portolio.app

An editorial reading room that respects you. The headline picks a fight with the right enemy, the page runs on real numbers, and a sample brief sits one click from the door — Marc would tick #3, #10, #20, #25 without blinking. Then it trips on the two he's bluntest about: no testimonials (#29, “collect proof before traffic”) and no founder you can see (#15, “show your face”).

31 checks · 24 passed · 5 need work · 2 failed

85.5out of 100

Category scores

Clarity90

First impression88

Show, don't tell85

Pricing72

Shareability55

Trust48

Fix these first.

Ordered by how much each one is costing you. Start at the top.

1
Launched without testimonials
rule 29
Found: Rule #29: “A landing page without testimonials is asking strangers to trust you blindly.” The ticker logos and “4,081 filings summarized” are volume — not a single human saying the summaries are right.
Fix: “Collect proof before traffic.” Add 2–3 quotes from retail investors. For a tool that summarizes 247-page filings, one trusted voice beats ten more features.
2
No founder to see or hear
rule 15
Found: Rule #15: “People buy from people… Show your face.” The product asks you to trust its read of financial filings, but no human is named or shown anywhere.
Fix: A short founder note — “I'm an investor who got tired of fighting EDGAR” — with a face. People buy from people.
3
Two hero CTAs compete
rule 22
Found: Rule #22: “When people have multiple paths, many choose none.” “See a sample brief” and “Start reading” sit side by side.
Fix: “Give people one next step. Just one.” Make “See a sample brief” the single primary action; demote “Start reading” to a quiet link.

The rest of the rubric

Needs work

“Start reading” is vaguerule 28
Rule #28: “Remove uncertainty.” If you keep a second CTA, name what happens — “Start my filing feed” over a generic verb.
The hero stacks several ideasrule 6
Rule #6: “One screen. One message.” Feed + Smart Summary + source + a ticker wall all share the first screen. Gorgeous, but busy — let one idea breathe.
Footer isn't built to be sharedrule 4
Rule #4: “Finish strong.” The dispatch is inherently shareable — engineer the last screen to push a card people want to post.
Sophisticated copy for a sophisticated readerrule 7
Rule #7 wants a fifth grader to follow it. The audience is investors, so the register is fair — just keep the Smart Summaries plain.
The name is wordplay on a real wordrule 23
Rule #23: “Use words people already know. Avoid wordplay, made-up words…” “Portolio” is “portfolio” with a letter knocked out — a made-up word, not one people already know. It reads instantly, which softens the blow, but it's exactly the wordplay #23 tells you to avoid.

Passed — don’t break these

✓#30 — 7 words, picks a fight with the right enemy
✓#3 — built on real figures, not adjectives
✓#25 — a sample brief: play before you pay
✓#16 — “from $9/mo” in the nav
✓#10 — the hero is a working sample (show, don't tell)
✓#11 — one thing: SEC filings
✓#19 — an editorial filing reader is something new
✓#20 — the hero sells on its own
✓#18 — an emotional, contrarian headline
✓#24 — sells the outcome (read what matters), not features
✓#26 — no weak words
✓#31 — premium $9/mo positioning
✓#13 — rides the AI-summary + retail-investing wave

Headline rewrites, ready to paste

“Read the 10-K. Not the hot take.”

Already excellent — kept here so a redesign never loses it.

“Your portfolio just filed. Here's the brief.”

An alternate that leads with the real-time hook, if you test.

“EDGAR, set in a typeface for humans.”

Leans on the differentiator nobody else has — #19, surprise people.

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