SmartAsset
Marketplace connecting consumers to financial advisors
Based based in New York, NY, USA; Remote, SmartAsset works in fintech.
Profile
SmartAsset is an online destination for consumer-focused financial information and advice. Reaching approximately 59 million people each month (as of January 2024) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions.
Additionally, SmartAsset powers SmartAsset AMP, a national marketplace connecting consumers to financial advisors. Building on SmartAsset’s relationship with millions of investors, SmartAsset AMP connects financial advisors directly with prospects who meet their target client profile. Our algorithm matches consumers with up to three fiduciary financial advisors. In 2023, SmartAsset helped advisors close an estimated $34 billion.
The company sits in the fintech segment, where it competes on its core product or service.
The company is recorded as being based in New York, NY, USA; Remote.
It is recorded at the Summer 2012 stage.
The company reports a headcount in the 210 range.
Directory analysis
SmartAsset is a U.S.-based fintech company that offers an online platform delivering consumer financial information, educational content, and personalized calculators. It operates a national marketplace, SmartAsset AMP, that matches consumers with fiduciary financial advisors using an algorithm. The platform reportedly reaches around 59 million users monthly and facilitated advisor closings worth roughly $34 billion in 2023.
Positioning: SmartAsset positions itself as a bridge between consumers seeking financial guidance and advisors looking for qualified leads, leveraging data-driven matching to streamline the advisory acquisition process. Its broad reach and partnership model suggest a strong foothold in the U.S. fintech advisory marketplace, though its growth depends on continued user engagement and advisor participation.
Note: SmartAsset connects consumers with fiduciary financial advisors through an algorithmic marketplace.
Auto-generated directory analysis from public data · updated 2026-10-06 02:30:41. Informational only, not investment advice.
| Sector | Fintech |
|---|---|
| Headquarters | New York, NY, USA; Remote |
| Country | USA; Remote |
| Employees | 210 |
| Stage | Summer 2012 |
Website: smartasset.com
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