SmartAsset

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.

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

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

• Financial advisor matching
• Mortgage calculators
• Retirement planning tools
• RIA lead generation
• Personal finance education

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core 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

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered core brand extension, core distribution property and major media validation.

• Captivate (SmartAsset podcast network)core brand extensionStrategic or Co-development PartnerCaptivate 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 propertyStrategic or Co-development PartnerSmartAdvisorMatch (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 validationGTM or Marketing PartnerSmartAsset'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

Direct 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

• Xx.com/smartasset
• Facebookfacebook.com/smartasset
• LinkedInlinkedin.com/company/smartasset-com

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds8 records

Investors22 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SmartAsset