Joe Welu is the founder and CEO of Total Expert, the fintech software leader that launched the first customer experience platform purpose-built for modern financial institutions. Since 2012, Joe has led Total Expert’s vision, culture, and growth to more than 300 employees today. The company powers CRM, marketing, and customer engagement for more than 170 financial institutions—from leading community banks and credit unions to 15 of the top 25 U.S. banks and lenders. Total Expert’s growth has skyrocketed since its inception, being named the #1 CRM platform by STRATMOR Group and earning top spots on the Inc. 5000 and HousingWire Tech100.

With more than 25 years of experience in application software, Pete has a proven track record of leading organizations through growth and transformation. He successfully built high-performing teams and launched products that meet customer needs and drive revenue growth. He previously led the corporate strategy at Bonterra after a flourishing 10-year employment at IBM, which concluded with him managing a complex global product portfolio. Pete’s role as Chief Product Officer (CPO) at Total Expert is supported by his diverse background across numerous organizational functions. In addition to his CPO experience, Pete has held leadership roles across numerous functions including sales, marketing, support, implementation, partnerships, M&A, corporate strategy and quality assurance.

With 20 years of experience in mortgage technology, Dan Catinella is a seasoned technology executive focused on driving digital transformation through all channels of lending. In an ever-changing digital landscape, Dan keeps a constant pulse on the next innovation that could change the way business is conducted. As Chief Lending Officer for Total Expert, Catinella identifies and develops high-impact innovation strategies that align with the company’s business goals and growth priorities. He works with Total Expert’s customers to dig into the problems they’re looking to solve and aligns Total Expert’s innovation strategy with their business goals.

Emmi Baker is the VP of Marketing at NewFed Mortgage, where she leads brand, recruitment, and growth strategies across 25+ states. She’s passionate about turning smart marketing into real business momentum — whether that means building automated journeys in Total Expert, launching co-branded content for loan officers and real estate partners, or driving national expansion through tech-forward storytelling. Emmi’s recent work includes a complete brand refresh, over 30 Total Expert automations, and more than $1 million in marketing technology implementations. Her focus? Scalable strategy, high-impact execution, and consistently delivering value to both the business and the borrower.

Jaci Betor is the Assistant Vice President of CRM Operations at Fairway Home Mortgage, bringing over 8 years of experience in operations and technology. She is known for bridging the gap between people and platforms, making complex systems intuitive, scalable, and impactful for both team members and clients. With a proven track record of turning big-picture goals into practical strategies, Jaci drives improvements in how Fairway connects, communicates, and serves. In recognition of her leadership and impact, Jaci was named one of HousingWire’s 2025 Rising Sta

Proven chief lending executive with expertise in all sales channels, including direct to consumer, retail, bank branch, wholesale and correspondent. Exceptional team builder with extensive experience in operations management, including compliance, credit, process and servicing.

Michael Carey is a new face on the Training & Education Team. Having worked at Total Expert with Content Marketing Services since 2019, he brings a wide breadth of experience with the platform. He has helped facilitate implementations with retail lenders, credit unions, insurance companies, and banks and loves to teach everyone how to use Total Expert to its fullest potential. As an avid fan of musicals, you’re likely to find him performing onstage with a variety of local theatres. If he’s not at work or rehearsal, you’ll find him hiking, traveling, or haunting the nearest cinema.

John Chambers Dunn is a teacher at heart and a trainer by luck. He has worked at Total Expert since 2018, allowing him to gain deep experience with the product, the people, and the mission. Within the Professional Services team, John has worked with retail and consumer direct lenders, banks, credit unions, and insurance companies to optimize their use of TE, grow their business, and learn the best practices, tips, and tricks that make Total Expert the best platform for the industry. John sings in a professional choir in the Twin Cities and enjoys dogs, hiking, traveling, and trying new restaurants.

Laura Clapper has been with NFM Lending since 2020. Her career in marketing began in 2001, with experience spanning several industries with the majority in marketing leadership roles within the mortgage industry. Laura leads NFM’s marketing team with a strong background in working with retail and branch sales in the mortgage industry. Her deep experience in the interactive and digital space allows her to effectively develop strategies and launch marketing platforms and campaigns, with an emphasis on reporting, optimization, and maximum conversion to drive sales success and enablement. Her vast experience developing and managing CRM systems, improving online customer experience, and expanding brand awareness through SEO and SEM, plays a pivotal role in sales success. Laura hold a bachelor's degree from the University of Delaware and resides in Maryland with her husband and three children.

Clayton Collins is the Founder, Chair, and Chief Executive Officer of HW Media, the leading media and information services company for housing and real estate professionals. As Publisher of HousingWire, he drives the company’s mission to empower housing leaders with trusted journalism, proprietary data, and industry-leading events.

Clayton Collins' Experience
Since acquiring HousingWire in 2016, Clayton has led HW Media’s transformation into a multi-brand platform, expanding its reach through the acquisitions of RealTrends and Altos Research. Under his leadership, HW Media delivers critical market intelligence, data-driven insights, and high-impact events that inform and connect professionals across housing finance and real estate.

RealTrends is the definitive source for brokerage and agent rankings, serving real estate professionals for over 35 years. Altos Research provides real-time market analytics, offering weekly housing data and predictive insights covering 99% of U.S. ZIP codes. These brands, alongside HousingWire, form a comprehensive ecosystem that supports real estate professionals, mortgage lenders, and investors in making more informed decisions.

Beyond HW Media, Clayton is the Managing Partner of Riomar Capital, an entrepreneurial investment firm focused on media, data, and technology. Earlier in his career, he worked in M&A at RBC Capital Markets and served as Vice President of National Sales & Marketi

With more than 12 years in Customer Success—and 7½ of those years at Total Expert—Kate is passionate about helping teams and clients achieve meaningful outcomes. As a Manager of Customer Success, she leads a team of 10 talented Customer Success Managers, empowering them to deliver exceptional experiences and ensure clients get the most value from the Total Expert platform.

Kate thrives on collaboration, celebrating wins both big and small, and seeing the impact that strong partnerships create. Whether it’s helping a customer uncover new opportunities or supporting her team’s professional growth, she’s driven by the shared success that comes from working together toward a common goal.

Bobbi Jo Dallas Card is the Manager of Customer Success Strategy at Total Expert, where she leads initiatives that shape how teams deliver consistent, scalable, and value-driven customer experiences. With over six years at Total Expert, she has built the frameworks and operating models that empower teams to drive adoption, retention, and long-term customer success. Bobbi Jo is passionate about blending strategy, technology, and human connection to create measurable impact for customers and teams alike.

Phil Denfeld focuses on ways to evolve First Heritage Mortgage as technology advances the mortgage industry, in addition to continuing his direction of the company’s builder relationships.

In his prior role, Denfeld led The Phil Denfeld Team with a top-producing book of origination business, served as the primary liaison between FHM and its builder partners, and was instrumental in a wide range of other activities focused on corporate growth.

Adam Dorfman is a technology and digital marketing professional with more than 20 years of experience. His expertise spans all aspects of product development as well as scaling product and engineering teams. He has been in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Today, Adam is the AVP of Product Management & Partnerships at Birdeye. 

With over 20 years of experience in training and development, I’ve built my career around the intersection of people and technology. I specialize in creating engaging, tech-driven solutions that make complex processes simpler, smarter, and more human. By leveraging innovation and education, I focus on empowering employees with tools that improve efficiency and confidence—while also delivering seamless, transparent experiences for clients as they navigate mortgage financing. At the heart of my work is a commitment to empowering growth through innovation, education, and technology, ensuring that every interaction—internal or external—adds value to the journey.

Lindsi is a marketing leader with a passion for helping loan officers win. Her experience includes spearheading award-winning initiatives and helping loan officers maximize marketing technology to enhance customer engagement and sales growth.
Flynn is also known for leadership in strategic marketing initiatives that drive business expansion and an ability to integrate marketing tools with industry best practices. And, she’s had some diverse exposure: in addition to mortgage expertise, she has prior marketing experience across other industries, including entertainment and beauty/ botanicals.

A results-driven marketing executive with over 20 years of experience leading high-impact strategies in the mortgage and financial services industry. Recognized for building and scaling brands, driving digital transformation, and leading high-performing teams. Passionate about developing innovative marketing programs that fuel growth, enhance customer engagement, and position organizations as industry leaders.

Key achievements include playing a pivotal role in the post-launch and nationwide expansion of Motto Mortgage, contributing to the acquisition and integration of wemlo, and delivering multi-channel marketing strategies that have driven measurable brand awareness, lead generation, and revenue growth. Adept at aligning marketing with business objectives, optimizing marketing operations, and fostering cross-functional collaboration to drive scalable success.

Named an Inman Marketing All-Star in 2023 and 2024, Mortgage Professional America Elite Woman, and HousingWire Marketing Leader, I thrive in dynamic environments that require both strategic vision and executional excellence.

Kyle Green is a Director of Product Management at Cotality, with 15 years of experience dedicated to advancing technology processes for lenders from lead to closing. His distinguished career includes the pivotal scaling of two highly successful mortgage startups: Total Expert, the first mortgage customer engagement platform, and SimpleNexus, a mortgage point-of-sale recently acquired by nCino. Kyle's leadership has been instrumental in driving strategic vision, scaling high-performing teams, and championing the adoption of transformative new technologies.

As AVP MarTech Strategy & Adoption at Prosperity Home Mortgage, LLC, Jelaire Grillo is dedicated to helping businesses understand that their brand is more than just design – it's the customer's perception. With a focus on building relationships and empowering entrepreneurs, Jelaire digs deep to uncover the authentic stories that drive brand success. Her expertise in brand strategy, marketing creativity, and technology adoption makes her a dynamic force in the industry.
 
Mom of a 9 year old and 2 pups
Travel baseball mom
Avid reader
Competitive Power Lifter
Small business owner
Amateur baker

Michael Guidotti leads as Chief Performance Officer, driving operational excellence and business performance across the organization. In this role, Michael collaborates with multiple departments to streamline operations, boost efficiency, and implement strategic initiatives that elevate company performance. 

With nearly 20 years of experience in the mortgage industry, Michael is a seasoned professional dedicated to continuous growth. Throughout his tenure with APM, he has held key roles in operations, capital markets, technology, and production. His passion for technology allows him to draw on his diverse experience to optimize processes and drive meaningful efficiencies company-wide. 

Michael is a licensed loan officer, an active member of the California MBA (CMBA) Innovators and Diversity & Inclusion Committees, and a graduate of the CMBA Future Leaders program. 

When he's not at work, Michael enjoys cheering on his son at sporting events and spending time outdoors. 

Jon Hill is a seasoned Enterprise Account Executive at Total Expert, bringing over 23 years of experience in the mortgage industry. Throughout his career, Jon has partnered with financial institutions to leverage technology that strengthens customer relationships, drives engagement, and generates measurable growth.

At Total Expert, Jon plays a critical role in helping lenders, banks, and credit unions navigate complex market conditions by aligning business strategies with the power of the Total Expert platform. His consultative approach and ability to simplify challenges into actionable solutions have built lasting partnerships and delivered meaningful results.
With deep expertise across mortgage lending and financial services, Jon is passionate about helping organizations adapt to evolving regulations and market trends while ensuring they’re positioned to capture every opportunity.

Beth Keckley has more than 25 years of marketing experience. Her work in various professional industries gives her repertoire a unique perspective as she utilizes her strategic planning and market research background to develop marketing and product strategies. Most recently, her emphasis has been in the mortgage industry, where she was the Chief Marketing Officer at CrossCountry Mortgage, with prior marketing leadership roles at bemortgage, Homeowners Financial Group and Guaranteed Rate. 

Beth is an innovator with a strong eye for detail. Her creativity and analytic reasoning allow her to bring novel ideas to fruition and produce results.

Beth earned her Master of Business Administration with Marketing and International Business concentrations at Loyola University Chicago and her Bachelor of Science in Marketing from the University of Dayton in Ohio.

As Vice President of Marketing at Total Expert, Donnie brings more than 11 years of experience working with B2BSaaS and high-growth companies, along with 25 years of creative leadership. Known for his clear and strategic communications planning, he has played a key role in establishing a cohesive brand presence for the company. Donnie approaches marketing with a growth mindset, focusing on simplifying complex concepts and aligning efforts across teams to drive revenue and strengthen brand recognition. His leadership style emphasizes collaboration and innovation, fostering an environment where creative ideas can flourish. In 2025, Donnie was named a Marketing Leader by HousingWire, acknowledging his contributions to the evolving marketing landscape in the lending and housing industries.

Scott Kirkessner is a senior marketing executive with nearly a decade of experience driving growth at the intersection of mortgage lending, technology, and creative strategy. As the Vice President of Marketing & Business Development at Castle & Cooke Mortgage, Scott has transformed the marketing department into a revenue engine, generating more than $275 million in funded volume and empowering loan officers through customer analytics, data-driven campaigns, and automations through enterprise platforms like Total Expert and Homebot.

Known for his loan officer–centric mindset, Scott has led national recruiting initiatives, automated engagement strategies, and rebuilt brand presence from the ground up, all while million-dollar budgets and mentoring high-performing teams. His leadership is defined by hands-on innovation, measurable ROI, and strong cross-functional partnerships that turn marketing from a cost center into a growth accelerator.

Scott was honored as a 2025 Sales, Marketing, & PR Trailblazer by the PROGRESS in Lending Association, recognizing his bold approach to growth, technology adoption, and brand transformation in a rapidly shifting market.

Marissa Kosin is an experienced technology educator with a passion for sales. She leads Total Expert’s Training & Education Team in facilitating technical training and consulting sessions in mortgage, banking, and insurance. In today’s market, her team focuses largely on consulting marketers and sales teams in tactfully nurturing their pipelines with data driven insights. Formally educated in learning and memory, she is deeply invested in eliminating barriers in the learning process. Marissa believes in having the best time possible while acquiring new skills as a retention tactic. This philosophy drives the engaging sessions hosted by Training & Education at Accelerate.

Josh Lehr is a seasoned leader in mortgage and financial technology with over 15 years of experience driving innovation, partnerships, and growth across the lending ecosystem. As Strategic Advisor to DirectMailers, Josh helps shape the company’s long-term vision, guiding market positioning, partner strategy, and product alignment with lender priorities. He brings a proven track record of building scalable technology partnerships, navigating complex compliance landscapes, and unlocking new revenue opportunities for financial institutions.

Steve Majerus is the CEO of Synergy One Lending, Inc. In April of 2020, Steve led a management buyout of the company from Mutual of Omaha. Steve is focused on the strategic vision of the company, which is licensed in 49 states and Washington, D.C., and has over 300 employees. Before joining Synergy One Lending as President in March of 2017, Majerus held various leadership roles in both private and public mortgage companies ranging from capital markets to sales and operations. His experience has cut across multiple channels in the mortgage space, most notably in a senior role with internet lending pioneer, Eloan, from 1997-2003 and as Regional Executive of the largest region in the US with the joint venture between PHH and Realogy (now Guaranteed Rate Affinity).

Evocalize technology connects businesses to execute marketing programs together that are not possible on their own. Matt has spent over 20 years at the intersection of marketing and technology and has a particular passion for using technology to make great marketing simple.

Matt McEnery is a Principal, Strategic Customer Success Manager at Total Expert, with over 7 years of SaaS and customer success experience. In his role, he partners with Total Expert’s strategic customers, focusing on empowering their marketing teams and originators to achieve the maximum ROI from the Total Expert platform. Not only does he love partnering with our customers, but he also is extremely passionate about working with our internal product team to solve complex customer problems that deliver scalable solutions. Matt is a highly valuable asset to our customers and to the customer success organization as a whole.

With over a decade of experience in sales and marketing within the mortgage space, Hannah brings a powerful mix of strategic insight and creative leadership to her role. She’s helped shape Atlantic Bay’s brand into one of the most recognized and awarded in the industry — including being named the #1 Best Large Mortgage Company to Work For and a “Best of the Best” by Scotsman Guide. Hannah is passionate about authentic storytelling, data-driven marketing, and building a culture where people feel connected — whether they’re colleagues, customers, or community partners. Outside of work, she’s a proud mom of three boys, a beach lover, and a big believer in the power of teamwork.

Dan Miedema is the VP of Performance Efficiency at Rate.com. In his role, he focuses on marketing technology best practices, how to make sales functions streamlined through automation, and maximizing value with investments. Dan is relentless in finding ways to make Loan Officers be able to do more business and re-imagining the consumer experience in Mortgage.

Beth Penny makes complicated tech feel human—and the results speak for themselves: 9x more logins, 8x more automated sends, and a 53% jump in customer intelligence opt-ins. She follows data like breadcrumbs to a recipe for success, leading with the voice of the end user to turn feedback into fuel and collaboration into adoption. Known for building rhythms that actually stick, Beth shows how training plus human-first leadership unlocks the real power of Total Expert.

Kevin Peranio, Chief Lending Officer, and partner at PRMG, is an active executive leader in the mortgage industry. He oversees all production and works with both the sales and operations teams. His primary goal is to enhance the overall customer experience when doing business with PRMG. This includes creating robust reporting features, consumer-facing activities, and modern lending technology, ensuring accountability at all layers and levels of the process. In his own words, "the inside drives the outside."Since joining PRMG in 2010, Kevin led the Southeast Region to become the #1 Ranked Region for PRMG, reaching this milestone in record time. This achievement ultimately propelled Kevin to become one of the youngest partners at PRMG. Kevin is also a four-time president's cabinet member and was recognized by NMP as one of the top 40 under 40. He is a national speaker within the mortgage industry and has been interviewed on several podcasts, including speaking at HousingWire's Engage Marketing Summit, AIME Fuse, ICE Technology, and other industry events.Most recently, Kevin has become known on LinkedIn for his insightful "Walk and Talk" video posts and for his Instagram "KP Talks Dollars and Sense" Podcast, where he shares his perspective and knowledge on various subjects. Mr. Peranio received his Bachelor of Science in Advertising Business

Marie Perkins, a Senior Vice President at Dark Matter Technologies for Empower Sales, brings over 35 years of expertise in the financial services sector, with a specialized focus in mortgage technology sales spanning more than two decades. Her extensive experience equips her with a deep understanding of products and industry trends, allowing her to provide valuable insights to both prospects and clients.

Marie's key strength lies in assisting lenders in assessing and incorporating new technologies to enhance their Return on Investment. With a commitment to excellence and a passion for innovation, she is dedicated to fostering long-term collaborations, advocating for prospects and clients while establishing enduring partnerships across the industry.

Mike Russell serves as Director of Product Integrations and Innovation, bringing over a decade of comprehensive experience across the financial services software industry. Throughout his career, Mike has developed deep expertise spanning sales, customer success, product development, and integrations—giving him a unique, 360-degree perspective on what drives value for financial services organizations.

Mike is passionate about empowering customer success and simplifying the daily workflows of mortgage professionals. He believes that the key to transformative technology lies in three core principles: flexibility to adapt to diverse business needs, transparency to build trust and understanding, and connectivity to create seamless ecosystems. By focusing on these pillars, Mike works to ensure that technology serves as an enabler rather than a barrier, making users' jobs easier and more efficient.

Greg Sher joined NFM in 1999 as a loan originator and worked his way up to Head of Business Development before opening up his own company, Citizens Lending Group in early 2003. After nearly 7 successful years as a correspondent lender, Sher rejoined NFM in July 2009, along with 106 of his employees, many of whom remain with NFM to this day, including several key department heads. During his tenure as Managing Partner, Sher had a hand in building the Influencer Division, Recruiting and Marketing departments from the ground up. In late 2015, he created the NFM Salute (www.nfmsalute.com), which recognizes current and former military members every month for their service. Through the NFM Salute, NFM has donated several hundred thousand dollars to multiple veteran-related charities. In 2017, Sher created and launched “NFM TV,” which quickly gained recognition as a national leader in mortgage-related interviews and video content (www.nfmtv.com). Before entering the mortgage industry, he was Sports Director of WBAL Radio in Baltimore, where he hosted a drive-time sports talk show on the Orioles and Ravens flagship station. He also did weekend sports anchoring on WBAL 

As the Senior Vice President, Marketing at Guaranteed Rate, I lead and develop a team of thirteen professionals who drive adoption and innovation within the company's marketing technology stack. With over 8 years of experience in the mortgage industry, I have established strategic partnerships with key vendors, such as Yext, Mortgage Coach, Total Expert, BombBomb, Yelp, Adwerx, and Evocalize, and created a cohesive marketing platform for loan officers and a successful strategy for the company.

I am passionate about optimizing customer engagement and retention through data-driven and personalized email campaigns, which have resulted in a doubling of the monthly newsletter audience and an 8% year-over-year increase in open rates. I also execute comprehensive marketing plans that consistently achieve targets for increased revenue and capture new customers. I leverage my skills in executive reports, project management, and problem-solving to enhance business plans and day-to-day activities, and align marketing efforts with the company's vision and goals.

As the Chief Marketing Officer of Nationwide Mortgage Bankers (NMB), Jarrett Stanley encompasses stewardship of all marketing and branding initiatives across the company. Stanley leads an energetic, talented marketing team dedicated to revolutionizing the industry’s marketing landscape. Stanley and his team’s mission involves leveraging strategic communication and branding to amplify its reach, ensure customer engagement and enhance the overall image of the already well-respected and growing NMB brand.

Focusing on a data-driven approach, Stanley and his team utilize predictive analytics and customer insights to craft targeted campaigns that resonate with a diverse customer base. He is committed to fostering a culture of innovation and adaptability at NMB, allowing them to quickly respond to market shifts and emerging trends.

Elena Steinmetz serves as Vice President of Marketing at Flat Branch Home Loans, where she leads strategic brand development and sales initiatives for the #1 Mortgage Lender in Missouri and the #5 USDA Lender nationwide. With over a decade of experience in marketing — including seven years in the mortgage industry — Elena has built and led high-performing teams across some of the Midwest’s most recognized brands.

Named one of the Top 50 Women Leaders in Missouri in both 2023 and 2024 by Women We Admire, Elena is known for her ability to blend data-driven strategy with creative storytelling. At Flat Branch, she oversees marketing efforts that support more than 250 loan officers, driving growth at both the corporate and individual levels.

Beyond her professional achievements, Elena is deeply committed to community impact. She is a proud member of The Giving Branch, Flat Branch’s employee-funded nonprofit, which has donated over $5 million to local organizations across the country.

Micah Stringer serves as Senior Vice President and Retail Director for Renasant Mortgage Lending, where he leads the retail division with a focus on strategic growth and team development. Since joining Renasant in 2016, Micah has held multiple leadership roles within the mortgage division, most recently serving as Mortgage Retail Division Manager and Vice President, East Mortgage Administrator. He earned his education from the College of Charleston and Denison University.

As vice president of digital and brand experience at Atlantic Bay Mortgage Group, Jessica Swink infuses her passion for product efficiency, strategic thinking and helping others into everything she does. From elevating Atlantic Bay’s digital presence and marketing efforts, to increasing efficacy in various platforms and ensuring her large team is supported and having fun, Swink does it all. And she is currently working on her certification with the School of Mortgage Banking through the Mortgage Bankers Association.

In her nearly five years with Atlantic Bay Mortgage Group, Swink has grown from a product owner to the digital presence manager, marketing director and now to her current role where she manages a team of more than 30 marketing professionals. Swink is an advocate for growth and learning for her team members and counterparts across the company. Since she has taken on the role, the mortgage banker count has grown more than 25% — a testament to her team’s efforts and ongoing support. 

Jessica Thames got her start in marketing  working in her family’s trophy company. At just 10 years old, she held her first “marketing role” as the sticker-putter-onner - placing the company’s logo on the bottom of every trophy before it left the shop (aka her family living room). That early introduction to brand-building sparked a lifelong passion for using marketing as a tool for organizational growth.

Today, Jessica serves as Director of Marketing at Assurance Financial, bringing 18 years of strategic marketing experience and leadership to the mortgage industry. Throughout her career, she has tackled marketing challenges with a focus on efficiency, scalability, and growth - helping organizations do more with less while driving results.

Her approach is rooted in the lessons she learned early on: every detail contributes to brand recognition, every interaction is an opportunity to connect, and true growth happens when marketing is leveraged as a business development engine.

As Director of Strategic Partnerships at One Source Home Connections, I'm passionate about forging mutually beneficial alliances that drive business growth.

Ann Marie Wallace is a sales enablement and digital transformation leader with nearly 30 years of experience in financial services. Beginning her career in mortgage operations in the late 1990s, she has since advanced into senior leadership roles driving CRM adoption, sales engagement, and customer success. She currently serves as Mortgage Marketing Program Manager at Fifth Third Bank, where she equips sales teams with the tools, strategies, and insights needed to deliver measurable growth.

Luke Wieneke is a Senior Software Training Consultant who loves to help admins find solutions within Total Expert and help end-users thrive. He has been with Total Expert since 2020 and was a TE admin at a local bank before joining the company, allowing him to see the end-user's perspectives in their environment. Luke has been involved in training mortgage, banking, insurance, and recruiting at Total Expert and loves being on the cutting edge of training anything new in the platform. In his spare time, he enjoys playing fastpitch softball with the boys, attending as many Minnesota United games as possible, and spending time with his two sons. 

Along with her signature passion for people, Sue Woodard brings over thirty years of financial services and mortgage industry experience, strategic vision and leadership to her role as Senior Advisor / Consultant with the STRATMOR Group, and Mortgage Industry / FinTech Evangelist At Large!

Sue started her career at the ground level in financial services, became a top producing originator, then leveraged her knowledge to become a highly acclaimed industry speaker, subject matter expert and technology executive. Having held many executive and leadership positions throughout her career, Sue’s consulting specialties are in customer experience, operationalizing excellence in the customer and employee journey, content strategy, and developing personal brand and presence via speaking, media and social media. 

In addition to having hosted a successful financial radio program and making guest appearances on CNBC, Sue has been awarded numerous industry honors, including the NMP Most Powerful Women in Mortgage Banking, the MPA HOT 100 list, the Housing Wire Vanguard Award, and the NMP Most Innovative Award. 

She also serves on the board of HOPE4Youth, a non-profit working to end youth homelessness, as well as on the board of Axis Lending Academy, a non-profit created to lift individuals who have not been given a traditional career path and create employment opportunities for them within the mortgage industry. 

As a bit of a thrill seeker, she has sky-dived over Vegas, fire walked on hot coals, Harleyed down Route 66, run a Ragnar through the desert and cage dived with great white sharks – but claims nothing has been more exciting than raising her millennial daughter.

Steven Wynands is the co-founder and CEO of RETR, a leading mortgage and real estate data platform that helps loan officers identify, attract, and retain agent referral partners. Prior to building RETR, Steven was a top-producing real estate agent in the Washington DC metro area. With RETR, he has combined his backgrounds in engineering and real estate with his passion for making a difference to help build better relationships in the mortgage and real estate industries.