smartasset.com
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SmartAsset: The Calculator Empire
How a $41M revenue fintech built a traffic fortress by owning financial calculators.
While most fintechs chase complex trading algorithms, SmartAsset built a $41.4M revenue engine by answering the most mundane financial questions. They don't trade stocks; they calculate them.
"SmartAsset doesn't sell financial products; it sells the math required to buy them, capturing intent at the exact moment of decision."
The SEO Moat
With 1.9 million backlinks and dominating keywords like 'tax calculator' (263k volume) and 'investment calculator' (289k volume), SmartAsset has built an almost insurmountable wall in the personal finance SERPs. They aren't just a website; they are the utility layer for American financial planning.
The Lead Gen Machine
The business model is deceptively simple: free tools to capture high-intent traffic, then monetize via referrals to financial advisors and insurance providers. With 296 employees and $161.4M in funding, they have scaled the 'freemium' utility model into a massive B2B lead generation network.
Despite a modest Trustpilot rating of 2.4/5, the traffic numbers tell a different story. The site commands 93.6% of its traffic from a single country (presumably the US), proving the power of hyper-localized financial data in a complex regulatory environment.
- Traffic Dominance: Ranks #8,499 globally with nearly 7M monthly visits.
- Monetization Strategy: Pure lead-gen affiliate model wrapped in helpful tools.
- Tech Stack: Modern stack utilizing Vite, jQuery, and heavy tracking pixels (Google, Mixpanel, Twitter).
The Utility Play
SmartAsset proves that in finance, being the calculator is more profitable than being the bank.
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5 keywordsHow is Smartasset's SEO?
Meta Tags
SmartAsset.com | Empowering You to Make Smart Financial Decisions
SmartAsset's free and interactive tools help you make smarter decisions on home buying, refinance, retirement, life insurance, taxes, investing, personal loans, and more
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SmartAsset
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Reviews (9)
I have been using SmartAsset for over 3…
I have been using SmartAsset for over 3 years and have grown my AUM by 10M year over year. It does take some time to build a solid pipeline and if you don’t have a good follow up other advisors will beat you. This product is best for tenured advisors that want to grind. Close rate is about 5% so if you don’t get enough leads or quit after a few months you won’t get the results. I was really surprised to see some of these reviews. But then again not too many successful advisors are going to seek a website out to right a stunning review. Only bad advisors that are bad at sales post negative reviews. Blame your process not the product.
Don't Waste Your Time & Money
Very unhappy with the service we have received from Smart Asset. We requested that our targeting area be limited to two cities in Southeastern Nevada in July, yet we still received leads (more than 50%) from Northern Nevada and parts of Northern Utah, way outside of our service area. They provide little to no help when there are technical issues. To top it all off, the quality of the leads is just terrible.
We appreciate you bringing these concerns to our attention. Because we’re unable to verify account details from this review alone, since we don't have your name or email address, we’d welcome the opportunity to learn more so we can better understand what may have occurred. If you’re open to it, please reach out to our team at [email protected] with additional details, and we can review your specific situation.
Clickbait. Block it.
Just another clickbait link to steal your information on a advisement on the internet. Anything that wants you to provide survey answer is sus.
The 5 Star Reviews are Employees & Paid for Reviews
3 reasons to stay away: 1) The one national firm that all advisors detest, yes, they sell the leads to that one, and that firm will distribute them to all advisors. I have had leads tell me that they would receive at least 2 calls a day from different people at that firm. Leads were frustrated by the time I was in contact (within 2 days if they answered). 2) They say they vet the leads... No. Sometimes there are bad phone numbers and email addresses, and others say, "I never filled anything out." 3) I had to pay for recycled leads. If someone fills out a form and then fills it out again after 90 days, yes, you get to pay for that lead again. I will never do business with them again.
The service is a waste of time and…
The service is a waste of time and money. They say the referrals are vetted. However they are not. They also do not stand behind their word. They will take your cash and you will get nothing in return.
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About smartasset.com
SmartAsset's free and interactive tools help you make smarter decisions on home buying, refinance, retirement, life insurance, taxes, investing, personal loans, and more
Company Overview
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Technology Stack
smartasset.com uses 23 technologies across their website including Font Awesome, Google Fonts, HSTS, PHP, and more.
Fonts
Font Awesome, Google Fonts
Security
HSTS
Programming Languages
PHP
CMS
WordPress
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Advertising
DoubleClick Floodlight, Microsoft Ads, Twitter Pixel, Google Ads +1 more
Traffic & Audience
smartasset.com receives approximately 6.9M monthly visitors and ranks #8,499 globally. The website has a bounce rate of 55% with visitors viewing an average of 3.0 pages per visit. Users spend an average of 1:39 on the site.
The majority of smartasset.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about smartasset.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit smartasset.com directly at https://smartasset.com.