Our Story
17 Asset Management (17 AM) was founded as an asset management development shop, serving as a platform dedicated to advancing impact investing through research, consulting, and field building. Over the years, from advising non-profit organizations, development institutions, institutional investors, and corporations, to designing frameworks that shaped how capital could be aligned with systemic solutions, 17 AM established itself as a trusted partner at the intersection of finance and impact.
From this foundation, we launched two dedicated entities:
Intentional Asset Management (DBA of Intentional Funds LLC), a boutique investment advisory firm that combines institutional rigor, human-centered design, and integrated wealth servicing, and
17 Intentional Investment Institute, a non-profit initiative focused on research, education, and market development.
Together, IAM and 17 III represent the next chapter in 17 AM’s evolution: a platform that not only develops ideas but also puts them into practice, deploying intentional capital to accelerate systems change while delivering durable value to investors.
TIMELINE
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John Morris, as Co-Founder of Intentional Media, together with Co-Founder & Chairman Bob Caruso, arranged the purchase of SOCAP, in which Intentional Media became the managing partner.
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John Morris, under SOCAP, launched a 2-year Initiative to educate investors on embedding impact into their portfolios called the Good Capital Project.
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UNDP hires Good Capital Project to design the Jordan SDG Opportunity Fund. This contract leads to the launch of 17 AM.
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17 AM started its operations in 2019 as an asset management consulting firm, focusing on research, measurement, field building, training, product design, and capital mobilization.
17 AM launched the 17 Sustainable Investing Fellowship program and offered its proprietary Populate Wall Street curriculum as part of its training, which now has over 300 alumni.
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17 AM designed and launched a Jordan SDG Opportunity Fund for UNDP.
17 AM helped secure $10 million in innovative financing for Crown Agents London to serve humanitarian health needs in Syria and Africa.
17 AM developed a partnership and business development strategy and helped secure $1.5 million in fundraising for Better Shelter.
17 AM began research and development for 17 SDG US-listed equity portfolios.
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17 AM launched the Reparations Finance Lab as a non-profit.
17 AM designed the Philadelphia Impact Real Estate Fund for The Growth Collective, targeting investments in deals from African-American Developers.
17 AM developed an impact measurement and management strategy for Rosseau (a pioneer in immersion cooling technology solutions) and helped secure investment into their Seed round.
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17 AM developed a Pittsburgh Riverside Equitable Entrepreneurs Facility (REEF) for RCI, targeting under-resourced businesses in the built environment.
17 AM founded Intentional Funds LLC and launched and seeded 17 SDG US-listed equity portfolios.
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17 AM began research and development for 7 thematic US-listed equity portfolios based on learnings from the SDG portfolios
17 AM developed 6 SDG Indices, one for each of the following SDGs: 2, 3, 6, 7, 9, and 13. These were developed in partnership with Syntax Data.
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17 AM developed a go-to-market strategy for Agrisets, a new marketing place for regenerative agriculture-focused carbon credits in the US.
17 AM launches and begins operations of two entities:
Intentional Asset Management (IAM) (a DBA of Intentional Funds LLC) is a boutique investment advisory firm that combines institutional investment rigor, human-centered design thinking, and integrated wealth servicing to help clients achieve not just financial success but a life aligned with intention.
IAM launched the Caribbean Food Systems Growth Fund (CaribGROW Fund).
IAM closed its first deal in the Caribbean for warehousing under our forthcoming CaribGROW Fund.
IAM launched five U.S.-listed public equity strategies, with the plan for launching these strategies as actively-managed models as the firm develops.
17 Intentional Investment Institute (17 III) - A non-profit for field building and market building activities that will host the fellowship program and do research and consulting work to make the impact investing space more accessible and better.
17 III launched the Africa Investment Initiative.
17 III launched the Peace Tech Initiative.
Reach Out
Wherever you stand along the investing continuum, our asset management, consulting, and research experts can equip you with the tools, frameworks, and connections to become leading pioneers within your respective spheres of influence.
Meet the Team
Our team is deeply committed to rigor, accountability, and authenticity in creating intentional and responsible capital markets. Our team has deep expertise across industries, geographies, and disciplines, supplemented by our advisory board’s tremendous experience and deep commitment to guiding the next generation of leaders in financial innovation and investment management.