# Smart Asset

Smart Asset is a Personal Finance Platform & Advisor Marketplace based in New York, United States.

## Overview

- **Organization type:** Personal Finance Platform & Advisor Marketplace
- **Headquarters:** New York, United States
- **Region:** North America
- **Address:** New York, NY, United States
- **Founded:** 2012
- **Assets under management:** Undisclosed
- **Website:** smartasset.com
- **LinkedIn:** https://www.linkedin.com/company/smartasset

## About

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.

## Sectors

- FinTech
- Enterprise Software

## People

- Michael Carvin — CEO

## 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.

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Last updated: 2026-06-03T20:00:00.000Z

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