Partnership will enable Seeds to offer relevant metrics for advisors to improve prospecting and deepen client engagement
Seeds, a financial technology firm that empowers financial advisors to offer clients a more intentional, purposeful, and personalized investing experience, has partnered with JUST Capital to deliver engaging impact insights to advisors and the clients they serve. Co-founded in 2013 by leaders in business, finance, and civil society, including Paul Tudor Jones II, Deepak Chopra, and Arianna Huffington, JUST tracks, analyzes, and ranks companies on the issues that Americans care about most.
“By partnering with JUST, we’re able to offer a more compelling and complete story so advisors can inspire and engage more clients.”
Seeds’ portal experience will present new impact scores based on JUST’s stakeholder performance data, all related to specific issues such as pollution, human rights, and workforce inclusion. Scores will show how portfolios perform compared with the universe of investible companies, adding context for investors to better understand their relative impact. In Seeds, advisors can assess investor profiles and preferences, then present a tailored, holistic portfolio and related impact metrics — all in one experience.
“We’re excited to partner with Seeds to drive capital toward more just companies that are doing right by their stakeholders,” said Martin Whittaker, CEO of JUST Capital. “Our team at JUST is focused on innovative ways to elevate the priorities of the public and incentivize companies to adopt just business behaviors. By partnering with Seeds and delivering our best-in-class impact insights, we look forward to engaging with a wider pool of values-aligned investors in our work.”
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“Getting the impact story right is critical so that clients can really feel how the advisor has connected the dots through the entire journey,” said Seeds co-founder and CEO Zach Conway. “By partnering with JUST, we’re able to offer a more compelling and complete story so advisors can inspire and engage more clients.”
A global pandemic, climate disasters, and a new administration have put ESG issues front and center for investors. To date, JUST has surveyed more than 110,000 Americans on what they believe U.S. companies should prioritize most when it comes to just business behavior. These deep insights will help guide Seeds in how they deliver information that will resonate most.
“A lot of impact reporting is either too generalized, too specific, or just generally misses the mark in trying to captivate the client,” said Conway. “Thanks to JUST’s research, we can now select from metrics that we know will speak to a broad investor base. Then the platform can automatically tailor the message to each client.”
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By presenting scores based on JUST’s data, Seeds will give investors a more objective, third-party perspective related to the ESG quality of their portfolios.
“Anyone can put an ESG label on a product and claim it scores well, and we know that investors are rightfully wary of that kind of greenwashing,” said Seeds’ Head of Product and COO Kristen O’Grady. “We wanted to partner with an outside firm to validate our portfolio impact, rather than just claiming it ourselves.”
Together, Seeds and JUST Capital also remain focused on a broader mission to inspire the wealth advisory industry to further embrace values-aligned investing. With trillions of invested dollars still empowering bad corporate behavior, Seeds and JUST believe broad scale change will require financial advisors to recognize the business opportunity.
“Advisors are starting to see that they have the power to make a difference,” said Conway. “At the same time, they can win business by showing clients that investing can be a more meaningful, intentional, values-driven experience. Just like their investors, advisors can align money with purpose.”
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