What it sells
Marketplace connecting consumers to financial advisors
Business model breakdown
Buyer: who owns the budget?
Financial advisors and advisory firms (SmartAsset AMP) who pay for matched leads.
Workflow: what inputs become what output?
Consumer answers a short questionnaire, is matched with vetted fiduciary advisors in their area, and has an intro call before choosing.
Economics: what it saves and how it charges
Receives compensation from advisers for referrals; consumer side free.
Distribution: how it reaches customers
SEO content, calculators and reviews drive consumer traffic; advisers contacted by phone/email for AMP.
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| — | Y Combinator Summer 2012 | — | Y Combinator | ycombinator.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-10-12.