About SmartAsset
SmartAsset is a Financial Services company based in New York (United States) founded in 2012 by Michael Carvin. Financial products are compared online to offer data-driven advisory services. SmartAsset has raised $161.43 million across 8 funding rounds from investors including Focus Financial Partners, New York Life Insurance and FJ Labs. The company has 287 employees. SmartAsset has completed 1 acquisition, including Deft Sales. SmartAsset was last valued at $1 billion in December 2021. Its chief executive, as recorded, is Michael Carvin. Its website smartasset.com draws about 7.2 million monthly visits. SmartAsset offers products and services including Financial Calculators and Advisor Matching Service. Its focus areas include FinTech, Alternative Lending, Lead Generation Platforms and Loan Comparison Platforms. Its legal entity is SmartAsset Advisors, LLC. Its competitors include NerdWallet, LendingTree and Modern Finance; 2 of its 3 listed competitors have raised funding.
Company details
Founded in 2012 and based in New York, United States, SmartAsset operates as an online platform in the financial technology sector. Comparisons of financial products such as home buying options, retirement plans, life insurance, student loans, refinancing, credit cards, and checking accounts are facilitated. A decision engine and optimization tool are utilized to evaluate strategy effectiveness, assess financing costs, and recommend products tailored to individual user circumstances.
- Headquarters New York, United States
- Employees 287
- Founders Michael Carvin
- Stage Unicorn
- SectorsFinancial Services
- Website category Finance · Financial Planning and Management
- Website smartasset.com
- Social LinkedIn X Facebook
- Legal Name Smartasset Advisors, Llc
- Total Equity Funding$161.43M (USD)
in 8 rounds
- Latest Funding Round$110M (USD), Series D
Jun 2021
- InvestorsFocus Financial Partners
& 24 more
- Employee Count287
- Investments & Acquisitions
Products & Services of SmartAsset
SmartAsset offers a comprehensive portfolio of products and services, including Financial Calculators and Advisor Matching Service.
Online calculators for taxes, mortgages, and retirement planning.
Service to connect users with vetted financial advisors.
Funding Insights of SmartAsset
SmartAsset has successfully raised a total of $161.43M across 8 strategic funding rounds. The most recent funding activity was a Series D round of $110 million completed in June 2021. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $161.43M
- Total Rounds 8
- Last Round Series D — $110M
- First Round $690,000
(May 2012)
- Investors Count 25
All 8 funding rounds of SmartAsset with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jun 2021 | $110M | Series D | $1B | TTV Capital | |
| Jun 2018 | $28M | Series C | – | Focus Financial Partners | |
| Sep 2016 | $12M | Series B | – | IA Capital Group | |
| Mar 2016 | $3.83M | Series A | – | IA Capital Group | – |
| Apr 2014 | $5.2M | Series A | – | Javelin Venture Partners | |
| Oct 2012 | $1.5M | Seed | – | North Bridge Venture Partners, Javelin Venture Partners | |
| Aug 2012 | $900,000 | Seed | – | Y Combinator, Quotidian Ventures | – |
| May 2012 | $690,000 | Debt – Conventional | – | – | – |
| Date | Valuation | Stage |
|---|---|---|
| Jun 2021 | $1B | •••••••• |
Last known valuation $1B (Dec 2021). 25 investors in total: 23 institutional and 2 angel.
Investors in SmartAsset
SmartAsset has secured backing from 25 investors, including venture fund, institutional, and angel investors. Prominent investors backing the company include Focus Financial Partners, New York Life Insurance and FJ Labs.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Investments are made by TTV Capital in early-stage fintech companies. | ttvcapital.com | Atlanta, United States | ||
Seed and early-stage tech investments are made in US companies. | javelinvp.com | San Francisco, United States | ||
Investments are made in US seed and early-stage tech companies. | contourventures.com | New York, United States | ||
Corporate venture capital firm backed by Citi | citi.com/ventures | San Francisco, United States | ||
Tech companies are invested in by New York Life Ventures. | nylventures.com | New York, United States | ||
Corporate-backed venture capital firm focused on fintech, Insurtech, and multiple sectors | cmfgventures.com | Madison, United States | ||
US focused seed to growth stage VC firm | northbridge.com | Needham, United States | ||
Venture capital firm focused on tech startups | iacapgroup.com | New York, United States | ||
Venture capital firm focused on marketplaces, gaming, web3, fintech, and multiple sectors | 2007 | fjlabs.com | New York, United States | |
Corporate-backed venture capital firm focused on fintech, healthcare, and multiple sectors | transamericaventures.com | New York, United States |
Investor details for SmartAsset
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of SmartAsset
123 people are tracked at SmartAsset (33 in leadership, 90 in team); the tracked headcount is 287.
| Name | Role | Group |
|---|---|---|
Michael Carvin | Founder & CEO | Leadership |
Stephanie Sarikaya | Director, Finance & Accounting | Leadership |
Meghan Lapides | Chief People Officer | Leadership |
Dave Jones | Chief Financial Officer | Leadership |
Nora Droste | Vp, Total Rewards & Special Projects | Leadership |
Bryan Vivona | Vice President, Sales & Account Management | Leadership |
Belkis Colón | Senior Director, Ad Operations & Client Success | Leadership |
John Sorrell | Vice President Of Business Development | Leadership |
James Kennedy | Vice President | Leadership |
Mihir Apte | Sr. Vice President, Business Development | Leadership |
Roopesh Varier | VP, Data & Analytics | Leadership |
Mark Spector | Vp, Data Platform | Leadership |
Luca Pernie | VP Of Data Science And ML Engineering | Leadership |
Jared Del Prete | VP Performance Marketing | Leadership |
Brian Bourque | Chief Marketing Officer | Leadership |
Edward C McTernan | Chief Of Staff | Leadership |
Ellie Nave | Director, Account Management And Client Experience | Leadership |
Chris Thompson | Senior Managing Editor, SEO | Leadership |
Peter Silvio | CTO | Leadership |
Evan Meyers | Sales Director | Leadership |
103 more people are available in the full profile.
Complete people profiles for SmartAsset
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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- Team structure
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- Professional contacts
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Investments & Acquisitions by SmartAsset
SmartAsset has strategically engaged in corporate development activities, having acquired 1 company. Notable acquisitions include Deft Sales.
| Company Name | Description | Domain | Location | Founded | Acquired | Amount |
|---|---|---|---|---|---|---|
Lead generation and digital marketing services are provided to businesses. | deftsales.com | Houston, United States | 2020 | Apr 2023 | •••• |
Complete acquisition details for SmartAsset
Acquired stakes, deal sources and the complete acquisition history require an active premium plan.
- Acquired stakes
- Deal sources
- Complete history
- Exports
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Timeline of SmartAsset
5 dated milestones of SmartAsset across 11 years, from founding to its latest funding, stage changes and deals.
- Founded SmartAsset is founded.
- Funding First funding round of $690K.
- Funding Latest funding round, Series D, of $110.0M.
- Milestone Reaches Unicorn status.
- Acquisition Acquires Deft Sales.
Competitors of SmartAsset
SmartAsset has 3 listed competitors in our database, 2 of them funded. They include NerdWallet, LendingTree and Modern Finance.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| nerdwallet.com | 2009 | San Francisco, United States | $123.3M | App-based comparison platform for financial products | ||
| lendingtree.com | 1996 | Charlotte, United States | 870 | Provider of a platform for loan and other consumer financial product comparison | ||
| modernfi.com | 2016 | New York, United States | $57.43M | An online marketplace connects banks for deposit liquidity exchange. |
Detailed competitors of SmartAsset
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of SmartAsset
The website of SmartAsset (smartasset.com) receives about 7.2M visits a month and ranks #8,499 among all websites worldwide, #561 in Financial Planning and Management.
- Monthly visits7.2M
▲ 5.4% vs previous month
- Unique visitors4M
per month
- Global rank#8,499
among all websites
- Category rank#561
Finance · Financial Planning and Management
- Bounce rate55%
- Pages per visit3.0
- Average visit1 min 39 sec
- DevicesDesktop 46% · Mobile 54%
Websites whose visitors overlap most with SmartAsset. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| adp.com | 100% | 99.2M | #460 | View details | |
| paycheckcity.com | 85% | #81,248 | View details | ||
| nerdwallet.com | 74% | 22.3M | #2,677 | View details | |
freetaxusa.com | freetaxusa.com | 65% | #3,363 | – | |
unbiased.com | unbiased.com | 63% | #103,874 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for SmartAsset
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- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Top companies in Banking & FinTech Platforms
3 companies that operate in the same segment as SmartAsset (Banking & FinTech Platforms) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Online business banking and financial workflow tools are provided. | 2010 | San Francisco, California, United States | USD 546 M | USD 2.71 M | 1,807 | |
Digital banking services are offered to individuals via mobile apps. | 2012 | San Francisco, California, United States | USD 3.15 B | USD 1.96 B | 2,516 | |
Digital sustainable banking services are offered to consumers. | 2013 | Los Angeles, California, United States | USD 865 M | 237 |
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Related news about Smartasset
Complete news archive for SmartAsset
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Frequently Asked Questions about SmartAsset
SmartAsset was founded in 2012.
SmartAsset is headquartered in New York, United States. It is registered at New York, New York, United States.
Michael Carvin is the CEO of SmartAsset, as recorded in our data. They have also founded this company.
SmartAsset is a funded company, having raised a total of $161.43M across 8 funding rounds to date. The company's 1st funding round was a Debt – Conventional of $690K, raised on May 2012.
SmartAsset has 287 employees.
Founded in 2012 and based in New York, United States, SmartAsset operates as an online platform in the financial technology sector. Comparisons of financial products such as home buying options, retirement plans, life insurance, student loans, refinancing, credit cards, and checking accounts are facilitated. A decision engine and optimization tool are utilized to evaluate strategy effectiveness, assess financing costs, and recommend products tailored to individual user circumstances.
SmartAsset's top competitors include NerdWallet, LendingTree and Modern Finance.
SmartAsset offers Financial Calculators and Advisor Matching Service.
SmartAsset has made 1 acquisition, including Deft Sales.
SmartAsset has 25 investors. Key investors include Focus Financial Partners, New York Life Insurance, FJ Labs, Peterson Partners, and TTV Capital.
The valuation of SmartAsset is $1B as of Dec 2021.
SmartAsset operates through Smartasset Advisors, Llc.