Your money, your priorities

You make countless decisions about your money every day — some are small, others life‑shaping. But how often do you take a step back and ask: “Are my financial choices aligned with what truly matters to me?”

“Financial planning isn’t just about figures — it’s about purpose. When you connect your money to what matters most in your life, you give your money meaning and power.”
— Ursula Boorman, Managing Director, Direct Advisers

Understanding your priorities can help you make more confident decisions, reduce stress, and build a life that reflects your values — not just your balance sheet.

Four out of five respondents to a 2024 survey wanted their investments to have a positive impact in the world.ⁱ

The survey, by the Responsible Investment Association Australasia (RIAA), found 79 per cent of investors would be more likely to invest in funds or products that have been independently verified as responsible or ethical. Animal cruelty was a top concern for 66 per cent, followed by human rights abuses – 60 per cent, gambling – 56 per cent, companies that don’t paid their fair share of tax – 55 per cent, as well as tobacco, weapons and firearms all at 55 per cent.ⁱⁱ

This growing interest in responsible investment saw assets under management in Australian funds rise 24 per cent to more than $1.6 trillion in 2024.ⁱⁱⁱ

Meanwhile, a 2025 survey of 3,500 high net worth Australian investors found that sustainable investing is gaining traction as long as appropriate returns, clear risk and return profiles, and transparent performance reporting are in place.^iv

Adding value

Aligning your investments with your values isn’t about changing the way you invest, it’s about adding an extra layer of meaning to the process and shaping your portfolio to reflect what’s important to you.

For some, that might mean supporting companies that innovate responsibly or treat employees well. For others, it could mean avoiding industries that don’t align with their principles. There’s no single ‘right’ approach because your values are unique to you.

And here’s the reassuring part: investing with your values doesn’t mean sacrificing returns. Many businesses that operate with strong governance and long-term strategies have shown to perform competitively over time. So, you can pursue financial growth while feeling confident that your money is working in ways that matter to you.

In fact, the RIAA noted in 2024 a ten-year return on RIAA-certified products of 13.9 per cent, compared with 9.19 per cent for the rest of the market (Australian share funds).^v

Of course, fundamental investment rules apply. Diversification is one of the keys to successful values-based investing. But it’s not about limiting your choices, it’s about finding the right mix of investments that meet both your financial and personal criteria.

A well-constructed portfolio can include companies across different sectors that align with your principles while still delivering strong performance. This approach ensures you’re not only investing with purpose but also managing risk effectively.

Taking the first step

Turning this idea into reality can be complex. Investors’ priorities are different, and the investment universe is vast. That’s where a financial adviser adds value.

At Direct Advisers, we believe financial advice should always start with you, your dreams, your values, and your priorities. Money shouldn’t be something you simply manage; it should be something that actively supports the life you want to live.

If you’re unsure whether your current financial strategy truly reflects your priorities, now is a great time to take stock. A conversation can help you: