SmartAsset

SmartAsset is an online destination for consumer-focused financial information and advice. Founded in 2012 and headquartered in New York City, the company offers free, automated and personalised financial tools and connects consumers with vetted financial advisors across the United States.

Its engineering work spans several domains: financial calculators and modelling, personalisation and recommendation engines, online marketplace platforms, and the delivery of content and interactive tools at scale. Two products anchor the business. Financial Calculators and Tools cover mortgages, retirement, taxes and investing, and reach approximately 75 million people each month. The SmartAsset Advisor Marketing Platform (AMP) is a national marketplace matching consumers with vetted financial advisors.

The company raised $110m in a Series D round in 2021, the year it achieved unicorn valuation, and it ranks on Y Combinator's Top 100 Companies list. Its work has been covered by the Wall Street Journal, CNN, TechCrunch, The New York Times and CNBC. The stated mission is to empower people to make smart financial decisions.

Industry verticals served include personal finance, mortgage lending, retirement planning, tax planning, investing and wealth management. Operations are centred on New York City, with marketplace coverage spanning the United States.