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For most countries, though, several of these reasons come together: “It has to do with a complex of reasons why it still has not taken off in the US and UK. It takes a lot of investment financially, but also in terms of research. And you really need the commitment of a lead organization – people in that organization that dedicate a lot of their time to such an initiative.” Van Hees says that even though there were organizations interested in setting up a Fair Finance Guide in the US and UK, there was hesitation: “They were getting cold feet from interacting with the big financial sector.”