Simply Wall St
Simply Wall St is a Sydney-based fintech founded in 2014 that provides a visual-first investment analysis and portfolio tracking platform for self-directed retail investors globally, powered by licensed S&P Global Market Intelligence data covering 120,000+ stocks across 90 markets under a freemium subscription model.
- Company typePrivate
- Founded2014
- HeadquartersSydney, Australia
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Simply Wall St does
Simply Wall St (legally Simply Wall Street Pty Ltd) is a Sydney-based, privately held financial technology company founded in 2014 by Al Bentley. It operates a visual-first investment analysis and portfolio management platform targeted at self-directed retail investors globally. The platform combines licensed S&P Global Market Intelligence data with proprietary analytical algorithms to produce the company's signature "Snowflake" visual reports, which condense thirty-plus financial metrics into a single graphic covering valuation, growth, financial health, dividend quality, and past performance. Coverage extends to 120,000+ stocks, ETFs and funds across 90 global markets, 129 exchanges, and 66 currencies, with portfolio synchronization available through 2,000+ broker integrations.
The core product suite includes a Portfolio Tracker & Analysis module, Dividend Tracker with quality stress-testing, Snowflake Screener & Alerts, Stock Watchlist, Community Narratives (a user-generated investment thesis platform), and deep-dive Visual Stock Research Reports. Distribution spans web, iOS, Android, and a Chrome extension, localized into English, Japanese, German, Spanish, and Korean. The company operates as a Corporate Authorised Representative of Sanlam Private Wealth Pty Ltd (AFSL No. 337927) to deliver financial services under Australian regulation.
Revenue is generated through a three-tier freemium subscription model (Free, Premium, Unlimited) processed via Stripe, with no enterprise or institutional channel disclosed. The company raised a seed round in 2015 (approximately $443K from Artesian VC and Sydney Angels, with H2 Ventures having participated in an earlier 2014 pre-seed of ~$93K) and a Series A in 2017 (~$2.05M from Perle Ventures), acquired Cappio in April 2016, and has been profitable since 2019. The platform now serves over 7 million registered investors worldwide, supported by a leadership team of CEO Al Bentley, CTO Xavi Ferró, COO Tara Heath, and Financial Controller Ashleigh Gehlig, with fewer than 50 employees.
Simply Wall St firmographics
Firmographics- Name
- Simply Wall St
- Legal name
- Simply Wall Street Pty Ltd
- Website
- https://simplywall.st
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Simply Wall St is a Sydney-based fintech founded in 2014 that provides a visual-first investment analysis and portfolio tracking platform for self-directed retail investors globally, powered by licensed S&P Global Market Intelligence data covering 120,000+ stocks across 90 markets under a freemium subscription model.
- Ownership category
- akta.pro rank
Simply Wall St industry classification
Industry- Product category
- Investment Research and Portfolio Management Software
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Credit Research (FSACAGAB)
Keywords
Where Simply Wall St is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Simply Wall St business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Subscription Revenue: Tiered subscription model with Free, Premium, and Unlimited plans. Free tier provides basic portfolio tracking with limited features; Premium offers expanded portfolio management and research tools; Unlimited provides full access to all features including unlimited portfolios and screeners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with basic portfolio tracking and limited research features |
| Subscription | Monthly | Premium tier with expanded portfolio management and research |
| Subscription | Monthly | Unlimited tier for power users requiring maximum access |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Simply Wall St product offering
Product offeringCore offering
Simply Wall St provides a visual stock analysis and portfolio management platform that transforms complex financial data sourced from S&P Global Market Intelligence into easy-to-understand infographics for individual retail investors. The platform combines portfolio tracking, dividend monitoring, stock screening, fair value estimation, and a community-driven investment narratives feature, offered via web, iOS, Android, and a Chrome extension under a freemium subscription model.
Product overview
Simply Wall St is a multi-product investment platform built around a unified core of stock analysis and portfolio management, offering a modular platform-plus-subscriptions architecture. The central product is the Portfolio Tracker & Analysis tool, which aggregates holdings across multiple accounts and calculates performance metrics. This core is extended by the Dividend Tracker, Snowflake Screener & Alerts, Stock Watchlist, Community Narratives, and Stock Research Visual Reports — all underpinned by data from S&P Global Market Intelligence covering 120,000+ stocks across 90 global markets. Add-on modules include the Snowflake Analysis portfolio health scorecard, curated Investing Ideas collections, Weekly Market Insights newsletter, a Chrome Extension overlay, and a Conversational AI (AI Chat) feature. The platform is offered across three pricing tiers (Free, Premium, Unlimited) with scaled access to the modules.
Differentiator
Problem solved
Functional benefit
Products and services
- Portfolio Tracker and Analysis Central portfolio management tool for self-directed retail investors that aggregates holdings across multiple accounts and brokers, calculating realized and unrealized gains, dividend payments, currency gains, annualized return (IRR), and benchmarking performance against market indices.
- Dividend Tracker Dividend monitoring dashboard for income-focused retail investors that tracks payments, analyzes dividend quality, forecasts future income, and stress-tests payout sustainability across thousands of dividend-paying stocks.
- Snowflake Screener and Alerts Visual stock screening tool for retail investors that filters 120,000+ global stocks across 30+ criteria covering valuation, dividend quality, financial health, and growth, with custom alert notifications when stocks meet user-defined thresholds.
- Stock Watchlist Stock monitoring tool for individual investors that enables tracking of price-to-value gaps, setting fair value targets, and receiving alerts when stocks hit personalized entry points or when Community Narratives are updated.
- Community Narratives Investor social platform for retail users enabling the creation, sharing, and following of stock investment theses (narratives) with fair value estimates, plus price alerts when narratives are updated.
- Stock Research Visual Reports Deep-dive stock analysis reports for individual investors that condense thousands of data points into visual summaries covering past performance, risks and rewards, valuation, growth forecast, financial health, dividend quality, management profile, and insider transactions, sourced from S&P Global Market Intelligence.
- Chrome Extension (Stock Analysis Overlay) Browser overlay tool for retail investors that provides Simply Wall St stock analysis directly on financial websites they visit, available via the Chrome Web Store.
- Conversational AI (AI Chat) AI-powered conversational interface for Simply Wall St users that processes user input and generates personalized text responses, governed by separate AI Supplemental Terms.
Companies that use Simply Wall St
Customer profileSegments3 records
Ideal customer profiles3 records
Simply Wall St technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature5 records
Simply Wall St partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- S&P Global Market IntelligencecoreS&P Global Market Intelligence provides institutional-quality financial data powering the Simply Wall St platform. This data licensing arrangement enables coverage of 120k+ stocks, 129 exchanges, and 66 currencies globally. The partnership provides credibility through association with a leading financial data provider.
- StripecoreStripe handles payment processing for subscription billing. Credit card details are not stored on Simply Wall St's systems, providing secure payment processing for the subscription business model.
- 2000+ Brokerage FirmscorePlatform integrates with 2000+ global brokers enabling automated portfolio synchronization. This includes major brokerages across US, UK, Australia, Canada, Japan, and other markets, allowing users to automatically import and track their investments.
- Sanlam Private WealthcoreSimply Wall Street Pty Ltd is a Corporate Authorised Representative (Authorised Representative Number: 467183) of Sanlam Private Wealth Pty Ltd (AFSL No. 337927), providing the regulatory framework under which the company operates and delivers financial services.
Scale indicators9 records
Recent moves6 records
Expansion highlights4 records
Simply Wall St competitors and assessment
Company assessmentDirect peers
- Seeking Alpha: Seeking Alpha is a crowd-sourced equity research platform with premium subscriptions, stock ratings, and Quant ratings — directly comparable to Simply Wall St's combination of analyst-style content, community narratives, and tiered investor subscriptions.
- TipRanks: TipRanks aggregates analyst ratings, insider transactions, and hedge fund activity into a visual, transparency-focused investor tool with a Premium tier — directly comparable to Simply Wall St's data-driven visual research and subscription model.
- Zacks Investment Research: Zacks provides equity research, rankings, and stock screeners via a subscription model focused on retail investors — comparable to Simply Wall St's subscription tier, dividend/quality research, and visual stock reports.
- Atom Finance: Atom Finance is a modern mobile-first investor research and portfolio platform with premium subscriptions — directly comparable to Simply Wall St in product surface (research, portfolio, watchlists) and target audience (self-directed retail investors).
- Koyfin: Koyfin is a financial data and analytics platform for retail and professional investors with screeners, portfolio analytics, and a premium subscription — closely aligned with Simply Wall St's combination of global stock data, visualization, and freemium-to-paid tiers.
Emerging players
- StockStory: StockStory is an emerging equity research platform offering digestible, visual stock reports for retail investors — comparable to Simply Wall St's "thousands of data points into one visual report" approach and DIY-investor target audience.
Broad incumbents
- Robinhood Snacks / Robinhood Gold: Robinhood bundles free portfolio analytics, market news, and increasingly premium research (Gold) with its brokerage. It competes with Simply Wall St for the same self-directed retail investor wallet, especially in the US.
- Yahoo Finance: Yahoo Finance is the largest free consumer finance portal globally, offering quotes, basic screeners, portfolio tracking, and news. It is a free incumbent that constrains pricing for visual portfolio analytics tools like Simply Wall St.
- Morningstar: Morningstar is the dominant institutional-grade investment research and ratings provider (star ratings, fair value, analyst reports). It overlaps with Simply Wall St's fair value estimates, dividend analysis, and portfolio analytics, but operates across a much broader asset and advisor universe.
- Investing.com: Investing.com is a large global financial portal offering quotes, screeners, portfolio tools, and premium features across many markets — comparable to Simply Wall St in breadth of global stock coverage and freemium investor tooling.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Simply Wall St social profiles
Digital presenceSimply Wall St financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simply Wall St leadership team
Management profileNumber of profiles
Profiles4 records
Simply Wall St funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simply Wall St M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Simply Wall St
What does Simply Wall St do?
Simply Wall St provides a visual stock analysis and portfolio management platform that transforms complex financial data sourced from S&P Global Market Intelligence into easy-to-understand infographics for individual retail investors. The platform combines portfolio tracking, dividend monitoring, stock screening, fair value estimation, and a community-driven investment narratives feature, offered via web, iOS, Android, and a Chrome extension under a freemium subscription model.
Is Simply Wall St a public or private company?
Simply Wall St is a private company. It is classified as venture growth investor backed and is currently operating.
When was Simply Wall St founded?
Simply Wall St was founded in 2014. It employs 11 to 50 people.
Where is Simply Wall St based?
Simply Wall St is headquartered in Sydney, Australia, in the Oceania region.
How does Simply Wall St make money?
One revenue line is on record: subscription Revenue.
Who are Simply Wall St's main competitors?
Direct peers on record are Seeking Alpha, TipRanks, Zacks Investment Research, Atom Finance and Koyfin. StockStory is listed as an emerging player. Broad incumbents are Robinhood Snacks / Robinhood Gold, Yahoo Finance, Morningstar and Investing.com.
Does Simply Wall St have an API?
No public API is recorded for Simply Wall St.
What industry is Simply Wall St in?
Simply Wall St's product category is Investment Research and Portfolio Management Software. Its primary akta.pro industry code is FSACAGAB, Credit Research. Its NAICS code is 523940 and its SIC code is 6282.