BMO Global Asset Management has launched a tool to help investors define their goals when they want to invest using ESG standards, the global money management firm announced Monday.

Investors have a variety of reasons for wanting to—or not wanting to—adhere to environmental, social and good governance standards. The new tool, MyESG, delineates those differences to help investors accomplish their ESG goals, BMO (Bank of Montreal) said in a statement. It is designed to help advisors talk with clients about their ESG preferences.

MyESG was launched in conjunction with the release of a BMO Global Asset Management survey that canvassed high-net-worth investors about their views on ESG investing. The survey included 2,020 investors in the United States and Canada between the ages 30 to 75 who have household income of at least $150,000 and a net worth of at least $1 million. Based on the results, BMO classifies ESG investors into one of four groups.

One group, which BMO called “motivated,” combines beliefs with investment decisions. This group is open to numerous ESG-related options and feels strongly about shareholder activism.

A second group, which BMO called “ready,” sees value in ESG investing but tends to separates investment choices from personal beliefs. There is an opportunity here for advisors to educate these investors on how their beliefs can be used to guide their investing, BMO said.

Another group, which BMO called “pragmatic,” approaches ESG from a portfolio perspective and puts financial goals over values. Advisors can show them where ESG investments fit their investing profiles and their appetite for risk and returns.

The last group, which BMO called “skeptical,” is not interested in ESG investing. Any ESG investments that members of this group might make need to show solid risk-adjusted return potential. For this group, advisors can start discussions with investors citing examples of where ESG considerations impacted a company’s performance, BMO said.

“When it comes to ESG investing, there is not a one-size-fits-all conversation for advisors and investors,” Kristi Mitchem, CEO of BMO Global Asset Management, said in a statement. “By using these personas, we are looking to deepen the conversation and close the gap between ESG beliefs and investing habits.”

BMO said the MyESG.com tool can help define the type of client the advisor is working with, and that the tool is not meant to be an investing guide by itself and should be used in conjunction with advice from a professional.

The survey also showed 72% of participants strongly agree that companies can have both a positive impact on the world and make a profit. Fifty-six percent said they plan to ask their advisors about ESG investing during the upcoming year.

High-net-worth individuals are more likely to believe it is possible to measure the positive or negative impact that a company can have on the world, and almost all said shareholder voting can be a powerful way to influence companies to improve sustainability and fair practices over the long term.

The tool can be found at http://bmo.com/myesg.