Background: In today's society, there is more pressure to be sustainable and not least in the financial world. Several agreements, such as the Paris Agreement, have been created to steer countries towards more sustainability. When it comes to the economy, several SRI strategies have been developed to serve the same purpose. However, the problem that emerges is that investors who invest sustainably and use these strategies can lose returns and thus depart from their main goal of maximizing profits.

Purpose: The purpose of this paper is to examine how SRI strategies are used by investors when constructing their portfolios in terms of profit maximization. The paper will thus conclude if the underlying motivation behind the choice of strategy is affected by maximizing profit.

Method and implementation: By conducting a qualitative study and interviewing several fund managers at the largest banks and fund companies in Sweden, the authors aim to answer the research question. The answers provided by the respondents are presented and analyzed in the empirical section and linked to the study's theory.

Conclusion: In this study, there is clearly shown that by investing, according to SRI, a professional investor is still able to profit maximize. The authors, therefore, see that the new way of being rational as an investor is to include SRI strategies. The relationship with being both sustainable and profit-maximizing can be seen as a significant motivating factor. The same can be said about reduced ESG risk and creating legitimacy towards customers. Furthermore, a combination of strategies can be seen as a way to create an optimal portfolio by the investors. This further proves that sustainable investing is the most rational way of investing and a way to achieve an investors main goal to profit maximize.