All Investments


Invest in social or environmental impact investments through an easy to use platform with low minimums.

Impact investing has historically been accredited investor territory, but the JOBS Act opened the doors to everyone in 2012. Under these new rules, Regulation A+ and Regulation CF enable private companies to raise up to $75 million and $5 million, respectively, from non-accredited investors. And broker-dealers like JUSTLY Markets, LLC are bringing private impact investments to everyone.

Let's take a closer look at who's behind JUSTLY, how the platform works, and why you might want to consider it.

Who is JUSTLY?

JUSTLY Markets LLC is a subsidiary of Ideanomics – a NASDAQ-listed organization (IDEX) working to accelerate the commercial adoption of electric vehicles. After a series of acquisitions, Ideanomics decided to build on its vision of making the world a better place, by launching JUSTLY Markets, an impact broker dealer. JUSTLY offers retail, accredited, and institutional investors access to Private equity via Crowdfunding, Regulation A+ and Regulation D, for investors who are interested in investing in solutions that address environmental, social, and governance (ESG) needs right here, right now!

Unlike some crowdfunding platforms, JUSTLY is a FINRA and SEC-registered broker-dealer, meaning it's directly held to a high regulatory standard to ensure 1) that companies raising money on the platform are truthful and transparent about their businesses and the risks involved in investing and 2) that all investors are treated fairly and honestly. JUSTLY also offers traditional Investment banking services.


Fidelity veteran Paul Karrlsson-Willis was appointed as CEO of the new entity in late 2021. Before joining, he helped build Fidelity's global equity business in the UK and Fidelity Capital Markets in the US. Mr. Karrlsson-Willis has established a team of security industry veterans, of which six focus solely on Investment banking services, raising over half a billion dollars in their careers so far. 

How JUSTLY works

JUSTLY offers a combination of Regulation A, Regulation CF, and Regulation D offerings for companies that make an impact, such as women & minority-run businesses or environmentally sustainable solutions. And, for all these companies, JUSTLY pledges to donate 10% of its net revenue to a non-profit organization which is making an impact now!

Also, JUSTLY has recently launched a secondary market for both buyers and sellers of private equity, offering investors an opportunity to buy into deals that they might have previously missed.  

The goal is to provide access to a wide range of investments that resonate with investors, whether they require high-level service as accredited investors or an educational experience as a non-accredited, crowdfunding investor.  Non-accredited investors can choose from Regulation A and Regulation CF offerings. These offerings might include equities, preferred equities, debt, hybrid, or callable securities, providing investors with various solutions.  

All deals are available on the JUSTLY platform,  Accredited deals can be discussed by phone call or via email with a member of JUSTLY’s Investments/Capital markets team, and crowdfunding investors can learn more and invest directly online.

Why invest in JUSTLY?

JUSTLY makes it possible for anyone to invest in early-stage to late-stage companies making an impact. Rather than supporting a single renewable energy project, investors can support startups capable of producing more significant and potentially more impactful changes to the renewable energy space – or other areas of social or governance impact.

Of course, there are a risks that investors should keep in mind a few of which include:

  • Liquidity – Investors cannot resell securities purchased in a crowdfunding transaction for one year unless they meet certain conditions. And even after that period, there is very little liquidity in the private equity markets. However, JUSTLY is starting to address that need with its secondary market offering that will be launched in the Fall of 2022. 

  • Dilution – Successful startups typically finance their operations through several financing rounds. As a result, early-stage investors often experience dilution in their equity. The hope is that growth will outpace that dilution to create value.

  • Risk – Startups are inherently riskier than many public equities, given their limited track record and lack of profitability. As a result, investors should only invest money they're comfortable with losing in early-stage startups as part of a diversified portfolio.

The bottom line

JUSTLY Markets LLC is a broker-dealer, and a member of FINRA and SIPC,  that offers a variety of impact investments to accredited and non-accredited investors. While not every offering is an impact offering, the firm donates 10% of its net revenue to governance-related non-profits, meaning all its deals produce some impact. As a result, it’s an excellent option for impact investors to consider adding to their portfolios.

Discover More Ways to Make an Impact

Sign up for our High Yield Impact newsletter for weekly ideas and strategies in your inbox.

Leave a Review

Your Name

Jul 14, 2024

Learn More

Visit Website

Overall Rating

0out of 5 stars

0 Reviews

Asset Class


Impact Focus

Small Business


crowdfunding equity


  • Invest in a range of Reg A, Reg CF, and Reg D offerings.
  • 10% of net revenues go toward non-profits that are making an impact now.