GOODFOLIO

Idea

Introduction

GOODFOLIO is a new ethical investment platform empowering everyday investors to build and manage custom portfolios that align with their values.

Our mission is to increase the flow of capital into sustainable industries and socially responsible companies. We aim to do this by making ethical investing simple, personalised, and transparent.

Although 77% of people with over £25k in investable assets would choose sustainable investments, only 13% have already done so.

We aggregate social and environmental data, analyse and curate investment options, and listen to what ethical investors want.

Starting with Stocks and Shares ISAs, our soon to be launched investment platform will provide the tools and resources needed for investors to be in control.

The ability to choose priorities, risk appetite, and goals will create custom portfolios that work for profit, for people, and for the planet.

Tangible impact metrics and intuitive reporting will allow users to invest consciously with confidence.

Substantial accomplishments to date

Developed and validated the concept through collaboration with hundreds of survey and user interview participants.

Built a waiting list consisting of over 100+ engaged future beta users with average assets of £90k (excluding pensions and property).

Brought onboard Investment Research Lead with industry experience in equity research and portfolio management.

Sourced, aggregated, mapped, curated, and built an impact analytics framework and proof of concept with S&P environmental data to offer investment impact analytics to users.

Brought onboard Chief Impact Officer with experience in impact measurement, human development, philanthropy, fundraising, social entrepreneurship and academia.

Assembled a diverse, and engaged advisory board (who have since become investors) with extended leadership experience in finance and technology.

Received partnership offers from multiple regulatory host companies, custodian solutions, and data providers.

Created a clickable prototype of the investment dashboard and started iterating and testing with our waiting list community for usability.

Signed letter of intent with a UK charitable trust to use GOODFOLIO for management of $1m+ in investable assets once regulated and launched.

Prepared for soft launch to the waitlist in coming months, with technology already in build and testing mode.

Monetisation strategy

Our business model today is straightforward: we charge a low, fair, transparent all-in fee of 0.45% for the first £50,000, and 0.35% for anything above. There are no trading fees, transaction fees, or hidden commissions.

As an independent platform, we only generate revenue from the value we provide to our users.

We aim to grow our offering from Stocks and Shares ISA to Self Invested Personal Pensions (SIPPs) to increase the total amount of assets managed via GOODFOLIO.

After proving our value to individual investors via their ISAs and SIPPs, and validating the scalability of the approach to HNWIs and small charitable trusts, we expect to partner with Independent Financial Advisors, Wealth Managers, and Pension Providers, using them as our next distribution channels on our journey to make ethical investing the norm.

Use of proceeds

We expect campaign success to allow us to launch and onboard the first group from our waiting list.

By doing so, we expect to become a revenue-generating company with active clients, and to create significant shareholder value for our crowdfunding investors.

50% will be invested in our team, engineering, and development. We will grow our engineering and analytics resources to continually build and test new features for our users in line with their feedback, as well as to expand our financial product offering.

25% will be invested in the production and operation costs of launching with a regulatory hosting partner, custodian/trading infrastructure, insurance, and paid data feeds.

15% will be invested in user experience and marketing, including design, testing, and market research. We expect to increase our marketing spend proportionally to revenue growth.

10% will be invested in outsourcing and miscellaneous expenses. including legal, accounting, SaaS memberships, and buffers.