Ethos is a first-of-its-kind FinTech platform for investors and consumers to align their spending with the causes they care about, including racial justice, workplace safety, climate change, LGBTQ equality, and more.

Ethos lets you select the causes you care about and get personalized ratings of companies, brands, employers and investments, based on hundreds of credible sources.

How Ethos works

1

Explore

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Find brands, investments and companies that support the causes you care about, with 250,000+ free impact ratings

2

Discover

Impact Assessment
Discover your Impact Persona by picking your causes. Are you a Health Advocate? Justice Defender? Climate Sustainer?

3

Align

Align your financial decisions with your values with personalized ratings built for you. Save what you use to see your impact
How we rate companies

Ethos combines data points from credible sources into 0-100 ratings of companies, brands and investment funds, for 45 causes.

Data comes from 180+ metrics, such as governmental fines, greenhouse gas emissions, percentage of women on the board of directors, and quality of human rights policies.

After aggregating data we normalize to a 0-100 scale for comparability. We give more weight to ratings of companies in industries that have a "material" impact on a particular cause (for example, Transportation industry companies in climate-related causes).

Explore ratings of companies

Learn more about how ratings work

Company ratings
Our values

We believe that how we spend our time and money reflects the world we aspire to see. Everyone should be able to understand the impact of the brands they buy, investments they make, and companies they engage with.

IMPACT
You should be able to make decisions that align with your values.
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We believe everyone should have access to credible information and tools to buy, invest and work for the causes they care about, such as creating a sustainable future, supporting equality, or ensuring health and well-being for all.
EMPOWERMENT
Your money is powerful, and can help reshape our economy and planet.
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Publicly-traded companies are accountable to investors and shareholders, including through shareholder resolutions and criteria that companies must meet to be included in some portfolios (such as Blackrock’s). Making informed decisions about your purchases and investments is one of the most powerful ways to help accelerate the reshaping of our economy and planet.
TRANSPARENCY
Transparency and credible sources are critical for assessing impact.
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There's no perfect way to measure the impact of a brand, company or investment fund, but transparent, high-quality data can help you make the most informed decisions possible. Ethos uses more than 180 credible metrics from non-corporate data sources, as well as data directly from corporations. We share the metrics and sources that make up every company and fund rating (you can see them on cause profiles or company profiles). We also believe in a continuous process to improve our ratings, and we are always seeking input from credible sources.
FINANCIAL WELL-BEING
Financial well-being is also important.
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Being smart with your money is also important. We believe you should have information to make sound purchase and investment decisions that support financial well-being as well as impact on the causes you care about. Along with a growing body of research, we also believe that positive impact on the environment and society can support strong investment performance. For example, out of more than 200 reviewed studies from academic research, industry reports, and newspaper articles, more than 80% demonstrated that prudent sustainability practices have a positive influence on investment performance.
Who we are

Ethos is a lean start-up, led by:

Luke Wilcox
Luke is the founder and CEO of Ethos. He has led tech start-ups, social impact organizations, and strategy engagements for Fortune 500 companies. He is passionate about helping everyone participate in impact investing.

Madelin Snyder
Madelin is co-founder and CEO of Tin Roof Collective, which is working with Ethos on growth strategy and product development. Madelin has a diverse background in product development and design, and brings additional experience as an artist and writer to help creatively build successful companies.

Matt Geiser
Matt is co-founder of Tin Roof Collective and has worked in early-stage tech for 25 years. He has deep experience helping early-stage companies create scalable business operations. Matt is focused on product engagement and customer success for Ethos.

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