Overview
SmartAsset operates an online personal-finance platform and a national advisor marketplace. Its engine, SmartAsset AMP, uses an algorithm to pair consumers with up to three fiduciary financial advisors and connects them with a marketing platform that provides leads and automated campaigns for advisors. The company differentiates itself with data-driven matching, a vetted advisor network, and a model that earns revenue from advisor referrals and marketing tools rather than charging consumers. Its goal is to help people make informed financial decisions while helping fiduciary advisors grow their practice.
Work here?Claim your company
Simplify's take
What believers are saying
- March 2025 AMP surpassed 89,000 referrals, proving advisor demand for paid leads.
- June 2025 site updates and August 2026 press show active content distribution and relevance.
- SmartAsset still publishes high-volume tax and retirement tools, sustaining consumer traffic.
What critics are saying
- The 2022 FDIC letter accused SmartAsset of misleading deposit-insurance statements, harming trust.
- SmartAsset's Terms force confidential individual arbitration, signaling customer dispute friction.
- If Google prioritizes AI answers, SmartAsset's content traffic and lead supply collapse by 2027.
What makes SmartAsset unique
- SmartAsset combines free personal-finance content with advisor matching across mortgages, taxes, retirement.
- June 2025 FAV Calculator quantifies advisor value, tightening SmartAsset's advisor-sales funnel.
- AMP uses marketplace traffic to deliver referrals, linking media SEO and lead generation.
Help us improve and share your feedback! Did you find this helpful?
Funding
Notable Investors:
Series D funding is typically for companies that are already well-established but need more funding to continue their growth. This round is often used to stabilize the company or prepare for an IPO.
Series D Funding Comparison
Industry standards
Ind Avg. $77M
$49M
$50M
$70M
$80M
$100M
$110M