About us

We are committed to publishing the most accurate and actionable advice, personalized calculators and educational tools to help people navigate life’s big personal finance decisions.

Helping people make smart financial decisions.

What we do

SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors.

How we do it

Reaching approximately 75 million* people each month through educational content and personalized calculators and tools, SmartAsset is an online destination for consumer-focused financial information and advice. To extend our mission of helping people make smart financial decisions, we also operate SmartAdvisor to assist our vast audience with the types of decisions that are best informed by financial planning professionals.

*As of September 2021.

How we help financial advisors

SmartAdvisor is a national marketplace connecting consumers to financial advisors.

Building on SmartAsset’s relationship with millions of investors, SmartAdvisor connects financial advisors directly with prospects who meet their ideal client profile. Our algorithm matches consumers with up to three fiduciary financial advisors based on (1) geographic location, (2) amount of investable assets, and (3) whether the RIA/IAR and the user are both willing to work remotely.

In 2020, SmartAdvisor helped financial advisors close more than $10 billion in new assets under management (AUM). To learn more about how the platform helps advisors grow their business, click here.

Our Values

We Empower Users

Our financial insight empowers our users.

We Collaborate

We value people's talent, ideas, and voices.

We Rise & Adapt

We rise and adapt to deliver.

We Trust Each Other

We have trust in what we do and in one another.

Data Fuels Our Decisions

Data shapes our goals and drives our actions.

What we do

SmartAsset is an online destination for consumer-focused financial information and advice that powers SmartAdvisor, a national marketplace connecting consumers to financial advisors.

Financial Advisor