Socially responsible investment (SRI) and Islamic finance share significant common ground. Both spheres of investment demand the businesses chosen for investment are socially useful, not detrimental to humanity, and compliant with humanitarian ethics. SEDCO Capital has incorporated the Sharia-compliant investment approach with its responsible investment strategy and created the concept of prudent ethical investing (PEI). At the heart of PEI lie the environmental, social and governance criteria (ESG) that are integrated into financial analyses. SEDCO Capital is not only Sharia-compliant but also evaluates ESG aspects as part of its investment process. PEI is merging these two forces to embrace a more sustainable economic development model that is expected to attract non-Muslim SRI investors into the Islamic finance market.