Ethos is a first-of-its-kind FinTech platform for investors and consumers to align their spending with the causes they care about, including racial justice, workplace safety, climate change, LGBTQ equality, and more.

Ethos lets you select the causes you care about and get personalized ratings of companies, brands, employers and investments, based on hundreds of credible sources.

Financial Advisor? Check out Ethos for Financial Advisors.

How Ethos works



Find brands, investments and companies that support the causes you care about, with 350,000+ free impact ratings



Impact Assessment
Discover your Impact Persona by picking your causes. Are you a Health Advocate? Justice Defender? Climate Sustainer?



Align your financial decisions with your values with personalized ratings built for you. Save what you use to see your impact
Our values

We believe that how we spend our time and money reflects the world we aspire to see. Everyone should be able to understand the impact of the brands they buy, investments they make, and companies they engage with.

You should be able to make decisions that align with your values.
We believe everyone should have access to credible information and tools to buy, invest and work for the causes they care about, such as creating a sustainable future, supporting equality, or ensuring health and well-being for all.
Your money is powerful, and can help reshape our economy and planet.
Publicly-traded companies are accountable to investors and shareholders, including through shareholder resolutions and criteria that companies must meet to be included in some portfolios (such as Blackrock’s). Making informed decisions about your purchases and investments is one of the most powerful ways to help accelerate the reshaping of our economy and planet.
Transparency and credible sources are critical for assessing impact.
There's no perfect way to measure the impact of a brand, company or investment fund, but transparent, high-quality data can help you make the most informed decisions possible. Ethos uses more than 180 credible metrics from non-corporate data sources, as well as data directly from corporations. We share the metrics and sources that make up every company and fund rating (you can see them on cause profiles or company profiles). We also believe in a continuous process to improve our ratings, and we are always seeking input from credible sources.
Financial well-being is also important.
Being smart with your money is also important. We believe you should have information to make sound purchase and investment decisions that support financial well-being as well as impact on the causes you care about. Along with a growing body of research, we also believe that positive impact on the environment and society can support strong investment performance. For example, out of more than 200 reviewed studies from academic research, industry reports, and newspaper articles, more than 80% demonstrated that prudent sustainability practices have a positive influence on investment performance.
Who we are

Ethos is a lean start-up, led by:

Luke is the founder and CEO of Ethos. He has led tech start-ups, social impact organizations, and strategy engagements for Fortune 500 companies. He is passionate about helping everyone participate in impact investing.

Madelin is co-founder and CEO of Tin Roof Collective, which is working with Ethos on growth strategy and product development. Madelin has a diverse background in product development and design, and brings additional experience as an artist and writer to help creatively build successful companies.

Matt is co-founder of Tin Roof Collective and has worked in early-stage tech for 25 years. He has deep experience helping early-stage companies create scalable business operations. Matt is focused on product engagement and customer success for Ethos.