just capital

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.

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

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

• Stakeholder intelligence platform
• Corporate ESG rankings
• ESG data licensing
• Responsible business indices
• Public opinion research

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers22 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

14 partnerships are on record, tiered core, secondary and minor.

• New ConstructscoreStrategic or Co-development Partner · 10 June 2026Research 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)coreStrategic or Co-development Partner · 13 April 2026Survey research partner for quarterly polling of corporate executives (84 c-suite executives and 19 board members) on AI expectations and responsible business deployment.
• NewtonXcoreStrategic or Co-development Partner · 13 April 2026Survey research partner for quarterly polling of 100 institutional investors and analysts on AI expectations and responsible business deployment.
• AccenturesecondaryGTM or Marketing Partner · 6 April 2026Sponsorship of the 2026 Best of American Business Celebration at Nasdaq MarketSite. Accenture supported the event alongside Bank of America and other sponsors.
• Bank of AmericasecondaryGTM or Marketing Partner · 6 April 2026Sponsorship of the 2026 Best of American Business Celebration at Nasdaq MarketSite. Bank of America supported the event alongside Accenture and other sponsors.
• CNBCcoreGTM or Marketing Partner · 17 February 2026Tenth 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) HaynescoreOthers · 10 November 2025New 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 PollcoreStrategic or Co-development Partner · 28 October 2025Primary 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 FoundationcoreStrategic or Co-development Partner · 28 October 2025Survey 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.
• SSRScoreStrategic or Co-development Partner · 28 October 2025Quantitative 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 LabminorStrategic or Co-development Partner · 17 February 2025Just 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 FinancialsecondaryGTM or Marketing Partner · 1 January 2020Partnership 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)secondaryGTM or Marketing Partner · 22 November 2019Partnership 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 CompanysecondaryStrategic or Co-development PartnerEquity 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

Broad 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

• LinkedInlinkedin.com/company/just-capital
• Xx.com/justcapital_
• Facebookfacebook.com/justcapitalfoundation

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds7 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about just capital