SmartAsset is a dynamic startup that aims to empower individuals to make informed financial decisions. The company offers a suite of free, interactive tools and calculators designed to simplify complex financial choices. These tools cover a wide range of financial topics, including home buying, refinancing, retirement planning, life insurance, taxes, investing, and personal loans. SmartAsset's resources are created by personal finance experts, ensuring that users receive reliable and accurate information.

The company primarily serves individuals who are looking to make smarter financial decisions but may lack the expertise or time to build detailed financial models themselves. By providing easy-to-use tools and comprehensive guides, SmartAsset helps users navigate the often confusing world of personal finance with confidence.

SmartAsset operates in the personal finance market, a sector that includes financial planning, investment advice, and money management. The company's business model revolves around offering free tools to users while generating revenue through partnerships and advertising. For instance, SmartAsset connects users with financial advisors in their area, earning a fee for these referrals. Additionally, the company features reviews and comparisons of financial products like credit cards and mortgage lenders, earning affiliate commissions when users sign up for these products through their links.

In summary, SmartAsset simplifies financial decision-making for individuals by offering expert-created tools and guides. The company makes money through partnerships, advertising, and affiliate commissions, all while helping users make better financial choices.

Keywords: financial tools, home buying, refinancing, retirement planning, life insurance, taxes, investing, personal loans, financial advisors, affiliate commissions.