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SmartAsset
SmartAsset is an online destination for consumer-focused financial information and advice, offering educational content and personalized calculators and tools.
SmartAsset
SmartAsset is an online destination for consumer-focused financial information and advice, offering educational content and personalized calculators and tools. The company also operates SmartAsset Advisor Marketing Platform (AMP), a national marketplace connecting consumers to vetted fiduciary financial advisors. SmartAsset is the nation’s largest marketplace connecting consumers to financial advisors.
General information
Firm type
Asset Manager
Location
Region
North America
Country
United States
City
New York
Corporate office
122 E 42nd St., Suite 4300, New York, NY 10168-4201, United States
Principals
Michael Carvin
Chief Executive Officer & Co-Founder
Sector focus
Frequently asked questions
Does SmartAsset manage money or hold client assets?
No. SmartAsset is not an investment advisor. It operates a media platform and a subscription lead-generation marketplace called SmartAsset AMP. The $33 billion in estimated new AUM it reports for 2025 represents assets closed by external advisory firms that received referrals through the platform, calculated using modeled assumptions (per firm website, 2026).
How does SmartAsset AMP qualify prospects before they reach an advisor?
The platform uses a consumer survey and financial tools to identify users reporting investable assets above $25,000. SmartAsset then matches validated investors with advisors based on asset tiers and geography. The firm estimates its funnel assumptions — including a 4% close rate and $1.15 million average household assets — based on partner data and industry benchmarks (per firm website, 2026).
How many consumers does SmartAsset reach each month?
As of January 2025, the firm reports an estimated 59 million monthly users across SmartAsset.com, its owned and operated channels, and partner sites (per firm website, 2026). Roughly 50,000 of those users seek fiduciary advisor matches on the platform each month.
What regulatory posture does SmartAsset hold?
SmartAsset does not hold an RIA or broker-dealer license. It functions as a technology and media company that connects consumers to third-party fiduciary advisors. Advisors participating in AMP are vetted by SmartAsset, but remain solely responsible for their own regulatory compliance.
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.
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