The younger generations are attaching less and less wealth to the traditional physical property like cars or houses. We can already see a trend of investing becoming a more realistic way to accumulate wealth. At the same time, the traditional “profits-first” investing is challenged by a more impact-driven mindset. Social, environmental and economically sustainable companies are already outperforming the more traditional ones. However, existing investment platforms often lack user-friendly interfaces and tools that cater specifically to sustainable investment needs. How would a beginner-friendly investment service that emphasises sustainable investments look like? As we know, the best time to start investing was yesterday, so how can the service educate a young investor while enabling a smooth start? How should the service be branded and how should it look like to be appealing to the younger generations?