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Helping people make smart financial decisions.

We are committed to publishing the most accurate and actionable advice, personalized calculators and educational tools to help people navigate life’s big personal finance decisions.

What we do at SmartAsset

SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors.

How we do it

Reaching approximately 75 million* people each month through educational content and personalized calculators and tools, SmartAsset is an online destination for consumer-focused financial information and advice. To extend our mission of helping people make smart financial decisions, we also operate SmartAdvisor to assist our vast audience with the types of decisions that are best informed by financial planning professionals.

*As of September 2021.

How we help financial advisors

SmartAdvisor is a national marketplace connecting consumers to financial advisors.

Building on SmartAsset’s relationship with millions of investors, SmartAdvisor connects financial advisors directly with prospects who meet their ideal client profile. Our algorithm matches consumers with up to three fiduciary financial advisors based on (1) geographic location, (2) amount of investable assets, and (3) whether the RIA/IAR and the user are both willing to work remotely.

In 2020, SmartAdvisor helped financial advisors close more than $10 billion in new assets under management (AUM). To learn more about how the platform helps advisors grow their business, click here.

Our Values

  • We Empower Users
    Our financial insight empowers our users.
  • We Trust Each Other
    We have trust in what we do and in one another.
  • We Rise & Adapt
    We rise and adapt to deliver.
  • Data Fuels Our Decisions
    Data shapes our goals and drives our actions.
  • We Collaborate
    We value people's talent, ideas, and voices.

Who we are

We are a team of techies, journalists and data nerds committed to bringing you transparency and accuracy no matter where you are in your financial journey.

Our Founders

Our Experts


Citi Logo CMFG logo Contour Ventures Partners logo Fitz Gate Ventures logo Focus Financial Partners logo IA Capital Group logo Javelin Venture Partners logo New York Life logo North Bridge Venture Partners logo Peterson Ventures logo Quotidian Ventures logo TTV Capital logo Transamerica Ventures logo Y Combinator logo Y Combinator logo
And other smart investors.
Our content and calculators are seen by 75* million users each month
on, across our owned and operated channels and partner sites.
*As of September 2021.
  • BARRON'S logo
  • Business Insider logo
  • Yahoo! Finance logo
  • WSJ logo
  • U.S. News logo
  • MoneyTalks News logo
  • Forbes logo
  • CNN Business logo
  • CNBC logo
  • MarketWatch logo

Awards and Recognition

  • 2021
    Ranked # 561 (top 11%)
    Inc. 5000
  • 2021
    LUMINARIES Class of 2021 - Thought Leadership — Programs, Products & Services
  • 2021
    Fintech Awards - Best Financial Planning Technology Company - New York
    Wealth and Finance International
  • 2021
    Winner - Michael Carvin
    Top 50 Financial Technology CEOs of 2021
    The Financial Technology Report
  • 2021
    Winner - Michael Carvin
    Entrepreneur Of The Year® 2021 New York
    Ernst & Young LLP (EY)
  • 2021
    Winner (ranked # 47)
    The Top 100 Financial Technology Companies of 2021
    The Financial Technology Report
  • 2021
    Websites and Mobile Sites: Financial Services/Banking
    Webby Awards
  • 2020
    Honorable Mention (Content Series), Honorable Mention (Financial Services Campaign) - LC Launch
    Content Marketing Awards
    Ragan’s PR Daily
  • 2020
    Winner (7th in NYC, 10th in the Finance category and 32nd overall)
    America's Best Startup Employer in 2020
  • 2020
    Finalist / Listmaker
    (Live Connections)
    Best New Product
  • 2020
    Best Wealth Management Solution
  • 2018
    Top 100 Company
    Top 100 Company
    Y Combinator

Contact the SmartAsset or SmartAdvisor Teams

For all Financial Advisor or
Firm inquiries, please email:

For all press inquiries, please email:

For all consumer inquiries, please email:

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