Side-by-Side Comparison
Category
Financial Planning
Financial Planning
Price
$0–1.15% AUM/yr
Free matching
Pricing Model
Free + managed
Free
Overall Rating
4.3/5
4.0/5
Ease of Use
4.4/5
4.2/5
Value for Money
4.2/5
4.8/5
Support Quality
4.0/5
3.5/5
Free Tier
✅ Yes
✅ Yes
Mobile App
✅ Yes
❌ No
Platform
Web, iOS, Android
Web
Founded
2009
2012
Users
18M+ users
75M+ users/yr
Best For
Those with $100K+ who want free tracking tools and option for managed service
People researching advisors, DIY planners using calculators
Data as of January 2026. Always verify current pricing on vendor websites.
🏆 Bottom Line Verdict
SmartAsset is the stronger choice for most users, scoring 4.3/5 overall vs Empower's 4.3/5. However, Empower may be the better fit if you prioritize those with $100k+ who want free tracking tools and option for managed service.
Choose Empower if: Those with $100K+ who want free tracking tools and option for managed service
Choose SmartAsset if: People researching advisors, DIY planners using calculators
📊 Key Differentiators
Empower and SmartAsset both serve the financial planning market, but their strengths diverge in three specific areas:
- Pricing: Empower starts at $0–1.15% AUM/yr vs SmartAsset's Free matching. Both offer free tiers to test before committing to a paid plan.
- Ease of use: Empower rates 4.4/5 on ease of use; SmartAsset rates 4.2/5. Empower is the simpler option — better for teams that want quick onboarding.
- Value for money: Empower scores 4.2/5 on value; SmartAsset scores 4.8/5. SmartAsset delivers more per dollar at its price point.
Founded: Empower (2009) · SmartAsset (2012) · User base: 18M+ users vs 75M+ users/yr
Ratings Breakdown
💪 Empower
Free net worth tracking + wealth management
Overall
4.3★★★★☆
Ease of Use
4.4★★★★☆
Value
4.2★★★★☆
Support
4.0★★★★☆
🧠 SmartAsset
Free tools + advisor matching platform
Overall
4.0★★★★☆
Ease of Use
4.2★★★★☆
Value
4.8★★★★½
Support
3.5★★★½☆
Empower — Pros & Cons
✅ PROS
- Best free net worth and portfolio tracker
- Fee analyzer shows hidden fund costs
- 401(k) analyzer
- Cash flow and budgeting tools
- Wealth management option for $100K+
❌ CONS
- Free tier is light on planning
- Managed service minimum is $100K
- Aggressive upsell to managed service
- Budgeting tools less detailed than Mint/YNAB
SmartAsset — Pros & Cons
✅ PROS
- 100% free to use
- Advisor matching connects you with vetted advisors
- Strong suite of financial calculators
- Retirement readiness tools
- Home affordability calculators
❌ CONS
- Not a planning service — just a marketplace
- Advisors pay to be listed (potential conflict)
- Quality of advisors varies significantly
- No ongoing relationship management
Key Features Compared
Empower
- Net worth dashboard
- Investment checkup
- Fee analyzer
- Retirement planner
- Cash flow tools
SmartAsset
- Advisor matching
- Retirement calculators
- Investment returns
- Home affordability
- Tax calculator
Frequently Asked Questions
Is Empower better than SmartAsset?
SmartAsset scores higher overall (4.3/5) vs Empower (4.3/5). Choose Empower for those with $100k+ who want free tracking tools and option for managed service; choose SmartAsset for people researching advisors.
How much does Empower cost vs SmartAsset?
Empower costs $0–1.15% AUM/yr (Free + managed). SmartAsset costs Free matching (Free). Always verify current pricing on vendor websites.
How much does Empower cost in 2026?
Empower costs $0–1.15% AUM/yr as of 2026. The pricing model is Free + managed. A free tier is available.
Does Empower have a free tier?
Yes — Empower offers a free tier, making it easy to test before committing to a paid plan. SmartAsset also offers a free tier.
What's the main difference between Empower and SmartAsset?
Empower is best for those with $100k+ who want free tracking tools and option for managed service, while SmartAsset is better suited for people researching advisors. Both tools have comparable overall ratings.
Related Comparisons & Resources
ℹ️ Data Verified Ratings and features researched as of January 2026. Pricing may change — always verify on vendor websites before purchase.
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