SmartAsset announced that it has hired Firoze Lafeer as chief technology officer.

In his new role, Lafeer will lead SmartAsset’s data, engineering and technology teams and, specifically, enhance the firm’s consumer-advisor matching capabilities via algorithm, architecture and code updates, the company said.

“Firoze has a thunderous talent for understanding technology, systems and processes, given his impressive background and prior professional experiences,” said Michael Carvin, CEO and founder of SmartAsset, in released comments. “From founding a start-up to [serving as] head of architecture and CTO at world-renowned banks, Firoze is admired and respected as a tech innovator and for shaping first-rate digital transformation initiatives."

Prior to joining SmartAsset, Lafeer served as chief architect at Silicon Valley Bank, chief technology officer at Breakout Capital and chief technology officer of Capital One Labs.

While SmartAsset primarily serves as an online financial literacy hub for everyday Americans, it also operates SmartAdvisor, a marketing program connecting its users to advisors and firms, which in its first two years connected advisors to over $9.7 billion in additional AUM.

Last year, SmartAsset launched LiveConnections, which helps connect advisors to prospects live and on the telephone. At that time, the average investor using the SmartAsset platform was 57 years old with $890,000 in assets. More than three-quarters of the users, 76%, did not currently work with an advisor, and 70% were either retired or within 10 years of retirement.