpose-built customer engagement platform for financial institutions to unify data, marketing, sales, and compliance.
- **Entity Type**: Private (Series C, $86.25M total funding)
- **Headquarters**: St. Louis Park, Minnesota, United States
- **Founded**: 2012
- **Founders**: Joe Welu

## Core Business
- **Primary industry**: Financial Services (Fintech) – mortgage lending, banking, credit unions, and insurance.
- **Target customers**: B2B – financial enterprises (banks, lenders, credit unions, insurance agencies); over 200 customers including 15 of the top 25 U.S. banks and lenders.
- **Mission**: To help modern financial institutions deliver the perfect customer journey across every financial milestone, creating a financially healthier world.

## Products & Services
- **Total Expert Customer Engagement Platform**: A unified SaaS platform that integrates data, marketing automation, sales productivity, and compliance to manage the full customer lifecycle. Key modules include CRM, marketing automation, lead management, and analytics.
- **Voice AI Sales Assistant (2025)**: An AI-powered assistant built for mortgage lending to automate sales conversations.
- **Engage SMS (2024)**: Two-way text messaging for real-time customer communication.
- **Partner Marketplace (2024)**: A marketplace allowing customers to integrate best-in-class martech providers.

## Market Standing
- **Valuation/Market Cap**: Not publicly available (private company)
- **Key Metric**: Annual Revenue – $52.5 million (2024 estimate); Total Funding – $86.25 million
- **Notable Investors/Partners**: Georgian (lead, Series C), Emergence Capital (Series B), Arthur Ventures, Rally Ventures (Series A). Customers include 15 of the top 25 U.S. banks and lenders.
- **Growth Signals**: Named #1 Mortgage CRM by G2; recognized on Inc. 5000 and HousingWire Tech100; headcount grew from ~15 to over 200 employees; launched multiple new products in 2024-2025 (Voice AI, SMS, Partner Marketplace).

## Competitive Advantages
- Purpose-built specifically for financial institutions, with deep compliance and regulatory support built into the platform.
- Unified platform combining CRM, marketing, and sales automation – reducing the need for multiple point solutions.
- Strong adoption among top-tier lenders (15 of top 25 US banks/lenders) and consistent rankings as industry leader (STRATMOR Group #1 CRM).

## Strategic Focus
- Expanding deeper into insurance vertical (announced tech collaboration in 2024).
- Leveraging AI (Voice AI assistant) to automate sales processes in mortgage lending.
- Growing partner ecosystem through the Partner Marketplace to offer a customizable martech stack.

## Why Work Here
- **Culture**: Emphasizes “Team Success” – respectful collaboration, continuous improvement, and a “fail fast” mentality. Recognized as a Top Workplace by Star Tribune.
- **Work policy**: Hybrid – offices in St. Louis Park/Minnesota and Dallas, Texas (Senior Software Engineer role listed as Hybrid in Dallas).
- **Benefits**: 401(k) match, flexible time off, health/dental/vision insurance, paid parental leave, community volunteer time off, pet insurance.
- **Engineering culture**: Opportunity to work on a platform used by top financial institutions; recent hires include a SVP of Engineering (Lauren Amundson) and a focus on innovation (AI, SMS, marketplace).

## Sources
1. [totalexpert.com/about](https://www.totalexpert.com/about)
2. [totalexpert.com/leadership](https://www.totalexpert.com/leadership)
3. [totalexpert.com/company/careers](https://www.totalexpert.com/company/careers)
4. [linkedin.com/company/total-expert](https://www.linkedin.com/company/total-expert)
5. [jobs.lever.co/totalexpert](https://jobs.lever.co/totalexpert)
6. [hudsonrock.com (financials from search results)](https://www.linkedin.com/company/total-expert) – revenue and funding figures are from the LinkedIn company page aggregated data.
7. [businesswire.com (2024 news)](https://www.businesswire.com) – product launches (Partner Marketplace, Engage SMS)
8. [morningstar.com (2025 news)](https://www.morningstar.com) – Voice AI Sales Assistant announcement

## Other roles at Total Expert

- [Associate Customer Success Manager](https://feeny.ai/job/associate-customer-success-manager-total-expert-united-states-41nbpm4kdvkf) — United States
- [Director, Customer Success](https://feeny.ai/job/director-customer-success-total-expert-united-states-h8g7sm1eaj24) — United States
- [Senior Software Engineer](https://feeny.ai/job/senior-software-engineer-total-expert-dallas-j344wsnczr2c) — Dallas, TX