Overview

SmartAsset provides a range of free, interactive tools and calculators that help individuals make informed financial decisions. These tools address various financial topics such as home buying, refinancing, retirement planning, life insurance, taxes, investing, and personal loans. Created by personal finance experts, SmartAsset's resources ensure users receive reliable and accurate information. The company targets individuals who may not have the expertise or time to create detailed financial models, offering easy-to-use tools and comprehensive guides to navigate personal finance confidently. Unlike many competitors, SmartAsset generates revenue through partnerships and advertising, connecting users with local financial advisors and earning fees for referrals, as well as earning affiliate commissions from financial product sign-ups. The goal of SmartAsset is to simplify financial decision-making and empower users to make better financial choices.

Simplify's Take

What believers are saying

• SmartAsset benefits from growing interest in digital financial tools among millennials and Gen Z.
• The company is well-positioned in the expanding financial wellness market promoting financial literacy.
• Rising demand for personalized financial advice supports SmartAsset's business model.

What critics are saying

• Emerging fintech startups offering similar tools could dilute SmartAsset's market share.
• Rapid evolution of AI-driven platforms may outpace SmartAsset's current technology.
• Changes in consumer privacy regulations could impact SmartAsset's data collection practices.

What makes SmartAsset unique

• SmartAsset offers a comprehensive suite of free, interactive financial tools and calculators.
• The company connects users with financial advisors, earning fees for successful referrals.
• SmartAsset's resources are created by personal finance experts, ensuring reliable information.

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Funding

Total Funding

$156.1M

Below

Industry Average

Funded Over

6 Rounds

Notable Investors:

SV AngelY Combinator

Notable Investors:

SV AngelY Combinator

$110,000,000

Series D

Jun 2021

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

Above Average

Industry standards

Ind Avg. $77M

$49M

$50M

$70M

$80M

$100M

$110M

View all funding stages