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SmartAsset
SmartAsset is an SEC-registered investment adviser in New York, NY, registered since 2020. It has 250 employees. The firm is headquartered in New York.
SmartAsset
SmartAsset is an SEC-registered investment adviser in New York, NY, registered since 2020. It has 250 employees. The firm is headquartered in New York.
General information
Firm type
Asset Manager
Year founded
—
AUM
Undisclosed
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).
What is Michael Carvin's background, and how did it shape the firm?
CEO and co-founder Michael Carvin worked in private equity before SmartAsset, using financial models to guide corporate decision-making. He believed the same modeling rigor could improve household financial choices and built a patent-pending system that became SmartAsset's foundation. Carvin is a Princeton University graduate.
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.
Is SmartAsset compensated through asset-based fees or commissions?
Neither. Its revenue model is a flat monthly subscription that advisors pay to access SmartAsset AMP. This separates the platform's compensation from the advisory fees or product commissions that matched advisors may charge consumers, though the matched advisors themselves may operate under varying fee structures.
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.
How does SmartAsset's leadership team reflect its growth stage?
The current C-suite combines Y Combinator alumni roots with scaled-public-company experience. CTO Peter Silvio joined from Shutterstock in 2022, CFO Dave Jones arrived after serving as CFO at Vroom, and CMO Brian Bourque has led marketing since the firm's early days. The team suggests a company operating at the intersection of consumer internet and financial distribution.
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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