Side-by-Side Comparison
Category
Financial Planning
Financial Planning
Price
$100–$200/mo
Free matching
Pricing Model
Monthly subscription
Free
Overall Rating
4.6/5
4.0/5
Ease of Use
4.5/5
4.2/5
Value for Money
4.3/5
4.8/5
Support Quality
4.7/5
3.5/5
Free Tier
❌ No
✅ Yes
Mobile App
❌ No
❌ No
Platform
Web, Video
Web
Founded
2016
2012
Users
20K+ members
75M+ users/yr
Best For
Mid-career professionals, families with complex finances, pre-retirees
People researching advisors, DIY planners using calculators
Data as of January 2026. Always verify current pricing on vendor websites.
🏆 Bottom Line Verdict
Facet is the stronger choice for most users, scoring 4.5/5 overall vs SmartAsset's 4.3/5. However, SmartAsset may be the better fit if you prioritize people researching advisors.
Choose Facet if: Mid-career professionals, families with complex finances, pre-retirees
Choose SmartAsset if: People researching advisors, DIY planners using calculators
📊 Key Differentiators
Facet and SmartAsset both serve the financial planning market, but their strengths diverge in three specific areas:
- Pricing: Facet starts at $100–$200/mo vs SmartAsset's Free matching. SmartAsset has a free tier; Facet requires payment from day one.
- Ease of use: Facet rates 4.5/5 on ease of use; SmartAsset rates 4.2/5. Facet is the simpler option — better for teams that want quick onboarding.
- Value for money: Facet scores 4.3/5 on value; SmartAsset scores 4.8/5. SmartAsset delivers more per dollar at its price point.
Founded: Facet (2016) · SmartAsset (2012) · User base: 20K+ members vs 75M+ users/yr
Ratings Breakdown
💼 Facet
CFP-led financial planning via subscription
Overall
4.6★★★★½
Ease of Use
4.5★★★★½
Value
4.3★★★★☆
Support
4.7★★★★½
🧠 SmartAsset
Free tools + advisor matching platform
Overall
4.0★★★★☆
Ease of Use
4.2★★★★☆
Value
4.8★★★★½
Support
3.5★★★½☆
Facet — Pros & Cons
✅ PROS
- Dedicated CFP for every member
- Comprehensive financial plan included
- Unlimited meetings with your planner
- Investment management included
- No AUM fees — flat subscription
❌ CONS
- No in-person meetings (all virtual)
- Not ideal for investment-only relationships
- Minimum income or asset requirements
- Wait list at times
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
Facet
- Comprehensive financial plan
- Investment management
- Tax optimization
- Insurance analysis
- Estate planning guidance
SmartAsset
- Advisor matching
- Retirement calculators
- Investment returns
- Home affordability
- Tax calculator
Frequently Asked Questions
Is Facet better than SmartAsset?
Facet scores higher overall (4.5/5) vs SmartAsset (4.3/5). Choose Facet for mid-career professionals; choose SmartAsset for people researching advisors.
How much does Facet cost vs SmartAsset?
Facet costs $100–$200/mo (Monthly subscription). SmartAsset costs Free matching (Free). Always verify current pricing on vendor websites.
How much does Facet cost in 2026?
Facet costs $100–$200/mo as of 2026. The pricing model is Monthly subscription. No free tier — a paid subscription is required.
Does Facet have a free tier?
No — Facet does not currently offer a free tier; a paid subscription is required. SmartAsset does offer a free tier if you want to test before paying.
What's the main difference between Facet and SmartAsset?
Facet is best for mid-career professionals, while SmartAsset is better suited for people researching advisors. Facet also scores 0.6 points higher on overall rating.
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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