{"id":11240,"date":"2023-08-26T15:28:44","date_gmt":"2023-08-26T15:28:44","guid":{"rendered":"https:\/\/mysourcefunding.com\/startups\/endless-varieties-of-the-sp-500-based-on-peoples-beliefs\/"},"modified":"2023-08-26T15:28:45","modified_gmt":"2023-08-26T15:28:45","slug":"endless-varieties-of-the-sp-500-based-on-peoples-beliefs","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=11240","title":{"rendered":"Endless Varieties Of The S&#038;P 500, Based On People\u2019s Beliefs"},"content":{"rendered":"<div>\n<p>Say you\u2019re a regular investor who likes ETFs, but you want your investments to have a positive impact. What to do?<\/p>\n<p>That\u2019s the dilemma Giraffe seeks to address. The startup\u2019s platform allows people to invest in indexes tailored to their specific values, from vegetarianism to reducing carbon emissions. Founded in 2021, it took the company two years to develop the technology, which recently went live. \u201cIt produces endless varieties of the S&amp;P 500, based on people\u2019s beliefs,\u201d says co-founder Itai Kohavi.<\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\"><strong>A Search for Values-Based ETFs<\/strong><\/h2>\n<p>Kohavi, a vegetarian, started investing in ETFs many years ago. However, as time went by, he became increasingly distressed that his options all included stocks he preferred not to invest in, like meat producers. When he looked into the matter further, Kohavi came upon many other corporations involved in businesses he didn\u2019t want to support. \u201cI was interested in investing in a large index, but not in certain companies, and I couldn\u2019t do it,\u201d he says.<\/p>\n<p>He got to thinking there had to be way to create such an option\u2014and that many other like-minded investors would also be interested in participating. Kohavi, a serial entrepreneur\u2014Giraffe is his third startup\u2014decided to start a company to develop the product.<\/p>\n<p><fbs-ad position=\"inread\" progressive=\"\" ad-id=\"article-0-inread\" aria-hidden=\"true\" role=\"presentation\"><\/fbs-ad><\/p>\n<h2 class=\"subhead-embed color-accent bg-base font-accent font-size text-align\"><strong>An Employee Benefit<\/strong><\/h2>\n<p>With Giraffe, users can turn an existing ETF into a personalized, values-oriented portfolio. That could mean eliminating companies with few women in top management, major greenhouse gas producers, or any other problematic business or practice. So a vegetarian like Kohavi who wants to invest in the S&amp;P 500 can avoid a producer of meatand add a plant-based food company. \u201cYou define the areas you care about and choose what you want to avoid,\u201d he says.<\/p>\n<p>Kohavi describes it as \u201cthe fourth generation of generation of investing.\u201d First came single stocks, next mutual funds, then ETFs and finally the ability to tailor those indexes.<\/p>\n<p>Giraffe distributes the service primarily through employers, who offer it as a benefit to their employees. \u201cThat was important to me, since employers touch most of the people in the world,\u201d says Kohavi. \u201cThe impact is much faster.\u201d<\/p>\n<p>According to Kohavi , that\u2019s especially attractive to younger workers, who tend to place a high value on social responsibility in their investments, purchases and employers. Three-quarters of Gen Z, people born roughly between 1995 to 2010, prefer to buy from sustainable companies, rather than simply brand names, according to a survey of US consumer attitudes on sustainable shopping by First Insight and the Baker Retailing Center at the Wharton School of the University of Pennsylvania.<\/p>\n<p>With that in mind, employers can compensate employees using investment vouchers which can be redeemed in stocks of companies that align with their personal values. (Employees also have access to a library of financial educational resources). Ultimately, the plan is to integrate the platform into a company\u2019s compensation program with paycheck-based contributions and employer-match programs. Giraffe also has a direct-to-consumer capability.<\/p>\n<p>The company recently raised $10.5 million in seed funding in a round led by Group 11, with participation from Altair Capital and angel investors. Kohavi plans to use the funding to refine Giraffe\u2019s indexing engine and due-diligence algorithm, as well as expand to new U.S. customers.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.forbes.com\/sites\/annefield\/2023\/08\/26\/endless-varieties-of-the-sp-500-based-on-peoples-beliefs\/\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Say you\u2019re a regular investor who likes ETFs, but you want your investments to have a positive impact. What to do? That\u2019s the dilemma Giraffe seeks to address. The startup\u2019s platform allows people to invest in indexes tailored to their specific values, from vegetarianism to reducing carbon emissions. Founded in 2021, it took the company [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[77],"tags":[],"class_list":{"0":"post-11240","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-startups"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Endless Varieties Of The S&amp;P 500, Based On People\u2019s Beliefs | Brandiary<\/title>\n<meta name=\"description\" content=\"Say you\u2019re a regular investor who likes ETFs, but you want your investments to have a positive impact. What to do? 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