SmartAsset AMP Reviews & Advisor Insights

A transparent look at how AMP connects advisors with high-intent investors and what drives meaningful results.

~$30B+

AUM generated in 20242

~50K

Monthly Matches

We work with firms of all sizes:

Cetera Wealth Enhancement Brookstone Concourse AEWealthManagement RaymondJames Ameriprise Cambridge

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See how we match fiduciary advisors with high intent investors.

To be eligible, advisers must be registered or chartered as fiduciaries with a regulatory body in the United States and meet SmartAsset’s due diligence criteria.

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How SmartAsset Helps You Grow

SmartAsset AMP connects financial advisors directly with propspects who meet their ideal client profile. Each month, thousands of consumers use SmartAsset to find a financial advisor that matches their needs, location, and financial goals.
Through AMP, advisors receive introductions to these investors and tools to convert those introductions into client relationships.
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1

Get referred to investors actively searching

We connect you with investors matched to your target asset tiers and geography. Every consumer referral is first-party and seeking fiduciary advice.

2

Reach and nurture referrals with built in tools

AMP includes call, email, and tracking features to keep your outreach organized – tools you can also apply to your other referral sources.

3

You book more meetings and win new clients

As investors are ready to move forward, AMP helps you schedule introductions and grow your book of business.
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A closer look at the success advisors have seen from our platform:

Matthew Scarborough • Partner
Oak Wealth Partners, Inc.
Joined AMP: 2022
$160M
Reported total AUM
~65%
AUM attributed to SmartAsset
$100M
Reported AUM from SmartAsset consumer referrals
~20/mo
Referrals from SmartAsset
13.3x
Reported ROI
Matthew Scarborough is a client of SmartAsset and received compensation for his participation in the interview, where these stats were obtained in 2025. Matthew's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.
Justin Fitchko • Managing Partner
DayMark Wealth Partners
Joined AMP: 2023
$140M
Reported total AUM
~4%
Reported AUM attributed to AMP
$6.5M
Reported AUM from AMP consumer referrals
8-12/mo
Referrals from AMP
1.5x
Reported ROI
Justin Fitchko is a client of SmartAsset and received compensation for his participation in the interview, where these stats were obtained in 2024. Justin's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.
Robert Tutela • CCO, Portfolio Manager
Essex, LLC
Joined AMP: 2021
$550M
Reported total AUM
~2.5%
Reported AUM attributed to SmartAsset
$14M
Reported AUM from SmartAsset consumer referrals
15-20/mo
Referrals from AMP
2x
Reported ROI
Robert Tutela is a client of SmartAsset and received compensation for his participation in the interview, where these stats were obtained in 2025. Robert's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.

A marketing platform built to start real conversations with investors.

AMP connects financial advisors with investors who have expressed interest in financial guidance. 

Advisors use AMP to:

Generate new referrals that match their intended investor geography and target asset tiers

Once created, nurture campaigns automatically enroll new leads without requiring manual setup. Campaigns can include email, text, and call reminders, and unlike other tools, there's no need to manually add leads to a sequence.

Start conversations through phone, text, and email

Once created, nurture campaigns automatically enroll new leads without requiring manual setup. Campaigns can include email, text, and call reminders, and unlike other tools, there's no need to manually add leads to a sequence.

Book meetings and build towards a consistent, predictable pipeline

Once created, nurture campaigns automatically enroll new leads without requiring manual setup. Campaigns can include email, text, and call reminders, and unlike other tools, there's no need to manually add leads to a sequence.

Transparency: AMP is not a guarantee of clients. It’s a system for helping generate conversations: a pipeline to nurture conversations into long-term relationships.

Advisors Successful With AMP Follow a Process

  • Call immediately when a consumer referral comes in (our fast call feature helps!)

  • Use multi-touch sequences to engage and nurture prospects

  • Focus on listening, not pitching

  • Re-engage consumer referrals for months, not days

  • Treat AMP as a consistent marketing channel, not a quick fix

If I spend $1 million with SmartAsset...I know we'll bring in $100 million of assets. I'll do that all day long because I know the long-term value of the client is a lot more than that."
Joe Anderson, CFP®
CEO & President
Joe Anderson, CFP®, is a client of SmartAsset and has not been compensated for his participation in this 2024 interview. Joe's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset. 

Honest expectations matter — here’s what AMP is and isn’t.

AMP connects financial advisors with investors who have expressed interest in financial guidance.
Advisors use AMP to:

The Myth

The Reality

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What our advisors say about us…

"My experience with regards to SmartAsset is every year I’ve done it I’ve brought in between $15 million and $25 million worth of assets directly attributable to SmartAsset." - Robert Gilliland, CRPC®
Robert Gilliland, CRPC®, is a client of SmartAsset and received compensation for his participation in this interview from 2024. Robert's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.
"I'm getting about one, I think I average 1 to 1.5 clients per month from my consumer referrals from SmartAsset, and I’ve already generated about a 3 to 3.5 times ROI." - TJ Tamura
TJ Tamura, is a client of SmartAsset and received compensation for his participation in this interview from 2024. TJ's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.
"Today we manage roughly $6 billion. A little bit more than $1 billion of that $6 billion is from SmartAsset." - Joe Anderson, CFP®
Joe Anderson, CFP® has been a client of SmartAsset’s since 2019, and was not compensated for his participation in this 2024 interview. Joe’s experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset. 
For every $1 I put in, I earn $2 in recurring revenue. - Michael Collins, CFA®
Michael Collins, CFA®, is a client of SmartAsset and was not compensated for his participation in this interview from 2024. However, he has since become a paid consultant. Michael's experience and metrics regarding SmartAsset are his own. Results may not be the same for everyone who uses SmartAsset.

Frequently Asked Questions

Straightforward answers to the most common questions financial advisors ask about SmartAsset AMP.

Is SmartAsset AMP legit?
SmartAsset is headquartered in New York City and maintains a fully remote workforce. It is a BBB Accredited Business (accredited since April 25, 2023) and currently has an A+ BBB rating. SmartAsset has also been named to Y Combinator’s “Top 100 Companies of all time” list.* In addition, SmartAsset was recognized on the Inc. 5000 list (#2574 in 2023)* and closed a $110 million Series D funding round in 2021 at a valuation over $1 billion. SmartAsset has been covered by major media outlets, including The New York Times and CNBC. 

*For third-party recognitions listed above: SmartAsset did not provide compensation in exchange for the rating/recognition other than any applicable submission or licensing fees (where applicable).
Are the consumer referrals real?
Yes. Investors voluntarily complete SmartAsset’s 30+ question questionnaire and provide their contact information to explore working with an advisor. These investors typically:

  • Have an average $1.15M in investable assets3

  • 83% are retired or near retirement

  • 64% do not currently have an advisor

They are real people making real financial decisions. Though, like any digital channel, responsiveness varies.
Why do some advisors say SmartAsset consumer referrals feel like “spam”?
Some potential investors forget that they used a financial tool, or that they may receive outreach from more than one advisor. It is clear in our marketing and in the questionnaire that this will happen. But if they forget, it can create confusion or frustration when calls begin. 

Potential investors fill out a 30+ question survey about their goals, and provide information including assets, location, name, email address, phone number and consent to be contacted by their matches as well as us. 

Advisors who set expectations clearly, reference the investor's original goal (retirement, rollover, planning) and offer an easy opt-out tend to create a better experience for both sides. 
Why do some advisors report mixed experiences?
Outcomes can vary based on factors such as process, follow-up speed, consistency, and market conditions. As part of your subscription, your account manager provides guidance on platform features and best-practice usage to help you launch your plan, refine your outreach, and make the most of the platform over time.
Why do online reviews about SmartAsset AMP consumer referral quality vary so much?
Advisor outcomes can vary based on process, follow-up speed, consistency, market conditions, and expectations. Common experiences shared in online interviews include:

  • Some advisors report difficulty reaching consumer referrals or encountering mismatched information.

  • Others report positive outcomes when calling quickly, using multi-touch outreach, and running AMP consistently over months or years.

Advisors who find success with AMP typically treat it as a structured, long-term marketing channel—NOT a one-month test.
Why do some advisors call AMP an “expensive numbers game”?
AMP requires meaningful volume, consistent follow-up, and time for conversations to mature. Short tests or low volume often lead advisors to perceive the platform as expensive.
‍
Advisors who run AMP continuously, contact consumer referalls immediately, and follow a disciplined cadence often report more positive outcomes.

The bottom line: AMP generates opportunities, the advisor’s process determines conversion.
Does AMP only work for big firms or calling teams?
No. Solo advisors and small teams can succeed on AMP with a predictable, repeatable outreach and follow-up process. Our outreach automation helps make it easier to follow up, stay organized, and close more clients.

Larger teams may route calls differently, but AMP is designed to be process-driven - not size dependent.
How long does it take to see results with SmartAsset AMP?
Every advisor’s timeline varies. AMP is best viewed as a pipeline-building system, where conversations develop over weeks or months, not a guaranteed short-term win. 

Many advisors nurture consumer referrals over time, including those who convert months after initial outreach.
How is pricing determined?
Pricing is based on your target asset tiers and desired monthly consumer referral volume. A member of our team will walk you through what to expect and help you choose a plan that aligns with your growth goals.
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*All data as of January 2025

‍1The estimated total AUM closed by advisors from SmartAsset referrals is based on the number of matches made between validated investors reporting over $25K in investable assets and advisors from 2020-2024. Further, the calculation assumes: a 4% close rate (based on data collected from partners and industry benchmarks) and an average amount of assets per household of $1.15M, which was calculated from self-reported asset ranges in the advisor matching survey. The calculation is: Valid Matches*Average Assets Per Household*4% Conversion Rate.

‍2 The estimated AUM closed by advisors from SmartAsset referrals is based on the number of matches made between validated investors reporting over $25K in investable assets and advisors in 2024. Further, the calculation assumes: a 4% close rate (based on data collected from partners and industry benchmarks) and an average amount of assets per household of $1.15M, which was calculated from self-reported asset ranges in the advisor matching survey. The calculation is: Valid Matches*Average Assets Per Household*4% Conversion Rate.

‍3Average investor investable assets doesn't include consumers reporting <$25K in investable assets, is calculated using the midpoint of asset tiers selected by the consumer, and aggregated over 2024.

SmartAsset AMP does not guarantee clients, revenue, or asset growth. Advisor experiences and outcomes vary based on firm profile, outreach practices, market conditions, and other factors. Results may not be the same for everyone who uses SmartAsset.

SmartAsset Advisors, LLC ("SmartAsset"), a wholly owned subsidiary of Financial Insight Technology, is registered with the U.S. Securities and Exchange Commission as an investment adviser. SmartAsset’s services are limited to referring users to third party advisers registered or chartered as fiduciaries ("Adviser(s)") with a regulatory body in the United States that have elected to participate in our matching platform based on information gathered from users through our online questionnaire. SmartAsset receives compensation from Advisers for our services. SmartAsset does not review the ongoing performance of any Adviser, participate in the management of any user’s account by an Adviser or provide advice regarding specific investments.

We do not manage client funds or hold custody of assets, we help users connect with relevant financial advisors.

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