How OWL is Making ESG Data Actually Useful

Walk us through your childhood… what moments help shape you into the founder you are today?

Reflecting on his formative years, Ben Webster credits his father with instilling in him a strong sense of independent thinking. “I was never told what to think,” he shares, explaining how his parents always encouraged him to form his own beliefs and question his ideas. “It was always about asking, ‘Is it evidence-based? Does it reflect what you’ve seen in the world?’” This freedom to explore, combined with the gentle guidance of his father, taught Ben to learn quickly and adapt his thinking as he grew. He adds, “I became a free thinker by default and had to learn through trial and error. That’s helped me become an expert in new areas much faster than others might.”

Ben also has a twin brother, which added a unique dynamic to his early life. Growing up alongside a twin brought both camaraderie and a natural sense of competition. “Having someone there with you makes you see the world in a slightly different way,” he says with a smile. These experiences shaped Ben’s curiosity and adaptability—traits that have served him well as an entrepreneur.

What inspired you and your partner to start an ESG-focused ETF company?

Ben’s journey to creating a company centered on ESG (Environmental, Social, and Governance) investment wasn’t linear but came from a deep-rooted desire to blend his financial expertise with a positive impact on the world. “I wanted to marry my background in capital markets with making a difference for people and the planet,” he recalls. Before OWL, Ben’s work in capital markets had him analyzing asset managers, understanding what set top performers apart. Yet he felt that something was missing—that there was more he could contribute beyond financial returns.

Initially, Ben and his partner started as an ETF company, but they quickly saw a larger opportunity within ESG data itself. “We realized the data and analytics behind ESG could be so much better. It was like a lightbulb moment,” Ben says. Moving beyond ETFs allowed them to directly tackle the challenges in ESG data, such as transparency and accuracy, which have become the core of OWL’s mission today.

How did your backgrounds in physics and finance shape your approach to ESG?

How did your backgrounds in physics and finance shape your approach to ESG?Both Ben and his partner brought complementary skill sets—his background in physics paired with his partner’s expertise in finance. This unusual combination gave them a unique edge, especially when it came to understanding ESG’s nuanced, often subjective nature. Ben notes that topics like ESG can be divisive, with strong opinions on both sides of issues like GMOs. “We wanted to provide transparent data that would allow users to make their own decisions without judgment,” he explains. “Our goal was to give people the information they needed to make choices aligned with their own values.”

Their technical skills also allowed OWL to tackle ESG data challenges with a scientific mindset. They focused on using data science and AI to create accurate, objective ESG solutions that could hold up against the scrutiny of larger competitors. “We knew that technology would be our edge,” Ben says. “Our AI-driven approach lets us produce high-quality data without the massive costs our competitors face.” This emphasis on tech has kept OWL agile and innovative in an industry often limited by traditional methods.

What have been some major milestones for OWL?

Looking back, Ben pinpoints a few key milestones that have defined OWL’s journey. The first big breakthrough was their launch of an aggregation-based ESG product. “We didn’t have the capital to gather our own ESG data in mass, so we got creative. We aggregated scores from third-party providers to create something objective and scalable,” Ben explains. This product helped OWL make a name for itself in the industry, proving that they could compete with larger players.

Another significant milestone came in 2022, when OWL introduced an AI-powered ESG solution. This launch took OWL’s offerings to the next level, allowing them to generate substantial revenue and reach new clients. “That was a huge step for us,” Ben recalls. “It wasn’t just a new product—it validated our approach and gave us a real foothold in the ESG space.” Today, OWL continues to build on this success, expanding beyond ESG and into other areas of investment research, an expansion that was planned from the early days of the company.

What’s been one of the biggest challenges you’ve faced as a founder?

For Ben, one of the biggest lessons has been the importance of staying lean and focused, especially in the early stages of product development. “It’s easy to overbuild, especially when you’re passionate about an idea,” he admits. “We learned to keep things simple until there’s market validation.” This approach has been essential for OWL, helping them avoid costly missteps and stay agile in a rapidly changing industry.

Ben stresses the importance of listening closely to end-users and refining products based on real-world feedback. “We try to avoid over-engineering by keeping a close eye on user needs and focusing on solutions that address real problems.” This lesson has been invaluable, helping OWL remain efficient and adaptable even as they grow.

What’s a common misconception about ESG?

A common misconception Ben encounters is that ESG is purely ethical and doesn’t impact business operations. However, he points to real-world examples, like Nike’s shift to reduce factory waste, as proof that ESG can significantly improve efficiency. “It’s not just about feeling good—ESG can have real operational benefits,” he explains. For Ben, ESG data isn’t just about social responsibility; it’s a way to uncover insights that can give companies a competitive edge. “When done right, ESG becomes a strategic asset,” he adds.

What keeps you up at night as a founder?

Ben’s primary concern as a founder is his team and the environment he’s creating for them. While OWL is still a smaller company, he’s always thinking about how to support his employees and empower them with the autonomy they need to succeed. “We’re a small team, so I end up being involved in more details than I’d like,” he admits. He’s looking forward to the day when OWL has the resources to allow him to fully empower his team members, giving them the freedom to lead their own projects. “As we grow, I want to make sure that our culture stays intact, with the same sense of ownership and responsibility that we have now,” Ben says.

If you had to start over, what would you do differently?

Reflecting on OWL’s journey, Ben says he would have sought out more funding early on to accelerate their AI initiatives. “We could’ve been a year or two ahead,” he notes, acknowledging that having more resources could have propelled OWL forward even faster. However, he’s also proud of the company’s steady, organic growth. “Working within constraints has kept us disciplined and focused,” Ben adds. This approach has given OWL a strong foundation that aligns with their long-term vision.

A piece of advice for Gen Z?

Ben’s advice to Gen Z is grounded in realism: “There are no shortcuts,” he says. In his view, success requires putting in the hours, embracing the grind, and learning from challenges. “The people who make it big without putting in the work are rare,” he explains. He encourages young people to see the journey as part of the reward, adding that “the pain and effort you put in are what make the end goal worthwhile.”

Is there a quote or source of inspiration that guides you?

For Ben, inspiration doesn’t come from any single quote but rather from the ongoing process of growth and improvement. “It sounds cheesy, but each day is a chance to get better—not just for myself, but for the people I care about,” he reflects. To him, success is about progress, both personally and professionally. “The ability to be creative and keep learning—that’s what drives me,” Ben says. This commitment to continuous improvement keeps him motivated as he navigates the challenges of entrepreneurship, always striving to be a better leader, partner, and friend.