SmartAsset Reviews

We've been using SmartAsset since July 2025. They've been really wonderful in supporting their product and interfacing from an account management standpoint. We are satisfied with the service. The cost per lead hits the mark. But the expectation setting for leads is always something that they're gonna struggle to set well enough for the consumer like us. A lot of people filling out online forms don't have a complete understanding of what's gonna happen immediately afterward. So, you are getting cold or warm outreach from three different advisor firms within 10 minutes of completing that form. That's a little bit startling. But it's just the name of the game. For the people we do have successful conversations with, it's worth our time.

I was looking for a new stream of leads and decided on SmartAsset. I'm moderately happy with it. The process is good and they do a good job with the online platform too, but it’s hard to compete with larger firms that are more aggressive with calling people. I wish that there was a better process where the leads didn't get bombarded all at once, and there was some staging, where an advisor got to call one day, and then the next advisor the next day, rather than five people calling you in the next hour. It turns off a lot of people. Overall, I get what I'm paying for but it's challenging. It's gonna take some time and I have to put in the effort, but it's possible.

SmartAsset uploads the leads to the website and then I reach out to them. So it's like a lot of other prospecting strategies with cold leads. They're a little bit warmer, you try to get in touch with them and take it from there. The service has been good. If I ever need anything from them, they're always there. I'm pretty self-sufficient, so I don't have to reach out to them a ton. But if I need to, I always have contact. SmartAsset is a decent prospecting tool. It's an okay way to get some leads that are a little bit warmer.

My company offered an opportunity to help boost leads and see another prospecting avenue thru SmartAsset services. They were getting rid of the program and I was able to get in before they eliminated the program and been using it ever since. With any normal service, you'll have a couple of hiccups here and there. But overall, their service has been great and I can't complain. Step by step, they have a process that they have as well as one that they have built with my company. And in working through those steps, they were very helpful in guiding me through each step to make sure that I was prepared before I started and that everything was by the book in the right way. They have been really good about remediating any issues when they can and to this point, they have met my needs.

I was trying to expand my business and I wanted to try something to qualify leads, and people going on and filling out questions. Overall, the services with SmartAsset worked very well. The process was very smooth. If I have questions, I can call and get somebody on the phone and every once in a while, somebody gives me a call to see if I need anything. They also do some online different topics they talk about if you wanted to get on one of those. I usually don't do that, but overall, it's been very smooth and been very helpful. The leads themselves, even though people go online, it's still hard to get them on the phone when I call them for them to answer the phone. But that's just the way it is in this day and age. When I do get them over time, I get my share of accounts, and over time, it's worked out very well, even though it's still hard to get people on the phone. But that's nothing to do with the quality of service, it's just the procedure.

My experience with SmartAsset has not been terrible, but it's not great. Still, it's probably one of the best services out there. So far, not one person I contacted with SmartAsset for three months wanted to really speak with an advisor. They all felt they were tricked into filling out an online form to get their information. So, they felt like they were promised a brochure, promised a guide or promised some information, and then next thing you know, three people are calling them. That's not only SmartAsset. That's everybody. I've gotten several services and they're all that way. The one thing SmartAsset does a really good job versus some of the others is, most of the people do have the assets that SmartAsset believes they have. So, that's good.

I've been very happy with SmartAsset. Signing up was very straightforward. They were very fair and reasonable in setting expectations. Then the support that's offered is more than adequate if you're willing to put the time in.

We were looking for new lead generation for our wealth management business and I sought SmartAsset’s services. It hasn’t been great but it’s not horrible. The client service representative checks in with us periodically. When I write him, his response time is not always great, but he responds. We have been able to find a limited number of new clients, and that has been positive. It is in the very long term going to be net positive from a revenue perspective. But the idea of fighting with other advisors with whom SmartAsset also shares information at the same time is a big turn-off for our prospects, because they are barraged with communications from multiple advisors at the same time. For many of them, they have them shut down. They throw their hands up in the air and think the whole thing is spam. So, it would be a lot better if we knew that we were not fighting with other advisors in real time, because in the end, the prospects don't like it.

I was trying to get some new business leads. I used SmartAsset and all their people have been fine to work with. But it was a hit or miss with them and in the last six months, the service has not been very good. The quality of the leads have gone down. I reached out to them and we just tweaked our message that we've been using. We also adjusted a bunch of things and the area that we were working, but they said they didn't know how to resolve the issue.

The people at SmartAsset have been very generous in helping us through a difficult season which we did not expect when we signed up for their service. We have found the leads to be excellent with some very impressive families using them to find the best advisor fit. The people who work at SmartAsset are caring and thoughtful. I highly recommend.