Every time you change your portfolio, the one you left behind is gone.
You can see what the new one did.
You can't see what the old one would have done.
If you've changed your portfolio more than once, which decision performed best?
You don't know.
Decision Benchmark keeps the portfolios you leave behind, so you can see what each decision actually did.
Want to look around first? Explore the demo — no signup, no linking.
Decision Benchmark
You'll know if the trade was worth it.
Imagine being able to see every portfolio you've changed from—each one continuing forward on the same chart as your current portfolio.
The portfolio you had before the trade.
The portfolio you have now.
And every portfolio in between.
You can see which decision performed best.
Decision Benchmark keeps each portfolio you leave behind and continues tracking it as if you had never traded. Each decision becomes something you can actually measure—not something you simply remember.
See the dollar difference, a decision score, and how the difference compounds over time.
For the first time, you have the transparency to see whether your decisions—or someone else's—are actually helping build your wealth.
You've always had to trust the decision.
Now you can measure it.
Pure Benchmarks™
Is your portfolio actually doing well?
The number on the screen never settles it.
A meaningful benchmark has to reflect what real investors actually do. If your portfolio is 80% stocks and 20% bonds, you should be measured against other portfolios taking the same risk — not a stock index or a theoretical 80/20 model.
Pure uses empirical data from real portfolios — actual holdings, buys, sells, cash, timing and performance across advised and self-directed investors and brokerage firms. It captures the real-world decisions and behaviors behind those portfolios — including the effects of fear, confidence and everything in between.
We aggregate that observed performance within each risk category to create a benchmark from what actually happened in the real world.
This is the fundamental principle behind meaningful benchmarking across science, sports, business and finance: measure what actually happened, then establish a meaningful basis for comparison.
Nine categories. Nine real-world measuring sticks.
Now you can see where you truly stand.
Nests
Same firm. Same risk. A rank you were never shown.
Imagine you're one of a million investors at Merrill Lynch with the same asset-allocation risk model. If your portfolio ranked 900,000th out of 1 million, wouldn't you want to know why 899,999 investors taking the same risk were doing better?
Your Nest shows where you rank among investors at your own firm taking the same risk. For advised investors, it can reveal how your advisor's results compare with other portfolios like yours. For self-directed investors, it shows how your own decisions stack up against other investors at the same firm.
Because there will always be a first-place portfolio and a last-place portfolio, where are you in between?
You've never been able to see it.
Now you can.
Drill down from your overall Nest into your risk category and market-cap performance, and compare Nests across firms to see how investors like you are performing elsewhere.
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.
Someone has to measure the decisions.
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.
