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Norwegian cleantech startup nabs $15M in a round co-led by GenZero and Ashton Kutcher’s Sound Ventures

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Founded in 2017 and headquartered in Oslo, the CHOOOSE platform announces its closing of €15 million in a strategic capital round co-led by Singaporean decarbonisation-focused investment company GenZero and SOUNDWaves, the sustainability-focused vehicle of Sound Ventures founded by actor Ashton Kutcher and Guy Oseary. Amadeus IT Group and Contrarian VC also participated in this round along with the startup’s existing investors including Shell Ventures and Vinyl Capital among others. The startup delivers a software platform enabling enterprises to integrate climate action into their customer experiences.

The investments will go towards CHOOOSE’s growing list of climate solutions, which includes Sustainable Aviation Fuel (SAF), carbon removals, verified offsets, and more. This will help its climate solutions become more widespread and easily accessible for airlines, businesses, and consumers. It will also create more awareness of the environmental benefits of SAF and increase demand for the fuel so that it can be adopted on a larger scale in the aviation industry worldwide.

CHOOOSE has established a leading position in delivering a Software-as-a-Service (SaaS) platform that enables enterprises to build, manage, and report on customer-centric climate programs. Large enterprises in the aviation, travel, and logistics sectors partner with CHOOOSE to embed climate action wherever they interact with their consumer or corporate customers. With standard integrations, customer-friendly interfaces, automated CO2 emission calculations, and connected marketplaces of carbon solutions, enterprises build climate programs on CHOOOSE that empower their own customers to understand and act on the carbon footprint of products and services.

The funds raised will support CHOOOSE in expanding its platform to support new enterprise sectors and broaden the portfolio of both immediately available and frontier carbon solutions that are supported on the platform – which currently includes Sustainable Aviation Fuel (SAF), carbon removals and verified offsets. CHOOOSE works with leading aviation, travel and logistics enterprises such as Air Canada, Booking.com, British Airways, Clarksons, Trip.com, Iberia, SAP Concur, Southwest Airlines, Japan Airlines, Freightos and LATAM Cargo, among others. CHOOOSE also plans to expand its footprint across more geographies to provide greater accessibility and support to its increasingly international client base.

Andreas Slettvoll, CEO and Co-founder of CHOOOSE, said: “The need for climate action has never been greater. And now everywhere we look, we see individuals and organisations wanting to factor climate impact into their decision-making, and to support solutions. But getting started can seem daunting – we know software can make this easier by embedding awareness and access to climate solutions in the right places. This is why we’re building CHOOOSE. We are honored to have GenZero and SOUNDWaves lead this funding – both partners bring new technical competence and resources around climate and company building – and we cannot think of better partners in scaling the CHOOOSE platform and accelerating climate solutions.”


Frederick Teo, CEO of GenZero, said: “Many consumers and businesses are rightly concerned about their carbon footprint. This is especially true in the context of higher emission activities like air travel, but we see this rapidly becoming relevant in all sectors. To unlock these reductions, they need accessible, accurate emission information to decision on, and trusted ways of addressing the emissions that do happen. CHOOOSE’s deep familiarity with sectors such as aviation and travel allows them to seamlessly embed robust and accurate emissions calculations and carbon mitigation solutions, including high-quality carbon offsets and SAF, within its user-friendly interface. This provides added assurance that consumers and businesses are effectively mitigating their climate impact, thus encouraging greater adoption.”


Katherine Keating, Managing Partner at SOUNDWaves, said: “We see a future where it’s possible to take climate action every time we pursue any activity – CHOOOSE is building software to enable this for both customers and corporates, and should be embedded in every platform.”

Click to read more funding news.

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Nurcin Metingil
Nurcin Metingil
A permanent student, a passionate first reader and nowadays doing master’s degree in Publishing Management. Beside these, I am up for games! I have been playing games since I was 6. Now, I am whispering "Business. Business. Numbers. Is this working?"

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