About Us

Effective Assets is committed to helping responsible investors use their capital to reach their financial goals while prioritizing social impact.

Pioneers in Impact


Effective Assets was founded with a single mission: to help investors reach their personal financial goals while effecting sustainable and socially responsible change in the world. Today, from our offices in Berkeley, CA and Michigan we serve clients from across the country, carrying on the important work started by our founders more than thirty years ago.

Our Team

Justin Martello

Justin Martello, CFP®

Principal Advisor, CERTIFIED FINANCIAL PLANNER™ practitioner

“Every investment has an impact. Ultimately, I want to help my clients secure a more prosperous and sustainable future for themselves, their families, people and the planet.” – Justin Martello

As a CERTIFIED FINANCIAL PLANNER™ professional and dedicated environmentalist, Justin Martello has always regarded socially responsible impact investing (SRI) as a way to help clients integrate their personal, social, and environmental values with their financial objectives. In addition to his specialty focus on SRI portfolio management, Justin’s expertise areas include values-based retirement, long-term care, and life planning. 

Justin holds a B.S. in Resource Ecology and Management from the University of Michigan, School of Natural Resources. He served as President and Board Treasurer of the Sustainable Business Alliance, a membership organization for companies committed to greater environmental and socially responsible business practices. In 2009, Justin helped organize a coalition of SRI managers and environmental NGOs with the goal of raising awareness around the dangers of hydraulic fracturing, or fracking, for natural gas. Today, the fossil fuel divestment movement has gained serious momentum, with over 700 institutions in 76 countries pledging to divest from fossil fuel companies.

In addition to advocating for the environmental issues he’s passionate about through the Sierra Club and other volunteer work, Justin is an avid cyclist, regularly participating in the 2-day Waves to Wine ride to raise money for people living with MS. He enjoys traveling and spending time outdoors camping and hiking with his wife and daughter.

Thuan Tran

Client Services

“It’s inspiring to work at a company where co-workers and clients are all concerned for each other’s well-being, the future, and the planet… not just profit.” – Thuan Tran

With 11 years as Office Manager at Effective Assets, and a total of seventeen years’ experience as an investment back office representative and customer service associate, Thuan Tran understands exactly how to keep the complex administrative processes associated with financial services on track and running smoothly.

With early professional experience at a traditional, profit-driven investment firm in San Francisco, Thuan is regularly moved by her work at Effective Assets, where ethical investing in sustainable companies and organizations that support disadvantaged communities, women and children are the norm. Outside of her work at the office, Thuan enjoys going on Bay Area adventures (weather permitting, of course) with her two children.

Lincoln Pain

Lincoln Pain

Founder & Advisory Board Member

“We are original thinkers; not members of the herd. We don’t fall prey to the common myths that dominate in the public investing sphere.” – Lincoln Pain

From his work in the 1960s as a civil rights and voting access organizer in Mississippi, to his anti-war activism during the Vietnam War, Lincoln Pain has long held that his career as a socially responsible financial planner and fiduciary was a logical extension of his lifelong human rights and environmental advocacy. Today, Lincoln continues his three-decades-long work in socially responsible impact investing (SRI) as an Effective Assets Advisory Board Member.

Lincoln received his BA in 1976 from San Francisco State University. Lincoln’s former clients have included national activist non-profits, national human rights organizations, educational charities, and various Union Locals. He has been on the Board of Directors of the national trade association for SRI professionals, the US SIF, and served as Chair of the Bay Area Social Investment Forum (BASIF). Lincoln is also a cofounder of the Shareholder Action Network (SAN), and was formerly a member of the Jewish Federation of the Greater East Bay committee on Community Development Investing.

Contact Us

To make an appointment for a consultation, or for more information on our services, please contact us via phone or email. We’d love to hear from you.

Effective Assets, Inc. is registered as an Investment Adviser with the U.S. Securities and Exchange Commission. Registration of an Investment Adviser does not imply any level of skill or training.

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