There’s this old idea that you have to choose between doing good in the world and doing well financially—but that’s not the case. At Plenty, we believe you can build wealth and invest in the things you care about. This approach, known as values-based investing, makes it easier for couples to align their money with their beliefs, which is pretty powerful when you think about it.

The idea behind values-based investing is simple: your portfolio should reflect what matters to you. Whether that’s sustainability, diversity, or social justice, investing in line with your values helps you make a positive impact with every dollar you put to work.

Why values-based investing is perfect for couples

When both partners feel connected to where their money is going, it makes managing investments together more rewarding. It’s not just about returns—it’s about knowing that your money is supporting companies and causes you both believe in. Plus, values-based investing can open the door for meaningful conversations about what matters most to you as a couple, from environmental sustainability to gender equality.

Doing good doesn’t mean sacrificing returns

One of the biggest myths about values-based investing is that it’s less profitable. The truth? There are plenty of sustainable and socially responsible companies delivering competitive returns. In fact, companies that prioritize environmental, social, and governance (ESG) factors are often better positioned to manage risks and perform well over the long term.

With Plenty’s investment tools, you don’t have to choose between building wealth and making a difference. You can invest in companies that align with your values while staying on track toward your financial goals.

How to align your investments with your values

Getting started with values-based investing is easier than you might think. First, identify the causes or industries that matter most to you. Are you passionate about climate change? Do you want to support companies that champion diversity and inclusion? Once you’ve defined your priorities, you can start building a portfolio that reflects them.

At Plenty, we make this process simple by offering direct indexing and other tools that let you customize your investments. You can also toggle between “yours” and “ours” views, making it easy to stay aligned on both joint and personal accounts.

Building a better future—together

The beauty of values-based investing is that it’s not just about the future you’re building for yourselves—it’s about the world you’re helping to shape along the way. Investing together becomes more meaningful when you know your money is making an impact beyond your bottom line.

Plenty believes you shouldn’t have to choose between doing well and doing good. With the right tools, you can have both—and grow closer as a couple while you’re at it.

Protecting your values-based investments with a prenup

We love that you’re passionate about values-based investing, and as you build a portfolio that reflects your shared beliefs, you may want to consider adding another layer of protection: a prenuptial agreement.

A prenup can support your values-based investment strategy by safeguarding your ethical investments in any scenario–divorce or death. You’ve done all the hard work of carefully selecting which investments align with your values, and now make sure they are protected! With HelloPrenup, you can select what to do with investments (keep them separate or not) and feel comforted in the fact that your financial future (and values) are secured!

You are writing your life story. Get on the same page with a prenup. For love that lasts a lifetime, preparation is key. Safeguard your shared tomorrows, starting today.

Start your prenup

Emily Luk

Emily Luk, CPA, CA, CFA. Emily is the CEO and co-founder of Plenty. Started by a husband and wife team, Plenty is a wealth platform built for modern couples to invest and plan towards their future, together. Previously, she was VP of Strategy and Operations at Even (acquired by Walmart/One) as they scaled to support millions of individuals and move billions of dollars. Before that, she was a founding team member of Stripe’s Growth and Finance & Strategy teams. She began her career as a VC, and was one of the youngest nationally to complete both her CPA and CFA designations.

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