See if your decisions are maximizing your growth.
We keep tracking every portfolio you leave behind, so you can see whether your decisions are building wealth or invisibly eroding it.
Stop losing compounded wealth.
Want to look around first? Explore the demo — no signup, no linking.
Decision Benchmark
You'll know if the trade was worth it.
Every time your portfolio changes, the one you had before disappears. You see the new portfolio but have no way of knowing whether the change actually made you better off.
Whether decisions are made by you, your financial advisor, or an AI agent, Decision Benchmark gives you a way to measure the results.
See which decisions are maximizing your growth, which are costing you money, and where things could be better.
For the first time you no longer have to take investment decisions on faith. You can measure how well they're working.
Pure Benchmarks
Real investing is messy. Your benchmark should reflect that.
Portfolios are shaped by advisors, AI agents, influencers, and investors from what they buy and sell, when they decide, how much cash they hold, and what they do when markets fall.
Most people are still scored against a stock index or a model. That is not the world they invest in.
Pure groups linked portfolios by the allocation they actually hold, aggregates the results, and builds the average. Same allocation. Real decisions. Real results.
For the first time you can see if your portfolio performance is ahead, in line, or behind other investors in your same asset allocation risk model.
A fair scoreboard. The one the industry never built.
Nests
Same firm. Same allocation. A rank you were never shown.
Imagine thousands of investors at your brokerage in your same asset allocation risk model outperforming you. You would want to know why people holding what you hold did better.
Your Nest is that rank, from linked portfolios at your own firm. Advised, it shows how your advisor's results compare with other portfolios like yours. Self-directed, it shows how your own decisions compare with other investors at that firm.
There is always a first and a last. The question is where you sit.
You have not been able to see it.
Now you can.
Drill into your allocation and market cap, or compare your Nest with the same allocation at other firms.
Join your Nest.
Hypotheticals
Before you change anything, see how the portfolio you're considering would have compared with the one you have now.
Decision Benchmark answers the change you already made: did it help, or did it quietly cost you? Hypotheticals is for the portfolio you haven't committed to yet.
Add a holding to your current portfolio, or build a new portfolio from scratch. Hypotheticals compares that version with your current portfolio through the same historical period—including the growth and the crashes—so you can see which one grew more, how far each fell, and how each recovered.
You get the clarity to consider a change using real historical data instead of a guess.
See it before you change it.
Cost of Panic
When your portfolio falls, see what happened the last time.
You can watch a portfolio grow for years and still lose ground in a week. The market drops. You sell low. By the time you buy back in, the recovery may already be underway.
The damage isn't necessarily the crash. It's being out of the market when it recovers.
Cost of Panic shows what happened to your portfolio during real market crashes—what you would have had if you stayed invested, what happened if you sold and bought back, and the difference between the two.
And when your portfolio falls to a level that could put you at risk of panic selling, Pure reaches out before you make the decision. You can see how your portfolio handled previous crashes—and that it may be worth more today because you stayed invested through them.
Before you sell, see what happened when you stayed.
Hetty
When you have a question about your portfolio, Hetty has an answer.
Markets move. Your portfolio changes. And sometimes you just want to know what's happening and why.
Ask Hetty about any portfolio on the platform and she'll explain it in plain English, compare it with yours, and show you why you're performing better or worse—not bury you in numbers.
When your portfolio takes a significant hit, Hetty can help you understand what happened, including the potential cost of selling and buying back later. She puts the numbers into the context of your actual portfolio and holdings.
And when you need to understand a decision, a benchmark, a Nest, a hypothetical, or what happened during a past market decline, Hetty can explain it.
Your portfolio data. Your questions. Your answers.
Hetty was built with privacy in mind. She only uses the portfolio data needed to answer your question—not your personal information.
Transparency. Clarity. Insight.
Every day, investors are making decisions—advisors, influencers, AI agents, self-directed investors, and the firms behind them. With thousands of firms and hundreds of thousands of advisors influencing those decisions, who measures whether they actually worked?
Companies measure decisions constantly. They keep the old version, compare it with the new one, and learn from the difference.
Investors rarely can. When you change your portfolio, the one you left behind usually disappears. The decision is made, but the measurement is lost.
Pure Benchmarks changes that. It keeps the decisions, measures the results, and gives investors a way to see what worked, what didn't, and whether they're getting better.
Pure Benchmarks is the measuring stick.
Built from real investors, real portfolios, and real results—the very people and decisions being measured.
Your money stays where it is.
Secure connection. Read-only access. No one can move your money.
Step 1: Create your account Set up your private Pure profile securely.
Step 2: Connect your brokerage Connect through Plaid, a secure financial-data connection used by millions of people and financial applications. Pure receives read-only data—no trading, transfers, or withdrawals.
Step 3: Your portfolio is analyzed Pure analyzes your actual holdings and portfolio history to calculate your performance and benchmarks.
Step 4: See what your data reveals Your portfolio becomes the starting point for benchmarks, rankings, decision analysis, hypotheticals, and other insights.
Your money never moves. Your data does the work.
