Pure Benchmarks · Alternatives

Capitally Alternatives in 2026

Short answer

Capitally is the closest thing to a buy-and-hold counterfactual outside our own product, benchmarking your live portfolio against a frozen version of itself. It falls short on 5 of the capabilities scored here, starting with Allocation vs selection. Ranked by how many of those gaps each one closes, the strongest alternative is Pure Benchmarks, which covers 3 of the 5. Koyfin is the closer fit for advisors, and individuals willing to pay an advisor price, who want allocation and selection effects done properly.

People search for a Capitally alternative for one of two reasons: the price stopped making sense, or the tool answers a different question than the one they actually have. Capitally is the closest thing to a buy-and-hold counterfactual outside our own product, benchmarking your live portfolio against a frozen version of itself, priced at trial only, no free plan. This page compares it against Pure Benchmarks, Koyfin, MSCI (Barra) and IBviz on the capabilities that separate performance attribution tools from one another, using each vendor's own published pages rather than marketing summaries. Pure Benchmarks is our own product and is marked as such throughout, with its gaps listed in the same table as everything else.

What Capitally does well

Runs up to ten simultaneous benchmarks, one of which can be a buy-and-hold version of your own portfolio, which is the counterfactual most tools never build. Splits every return figure into capital gain, dividend income, currency movement, fees and tax rather than reporting one opaque percentage. Supports time-weighted, money-weighted and IRR side by side, so contributions do not masquerade as performance. It is built for investors who will maintain their own data by hand in exchange for keeping it out of an aggregator entirely, and if that describes you there is no strong reason to move. A 14-day trial with no credit card, then paid Sailor, Navigator and Captain tiers. Sailor caps at 1 project and 50 assets; Navigator lifts the asset cap; Captain adds stock options and private equity.

Why people look for a Capitally alternative

Scored against the rest of this category, Capitally falls short on 5 capabilities: Allocation vs selection; Peer baseline; Advisor review; Decision journal; Free real output. No broker connection of any kind. Data arrives by CSV or Excel upload, spreadsheet paste or manual entry, with presets per broker, and the vendor states plainly there is no background auto-sync. The comparison target is an index, fund or your own frozen portfolio, never other real investors. None of that makes it a weak product; it makes it a product built around a different question. The alternatives below are ranked by how many of those gaps each one closes.

How each alternative compares to Capitally

Pure Benchmarks (Free account) closes 3 of the 5 gaps, including Peer baseline. Koyfin (Free plan, attribution from $209 per month) closes 1 of the 5 gaps, including Allocation vs selection. MSCI (Barra) (Enterprise, price on request) closes 1 of the 5 gaps, including Allocation vs selection. IBviz (Free tier, Pro at $15 per month) closes none of the scored gaps but is the better fit on price or coverage. The table below scores all of them on the same capabilities, so the comparison reads the same way for every row.

Who should stay with Capitally

Capitally already covers these, and switching costs you the history you have built: Decision attribution; Your real portfolio; Self-serve retail. Moving makes sense only when the question you have changed. Capitally is strongest for investors who will maintain their own data by hand in exchange for keeping it out of an aggregator entirely, and no tool on this page replaces it on that axis.

How this comparison works

Which Capitally alternative actually closes the gap you are trying to close?

Decision journals and attribution tools are both marketed as decision tracking and they are not the same thing. A journal records your reasoning before the trade. Attribution measures the outcome afterwards. This page compares attribution tools and marks the journal capability as its own row.
The second question is who is allowed to buy it. Several of the strongest attribution engines in this category are sold to advisors or to institutions, and the attribution module specifically sits above a retail price point.
The third question is what the result is measured against. Every tool here can measure against an index. Only one measures against other real portfolios as well.
Capabilities and prices were read from each vendor's own published pages on the date shown. Vendors change both.
Pure Benchmarks is our own product. It does not produce a Brinson decomposition and it has no journal, and both gaps are marked in the table rather than described around.
FactSet, Bloomberg PORT, Confluence StatPro and Zephyr also serve this category and are institutional products sold through direct sales; they are outside the scope of a page about tools an individual can actually buy.

The comparison

Capabilities verified against each vendor's published pages on September 17, 2026.

Capability	Capitally	Pure Benchmarks	Koyfin	MSCI (Barra)	IBviz
Decision attribution	Yes	Yes	No	No	No
Allocation vs selection	No	No	Yes	Yes	Partly
Your real portfolio	Yes	Yes	Partly	Partly	Yes
Self-serve retail	Yes	Yes	Partly	No	Yes
Any broker	Yes	Yes	Partly	Partly	No
Peer baseline	No	Yes	No	No	No
Advisor review	Partly	Yes	Partly	No	No
Decision journal	No	No	No	No	No
Free real output	No	Yes	No	No	Partly
Price	Trial only, no free plan	Free account	Free plan, attribution from $209 per month	Enterprise, price on request	Free tier, Pro at $15 per month

✓ yes · ~ partly · ✗ no

What each capability means

Attributes results to the individual changes you made, not only to holdings or sectors

Classic attribution answers which holding or sector drove the return. Decision attribution answers a narrower and more uncomfortable question: did your trading decisions beat doing nothing? It is a buy-and-hold counterfactual — the tool freezes the portfolio as it stood before the change, runs that do-nothing portfolio forward alongside the real one, and reports the dollar difference. Those are different calculations and most tools only do the first.

Produces the classic allocation, selection and interaction decomposition

The institutional standard, usually called Brinson attribution. It separates the return you earned by weighting a group differently from the benchmark from the return you earned by picking better holdings inside that group.

Runs on your own linked accounts rather than a model or a manually built portfolio

Attribution on a hypothetical portfolio is an exercise. Attribution on the account you actually own, with the trades you actually placed, is a review.

An individual can sign up and use it without an advisor licence or an institutional contract

Much of this category is sold to advisors and asset managers. If attribution sits behind an advisor tier or a sales call, it is not available to the person whose money it is.

Works across brokerages instead of being tied to one

A tool locked to a single broker can only attribute the part of your money that sits there, which for most people is not the whole picture.

Compares the outcome against other real investors, not only against an index

An index is one baseline. What comparable investors did with the same market over the same days is a second one, and it is the one that tells you whether the decision was unusual or ordinary.

Can be used to review decisions somebody else made on your behalf

If an advisor or a managed account is making the changes, attribution is the only way to see whether those changes earned their fee.

Records your reasoning before the decision, as a journal

Journalling captures intent in advance; attribution measures outcome afterwards. They are routinely confused because both are called decision tracking, and almost no tool does both well.

Free tier produces real attribution output rather than a trial countdown

Several tools here have a free plan where attribution specifically is the thing the free plan does not include.

Every tool in detail

Capitally

The closest thing to a buy-and-hold counterfactual outside our own product, benchmarking your live portfolio against a frozen version of itself.

Best for: Investors who will maintain their own data by hand in exchange for keeping it out of an aggregator entirely.

Pricing: A 14-day trial with no credit card, then paid Sailor, Navigator and Captain tiers. Sailor caps at 1 project and 50 assets; Navigator lifts the asset cap; Captain adds stock options and private equity.

Strengths

Runs up to ten simultaneous benchmarks, one of which can be a buy-and-hold version of your own portfolio, which is the counterfactual most tools never build
Splits every return figure into capital gain, dividend income, currency movement, fees and tax rather than reporting one opaque percentage
Supports time-weighted, money-weighted and IRR side by side, so contributions do not masquerade as performance
Never connects through Plaid, Yodlee or any aggregator; data stays out of a third party entirely

Limitations

No broker connection of any kind. Data arrives by CSV or Excel upload, spreadsheet paste or manual entry, with presets per broker, and the vendor states plainly there is no background auto-sync
The comparison target is an index, fund or your own frozen portfolio, never other real investors
No permanent free tier; the 14-day trial is the only unpaid access
Entry tier caps at 50 assets and a single project

Pure Benchmarks

A buy-and-hold counterfactual for every change you made: each decision is scored against the do-nothing portfolio you would still hold if you had left it alone.

Best for: Individual investors reviewing their own decisions, or an advisor's, without an advisor-tier subscription.

Pricing: A free account produces the decision report on a linked portfolio. Attribution is not held back for a paid tier.

Strengths

Freezes the portfolio as it stood immediately before each change and runs that buy-and-hold version forward alongside the real one, so every trading decision carries its own dollar figure against doing nothing
Adds a second baseline beyond the index: verified connected portfolios in the same standardized risk category
Applies identically to changes an advisor or workplace plan made on your behalf
Read-only by design and unable to move money in any linked account

Limitations

Does not produce the classic Brinson allocation, selection and interaction decomposition; the unit of analysis is the decision rather than the sector weight
No decision journal. It measures what a change did, not what you expected it to do
Requires a read-only brokerage connection; there is no manual-entry-only portfolio
Does not track real estate, private holdings or self-custody crypto wallets

Koyfin

The most complete Brinson attribution available outside an institutional contract, sold on advisor plans.

Best for: Advisors, and individuals willing to pay an advisor price, who want allocation and selection effects done properly.

Pricing: Free, Plus at $39 per month and Premium at $79 per month exist, but Model Portfolios and Client Portfolios, which is where Attribution lives, start at Advisor Core at $209 per month and Advisor Pro at $299 per month.

Strengths

Separates performance against the benchmark into allocation, selection and interaction effects
Factors in every rebalance during the period, using the portfolio's weights throughout rather than only the weights at the end
Any equity ETF can be the benchmark, and it uses that ETF's historical constituents rather than only its current holdings

Limitations

Attribution sits on the advisor tiers, so the entry price for the feature is $209 per month
Attributes to groups and holdings, not to the individual changes you chose to make
Custodian integration is an advisor-plan feature, so an individual is often working from a model portfolio rather than a live linked account

MSCI (Barra)

The institutional reference implementation, and not purchasable by an individual.

Best for: Asset managers, asset owners and performance teams.

Pricing: No published price and no self-serve signup. The published route is "Request a demo" or "Get in touch".

Strengths

Brinson, fixed income, factor-based and multi-portfolio attribution models in one system
Proprietary framework for detailed curve and spread attribution on fixed income
The methodology much of the rest of the category is measured against

Limitations

Sold to "asset managers, asset owners and performance teams", not to individuals
No published price and no self-serve access point
Attribution is to factors and groups, not to the decisions a private investor made

IBviz

Deep attribution visualizations at a retail price, for one broker only.

Best for: Interactive Brokers clients who want contribution and risk analytics without an advisor subscription.

Pricing: Lite is free with 80+ visualizations on a 6-month lookback. Pro is $15 per month for the full analytics and extended lookback. Corporate is $350 per month.

Strengths

Shows which assets drove returns, the FX impact on profit and loss, and risk concentration
A genuinely free tier with the full visualization set on a six-month lookback
The cheapest real attribution on this page by a wide margin

Limitations

Interactive Brokers accounts only, so anything held elsewhere is invisible to it
Attributes to assets and asset classes rather than to the decisions you made
No comparison against other investors at all

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Frequently asked questions

What is the best Capitally alternative in 2026?

It depends which gap you are trying to close. On capability coverage across this comparison, Pure Benchmarks scores highest, closing 3 of the 5 gaps. Koyfin is the better pick for advisors, and individuals willing to pay an advisor price, who want allocation and selection effects done properly. Pure Benchmarks is our own product and is listed here with its limitations in the same table as every other tool.

Why would someone switch away from Capitally?

Measured against the other performance attribution tools here, Capitally falls short on Allocation vs selection; Peer baseline. No broker connection of any kind. Data arrives by CSV or Excel upload, spreadsheet paste or manual entry, with presets per broker, and the vendor states plainly there is no background auto-sync. If neither of those matters to you, staying is the cheaper decision.

Is there a free alternative to Capitally?

Pure Benchmarks (free account with the full report). Koyfin (free plan, no attribution). IBviz (free with a 6-month lookback). A trial is a sales window rather than a free tier, and a free plan capped at ten holdings is record keeping rather than analysis, so the table separates the two.

Which Capitally alternative works across more than one brokerage?

Multi-custodian coverage is the weakest column in this category. Check the table before assuming a tool reads every account you hold.

How were these Capitally alternatives compared?

Each capability was checked against the vendor's own published pages on September 17, 2026. Anything a vendor does not publish is marked as unlisted rather than estimated. Vendors change features and pricing, so the verification date is shown on the page rather than implied.

Keep exploring

See how a specific firm's advisor decisions compare to other firms:

New here? Read the portfolio benchmarking FAQ or the Pure Benchmarks blog.

This page is an information baseline for comparison only. It is not investment advice and not a recommendation to buy, sell, replace, or transfer any specific asset, account, or firm. Past performance does not guarantee future results. All figures shown are illustrative.