Sustainable investing adoption within advisory firms often begins with internal conversations.
Many discussions about sustainable investing focus on how advisors explain the topic to clients. In practice, some of the earliest questions arise from colleagues within the firm.
Partners, analysts, or other members of the investment team may have questions about performance, costs, or whether sustainable investing belongs in client portfolios at all.
Vert explored these internal dynamics in the webinar “Breaking Through Your Colleagues’ Resistance to Sustainable Investing,” featuring Sarah Adams, Sam Adams, and Judy McNary, former Head of Responsible Investing at Mercer Advisors.
The discussion highlighted practical ways advisors can build understanding and support thoughtful adoption within their teams.
Why Internal Resistance Happens
In many firms, conversations around sustainable investing reflect a range of perspectives and questions.
Common topics may include:
✔️ How performance compares with traditional investments.
✔️ Clarifying terms such as ESG, SRI, and sustainable investing.
✔️ How sustainability considerations fit alongside financial outcomes.
Many of these perspectives were formed years ago, when sustainable investing options were more limited, and fees were higher.
Today, the landscape has evolved significantly. A growing number of investment strategies integrate sustainability considerations while maintaining competitive performance and diversified portfolio construction.
Education Can Change the Conversation
One of the most effective ways to move internal discussions forward is through education.
During her time at Mercer Advisors, Judy McNary developed educational webinars and discussions to help advisors better understand sustainable investment strategies and how they could fit within existing client portfolios.
Examples and data often help advisors update their understanding. Performance comparisons, portfolio examples, and case studies can demonstrate how sustainable investing has developed into a more established part of the investment landscape.
Education also creates space for advisors to ask questions and explore the topic without pressure.
The Role of an Internal Champion
In larger organizations, adoption often benefits from an internal advocate who helps guide the conversation.
This person does not need to persuade everyone immediately. Instead, they help build awareness, share resources, and create opportunities for discussion.
Over time, these efforts can help teams explore how sustainable investing fits within their broader investment philosophy.
Many firms find that adoption grows gradually as colleagues become more familiar and confident with the approach.
Listening Is Essential
Another key takeaway from the discussion is the importance of listening.
Different advisors may approach the topic from different perspectives. Some may have technical questions about implementation, while others may want to better understand how sustainable investing relates to risk management and long-term performance.
Listening first keeps conversations focused on shared priorities such as portfolio construction, client goals, and long-term investment outcomes.
Watch the Webinar Replay
To hear the full discussion and additional insights from Judy McNary’s experience leading responsible investing programs, watch the replay of “Breaking Through Your Colleagues’ Resistance to Sustainable Investing” on Vert Funds.
Vert Asset Management is a registered investment adviser focusing on sustainable real estate investment that helps financial advisors build resilient, future-ready portfolios. We connect institutional-quality investments with the long-term goals of clients, focusing on both financial soundness and sustainability.
Investors should consult their investment professional prior to making an investment decision.
