We continue to see a strong move towards enabling investors to be more discerning of where they put their money. Similarly to how health conscious foodies became intent in knowing what was in their food, a new generation of investors are now demanding that funds and investment companies disclose further information on the virtues, or lack of , of the companies in their portfolios. The trend in itself is not new, for decades investors have been able to decide whether to finance companies aligned with their values, which saw many steering clear from things like weapons, or tobacco.  This time is different though, as the push is accelerating by concerns for climate change, and newly devised standards relating to social issues and governance. We had an opportunity to sit down with Alvar Lumberg, a veteran in the Estonian startup scene, who in his latest move is acting as CTO and late Co-founder of Grünfin, a company that is enabling investors to put their money where their heart is. Listen to how Grünfin not only provides clarity and further options for values based investing, but is also working to nudge organisations into adopting more environmental, social and governance aligned practices.  Whichever side of the isle you stand on ESG ratings, it’s undeniable that simplicity and transparency will become the hallmark of a new generation of finance solutions to come.