Joining the cadre of Wall Street firms bent on reaping rewards from a burgeoning new area of sustainable investing, Merrill Lynch is rolling out a multi-asset class portfolio for its 14,000 financial advisors.

The portfolio is aimed at clients seeking to wage their investments for social and environmental purposes—a strategy called impact investing. Merrill says the new product offering stemmed from client demand.

“Clients are telling us they want their portfolios to reflect their values and help improve the world they live in. As their enthusiasm grows, we continue to offer new opportunities to meet this need. We have made impact investing a strategic priority and will bring clients innovative solutions that help them promote positive social change,” says Andy Sieg, head of Global Wealth and Retirement Solutions for Bank of America Merrill Lynch.

The portfolios seek to deliver market-rate returns as well as social rewards, such as environmental efficiency, or by supporting more ethical companies. Ethical companies typically embrace fair wages, gender equality, high labor standards and transparency in their financial reports.

To assist advisors in offering the impact investment products to clients, Merrill has devised a detailed reporting system of its own about the environmental, social and positive corporate governance aspects of certain companies. These reports include tools to help advisors compare investments to traditional benchmarks. The resources, according to Merrill, leverage the metrics and rankings provided by MSCI, an independent provider of research that is well-known for its global indices.

The new multi-class impact portfolios include mutual funds as well as exchange-traded funds.

JP Morgan, Credit Suisse, Morgan Stanley, Deutsche Bank and independent firms such as TriLinc Global are all fuddling with various iterations of impact investing platforms to offer financial advisors.

This is likely why: Assets under management for impact investments are projected over the next decade to grow from less than $100 billion today to more than half a trillion dollars, according to various research reports.