That $500 bike doesn't cost $500. Over twenty years, at the S&P 500's long-run average return, it costs you closer to $3,363 — the money you never let grow. This is a tool for seeing that number before you spend it.
The Instrument
We don't think spending is bad. We think spending without seeing the tradeoff is how decades disappear. Most of us were taught to look at price tags — the number on the sticker, the number at checkout — as if that's the whole story. It isn't. A dollar spent today is a dollar that never compounds. And compounding is the only financial tool that really works in silence, over long time.
There's no moral weight here. A bike might be worth every cent to you. A vacation might be the best money you've ever spent. The point isn't to talk you out of it. The point is to make the second number visible — the one that never shows up on a receipt. What it would have been worth, if it had stayed in the market.
“The most expensive thing you'll ever buy is the thing you didn't invest in.”
— The Real Price TagSo we built a calculator that runs the math in plain sight. You enter a price, a return, a horizon, and it shows you the other number. Not to shame you into minimalism — just to put both numbers on the table and let you decide. That's all a price tag was ever supposed to do.
Most purchases, when you look at both numbers, are still worth making. Some are not. The surprise is how often you can't tell which is which until you look.
All figures assume a 10% annual return over 20 years, calculated with compound interest. Depreciation applied where noted.
A one-time purchase, or something recurring — a daily coffee, a monthly subscription. Naming it helps you remember later.
The defaults mirror the S&P 500's long-run average. Shorten the horizon for a conservative view, lengthen it for a true long-haul number.
Both numbers, side by side, calculated in your browser. Most purchases are still worth it. Some aren't. Now you'll know which is which.
A small badge that quietly appears next to prices on the sites you already use. Same math as the calculator, at the moment you need it most.
See real prices while shopping. Amazon, Best Buy, any site with a price tag — the compound-interest number shows up next to the sticker.
Coming soon to Chrome Web StoreFor Mac and iPhone. Same badge, same math, tucked into the Safari toolbar. Syncs your preferences across your devices.
Coming soon to the App Store