ESG-focused advisor network and service provider First Affirmative announced today the launch of its new AffirmativESG advisor workstation. The new platform aims to aid financial advisors in helping clients find sustainable investment choices, while providing competitive returns.

Describing the new platform as “game-changing for the financial advisor,” First Affirmative co-founder and CEO George Gay, said:

“There’s no one-size-fits-all portfolio when it comes to ESG investing. We’ve taken our 30-plus years of experience in ESG and built a new kind of platform where advisors can fully align their clients’ investments to the things they value, whether it’s diversity, animal rights, the environment, LGBTQ+ issues, gun control and more.”

First Affirmative developed the new platform in order to integrate of financial advisors’ advice models with ESG expertise and rigorous due diligence practices. The platform delivers portfolios customized to meet a client’s impact preferences and financial goals, based on dozens of preferred investing priorities covering numerous environmental, social and governance factors. Categories included for client customization include fossil fuels, animal rights, renewable energy, corporate behavior, military and weapons, and prison and detention, among others.

According to the firm, inclusion of securities in each category follows a careful research and analysis based vetting process. The company also utilizes a proprietary sustainability screen, which eliminates poor ESG performers from each industry group.

First Affirmative Chief Investment Officer Theresa Gusman, said:

“We’ve put a tremendous amount of our intellectual capital into this platform so that we can deliver portfolios customized to meet the financial objectives and specific ESG preferences of the individual client. What we’ve built here is on the cutting edge for both advisors and their clients, and it’s what the investment world is increasingly demanding.”