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Marketplace connecting consumers to financial advisors
SmartAsset is an online destination for consumer-focused financial information and advice. Reaching approximately 59 million people each month (as of January 2024) through its educational content and personalized calculators and tools, SmartAsset's mission is to help people make smart financial decisions. Additionally, SmartAsset powers SmartAsset AMP, a national marketplace connecting consumers to financial advisors. Building on SmartAsset’s relationship with millions of investors, SmartAsset AMP connects financial advisors directly with prospects who meet their target client profile. Our algorithm matches consumers with up to three fiduciary financial advisors. In 2023, SmartAsset helped advisors close an estimated $34 billion.
SmartAsset is a marketplace that connects consumers with vetted fiduciary financial advisors through a free matching service and interactive planning tools. It provides user-facing calculators and guides to help with financial decisions and then refers users to vetted advisors. The platform emphasizes fiduciary advisor matching and AMP (advisor marketing platform) for advisors.
Users complete a quiz to receive matched fiduciary advisor referrals. SmartAsset offers free financial planning tools and calculators (e.g., retirement, mortgage, taxes, investing, banking) and guides. Advisors are vetted and connected through the platform; the company also markets an AMP advisor marketing platform to help advisors attract clients. The service operates as a referral/matching platform focused on fiduciary advisors and provides educational content and resources alongside the matching experience.
Who it’s for: Consumers seeking financial planning and investment guidance who want to be matched with fiduciary financial advisors.
hiring/traction mentioned via advisor platform and monthly user traffic references
How SmartAsset’s homepage introduced itself over the years — each line is the page title the web actually saw, linked to that moment’s archived capture.
The online financial management service for everyone.
Financial wellness for the middle class
