SmartAsset
SmartAsset is a New York-based fintech that runs a consumer financial advice platform combining free location-aware calculators, editorial content, and the SmartAdvisor matching service connecting roughly 50,000 retail investors per month with vetted fiduciary financial advisors nationwide, monetized via advisor referral fees and its B2B SmartAsset AMP lead-generation platform for RIAs.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What SmartAsset does
SmartAsset is a New York-based, privately held fintech founded in 2012 that operates a vertically integrated consumer-to-advisor financial decision platform. Its flagship consumer property, SmartAsset.com, combines a large library of free, interactive, location-aware financial calculators (mortgage, refinance, closing costs, home affordability, cost of living, retirement, taxes, banking, investing) with editorial content (SmartReads blog) and the SmartMoney Minute email newsletter (850,000+ subscribers), all of which feed the SmartAdvisor matching service that connects retail investors with up to three vetted fiduciary financial advisors across all 50 U.S. states plus DC, at a stated cadence of approximately 50,000 matched investors per month. On the B2B side, SmartAsset AMP (Advisor Marketing Platform) sells lead generation, automated prospect nurtures, CRM integration, and strategic support to "thousands" of RIAs and financial advisors seeking high-net-worth investor referrals, with pricing that is quote-based and not publicly disclosed.
The company's underlying technology stack is web-based, centered on proprietary location- and tax-aware calculator engines that aggregate city-, county-, and state-specific property tax, homeowners insurance, HOA fee, closing cost, and cost-of-living data; the SmartAdvisor matching engine that pairs users with vetted fiduciary advisors based on investable assets, risk tolerance, and goals; and the SmartAsset AMP marketing/CRM platform. The company is registered with the U.S. Securities and Exchange Commission as an investment adviser (SmartAsset Advisors, LLC, a wholly owned subsidiary of Financial Insight Technology), and the matching service is restricted to advisors registered or chartered as fiduciaries — SmartAsset itself does not manage client funds or hold custody. No public API, SDK, or developer portal is documented.
SmartAsset generates revenue through three primary streams: (i) referral fees paid by matched fiduciary advisors participating in the SmartAdvisor platform; (ii) subscription / lead-generation contracts on the SmartAsset AMP advisor side; and (iii) affiliate compensation from editorial lender and product reviews (mortgage lenders, tax software, banks, brokerages). The consumer side is free, with no consumer fee disclosed. The company has raised approximately $161 million across eight disclosed funding rounds from 2012 through 2021, including a $110 million Series D in June 2021 at a $1 billion-plus valuation led by TTV Capital with participation from Citi Ventures, New York Life Ventures, and others. In April 2023, SmartAsset acquired Deft Sales for an undisclosed amount, and the company continues to refresh both its AMP product marketing and editorial content in 2026.
SmartAsset firmographics
Firmographics- Name
- SmartAsset
- Legal name
- SmartAsset Advisors, LLC
- Website
- https://smartasset.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- SmartAsset is a New York-based fintech that runs a consumer financial advice platform combining free location-aware calculators, editorial content, and the SmartAdvisor matching service connecting roughly 50,000 retail investors per month with vetted fiduciary financial advisors nationwide, monetized via advisor referral fees and its B2B SmartAsset AMP lead-generation platform for RIAs.
- Ownership category
- akta.pro rank
SmartAsset industry classification
Industry- Product category
- Financial Advisor Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Investment Advice (6282), Services-Prepackaged Software (7372), Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Net Worth & Personal Balance Sheet Tracking (FSAGADAF)
- akta.pro secondary industries
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH), Private Client/High-Net-Worth Advisory (FSAEAAAN)
Keywords
Where SmartAsset is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
SmartAsset business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Advisor referral fees: SmartAsset receives compensation from financial advisors who participate in its matching platform for referrals of matched users; users receive the matching service at no cost. This is the company's disclosed primary revenue mechanism.
- SmartAsset AMP subscription / lead generation: SmartAsset AMP (Advisor Marketing Platform) monetizes advisor-side demand by delivering investor leads, automated nurtures, and CRM integration to subscribing RIAs and financial advisors. Marketed to advisors seeking high-net-worth investor referrals.
- Editorial/affiliate lender content: Editorial mortgage-lender reviews and rate-comparison pages (Rocket Mortgage, Better Mortgage, AmeriSave, etc.) carry a marketing disclosure indicating SmartAsset may receive compensation when users engage with advertised financial products and services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | SmartAdvisor Match for consumers: free; SmartAsset compensated by matched advisors. |
| Subscription | Multi-year contract | SmartAsset AMP for advisors: lead generation and marketing platform; pricing not publicly disclosed. |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
SmartAsset product offering
Product offeringCore offering
SmartAsset operates an online financial advice platform that combines free, location-aware interactive calculators and editorial content (SmartReads, SmartMoney Minute newsletter) with a fiduciary advisor matching service (SmartAdvisor) available in all 50 U.S. states plus DC. On the B2B side, it sells SmartAsset AMP, a lead generation and advisor marketing platform that delivers high-intent investor referrals, automated nurtures, and CRM integration to subscribing RIAs and financial advisors. The platform's core revenue engine is referral fees paid by matched advisors, supplemented by AMP subscriptions and editorial/affiliate lender content.
Product overview
SmartAsset operates a single consumer-facing platform at smartasset.com that bundles a suite of free interactive financial calculators and comparison tools (mortgage, closing costs, cost of living, home affordability, refinance, tax, retirement, banking, and investing calculators) with editorial content (SmartReads blog and SmartMoney Minute newsletter), a state-by-state fiduciary advisor matching service (SmartAdvisor), and a separate B2B lead generation offering for financial advisors called SmartAsset AMP. The SmartAdvisor matching flow and the AMP advisor acquisition flow together form SmartAsset's core revenue engine, with the calculators and editorial content functioning as top-of-funnel acquisition assets feeding both sides.
Differentiator
Problem solved
Functional benefit
Brands
- SmartAsset AMP: Advisor Marketing Platform (AMP) — SmartAsset's lead generation and marketing platform for RIAs and financial advisors seeking high-net-worth client investor referrals.
- SmartAdvisorMatch
- SmartReads
- SmartMoney Minute
Products and services
- SmartAdvisor (financial advisor matching service) Free online matching service that pairs U.S. retail investors with up to three vetted fiduciary financial advisors based on investable assets, risk tolerance, and financial goals. Available in all 50 U.S. states plus DC, with introductory calls offered at no charge to the consumer.
- SmartAsset AMP (Advisor Marketing Platform) B2B subscription platform sold to RIAs and financial advisors that delivers high-intent investor lead generation, automated prospect nurtures, CRM integration, and strategic support to help advisors acquire clients.
Quantifiable outcome
- SmartAsset has connected ~50,000 investors per month with fiduciary advisors via SmartAdvisor Match.
- +3 more outcomes
Companies that use SmartAsset
Customer profileSegments3 records
Ideal customer profiles2 records
SmartAsset technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
SmartAsset partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core brand extension, core distribution property and major media validation.
- Captivate (SmartAsset podcast network)core brand extensionCaptivate is linked from the SmartAsset site footer as part of the company's family of products, alongside SmartAsset.com, SmartReads, SmartAsset AMP, and SmartAdvisorMatch. The relationship is mutual/branded — Captivate appears to be a SmartAsset-owned podcast/audio platform used to amplify SmartAsset content marketing.
- SmartAdvisorMatch.comcore distribution propertySmartAdvisorMatch (smartadvisormatch.com) is presented in the SmartAsset footer as part of the SmartAsset brand family and serves as a dedicated entry point that routes DIY investors into the SmartAsset SmartAdvisor matching funnel.
- Press features: The New York Times, Forbes, The Wall Street Journalmajor media validationSmartAsset's homepage 'In The Press' module showcases its data studies being featured in The New York Times, Forbes, and The Wall Street Journal, which functions as earned-media/brand-amplification partnerships. These outlets have repeatedly cited SmartAsset studies (e.g., middle-class income, boomtowns, Bitcoin adoption).
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
SmartAsset competitors and assessment
Company assessmentDirect peers
- NerdWallet: NerdWallet is a direct competitor operating a similar consumer-finance content + lead-generation marketplace, monetizing via affiliate referrals to financial products and advisors. Its SmartAdvisor-like advisor matching and editorial SEO engine closely mirror SmartAsset's model.
- LendingTree: LendingTree runs a lead-generation marketplace connecting consumers to lenders and financial service providers, monetizing via referral fees. Its business model, lender affiliate network, and content-led acquisition overlap directly with SmartAsset's mortgage and lender-affiliate business.
- Bankrate: Bankrate (owned by Red Ventures) is a long-established financial product comparison and content site monetizing via affiliate referrals to lenders, banks, and credit card issuers. It directly competes for the same mortgage, banking, and credit-card organic search traffic.
- Investopedia: Investopedia (owned by Dotdash Meredith) is a leading financial education and content site covering investing, personal finance, and advisor topics. It competes for the same SEO-driven personal-finance audience that feeds SmartAsset's calculator and editorial content.
- Policygenius: Policygenius (owned by Zillow) is an online insurance marketplace that uses content marketing and lead generation to match consumers with insurance providers. Its content-plus-marketplace model and advisor/professional matching overlap with SmartAsset's AMP lead-generation motion.
- The Zebra: The Zebra is an insurance comparison marketplace that combines educational content with side-by-side quoting and lead generation. Its SEO-led, content-plus-affiliate model and B2B-side carrier monetization mirror SmartAsset's content/lead-gen structure in an adjacent vertical.
- Finder: Finder is a personal finance comparison platform operating across credit cards, banking, investing, and insurance in the U.S. and internationally. It competes for the same high-intent comparison queries and uses an affiliate/lead-generation revenue model similar to SmartAsset's.
Broad incumbents
- Credit Karma: Credit Karma (owned by Intuit) is a broader personal-finance platform offering free credit scores, product recommendations, and lead generation across credit cards, loans, and insurance. It overlaps with SmartAsset's content/lead-gen model at greater scale and with deeper product breadth.
Emerging players
- MagnifyMoney: MagnifyMoney is a personal-finance comparison site focused on banking, credit cards, and lending products, monetizing via affiliate referrals. It is a smaller, more focused competitor in the same content-plus-affiliate niche as SmartAsset.
- Zoe Financial: Zoe Financial is a digital marketplace that matches consumers with vetted fiduciary financial advisors, mirroring SmartAsset's SmartAdvisor matching flow. It is a more focused, emerging competitor in the advisor-matching segment of SmartAsset's business.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
SmartAsset social profiles
Digital presenceSmartAsset compliance and trust
Trust signalCompliance1 record
SmartAsset financial estimates
Financial estimateRevenue estimate
Valuation estimate
SmartAsset leadership team
Management profileNumber of profiles
Profiles13 records
SmartAsset funding detail
Funding detailFunding overview
Funding rounds8 records
Investors22 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SmartAsset M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SmartAsset
What does SmartAsset do?
SmartAsset operates an online financial advice platform that combines free, location-aware interactive calculators and editorial content (SmartReads, SmartMoney Minute newsletter) with a fiduciary advisor matching service (SmartAdvisor) available in all 50 U.S. states plus DC. On the B2B side, it sells SmartAsset AMP, a lead generation and advisor marketing platform that delivers high-intent investor referrals, automated nurtures, and CRM integration to subscribing RIAs and financial advisors. The platform's core revenue engine is referral fees paid by matched advisors, supplemented by AMP subscriptions and editorial/affiliate lender content.
Is SmartAsset a public or private company?
SmartAsset is a private company. It is classified as corporate owned and is currently operating.
When was SmartAsset founded?
SmartAsset was founded in 2012. It employs 251 to 500 people.
Where is SmartAsset based?
SmartAsset is headquartered in New York, United States, in the North America region.
How does SmartAsset make money?
Three revenue lines are on record. Advisor referral fees are the primary driver. The others are smartAsset AMP subscription / lead generation and editorial/affiliate lender content.
Who are SmartAsset's main competitors?
Direct peers on record are NerdWallet, LendingTree, Bankrate, Investopedia, Policygenius, The Zebra and Finder. Credit Karma is listed as a broad incumbent. Emerging players are MagnifyMoney and Zoe Financial.
Does SmartAsset have an API?
No public API is recorded for SmartAsset.
What industry is SmartAsset in?
SmartAsset's product category is Financial Advisor Marketplace. Its primary akta.pro industry code is FSAGADAF, Net Worth & Personal Balance Sheet Tracking, with a secondary code of FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech). Its NAICS code is 52231 and its SIC code is 6282.