Goodments: An ethical investment app for the Netflix era

Shun the plastic bag. Eat less meat. Ride your bike instead of driving. Changing the default in our everyday choices is among the most common advice given to anyone looking to lessen their impact on the planet. And while each of these decisions does reduce our personal carbon footprint a little bit, many people are unknowingly undermining their own efforts to lead a more sustainable life through their investments.

Goodments founders Tom Culver and Emily Taylor
Goodments founder team Emily Taylor and Tom Culver

“It’s all well and good to take your KeepCup to the coffee shop, but if you are still investing in companies that depend on fossil fuels there’s a massive misalignment between your values and how you’re going about securing your future in economic terms”, says Tom Culver. To help bridge this gap, the former wealth and investment manager took a leap of faith at the beginning of 2017 and left his stable career to launch the ethical investment start-up Goodments together with his wife Emily Taylor.

Democratising ethical investing

The idea behind Goodments is simple: make it as easy as possible for anyone to invest in recognisable brands that are aligned with their values. The Sydney-based FinTech company is achieving this through a combination of different strategies.

  1. Ditching the finance jargon

“The world of finance is full of unnecessary complexity and language that is completely meaningless to the majority of people”, explains Tom. “That’s why we decided to move away from talking purely about financial returns to emphasising the impact instead.”

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