How to understand the marriage between accumulation and conservation? The paper draws from extensive research into one value chain, from the advisor in New York City to a wildlife‐friendly cattle business in Kenya. Making this enterprise return in money requires intimate and relentless efforts to transform wasteful conduct across a range of institutions and people; we focus on the attempted production of NGO economicus, homo economicus plus, and bos Taurus economicus. Drawing from feminist and postcolonial theorists of capitalism, we emphasise how green capitalist value production does not always hinge on extinguishing other‐than‐capitalist‐social relations but rather attempts to mobilise and harness such differences, including non‐profit‐seeking values, logics and relations. The paper concludes by reflecting on the temporal challenges facing for‐profit conservation finance, including those posed by previous regimes of accumulation that it relies on but also wants to overcome.