Pax World Management blazed a trail in socially responsible investing (SRI) when it launched the financial industry’s first SRI mutual fund in 1971. On Wednesday, the company is breaking more new ground by rolling out the industry’s first family of environmental, social and governance (ESG) ETFs.

The idea is to capitalize on the growing popularity of ETFs, which has spread beyond institutional investors to envelop financial advisors who want them for their clients, and the fast-growing interest in sustainable investing principles, Pax World president and chief executive officer Joe Keefe said in a phone conversation.

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