Advisors late to the impact investing game may have missed their chance -- there’s now a digital platform for that.

Silicon Valley-based Motif Investing is introducing Motif Impact, a values-oriented digital investing solution.

Environmental, social and corporate-governance oriented indexes have been proliferating in recent years, so perhaps it was only a matter of time before a robot followed suit. Just don’t call Motif’s service a robo-advisor, says Hardeep Walia, Motif founder and CEO.

“There’s no such thing, a robo-advisor is not really offering advice,” says Walia. “I don’t think any digital tool gives you advice today. We view this as automated investing -- we give you the tools, we give you the model. We want to offer convenience for those who want to understand their investments, change the market assumptions, change the asset allocation model or change the glide assumptions.”

Motif Impact allows users to select from different “motifs,” or thematic baskets of up to 30 different stocks and ETFs, to target an impact of their choice.

Walia, a former Microsoft executive, founded Motif as a broker-dealer and thematic investing platform to allow users to trade motifs, which can include fractional shares of stocks and ETFs, at a flat price of $9.95, and to trade an individual security within their motifs for $4.95. Users can select from a lineup of more than 150 professionally constructed motifs, create their own motif, or purchase one of more than 300,000 community-made Motifs designed by other users.

Motif Impact will use the platform’s digital investing solution to help users determine their risk tolerance, allocate to investments and set a glide path. Trading to rebalance user accounts occurs at no cost, and subscribers can replace investments within their motifs without incurring commissions or fees.

Walia argues that impact investing will be a persistent trend, noting its popularity among women, high-net-worth investors and younger generations.

“Since the 2016 elections, people are very concerned about their values,” says Walia. “These are no longer private conversations over the dinner table, they’re having out-loud, public conversations about their values and they’re becoming more worried about how their dollars are allocated.”

To support the service’s launch, Motif conducted a survey of 825 U.S. investors from Jan. 21 to Jan. 29, 2017, to gauge their investment mindset and views on impact investing.

While the vast majority of respondents, 83 percent, indicated that their personal values were at least somewhat important to them when making investment decisions, 64 percent of the respondents did not have a clear understanding of what they were invested in.

When Motif asked if respondents would change their investments if they were not aligned with their personal values, 68 percent said yes. Almost three-fifths of the respondents, 57 percent, answered that they would be angry or extremely angry if they found that their investments were misaligned with their personal values.

“We saw an opportunity to give people more complete transparency and give them the information they need to make sure that what’s in their portfolios is aligned with their values,” Walia says.

Motif Impact’s investment options are fully transparent, similar to impact-oriented ETFs like State Street’s SHE or Etho Capital’s ETHO. However, unlike ETFs, motifs are also completely customizable at the investor or advisor level.

Motif Impact includes three motifs designed via a partnership with MSCI ESG Research: Sustainable Planet, Fair Labor and Good Corporate Behavior, each targeting different areas of the impact investing universe.

“You can then build an asset allocation model to help you reach your goals,” Walia says. “We allow you to fix your values within the account, take out stocks that are inconsistent with those values and replace them with others.”

The new service, launched on Tuesday, is available for a flat subscription price of $9.95 per month. For users already on Motif Blue, the firm’s financially oriented digital advice provider, access to Motif Impact will come with no additional cost. However, if a Motif Impact user’s account underperforms due to its values filter the first month, the company will reimburse them for their fees, says Walia.

Walla says that Motif Impact is aimed towards Motif’s institutional business, Motif Advisor, as well.

“Our advisors can offer this product on their own; this is a complement to their advice,” says Walia. “Some advisors may not be ready for an automated impact investment platform. We notice that they take a long time to make technology decisions, but we didn’t want to wait around. Moving forward, we’re going to take this inspiration on values and create institutional products.”