YourStake founders believe advisors are missing 80% of the client demand for ESG investing. : A common issue with ESG funds among financial advisors is the one-size-fits-all approach; portfolios are built around an asset managers' choice of metrics, not the client's concerns. A startup wants to make it easier for advisors to tell the story of ESG investing based on the client's values. YourStake was launched in November 2019 by two former Yale students active in the school's fossil fuel divestment efforts.