Founding President Luis Felipe Fernández-Salvador y Campodónico, the 6th Marquis of Lises, introduced the initiative alongside figures including actor Woody Harrelson and filmmaker Guillermo Navarro. The project moves beyond traditional conservation by positioning natural heritage as a strategic asset. The organization intends to pivot away from models that reward extraction, instead creating financial instruments that generate prosperity without requiring ecological destruction.

This strategy centers on a new Environmental Capitalism framework. While the initial phase remains limited to sovereign entities and institutional participants, the long-term goal involves integrating nature-linked assets into broader capital markets. By launching cultural platforms like Casa USA and Casa Hispánica, the institution aims to link national identity and history with this evolving economic model, providing a bridge between diplomatic influence and tangible investment.