- link Copy Url - [ Share on twitter ](https://twitter.com/intent/tweet?text=Why a Perpetual Purpose Trust Model Works for Sustainable Investing Firms https://www.3blmedia.com/markdownify/node/1311581?absolute=1&via=3blnews "link to 3 B L Media's Twitter") - [ Share on linkedin ](https://www.linkedin.com/shareArticle?mini=true&url=https://www.3blmedia.com/markdownify/node/1311581?absolute=1 "link to 3 B L Media's Linkedin") - [ Share on facebook ](https://www.facebook.com/sharer/sharer.php?u=https://www.3blmedia.com/markdownify/node/1311581?absolute=1 "link to 3 B L Media's Facebook") - [ email Share via email ](mailto:?subject=Why a Perpetual Purpose Trust Model Works for Sustainable Investing Firms&body=ESG News from GreenMoney Journal https://www.3blmedia.com/markdownify/node/1311581?absolute=1 "Share via email") [Sustainable Finance & Socially Responsible Investment](/CSR-News/sustainable-finance-socially-responsible-investment) # Why a Perpetual Purpose Trust Model Works for Sustainable Investing Firms Apr 15, 2026 11:50 AM ET ![Natural Investments team](/sites/default/files/styles/carousel_2x/public/images/MA-26-issue-Feat-Article-3-Top-image.jpg) ![Natural Investments logo](/sites/default/files/styles/carousel_2x/public/images/NI-Site-Image-1024x576.png) ![Natural Investments team](/sites/default/files/styles/carousel_thumbnail_x2/public/images/MA-26-issue-Feat-Article-3-Top-image.jpg?h=10d202d3) ![Natural Investments logo](/sites/default/files/styles/carousel_thumbnail_x2/public/images/NI-Site-Image-1024x576.png?h=c12e0b96) by Carrie VanWinkle, CFP and Sylvia Panek, financial advisor at Natural Investments Two years ago, Natural Investments became the first U.S. financial advisory firm to convert into a Perpetual Purpose Trust. This was more than a legal milestone — it was an ethics-driven decision about leadership, equity, and mission in an industry struggling to align growth with values. A Perpetual Purpose Trust (PPT) is a non-charitable, irrevocable trust created to steward a business in service of a clearly defined purpose. In our case, the newly formed Natural Investments Purpose Trust purchased the firm from six senior advisors who had owned the business under a traditional partnership model. From that moment forward, the company ceased to be something that could be bought and sold on the open market. Instead, it became permanently held in trust for its mission. For a firm focused on sustainable, responsible investing, this mattered. ​We hired legal and financial consultants to help us navigate the complexities of creating the trust, rewriting our bylaws, and restructuring governance. Internally, a cross-functional governance committee worked for months to shape the trust agreement and operating framework. Sylvia served on the governance committee, while Carrie was elected to the first Trust Steward Committee — the leadership body of the new trust — and each of us has come to appreciate just how much time, emotional labor, and organizational commitment this transition truly requires. It has been demanding work. It has also been some of the most meaningful leadership work of our careers. **Read their full article here** - ======= [![](/sites/default/files/Clients/GreenMoney-30thLogo.png)](/profiles/greenmoney-journal) ### More from GreenMoney Journal ###### [Guiding Customers on Their Net Zero Banking Path](/news/guiding-customers-their-net-zero-banking-path) Apr 13, 2026 10:00 AM ET ###### [Sheconomy: What Happens When Women’s Financial Power Shapes the Economy ](/news/sheconomy-what-happens-when-womens-financial-power-shapes-the-economy) Mar 23, 2026 10:00 AM ET ###### [How the Cuban Missile Crisis Sparked a Career in Sustainable Investing: A Conversation With Cheryl Smith](/news/how-cuban-missile-crisis-sparked-career-sustainable-investing-conversation-cheryl-smith) Mar 18, 2026 1:30 PM ET ###### [Powering the Future: Investing in Grid Infrastructure](/news/powering-future-investing-grid-infrastructure) Feb 26, 2026 8:00 AM ET ###### [A Wealth of Uncertainty: Climate Change and Our Financial Well-Being](/news/wealth-uncertainty-climate-change-and-our-financial-well-being) Feb 24, 2026 10:00 AM ET ###### [A Just and Sustainable Built Environment ](/news/just-and-sustainable-built-environment) Feb 11, 2026 8:00 AM ET ###### [Mixed-Use: Green Housing and Social Enterprise](/news/mixed-use-green-housing-and-social-enterprise) Feb 9, 2026 10:00 AM ET ###### [Leading Trends in Sustainable Investing ](/news/leading-sustainable-investing) Jan 14, 2026 12:40 PM ET