Jonathan Greenblatt, CEO of the Anti-Defamation League (ADL), marked a historic moment at the New York Stock Exchange by ringing the closing bell, coinciding with the launch of the organization’s new Exchange-Traded Fund, TOV. The event represented Greenblatt’s first appearance on the NYSE trading floor and underscored a broader effort to confront the sharp rise in antisemitism through financial markets and shareholder engagement.
Greenblatt described the moment as deeply meaningful, noting that entering the capital markets in this way was something he never imagined just a few years ago. The launch of the TOV ETF reflects a strategic expansion of the ADL’s mission, using investment capital as a tool to promote accountability and social responsibility. The fund is designed to support Jewish-owned businesses that have faced targeting from movements such as BDS and to appeal to investors who seek to align capital with values-driven action.
The initiative highlights a growing role for activism within financial markets. Over the past two years, the ADL has engaged in hundreds of proxy votes and actively opposed anti-Israel shareholder resolutions. Greenblatt emphasized that the organization’s goal is to transform investors into advocates by leveraging collective shareholder influence. This approach reflects a broader shift toward values-based investing, where financial participation is paired with civic responsibility and social impact.
Greenblatt addressed the broader context driving the launch, describing the current climate as a “complicated moment” for the Jewish community. He pointed to a surge in antisemitic incidents worldwide, including violent attacks during Hanukkah celebrations and rising threats in major cities. Against this backdrop, the ADL’s mission to confront hate both online and offline has taken on heightened urgency. Greenblatt stressed the importance of confronting hostility directly rather than retreating, encouraging communities to remain visible and engaged.
The discussion also highlighted increased reliance on organizations like the ADL as incidents of hate escalate. Greenblatt acknowledged that the past year has been especially challenging but emphasized the importance of standing firm. Individuals and institutions, he said, are increasingly turning to the ADL for protection, education, and advocacy during a period of profound uncertainty.
Hanukkah emerged as a central theme during the conversation, symbolizing endurance and resilience. Greenblatt reflected on the holiday’s historical meaning and its relevance today, noting that the menorah represents persistence through adversity. By marking this milestone at the NYSE during Hanukkah, the ADL sought to reinforce a message of strength and continuity in the face of rising intolerance.
Looking ahead, Greenblatt outlined the organization’s priorities, including expanding partnerships across communities and advancing tools to counter hate more effectively. He highlighted the role of generative AI in monitoring and combating online hate speech, pointing to the intersection of technology and advocacy as a critical frontier. These efforts demonstrate how emerging technologies can support social impact initiatives while aligning with broader trends in responsible investing.
The launch of the TOV ETF represents a significant evolution in the ADL’s strategy, extending its influence beyond advocacy into financial markets. Rather than focusing solely on returns, the ETF aims to harness shareholder power to challenge hate and promote accountability within corporate governance.
Greenblatt’s appearance at the New York Stock Exchange underscores the growing role of capital markets in advancing social causes. The TOV ETF serves as a model for how investment tools can be deployed in support of tolerance and inclusion, reinforcing the idea that economic participation and social responsibility are increasingly intertwined.