MINNEAPOLIS—November 4, 2025—Total Expert, the FinServ leader in customer engagement software, today announced the winners of its 2025 Expy Awards, recognizing organizations that leverage Total Expert in the most creative, innovative, and effective ways.
The Expy Awards—now in its fifth year—celebrate innovation, impact, and excellence across the Total Expert community. This includes organizations that creatively and effectively use Total Expert to redefine what’s possible in customer engagement, deliver exceptional experiences, and advance the financial services industry. The Expy Awards recognize their dedication, ingenuity, and commitment to building customer-first strategies that drive measurable business success. This year’s winners were announced and recognized on stage at Total Expert’s 2025 Accelerate Conference in Denver, Colorado.
“We’re thrilled to shine a light on the leaders who redefine what customer engagement looks like in financial services,” said Dan Catinella, Chief Lending Officer at Total Expert. “These organizations aren’t just using Total Expert—they’re embracing our technology as a transformative competitive advantage. Their creativity, commitment, and data-driven strategies embody the spirit of innovation that powers our community. They inspire all of us to raise the bar for what’s possible.”
The Expys were awarded across six categories, including:
The Activator: First Heritage Mortgage transformed Total Expert into a powerful driver of engagement and adoption. By uniting teams and embedding digital tools into daily workflows, First Heritage Mortgage achieved standout results—52% LO email adoption, 65% print collateral usage, and 48% open rates on custom Journeys. With 400+ custom-built assets and strong cultural buy-in, they turned strategy into measurable impact, improving communication, retention, and customer experience from prospecting through post-close.
The Conductor: By turning data into action, two winners of The Conductor arm their lending teams with the customer insights and behavior signals to deliver personalized, timely outreach that drives meaningful customer progress.
- Castle & Cooke Mortgage mastered data-driven engagement to turn insights into action. By leveraging Customer Intelligence to uncover 4,300+ equity insights in just three months, the team built automated, insight-triggered Journeys and call lists that kept every opportunity in motion. Their data-led approach—complete with pipeline views, rate alerts, and personalized equity postcards—drove 158 fundings and over $40 million in volume that would have otherwise been missed. That provided smarter segmentation, more efficient loan officers, and re-engaged customers who moved from “No” to “Yes.”
- NFM Lending orchestrated data, technology, and teams into a unified customer engagement engine. By transforming fragmented systems into a single enterprise CRM and engagement platform, they aligned loan officers, marketing, and leadership around data-driven action. With 250+ personalized Journeys, mobile-enabled insights, and fully integrated Customer Intelligence, NFM provided data in harmony across every channel—sending 3.4 million emails, triggering nearly 20,000 insights, and funding 106 loans for $37 million in volume. Their seamless integration and smart automation empowered LOs to engage in real time and move customers forward, one data-driven step at a time.
The Expander: Westerra Credit Union unified its business around smarter, connected customer engagement. By leveraging Total Expert’s Lead Capture App, Contact Routing, and Journeys, Westerra transformed fragmented referral processes into a seamless, data-driven system that linked call center teams, retail bankers, and mortgage loan officers. This integration accelerated response times to under 90 minutes, delivered a 20% referral-to-funding conversion rate, and strengthened collaboration across departments—all while improving member satisfaction and driving new revenue opportunities.
The Futurist: Innovators who lead the charge in AI and automation push the boundaries of what’s possible in financial services. They use cutting-edge intelligent workflows and predictive insights to deliver hyper-personalized experiences at scale.
- CrossCountry Mortgage is redefining customer engagement through AI, automation, and intelligent feedback loops. As the first in the industry to integrate Experience.com with Total Expert, they built real-time systems that turn customer and partner feedback into instant, personalized engagement. By combining predictive insights with advanced analytics dashboards, CrossCountry transformed data into action—reducing response times, boosting partner satisfaction, and setting a new industry standard for feedback-driven, emotionally intelligent customer Journeys.
- Mutual of Omaha Mortgage transformed its customer engagement with intelligent automation and real-time personalization. By reimagining the Rate Alert Journey with dynamic segmentation, the team identified meaningful savings opportunities and tailored outreach based on borrower impact. Leveraging real-time insights, SMS messaging, and AI-powered automation, they delivered faster, more relevant communication that drove immediate engagement—triggering 219 alerts in just 48 hours and identifying 50 high-urgency borrowers. With their AI Sales Assistant, they also boosted lead capacity by 30%, cut costs by 20%, and improved contact rates—proving that smart, human-centered automation is the future of lending.
The Visionary: Lake Michigan Credit Union transformed its customer engagement strategy through innovation and intentional adoption. By embedding Customer Intelligence into daily workflows and unifying data with automated Journeys, Lake Michigan Credit Union empowered teams to act on real-time borrower signals and drive proactive engagement. A strong cultural foundation—built through LO advisory boards, national roadshows, and ongoing communication—turned technology into a core part of customer success. The strategy drove over 112,000 insights, $188 million in funded loans, and a 69.5% pull-through rate, with two-thirds of loan officers actively engaged each week.
The Game Changer: The Money Store converted everyday data into powerful customer retention opportunities. By building real-time payoff request alerts in Total Expert, the team empowered loan officers to re-engage borrowers instantly—turning potential payoffs into new lending opportunities. In just eight months, this proactive approach retained 54 loans and captured over $25 million in loan volume, driving higher retention, more closed loans, and stronger customer relationships across the board.
This year’s Accelerate customer conference challenged attendees to Aim Higher and take their engagement, growth, and customer experience strategies to new heights. Together, customers, experts, partners, and industry thought leaders explore engagement tactics and growth strategies centered around technology advancement, lifecycle marketing, and sales enablement.
For more information on the Expy Awards, visit info.totalexpert.com/accelerate-the-expy-awards.
About Total Expert
Total Expert is the purpose-built customer engagement platform trusted by more than 200 financial enterprises. Total Expert unifies data, marketing, sales, and compliance solutions to deliver the perfect customer journey across every financial milestone—in any market. Total Expert turns customer insights into actions that increase loyalty and drive growth for modern banks, lenders, credit unions, and insurance companies.
