Greener, a ‘cleantech’ company and B Corp that helps direct shoppers towards more sustainable brands, has announced it has raised $4M in a seed funding round led by NAB Ventures with participation by RealVC.

Greener works with both sides of retail, simplifying the decision making process for consumers by helping them identify the most sustainable brands, and offsetting emissions for both retailers and shoppers. It says that 300g of CO2 is attached to every dollar spent, which is a driver towards its mission to “turn every dollar we spend carbon-neutral and help end climate change.”

So far, Greener claims that businesses on its platform saw upwards of 10 per cent customer growth, with the platform reportedly helping shoppers reduce the emissions of their purchases by 23 per cent. This is significant for the startup, given 88 per cent of consumers want businesses to help them be more sustainable.

Tom Ferrier, Founder of Greener, said the investment raise will help Greener to continue these results while simplifying the sometimes complex world of sustainability.

“Sustainability can be complicated, and the more you learn the more difficult it gets. But it doesn’t have to be. That’s why we’re focused on simple solutions that are underpinned by a positive message of hope,” Ferrier said.

“By rewarding greener businesses with new customers, and helping consumers take action at no cost, we can drive unprecedented impact. If everyone got behind the Green Economy just here in Australia, we could help take the equivalent of 58 million cars off the road each year.”

Todd Forest, Managing Director at NAB Ventures said: “We all have a part to play in climate action and NAB certainly recognises our role.

“We’re continuously looking at ways we can support our customers and colleagues to take action to reduce their carbon footprint and we think Greener’s product has great potential.

“Greener is an excellent fit for NAB Ventures and we look forward to working with them and exploring further opportunities together.”

Paul Saunders, Investment Partner at RealVC (a seed and pre-seed investment platform that focuses on ‘disruptive technologies) echoes Forest’s perspective.

“At RealVC, we invest in startups led by purpose, and we’re particularly excited about backing Aussie businesses that are driving sustainability,” Saunders said.

“Greener’s simple yet innovative business model presents an opportunity to drive real change by putting people and businesses at the centre of the climate solution and making greener choices tangible. We look forward to supporting Greener as they roll out their game-changing offering and turbocharge the Green Economy.”

Greener’s existing supporters include Phil Vernon, former CEO of the Australian Ethical fund and super. Greener has also worked with the City of Sydney and the Australian Retailers Association to help speed the journey towards net zero.

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