SmartAsset
Founded Year
2011Stage
Biz Plan Competition | AliveTotal Raised
$158.62MValuation
$0000Last Raised
$1M | 2 yrs agoMosaic Score The Mosaic Score is an algorithm that measures the overall financial health and market potential of private companies.
-19 points in the past 30 days
About SmartAsset
SmartAsset is a financial decision-making platform that operates in the personal finance and investment advisory sectors. The company offers a range of tools and services designed to empower individuals to make informed financial decisions, including personalized calculators for taxes, home buying, and retirement, as well as a service to match users with vetted financial advisors. SmartAsset primarily serves individuals seeking financial planning and investment advice. It was founded in 2011 and is based in New York, New York. It is a subsidiary of Financial Insight Technology.
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ESPs containing SmartAsset
The ESP matrix leverages data and analyst insight to identify and rank leading companies in a given technology landscape.
The wealth management prospecting and lead generation platforms market provides technology solutions that enable financial advisors to segment, prioritize, and engage with potential clients. These platforms leverage AI, data analytics, and client profiling to identify high-potential leads, offer insights into client behavior, and optimize engagement strategies. Key features include relationship ma…
SmartAsset named as Challenger among 12 other companies, including HubSpot, Seismic, and Nitrogen.
SmartAsset's Products & Differentiators
SmartAsset
The lifeblood of our business is consumers, and SmartAsset continues to attract new and existing readers by providing fresh, accurate and in-depth financial advice in the form of free articles, guides, reviews, calculators and other helpful tools. SmartAsset started as a site for people looking for answers to life’s big financial questions like: how much house can I afford or how much money do I need to save for retirement?
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Expert Collections containing SmartAsset
Expert Collections are analyst-curated lists that highlight the companies you need to know in the most important technology spaces.
SmartAsset is included in 4 Expert Collections, including Unicorns- Billion Dollar Startups.
Unicorns- Billion Dollar Startups
1,276 items
Wealth Tech
2,424 items
Companies and startups in this collection digitize & streamline the delivery of wealth management. Included: Startups that offer technology-enabled tools for active and passive wealth management for retail investors and advisors.
Financial Wellness
245 items
Track startups and capture company information and workflow.
Fintech
9,653 items
Companies and startups in this collection provide technology to streamline, improve, and transform financial services, products, and operations for individuals and businesses.
Latest SmartAsset News
Jul 8, 2025
The fintech provider ranked 44 states by assets under management available per SEC-registered adviser. Reported by A study from fintech company SmartAsset Advisors LLC has made it easier for registered investment advisers to go where the money is, ranking 44 U.S. states with available data by the potential assets under management available per SEC-registered adviser. Although consumer demand for advisers changes from state to state, the report found that this does not “necessarily tell the whole story of the potential assets under management at stake” and the level of competition in the industry. According to its analysis, while much of the industry prioritizes client demand or high-net-worth density, SmartAsset’s ranking divided the total household net worth (excluding home equity) by the number of active investment advisers in each state. The answer to that equation revealed where in the country advisers could see the greatest return on investment when it comes to their time and marketing spend, if they focused on prospects in that particular state. Top States for Advisers According to the study, Hawaii and Maine ranked Nos. 1 and 2 as the states with the most potential AUM available per adviser registered with the Securities and Exchange Commission. With almost three times that of the No. 2 state, Hawaii offers the largest consumer AUM per active adviser at $917.5 million. According to the study, the state has 140 active investment advisers, as of June 2025. Maine ranked second for potential AUM available per adviser, with more than $501 million available for its 162 active RIAs. Five other states have more than $100 million in potential AUM available per adviser, in addition to Hawaii and Maine: New Mexico ($200.9 million), Mississippi ($136.9 million), Washington ($120.0 million), Montana ($104.6 million) and Idaho ($103.9 million). The last three states to round out the top 10 are Virginia ($89 million), West Virginia ($89 million) and Kentucky ($85 million). When it comes to competition and oversaturation, RIAs in New York and Missouri have it the worst. The latter state’s residents only have a potential maximum of $2.1 million to be managed per active adviser, the lowest average of the 44 states studied, according to the report. Although New York is home to the most active investment advisers of any state with more than 146,000, the state ranked second to last for most AUM available per adviser, with an average of $2.7 million on the books. Tags
SmartAsset Frequently Asked Questions (FAQ)
When was SmartAsset founded?
SmartAsset was founded in 2011.
Where is SmartAsset's headquarters?
SmartAsset's headquarters is located at 122 East 42nd Street, New York.
What is SmartAsset's latest funding round?
SmartAsset's latest funding round is Biz Plan Competition.
How much did SmartAsset raise?
SmartAsset raised a total of $158.62M.
Who are the investors of SmartAsset?
Investors of SmartAsset include Stagwell, Javelin Venture Partners, TTV Capital, TruStage Ventures, New York Life Ventures and 16 more.
Who are SmartAsset's competitors?
Competitors of SmartAsset include Zoe Financial and 8 more.
What products does SmartAsset offer?
SmartAsset's products include SmartAsset and 2 more.
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Compare SmartAsset to Competitors
Zoe Financial provides a wealth management platform connecting individuals with financial advisors across various sectors. The company offers a service to match clients with vetted, fiduciary financial advisors and provides a platform for managing wealth. It serves individuals with personalized financial planning and investment management services. It was founded in 2016 and is based in New York, New York.
Conductiv is a technology company focusing on lending operations within the financial services sector. The company offers a platform for digital data collection, lending guidance based on AI, and loan approvals to facilitate the lending process. Conductiv serves banks and credit unions, to address manual work, fraud, and lending times. It was founded in 2019 and is based in Long Island City, New York.
Credit Sesame is a financial technology company that focuses on providing tools for managing and improving personal credit. The company offers services including daily credit-score updates, credit report summaries, credit monitoring alerts, and actions to improve credit scores. Credit Sesame also provides access to various financial products such as credit cards, loans, digital banking services, and insurance. It was founded in 2010 and is based in Mountain View, California.
Emotomy is a company that focuses on risk-aware investment strategies within the asset management industry. They offer a range of asset management services, including the management of index equity and investment strategies designed to optimize liquidity and returns in various market environments. Emotomy primarily serves sophisticated investors such as institutional tax-exempt clients, endowments, and foundations. It was founded in 2006 and is based in Chicago, Illinois. Emotomy operates as a subsidiary of Belvedere Advisors.
Partyou offers a digital platform for college students where they can manage their finances, make payments, and shop online. It is based in Sao Paulo, Brazil.
FMG Suite specializes in digital marketing tools and content creation for the financial advisory sector. The company offers a marketing platform including customizable websites, multimedia content, and a suite of automated tools designed to help financial advisors and insurance agents grow their businesses. FMG Suite's products are tailored to support the marketing and compliance needs of financial advisors, registered investment advisors (RIAs), broker-dealers, wealth management firms, banks, credit unions, and insurance agencies. FMG Suite was formerly known as Faulkner Media Group. It was founded in 2011 and is based in San Diego, California.
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