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SmartAsset Gets Into 'Match-Making'

Advisors may soon find themselves humming the lyrics to the musical Fiddler on the Roof: "Find me a find, catch me a catch."

SmartAsset is launching a “white glove match-making service,” called Live Connections, to connect prospective clients with financial advisors using the SmartAdvisor platform. The “warm phone transfer” is a formal rollout of a program that’s been in pilot since late 2019 and has a nearly 20% conversion rate, according to the firm.

The typical investor that enters the “match-making experience” is approximately 57 years old and holds about $890,000 in investable assets, according to SmartAsset data. More than three-quarters do not currently have an advisor and roughly 70% are retired or less than 10 years away from retirement.

“The tens of thousands of consumers that utilize SmartAdvisor each month are now able to take control of the advisor search process when intent is at the absolute highest, and we’re able to connect them directly with the advisors they want to speak to at that moment in time,” said Michael Carvin, CEO and co-founder of SmartAsset, in a statement. 

“For advisors, Live Connections cuts through the noise,” he added. “We’re able to instantly connect them with validated consumer leads over the phone. All advisors have to do is pick up the call and focus on what they’re good at: advising clients.”

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