GreenLeaf Capital

The Challenge

GreenLeaf is a sustainable investing platform — index funds with verified ESG screening. They were launching with eleven funds and $340m AUM committed at launch, and needed a public site that could explain “how do I know your ESG screening is real?” to a sceptical audience.

The Solution

We led with the methodology. The first thing visitors read is the screening process, with every step linked to the actual data source (CDP, MSCI, internal exclusions). Every fund page shows what’s in it, what’s been removed and why, and how that’s different from the benchmark.

The forest-green palette signals the category without leaning into “earth-friendly” greenwashing visuals. Photography is buildings and infrastructure, not forests.

What we shipped

• Public marketing site with eleven fund pages
• A methodology section that’s actually readable (not just a 40-page PDF)
• An investor sign-up flow with Yoti ID verification
• An admin for the GreenLeaf team to publish quarterly fund reports

Launch week: 1,800 verified investors, $340m AUM committed.