Two revenue sources, both visible to you. Nothing on this site is paid for by an advertiser or a broker, and no recommendation is for sale.
1. A subscription, Everything Capital Premium
The app is free to use with a limited number of linked accounts. Premium is an optional paid subscription, billed monthly or annually, that unlocks unlimited accounts, the AI advisor, advanced investment analytics, tax exports, and the other features listed on the plans page. The current price is always shown there before you pay, and the billing terms are in the Terms of Service.
The subscription is our main revenue. It also means the incentive is straightforward: we are paid by people who find the product useful enough to keep, not by anyone who wants us to say something about a financial product. You can cancel at any time and keep access until the end of the period you paid for.
2. Advertising on the public pages
The public pages — the home page and the articles — carry advertising served by Google AdSense. Advertisers pay Google, and Google pays us a share based on impressions and clicks. We do not see who you are, we do not pass your account data to advertisers, and we do not know which ad you were shown.
We do not control which specific ads appear, and an ad is not an endorsement. If an ad on this site looks misleading or predatory — a get-rich-quick scheme, a loan with an implausible rate — tell us and we will block that advertiser. Signed-in users on Premium see no ads inside the app. How advertising interacts with cookies is set out in the Cookie Policy.
What we do not do
We do not sell user data, and we do not share your account data with advertisers or data brokers. We do not run affiliate links today: no retailer, brokerage, or lender pays us for a mention, and outbound links in articles go to primary sources such as the IRS or the CFPB. If we ever add affiliate links, this page will say so before they appear and each affected article will carry a disclosure at the top — not in a footnote.
We do not accept payment for a review, a ranking, or a recommendation, and we do not publish sponsored articles. Advertising and editorial are handled by different people, and an advertiser has no sight of a page before it is published. Questions about any of this: luke@everythingcapital.com.