just capital
Just Capital is an independent nonprofit that operates the Just Intelligence platform, translating a decade of public polling and performance data on 933 Russell 1000 companies into stakeholder benchmarking, scenario planning, and financial-outcome analytics for corporate executives, boards, and asset managers.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What just capital does
Just Capital is an independent 501(c)(3) nonprofit organization founded in 2014 and headquartered in New York that translates a decade of public polling of nearly 200,000 Americans and continuous performance assessment of 933 Russell 1000 companies into stakeholder intelligence products for corporate leaders. Its core offering, the Just Intelligence platform, is a decision-grade analytics SaaS suite composed of five modules — Performance Explorer, Peer Comparison, Leading Practices & Case Studies, Scenario Analysis, and the Financial Opportunity Module — that allow C-suite, board, and strategy buyers to benchmark stakeholder performance, model the impact of disclosure changes, and link stakeholder metrics to financial outcomes (economic profit margin, excess return, gross margin, revenue growth).
The company monetizes across four primary streams: paid enterprise subscriptions to Just Intelligence; licensing of proprietary rules-based indices (the JULCD launched in 2016 and the JUST 100 Index launched in 2019) to financial institutions for ETFs, SMAs, mutual funds, annuities, and UITs; data licensing to asset managers, index providers, and hedge funds; and donations to the nonprofit mission. Distribution combines enterprise field sales targeting Fortune 500 and Russell 1000 buyers with self-serve public access to limited rankings and reports, supplemented by a tenth-year media partnership with CNBC and an annual Nasdaq MarketSite celebration with Accenture and Bank of America sponsorship. The platform is supported by quarterly survey research partnerships with Harris Poll, SSRS, GLG, NewtonX, and Robin Hood Foundation, and by a co-developed financial analysis module built with New Constructs across 767 companies from 2021 to 2025.
Just Capital serves three primary buyer segments: Russell 1000 corporates seeking stakeholder benchmarking and disclosure roadmaps, asset managers and institutional investors using its indices and data for ESG product development, and corporate CEOs, CFOs, and board members using its polling and financial-outcome analytics to guide responsible AI deployment and stakeholder investment. The organization is led by founder and CEO Martin Whittaker and governed by an independent board chaired by Daniel Schulman. A newer AI-powered chatbot (in beta as of March 2026) overlays natural language querying onto the platform's structured performance dataset.
just capital firmographics
Firmographics- Name
- just capital
- Legal name
- JUST Capital Foundation Inc.
- Website
- https://justcapital.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Just Capital is an independent nonprofit that operates the Just Intelligence platform, translating a decade of public polling and performance data on 933 Russell 1000 companies into stakeholder benchmarking, scenario planning, and financial-outcome analytics for corporate executives, boards, and asset managers.
- Ownership category
- akta.pro rank
just capital industry classification
Industry- Product category
- Stakeholder Intelligence and ESG Analytics Software
- NAICS
- Portfolio Management and Investment Advice (523940), Software Publishers (5132)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Alternative Data & Data Science Analytics (FSACAGAI)
Keywords
Where just capital is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
just capital business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription Revenue (Just Intelligence): Paid subscription model for full Just Intelligence platform access including Performance Explorer full data, Peer Comparison, Leading Practice, Scenario Analysis, and AI chatbot. Russell 1000 companies receive limited free access; full capabilities require paid subscription. Subscription tiers unlocked through demo and sales engagement.
- Index Licensing: Licensing proprietary indices (JULCD and JUST 100) to financial institutions for ETF, ETN, structured product, futures/options, mutual fund, annuity/insurance, and separately managed account products. Rules-based indices translate stakeholder performance into investable strategies.
- Data Licensing: Licensing proprietary stakeholder research and dataset including rankings data, stakeholder scores, issue scores, industry rankings, and issue insights to asset managers, index providers, hedge funds, and UIT providers for ESG integration and investment product development.
- Investment Products Partnership Revenue: Revenue from partnerships powering investment vehicles including the Just ETF (tracking JULCD), Just SMA series (with USA Financial), and Just UIT (with SmartTrust Unit Investment Trusts) leveraging Just Capital's research and rankings.
- Donations (Nonprofit): As a 501(c)(3) nonprofit organization founded in 2014, Just Capital accepts donations to fund its mission of advancing responsible business leadership. Donation page available on website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Free Limited Access |
| Subscription | Annual | Paid Subscription (Just Intelligence Full Access) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
just capital product offering
Product offeringCore offering
Just Capital sells the Just Intelligence SaaS platform, which translates a decade of independent public polling and corporate performance data into decision-grade stakeholder intelligence for Russell 1000 corporate leaders. The platform includes Performance Explorer, Peer Comparison, Leading Practices & Case Studies, Scenario Analysis, and a Financial Opportunity module with an AI-powered chatbot. Complementary offerings include annual company Rankings, Polling research, licensed indices (JULCD, JUST 100) and investment products (ETF, SMA, UIT, themed index concepts), and proprietary Data Licensing for institutional investors.
Product overview
Just Capital offers a unified platform-plus-modules architecture centered on Just Intelligence, a decision-grade analytics platform for stakeholder performance. The core platform translates insights from over a decade of public polling (nearly 200,000 Americans surveyed) and corporate performance data into actionable intelligence. Just Intelligence comprises five interconnected modules: Performance Explorer (live data tracking), Peer Comparison (benchmarking), Leading Practices & Case Studies (best practices and disclosure guidelines), Scenario Analysis (simulated planning), and the Financial Opportunity Module (linking stakeholder metrics to financial outcomes). Supporting the platform are annual Rankings (evaluating 933 companies on 17 issues), Polling research, and historical Trackers. The investment arm includes three themed index concepts (Workers Leaders, Workforce Advancement Leaders, Wages Leaders) and licensed investment products (JULCD index, JUST 100 Index, Just ETF, Just SMA, Just UIT). Licensing & Data Solutions serves institutional investors with proprietary data.
Differentiator
Problem solved
Functional benefit
Brands
- Just Intelligence: A decision-grade analytics platform that helps leaders translate signals from the American public into actionable insights that drive stakeholder performance and business performance.
- JUST U.S. Large Cap Diversified Index (JULCD)
- JUST 100 Index
- Best of American Business Rankings
Products and services
- Just Intelligence Flagship decision-grade analytics SaaS platform that translates insights from over a decade of public polling and corporate performance data into actionable intelligence for corporate leaders. Built around Performance Explorer, Peer Comparison, Leading Practices & Case Studies, Scenario Analysis, a Financial Opportunity Module, and a beta AI-powered chatbot. Sold to Russell 1000 companies as an annual subscription.
- Annual Best of American Business Rankings Annual benchmark rankings evaluating 933 of the largest publicly traded U.S. companies across workers, customers, communities, environment, and shareholders & governance. Announced each year in partnership with CNBC at the Best of American Business Celebration at Nasdaq MarketSite.
- Public Polling Research Program Comprehensive survey research program polling nearly 200,000 Americans since 2015 on priorities for just business behavior, AI deployment, and responsible leadership, conducted with partners including Harris Poll, SSRS, Gerson Lehrman Group, NewtonX, and Robin Hood Foundation.
- JUST U.S. Large Cap Diversified Index (JULCD) Flagship rules-based index tracking the top 50% of Russell 1000 companies ranked by Just Capital, constructed to match industry weights. Licensed to financial institutions for ETFs, SMAs, UITs, and other investable products.
- JUST 100 Index (JUONETR) Equal-weighted index tracking Just Capital's top 100 performing companies from Russell 1000 rankings. Licensed for use in ETFs and other investment vehicles.
- Just ETF Exchange-traded fund providing broad U.S. large cap equity exposure to companies demonstrating just business behavior as measured by Just Capital. Seeks to track the JUST U.S. Large Cap Diversified Index (JULCD).
- Just SMA Series Four formula-driven Separately Managed Account strategies combining Just Capital's sustainable equity research with USA Financial Formulas' formulaic investment approach; systematically review, reallocate, and rebalance monthly.
- Just UIT (SmartTrust Sustainable Impact Investing Trust) Unit Investment Trust incorporating Just Capital's scoring and rankings combined with Argus Research Company equity analysis; makes Just Capital's methodology available to retail investors through a UIT product.
- Licensing & Data Solutions Licensing of proprietary stakeholder research and datasets — including rankings data, stakeholder scores, issue scores, industry rankings, and issue insights — to asset managers, index providers, hedge funds, and UIT providers for ESG integration, custom index design, and investment product development.
- Historical Corporate Response Trackers Historical trackers monitoring how America's largest corporations responded to priority issues over time, including the COVID-19 Corporate Response Tracker, Corporate Racial Equity Tracker, and LA Wildfires response tracker.
- Themed Worker-Focused Index Concepts (Workers Leaders, Workforce Advancement Leaders, Wages Leaders) Themed index concepts taking the top 20% of Russell 1000 companies focused on workforce issues (Workers Leaders), workforce advancement and training (Workforce Advancement Leaders), and fair/living wages (Wages Leaders), tracking returns and offered for licensing.
- Financial Opportunity Module Module within Just Intelligence linking stakeholder performance metrics to financial outcomes — economic profit margin, excess return/alpha, gross margin, and revenue growth — built in collaboration with New Constructs; available to Just Intelligence subscribers to guide stakeholder investment decisions.
Quantifiable outcome
- JUST 100 Index outperformed Russell 1000 Equal Weighted Index by 55.6% since inception in March 2019
- +6 more outcomes
Companies that use just capital
Customer profileNamed customers22 records
Segments4 records
Ideal customer profiles2 records
just capital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature6 records
just capital partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, secondary and minor.
- New ConstructscoreResearch collaboration with New Constructs to build the Financial Opportunity module within Just Intelligence. New Constructs contributed statistical analysis across 767 Russell 1000 companies (2021-2025), comparing annual stakeholder performance to financial outcomes (economic profit margin, excess return/alpha, gross margin, revenue growth) by industry.
- Gerson Lehrman Group (GLG)coreSurvey research partner for quarterly polling of corporate executives (84 c-suite executives and 19 board members) on AI expectations and responsible business deployment.
- NewtonXcoreSurvey research partner for quarterly polling of 100 institutional investors and analysts on AI expectations and responsible business deployment.
- AccenturesecondarySponsorship of the 2026 Best of American Business Celebration at Nasdaq MarketSite. Accenture supported the event alongside Bank of America and other sponsors.
- Bank of AmericasecondarySponsorship of the 2026 Best of American Business Celebration at Nasdaq MarketSite. Bank of America supported the event alongside Accenture and other sponsors.
- CNBCcoreTenth consecutive year of annual rankings partnership with CNBC. Just Capital and CNBC jointly announce the Rankings celebrating the Best of American Business. Event held at Nasdaq MarketSite with CNBC media coverage of rankings and industry leaders.
- Douglas (Doug) HaynescoreNew board member appointment bringing decades of experience in asset management, consulting, and technology services. Former McKinsey Senior Partner, former President of Point72 Asset Management, and founding board member of Robin Hood Foundation. Joins the board to support Just Capital's transformation into an AI-powered corporate intelligence platform.
- The Harris PollcorePrimary survey research partner for quarterly polling of the American public on AI expectations and responsible business behavior. Conducts representative surveys of 1,000+ American adults and 2,000+ for annual Americans' Views on Business Survey.
- Robin Hood FoundationcoreSurvey research partnership supporting quarterly AI-focused polling initiative. Doug Haynes, President of Robin Hood Foundation, joined the Just Capital Board in November 2025. Robin Hood Foundation is focused on poverty-fighting in New York.
- SSRScoreQuantitative research partner for the annual Americans' Views on Business Survey. SSRS is an objective, nonpartisan research institution providing scientifically rigorous statistical surveys of the U.S. population. Survey margin of error +/- 2.0% at 95% confidence level.
- Corporate Impact LabminorJust Capital incubated the Corporate Impact Lab since its inception in 2022. In 2026, the Corporate Impact Lab began the process of becoming an independent organization while remaining fiscally sponsored by Just Capital. Both organizations share the goal of the Corporate Impact Lab becoming fully independent.
- USA FinancialsecondaryPartnership to launch the Just Capital series of four formula-driven separately managed account (SMA) strategies combining Just Capital's research and rankings with USA Financial Formulas' formulaic philosophy. Strategies systematically review, reallocate, and rebalance monthly per predetermined formula.
- SmartTrust (Unit Investment Trusts)secondaryPartnership to launch the SmartTrust Sustainable Impact Investing Trust incorporating Just Capital's scoring and rankings combined with Argus Research Company's equity analysis. Makes Just Capital's methodology available to retail investors through UIT products.
- Argus Research CompanysecondaryEquity research partner for the SmartTrust Sustainable Impact Investing Trust, providing rigorous quantitative and qualitative company analysis alongside Just Capital's scoring and rankings.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
just capital competitors and assessment
Company assessmentBroad incumbents
- S&P Global ESG Scores:
- MSCI ESG Research: MSCI's ESG Research division is the largest provider of ESG ratings and data to institutional investors globally. Comparable as a direct competitor in ESG/stakeholder data, ratings, and index licensing — though MSCI's scope is far broader and includes general index, risk, and analytics products beyond Just Capital's stakeholder-focused niche.
Direct peers
- Sustainalytics: Sustainalytics (owned by Morningstar) provides ESG ratings, research, and analytics to asset managers and asset owners. Direct competitor offering company-level ESG risk ratings that overlap with Just Capital's stakeholder performance assessments. Both serve institutional investors and corporates seeking decision-grade ESG intelligence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
just capital social profiles
Digital presencejust capital financial estimates
Financial estimateRevenue estimate
Valuation estimate
just capital leadership team
Management profileNumber of profiles
Profiles2 records
just capital subsidiaries and ownership
Company hierarchySubsidiaries2 records
just capital funding detail
Funding detailFunding overview
Funding rounds7 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
just capital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about just capital
What does just capital do?
Just Capital sells the Just Intelligence SaaS platform, which translates a decade of independent public polling and corporate performance data into decision-grade stakeholder intelligence for Russell 1000 corporate leaders. The platform includes Performance Explorer, Peer Comparison, Leading Practices & Case Studies, Scenario Analysis, and a Financial Opportunity module with an AI-powered chatbot. Complementary offerings include annual company Rankings, Polling research, licensed indices (JULCD, JUST 100) and investment products (ETF, SMA, UIT, themed index concepts), and proprietary Data Licensing for institutional investors.
Is just capital a public or private company?
just capital is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was just capital founded?
just capital was founded in 2014. It employs 11 to 50 people.
Where is just capital based?
just capital is headquartered in New York, United States, in the North America region.
How does just capital make money?
Five revenue lines are on record. Subscription Revenue (Just Intelligence) is the primary driver. The others are index Licensing, data Licensing, investment Products Partnership Revenue and donations (Nonprofit).
Who are just capital's main competitors?
Broad incumbents on record are S&P Global ESG Scores and MSCI ESG Research. Sustainalytics is listed as a direct peer.
Does just capital have an API?
No public API is recorded for just capital.
What industry is just capital in?
just capital's product category is Stakeholder Intelligence and ESG Analytics Software. Its primary akta.pro industry code is FSACAGAI, Alternative Data & Data Science Analytics. Its NAICS code is 523940 and its SIC code is 6282.