ESG investing—short for Environmental, Social, and Governance—isn’t just a buzzword anymore. It’s become a full-blown movement in the investing world. Whether you’re passionate about climate change, diversity and inclusion, or ethical governance, ESG investing lets you put your money where your values are.

But here’s the thing: with the rise of interest in ESG, there’s been an explosion of platforms promising to help you align your portfolio with your principles. That’s great, but it also makes it a bit overwhelming to figure out which platform actually delivers. Not all ESG investing platforms are created equal. Some offer robust research tools, others make it easy to automate your investments, and a few really dig into the nitty-gritty of ESG metrics.

So, if you’re asking, “Where do I even start?” — you’re in the right place. In this guide, we’ll unpack what ESG investing platforms are, how they differ, and which ones might be the best fit for you depending on your goals, budget, and level of experience.

Best ESG Investing Platforms Compared

Let’s kick things off with a side-by-side look at some of the top ESG investing platforms out there. These platforms were chosen for their user-friendliness, reputation, ESG transparency, and features for both beginner and advanced investors.

Platform	Best For	ESG Focused Features	Minimum Investment	Fees
Betterment	Beginners	ESG portfolios, automated investing, low barriers	$0	0.25% annual fee
Wealthsimple	Canadian investors	Socially Responsible Investing (SRI) portfolios	$0	0.40%-0.50% annual fee
Aspiration	Climate-conscious users	Fossil-fuel-free portfolios, sustainable banking	$10	Pay what you want model
Ethic	Customization lovers	Custom ESG portfolios, direct indexing	$250,000	Varies by advisor
Swell Investing	Impact-driven investors	Companies aligned with the UN SDGs	Closed (no longer active)	N/A
OpenInvest	Mission-based investors	Tailored themes (gender equality, climate action)	$100	~0.50% annual fee
EarthFolio	Eco-conscious retirees	100% fossil-fuel-free, green bonds	$25,000	0.50% annual fee
Newday Impact	Mobile-first experience	Easy-to-understand impact themes	$5	1% annual fee

A Quick Note on Swell Investing

You might’ve heard of Swell Investing—it used to be a big name in ESG. Unfortunately, it shut down in 2019. We’re including it here as an example of how tricky the ESG landscape can be: it’s a growing field, but also one where the terrain shifts quickly.

Features to Look for in ESG Platforms

Not all platforms labeled “ESG” are truly dedicated to those principles. Some throw in a single “green” fund and call it a day. If you’re serious about sustainable investing, here’s a checklist of features to look for.

Transparent Scoring Criteria

Does the platform clearly explain how they determine what qualifies as an ESG investment? For example, are companies scored based on carbon emissions, labor practices, or board diversity?

Look for platforms that publish their ESG methodology. If they’re vague about their screening process, that’s a red flag.

Customization Options

Not all ESG values are created equal—what matters to you might be different from what matters to someone else. Some platforms let you emphasize the values that resonate with you most. Want to avoid weapons manufacturers but still invest in clean energy? Platforms like OpenInvest and Ethic let you fine-tune your portfolio.

Ease of Use

If the platform feels like you need a Ph.D. in finance just to open an account, it might not be the right one for you—unless you’re a finance whiz, of course. Betterment and Wealthsimple offer intuitive, user-friendly dashboards that take the guesswork out of investing.

Automated vs. Active Investing

Are you looking for a set-it-and-forget-it option? Or do you want to actively manage and tweak your portfolio? Robo-advisors like Betterment are perfect for hands-off investors. On the other hand, if you want more control, platforms like Ethic or even brokerage firms like Fidelity with ESG fund options may be a better fit.

Costs and Fees

Watch out for fees. A platform could be offering all the ESG bells and whistles, but if you’re paying a hefty percentage of your investment every year, those fees can really eat into your returns over time.

Some platforms (like Aspiration) have a “pay-what-you-want” model, while others have tiered pricing based on how much you invest.

Impact Reporting

This is a big one. You want to know that your investments are actually making a difference, right? Platforms that offer impact reports show you how your money is influencing the world—whether it’s through reduced carbon emissions, job creation, or diversity initiatives.

FAQs

What exactly is ESG investing?

ESG stands for Environmental, Social, and Governance. It’s a way of investing in companies that are evaluated not just on financial performance but also on their impact in these three areas. For example, an ESG fund might avoid oil companies (environmental concern), favor businesses with inclusive hiring practices (social), or invest in companies with diverse and ethical leadership (governance).

Are ESG investments less profitable?

Not necessarily. In fact, many ESG funds have outperformed traditional ones in recent years. Of course, past performance doesn’t guarantee future results, but the idea that you have to sacrifice returns to invest responsibly is being challenged by more and more data.

Is ESG investing only for the wealthy?

Absolutely not. While some platforms cater to high-net-worth individuals, many ESG investing platforms have zero or very low minimums. Betterment, Aspiration, and Wealthsimple, for instance, make it easy for anyone to start investing, no matter their income level.

How do ESG platforms pick companies?

It depends on the platform. Some use third-party ESG scoring systems (like MSCI or Sustainalytics), while others have their own in-house teams and proprietary algorithms. The best platforms are transparent about their selection process and will let you dig into the details.

What are some red flags in ESG investing?

Watch out for “greenwashing.” This is when companies or platforms market themselves as sustainable but don’t actually back it up with real action. If you see vague promises with no concrete data or impact reporting, dig a little deeper before handing over your money.

Can I customize my ESG portfolio?

Yes! Many platforms offer customization options. You can often choose which industries to include or exclude, and some even allow you to set impact goals—like supporting gender equality or reducing your carbon footprint.

Conclusion

ESG investing isn’t just a trend—it’s a shift in how we think about the role our money plays in the world. And thanks to the rise of user-friendly ESG investing platforms, it’s never been easier to align your investments with your values.

Whether you’re a complete beginner looking for an automated solution or a hands-on investor who wants to build a custom portfolio, there’s an ESG platform out there for you. The key is to look beyond the marketing and dig into what each platform truly offers.

Remember: the best ESG investing platform for you is the one that fits your goals, your values, and your budget. Take your time, do your research, and don’t be afraid to ask questions. After all, it’s your money—and your future—you’re investing in.