Count Financial partners with ethical advice tool

Count Financial has joined forces with a new ethical investing tool to help financial advisers provide sustainable investment solutions to clients.

The fintech team behind Goodments, the global first retail investing product to match investors to shares based on sustainability values, had launched Ethic Adviser, a new sustainable investing solution for financial advisers, investment brokers and accountants.

Established in late 2021 by Sydney-based fintech entrepreneur, Tom Culver, Ethic Adviser was a digital tool to help advisers engage their customers on sustainability and build sustainable investment options.

As a sustainable finance specialist, Culver said he saw an opportunity to support the majority of advisers with low sustainable and ethical investing knowledge, and offer an SAAS solution to equip them with specialist sustainable investing tools and information.

“With the acceleration of consumers wanting sustainable investing solutions, advisers have been left desperately underserved by their industry,” Culver said.

“They are stuck between clients wanting sustainable options, and product providers delivering sometimes questionable products, rather than accurate and reliable information or support for advisers to provide advice to their clients.”

Ethic Adviser had now partnered with Count Financial and would offer exclusive access and product training to Count members.

“We’ve seen huge shifts in client preferences for sustainable and responsible investing which has accelerated in recent times,” said Simon Jeffery-Bilich, head of practice development & research at Count Financial.

“Increasingly, clients will be quite specific around the sectors in which they do not want to invest, often for very personal reasons. We’ve found this aspect is often time consuming for advisers. For this reason, the Ethic Adviser platform is a great enabler for advisers to proactively understand client preferences, get insight on investment options, and deliver great client outcomes.

“I think the time will come where sustainable and responsible investing becomes the norm. The Ethic Adviser platform helps advisers get in front of this conversation with their clients and add value to both clients and their firm.”

Ethic Adviser was in the process of raising a seed round of $1 million.