SmartAsset Reviews
- We require contact information to ensure our reviewers are real.
- Our moderators read all reviews to verify quality and helpfulness.
- We use intelligent software that helps us maintain the integrity of reviews.
About SmartAsset
SmartAsset is an online destination for consumer-focused financial information and education, with a mission to help people make smart financial decisions. It also operates SmartAsset AMP (Advisor Marketing Platform), which helps connect consumers with fiduciary financial advisors.
- Patented AFM technology
- Matches you with financial advisors
- Free tools, resources and guides
- Information on financial topics only
- No set fees listed on website
What is SmartAsset?
SmartAsset’s goal is to offer transparent information and accessible tools that allow users to navigate important financial choices. Its staff is made up of data analysts, tech gurus and journalists committed to creating transparent content and providing easily accessible financial information and education. SmartAsset offers recommendations and helpful guides related to the following subjects:
- Homebuying
- Taxes
- Retirement
- Banking
- Credit cards
- Investing
- Education
- Loans
- Insurance
SmartAsset offers tools and resources across the site to help you make confident financial decisions, including:
- Calculators to help you figure out things like how much house you can afford, your federal and state income taxes and the potential value of your 401(k)
- Guides that break down major financial decisions, including mortgages, saving strategies and retirement planning
- Comparison tools that help match you with suitable mortgage companies or financial advisors
- Reviews and educational content created and reviewed by a team of financial professionals
How does the SmartAsset Advisor Marketing Platform work?
The SmartAsset Advisor Marketing Platform (AMP) is an end-to-end marketing solution for fiduciary advisors looking to grow their practice.
For financial advisors
AMP provides advisors with a client engagement platform that delivers a targeted number of referrals through a 6-, 12- or 24-month subscription.
The platform includes tools to help advisors manage and follow up with leads. SmartAsset’s Outreach Automation Tool (OAT) supports automated email, texting and call queues, while syncing activity and lead data with customer relationship management software to track response rates, scheduled meetings and pipeline activity.
AMP also includes additional engagement tools, such as Hello Pages, a feature that provides customizable landing pages with video introductions, scheduling features and engagement tracking, as well as automated newsletters with customizable content and analytics to track recipient engagement.
Advisors receive support from a dedicated account manager throughout the subscription. When available, SmartAsset can also facilitate introductions between advisors and matched consumers, known as Live Connections.
For consumers
AMP's questionnaire is designed to help consumers by matching them with fiduciary financial advisors based on geographic location, investable assets and willingness to work with a remote advisor.
How can SmartAsset help my finances?
SmartAsset offers a variety of tools and educational resources to empower you on your path toward financial well-being and goal achievement, including:
- Financial advisor matches: Connecting you with fiduciary financial advisors.
- Financial calculators: Tools for retirement, mortgage, taxes and more to aid decision-making.
- Investment and retirement planning: Interactive tools that can help you understand your investments and retirement savings.
- Educational resources: Guides and articles on taxes, saving, homebuying, investing and more.
SmartAsset then calculates all your tax return information and breaks it down in an easy-to-digest format while providing links to related resources and educational content from finance professionals.
SmartAsset FAQ
What is SmartAsset.com?
SmartAsset.com is a financial website that provides free tools and resources. It also matches users with financial advisors.
What does SmartAsset specialize in?
SmartAsset specializes in helping people make smart financial decisions. It operates SmartAsset AMP, which connects users with fiduciary financial advisors. In addition to this, it also provides educational content, interactive calculators and tools on its website to help guide users with their financial decisions.
Can I find a financial advisor with SmartAsset?
Yes, SmartAsset has a matching program that can help you find a financial advisor. Fill out a simple questionnaire on the website to get matched with a financial advisor that serves your area.
Is SmartAsset legit?
SmartAsset’s site is full of useful financial resources that can benefit users in every phase of life. The company's free guides and calculators are easy to access and use, and the website provides educational content from financial professionals. If you’re approaching retirement, trying to navigate tax issues or facing other financial decisions, visit SmartAsset’s website for free, comprehensive educational content.
SmartAsset Reviews
Filter by Rating
- (29)
- (44)
- (34)
- (7)
- (2)
Popular Mentions
- 4,860,171 reviews on ConsumerAffairs are verified.
- We require contact information to ensure our reviewers are real.
- We use intelligent software that helps us maintain the integrity of reviews.
- Our moderators read all reviews to verify quality and helpfulness.
A link has directed you to this review. Its location on this page may change next time you visit.
- 4,860,171 reviews on ConsumerAffairs are verified.
- We require contact information to ensure our reviewers are real.
- We use intelligent software that helps us maintain the integrity of reviews.
- Our moderators read all reviews to verify quality and helpfulness.
Reviewed March 12, 2026
I looked up SmartAsset online, did some research, and found out that they would connect me with potential clients. I had a couple calls where we discussed details, pricing, what I would get for what I pay for, and signed a contract. It was straightforward. The only thing that slowed it down was all my questions, but not bad. It's a lot of work to reach out consistently and try to get ahold of people. But SmartAsset has been one of my main sources of finding clients, so it has been extremely helpful. They delivered on what they said they would, and I went in with proper expectations. So, I've been happy. It's very much worth what it cost, but you have to go in with proper expectations. Listen to their advice on how to handle names when they come in. Commit to at least eight months to a year to finally see some true return on what you put in. It's very much play the numbers game, do it how they say, and it's worth it.
Reviewed June 25, 2025
SmartAsset has a positive impact on my business. The leads provided by the system are pretty accurate, and kind of pre-scrubbed, so it saves time. I've gotten a few clients, and I've been reasonably happy with the results. SmartAsset is a good marketing system if one is trying to grow their business, and they're willing to follow the system.
Thank you for sharing your experience with SmartAsset. We’re glad to hear that you have begun to see results and are welcoming new clients as momentum builds. It’s great to know the platform is saving you time as you grow your business. We appreciate your perspective and look forward to continuing to partner with you as you explore even more of what SmartAsset has to offer.
Reviewed March 21, 2026
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.
A friend in my business asked about SmartAsset and I told them that it is a good tool if you're prepared to put in the work. It's not for the lazy or the person who's going to cut corners. It's only as effective as the amount of effort that you put into it. Also, their service is pricey, so some people can't afford it and I wouldn't want to give them the recommendation if they can't afford it.
Thanks for subscribing.
You have successfully subscribed to our newsletter! Enjoy reading our tips and recommendations.
Reviewed Nov. 15, 2025
The initial onboarding process with SmartAsset was very smooth, communicative, informative and timely in responses. Some ongoing communication between my account manager has been a little slower than I would like. But I've been able to get what I need out of them. I'm trying to grow my business and SmartAsset’s service has been good.
Within the first year, I'm in a positive cash flow standpoint based off the cost. This is the first endeavor into marketing and lead generation that I've ever done. I had a couple of colleagues join the service as well, one of whom has had much more experience with other lead generation services out there and he seems to like the SmartAsset platform. The email campaign that was debt sales is very well-built and well-orchestrated. It allows me to be hands off as the DRIP campaign takes place.
Thank you for sharing your experience with SmartAsset. We’re glad to hear you’ve seen a positive impact in your first year and that you find the value of our platform to be worthwhile!
We appreciate your understanding of any occasional delays in communication and are continuously working to improve. If you have any additional feedback or need support, please reach out to your AM or smartassetamp@smartasset.com.
Reviewed Oct. 31, 2025
I was a new adviser looking for lead generation, and door-knocking was hard. I did it for a while and had some success with both. A lot of things happened, but I stuck with it because if you get one or two good clients a year, it can be worth what you pay for some of those leads. With SmartAsset. I’ve not been the best communicator with the people I work with since we have a lot going on at our branch, but the new rep has been great. Bailey’s doing a good job and seems to focus on what I and our branch need.
We got a lot of leads but working in the $250K to million-dollar range, you’re looking at about a 10% client conversion rate, and you have to know that going in. I came from car sales, where cold calling was more like one out of 80. If I were paying closer attention, it could probably be closer to 30% or 40%, and I put some of that on myself.
I wish there were a better way to analyze the data on how many leads are being contacted. And if they’re not, there’s a flag that says to call and ask what’s going on, and make sure that it’s worth it or that’s the right leads that they’re getting. Bailey didn't do that but she called and we had a conversation about that. So, that's gotten better. In 2024, I almost got rid of SmartAsset until I talked to someone else. There was nothing wrong with the previous person. It just wasn’t a good fit for our business. It fits a little better now, but SmartAsset is not one of our strongest sources for leads or referrals.
Reviewed July 1, 2025
I have a good relationship with Anthony, my direct SmartAsset guy, and I enjoy our meetings. We used to meet monthly, but now it’s every couple of months. I could always bring this to his attention and he would adjust. If I were to send him an email or try calling, he's always been quick to respond. I’m not closing a ton of the deals, but I’m also focused on other areas of growth in my practice and not calling on the leads immediately. Overall, SmartAsset's service is great and decent.
When I first started in December and January, I would call the leads immediately after receiving them. As the months progressed, I shifted to a once-a-week prospecting approach and began expanding other areas of my practice. SmartAsset was my primary prospecting tool, so I allocated much more of my time to it. I’m still using it, but I’m not as diligent or putting in as much time as I did at the beginning. I closed two deals on SmartAsset early in the process and a lot of it has to do with my building out more of a methodical action by setting aside time more than I have been lately.
If I need to be more organized and say that on Tuesdays and Thursdays, I'll spend four hours out of each day to call SmartAsset leads, I feel very comfortable that I'd probably close 10 clients a year on that, maybe even a little less, because Anthony switched me to a higher net tier but lower flow of leads, which is fine. I asked him for that and he delivered. Maybe I only closed six of them, but if they're all million-dollar deals, that's humongous to my practice. So, I'm in a good space.
I would prefer more Phoenix-based ZIP code leads rather than rural leads, though. I’ve been getting a lot of leads from places like Prescott and Tucson, which are out of my immediate area. I’m also getting feedback from prospects that they want someone local. From an outside perspective, everything in Arizona may seem local, but it’s not. Some of the leads I call say they don’t even know why they have my information. If the service were at a five-tier, like setting direct appointments, that would be nice. But four is pretty solid. Setting direct appointments might improve the process, but that would likely require access to our schedules and additional coordination.
Reviewed April 26, 2025
SmartAsset reached out to me and working with them seemed like a good idea to introduce my son to some new leads since he started working with me. As it turns out, from a lead standpoint, the service has been effective. However, for my son's experience, he needs to be more proactive in following up with those leads. Most of the leads provided by SmartAsset are genuine, although there are a few that seem questionable; but I don’t blame SmartAsset for that. My representative, Daniel, was in regular contact and SmartAsset offered occasional training and testimonials from satisfied users. This interaction was useful, though I often handled my own follow-up processes after the initial lead contact. Their tools, especially the integration with video emails, were among the best aspects, greatly enhancing lead interactions compared to other programs I've experienced.
Working with SmartAsset was straightforward and organized. They set up a system for managing leads which helped streamline the process. Leads can be quite hit-or-miss, but overall, I haven't been dissatisfied. But I have decided not to renew when my current subscription ends because my son found a new job, and I feel confident in sustaining my business through referrals as I’ve been in the industry for 30 years now. If a colleague were to consider SmartAsset, my advice would be that the effort you put into engaging with the leads will largely determine your success. Their system delivers a substantial amount of leads, more than I initially expected, though the conversion rate varies.
Reviewed March 31, 2026
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.
Reviewed March 4, 2026
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.
Thank you for sharing your feedback. We’re glad to hear communication with your representatives has been positive and that the service has aligned with your expectations. If there’s anything further that you’d like to discuss, we’re available to help.
Reviewed Feb. 26, 2026
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.
Reviewed Feb. 25, 2026
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.
A lot say they were misled by the advertisement, and they thought they were just filling out a survey to get a specific question answered, but they didn't realize they were getting connected with an advisor. SmartAsset's advertisements could be less of a bait and switch. It should not say, “Learn about this specific question you have,” but more of, “Get connected with an advisor” because a lot of people don't realize they would get calls from an advisor. They thought they clicked on an ad that says, “Learn about Roth conversions or RMDs.” But I do get some people who are interested in talking. That is few and far between of the people who are genuinely interested.
Reviewed Feb. 2, 2026
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.
SmartAsset Company Information
- Company Name:
- SmartAsset
- Website:
- smartasset.com
