The new RIA said it is designed to let clients execute investments that follow a range of specific personal values, be they religious, political or follow some other code.

Niche Investment Partners, a fintech private equity house, has put in an undisclosed seven-figure sum into Demand Wealth, a specialist wealth management platform enabling clients to put money to work in ways that fit with their political, religious and ethical views.

Demand Wealth is a registered investment advisor.

“Investing in companies with shared values is one of the most under-utilized tools for change held by the public. Demand Wealth reminds clients that powerful corporations are built on the investments of average Americans. Investing money in places you believe deserve your support reflects the backbone that America has at her core,” the firm said in a statement about its business model.  

"Clients are demanding more from their wealth managers. They want greater customization of their portfolio without compromising the service they have become accustomed to at larger traditional firms", Wade Ellison, chief operating officer at Demand Wealth, said.