Privacy Policy
Effective date: June 23, 2026
Please see our California Notice at Collection below for a high-level overview of our privacy practices.
This Privacy Policy describes the personal information that Financial Insight Technology, Inc. d/b/a SmartAsset and our affiliates (“we,”“us,” or “our”) collect when you visit our websites at https://smartasset.com/, https://getamp.smartasset.com/, https://insights.smartasset.com/, https://www.deftsales.com/, https://smartadvisormatch.com/ or any other websites or subdomains which link to this Privacy Policy (our “Sites”) or use our other online services or otherwise communicate or interact with us (collectively, our “Services”), and your choices concerning our data practices.
This Privacy Policy applies to information relating to consumers who visit our Sites or use or engage with our Services (“Consumers”), including by consulting educational materials on our Sites, interacting with our calculators or other tools, advertisements, or using our Sites or Services to match to advisers registered or chartered as fiduciaries (“Adviser(s)”) with a regulatory body in the United States. This Privacy Policy also applies to the personal information of Advisers who subscribe to and use our Services or otherwise interact with us.
This Privacy Policy does not apply to information about Consumers that we receive from and process on behalf of Advisers, where we act as a service provider to Advisers in the course of providing Services under contract to them. Any such information is protected by our agreements with the relevant Adviser and we use such information only as permitted by the Adviser pursuant to such agreements. If you have questions about how an Adviser uses your personal information in connection with our Services, please contact the Adviser directly.
PERSONAL INFORMATION WE COLLECT
Personal Information You Provide
The types of personal information that we collect, use, and disclose will vary based on our relationship or interactions with you. When you use our Services, we may collect the following categories of information from you as a user of our Services:
- Contact information, such as your first and last name, phone number, email address, zip code, account username and password, and social media handles.
- Demographic information, if you choose to provide it, such as your age, marital status, and home ownership status.
- Financial information, if you choose to provide it, such as your financial goals, total assets, monthly savings, household income, real estate or business ownership status and other information about your financial status.
- Employment information, such as company name, job title, or business contact information (e.g., work email addresses and phone numbers).
- Payment information, that you provide to pay for the use of the Services, including payment card information, bank account and routing information for ACH, transaction amount, and transaction history.
- Marketing information, such as your preferences for receiving our communications, and details about how you engage with our communications.
- Communications, that we exchange with you, such as when you contact us with questions, feedback or otherwise respond to surveys or correspond with us online, by phone or text message, including through any chat function that we may make available on our Sites.
- Other information, which you may choose to provide while filling out our intake forms and surveys.
Personal Information We Collect Automatically
We, our service providers, and our business partners may automatically log information about you, your computer or your mobile device, and your interactions with us over time, including your interactions with our Services and communications. Such information may include:
Device data. This may include your computer’s or mobile device’s operating system type and version, manufacturer and model, browser type, screen resolution, device type (e.g., phone, tablet), IP address, unique identifiers (including identifiers used for advertising purposes), language settings and general location information such as city, state or geographic area.
Usage data. This may include the pages or screens you viewed, the website you visited before browsing to the Services, navigation paths between pages or screens, information about your activity on a page or screen, access times, and whether you have opened or otherwise engaged with our communications, such as our marketing emails or clicked links or files within them.
We collect this information using the following types of tools to collect device and usage data:
- Cookies, which are text files that websites store on a visitor’s device to uniquely identify the visitor’s browser or to store information or settings in the browser for the purpose of helping you navigate between pages efficiently, remembering your preferences, enabling functionality, and helping us understand website user activity and patterns.
- Local storage technologies, like HTML5, that provide cookie-equivalent functionality but can store larger amounts of data, including on your device outside of your browser, in connection with specific applications.
- Web beacons, also known as pixel tags or clear GIFs, are used to demonstrate that a webpage or email was accessed or opened, or that certain content was viewed or clicked.
For information regarding how you can limit online tracking, please see the “Online tracking opt-out” section below.
Personal Information We Obtain From Third Parties
Social media information. We may maintain pages on social media platforms, such as Facebook, LinkedIn and X. When you visit or interact with our pages on those platforms, the platform provider’s privacy policy will apply to your interactions and their collection, use and processing of your personal information. You or the platforms may provide us with information through the platform, and we will treat such information in accordance with this Privacy Policy.
Public records. We obtain information from public records and government sources. For example, we obtain Adviser registration information from the Investment Adviser Public Disclosure (IAPD) website.
Other Sources. We may obtain personal information from third parties, such as marketing partners, publicly available sources, and data providers.
HOW WE USE PERSONAL INFORMATION
We use personal information for the following purposes:
- To provide and improve the Services and respond to your inquiries. This includes:
- Allowing you to access and use the Site and Services, including:
- For Consumers: providing access to financial educational materials, allowing you to use mortgage, tax, savings, retirement, and other calculators, providing access to reviews of financial products and services, sending newsletters, providing information aboutassisting you with identifying financial opportunities that may be of interest to you, and connecting you to Advisers based on your investable assets, geography, and willingness to work with a remote adviser;
- For Advisers: administering, hosting, and operating the Services, including facilitating account creation, processing payments and transactions, authentication, and otherwise managing user accounts;
- Communicating with you and responding to any inquiries you may have; and
- Analyzing your use of the Services to allow us to evaluate and improve the Services and its features.
- For research and development. We may use data for research and development purposes, including analyzing and improving our Services and our business. If personal information is included, we may create aggregated, de-identified, or other anonymous data from personal information we collect. We anonymize personal information by removing details that make it personally identifiable to you. We may use this anonymous data and share it with third parties for our lawful business purposes, including analyzing and improving our Services and promoting our business.
- For marketing and advertising. We may use personal information for marketing and advertising purposes, including:
- Direct marketing. We may send you newsletters and email marketing in accordance with your preferences, and we may tailor our communications with you to accommodate your interests and use of the Services.
- Interest-based advertising. We may engage third-party advertising companies to display ads promoting our services across the web. These companies may use cookies and similar technologies to collect information about interactions over time across the Internet and use that information to serve online ads that they think will be of interest. For more information, please see the “Personal Information We Collect Automatically” section above. For information regarding how you can limit online tracking, please see the “Online tracking opt-out” section below.
- For compliance and protection. We use your personal information to comply with our legal obligations and to defend ourselves against legal claims or disputes, including to:
- Comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas or requests from government authorities.
- Protect our, your or others’ rights, privacy, safety or property (including by making and defending legal claims).
- Audit our internal processes for compliance with legal and contractual requirements and internal policies.
- Enforce the terms and conditions that govern our Services.
Prevent, identify, investigate and deter fraudulent, harmful, unauthorized, unethical or illegal activity, including cyberattacks and identity theft.
HOW WE DISCLOSE PERSONAL INFORMATION
We may disclose your personal information to the following parties:
- Advisers. If you are a Consumer and you use our Services to find an Adviser, we disclose your personal information to relevant Advisers that meet our participation criteria and actively participate in our Services as permitted by our Terms of Service. Those advisers will contact you with the information you have provided.
- Affiliates. We may disclose personal information to our affiliates, meaning entities that control, are controlled by, or are under our common control. Our affiliates may use the personal information we share in a manner consistent with this Privacy Policy.
- Service providers. We may disclose personal information to companies and individuals that provide services on our behalf or to help us operate the Services (such as hosting, analytics, marketing, customer support, and other information technology services). We may also disclose personal information to professional advisers, such as lawyers, auditors, bankers and insurers, where necessary in the course of the professional services that they render to us.
- Advertising partners. We may disclose personal information to third-party advertising and marketing partners, where permitted by applicable laws.
- Authorities and others. We may disclose personal information to law enforcement, government authorities, and private parties, as we believe in good faith to be necessary or appropriate for the compliance and protection purposes described above.
Business transferees. We may disclose personal information to acquirers and other relevant participants in business transactions (or negotiations for such transactions) involving without limitation, a corporate divestiture, merger, consolidation, acquisition, reorganization, sale or other disposition of all or any portion of the business or assets of, or equity interests in, our business (including, in connection with a bankruptcy or similar proceedings) in accordance with applicable law.
Financial Insight Technology, Inc
Attn: Michael Carvin
122 East 42nd Street, Suite 4300, New York, NY 10168, USA
YOUR PRIVACY RIGHTS AND CHOICES
Opt-out of marketing communications. You may opt out of marketing-related emails and other communications by following the opt-out or unsubscribe instructions in the communications you receive from us or by emailing us at deletemyinfo@smartasset.com. You may continue to receive Services-related and other non-marketing emails, i.e., if you are a client.
Privacy rights and requests. Any personal information we collect, use, or disclose about Consumers who initiate or complete the process of applying for financial products or services is protected by the Gramm-Leach-Bliley Act (“GLBA”) and, where applicable, certain state financial privacy laws, such as the California Financial Information Privacy Act (“CalFIPA”). You can learn more about how we handle this information and your choices by reviewing our GLBA Privacy Notice.
Residents of California, Connecticut and Oregon may have certain additional rights as described below, but such rights apply only to personal information that is not regulated by the GLBA or CalFIPA, and is not covered by our GLBA Privacy Notice:
- Information about how we have collected and used your personal information. We have made this information available to you without having to request it by including it in this Privacy Policy.
- Access to a copy of the personal information that we have collected about you. Where applicable, we will provide the information in a portable, machine-readable, readily usable format.
- Deletion of personal information that we no longer need to provide our Services or for other lawful purposes.
- Appeal our denial of your personal information request by contacting us at compliance@smartasset.com.
Account deactivation and deletion. If you have an account for our Services, you may request deactivation and deletion of your information by contacting us at deletemyinfo@smartasset.com. Note that we may not be able to fully delete all of your personal information from our archives due to legal or regulatory obligations for a certain period of time.
Limits on your choices. In some instances, your choices may be limited, such as when fulfilling your request would impair the rights of others, our ability to provide the requested service, or our ability to comply with our legal obligations and enforce our legal rights. If you are not satisfied with how we address your request, you may submit a complaint by contacting us at info@smartasset.com.
Online tracking opt-out. You can limit online tracking by:
- Blocking cookies in your browser. Many browsers let you remove or reject cookies, including cookies used for interest-based advertising. To do this, follow the instructions in your browser settings. Many browsers accept cookies by default until you change your settings. For more information about cookies, including how to see what cookies have been set on your device and how to manage and delete them, visit www.allaboutcookies.org. Use the following links to learn more about how to control cookies and online tracking through your browser: Firefox, Chrome, Microsoft Edge, Safari (Mac), Safari (Mobile/iOS).
- Blocking advertising ID use in your mobile settings. Your mobile device settings can provide functionality to limit the use of the advertising ID associated with your mobile device for interest-based advertising purposes.
- Using privacy plug-ins or browsers. You can block our Website from setting cookies used for interest-based ads by using a browser with privacy features, like Brave, or installing browser plugins like Privacy Badger, Ghostery, or uBlock Origin, and configuring them to block third-party cookies/trackers.
- Google Analytics. We use Google Analytics to help us better understand how people engage with our Services by collecting information and generating reports about how users use our Services. For more information on Google Analytics, click here. For more information about Google’s privacy practices, click here. You can opt out of Google Analytics by downloading and installing the browser plug-in available here.
- Retention Opt Out. You may opt out of receiving this advertising by visiting https://app.retention.com/optout.
- Advertising industry opt-out tools. You can also use these opt-out options to limit the use of your information for interest-based advertising by participating companies:
- Platform opt-outs. Some advertising partners offer opt-out features that let you opt out of the use of your information for interest-based advertising, including:
Note that because these opt-out mechanisms are specific to the device or browser on which they are exercised, you will need to opt out on every browser and device that you use.
Do Not Track. Some Internet browsers can be configured to send “Do Not Track” signals to the online services that you visit. We currently do not respond to “Do Not Track” signals. To find out more about “Do Not Track,” please visit http://www.allaboutdnt.com.
SECURITY
We use commercially reasonable security measures designed to protect against unauthorized access, misuse, loss, disclosure, alteration, and destruction of personal information we maintain. Unfortunately, data transmission over the internet cannot be guaranteed to be completely secure. Therefore, while we strive to protect personal information, we cannot guarantee the security of personal information.
DATA RETENTION
The length of time we retain personal information will be determined based upon the following criteria: the length of time your personal information remains relevant; the length of time it is reasonable to keep records to demonstrate that we have fulfilled our duties and obligations; any limitation periods within which claims might be made; any retention periods prescribed by law or recommended by regulators, professional bodies or associations; the type of contract we have with you, and our business interest in keeping such information as stated in this Privacy Policy.
CHILDREN
Our Services are not intended for individuals under the age of 18. If we learn that we have collected Personal Information from an individual under the age of 18, we will take reasonable measures to promptly delete such data from our records. If you become aware of any data we have collected from children, please contact us as provided in the “Contact Us” section below. We do not intentionally gather personal data about visitors who are under the age of 13.
JOB APPLICANTS
When you visit the careers portion of our Sites, we collect the information that you provide to us in connection with your job application. This includes business and personal contact information, professional credentials and skills, educational and work history, and other information that may be included in a resume. This may also include diversity information that you voluntarily provide. We use this information to facilitate our recruitment activities and to process employment applications, such as evaluating job candidates for employment activities and monitoring recruitment statistics. We may also use this information to operate and improve the Services, and as otherwise necessary for compliance, fraud prevention, and safety purposes.
OTHER SITES AND SERVICES
Our Services may contain links to websites and other online services operated by third parties. In addition, our content may be included on web pages, in mobile applications, or in online services that are not associated with us. These links and integrations are not an endorsement of, or representation that we are affiliated with, any third party. We do not control third-party websites, mobile applications, or online services, and we are not responsible for their actions. Other websites and services follow different rules regarding the collection, use and disclosure of personal information. We encourage you to read the privacy policies of the other websites and mobile applications and online services you use.
CHANGES TO THIS PRIVACY POLICY
We may modify this Privacy Policy at any time. If we make material changes to this Privacy Policy, we will notify you by updating the date of this Privacy Policy and posting it on our Sites.
CONTACT US
If you have questions regarding our Privacy Policy, please email us at info@smartasset.com or write to us at:
Financial Insight Technology, Inc
Attn: Michael Carvin
122 East 42nd Street, Suite 4300, New York, NY 10168, USA
CALIFORNIA NOTICE AT COLLECTION*
Below is a high-level snapshot of our practices currently and during the past 12 months regarding the categories of personal information that we collect and how we use and disclose them. Please read the entire Privacy Policy for complete information. We retain your personal information as described in the “Data Retention” section of our Privacy Policy.
| Data Categories Collected | How We Collect | Primary Purpose of Processing | Key Disclosures | Can You Limit Sharing? |
|---|---|---|---|---|
| Identifiers, such as a real name, alias, postal address, unique personal identifier, online identifier, Internet Protocol address, email address | Directly from you; from third-party sites and services | To provide and administer the Services; to improve, monitor, personalize and protect our Services; to communicate with you; for marketing and advertising | Service providers | No |
| Marketing and advertising partners | Yes | |||
| Personal information categories listed in the California Customer Records Statute (e.g., name, contact details) | Directly from you; from third-party sites and services | To provide and administer the Services; to improve, monitor, personalize and protect our Services; to communicate with you; for marketing and advertising | Service providers | No |
| Marketing and advertising partners | Yes | |||
| Commercial information, including but not limited to records of products or services purchased | Directly from you; from third-party sites and services | To provide and administer the Services; to improve, monitor, personalize and protect our Services; communicate with you; for marketing and advertising | Service providers. | No |
| Marketing and advertising partners | Yes | |||
| Professional or employment-related information | Directly from you; from public or third-party information sources | To provide and administer the Services; to improve, monitor, and personalize our Services; for marketing and advertising; when you apply for a job with us | Service providers | No |
| Marketing and advertising partners | Yes | |||
| Internet or other electronic network activity information, including but not limited to browsing history and search history | Directly from you; from third-party sites and services | To improve, monitor, personalize and protect our Services; to improve, monitor, and personalize our Services; and for marketing and advertising | Service providers | No |
| Marketing and advertising partners | Yes | |||
| Inferences drawn from information to create a profile about your behavior, preferences, etc. | Directly from you; from third-party sites and services | To improve, monitor, personalize and protect our Services; to improve, monitor, and personalize our Services; and for marketing and advertising | Service providers | No |
| Marketing and advertising partners | Yes | |||
| Sensitive personal information (Social Security number, driver’s license, state identification card, or passport number; account log-in, financial account, debit card, or credit card number in combination with any required security or access code, password, or credentials allowing access to an account; racial or ethnic origin, religious or philosophical beliefs, citizenship, immigration status, or union membership. | Directly from you | To provide and administer the Services | Service providers | No |
*As described further in our Privacy Policy, we may disclose all categories of personal information to our service providers, affiliates, and professional advisors for the purposes described in the Privacy Policy. We may also disclose personal information to authorities and others for legal and compliance purposes, and to business transferees in the context of an acquisition, the sale of our business, or another corporate transaction.