Financial Advisor Lead Generation | SmartAsset Advisor Marketing Platform (AMP)

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 2024¹

~50K

Monthly Matches

We work with firms of all sizes:

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See how we match fiduciary advisors with high intent investors.

AMP at a Glance

Subscriptions include built-in tools and support to help you follow up, stay organized, and close more clients.²

8.6M+

Monthly unique users reached

50.5M

Investors reached monthly via partners

$138.8B

Total AUM attributed to SmartAdvisor connections²

$30B+

AUM closed last year¹

$1.15M

Average investor assets³

64%

Have no Advisor

A marketing platform built to start real conversations with real investors.

AMP connects financial advisors with investors actively seeking 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

Book meetings and build towards a consistent, predictable pipeline

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

Advisors Successful With AMP Follow a Process

Call immediately when a lead comes in (our fast call feature helps!)
Use multi-touch sequences using our included OAT features (calls, texts, email)
Leverage AMP outreach automation
Focus on listening, not pitching
Re-engage leads 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

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

AMP connects financial advisors with investors actively seeking guidance.
Advisors use AMP to:

The Myth

The Reality

“SmartAsset leads are spam.”

Investors explicitly opt in to be contacted during the survey when they provide their contact information.

“AMP is only for big teams.”

Solo advisors and small firms can succeed by following a structured outreach process.

“Leads should close immediately.”

AMP is a long-term pipeline builder. Conversations develop over time.

“Lead quality is everything.”

Advisor behaviors, such as speed, messaging, and consistency, can heavily influence outcomes.

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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}

Robert Gilliland, is a client of SmartAsset and has received compensation for his participation in this interview. 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 one to one-and-a-half clients per month from my leads 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 has received compensation for his participation in this interview. 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... and a little bit more than $1 billion is from SmartAsset." _{- Joe Anderson}

Joe Anderson, CFP®, is a client of SmartAsset and has not been compensated for his participation in this 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. _{- Joe Anderson}

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 leads 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 leads feel like “spam”?

Some investors forget they used a financial tool, or they may not expect outreach from more than one advisor. This can create confusion or frustration when calls begin.

However, every investor voluntarily shares their information in the questionnaire and provides explicit consent to be contacted by their advisor matches, who are named, as well as us, before finishing the questionnaire.

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 vary based on follow-up speed, consistency, filters, and market conditions. Your account manager can provide guidance on platform features and best-practice usage as an included part of your subscription.

Why do online reviews about SmartAsset AMP lead quality vary so much?

Advisor outcomes differ based on process, speed, and expectations. Common experiences from online reviews include:

Some advisors report difficulty reaching leads or mismatched information
Others report positive outcomes by calling quickly, using multi-touch outreach, and running AMP consistently over months.

AMP is most effective when used 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.
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Advisors who run AMP continuously, contact leads 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 by leveraging automation and a clear outreach sequence.

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 leads 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 lead 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.