The Silent Demand for Faith-Based Investing

A Growing but Silent Demand

Consider this: Christians collectively hold an estimated $22.4 trillion in public market investments. That’s nearly half of all stock, bond and mutual fund investments in the U.S.¹

Even more compelling? 88% of committed Christians say they want to align their investments with their values.²

Now imagine the impact if even a portion of that $22.4 trillion were directed toward investments that reflect Christian principles. The ripple effects could transform individual lives, communities and even our entire culture.

Yet, in 2024, assets invested in faith-based vehicles just crossed the $100 billion mark for the first time.³ While that’s a significant figure, it represents less than 0.5% of Christians’ total investment assets.

This gap reveals a massive, silent demand — an untapped opportunity that could reshape the marketplace and elevate your advisory practice.

A Failure to Engage

So, why aren’t more Christian investors using faith-based investing solutions?

Unfortunately, it often comes down to their financial advisors.

Despite the opportunity, nine out of 10 financial advisors don’t discuss faith-based investing with their clients. When it is brought up, the client usually initiates the conversation.⁴ Whether due to a lack of awareness or discomfort on the advisor’s part, this hesitation represents a missed opportunity to connect with what matters most to many clients: their faith.

Failure to engage with your clients about faith-based investing is not just a missed opportunity — it’s a potential loss to your practice. Nearly 62% of investors say they’d consider switching advisors to find someone who offers values-aligned investment options.²

If you’re not helping your clients align their faith with their finances, someone else might. Or worse — they may try to go it alone. In fact, eight out of 10 faith-based investors choose to invest independently,⁴ missing out on your professional guidance that could help them make more informed, impactful decisions.

An Opportunity to Serve

Today’s investing landscape is more complex than ever, and the old “set it and forget it” approach no longer applies.

Investors are actively seeking guidance, and they trust their advisors. Nine out of 10 investors say they trust their financial advisors as much as they trust themselves when it comes to financial decisions. That’s more than they trust their family (74%) or close friends (62%).⁵ This trust creates a powerful opportunity to shepherd Christian investors in aligning their faith with their financial goals.

Starting the Conversation

What do your Christian clients want? To reach their financial goals and live out their faith in Christ. But do they realize good stewardship extends beyond giving to churches, missions or charities? Do they know that faith-based investing can help them honor God with their wealth and that you can guide them through it?

A discovery conversation is your chance to uncover what truly motivates your clients. It’s about more than just financial data; it’s about understanding their values. Simple questions can open the door to meaningful conversations.

Consider adding this question to your intake form for new clients: “Are there any religious, political or philosophical beliefs that shape how you think about investing?” For existing clients, it might be as easy as asking, “Have you ever heard of faith-based investing?”

Benefits to Your Clients

When clients align their investments with their faith, the impact goes far beyond financial returns. Faith-based investing can open the door to a more meaningful approach to investing for both you and your clients. Here are just a few of the potential benefits:

1. Deeper sense of purpose: Faith-based investing can bring a sense of fulfillment and intentionality to clients’ investment strategies.
2. Meaningful societal impact: By aligning their investments with their faith, clients can potentially contribute to positive change in the world and make a difference beyond financial returns.
3. Stronger advisor-client connection: You built your practice to serve people. When clients see that you understand and support their values, trust is strengthened, and the relationship is deepened, allowing you to serve them better.

GuideStone^® Wants to Serve You

At GuideStone Funds^®, our vision is a world transformed by Christian investing. We’re here to equip Christian financial advisors with faith-based investment solutions that multiply Kingdom impact. Our legacy of faith-based investing stretches over 50 years. We work with thousands of advisors nationwide to provide faith-based investing solutions to their clients.

Contact an advisor consultant today for more resources to help build your faith-based investing business with GuideStone Funds.

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