SmartAsset vs Planswell

SmartAsset

smartasset.com

Analyzed September 26, 2026

Depends

Confidence: Medium

Consumers get solid free calculators and tax research . but expect a follow-up advisor sales pitch.

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Planswell

partners.planswell.com

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Pick SmartAsset when

Consumers doing retirement and tax research
Established RIAs with high client minimums
Advisors with capacity to absorb referrals

When SmartAsset is not a fit

Solo or new advisors . lead fees will crush margins
Consumers who just want tools, not advisor pitches
Buyers needing published, transparent pricing
Small firms that cannot absorb non-converting leads

Sources

SmartAsset homepagesmartasset.com
official
SmartAsset AMP . advisor referral generationgetamp.smartasset.com
official
Advisor Fees & Costs (compensation disclosure)smartasset.com
official
SmartAsset Reviews: 157 User Ratings . WalletHubwallethub.com
review
Trustpilot . smartasset.comtrustpilot.com
review
Reddit r/CFP . Lead gen platform recommendationsreddit.com
review
Reddit r/CFP . Anyone used SmartAsset?reddit.com
review
BBB Business Profile . SmartAssetbbb.org
review
SmartAsset raises $110M Series D . BusinessWirebusinesswire.com
news
RIABiz . SmartAsset referral pricing analysisriabiz.com
news
CVE-2020-26527 . Smart Asset (CVSS 9.8)strix.ai
security
CVE-2020-26525 . Smart Asset SQL Injection (CVSS 9.1)strix.ai
security
UpGuard . SmartAsset security rating reportupguard.com
security
Advisor Jetpack vs SmartAssetojaymediamarketing.com
review
Wealthtender vs SmartAssetwealthtender.com
review