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Overview
SmartAsset provides online personal-finance resources and a national marketplace that connects consumers with fiduciary financial advisors. It offers free educational content, calculators, and tools for topics like retirement, home buying, and taxes, with SmartAsset AMP matching users with up to three suitable advisors using an algorithm. For advisors, the SmartAsset Advisor Marketing Platform delivers client leads, automated marketing campaigns, and tech-enabled communication, funded by a subscription model for referrals and marketing tools. The goal is to help people make informed financial decisions while helping fiduciary advisors grow their client base and assets under management.
About SmartAsset
Industries
Data & Analytics
Fintech
Financial Services
Company Size
201-500
Company Stage
Series D
Total Funding
$161.5M
Headquarters
New York City, New York
Founded
2011
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Simplify's Take
What believers are saying
- SmartAsset reported 10 active jobs in June 2026, with no new layoffs announced.
- The March 2025 AMP milestone strengthens pricing power with advisors seeking measurable lead flow.
- SmartAsset's 2026 rankings coverage keeps brand visibility high across college, taxes, and consumer finance search.
What critics are saying
- Google AI Overviews and answer engines bypass SmartAsset articles, collapsing organic traffic by 2026.
- The FDIC's August 2022 cease-and-desist remains a warning on compliance-sensitive financial claims.
- SmartAsset depends on advisor subscription demand; a 2024-2026 slowdown in RIA marketing budgets hurts revenue.
What makes SmartAsset unique
- SmartAsset owns consumer finance content plus advisor lead-generation, unlike pure media or marketplaces.
- AMP delivered 89,000 referrals by March 2025, proving a monetizable distribution engine.
- Its calculator library, including the June 2025 Financial Advisor Value Calculator, creates sticky intent.
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Funding
Total Funding
$161.5M
Below
Industry Average
Funded Over
8 Rounds
SV Angel
Y CombinatorIndustry standards
Benefits
Remote flexibility
Medical, dental, & vision coverage
Life/AD&D insurance
FSA
401K
Equity packages
PTO
Parental leave
EAP
Pet insurance
Home office stipend
Health & wellness stipend
Monthly food delivery stipend
Growth & Insights and Company News
6 month growth
↓ -1%1 year growth
↓ -1%2 year growth
↑ 0%Washburn University was among Kansas's top 10 "best value colleges," according to SmartAsset, an American financial technology company.
New York City-based RIA referral platform SmartAsset has announced the launch of two tools designed to help advisors monitor the engagement of prospective new clients.
SmartAsset, a financial technology company, ranked CCC number 9 in the online ranking of America's Best Community Colleges for 2024, according to a press release issued Aug. 29.
SmartAsset, an RIA referral company that connects individual investors to financial advisors, has launched a new platform aimed at recently-established RIAs.
SmartAsset - which is described by its about page as "committed to publishing the most accurate and actionable advice, personalized calculators and education tools to help people navigate life's big personal finance decisions" - annually releases its "Cost of Living Calculator" that allows for people to compare and contrast just that across the United States.
SmartAsset is Hiring for 6 Jobs on Simplify!
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About SmartAsset
Industries
Data & Analytics
Fintech
Financial Services
Company Size
201-500
Company Stage
Series D
Total Funding
$161.5M
Headquarters
New York City, New York
Founded
2011
SmartAsset is Hiring for 6 Jobs on Simplify!
Find jobs on Simplify and start your career today