Acquisition
Apr 2023SmartAsset announced the acquisition of DeftSales, its first acquisition, to expand advisor prospect engagement automation.
SourceMarketplace connecting consumers to financial advisors.
Company research
Public company, workplace, funding, and market signals
Updated Jul 29, 2026
Overview
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
122 E 42nd St., Suite 4300, New York, NY 10168-4201
535 5th Ave, 30th Floor, New York, NY
122 East 42nd Street, New York, NY 10168
535 5th Ave Fl 30, New York, NY 10017
New York, New York, United States
Business model
free consumer financial content and calculators
advisor lead-generation marketplace
advisor subscription software (AMP)
Funding
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
People & investors
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
Andrew Vigneault
Brendan Wallace
Citi Ventures
CMFG Ventures
Contour Venture Partners
Denis Grosz
Fabrice Grinda
FJ Labs
Focus Financial Partners
IA Capital Group
Javelin Venture Partners
New York Life Ventures
North Bridge Venture Partners
Peterson Ventures
Quotidian Ventures
SV Angel
Transamerica Ventures
TTV Capital
Y Combinator
Work & culture
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
medical, dental, and vision insurance
401(k) with employer match
equity / RSUs
FSA and HSA options
company-paid life and AD&D coverage
short-term and long-term disability options
generous vacation, sick, and parental leave
employee assistance program
home office stipend
pet insurance
financial literacy mentoring program
Product & market
Pricing
Free consumer tools; advisor-side subscription / lead-generation pricing through AMP, with tiers and contract-based referral packages
Differentiators
- —large consumer audience and high-intent traffic
- —vetted fiduciary advisor matching
- —free calculators plus editorial/research content
- —advisor-facing AMP subscription platform
- —two-sided marketplace that connects consumers and advisors
Technology
Python
FastAPI
React
Node.js
Java
AWS
Kubernetes
EKS
ECS
PostgreSQL
MySQL
Aurora
Git
Terraform
CloudFormation
OpenTelemetry
headless WordPress
CI/CD
Streamlit
Gradio
Customers
consumers seeking financial advice
financial advisors
fiduciary advisors
RIAs / wealth management firms
Competitors
NerdWallet
Bankrate
Zoe Financial
Raisin
Own Up
ValuePenguin
Scale & contact
Estimated revenue
$100M-$150M
Estimated monthly visits
5.2M
Traffic estimate as of Jun 2026
Signals & risks
Other
Apr 2026Citywire reported that SmartAsset was exploring a sale and had retained Moelis as financial advisor.
SourceLatest news
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.
Jobs and careers at SmartAsset
3 jobs at SmartAsset
Senior Associate, PR
On-site
Public Relations
United States
5d ago
On-site
Full-time
Advisor Marketing Senior Manager
On-site
Marketing
United States
1mo ago
On-site
Full-time
Senior Software Engineer
Remote
Engineering
Remote
2mo ago
Remote
Full-time