SmartAsset
YC S12YC Top CompanyNew York City, US · 210 employees · 13 known investors
Fisher Investments is a global money management and financial advisory firm that provides portfolio management, financial planning, and retirement planning services primarily to high-net-worth individuals and institutional clients. The firm manages investments across equities, fixed income, and blended accounts using an active, forward-looking investment approach.
Also known as SmartAsset.com
Founders & leadership· Y Combinator alumni (S12)
Investors · 13
Company profile
researched Aug 2026SmartAsset operates a consumer personal finance website that combines editorial content and calculators with an advisor matching service. Consumers answer a questionnaire (the "advisor match quiz"), review vetted fiduciary advisor matches serving their state, and can hold introductory calls with those advisors at no cost. The matching service is presented as free to the consumer.
The site also publishes a library of guides, calculators, reviews and rate information across retirement, taxes, investing and banking, mortgages, estate planning and trusts, including an "Ask an Advisor" format in which advisors answer reader questions, and a "SmartReads" content stream covering topics such as portfolio optimization, bypass trusts, HSAs, life insurance and dividend reporting. A newsletter, SmartMoney Minute, is distributed to subscribers.
On the supply side of the marketplace, SmartAsset sells investor referrals to registered investment advisors and financial advisors seeking high-net-worth clients through a product called AMP, which the company positions as connecting advisors with high-intent investors.
Business model
Two-sided marketplace: free consumer-facing content, calculators and an advisor matching quiz attract investors, while registered investment advisors and financial advisors pay to receive investor referrals and leads through the AMP product.
Monetization comes from the advisor side of the marketplace via investor referral/lead generation subscriptions (AMP) sold to RIAs and financial advisors; the consumer matching service is offered at no cost.
Traction
The company states that over 50,000 investors visit the site each month looking for fiduciary advisors, that thousands of advisors use the platform to connect with investors monthly, and that its SmartMoney Minute newsletter reaches more than 850,000 readers.
▸Full profile — market position, go-to-market, geography
Market position
Positions itself as a free, nationwide advisor-matching platform pairing vetted fiduciary advisors with high-intent investors, supported by a large personal finance content and tools library.
Go-to-market
Inbound acquisition through search-oriented personal finance content, calculators, guides and rate pages, converted via an advisor matching quiz, plus an email newsletter; advisors are acquired through a self-serve sign-up flow for the AMP referral platform.
Consumers and retail investors researching retirement, tax, estate and investing decisions — including individuals with substantial savings or liquidity events — and, on the paid side, RIAs and financial advisors seeking high-net-worth clients.
Geography
United States, with advisor matching available across all 50 states and Washington, D.C.; headquarters in New York City.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 6
by search overlap
Companies competing with SmartAsset for the same Google search keywords, organic and paid, via search-intersection analysis.
In the news
▸Research sources · 1
primary sources listed
- SmartAssetsmartasset.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does SmartAsset do?
- SmartAsset is a personal finance platform that matches consumers with vetted fiduciary financial advisors and publishes financial tools and guides.
- Who founded SmartAsset?
- SmartAsset was founded by Michael Carvin.
- Who are SmartAsset's investors?
- SmartAsset's investors include Contour Venture Partners, Evolution VC Partners, Fitz Gate Ventures, Gray Ventures, IA Capital Group, Javelin Venture Partners, New York Life Ventures, Peterson Ventures and 5 more.
- Where is SmartAsset headquartered?
- SmartAsset is headquartered in New York City, US.