Amasia is a venture capital fund built around the thesis that "behavior change at scale" is the most important lever for fighting climate change, organizing investments into five behavior-focused themes rather than standard climate sectors, and focusing exclusively on software or software-enabled companies that drive digitally mediated behavior and systems change. The fund has co-developed a highly structured impact assessment framework specifically for early-stage venture while publicly positioning itself as contrarian to mainstream ESG practices, criticizing them as "box-checking exercises" and instead focusing on lean, company-beneficial measurement that avoids burdening early-stage teams.