International attention to opportunities in the blue economy is growing. But this increased attention is marked by diverse underlying assumptions and by inadequate attention to the important trade-offs and risks these investments often entail. The purpose of this paper is: (i) to offer a coherent framing to ensure that investments pursued under the blue economy banner are consistent with the GEF’s mandate and targeted to contribute to system transformation in GEF-8 and beyond; and (ii) to suggest possible priorities for investment within the categories of a) governance and policies; b) financial leverage; c) innovation and learning; and d) multi-stakeholder dialogue.