Smarty

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.

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

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

• Address verification API
• Rooftop geocoding service
• Address autocomplete
• Address data enrichment
• Location data intelligence

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Professional Services: Custom services offering listed under Products, providing bespoke address data work and integration support for enterprise clients.
5. 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

Go-to-market motion4 records

Distribution channels4 records

Marketing channels15 records

Core 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

Named customers1 record

Segments9 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and flagship.

• Microsoft (Excel)coreTechnology or IntegrationSmarty 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)coreTechnology or IntegrationSmarty 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.
• QGIScoreTechnology or IntegrationSmarty 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)flagshipStrategic or Co-development PartnerSmarty 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.
• HubSpotcoreTechnology or IntegrationHubSpot 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.
• CloudflarecoreTechnology or IntegrationCloudflare provides bot management and session consistency for Smarty's website (cookies __cfuvid, __cf_bm) and supports Cloudflare Bot Management for security.
• Help ScoutcoreTechnology or IntegrationHelp 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)coreTechnology or IntegrationGoogle 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.
• GuidewirecoreStrategic or Co-development PartnerGuidewire 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

Broad 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

• LinkedInlinkedin.com/company/smarty
• Xx.com/smartycompany
• Facebookfacebook.com/SmartyCompany

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Smarty