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How Contra works

A terminal that reads the market — and reads you.

Most market content sells you conviction. Contra builds the ability to test it. It does three things: shows you what’s moving across the markets today, tells you which of your own habits are costing you money, and sharpens your judgment every time you use it.

Nothing is a black box. Every call names what would prove it wrong, and when there’s nothing worth saying, Contra says so — silence is a verdict, not a gap.

1 · See what fired

Every tracked ticker, read every morning

Overnight, Contra scans the stock, commodity, and bond markets for the patterns that quietly move returns — dividend traps, fake earnings beats, post-merger leverage stress, insider buying clusters, commodity-cycle turns, rate-regime shifts, and many more. Each name gets one clear read: engage, quality, monitor, avoid, crowded, or an honest “no view.”

Every pattern is defined in the open: what it means, what triggers it and exactly what would prove it wrong. You can check our homework.

2 · Find your blind spots

Link your brokerage, find your biases

Connect your brokerage (read-only — Contra can never trade for you) and it reads your real, closed trades. It grades how well you timed each exit and surfaces the habits quietly costing you money: banking winners early while letting losers run, chasing a stock after the move, selling on a price scare instead of a broken thesis, buying names the framework was flagging to avoid.

Each habit comes with the number behind it and the drill that fixes it — so the same mistake stops costing you twice. The verdict stays yours.

3 · Build the skill

Get sharper every time you use it

A short diagnostic maps how you read the market across nine skills. From there, blinded historical replays, a counter-argument engine that argues against your own thesis, and a conviction tool that adds friction exactly when it’s easy to over-bet all push those skills forward. Your profile grows from your real decisions and trades — not a quiz score you game once.

Who builds it

Built by Semih Decan

Contra is built by an operator, not a content team. Semih Decan has spent more than twenty years inside the numbers of large consumer, retail and technology companies: as a finance leader at Procter & Gamble, as a McKinsey partner, as the CEO of a turnaround, and as the commercial chief of a growth-equity-backed marketplace. The work was always the same question: what does an operating pattern look like in the numbers before it reaches the stock price?

Retail investors get picks and charting tools, and almost nothing that tests their own decisions. Contra applies the operating patterns he spent a career reading, defines each one in the open with the condition that would prove it wrong, and grades your own closed trades against the same standard.

21+ yrs
Operating and advisory leadership
$6B
P&L managed at Procter & Gamble
9.2x → 2.2x
Leverage reduced as CEO of a $500M group
39%
Revenue CAGR as CCO of a $1B+ marketplace
  1. 2024 – present
    Founder, Consumer Alliance

    Boutique advisory on large-scale transformation and go-to-market design. Built AI-based pricing and customer-segmentation models for quick-service restaurant and retail clients, with double-digit revenue uplift.

  2. 2020 – 2022
    Chief Commercial Officer, Property Finder Group (General Atlantic)

    Ran commercial strategy for the leading real estate marketplace across the UAE, Saudi Arabia, Turkey and Egypt. 39% revenue CAGR, pricing models built and scaled across six markets, subscription tiers and pay-per-performance offers launched.

  3. 2018 – 2020
    Chief Executive Officer, Eczacıbaşı Consumer Products

    Led the full organisational and operating-model turnaround of a $500M consumer products group: leverage cut from 9.2x to 2.2x and EBITDA up more than 50%.

  4. 2011 – 2018, 2022 – 2024
    Partner, McKinsey & Company

    Led more than 100 transformation engagements across pricing, revenue growth management, organisation design and analytics for consumer, retail and food clients.

  5. 2005 – 2011
    Senior Finance Manager, Procter & Gamble

    Managed the $6B P&L of the global Beauty Care division: marketing return on investment and growth-capital allocation, across Istanbul, London, Geneva and Cincinnati.

Education: MBA, Columbia Business School and MBA, London Business School (both Dean’s List, High Honors); BS in Electrical and Electronics Engineering, Bilkent University.

What that means for you: your brokerage link is read-only, so Contra cannot place or change a trade. Nothing here is a recommendation, and Contra earns nothing from what you buy. Revenue comes from subscriptions only.

Semih on LinkedIn (opens in new tab) · Contact