Side-by-Side Comparison
Category
Financial Planning
Financial Planning
Price
Free matching
$0–1.15% AUM/yr
Pricing Model
Free
Free + managed
Overall Rating
4.0/5
4.3/5
Ease of Use
4.2/5
4.4/5
Value for Money
4.8/5
4.2/5
Support Quality
3.5/5
4.0/5
Free Tier
✅ Yes
✅ Yes
Mobile App
❌ No
✅ Yes
Platform
Web
Web, iOS, Android
Founded
2012
2009
Users
75M+ users/yr
18M+ users
Best For
People researching advisors, DIY planners using calculators
Those with $100K+ who want free tracking tools and option for managed service
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 SmartAsset if: People researching advisors, DIY planners using calculators
Choose Empower if: Those with $100K+ who want free tracking tools and option for managed service
📊 Key Differentiators
SmartAsset and Empower both serve the financial planning market, but their strengths diverge in three specific areas:
- Pricing: SmartAsset starts at Free matching vs Empower's $0–1.15% AUM/yr. Both offer free tiers to test before committing to a paid plan.
- Ease of use: SmartAsset rates 4.2/5 on ease of use; Empower rates 4.4/5. Empower is the simpler option — better for teams that want quick onboarding.
- Value for money: SmartAsset scores 4.8/5 on value; Empower scores 4.2/5. SmartAsset delivers more per dollar at its price point.
Founded: SmartAsset (2012) · Empower (2009) · User base: 75M+ users/yr vs 18M+ users
Ratings Breakdown
🧠 SmartAsset
Free tools + advisor matching platform
Overall
4.0★★★★☆
Ease of Use
4.2★★★★☆
Value
4.8★★★★½
Support
3.5★★★½☆
💪 Empower
Free net worth tracking + wealth management
Overall
4.3★★★★☆
Ease of Use
4.4★★★★☆
Value
4.2★★★★☆
Support
4.0★★★★☆
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
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
Key Features Compared
SmartAsset
- Advisor matching
- Retirement calculators
- Investment returns
- Home affordability
- Tax calculator
Empower
- Net worth dashboard
- Investment checkup
- Fee analyzer
- Retirement planner
- Cash flow tools
Frequently Asked Questions
Is SmartAsset better than Empower?
SmartAsset scores higher overall (4.3/5) vs Empower (4.3/5). Choose SmartAsset for people researching advisors; choose Empower for those with $100k+ who want free tracking tools and option for managed service.
How much does SmartAsset cost vs Empower?
SmartAsset costs Free matching (Free). Empower costs $0–1.15% AUM/yr (Free + managed). Always verify current pricing on vendor websites.
How much does SmartAsset cost in 2026?
SmartAsset costs Free matching as of 2026. The pricing model is Free. A free tier is available.
Does SmartAsset have a free tier?
Yes — SmartAsset offers a free tier, making it easy to test before committing to a paid plan. Empower also offers a free tier.
What's the main difference between SmartAsset and Empower?
SmartAsset is best for people researching advisors, while Empower is better suited for those with $100k+ who want free tracking tools and option for managed service. 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.
Need Help Choosing?
Answer a few questions and get matched to the right financial planning for your situation.
Get AI-Powered Match →