Non-Woke Investment Brands
Browse 14 Investment brands rated on the BuyWokeFree woke index. 3 are rated Not Woke.
Where you park your retirement savings and brokerage dollars matters, because investment firms do more than hold your money — they vote proxies, set lending priorities, and direct corporate giving with it. Finance has been ground zero in the ESG and DEI fight: six of America's largest banks exited the UN-backed Net-Zero Banking Alliance between December 2024 and January 2025, an exodus that ultimately led the alliance to cease operations, as ESG Dive reported. The DEI pullback followed the same arc, with CNBC reporting in February 2025 that Citigroup ended its diversity hiring requirements amid a broader Wall Street retreat. Headline rollbacks, though, don't always tell you whether a firm's underlying commitments changed — which is why we score the receipts.
Our Woke-Free Investment Picks
Of the 14 investment brands on our index, only three earn woke-free status. Genesis Gold Group scores 1/100 — the lowest wokeness score in the category. Solid Rock Retirement Strategies scores 2/100, and Compass Advisors LLC scores 4/100. If keeping politics out of your portfolio is the goal, these three are where our research says to start.
High Scorers Worth Researching
At the other end of the index, JPMorgan Chase, Wells Fargo, and Citigroup each rate 100/100 on our scale — the maximum score we assign. A score alone doesn't make the decision for you, but values-first investors may want to research these institutions before opening or keeping accounts. Every brand below is scored on our six criteria: ESG initiatives, DEI programs, Pride sponsorships, HRC Corporate Equality Index rating, political donations, and the CEO Action pledge.
- Compass Advisors Llc — 4/100 Not Woke Compass Advisors LLC, based in metro Atlanta, provides fee-only investment advisory services. Led by Rob Moody, a CERTIFIED FINANCIAL PLANN…
- Genesis Gold Group — 1/100 Not Woke Genesis Gold Group provides faith-driven precious metals IRA service, assisting clients in expanding their investment portfolios with gold,…
- Solid Rock Retirement Strategies — 2/100 Not Woke Solid Rock Retirement Strategies is a Christ-centered investment Planner Located In Peoria, IL. They believe each customer is part of a goo…
- Prudential Financial — 48/100 Woke Prudential, a renowned financial services company, upholds core values including accountability, collaboration, customer focus, diversity a…
- Morgan Stanley — 54/100 Woke Morgan Stanley, a global financial services firm, provides investment banking, securities, wealth management, and investment management ser…
- Liberty Mutual Insurance Group — 69/100 Woke Established in 1912, Liberty Mutual is one of the largest property and casualty insurers globally. With a presence in 29 countries, it rank…
- Nationwide — 70/100 Woke Established in 1846, Nationwide Building Society is the UK's largest mutual financial institution, serving over 15 million members. Focusin…
- Bank of America — 75/100 Extremely Woke Bank of America aims to empower individuals, businesses, and communities with financial solutions. Their commitment to responsible growth i…
- Goldman Sachs Group — 80/100 Extremely Woke Goldman Sachs is a leading global investment banking, securities, and investment management firm. With a rich history dating back to 1869,…
- JPMorgan Chase — 100/100 Extremely Woke JPMorgan Chase is a leading global financial services firm offering a wide range of services, including banking, investment management, and…
- Assurant — 100/100 Extremely Woke Assurant is a global financial service company providing lifestyle and housing solutions and offers protection plans and services for mobil…
- Citigroup — 100/100 Extremely Woke Citi is a global bank uniquely positioned to navigate complexity with its vast network and expertise. With $4+ trillion in financial flows…
- Wells Fargo — 100/100 Extremely Woke Wells Fargo, a prominent financial services company. It highlights its dedication to serving customers, communities, and stakeholders while…
- AIG — 100/100 Extremely Woke AIG, founded in 1919, is a global insurance company providing a wide range of property, casualty, and life insurance products and services.…
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