Most investors assume an ESG rating tells them how sustainable a company is. It doesn’t. An ESG rating measures the financial risk environmental, social, and governance factors pose to the company — not the company’s actual impact on people and the planet.

That distinction sits at the center of this episode of SRI360. I’m joined by Samantha Duncan, Founder and CEO of Net Purpose, a data platform now supporting clients managing approximately twenty trillion dollars in assets and built to measure what ESG ratings don't.

Samantha's story starts at Goldman Sachs, where she worked on healthcare M&A through the 2008 financial crisis, watching transactions that changed the cost of pathology and shut down rural medical centres get evaluated on one metric and one metric only: earnings per share. Reading about Muhammad Yunus and the Grameen Bank at the height of that disconnect was the thing that finally pulled her toward the door — and in 2009 she resigned and moved to Trujillo, Peru, to run a microfinance program for a children's NGO — an experience that taught her, counterintuitively, that charging the women she worked with commercial interest rates was more empowering than giving them aid on charitable terms.

From there she joined LeapFrog Investments as Head of Impact, building one of the industry’s first rigorous frameworks for measuring social and financial performance together. It was there, buried in spreadsheets manually extracting numbers from PDFs, that she hit what she now calls “Excel hell” — the realization that the industry lacked the data infrastructure to make its sustainability commitments real. That realization became Net Purpose, founded in 2019 to do for sustainability data what Bloomberg and FactSet did for financial data.

In this episode we discuss:

• Why ESG ratings measure financial risk to the company, not the company's impact on the world

• How Net Purpose calculates the percentage of a company's revenue that is genuinely sustainable

• What it means that only 16% of a global index is truly sustainable — and why the other 84% is a financial risk problem, not just a moral one

• The October 2025 acquisition of the SDI Asset Owner Platform, co-founded by APG, PGGM, AustralianSuper, and BCI

• Why sustainability, impact, and ESG still need clearer shared definitions

• What it will take for impact measurement to become as mainstream as profit

Featured guest:

• Samantha Duncan, Founder and CEO of Net Purpose

Listen Next:

• Tamer El-Raghy — Acumen ARAF: Investing for Impact in Frontier Markets: https://sri360.com/podcast/tamer-el-raghy/?utm_source=episode&utm_medium=audio&utm_campaign=136

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