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Welcome
SmartAsset is an online destination for consumer-focused financial information and advice, offering educational content and personalized calculators and tools, reaching over an estimated 59 million people each month (as of January 2025). The company also operates SmartAsset Advisor Marketing Platform (AMP), a national marketplace connecting consumers to vetted fiduciary financial advisors.
Spelling: SmartAsset is spelled as one word, with both the S and A capitalized.
*Other than application and licensing fees, SmartAsset did not provide compensation for the aforementioned awards.
Corporate Announcements
June 5, 2025 — SmartAsset Launches Industry-First Tool To Quantify the True Value of Financial Advice, The Financial Advisor Value Calculator
NEW YORK–June 5, 2025– SmartAsset, the nation’s largest marketplace connecting consumers to financial advisors, today announced the launch of its Financial Advisor Value (FAV) Calculator, a tool that quantifies the lifelong financial value an advisor can deliver to a client – marking the first tool of its kind in the industry.
Built on SmartAsset’s proprietary mathematical framework, the FAV Calculator allows both financial advisors and potential clients to input personalized financial data – such as age, income, net worth, retirement goals, and more – to generate a clear, dollar-value estimate of the long-term value of an advisor-client relationship. This addresses the ambiguous concept of the value of an advisor-client relationship, bringing transparency, clarity, and confidence to both sides of the relationship.
“Up till now, it’s been difficult to quantify the tangible value of financial advice,” said Michael Carvin, founder and CEO of SmartAsset. “Our Financial Advisor Value Calculator addresses that gap and offers a breakthrough in client education and transparency by giving advisors the tools they need to clearly articulate their worth and giving clients a window into how their lives can be transformed through smart financial guidance.”
The FAV Calculator stands apart from other models as it delivers the most articulate and comprehensive value framework the industry has ever seen, by offering:
– Lifetime dollar impact projections based on client-specific inputs
– Modular design that accounts for inflation, portfolio glide paths, retirement age, contribution rates, and withdrawal strategies
– Micro and macroeconomic integration, blending personalized planning with the broader financial landscape
The calculator not only highlights the real financial value for clients, but it also enables advisors to clearly articulate the impact they can deliver in a way that drives trust.
The FAV Calculator is now live and available to financial advisors and consumers. For more information and to try it out, visit: https://smartasset.com/financial-advisor/financial-advisor-value-calculator
March 26, 2025 — SmartAsset’s Advisor Marketing Platform (AMP) Surpasses 89,000 High-Value Referrals Delivered to Financial Advisors
NEW YORK–March 26, 2025– (View article here)–SmartAsset, the nation’s largest marketplace connecting consumers to financial advisors, is celebrating a year of success for its Advisor Marketing Platform (AMP), which has revolutionized client engagement and lead generation for financial advisors.
AMP provides advisors with a fixed range of referrals over six- or twelve-month subscriptions, helping them grow their businesses efficiently. Since its launch in March 2024, AMP has supported its platform financial advisors by delivering over 89,000 referrals with an estimated average assets under management (AUM) of $986,000 per lead. The outcome-driven platform has successfully connected advisors with high-intent consumers while streamlining prospecting through an advanced suite of automation tools and analytics-driven insights.
“SmartAsset AMP has been instrumental in helping me efficiently grow my client base. Unlike other lead generation services I’ve tried in the past, AMP consistently connects me with engaged, high-intent prospects, making my outreach more productive. Since using AMP, I’ve averaged 1-2 closed clients per month from 50 generated leads, a game-changer for a young advisor like myself,” said TJ Tamura, Financial Advisor at Capitol Planning Group*.”
“The platform’s automation tools have saved me countless hours by streamlining follow-ups and improving client engagement, allowing me to focus on building relationships rather than chasing leads. Support from the account management team has also been exceptional, setting clear expectations from the start and helping me maximize my results. My overall ROI with AMP is 3.5x to date – and still growing.”
A key factor in AMP’s success is its proprietary outreach automation tools, which have helped to reduce advisors’ manual workload. By reducing the time-intensive process of follow-ups, AMP has empowered them to scale their email, text and phone call processes at a level that would not have been possible without the help of automation.
“The success of AMP in its first year underscores the demand for smarter, data-driven solutions in financial advisory services,” said Michael Carvin, founder and CEO of SmartAsset. “By delivering a consistent stream of high-intent referrals and equipping advisors with automation tools that help streamline client engagement, we are making it easier than ever for advisors to scale their businesses and ensure long-term growth and success.”
The platform also offers advisors Activity and Pipeline Reports, which provide comprehensive insights into lead engagement. These reports allow advisors to monitor prospect interactions, assess the overall health of their revenue pipelines, and refine their lead nurturing strategies. Historically, such advanced analytics were not readily available to many advisors, making AMP an industry-first solution at scale. By eliminating the need for manual tracking, AMP has improved efficiency and effectiveness in the advisor-client relationship process.
As SmartAsset continues to enhance AMP’s capabilities, the platform remains committed to supporting financial advisors with the tools they need to acquire new clients and retain existing ones more easily. For more information about SmartAsset AMP, visit: https://get.smartasset.com/advisor-marketing-platform/
May 8, 2024 — SmartAsset Celebrates More Than $1 Billion in New Assets Under Management Facilitated for Pure Financial Advisors
NEW YORK–May 8, 2024– (View article here)–SmartAsset, the web’s largest marketplace connecting consumers to financial advisors, announced Pure Financial Advisors, LLC (“Pure”) has reported generating more than $1 billion in new AUM through its SmartAsset partnership, with another several hundred million in its pipeline. Pure’s accomplishment provides another proof point of SmartAsset’s ability to drive organic growth and help its partner firms build enterprise value.
“Generating over $1 billion in new AUM – approximately 1,000 new clients – is a clear indication of the quality of Pure’s value proposition and also our ability to drive and scale organic growth for our wealth management partners,” said Michael Carvin, founder and CEO of SmartAsset. “Pure’s performance demonstrates that aggressive, double-digit organic growth rates are achievable in wealth management with dramatically better capital efficiency than M&A. Last year, our partner firms closed an estimated $34 billion in new AUM.** Wealth management firms with a good consumer offering, ready to commit to best practice, can exceed their growth ambitions.”
Since partnering with SmartAsset, Pure has grown to $6.29 billion in AUM (as of March 25, 2024), expanded from four locations – all in Southern California – to eight locations across four states and completed four acquisitions.
“Our team is proud to celebrate this achievement with SmartAsset,” said Joe Anderson, CEO & President of Pure.* “We have seen a remarkable return on investment and comparatively low client acquisition costs even as we’ve multiplied our spend over the years. Furthermore, we are notably more confident in our expansion plans in adding new advisors and entering new markets, as we’ve done in Seattle, Chicago and Sacramento, knowing we have a reliable partner like SmartAsset to support such growth efforts.”
Following the launch of SmartAsset’s new Advisor Marketing Platform (AMP), Pure expects to expand on the partnership to generate more qualified leads and provide more value-added services for existing clients.
“We intend to not just continue to partner with SmartAsset but to increase the magnitude and scope of our partnership as we continue on our growth journey and mission of providing fee-only, credentialed financial education, planning, and investment advice to all those in need of it,” Anderson said. “SmartAsset has given us a new medium by which to access people who need our services and help, and our goal is to continue increasing that access in existing and new markets and in new and innovative ways with SmartAsset’s help.”
March 5, 2024 — Introducing SmartAsset AMP, the Advisor Marketing Platform Helping Advisors Acquire New Clients And Grow Their Business
NEW YORK–March 5, 2024– (View article here)–SmartAsset, the web’s largest marketplace connecting consumers to financial advisors, today launched a new growth platform for financial advisors that helps them acquire new clients and retain existing ones more easily.
The SmartAsset Advisor Marketing Platform (AMP) is an outcome-driven platform set to redefine the prospecting process by providing advisors with an all-inclusive client engagement platform that will deliver a fixed range of referrals over a six or twelve-month subscription.
Available in three plan levels – Discover, Accelerate and Scale – SmartAsset AMP allows advisors to access referral generation, nurture campaigns, automated calling and texting, and live connections – all for a simple monthly subscription. At every plan level, SmartAsset AMP will enable advisors to grow confidently with clear expectations around bottom-line drivers like client conversion, meeting set rates, assets under management (AUM) targets and more.
In The News
2023 Archives
- September 1, 2023: CNBC – These are the most and least expensive U.S. airports to fly out of—JFK, LAX didn’t make either list
- July 27, 2023: Business Insider – Why Americans making over $200,000 are flocking to Idaho and Montana
- July 13, 2023: Bloomberg – How Much Income You Need to Crack America’s Richest 1%
2021 Archives
- April 8, 2021: Axios – Millennials really want to live in Denver
- April 2, 2021: Thrive Global – Chris Sonzogni of SmartAsset: “Make sure that the advisor is working for you”
- March 29, 2021: CNBC – Living in these 9 states means you don’t pay income tax, but here’s what to watch out for
- March 22, 2021: Fox Business – Bank branches to disappear by 2034: new research
- March 1, 2021: Financial Advisor Magazine – SmartAsset Hires Tech Chief To Upgrade Advisor Marketing Platform
- February 22, 2021: Fast Company – These are the best cities for women working in tech
- February 2, 2021: Forbes – What Women Need To Do Now To Protect Their Finances In Their Golden Years
- January 18, 2021: VOX- Terrible financial advice is going viral on TikTok
- January 9, 2021: Fox Business – Working from home is best in these cities: Report
2020 Archives
- December 18, 2020: Forbes – How Technology And Diversity Are Changing Construction (For The Better)
- December 11, 2020: Fox Business – These cities have the best manufacturing jobs in 2020: Report
- December 9, 2020: CNBC – These are the 10 best U.S. cities for women entrepreneurs, according to new report
- December 1, 2020: Fox Business- Women entrepreneurs have it best in these metro areas: report
- November 11, 2020: CNBC – These are the best states for veterans to live and work in 2020
- October 28, 2020: Money Talks News – The 10 Best Cities to Celebrate Halloween 2020
- October 21, 2020: Fox Business – Here are the fastest-growing jobs in every state this year: report
- October 18, 2020: Business Insider – The 25 best states for living a middle-class lifestyle in the 2020s
- October 8, 2020: Fox Business – Here’s where first-time homebuyers should look for real estate: report
- September 19, 2020: Fox Business – The fastest-growing jobs for women in the US this year include construction, delivery
- September 13, 2020: Fox Business – These are the best, worst states for homeowners in 2020: report
- August 8, 2020: New York Times – What Scares Salem? October Without Halloween
- August 7, 2020: Fox Business – Here are the best cities with career opportunities during the coronavirus recession
- July 23, 2020: Fox Business – Rich millennials are moving to these states: Report
- July 16, 2020: MoneyTalksNews – The 10 Best Cities to Buy an Affordable Family Home
- July 11, 2020: Fox Business – These are the fastest-shrinking jobs in all 50 states: Report
- July 1, 2020: Thrillist – New Report Reveals the States With the Worst Drivers in America
- June 22, 2020: FA Mag- 4 Questions With David Frisone Of SmartAsset
- June 18, 2020: Forbes- Savannah, Georgia Is Offering A Relocation Incentive To Lure Tech Workers
- June 16, 2020: Business Insider – Millennials are abandoning NYC and San Francisco and moving to these 10 cities instead
- May 20, 2020: Financial Advisor Magazine – Top 10 Cities Where It’s Better To Rent Than Own
- May 14, 2020: Business Insider – The pandemic spurred Americans to finally start saving money, but it’s unclear how long the new habit will last
- April 26, 2020: CNBC – These 10 U.S. cities have the highest percentage of people receiving stimulus checks
- April 24, 2020: Fast Company – Paycheck Protection Program funding: Here’s the latest update for small businesses and lenders
- April 9, 2020: Fox Business – These cities have the most, fewest people who can work remotely
- March 16, 2020: Fox Business – Amid coronavirus, recession-resistant cities ranked
- March 10, 2020: Business Insider – The top 25 recession-proof cities in the US
- March 6, 2020: Fox Business – The best cities to sell a house this year are in Colorado, Arizona
- February 20, 2020: FOX Business – The best states for college are focused in this region
- February 14, 2020: Bloomberg – New York and San Francisco Tech Industries Are Leaving Women Behind
- January 29, 2020: Insider – 15 of the best US cities for a weekend trip
- January 28, 2020: Thrillist – These Are the Most In-Demand Jobs for Bachelor Degree Holders Right Now
- January 25, 2020: The Motley Fool – This Lifestyle Change Can Save You $9,000 a Year
- January 18, 2020: CNBC – Americans are flocking to these 10 cities where salaries have risen 25% or more in the last 5 years
- January 15, 2020: Forbes – How To Find The Right Employer For You In 2020
