SmartAsset is an online platform and marketplace connecting consumers to financial advisors and providing accessible financial information and tools. SmartAsset reaches millions of users monthly with its educational content, personalized calculators, and resources aimed at helping people make smarter financial decisions.
How Does SmartAsset Connect Consumers with Financial Advisors?
At its core, SmartAsset operates SmartAsset AMP, a national digital marketplace that links individuals seeking financial guidance with fiduciary financial advisors. Using proprietary algorithms, SmartAsset matches consumers to up to three financial advisors who align with their investment goals and profile. By 2023, SmartAsset enabled advisors to close an estimated $34 billion in new assets, demonstrating significant influence in the advisor-client matching space.
Beyond its marketplace, SmartAsset offers a suite of online financial calculators, educational articles, and tools focused on personal finance topics such as retirement planning, tax strategy, home buying, and investing. This content is designed for everyday consumers making important financial decisions and has helped SmartAsset reach approximately 59 million people monthly (as of January 2024).
Who Uses SmartAsset?
The primary users of SmartAsset are U.S.-based consumers looking for guidance on personal finance topics or seeking to connect with vetted financial advisors. The platform also serves financial advisors, providing them with access to qualified prospects who fit their target client profile. SmartAsset’s tools and marketplace are utilized by individuals at various stages of their financial journey, from early-career professionals to retirees planning their estates.
Who Are SmartAsset's Competitors?
SmartAsset operates within the fintech and consumer finance marketplace, particularly in the financial advisor matching and lead generation sector. Key competitors and alternative platforms include:
- Edward Jones: National network of financial advisors with offices across the U.S.
- Morgan Stanley: Offers a platform to find financial advisors by specialty and location.
- Fidelity Investments: Connects users with Fidelity financial advisors for planning and investment management.
- Bank of America Private Bank: Provides access to private client advisors for wealth management.
- Ameriprise Financial: Helps users find local or virtual Ameriprise financial advisors.
- NAPFA: The National Association of Personal Financial Advisors, a leading network of fee-only advisors.
These companies and platforms similarly connect individuals to financial advisors, though SmartAsset differentiates itself through its scale of consumer reach, proprietary matching algorithm, and broad suite of personal finance tools.
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