Sygnify Data

See it for yourself.

We turn public filings and government data into simple stories about how businesses really work, starting with the money behind the things you buy every day. Every number shows where it came from.

LONG-FORM · THU 8 OCT · 7 PMWhere your $5 at Starbucks really goesWe follow one coffee's money from the farm, across the ocean, through the store and out to the shareholders,...
Our one rule
  • Don't trust the headline.
  • Don't trust the hot take.
  • Don't even take our word for it.
  • Look at the numbers. See it for yourself.

Every story ends the same way: with the filing, the statement and our arithmetic, so you can check every number we used.

Our rules, in full
10-K
The company's own annual reportFROM SEC EDGAR, OR GOVERNMENT DATA
÷×
Our arithmetic, shown line by lineON SCREEN, AND IN FULL ON EVERY STORY PAGE
✓
An outside fact check before it goes upCORRECTIONS POSTED IN PUBLIC
This week
THU 8 OCT · 5 PM
Who got your $5 coffee?
Starbucks kept 25 cents, then paid out 37.
THU 8 OCT · 7 PM
Where your $5 at Starbucks really goes
Long-form story
FRI 9 OCT · 5 PM
Who got your $5 burrito?
Chipotle kept 64 cents.
SAT 10 OCT · 5 PM
Who got your $5 burger?
McDonald's barely makes them.
SAT 10 OCT · 7 PM
Why the biggest brands don't want to own their stores
Long-form story
Pick a purchase

Who got your $5?

Pick something you buy. We split your $5 the way the company's own annual report does, and show you exactly how we got every line.

Coming soon: pizza · gym membership · hotel night

See the story: Who got your $5 coffee?

Stories

Follow the money behind everyday things

Who got your $5? · Daily at 5 PM

All stories

For your business

The same method, on your own numbers.

Tell your business's story the way we tell ours: the few numbers that matter, where they came from, and what they mean. For investors, a board, your team or your customers.

  • Story Snapshots and short explainer videos from your own numbers
  • Templates and guides you run yourself
  • The Business Review: monthly Power BI, a written Briefing and a call
  • Workshops for your team
See what we offer
A sample Briefing page
About

Built by someone who reads the fine print for a living.

I'm Jesse Sawyer. Five years in military intelligence taught me to collect information, find what matters and make it usable. Fifteen years in business taught me the same lesson from the other side: most people don't lack data, they lack the story it's telling. Sygnify is that story, told with the sources on the table.

More about Sygnify

Stay in the loop

A new story every week.

A new long-form three times a week, and a Short every day. Subscribe so the next one finds you.

Subscribe on YouTube
New long-forms Tuesday, Thursday and Saturday at 7 PM ET.