What this site is, who builds it, where the numbers come from, and how it pays for itself.
WhyTheMove answers one question: why is this stock moving? Not what it moved — every quote site has that — but what caused it. Each ticker page carries a written explanation of the current move, refreshed through the trading day and adapted to the session, so a pre-market page talks about pre-market and an evening page talks about the close.
The distinguishing feature is that an explanation is only as good as what it is built from, so every summary shows its sources. If the move traces to an 8-K, an analyst action, or a sector-wide repricing, the page says so and links to what it read. Beyond today, ticker pages mark the historical catalyst days — the outsized moves in a stock's price history — and explain those too, so a chart becomes a sequence of events rather than a line. There is also a movers view and an earnings calendar for the wider picture.
WhyTheMove is independent. It is not a media company, not a broker, not a fund, and not affiliated with any company, issuer, or research provider mentioned on the site. Nobody pays for coverage, placement, or a favourable description here, and no company covered has any say over what its page says. Being written about unfavourably is not something a company can buy its way out of.
We also run YieldMaxCalc, a dividend and DRIP calculator for option-income ETFs, and OptioNerd, an options analytics site. All three are relevant to each other: a YieldMax-style ETF is an options strategy written on a single stock, so why that stock moved is what the fund's next distribution is made of. ETF pages here link across to YieldMaxCalc where the payout maths is the thing you actually want.
Nothing on this site is financial advice. It is a data and context reference, produced by people who are not licensed financial advisers. An explanation of why a stock moved is not a view on where it goes next, and is not a recommendation to buy, sell, or hold anything.
That last point deserves to be blunt: the summaries are generated, not reported. A model can misread a source, over-attribute a move to a coinciding headline, or miss the real cause entirely. The sources are listed under every summary precisely so you can check it rather than take it. Data can also be wrong or stale — confirm prices and dates against your broker before acting on them.
Two ways, and there are no ads in either. The first is subscriptions: today's featured movers and the daily market analysis are free to everyone, and a paid plan unlocks every other ticker, historical catalyst-day explanations, watchlists, and the daily email briefing. The second is a small number of affiliate partnerships with tools we actually use, disclosed in full below.
This section is the full disclosure required by the FTC, and it is deliberately blunt.
We participate in the Koyfin affiliate program. If you subscribe to a Koyfin plan after clicking one of our links, we receive a recurring commission on your payments — currently 25% — and you receive 20% off any paid plan. The discount is a genuine reduction on Koyfin's standard pricing; it does not cost you anything extra, and the price is not marked up to fund the commission. We also receive a discounted Koyfin licence of our own as part of the program.
Every affiliate link on this site is marked as such at the point of the link, opens in a new tab, and carries rel="sponsored". Some of them are contextual links inside a sentence rather than bordered boxes; those carry the same disclosure behind the ⓘ icon beside them, because a full sentence of it would wreck the paragraph it sits in.
What we do not do is put a commercial link inside the content itself. No affiliate link appears within a generated summary, a catalyst explanation, a source list, or a price table — those surfaces exist to answer a question, and a link mixed into them would compromise that. Where a link sits next to one, it is on its own line and visibly separate from it.
A commission does not buy coverage or a favourable description. If a tool stops being worth recommending, the link comes down. If you would rather not send us a commission, going directly to koyfin.com costs you the 20% discount but works perfectly well.
We use Koyfin for our own research and for the analysis we publish elsewhere — screening, earnings transcripts, custom dashboards and multi-ticker charts. It is not used to produce anything on this site; the pages here are built from the data sources listed above.
Start with a 7-day full-access trial. WhyTheMove readers also get 20% off paid plans. Free tier available. Affiliate link — we earn a commission if you subscribe, at no extra cost to you. Full disclosure.
A wrong explanation is worse than no explanation, so corrections, missing tickers, and bug reports are genuinely welcome. Replying to any watchlist briefing email reaches us.