(Bloomberg) -- It began as idle chatter between two employees in their 20s exploring the intersection of lucre and idealism. Both had read about the practice of investing in companies that seek to do good and still make a profit.

At the time, four years ago, so-called impact investing was still pretty new and the employees, Zaneta Koplewicz and Robert Morris, noted that their company, BlackRock, the world’s largest money manager, had nothing like it. They also noted something else: people like them -- well-educated millennials -- were deeply attracted to it. If it was becoming more viable, there was a market niche to be filled.

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