Individuals are taking control of their own investments and care who they support. Retail investors are now empowered to invest themselves, no longer reliant on financial advisors or mutual funds to create the portfolios they want. As individuals increasingly start their own portfolios, many are critical of who and what companies they support financially, aligning with firms that share their personal views. This is where Pebble Finance comes in. Pebble Finance is an investment and indexing fintech application that allows investors to support sustainable companies and divest from those that aren’t. In this episode, we chat with Justin Whitehead, the Co-Founder and CEO of Pebble Finance, about the role that Pebble serves in ESG investing. Justin informs us about the rise of the retail investor, trends he’s seeing in the marketplace, and how technology innovation is making it easier to invest in what matters. Tune in to learn about self-guided investing and conscious divestment. The Understory Podcast discusses innovation, insights, and the future of sustainability. It features innovators, industry experts, and diverse voices who make our world more sustainable. For more insights, please visit www.theunderstory.io.