Environmates is building a consumer browser and mobile app that turns everyday online activity into funding streams for environmental projects. Users generate an income while they surf, then allocate that revenue directly to local rewilding, tree planting, community gardens or habitat initiatives they care about, creating a simple rewards model aligned with measurable climate impact. https://environmates.earth/
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At the core of the product is an eco shopping assistant and search layer that sits on top of existing ecommerce sites and Google results. When you view a product, the assistant helps you compare it with more sustainable alternatives and highlights brands that are actively “giving back” through Environmates campaigns. A built-in crowdfunding engine then lets those brands structure impact campaigns, direct offers to users, and route a share of advertising or affiliate revenue straight into verified environmental projects, closing the loop between media spend, consumer engagement and climate funding.
Filmed at Web Summit Lisbon 2025, this conversation focuses on Environmates as infrastructure for grassroots climate action rather than just another green app. Founder and CEO Simon Roberts explains how his previous exit in analytics exposed a funding gap for local environmental initiatives that could not scale on generic platforms like GoFundMe. Environmates is designed to remove friction by standardising campaign setup, automating impact payments from browsing revenue and giving small projects digital tooling that previously only larger organisations enjoyed.
On the ground, that translates into very concrete use cases: urban rewilding schemes, beehive installations, community gardens, pond restoration and bird habitat projects in places like London. Project owners can launch a campaign within minutes, broadcast it to nearby users, and then grow a base of recurring micro-contributors rather than one-off donors. The platform also includes a volunteering flow so supporters can register to show up in person for work days, bringing a social layer and real-world community building into what starts as a digital experience.
Technically, Environmates combines a rewards-style browser, an eco shopping recommendation engine, geolocated project discovery and a lightweight impact-funding dashboard for brands and project creators. The app is already live in beta on iOS and Android, and the team is using this phase to refine the revenue-sharing model with early partners, founders and investors. The aim is to make it as effortless as possible for anyone—from a small neighbourhood group to a global brand—to turn everyday browsing and shopping into a steady, transparent stream of environmental support.
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