SmartAsset

SmartAsset is a financial technology company providing online resources for personal finance decisions. It operates a national marketplace, SmartAsset AMP, that connects consumers with vetted financial advisors. For consumers, the platform is free and offers a range of educational content, personalized calculators, and tools for topics like retirement, home buying, and taxes. The company's primary revenue source is its subscription-based platform that charges financial advisors for client referrals and marketing tools.

Founded in July 2012 by CEO Michael Carvin and CTO Philip Camilleri, SmartAsset started as a Y Combinator-backed company initially focused on the home-buying sector. Carvin, with a background in private equity, saw an opportunity to apply complex financial models to personal finance, creating the system that SmartAsset is built on. The company expanded its offerings to cover a wide array of personal finance topics and launched its SmartAdvisor platform in 2018 to connect users with financial professionals. SmartAsset has raised over $161 million in funding, achieving a valuation of over $1 billion in its 2021 Series D funding round.

The core of the business is its matching technology, which uses an algorithm to connect consumers with up to three suitable fiduciary financial advisors based on their financial situation and goals. The platform serves a broad market of U.S.-based consumers at various stages of their financial lives, from young professionals to retirees. For financial advisors, the SmartAsset Advisor Marketing Platform (AMP) provides client leads, automated marketing campaigns, and technology-assisted communication tools to help them grow their assets under management (AUM). Keywords: financial advisor marketplace, personal finance tools, lead generation for advisors, fintech, client acquisition, retirement planning, investment advice, wealth management, financial modeling, tax calculator, mortgage calculator, financial planning, consumer finance, SmartAdvisor, advisor matching, asset management, financial technology, AUM growth, client prospecting, fiduciary advisors