- SmartAsset is the nation's largest marketplace connecting consumers to fiduciary financial advisors, reaching over 59 million people monthly with consumer-focused financial information and tools.
- In June 2025, SmartAsset launched the Financial Advisor Value (FAV) Calculator, the first tool of its kind to quantify the financial value an advisor can deliver to clients, and has raised a total of $161 million across eight funding rounds, including a $110 million Series D in June 2021.
- SmartAsset's Advisor Marketing Platform (AMP) has delivered over 89,000 high-value referrals to financial advisors, with an average assets under management of $986,000 per lead, showcasing its effectiveness in client engagement and lead generation.
- Ideal buyers for SmartAsset include fiduciary financial advisors seeking efficient client acquisition solutions, as AMP addresses their pain points in prospecting and outreach, making it a critical tool for growth in a competitive market.
Sales and Support is the largest group at SmartAsset with well over half of all employees, underscoring the company’s emphasis on customer acquisition and assistance. Engineering is the next-largest function, followed by combined Marketing and Product teams, Finance and Administration, and Information Technology. Smaller groups such as Business Management, Human Resources, Editorial, and Operations round out the structure, each comprising fewer than ten employees. The spread suggests a classic growth-stage mix where go-to-market and technical capabilities receive the greatest staffing focus.
SmartAsset maintains a distributed workforce: approximately half of employees are listed under "Other" locations, signaling a sizable remote or flexible cohort. Among defined hubs, New York hosts the largest contingent, followed by smaller but notable presences in Austin, Denver, Atlanta, Houston, Los Angeles, Seattle, Raleigh, and Tampa. This geographic footprint indicates hiring across multiple U.S. markets rather than concentration in a single headquarters city.
