New York-based web marketplace, SmartAsset, has acquired DeftSales, a Houston-based prospect engagement firm for financial experts.

This acquisition will help SmartAsset to expand its services. DeftSales, founded in 2020 by Brendan Brown, James Fason, and Hunter Wright, automates outreach, provides analytical insights and seamlessly integrates with various CRM platforms.

SmartAsset, founded by Michael Carvin, is an online platform that connects consumers to financial advisors through its national marketplace, SmartAdvisor.

DeftSales, designed specifically for financial advisors, is a fast response lead nurturing and development platform and is now part of SmartAsset. It provides advisors with compliant tools to seamlessly connect with prospects and monitor their lead nurturing.

The company aims to help people make informed financial decisions through personalized calculators and educational content.

James Fason, the COO and co-founder of DeftSales, will join SmartAsset as Director of Engineering to lead a team dedicated to advisor business development experience and engineering. SmartAsset has made 27 new hires across multiple departments in 2023, and it closed a $110 million Series D round, which values the company at over $1 billion.