Pre-Seed26 October 2020

Compare Ethics secures £441k in pre-seed funding led by Ascension Ventures to expand its verification technology.

The London startup will scale its business-to-business product offering to meet rising demand from ethical consumers.

£442KPre-Seed

Compare Ethics operates a sustainability platform that connects conscious consumers with verified sustainable products. The London enterprise aims to eradicate greenwashing by providing data-driven product verification for retailers and brands.

Compare Ethics has secured £441.7k in pre-seed funding to expand its business-to-business product offering and combat greenwashing in the retail sector. The financing round was led by Ascension Ventures, with participation from Mariana Capital, The London Fashion Fund, The Fund, Innvotec, and several angel investors.

The London-based startup works with nearly 50 brands and plans to direct the new capital toward the development of technology products that assist retailers in substantiating sustainability claims. The raise arrives as consumer scrutiny over environmental marketing intensifies amid shifting regulatory requirements and post-pandemic market conditions.

Founders Abbie Morris and James Omisakin established the platform to bring transparency to retail supply chains. The company intends to scale its verification infrastructure as demand for traceable and ethically produced goods continues to accelerate.

From the founder

"This raise confirms that now is the time for businesses to transition and contribute to sustainable and ethical economies."

James Omisakin

Co-founder at Compare Ethics

Investor perspective

"Ascension is a keen investor in tech-for- good businesses. We are convinced that Compare Ethics will make a material difference to the way in which brands, retailers and members of the supply chain consider sustainability efforts and investments."