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§ Private Profile · New York City, NY, USA
Marketplace connecting consumers to financial advisors
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.
SmartAsset has raised $258.5M across 7 funding rounds.
Key people at SmartAsset.
SmartAsset was founded in 2012 by Michael Carvin (Founder/CEO).
SmartAsset has raised $258.5M in total across 7 funding rounds.
SmartAsset has raised $258.5M across 7 funding rounds. Most recently, it raised $110.0M Series D in June 2021.
Key people at SmartAsset.
SmartAsset is a digital platform that connects consumers with financial advisors through its national marketplace, SmartAsset AMP. It serves millions of consumers monthly by providing personalized financial information, calculators, and advice to help them make informed financial decisions. For financial advisors, SmartAsset AMP offers a data-driven lead generation and client acquisition platform that matches advisors with vetted, high-intent prospects based on criteria like investable assets, location, and income. This marketplace has facilitated advisors in closing tens of billions in assets under management (AUM), demonstrating significant growth momentum and impact in the financial advisory ecosystem[1][2][3].
Founded in the early 2010s, SmartAsset was created to democratize access to personalized financial advice through technology. Its founders, including CEO Michael Carvin, leveraged their backgrounds in finance and technology to build a platform that combines educational content with automated financial modeling tools. The idea emerged from the need to simplify complex financial decisions for everyday consumers while simultaneously providing financial advisors with a scalable way to grow their client base. Early traction came from the widespread adoption of SmartAsset’s calculators and content, which attracted millions of users and laid the foundation for the launch of SmartAsset AMP, the advisor marketplace, which has since evolved into a leading client acquisition platform[1][2][3].
SmartAsset rides the wave of digital transformation in personal finance and wealth management, where consumers increasingly seek accessible, trustworthy, and personalized financial guidance online. The timing is critical as the financial advisory industry faces growing demand for fiduciary advice amid complex financial products and regulatory changes. Market forces such as the rise of fintech, data analytics, and consumer empowerment favor platforms like SmartAsset that bridge the gap between consumers and advisors efficiently. By providing a scalable, tech-enabled marketplace, SmartAsset influences the broader ecosystem by enabling advisors to grow sustainably while helping consumers navigate financial decisions with confidence[1][2][3].
Looking ahead, SmartAsset is poised to deepen its impact by expanding its advisor marketplace capabilities, enhancing AI-driven personalization, and broadening its consumer financial education offerings. Trends such as increasing digital adoption, demand for fiduciary transparency, and integration of financial planning with technology will shape its trajectory. SmartAsset’s role may evolve from a lead generation platform to a comprehensive financial advice ecosystem, potentially incorporating more holistic planning tools and advisor-client collaboration features. Its continued growth will likely reinforce its position as a critical connector in the financial advisory landscape, helping both consumers and advisors thrive in an increasingly digital world[3][6].
SmartAsset was founded in 2012 by Michael Carvin (Founder/CEO).
SmartAsset has raised $258.5M in total across 7 funding rounds.
SmartAsset's investors include TTV Capital, 1982 Ventures, 7wire Ventures, Altari Ventures, ARCH Venture Partners, Citi Ventures, CMFG Ventures, Contour Venture Partners, Cream City Venture Capital, FINTOP Capital, Flexcap, General Catalyst.
