SmartAsset Reviews

I was part of a pilot program that was offered through my firm, and it went well. SmartAsset allows me to delegate some of the prospecting and helps me grow my business by looking for people who might have questions, and maybe help them. It's a little expensive, but in two years, maybe the pain points will be different. My experience has been straightforward, though there's a little bit more room for improvement on how the data gets downloaded. When you download the data to put it into my own software, and in this case, just an Excel spreadsheet, the survey questions and answers download in just one big file, and you can't spread it out. So, I have to go in and manually copy and paste and delete. It might be easier on my end, but I'm a millennial, so I'm somewhat techie. A cleaner format to download data into Excel, which is probably what a lot of younger advisors who aren't paying for software are using, would be useful.

We use SmartAsset on the advisor side, and they send us leads. It's been good. It's changed a little bit over time, but it's been beneficial for us. It's a numbers game. It's a classic thing that sometimes people go on there, and they're looking for estate work, or they're looking for taxes, which is different than investment management, wealth management that we do. But we've got some great clients and good leads from them.

SmartAsset reached out to me and I listened to their objective. I thought maybe I could use them to help me find new people who might need my help. It has worked good for the most part. Sometimes the people who are inquiring are looking for different things than what gets filtered to me. Sometimes people are looking for estate lawyers or accountants and not necessarily financial advisors. So that would probably be one thing that could be improved. The biggest thing is better qualifying of what they might be looking for, because sometimes you get people who are just not serious about it or they clicked on a link they might have seen on a Facebook page. But the service has gotten me in front of more people who need my services. It’s been another tool for me to prospect and find new clients.

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 is one of five lead services that were available to us. We decided to check them out and it's been a really good process on both ends. We have warm-ish leads and numbers to call and we've gotten some assets over through it. So, it's been a good deal for everyone. Everyone's super responsive. When we need something, we have it. If there's a question, it's answered. Our manager, Anthony, has been really good to us as well. The service has been very high quality and it's impacted us well. What they promise is what they deliver and we were able to meet with clients and get more. So, it's been a good experience overall.

I love SmartAsset. I met them at a conference in 2018. They're a lead generation service and it delivered as I expected. They're the reason I started my own business and I'm extremely satisfied with them. I pay them a fee and they send me 30 leads a month. Then what I do with those is kind of more my business, not theirs. So far, I've generated about $70 million in assets and $100,000 in new revenue this year with their help. You could always criticize the quality of leads and say they could be better. But for every dollar I'm spending on marketing, I'm generating dollars of reoccurring revenue. So, from that side of things, SmartAsset is working as promised.

SmartAsset's service has been good. They've closed a lot of business and brought a lot of money over. The only thing is we get a lot of other advisors calling the same number, but that's going to be anywhere. Overall, working with SmartAsset takes some work. You got to do a lot of follow-up, but it can definitely benefit your business.

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 sought out SmartAsset as a secondary source for finding clients and prospects and setting everything up went great. Tyler has been handling my account and he’s been extremely helpful. He meets with me consistently, so that has been going very smoothly. The communication I get from SmartAsset has been very good. The platform itself has had its ups and downs. I’ve run into a lot of people where I’ll call them and they’ll say they’re not looking for a financial advisor, or they clicked on a link and filled out the survey without realizing what it was. But SmartAsset has met my needs from the lead sourcing perspective. In terms of the quality of the leads, it’s been so-so.

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.

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.

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.

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've had two reps so far, but communication has been pretty good. The service has been pretty good too. It matches what they told me it would be. SmartAsset works if you're trying to build a business.

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.

SmartAsset has been very helpful in getting everything implemented. It has been smooth and easy. Quality of service from the SmartAsset team is good. Any questions or updates I need to make, they’re prompt at fixing it and doing whatever I need. Quality of leads is a different story. I pay for 13 to 17 leads per month. I get some of them. A lot of people, I never get on the phone.

I pay SmartAsset for leads. I wanted additional prospect flow. Their customer service team is responsive, although they do have some staff turnover. The service has not been outstanding, but it's okay.

I was looking for a funnel type program, someone who has ads out that I can be a part of, because the ads are successful and if I put my own ads out, I would get way too many clients. I wanted to just be a piece of a company that's doing well and sourcing through a funnel system. So, that caused me to seek out SmartAsset. Their service has been excellent and I'm satisfied with them. I'm comfortable with their process and their sales rep describes what are available. The sales connection is fine. If there are live calls that come in, the script seems to be reasonable, so everything's fine with that.

I wanted to find ways to grow our advisory business. I was introduced to SmartAsset through our firm's initiative and I have been using it ever since. Their service has been great and I have no complaints. It's been a positive ROI investment for generating leads and clients over the last few years. It's extremely easy to work with them, especially the way they could bill our profit and loss statement through Edward Jones. So, it's very seamless. But it seems like they have a lot of turnover from their reps that are assigned to us.

We had an introductory call with SmartAsset about their services and it was intriguing to our practice to use their services. We got them since May this year and it’s been good. It’s lead generation and it comes with its own challenges, but I would put that on me and not them. I would have preferred that there was a little bit more guidance for somebody that’s new to sales, like coaching for cold calling more than just scripts.

From a few years back, Edward Jones had partnered with the SmartAsset team. It was like for lead generation, and I wanted to test them out. I've used it for a few years now and just a handful of leads would be coming through. It’s been breakeven in terms of the ROI. Since then, it's been a little lacking. I've had a lot of leads I've had to replace like for a disconnected phone number or a gibberish email. 'Cause every lead, even the small ones, still costs money. So, if there were 10 leads, 5% might lead to something. So, it's a little daunting. And there's plenty of ones where after reaching out, 'cause I do feel comfortable with my contact plan, they would never pick up or would wonder why they got the call..

SmartAsset is a lead generation platform that is reliable. The service has worked all right. They’ve provided the lead amounts that they promised and they’ve delivered on expectations that they’ve set upfront. Lead generation’s never perfect but it’s delivered above average leads.

SmartAsset has given me some leads and I have connected with a couple of people. I haven’t gotten any business from it yet but I have had folks respond and follow up with questions. So, it’s more than not getting anything at all.

I’ve been using SmartAsset for a year now and the quality of the service has been excellent. Signing up was very easy with a credit card and using DocuSign.

We were with SmartAsset for two years but we’ve terminated our agreement. The price was fine but the service didn’t really work. I learned that you get what you pay for. So we were really better off paying more money for a better service.

We’ve been using SmartAsset for three months. So far, we’re not surprised by the results. On a scale of 1 to 10, it’s a 5 or 6. We would like better quality leads but it’s a hit and miss situation. For the most part, we’re getting people that generally fit the profile that we had added up for. It could be better, but we’re still paying and we’re not worried about it.

The quality of service is about a B- and it could be better. But our account representative was very good with on-boarding. He provided tools and clarity and stayed with us for good service. We went with SmartAsset to get qualified leads, and we got quality leads.