SHORT 'When Values Meet Investing' Carey Church founder Moneyworks

In this SHORT episode of Purposely, we revisit insights from a past guest working at the intersection of financial advice, ethics, and values-led investing.

She reflects on the decision to formally position her firm as an ethical investor, not because clients demanded it, but because it reflected who they already were. What surprised her most was how many clients moved quickly once the option was clearly explained. Many assumed investing was value-neutral and didn’t realise they were allowed to ask for more alignment between their money and their beliefs.

The conversation explores what ethical investing looks like in practice, from screening for human rights issues to using simple tools that help clients express what they do and don’t want in their portfolios. One clear theme emerges: people are far more aligned on values than the industry often assumes.

She also shares the firm’s unexpected journey to B Corp certification, discovering they were already operating well beyond the required standard thanks to years of careful governance, systems, and culture.

The episode closes with practical advice for advisors and professionals wanting to bring values into their work, including where to start, how to build confidence, and why conversations about ethics don’t need to be complicated to be effective.

This episode of Purposely is brought to you by Benevity and Trust Investments.