Case Study: A Practical, Action-Led ESG Strategy for Exceed Capital
Background
Exceed Capital is an investment manager with a clear and simple purpose: collective wealth creation. As the business moved into a new phase of growth, the leadership team sought to galvanise its Environmental, Social and Governance (ESG) position into their investment approach, not as a marketing exercise, but as a meaningful part of delivering long-term value to their investors, communities, and assets.
The brief
Exceed Capital wasn’t looking for a glossy ESG brochure. They wanted something grounded, scalable, and action-driven. A plan that was aligned with how they already operated: commercially sensible, people-oriented, and transparent. The team knew they were already doing some great things, especially around community engagement, adaptive reuse and emissions reduction, but they hadn’t yet captured, structured or communicated this work under a formal ESG lens.
The approach
JasonZaf Advisory was engaged to support Exceed’s development of an inaugural ESG action plan, designed to be clear, achievable, and directly linked to commercial outcomes. The work started by sitting down with key leaders to understand their goals, values, and growth plans. The process was deeply collaborative and practical.
“We’re in a really exciting transition phase,” said Eliza Bennett, General Manager.
“We’re growing, broadening our investor base and portfolio, and we knew ESG needed to be part of how we do business, not an add-on. What we loved about this process was that it wasn’t about box-ticking. It was about being real, and building something that fits us.”
To ensure the plan was fit-for-purpose, we also benchmarked against similar property funds and highlighted areas where Exceed already led the way, especially in sustainability-focused asset reuse, emissions reduction and local community partnerships.
Deliverables
The engagement resulted in a suite of practical tools:
A clear and authentic ESG Policy
A staged and action-focused ESG Action Plan
A simple “plan on a page” reporting framework to guide reviews and communicate progress
Each part was built to align with Exceed’s existing business operations, investor priorities, and project pipeline.
Justin Clarke, Director and co-founder, reflected:
“We’ve always just wanted to do good, run a tight operation, and leave things better than we found them. Turns out, we were already doing a lot of great stuff, we just weren’t measuring or talking about it. This gave the team the confidence to own it and keep building.”
This foundational work gives Exceed Capital a clear runway to embed ESG into every part of its operations, without losing its pragmatic edge. It helps tell their story more clearly to investors, tenants, and communities, while backing it with action. As Exceed enters its next phase of growth, ESG isn’t a side story, it will become part of the strategy.