How we make money

Being honest about money is the whole point of this site, so here is exactly how we keep the lights on — and the promise that it never changes what you see.

How we earn

Right now: ads. We show standard display ads on some pages. We do not choose them fund by fund, and an advertiser cannot pay to change a single number, ranking, or explanation.

What we will never do

We do not sell a financial product. We do not give you personal advice. We do not take a cut of any trade you make.

Some links are partner links. If you open an account through them we may earn a commission, at no cost to you. This never affects our explanations or which ETFs are shown.

Why we built it this way

We make money from being useful and trusted, not from steering you anywhere. That is the only model that works for a site for beginners.

Last updated: 2026-06-18