Former adviser launches sustainable trading platform

An online trading platform which uses environmental, social and governance data to help retail investors screen for stocks based on sustainability factors is set launch in the coming months.

The H2 Ventures backed start-up, Goodments, founded by former ANZ financial adviser Tom Culver and his wife Emily Taylor of advertising firm Leo Burnett, was admitted to accelerator class last year and has attracted seed funding.

Culver says the platform will specifically target millennials and self-managed superannuation fund (SMSF) owners whose investment decisions are driven by environmental, social and ethical values.

"This year millennials became the largest segment of the workforce and the generation with the greatest spending power, but current investment options are largely inaccessible to them," Culver said.

"Today investing is complex, intimidating and importantly, based on solely financial data, which is a big problem for the sustainably-conscious who want invest in line with their values.

"We're making it easier for anyone to put their money where their heart is."

Culver also notes that it's a "win-win" as "investing in sustainable business is a better long-term investment performing up to three times better than polluting counterparts according to the Clean 200 (a ranking of the largest publicly listed companies by their total clean energy revenues)."

In a survey released by Morgan Stanley's Institute for Sustainable Investing, researchers found about 84% of millennials were interested in sustainable investing, and nearly twice as likely to invest in companies or funds that aim to use environmental, social or governance (ESG) practices to create a value differentiator.

"Demographic trends signal that millennial investors are likely to drive demand for sustainable investing well into the future. Asset managers creating investment products for individual investors cannot ignore these trends," the report noted.

The platform is currently operating in a closed-beta environment, based on data from global provider of ESG and corporate governance ratings Sustainalytics, and will move to a live version in July.

The start-up will also be launching a crowd funded campaign to raise awareness before going into another capital raise.

Read more: environmentalgovernancesocialCleanESGStart-upANZAssetEmily TaylorFinancial advisorFinancial plannerFinancial TechnologyFintechGoodmentsH2 VenturesInstitute for SustainableLeo BurnettMorgan StanleyStart Upstone and chalkTechnologyTom Culver
Editor's Choice
DARREN SNYDER
About three-quarters of Australian institutional investors are incorporating environmental, social and governance factors in investment decisions.
JAMIE WILLIAMSON
Businesses looking to integrate enhanced technological capability must consider its future impacts, or else risk creating a greater trust deficit in the financial services industry.
ALEX BURKE
A comprehensive review of Praemium chief executive Michael Ohanessian's termination and subsequent reinstatement determined the previous board acted inappropriately and unreasonably.
JAMIE WILLIAMSON
Advisers will soon have access to Challenger's deferred lifetime annuities through Colonial First State platforms.
Videos
Brought to you by
27 APR 2017
Smart beta strategies have come of age. I remember them being discussed several years ago with either cynicism or amusement among the institutional circles. Not many took 'smart beta' seriously. The tone ...
Get it Daily
Keep up to date, don't be the last to know! Get the Financial Standard Daily Newsletter.
SUBSCRIBE
Products
Pocket investment guides featuring adviser case studies and a glossary.
Investing trends and strategies from the industry’s thought leaders.
Putting the spotlight on investment products that matter.
Expert Feed
Michelle Baltazar
FS ADVICE
A case for digital activism
The time is ripe for financial advisers to embrace their role as digital activists - fiduciaries who are early adopters of finance ...
Emma Rapaport
FS SUPER
Smashed on university fees, smashed on retirement
Since Scott Morrison's pre-budget announcement that debt would be reclassified as 'good' or 'bad', the government spending spree has ...
Christopher Page
FS PRIVATE WEALTH
The next generation
On March 20, David Rockefeller - former Chase Manhattan chair and last of Standard Oil founder John D. Rockefeller's grandchildren ...
Michelle Baltazar
FS MANAGED ACCOUNTS
Hitting the mark
Ten years from now, every financial adviser in the country will be offering their client a managed account solution. It may happen ...
Featured Profile
Professional Subscription for $295
(inc GST) for 1 year.
SUBSCRIBE
OTHER PUBLICATIONS
FS Advice
The Australian Journal of Financial Planning.
Get the free iPad app
Download the Financial Standard iPad app for FREE.
DOWNLOAD
Link to something 40wRglyQ