Updated:
Smart Asset
Smart Asset is an SEC-registered investment adviser in New York, NY, since 2020. It has 250 employees based at its headquarters. The firm is headquartered in...
Smart Asset
Smart Asset is an SEC-registered investment adviser in New York, NY, since 2020. It has 250 employees based at its headquarters. The firm is headquartered in New York.
General information
Firm type
Personal Finance Platform & Advisor Marketplace
Year founded
2012
Location
Region
North America
Country
United States
City
New York
Corporate office
New York, NY, United States
Principals
Michael Carvin
CEO
Sector focus
Frequently asked questions
How does SmartAsset generate revenue?
SmartAsset operates a pay-per-lead marketplace. Advisors and institutions — including Schwab, Fidelity and LPL — subscribe to receive pre-screened consumer introductions. The firm qualifies users on investable assets, location and planning needs via online calculators and tools before releasing warm leads to paid partners.
Does SmartAsset manage client money or provide financial advice directly?
No. SmartAsset is not a registered investment advisor in the sense of delivering personalized planning. It connects consumers with third-party advisors and institutions, never taking custody of assets. The platform functions as a technology-enabled referral engine rather than a discretionary manager.
What is SmartAsset's relationship with large wealth-management platforms?
Schwab, Fidelity, Vanguard and LPL Financial have been among SmartAsset's largest institutional subscribers. These firms pay recurring fees for access to vetted retail leads. Additionally, Morgan Stanley at Work partnered with SmartAsset in 2022 to embed advisor matching inside its workplace retirement-plan participant experience (per the firm's official communications, 2022).
What was SmartAsset's most recent disclosed valuation?
SmartAsset closed a $110 million Series D funding round in June 2021 at a valuation exceeding $1 billion, led by TTV Capital with participation from Javelin Venture Partners and Citi Ventures (per Bloomberg, 2021). No subsequent priced round has been publicly disclosed as of early 2025.
Who makes strategic decisions at SmartAsset?
Co-founder Michael Carvin serves as CEO (public record). Day-to-day execution is shared among a leadership team that has included a CFO, chief revenue officer, head of product and head of engineering. The board includes representatives from TTV Capital and other institutional backers.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
Need institutional-grade insight on asset managers?
Altss delivers:
Prefer a guided tour?
We’ll walk you through: