# SmartAsset

SmartAsset is an Asset Manager based in New York, United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** New York, United States
- **Region:** North America
- **Address:** 122 E 42nd St., Suite 4300, New York, NY 10168-4201, United States
- **Assets under management:** Undisclosed
- **Website:** smartasset.com
- **LinkedIn:** https://www.linkedin.com/company/smartasset-com

## Regulatory record

- **CRD number:** 307375
- **SEC file number:** 801-118374
- **Registration status:** Registered
- **Reports private funds:** No
- **IAPD record:** https://adviserinfo.sec.gov/firm/summary/307375

## About

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.

## Sectors

- FinTech
- Enterprise Software

## People

- Michael Carvin — Chief Executive Officer & Co-Founder

## 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.

## Related profiles

- [Flywire](https://altss.com/profile/flywire)

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Last updated: 2026-08-11T15:08:11.274Z

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