SmartAsset

SmartAsset operates an online platform that connects consumers with financial advisors while providing financial information and tools. The company's primary product, SmartAsset AMP (Advisor Marketing Platform), matches financial advisors with potential clients through a marketplace model. The platform employs an algorithm to match consumers with up to three fiduciary financial advisors based on factors such as asset levels and geographic location. SmartAsset reaches approximately 59 million people monthly through its educational content and personalized calculators, offering tools for taxes, retirement, savings, and investments. The company also provides resources including housing-related services, financial planning tools, and banking and investment guidance. As of March 2024, SmartAsset matched over 50,000 US consumers with financial advisors monthly through its marketplace. The platform offers three subscription plan levels for advisors - Discover, Accelerate, and Scale - providing services such as referral generation, nurture campaigns, automated calling and texting, and live connections. In 2023, SmartAsset helped advisors close an estimated USD 34 billion in assets.

SmartAsset's platform includes features for both consumers and financial advisors. For consumers, the matching process involves answering questions about their current finances and future goals, after which they receive a list of pre-screened potential financial advisors. For advisors, the platform provides marketing tools and automated systems to help convert referrals into clients. The company ensures that matched advisors are vetted fiduciaries, who are legally required to prioritize clients' financial interests.

Key customers and partnerships

SmartAsset serves two primary customer segments: consumers seeking financial advice and financial advisors looking to grow their client base. The platform's advisor network consists of fiduciary financial advisors who typically work with clients having assets between USD 150,000 and USD 3 million. The company reported that as of September 2021, it reached 75 million people monthly through its educational resources and tools. Through its advisor matching service, the platform connects approximately 5,000 people with financial advisors each month.