Most individuals are open to impact investing and are willing to invest around $120 billion. There are three main segments of impact investors with different motivations such as ensuring safety of principal, addressing causes they care about, and investing in organizations with a track record of success. The top barriers for investors relate to the newness of the sector, including a lack of awareness, information on track records, and ways to access impact investing opportunities. Moving forward will require increasing information and infrastructure, addressing barriers faced by financial advisors as the most important channel for individuals, and developing impact investment products tailored to different investor segments.