SmartAsset Revenue, Valuation, Funding & Investors

SmartAsset is valued at $1B as of June 2021, a 10.0x multiple on its last reported $100M revenue.

Last SmartAsset valuation

$1B

Series D · Jun 2021

Last SmartAsset funding round

$110M

Series D · Jun 2021

SmartAsset revenue

$100M

Series D · Jun 2021

Key investors in SmartAsset

  • Javelin Venture Partners
  • Contour Venture Partners
  • TTV Capital
  • Citi Ventures
  • Peterson Ventures
  • IA Capital Group

SmartAsset Overview

About SmartAsset

SmartAsset is a financial content and advisor matching platform. It operates SmartAdvisor to connect consumers with advisors alongside educational tools and calculators. New York-headquartered and ranked on Inc. 5000, SmartAsset empowers personal finance decisions and earned recognition from Y Combinator and Forbes.


Founded

2012

HQ

United StatesNew York City, NY

Status

Privately held

Customer focus

B2C

Revenue model

Advertising

Revenue

$100M (Jun 2021)

Valuation

$1B (Jun 2021)

SmartAsset Valuation

SmartAsset is currently valued at $1B, based on its Series D in June 2021.

The $110M round was led by TTV Capital, with participation from TruStage Ventures, Sand Hill Angels, Andrew Vigneault, Javelin Venture Partners, Red Hook Capital and 5 other investors.

SmartAsset valuation by funding round

SmartAsset valuation by funding round
DateStageValuationRevenue Multiple
Jun 2021Series D$1B10.0x

SmartAsset Revenue

SmartAsset's latest recorded revenue is $100M, as of its Series D in June 2021. At a $1B valuation, that implies a 10.0x revenue multiple.

SmartAsset revenue by funding round

SmartAsset revenue and valuation multiple by funding round
DateRevenue *ValuationRevenue MultipleStage
Jun 2021$100M$1B10.0xSeries D

* Revenue (or ARR) figures are the values recorded alongside each funding round. Typically run-rate revenue at the time of the deal, or a reported LTM (last 12 months) revenue.

SmartAsset Funding History

SmartAsset has raised a total of $159M across 5 funding rounds.

SmartAsset's first fundraising round was a $5M Series A in March 2014. The most recent completed round was a $110M Series D in June 2021.

SmartAsset funding rounds

SmartAsset funding rounds
DateStageInvestorsRaisedValuationDeal Summary
Jun 2021Series DTTV Capital (lead); TruStage Ventures; Sand Hill Angels; Andrew Vigneault; Javelin Venture Partners; Red Hook Capital; Citi Ventures; Contour Venture Partners; New York Life Ventures; Empede Capital; North Bridge Venture Partners & Growth Equity$110M$1BSmartAsset is a technology platform that connects consumers seeking financial advice with financial advisors through its SmartAdvisor marketplace and personal finance content, tools, and calculators. The company reached over 100 million people monthly and achieved its one millionth consumer-advisor match around the time of the funding. On June 24, 2021, SmartAsset closed a $110 million Series D round led by existing investor TTV Capital, with participation from Javelin Venture Partners, Contour Venture Partners, Citi Ventures, New York Life Ventures, North Bridge Venture Partners & Growth Equity, and CMFG Ventures (also referred to as TruStage Ventures). This round brought the company's post-money valuation to over $1 billion, marking unicorn status, and increased total funding raised to over $161 million since its 2012 founding. Since its Series C in June 2018, SmartAsset grew revenue 10 times and was approaching $100 million in annual recurring revenue (ARR) at the time of the Series D announcement. The platform's SmartAdvisor also enabled financial advisors to generate $1.5 billion in new closed assets under management (AUM) per month. The company operated at breakeven and had recently partnered with LPL Financial while rolling out features like Live Connections. Proceeds from the $110 million raise were earmarked for enhancing user and advisor experiences through new products, technology infrastructure, data partnerships, and aggressive headcount expansion—aiming to grow its 202 employees by over 75% that year. Investors highlighted SmartAsset's expansion in the large U.S. financial advisory market, aiding consumers in better decisions and advisors in business growth. The round matched precisely with the listed investors and lead, confirming the details for this specific funding event.
Jun 2018Series CFocus Financial Partners (lead); TTV Capital; FJ Labs; Fabrice Grinda; Javelin Venture Partners; Citi Ventures; Contour Venture Partners; IA Capital Group$28M-SmartAsset is a personal finance platform offering tools, calculators, and content for decisions on taxes, retirement, banking, rent vs. buy, and more, connecting consumers with financial advisors via its SmartAdvisor platform. In June 2018, it raised $28 million in a Series C funding round led by Focus Financial Partners, with participation from Javelin Venture Partners, TTV Capital, IA Capital Group, Contour Venture Partners, Citi Ventures, Fabrice Grinda, and others, bringing total funding to over $51 million. Focus Financial Partners acquired a minority stake in the fintech firm as part of this investment. SmartAsset planned to use the capital to expand its SmartAdvisor lead generation tool for financial advisors. The company reported over 45 million unique visitors in the prior month, nearly doubling year-over-year, with 25% repeat traffic, and generates revenue partly from promoting financial products like mortgages and primarily from SmartAdvisor advisor matches. The platform built over 300,000 public wealth manager profiles post-Series C. Later developments show continued growth: by 2021, SmartAsset raised $110 million in a Series D round led by TTV Capital valuing it at over $1 billion, with the same investors including Focus Financial Partners, and grew annual recurring revenue almost 10 times to nearly $100 million driven by SmartAdvisor, which generated $1.5 billion in new closed assets under management monthly for advisors.
Sep 2016Series BIA Capital Group (lead); New York Life Insurance; TTV Capital; Peterson Ventures; Fitz Gate Ventures; Transamerica Ventures; Javelin Venture Partners; Contour Venture Partners$12M-SmartAsset raised $12 million in a Series B funding round on September 9, 2016, led by IA Capital Group with participation from TTV Capital, Contour Venture Partners, Javelin Venture Partners, New York Life Insurance, Peterson Ventures, Transamerica Ventures, and Fitz Gate Ventures. The company, founded in 2012 by Michael Carvin and Philip Camilleri as a Y Combinator startup, provides financial calculators, tools, articles, and guides on personal finance topics including home buying, taxes, retirement, banking, and investing. It also operates SmartAdvisor to connect consumers with financial advisors and launched Captivate to embed tools on publisher sites like CNN, AOL, and Investopedia. At the time of the round, SmartAsset had grown from reaching 10 million to 40 million people per month and used free tools supported by advertising in the financial services and real estate markets, estimated at over $21 billion in 2015 ad spend. The funding was intended to expand its proprietary Automated Financial Modeling platform and grow Captivate. The round was oversubscribed beyond the original target.
Mar 2016Seed-$4M-SmartAsset raised $3.83M in a Series B round on March 1, 2016. The company later raised $12M in another Series B on September 8, 2016, $28M Series C on June 14, 2018, and $110M Series D on June 9, 2021 at over $1B valuation.
Mar 2014Series AJavelin Venture Partners (lead); Peterson Ventures; SV Angel; Quotidian Ventures; Brendan Wallace; Evolution VC Partners; Denis Grosz; Otter Rock Capital$5M-SmartAsset is a technology platform providing instant, personalized answers to complex financial questions, launched in 2012 by Michael Carvin and Philip Camilleri. The platform offers tools and solutions covering home buying, refinancing, student loans, insurance, retirement, and credit card decisions through financial modeling and transparency technology. In March 2014, SmartAsset closed a $5.2 million Series A financing led by Javelin Venture Partners, with participation from SV Angel, Denis Grosz, and Brendan Wallace (founder of Identified). The company planned to use the investment to expand its team by approximately a dozen new employees, enhance product capabilities, and increase marketing efforts to grow its user base and market reach.

Who has invested in SmartAsset?

25 investors have backed SmartAsset across its funding rounds, including Javelin Venture Partners, Contour Venture Partners, TTV Capital, Citi Ventures, Peterson Ventures and IA Capital Group.

Lead investors include TTV Capital, Focus Financial Partners, IA Capital Group and Javelin Venture Partners.


SmartAsset Investors

Investors in SmartAsset by funding rounds participated
InvestorHQRoundsRoleFirst check
Javelin Venture PartnersUnited StatesSan Francisco, CA4LeadMar 2014
TTV CapitalUnited StatesAtlanta, GA3LeadSep 2016
Contour Venture PartnersUnited StatesNew York City, NY3ParticipantSep 2016
Peterson VenturesUnited StatesSalt Lake City, UT2ParticipantMar 2014
Citi VenturesUnited StatesSan Francisco, CA2ParticipantJun 2018
IA Capital GroupUnited StatesNew York City, NY2LeadSep 2016
New York Life InsuranceUnited StatesNew York City, NY1ParticipantSep 2016
SV AngelUnited StatesSan Francisco, CA1ParticipantMar 2014
Quotidian VenturesUnited StatesNew York City, NY1ParticipantMar 2014
Brendan WallaceUnited StatesLos Angeles, CA1ParticipantMar 2014
Evolution VC PartnersUnited StatesNew York City, NY1ParticipantMar 2014
FJ LabsUnited StatesNew York City, NY1ParticipantJun 2018
TruStage VenturesUnited StatesMadison, WI1ParticipantJun 2021

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Acquisitions by SmartAsset

SmartAsset has acquired 1 company to date.

Last acquisition by SmartAsset was on April 19th 2023. SmartAsset acquired Deft Sales for undisclosed valuation.


Latest Acquisitions by SmartAsset

Deft Sales
Description
Deft Sales is an AI lead detection platform that scans inboxes for sales opportunities and automates follow-ups via phone, SMS, and email. Integrated with Gmail and Outlook, it qualifies leads using sentiment analysis and triggers sequences within seconds of arrival. Targeting B2B sales teams, Deft Sales connects to CRMs like Salesforce and HubSpot. Austin-based, the tool boosts response rates for agencies and SaaS companies handling inbound pipelines.
HQ CountryUnited States
HQ City
Houston, TX
Deal Date19 Apr 2023
Valuationundisclosed
EV/Revenue
EV/EBITDA

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SmartAsset Competitors

SmartAsset competitors include listed companies like Finatext and SMZDM.com, and private ones like ClearScore, Ellevest, CargoX and Dune Analytics.

Public and private companies comparable to SmartAsset
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
ClearScoreUnited KingdomUnited KingdomPrivate$200M-$700M3.5x
FinatextJapanJapanPublicly listed$71M$13M$470M5.4x
EllevestUnited StatesNew York City, NYPrivate$17M-$364M-
CargoXBrazilSão PauloPrivate--$1B-
Dune AnalyticsNorwayOsloPrivate$4M-$1B250.0x
SMZDM.comChinaChinaPublicly listed$192M$19M$1B4.7x

SmartAsset Public Comps

SmartAsset is still privately-owned, but its public comps include SMZDM.com, QuinStreet, Bravura Solutions, Canaccord Genuity, RFA Financial, Mercantil Servicios Financieros, GoodRx, XPS Pensions Group, EverQuote and PHI Group.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
SMZDM.com$192M$19M4.9x4.7x47.8x42.1x
QuinStreet$1.3B$61M0.7x0.7x15.8x7.9x
Bravura Solutions$201M$55M4.9x4.9x17.9x17.0x
Canaccord Genuity$1.6B$143M0.6x0.6x6.8x-
RFA Financial$172M($66M)8.4x-(21.9x)-
Mercantil Servicios Financieros$95M-12.2x---
GoodRx$797M$173M1.8x1.8x8.1x5.5x
XPS Pensions Group$353M$80M2.6x2.5x11.3x8.7x

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Common questions about SmartAsset

When was SmartAsset founded?SmartAsset was founded in 2012.
Where is SmartAsset headquartered?SmartAsset is headquartered in New York City, NY, United States.
Is SmartAsset publicly listed?No, SmartAsset is a private, VC-backed company.
What is SmartAsset's valuation?SmartAsset was last valued at $1B in its Series D in June 2021.
How much funding has SmartAsset raised?SmartAsset has raised $159M across 5 funding rounds.
What was SmartAsset's last funding round?SmartAsset's last funding round was a $110M Series D in June 2021, led by TTV Capital.
Who are SmartAsset's investors?SmartAsset's investors include Javelin Venture Partners, TTV Capital, Contour Venture Partners, Peterson Ventures, Citi Ventures, IA Capital Group, New York Life Insurance, SV Angel, Quotidian Ventures, Brendan Wallace and 15 others.
What is SmartAsset's revenue?SmartAsset's latest recorded revenue is $100M (June 2021).
What is SmartAsset's revenue multiple?SmartAsset's latest valuation implies a 10.0x revenue multiple ($1B valuation on $100M of revenue).
Which companies are comparable to SmartAsset?Companies comparable to SmartAsset include ClearScore, Finatext, Ellevest, CargoX, Dune Analytics and SMZDM.com.
How many companies has SmartAsset acquired?SmartAsset has acquired 1 company, including Deft Sales.

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