Financial advisors often find themselves navigating a complex landscape of client needs and market opportunities. One area that’s gaining increasing traction, yet remains underserved, is Jewish values investing. While many advisors may have limited information on these options, advisors generally recognize that client interest is on the rise.
A recent poll from VettaFi revealed that over a quarter of respondents (27%) have had at least one client proactively inquire about aligning their investments with Jewish values or supporting Israel. Remarkably, roughly 10% reported interest from more than two clients. This isn’t just a fleeting trend; an additional 37.30% of advisors anticipate future interest, even if they haven’t experienced it yet, according to Purpose & Portfolio: Aligning Client Portfolios with Jewish Values (date: June 23, 2025; sample size: 126 respondents).
“It has become clear from speaking to so many [financial advisors] and working closely with our partners at VettaFi, that advisors have limited information when it comes to Jewish values investment options,” Ari Hoffnung, managing director of JLens, said during the webcast.
Many advisors are unfamiliar with how clients can align portfolios with Jewish values or access the necessary investment tools. With the diverse needs of clients, finding the time to delve into niche areas can be a significant challenge.
Investment Option Aligned With 3 Pillars of Jewish Values
One innovative option available to clients is an advocacy-driven investment approach focused on three core Jewish values. These include combating antisemitism and hate, supporting Israel, and tikkun olam (repairing the world). The JLens 500 Jewish Advocacy U.S. ETF (TOV ) focuses on promoting Jewish values through shareholder advocacy and is the first Jewish values ETF available to U.S. investors.
The TOV ETF is passive, offering a risk and return profile similar to other large-cap U.S. equity vehicles. Its top constituents are familiar names, ensuring a recognizable and comfortable investment experience for clients.
What truly distinguishes this approach is its advocacy-driven investment process.
“We like to say that we’re passive from a risk and return perspective, but we’re passionate when it comes to shareholder advocacy,” Hoffnung said.
The process begins by evaluating the largest 500 U.S. public companies, screening out those with business activities that do not align with Jewish values. However, the screens are deliberately narrow. The belief is in own-and-advocate. That is because maintaining ownership in companies like Alphabet or Meta allows for a voice in promoting change, according to Hoffnung. This results in a portfolio that largely mirrors the broader market, with a focus on engagement rather than complete divestment.
Companies are then scored based on Jewish value scorecards. This framework has an influence on portfolio weighting, where companies with higher scores receive slightly higher allocations after market-cap weightings. Those with room for improvement are slightly underweighted. It’s important to note that most are held neutral. Therefore, weightings do not typically vary significantly from other large-cap domestic ETFs, according to Hoffnung.
Finally, advocacy is the most important differentiator for the TOV ETF. Investors in the Fund can expect a similar risk and return profile to other large-cap index funds, but with the added benefit that their investments actively promote Jewish values through shareholder advocacy.
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VettaFi.com is owned by VettaFi LLC (“VettaFi”). VettaFi is the index provider for TOV, for which it receives an index licensing fee. However, TOV is not issued, sponsored, endorsed, or sold by VettaFi. The Fund has no obligation or liability in connection with the issuance, administration, marketing, or trading of TOV.
