Most individuals are open to impact investing and are willing to invest around $120 billion. There are three main segments of impact investors with different motivations such as ensuring safety of principal, addressing causes they care about, and investing in organizations with a track record of success. The top barriers for investors relate to the newness of the sector, including a lack of awareness, information on track records, and ways to access impact investing opportunities. Moving forward will require increasing information and infrastructure, addressing barriers faced by financial advisors as the most important channel for individuals, and developing impact investment products tailored to different investor segments.

1. 4 Topics, 8 Minutes Interest and Demand for Impact Investments among Individuals What Individual Investors Want in Impact Investments What is Holding Investors Back from Getting into Impact Investing Where We Go from Here

2. 1. Most individuals are open to impact investing, and are willing to invest ~$120B Most Individuals Open $120B of Demand; Half <$25k Not interested: 13% Interested: 48% Not Yet Sure: 40%

3. 2. People aren’t homogenous; we found 3 major segments of investors with different motivations Safety First Socially Focused Quality Organization Top Five Drivers of Interest Guarantees Principal Back Addresses Cause I Care About Track Record of Success Solid Business Model/Business Plan Well Known & Reputable Company

4. 3. Top 5 barriers for investors relate to the newness of the sector, and are consistent across segments

6. Low awareness among individuals (and among advisors)

7. Need information on track record; need to be able to find and access

8. Basic needs consistent across all types of investors

9. The financial advisor

10. Most important channel for individuals

11. Have barriers related to information, awareness, product, infrastructure

12. Need to understand (and address) the barriers and challenges FAs face

13. Product

14. Lack of products that fit key investor needs

15. Available for individuals and advisors

16. Tailored by investor segment