NorthStar Shows Up Louder as Others Step Back

FOR IMMEDIATE RELEASE

NorthStar Shows Up Louder as Others Step Back

Boston Investment Firm Doubles Down on Activism with Bold Rebrand

Boston, MA — February 11, 2026 — NorthStar Asset Management, Inc., today announced the launch of its refreshed brand identity — a visual and narrative evolution that reflects the firm’s 35-year leadership in shareholder activism, social justice, and values-aligned investing. Throughout its history, NorthStar has used capital as a lever for change, challenging corporate practices and advancing human rights, environmental justice, and equitable governance.

The rebrand arrives amid a broader pullback from ESG and DEI commitments across corporate America. NorthStar views this not as a risk, but a responsibility. Rather than retreat, the firm is doubling down on its mission, reaffirming its belief that rigorous financial analysis and principled activism are not in conflict, but mutually reinforcing.

Founded by Julie Goodridge, lead plaintiff in the landmark case that secured marriage equality in Massachusetts, NorthStar is led by a diverse team of women, BIPOC, and LGBTQ+ individuals. The employee-owned, certified B Corporation partners with clients ready to leverage their wealth as a tool for redistribution and systemic change, managing portfolios that challenge corporate exploitation and redistribute power to communities on the frontlines of justice.

To date, the firm has filed over 250 proposals, creating public pressure and shareholder mandates that drive changes in corporate behavior and policies. In 2000, NorthStar filed its first shareholder proposal calling out Household International’s predatory lending practices in 2000, eight years before the 2008 financial crisis exposed these practices and forced Household International to pay $486 million in settlements.

Among NorthStar’s shareholder advocacy milestones:

• Developed PepsiCo’s first-of-its-kind Human Right to Water policy
• Secured equal domestic partner benefits for LGBTQ+ employees at FedEx before marriage equality became law
• Drafted Costco’s prison labor policy, now replicated across the industry
• Leading ongoing pressure on tech companies to address AI’s growing threat to the human right to water

Explore the refreshed brand and NorthStar’s approach to shareholder activism at northstarasset.com. Designed in partnership with Boston-based DoodleDo, the brand is unapologetically bold and direct, honoring NorthStar’s legacy while clearly signaling where the firm is headed next.

“This rebrand isn’t about reinvention. It’s about clarity,” said Julie Goodridge, Founder and CEO. “For decades, we’ve shown up in spaces where raising issues like voting rights, human rights, and corporate accountability weren’t always welcomed. When shareholder engagement is being challenged and silenced, our response is to be even more visible about who we are, what we stand for, and why this work matters.”

Goodridge continued, “At a time when social and environmental risks are being politicized, fiduciary duty hasn’t changed, ignoring material risk has never been responsible investing. Climate change affects portfolio returns. Labor practices affect operational risk. Political spending affects corporate reputation. These aren’t side issues. They’re fundamental to long-term value creation. We’ve never shied away from difficult conversations, and we’re not about to start now. This is who we’ve been for 35 years, and it’s who we’ll continue to be.”

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NorthStar Asset Management, Inc. is a wealth management firm based in Boston with a focus on socially responsible investing. Founded in 1990, NorthStar uses shareholder activism to drive corporate accountability while managing portfolios for individuals, families, and institutions. The firm is a certified B Corporation, employee-owned, and UN PRI Signatory.

Advisory services offered through NorthStar Asset Management, Inc., a registered investment adviser. Registration does not imply any level of skill or training. All investing involves risk, including the possible loss of principal. Additional information regarding NorthStar, including fees, expenses, and risks of investment, is contained in NorthStar’s disclosure documents and should be reviewed carefully and can be accessed via https://adviserinfo.sec.gov/

Photo Credits: Colin Lloyd/Unsplash; FG Trade/Getty Images

For more information, visit northstarasset.com or email investforchange@northstarasset.com

Brand identity and narrative designed and developed by DoodleDo Design Studio