The phrase “What would Jesus do?” emerged in American consciousness during the 1990s as motto for many Christians seeking to regularly reflect on how the moral teachings of Jesus could be reflected in their daily lives. Whether one participates in organized religion or not, the idea of finding a mechanism that calls us to step outside of our personal situation to view things from a different, morally-grounded perspective can have many benefits especially for values-driven investors.

Each financial seed we plant in each and every field we choose, is only destined for success if all the criteria in the divine mandate has been met. Good seed in good soil and people of integrity managing the process. Unethical practices, policies or products erode human dignity and moral enterprise. Placing little value on honesty and ethics creates a morally hazardous field and a harvest of unsustainability. Is faith and trust a commodity to be traded? I don’t believe so.

With the rising number of “responsible” funds in the early 90s, there wasn’t really an option for Christian conservatives to invest without compromising their beliefs, in life and family values. In 1994, under Art Ally’s leadership, the Timothy Plan unveiled its fund aimed at evangelical Christians. Secular investment firms weren’t thrilled by the arrival of Timothy Plan’s Biblically Responsible Investments, but investors were, and today there are over a dozen successful BRI-based mutual funds with billions in assets.