Betty-Anne Howard, a financial advisor with Independent Planning Group Inc. in Kingston, Ont., is committed to socially responsible investing — and so are her clients.

By focusing on a community-minded market niche and by being active in related organizations, Howard is able to generate a healthy flow of new business through referrals.

“New clients come almost entirely through word of mouth from existing clients,” she says.

Howard also meets potential clients through her listing in the directory of the Social Investment Organization (www.socialinvestment.ca), of which she is a professional member.

Howard acknowledges that her commitment to SRI means she’s not the ideal choice of financial advisor for everyone. But her philosophy makes her more appealing to those clients and prospective clients who share her values.

Says Howard: “I know people are looking for people like me.”

— PATRICIA CHISHOLM