Spend with people
who’ve earned it
Dura scores every business by how it’s owned and finds independent alternatives, so more of your money reaches the people who earn it.
the part of your receipt that nobody shows you
Reveal
See who really profits when you buy
Behind every merchant is an owner: a family, a fund, a public company, the people who work there. Dura reads that structure for every place you spend and tells you who actually profits when you buy. The marketing can’t fool it and a familiar logo can’t hide it, so you can spend without the quiet worry that you’re funding something you’d never choose.
Whole Foods Market
Corporate subsidiary
Ownership Chain
Who decides?
Shareholders
Who benefits?
Outside investors
Independent Spending
Track
Watch your independent spending climb
Dura turns all of it into one number: the share of your money reaching independent businesses. The number moves as you spend, so a 60% week and a 75% week look different at a glance, and the trend is yours to push. Small changes show up fast, which keeps the shift closer to progress than to homework.
Discover
Get the short list, not the endless scroll
When you want a better option, Dura points you to a few worth trusting instead of a thousand to sort through. Each list is researched the same way every score is, by who owns the business and who profits, so the picks are defensible rather than paid for. It starts hand-curated, like a Wirecutter for independent businesses, and gets sharper as the map fills in.
Grocery Near You
Rainbow Grocery
Worker-owned · 0.4 mi
Trader Joe's
Independent · Private · 0.6 mi
Whole Foods Market
Corporate · Amazon · 0.3 mi
Your Data
Network Impact
347
Merchants researched
12
Alternatives found
14k
Members
Build
The more of us, the better the map
Every person who connects makes the map of the independent economy sharper: more businesses identified, better alternatives surfaced, stronger recommendations for the next person who looks. Right now it’s early and growing fast, and the people joining now are the ones drawing it. Your data stays yours, never sold and never turned into a profile. The people-first economy is already partly here, and joining now means helping build the rest.
Connect your accounts.
Securely link your bank or cards through Plaid. Read-only, takes a minute.
See your score.
Dura researches every merchant and shows you the share of your spending reaching independent businesses.
Shift week by week.
Make a few changes, watch the number climb, and follow the trend over time.