Lead generation on Ethos is oriented around your firm-branded Impact Assessment.

An Impact Assessment is designed to capture a lead or client's impact preferences and begin a conversation around aligning their portfolio with their values. For leads it also captures contact information (name, email, and optionally phone and AUM).

There are several options for customizing your Impact Assessment, which you can set under Impact Assessment > Preferences.

When a lead or client takes an Impact Assessment, they start by picking the big causes they care about. Ethos uses 10 cause categories that align with the UN Sustainable Development Goals: Climate Action, Gender Equality, Health and Well-Being, Inclusive Economies, Innovation, Life on Earth, Peace and Justice, Quality Education, Sustainable Resource Use, and Water and Sanitation:

After a client selects the big categories they care about, Ethos will take them through several more steps designed to get input from them on the causes they care most about.

We use client input in their assessment to create weighted-average ratings of all stocks and funds on Ethos. Causes they say are more important receive greater weight in their personalized ratings, and vice versa.

You have access to personalized company and fund ratings for every client in your account under Research > Companies and Research > Funds. To see client-specific ratings (weighted for the client's causes), select the client from the "Client" filter on the left-hand side.

Likewise we also use the client's input to rate their portfolio and help you show them their impact on the specific mix of causes they care about.

When a lead completes your assessment, you receive an email notification and the lead appears in your account on Ethos.