SmartAsset announced the acquisition of DeftSales, its first acquisition, to expand advisor prospect engagement automation.
SourceMarketplace connecting consumers to financial advisors.
Public company, workplace, funding, and market signals
Updated Jul 29, 2026
SmartAsset is a New York-based, fully remote fintech and financial-information platform that helps consumers make smarter financial decisions through free content, calculators, and advisor matching, and sells SmartAsset AMP to connect advisors with high-intent prospects.
Primary product
SmartAsset AMP, the advisor marketplace / lead-generation platform, alongside free financial content and calculators
Founded
2010
Headquarters
122 E 42nd St., Suite 4300, New York, NY 10168-4201
Team size
201-500
Work style
Remote
Industry
Software Development
Sub-industry
Fintech / personal finance software
Offices
5 jobs at SmartAsset
Business model
Stage
Late-stage private
Total raised
$161.6M
Latest round
Secondary Market · Aug 2021
Aug 2021
Jun 2021 · TTV Capital
Jun 2018 · Focus Financial Partners
Sep 2016 · IA Capital Group
Mar 2016 · IA Capital Group
Mar 2014 · Javelin Venture Partners
Oct 2012 · Javelin Venture Partners and North Bridge Venture Partners
Aug 2012 · Y Combinator
Aug 2012
Leadership
CEO & Co-Founder
Chief Financial Officer
Chief Technology Officer
Chief People Officer
Chief Marketing Officer
Chief Data & AI Officer
Vice President, Sales & Account Management
Chief of Staff
Founders
Co-founder & former CTO
Investors
Mission-driven, collaborative, and data-driven; the company emphasizes trusting each other, adapting quickly, and using data to guide decisions while building products that empower users.
Work style
Remote
Compensation
Public job postings show remote roles with explicit salary bands and equity/RSUs, including examples such as $75k-$130k OTE for Account Executive, $140k-$180k base for Partner Development Manager, and $137k-$180k base for Senior ML Engineer, plus benefits.
Benefits
Pricing
Free consumer tools; advisor-side subscription / lead-generation pricing through AMP, with tiers and contract-based referral packages
Differentiators
Technology
Customers
Competitors
Estimated revenue
$100M-$150M
Estimated monthly visits
5.2M
Traffic estimate as of Jun 2026
Citywire · Apr 2026
Citywire reported SmartAsset was exploring a sale and had retained Moelis as financial advisor, citing sources familiar with the situation.
SmartAsset Press · Jun 2025
SmartAsset announced the Financial Advisor Value Calculator, a new tool intended to quantify the long-term value of financial advice for consumers and advisors.
PR Newswire · Mar 2025
SmartAsset said AMP had delivered more than 89,000 referrals since launch and cited an estimated average AUM of $986,000 per lead.
PR Newswire · Apr 2023
SmartAsset announced its first acquisition, DeftSales, to improve advisor prospect engagement and automation.
Business Wire · Jun 2021
SmartAsset closed a $110 million Series D led by TTV Capital, valuing the company at over $1 billion.