About Us

My Journey to Conscious Capital Advisors


Pursuing Excellence and Quality Craftsmanship in Investment Management

By Joseph Lu, CFA® | 1 MIN READ

Executive Summary

Conscious Capital Advisors was founded with the goal of prioritizing honesty, responsibility, and service to clients and society, and to reject the self-serving greed and ego often associated with the industry. By building a culture based on these values, Conscious Capital aims to change the industry for the better and leave a lasting legacy of integrity and excellence.


With a career spanning almost two decades in the investment industry, I have been passionately devoted to asset management, research, and learning from top-tier money managers. However, I believe that the industry has strayed from its core values, and now, more than ever, demands a transformation. 

In order to create the connection and integrity that I found missing in the industry, I founded Conscious Capital Advisors originally with no assets or clients. Before committing, I knew the odds of my success were about 1%. Nevertheless, I chose this daunting challenge, driven by a unique motivation – my ikigai.

Ikigai, a Japanese concept meaning "life value," is a framework to discover what brings meaning and fulfillment to one's life. Depicted as a Venn diagram comprising four circles – what one loves, excels at, what the world needs, and what one can be paid for – the intersection represents one's ikigai or unique purpose in life. Living one's ikigai is believed to lead to happiness, fulfillment, and well-being. Conscious Capital Advisors embodies my ikigai, my reason for being.

My mission bring the industry back to its original purpose – supporting individuals, families, and institutions achieve their financial goals and connecting capital to exceptional entrepreneurs. I invite you to join me in this mission. Together, we can reshape the industry, leaving a long lasting legacy of integrity and excellence. 

Let's be the change we want to see.


Joseph Lu, CFA® is the founder and a managing director of Conscious Capital Advisors. He is a portfolio manager and research analyst with 19+ years of investment research and decision making experience. He holds a bachelor’s degree from the University of California, Irvine in Information and Computer Science and is a CFA charterholder.


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