Smarty
Smarty (Smarty, LLC) is a private Utah-based SaaS provider of address intelligence APIs, offering verification, geocoding, autocomplete, and enrichment across 250+ countries to thousands of enterprises and developers via subscription and usage-based pricing.
- Company typePrivate
- Founded2011
- HeadquartersProvo, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Smarty does
Smarty (Smarty, LLC) is a private, Utah-based address intelligence platform founded in 2011 and headquartered at 1476 Sandhill Road, Orem. The company delivers cloud-hosted APIs and bulk data sets that verify, standardize, parse, autocomplete, geocode (rooftop and reverse), and enrich addresses across 250+ countries and territories, processing approximately 3.3 billion addresses per day at sub-30 millisecond average response times and 99.999% uptime. USPS CASS-certified for US data, the platform layers 350+ property attributes, census geography, parcel boundaries, and a newly launched firmographic business data product on top of core address APIs, and exposes these capabilities through REST endpoints, SDKs, a Postman collection, native plugins for Microsoft Excel, Google Sheets, and QGIS, and a Smarty MCP Server for AI-agent integrations.
The business model is hybrid subscription and usage-based, anchored by a product-led growth funnel (free sign-up with 1,000 free lookups, 42-day free trial, no credit card required) and supplemented by enterprise sales for verticalized solutions in insurance, finance, healthcare, retail/e-commerce, telecommunications, real estate, last-mile delivery, government, and education. Pricing is positioned as transparent with no setup fees or commitments; revenue streams include recurring API subscriptions, pay-per-lookup consumption, professional services, and bulk data set licensing. Distribution combines self-serve developer onboarding, direct enterprise demos, paid acquisition across Google, Microsoft, Meta, LinkedIn, and Reddit, and integrations with productivity, GIS, and CRM ecosystems.
The customer base spans thousands of organizations including NASA, Uber, Cox, Guidewire, GE, CarMax, Shippo, GoodRx, Tivity Health, and Dollar Shave Club. Compliance posture (USPS CASS, HIPAA, SOC) supports regulated enterprise sales, and third-party recognition includes a 4.6 G2 rating with badges for Grid Leader, High Performer, Momentum Leader, Best Results, and Users Most Likely to Recommend. The company is led by founder/CEO/CTO Jonathan Oliver and President/COO Doug Edwards, operates with no disclosed outside funding, and has no disclosed M&A history.
Smarty firmographics
Firmographics- Name
- Smarty
- Legal name
- Smarty, LLC
- Website
- https://smarty.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Smarty (Smarty, LLC) is a private Utah-based SaaS provider of address intelligence APIs, offering verification, geocoding, autocomplete, and enrichment across 250+ countries to thousands of enterprises and developers via subscription and usage-based pricing.
- Ownership category
- akta.pro rank
Smarty industry classification
Industry- Product category
- Address Intelligence / Location Data API
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Cloud FinOps & SaaS Spend Management (BPAEAOAH)
Keywords
Where Smarty is headquartered
LocationHeadquarters
- HQ city
- Provo
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Smarty business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- API Subscription & Usage-Based Pricing: Primary revenue stream. Customers pay recurring subscription and/or usage-based fees for API access to address verification, autocomplete, geocoding, and enrichment services. Pricing is described as transparent with no setup fees, commitments, or hidden costs, and a 42-day free trial plus 1,000 free lookups are offered to drive acquisition.
- Pay-Per-Lookup Consumption: Usage-based component where customers are billed per address lookup or per API call beyond included volume, enabling land-and-expand as customer usage grows.
- Free Trial / Freemium Onboarding: Free tier offering 1,000 lookups with no credit card required plus a 42-day free trial of the full product, used as a funnel to convert developers and organizations into paying customers.
- Professional Services: Custom services offering listed under Products, providing bespoke address data work and integration support for enterprise clients.
- Bulk Data Set Licensing: Revenue from licensing bulk data sets such as the US Master Address List and US Parcel Boundary Data to organizations needing address data outside the real-time API model.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free sign-up with 1,000 free lookups |
| Subscription | Pay-as-you-go | 42-day free trial of the full product |
| Hybrid | Pay-as-you-go | Paid API access with transparent, no-commitment pricing |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels15 records
Smarty product offering
Product offeringCore offering
Smarty sells a cloud-delivered address intelligence SaaS platform that verifies, validates, parses, standardizes, geocodes (rooftop and reverse), auto-completes, and enriches addresses via REST APIs. The offering spans US and international address verification, autocomplete, geocoding, property/business enrichment, and bulk address data sets, packaged with developer tools (SDKs, MCP Server, plugins for Excel/Sheets/QGIS) and delivered as subscription and usage-based API plans with a free trial.
Product overview
Smarty (Smarty, LLC) is a single SaaS platform organized as a core address-intelligence API plus a portfolio of named products and data modules. The core platform exposes REST APIs for US Address Verification, International Address Verification, US Address Autocomplete, International Address Autocomplete, US Rooftop Geocoding, US Reverse Geocoding, and International Geocoding. On top of these, Smarty sells enrichment data products (US Property Data, US Census Block and Tract Data, US Secondary Address Data, and the newly launched US Business Data), bulk data sets (US Master Address List, US Parcel Boundary Data), custom Professional Services, and developer tools such as the Smarty MCP Server and Smarty Address Plugin. Distribution is via APIs, the Live API playground, official plugins for Microsoft Excel, Google Sheets, and QGIS, and a Postman collection, all backed by USPS CASS-certified data, SOC and HIPAA compliance, and 99.999% uptime.
Differentiator
Problem solved
Functional benefit
Products and services
- US Address Verification
- International Address Verification
- US Address Autocomplete
Companies that use Smarty
Customer profileNamed customers1 record
Segments9 records
Ideal customer profiles5 records
Smarty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature10 records
Smarty partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and flagship.
- Microsoft (Excel)coreSmarty provides an official Microsoft Excel add-in that lets users validate addresses, geocode, and clean address data directly inside Excel spreadsheets. Listed under Smarty's Integrations & Plugins product menu.
- Google (Sheets)coreSmarty offers a Google Sheets add-on for address validation and geocoding inside Google Sheets, listed under Integrations & Plugins and accessible from the Developer Hub documentation.
- QGIScoreSmarty provides a QGIS Geocoding Plugin for US addresses that brings Smarty's verification and geocoding into the QGIS open-source GIS platform.
- USPS (United States Postal Service)flagshipSmarty is USPS CASS certified and integrates USPS address validation data into its US Address Verification product, ensuring standardization against official USPS records. USPS CASS badge is prominently featured on the homepage and footer.
- HubSpotcoreHubSpot is used as Smarty's marketing automation and CRM platform, with HubSpot tracking cookies (__hstc, hubspotutk, __hssrc, __hssc) used to track visitors, sessions, and form submissions across the website.
- CloudflarecoreCloudflare provides bot management and session consistency for Smarty's website (cookies __cfuvid, __cf_bm) and supports Cloudflare Bot Management for security.
- Help ScoutcoreHelp Scout powers Smarty's live chat support on the website (footer note: 'This chat is powered by Help Scout. Chats are recorded.').
- Google (reCAPTCHA / YouTube)coreGoogle reCAPTCHA protects Smarty's website from spam and bots (rc::a, rc::c, rc::f, rc::b, _GRECAPTCHA cookies), and YouTube is used to host embedded video content.
- GuidewirecoreGuidewire is featured as a customer logo on Smarty's homepage and serves the insurance vertical where Smarty delivers address intelligence for underwriting and policy operations.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Smarty competitors and assessment
Company assessmentBroad incumbents
- Esri (ArcGIS): Esri provides address locators, geocoding, and parcel data through the ArcGIS platform. It overlaps with Smarty's US Rooftop Geocoding, Parcel Boundary Data, and QGIS/enterprise GIS integrations, but operates as a broader GIS incumbent rather than a pure-play address API.
- HERE Technologies: HERE offers geocoding, address services, and location data as part of its broader mapping and location platform. It is a broader incumbent that overlaps with Smarty's international geocoding and address services, particularly for enterprise and automotive customers.
- AWS Location Service: AWS Location Service includes geocoding and reverse geocoding capabilities bundled into the AWS ecosystem. It competes with Smarty on cloud-native developer and enterprise buyers who prefer consuming location services inside an existing AWS commitment.
- Precisely: Precisely is a large data integrity and enrichment vendor offering address verification, geocoding, and data quality as part of a broader portfolio. It overlaps with Smarty's address intelligence products but sells as part of a wider enterprise data quality suite.
- TomTom: TomTom offers geocoding and address search APIs as part of its location technology stack. It competes with Smarty's international geocoding products and targets similar enterprise and mobility use cases.
Emerging players
- Mapbox: Mapbox provides geocoding and address-related location services primarily through its maps and navigation APIs. It competes with Smarty on geocoding and reverse geocoding, particularly for logistics and mobility use cases, while Smarty retains the advantage on USPS CASS-certified US address verification.
- Postgrid: Postgrid provides address verification, autocomplete, and direct mail/print-and-mail APIs targeting similar SMB and mid-market use cases. It is an emerging player that overlaps with Smarty's address verification and autocomplete products, particularly in North America.
Direct peers
- Loqate (GBG): Loqate, a GBG Group brand, provides global address verification, geocoding, and email/phone validation APIs. It is a direct competitor in enterprise address data quality and serves many of the same verticals (insurance, finance, retail, ecommerce).
- Melissa Data (Melissa Lookups): Melissa offers address verification, standardization, geocoding, and identity verification APIs and data quality tools. It is a long-standing direct competitor to Smarty in address data quality, with overlapping USPS CASS-certified products and global coverage.
- Google Address Validation API: Google offers an Address Validation API as part of Google Maps Platform, providing US and international address validation and geocoding. It competes directly with Smarty's address verification and geocoding APIs and benefits from being bundled with Google's broader Maps Platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Smarty social profiles
Digital presenceSmarty compliance and trust
Trust signalCompliance3 records
Smarty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smarty leadership team
Management profileNumber of profiles
Profiles2 records
Smarty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smarty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smarty
What does Smarty do?
Smarty sells a cloud-delivered address intelligence SaaS platform that verifies, validates, parses, standardizes, geocodes (rooftop and reverse), auto-completes, and enriches addresses via REST APIs. The offering spans US and international address verification, autocomplete, geocoding, property/business enrichment, and bulk address data sets, packaged with developer tools (SDKs, MCP Server, plugins for Excel/Sheets/QGIS) and delivered as subscription and usage-based API plans with a free trial.
Is Smarty a public or private company?
Smarty is a private company. It is classified as unknown and is currently operating.
When was Smarty founded?
Smarty was founded in 2011. It employs 101 to 250 people.
Where is Smarty based?
Smarty is headquartered in Provo, United States, in the North America region.
How does Smarty make money?
Five revenue lines are on record. API Subscription & Usage-Based Pricing is the primary driver. The others are pay-Per-Lookup Consumption, free Trial / Freemium Onboarding, professional Services and bulk Data Set Licensing.
Who are Smarty's main competitors?
Broad incumbents on record are Esri (ArcGIS), HERE Technologies, AWS Location Service, Precisely and TomTom. Emerging players are Mapbox and Postgrid. Direct peers are Loqate (GBG), Melissa Data (Melissa Lookups) and Google Address Validation API.
Does Smarty have an API?
Yes. Smarty offers public REST APIs for USPS and International address verification, address autocomplete, rooftop and reverse geocoding, property data, census block and tract data, secondary address data, business data, and master address list / parcel boundary data sets. The service averages sub-30 millisecond response times and 99.999% uptime, with a Live API playground and 1,000 free lookups for new accounts. Developers can integrate via SDKs, the Smarty MCP Server, and a Postman collection. Developer documentation is at www.smarty.com/docs.
What industry is Smarty in?
Smarty's product category is Address Intelligence / Location Data API. Its primary akta.pro industry code is BPAEAOAH, Cloud FinOps & SaaS Spend Management. Its NAICS code is 5182 and its SIC code is 7372.