Plum started out as a fintech startup designed to help users manage their finances and save money, but its newest feature offers an ethical investments option that allows users to fund virtuous companies or moral technology. This feature falls under Plum's theme-based investing concept which allows people to invest in pre-constructed portfolios such as "Tech," "Emerging Markets" and "Ethical Companies." These options were constructed by Plum as a means of appealing to its Millennial-heavy user base, in particular the options surrounding technology and ethical investments.
The ethical investments option is perhaps the most interesting option in the new feature as it employs Plum's low-cost investment options. Currently, the platform allows users to invest as little as £1, but this amount is spent on something with an ethical implication.
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