VOL. XCIV, NO. 247

★ A CURATED DIRECTORY OF FINANCIAL TOOLS AND RESOURCES ★

PRICE: 0 CENTS

Friday, December 26, 2025

Tool Comparison

Masttro vs Semrush comparison

Compare pricing, supported platforms, categories, and standout capabilities to decide which tool fits your workflow.

Quick takeaways

Masttro adds Wealth Management, Portfolio Accounting / Book of Record, Client & Investor Reporting, Householding & Multi-Entity, Alternatives / Capital Calls & Distributions, Client Portal & Mobile App, Document Vault & e-Signature, Model Portfolios & Sleeves, Portfolio, Custom Dashboards, Broker Connectors, and Audit Trail / Supervision coverage that Semrush skips.

Semrush includes App & Website Traffic, Sheets / Excel Add-ins, and Blogs categories that Masttro omits.

Semrush keeps a free entry point that Masttro lacks.

In depth comparison

Masttro

masttro.com

Full‑stack wealth OS for UHNW‑focused family offices, RIAs, private banks, and professional services firms. Combines 650+ direct custodian data feeds, multi‑entity portfolio analytics, alternatives lifecycle automation, cash management, compliance, secure client portals, and conversational AI across web and mobile. Licensing is fixed, non‑AUM annual subscription priced by client scope and configuration.

Platforms

WebMobileAPI

Pricing

Subscription

Quick highlights

Unified wealth OS for UHNW family offices, multi-family offices, wealth advisors, institutions, and professional services firms, delivering a single, accurate view of total net worth across all assets, geographies, currencies, and entity structures.
Direct data aggregation from 650+ proprietary custodian feeds (no screen scraping or third-party intermediaries), powering verified daily transaction and position data across bankable and non-bankable assets.
Supports a wide range of asset classes and entity structures - including traditional securities (cash, bonds, mutual funds, public equities), alternatives (direct investments, private equity, hedge funds, venture capital, private credit), real estate, and lifestyle assets such as art, jewelry, and vehicles.
Portfolio Management and Consolidated Portfolio Analysis modules provide holistic account views, multi-custodian performance analytics, FX-aware dashboards, and integrated cash-flow projections with filtering by legal entity, family member, manager, and more.
Cash Management Registry centralizes uncategorized deposits and withdrawals, maintains detailed records of capital calls, distributions, fees, and closed-end fund cash flows, and lets users review history and export transactions for full cash-flow auditability.

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Semrush

semrush.com

Comprehensive SEO, marketing, and web traffic analytics platform. API access for core Analytics and Projects requires a Business plan, with usage billed in API units. Some APIs-like Listing Management and Map Rank Tracker-don’t consume units. Enterprise security options include SAML SSO on Guru and Business tiers. A 7-day free trial is available for all paid plans.

Platforms

WebMobileAPI

Pricing

FreeSubscription

Quick highlights

Traffic Analytics tools to examine any website’s visitors, sources, engagement metrics, and competitive benchmarks.
Rich API suite: Analytics and Projects APIs (Business plan), Trends API, Listing Management, and Map Rank Tracker. Current versions support API key (v3) and OAuth 2.0 with JSON (v4).
API consumption billed in ‘units’ per request or per line of data. Historical queries cost more; some APIs like Listing Management and Map Rank Tracker are excluded from unit billing.
Flexible exports in CSV, Excel, and PDF across tools. Position Tracking and Site Audit modules generate PDF reports; Position Tracking also supports direct Google Sheets export.
Google Sheets integration through the App Center ‘AI Automated Data Connector’ for automated reporting pipelines.

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Where they differ

Masttro

Distinct strengths include:

Unified wealth OS for UHNW family offices, multi-family offices, wealth advisors, institutions, and professional services firms, delivering a single, accurate view of total net worth across all assets, geographies, currencies, and entity structures.
Direct data aggregation from 650+ proprietary custodian feeds (no screen scraping or third-party intermediaries), powering verified daily transaction and position data across bankable and non-bankable assets.
Supports a wide range of asset classes and entity structures - including traditional securities (cash, bonds, mutual funds, public equities), alternatives (direct investments, private equity, hedge funds, venture capital, private credit), real estate, and lifestyle assets such as art, jewelry, and vehicles.
Portfolio Management and Consolidated Portfolio Analysis modules provide holistic account views, multi-custodian performance analytics, FX-aware dashboards, and integrated cash-flow projections with filtering by legal entity, family member, manager, and more.

Semrush

Distinct strengths include:

App & Website Traffic Sheets / Excel Add-ins Blogs

Traffic Analytics tools to examine any website’s visitors, sources, engagement metrics, and competitive benchmarks.
Rich API suite: Analytics and Projects APIs (Business plan), Trends API, Listing Management, and Map Rank Tracker. Current versions support API key (v3) and OAuth 2.0 with JSON (v4).
API consumption billed in ‘units’ per request or per line of data. Historical queries cost more; some APIs like Listing Management and Map Rank Tracker are excluded from unit billing.
Flexible exports in CSV, Excel, and PDF across tools. Position Tracking and Site Audit modules generate PDF reports; Position Tracking also supports direct Google Sheets export.

Feature-by-feature breakdown

Attribute	Masttro	Semrush
Categories Which research workflows each platform targets	Shared: Data APIs, APIs & SDKs Unique: Wealth Management, Portfolio Accounting / Book of Record, Client & Investor Reporting, Householding & Multi-Entity, Alternatives / Capital Calls & Distributions, Client Portal & Mobile App, Document Vault & e-Signature, Model Portfolios & Sleeves, Portfolio, Custom Dashboards, Broker Connectors, Audit Trail / Supervision	Shared: Data APIs, APIs & SDKs Unique: App & Website Traffic, Sheets / Excel Add-ins, Blogs
Asset types Supported asset classes and universes	Stocks, Bonds, Mutual Funds, Hedge Funds, Private Funds, Real Estate, Cryptos, Other	Other
Experience levels Who each product is built for	Advanced	Beginner, Intermediate, Advanced
Platforms Where you can access the product	Web, Mobile, API	Web, Mobile, API
Pricing High-level pricing models	Subscription	Free, Subscription
Key features Core capabilities called out by each vendor	Unique Unified wealth OS for UHNW family offices, multi-family offices, wealth advisors, institutions, and professional services firms, delivering a single, accurate view of total net worth across all assets, geographies, currencies, and entity structures. Direct data aggregation from 650+ proprietary custodian feeds (no screen scraping or third-party intermediaries), powering verified daily transaction and position data across bankable and non-bankable assets. Supports a wide range of asset classes and entity structures - including traditional securities (cash, bonds, mutual funds, public equities), alternatives (direct investments, private equity, hedge funds, venture capital, private credit), real estate, and lifestyle assets such as art, jewelry, and vehicles. Portfolio Management and Consolidated Portfolio Analysis modules provide holistic account views, multi-custodian performance analytics, FX-aware dashboards, and integrated cash-flow projections with filtering by legal entity, family member, manager, and more. Cash Management Registry centralizes uncategorized deposits and withdrawals, maintains detailed records of capital calls, distributions, fees, and closed-end fund cash flows, and lets users review history and export transactions for full cash-flow auditability. Portfolio Management Center supports model portfolios, firm-wide investment policies, risk and concentration limits, diversification rules, restrictions, and user-defined blended benchmarks to monitor drift and keep portfolios within mandate.	Unique Traffic Analytics tools to examine any website’s visitors, sources, engagement metrics, and competitive benchmarks. Rich API suite: Analytics and Projects APIs (Business plan), Trends API, Listing Management, and Map Rank Tracker. Current versions support API key (v3) and OAuth 2.0 with JSON (v4). API consumption billed in ‘units’ per request or per line of data. Historical queries cost more; some APIs like Listing Management and Map Rank Tracker are excluded from unit billing. Flexible exports in CSV, Excel, and PDF across tools. Position Tracking and Site Audit modules generate PDF reports; Position Tracking also supports direct Google Sheets export. Google Sheets integration through the App Center ‘AI Automated Data Connector’ for automated reporting pipelines. Native integrations with Google Analytics and Google Search Console to combine marketing and search performance data.
Tested Verified by hands-on testing inside Find My Moat	Not yet	Not yet
Editor pick Featured inside curated shortlists	Standard listing	Standard listing

Frequently Asked Questions

Which workflows do Masttro and Semrush both support?

Both platforms cover Data APIs, and APIs & SDKs workflows, so you can research those use cases in either tool before digging into the feature differences below.

Which tool offers a free plan?

Semrush offers a free entry point, while Masttro requires a paid subscription. Review the pricing table to see how the paid tiers compare.

How can you access Masttro and Semrush?

Both Masttro and Semrush support web and mobile access, making it easy to keep tabs on research away from the desk.

What unique strengths set the two platforms apart?

Masttro differentiates itself with Unified wealth OS for UHNW family offices, multi-family offices, wealth advisors, institutions, and professional services firms, delivering a single, accurate view of total net worth across all assets, geographies, currencies, and entity structures., Direct data aggregation from 650+ proprietary custodian feeds (no screen scraping or third-party intermediaries), powering verified daily transaction and position data across bankable and non-bankable assets., and Supports a wide range of asset classes and entity structures - including traditional securities (cash, bonds, mutual funds, public equities), alternatives (direct investments, private equity, hedge funds, venture capital, private credit), real estate, and lifestyle assets such as art, jewelry, and vehicles., whereas Semrush stands out for Traffic Analytics tools to examine any website’s visitors, sources, engagement metrics, and competitive benchmarks., Rich API suite: Analytics and Projects APIs (Business plan), Trends API, Listing Management, and Map Rank Tracker. Current versions support API key (v3) and OAuth 2.0 with JSON (v4)., and API consumption billed in ‘units’ per request or per line of data. Historical queries cost more; some APIs like Listing Management and Map Rank Tracker are excluded from unit billing..

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