LPL Financial selects SmartAsset for its Vendor Affinity Program to support the efforts of its 18,000+ financial advisors in finding investors

NEW YORK–(BUSINESS WIRE) – SmartAsset, the largest marketplace connecting consumers with financial advisors, announced today that LPL Financial LLC (“LPL”), a leading partner of financial advisors, has selected SmartAsset for inclusion in LPL’s Vendor Affinity Program. As of June 2021, more than 18,000 independent financial advisors affiliated with LPL Financial can now use SmartAsset’s industry-changing SmartAdvisor platform, which connects validated consumer prospects with fiduciary financial advisors in the United States

LPL’s Vendor Affinity Program is designed to help Consultants reduce the complexity and cost of their business operations by building a network of third party vendors who have agreed to offer LPL Consultants their products and services at discounted prices. Vendors are selected for inclusion in the program based on the consultants’ demand, the ease of use of their product or service, and their ability to meet LPL’s security and compliance requirements.

“We are very pleased to be accepted into LPL’s Vendor Affinity Program. We are seeing a big change in the way consultants grow their business as more and more individual RIAs and companies use digital marketing channels to drive the search for investors and thus AUM growth, ”said Michael Carvin, Founder and CEO from SmartAsset. “By reaching more than 100 million consumers each month, our audience size and unprecedented size allow us to generate billions of dollars in new AUM for our partners every year. We look forward to driving growth for LPL consultants in the years to come. ”

Consultants connected to LPL Financial also have the option of using SmartAsset’s “Live Connections” service. Available only to consultants on SmartAsset’s SmartAdvisor platform, Live Connections is a new way to deliver highly intelligent, validated consumer interests over a warm phone broadcast to RIAs and businesses to meet today’s demand for demand. Live Connections reduces consultants’ marketing efforts by eliminating the time they spend searching, contacting, and tracking consumers. By solving an important problem for advisors – expanding their practice while maximizing the time they spend with clients – SmartAdvisor and Live Connections have positively transformed the wealth planning industry for prospecting and AUM growth.

“As the need for digital marketing solutions increases, we see the value of a tool like SmartAsset for consultants looking to grow their practices,” said Rob Pettman, LPL Financial Executive Vice President, Wealth Management Solutions. “SmartAsset offers you a new way to get in touch digitally with investors across the country and, at the same time, to gain time for your existing customers. It also gives consultants more choices of solutions that they can use to grow their business. ”

SmartAsset matches investors seeking financial advice with fiduciary financial advisors who can choose the geography and asset class of prospects they want to work with. Driven by the introduction of Live Connections, SmartAdvisor has seen 100 percent growth in brokered assets. In April, the assets flowing through SmartAdvisor were more than $ 35 billion. In addition, the amount of closed investable assets for consultants on SmartAdvisor increased from $ 5 billion in 2019 to $ 10 billion in 2020 and is $ 20 billion in 2021. SmartAsset’s goal is to be by To route $ 100 billion in new, closed AUM to advisors in 2024.

SmartAsset reaches more than 100 million people every month and is the first port of call for financial advice on the Internet. The average SmartAdvisor investor is around 57 years old, has $ 890,000 investable assets, and 76% said they do not currently have an advisor. Approximately 70% are retired or less than 10 years away from retirement. Given the vast size of SmartAsset’s audience, the SmartAdvisor platform and Live Connections service are transforming the way financial advisors approach marketing, business development and lead generation in the digital age.

To learn more about the SmartAdvisor platform and SmartAsset’s Live Connections service, please visit:

About SmartAsset

SmartAsset is the online financial advisory resource powered by SmartAdvisor, the largest marketplace connecting consumers with financial advisors and financial products. SmartAsset reaches more than 100 million people every month with its educational content and personalized calculators and tools. SmartAsset’s mission is to help people make smart financial decisions. SmartAsset was named to the list of the 100 Best Companies of All Time by Y Combinator, Forbes List of Best Startup Employers in America in 2020 and 2021 by Wealth & Finance International as the best financial planning technology company in New York. Please visit for more information.

Comments are closed.