In our last Impact Report, we shared our plans to revamp our intentional investment (PNi) portfolio. This was in response to both our own, and our clients’ desire for high-conviction investments in companies supporting the United Nations’ 17 Sustainable Development Goals (UN SDGs). The goals put people and planet first, with specific targets that measure themes such as good health and well-being, clean water and sanitation, affordable and clean energy, sustainable cities and communities, and responsible consumption and production.
This whole process was about going much further. We knew clients valued sustainable, as well as portfolio returns, on intentional investments. They asked for transparency, so we wanted to ensure whoever we partnered with could give us that.
Introducing Tribe
Tribe Impact Capital is our new PNi investment partner. It’s focused on becoming the wealth manager of choice for those who want to invest well and for good. Tribe ultimately stood out for its high conviction focus on impact, a willingness to develop a bespoke portfolio tailored to our mandate, and a responsive approach to partnership.
“Tribe gave us confidence. We felt Tribe’s professionalism mirrored our own commitment to excellent client service. They met high standards, with a track record of innovation, deep alignment with UN SDG revenues, a rigorous due diligence process, and impact reporting expertise.”
As a fellow B Corp, Tribe shares our values. Tribe works with managers to help shape the mandates of new fund launches with their strong, impact-led mission, which also supports our goals. Tribe’s strong grasp of the evolving regulatory landscape, including the UK Sustainability Disclosure Requirements (SDR), was also a key factor in our decision-making.
We were impressed by the leadership of team members like co-founder Amy Clarke, who plays an active role in the FCA’s Advisers’ Sustainability Group, is co-chair of B Lab UK, and is a respected voice in sustainable investment. Combined with Tribe’s proven track record and commitment to thought leadership, these qualities made them the partner best aligned with our vision and needs.
“We place great importance on due diligence of asset managers and maintain a high threshold for fund selection, so Tribe’s rigorous approach in this area was both reassuring and a strong fit. Our focus on stewardship and engagement was well aligned with Tribe’s own emphasis on these activities.”
Our companies share a focus on ensuring our investments lead to new and meaningful outcomes, and we value Tribe’s commitment to continue to collaborate further. We look forward to building on our existing work together in the UK Wealth Managers on Climate group. Finally, we felt Tribe’s professionalism mirrored our own commitment to excellent client service.
Our robust PNi partner selection process
To create a portfolio that we believed in and that aligned with these goals, we began rigorous market research. We held discussions with 13 investment providers from our network, expert consultants in sustainable investment, and at industry events.
Our analysis was thorough: we assessed each firm’s commitment to sustainability, assets under management (AUM), impact approach, financial returns, values alignment, costs, and reporting – seeking to define what each meant by an impact-led portfolio.
With the help of an independent consultant, we narrowed the field to five standout firms. We conducted hard and soft data comparisons – stewardship practices, engagement strategies, portfolio exclusions – while gathering network feedback and scrutinising impact calculation methods alongside considering traditional risk and return metrics.
Two strong potential partners emerged. Both firms presented to our investment committee, we drafted an investment mandate, reviewed potential portfolios, and after debate, we voted.
PNi relaunch yields a positive response
We launched PNi in May 2025 and are pleased to say we’ve seen lots of interest and take-up. PNi has attracted a lot of new clients specifically searching for a B Corp financial planning firm with a long-term future focus.
For other financial planning firms looking to follow suit, we know it can be particularly challenging to compare sustainable investment portfolios. Our advice is to start with the principles that are most important to you and your clients and then look for a portfolio that aligns with those. Partnering with Tribe – and a team willing to answer questions and provide ongoing training to support advisers less familiar with sustainable investing – has been an excellent experience.
This journey has been exciting, and we’ve had some great feedback. It’s still early days, but in 2026 and beyond, we’ll continue to spread the word to bring wider awareness of intentional investing.