SmartAsset
SmartAsset
SmartAsset is a New York–based financial technology company that provides consumer-facing personal finance tools and operates a digital marketplace linking investors with fiduciary financial advisors. Founded in 2012, it has grown into one of the largest online advisor referral platforms in the United States, reaching tens of millions of users each month.
Key facts
- Founded: 2012
- Headquarters: New York, New York, U.S.
- Founders: Michael Carvin and Philip Camilleri
- Employees: About 200–500 (2025)
- Parent entity: Financial Insight Technology, Inc
- CEO: Michael Carvin
Business model and services
SmartAsset publishes educational content and operates free financial calculators covering topics such as retirement, home buying, and taxes. Its flagship product, the Advisor Marketing Platform (AMP), matches consumers to up to three vetted fiduciary financial advisors based on personal and geographic criteria. Advisors pay subscription fees for access to leads, automation tools, and analytics that help manage client acquisition and engagement.
Market reach and impact
The company reports a monthly audience exceeding 59 million users across its website and partner channels. In 2024, it facilitated more than $30 billion in new assets under management for participating advisors. SmartAsset also introduced the Financial Advisor Value Calculator in 2025, designed to quantify the tangible long-term value of professional financial advice.
Recognition and funding
A Y Combinator graduate (Summer 2012 batch), SmartAsset achieved “unicorn” status after a $110 million Series D round in 2021 that valued the company above $1 billion. It has appeared on multiple Inc. 5000 and Forbes lists, including America’s Best Startup Employers (2020) and ThinkAdvisor Luminaries Awards for product innovation.
Reputation and oversight
SmartAsset is accredited by the Better Business Bureau with an A+ rating. Reviews from advisors and consumers vary, reflecting both positive experiences with lead quality and concerns about service consistency.
Corporate details
Address: 122 E 42nd St, Suite 4300, New York, NY 10168
Website: smartasset.com