How Much Did SmartAsset Raise? Headquarters, Funding & Key Investors

SmartAsset has raised approximately $2.61 M in Seed (Oct 2012), $5.14 M in Series A (May 2014), $12.08 M in Series B (Sep 2016), $28 M in Series C (Jun 2018), and $110 M in Series D (Jun 2021), bringing its total funding to around $161 M. These rounds were led by investors such as Javelin Venture Partners, IA Capital Group, and TTV Capital. Founded in 2012, SmartAsset offers a decision-engine driven comparison platform for financial products (home, insurance, credit) and is scaling its match-making between consumers and advisors, aiming for broader financial-services reach.

How Much Did SmartAsset Raise? Funding & Key Investors

SmartAsset, founded in 2012 by Michael Carvin and Philip Camilleri, is a New York City-based (United States) fintech company specialising in online comparison and advisory services across financial products. With a team rapidly scaling, it empowers consumers to compare home buying, retirement, life insurance, student loans, credit cards and checking accounts via a data-driven decision engine. The platform quantifies the true cost of financing alternatives and recommends tailored products based on a user’s specific situation, while also connecting users to vetted advisors through its SmartAdvisor marketplace.

What Is SmartAsset and What Does It Do?

SmartAsset, founded in 2012 by Michael Carvin and Philip Camilleri, is a New York City-based (United States) fintech company. The company develops and operates an online comparison and advisory platform for financial products covering home-buying, retirement planning, life insurance, student loans, credit cards, and checking accounts and uses behavioural data and optimisation tools to recommend specific financial products suited to a user’s individual circumstances.

SmartAsset employs a high-growth team. Its technology blends content, personalisation and advisor-matching to serve consumers seeking smarter financial-decision tools and advisors alike.

How Much Funding Has SmartAsset Raised?

1. Seed Round

Amount Raised: $2.61 M
Date: October 2012
Lead Investors: Brendan Wallace, Javelin Venture Partners, North Bridge Venture Partners, Peterson Ventures, Quotidian Ventures, Y Combinator
Motivation: To build the initial platform and launch personalised financial‐tool offerings.

2. Series A

Amount Raised: $5.14 M
Date: May 2014
Lead Investors: Javelin Venture Partners, Otter Rock Capital, Quotidian Ventures, SV Angel
Motivation: To scale product development and expand the user base for the financial-comparison engine.

3. Series B

Amount Raised: $12.08 M
Date: September 2016
Lead Investors: IA Capital Group and other venture partners
Motivation: To enhance the SmartAdvisor advisor-matching platform and increase market penetration.

4. Series C

Amount Raised: $28 M
Date: June 2018
Lead Investors: Focus Financial Partners, Citi Ventures, IA Capital, Javelin Venture Partners
Motivation: To build out advisor-lead generation, improve tools and scale operations.

5. Series D

Amount Raised: $110 M
Date: June 2021
Lead Investors: TTV Capital (with participation from Javelin Venture Partners, Contour Venture Partners, Citi Ventures, New York Life Ventures, North Bridge Venture Partners)
Motivation: To propel growth, technological infrastructure, and advisor-consumer match scale, reaching unicorn status.

Total Funding Raised: $161 Million

Current Valuation: $1 Billion (as of June 2021)

Latest Funding Date: June 2021

Key Investors

1. TTV Capital

Details: A venture capital firm focused on fintech and financial services companies.
Investment Focus Areas: Fintech, wealth tech, data-driven financial services.
Notable Investments: SmartAsset, Greenlight (financial tools for kids), Cardlytics.

2. Javelin Venture Partners

Details: Early-stage VC based in San Francisco, specialising in technology platforms.
Investment Focus Areas: Consumer internet, fintech, marketplace businesses.
Notable Investments: SmartAsset, MasterClass, Thumbtack.

3. IA Capital Group

Details: Growth-stage investment firm focusing on financial tech and enterprise software.
Investment Focus Areas: Fintech, analytics, B2B marketplaces.
Notable Investments: SmartAsset, other wealth-tech and fintech businesses.

4. Citi Ventures

Details: Corporate venture arm of Citi Group, investing in finance, fintech, and payments.
Investment Focus Areas: Digital banking, consumer finance, advisor ecosystems.
Notable Investments: SmartAsset, Plaid (via other routes).

Where Is SmartAsset’s Headquarters?

SmartAsset is headquartered in New York City, United States. The location gives it strategic access to a significant financial and media hub, enabling close engagement with financial-services clients, top engineering talent, media distribution for its content and tools, and proximity to leading wealth advisory firms.

What’s Next for SmartAsset?

SmartAsset is poised to deepen its advisor-matching marketplace, broaden global reach, expand product coverage (e.g., international banking, insurance, alternative assets), and increasingly use AI to personalise recommendations. It faces challenges around scale (maintaining lead quality), regulatory compliance in financial advisory, competition from other fintechs, and optimally monetizing the advisory-lead model.

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