Chooose is a climate‑tech company that builds software to help airlines, freight operators, brands and platforms design, operate, and scale lower‑carbon fuel and carbon‑programs (including SAF and removals), enabling customer‑facing carbon choices and enterprise reporting across hard‑to‑abate sectors[6][4].
High‑Level Overview
- Mission: Accelerate the shift to a sustainable future by making climate action operational for businesses and their customers through software that connects programs (SAF, offsets, removals) to verified climate projects and data[1][6].
- Investment philosophy / key sectors (for context as a company): Chooose focuses on energy, climate & environment and offers SaaS for aviation, freight/logistics, travel and other hard‑to‑decarbonize sectors[1][3].
- Impact on the startup / industry ecosystem: Chooose positions itself as a platform partner for major airlines, freight firms and travel platforms (customers include Alaska Airlines, Air Canada, Delta, IAG Cargo, Flexport) and integrates standards and data (e.g., IATA CO2 Connect) to raise market transparency and scale SAF and removal uptake[3][6][9].
This short summary captures Chooose as a mission‑driven climate‑tech SaaS vendor that helps large incumbents operationalize lower‑carbon fuel programs and customer‑facing climate choices.
Origin Story
- Founding year & founder: Chooose was founded in 2017 in Oslo, Norway, by Andreas Slettvoll (Founder & CEO) and launched as CHOOOSE AS, later evolving into the Chooose brand focused on lower‑carbon fuel software[1][4].
- How the idea emerged / founders’ background: The company originated to make climate action accessible by connecting businesses and consumers to credible CO2‑reducing projects and integratable carbon solutions; early product work centered on embedding carbon calculations and offsetting into consumer experiences and B2B operations[1][6].
- Early traction / pivotal moments: Chooose expanded from consumer and corporate offsetting into purpose‑built software for SAF and lower‑carbon fuel value chains, securing large airline, freight and platform customers and later raising significant investment (reported $50M) while opening offices beyond Oslo (Amsterdam, Miami) as it scaled globally[3][4][6].
Core Differentiators
- Product focus and specialization: Purpose‑built platform for SAF and lower‑carbon fuel program management (planning, procurement, reporting, customer integrations) rather than a general offset marketplace[4][6].
- Enterprise integrations & standards: Integrates authoritative datasets and standards (e.g., IATA CO2 Connect, IATA RP 1726, ISO 14083) to deliver operationally‑trusted emissions and SAF reporting to airline and corporate customers[9][10].
- Customer roster and sector depth: Deep customers across aviation and freight (major airlines and logistics companies), demonstrating domain expertise in hard‑to‑abate sectors[3][6].
- Turnkey SaaS + partner ecosystem: Offers adaptable software that embeds into customer journeys (ticketing, cargo booking, loyalty) and partners with suppliers, traders and certification bodies to streamline workflows across the value chain[6][4].
- Speed to market & operating support: Emphasizes close collaboration with customers (sometimes embedding with them) to build solutions tailored to complex regulatory and commercial needs in SAF and carbon programs[4].
Role in the Broader Tech Landscape
- Trend being ridden: Enterprise climate software and the commercialization of Sustainable Aviation Fuel (SAF) and carbon removal markets; growing demand for transparency in travel and freight emissions[6][9].
- Why timing matters: Regulatory pressure, corporate net‑zero commitments, and rising consumer scrutiny are driving airlines and shippers to operationalize SAF and removals now, creating strong demand for software that manages procurement, accounting and customer transparency[9][6].
- Market forces in their favor: Increasing standardization of emissions data (IATA, ISO), nascent but rapidly scaling SAF supply chains, and corporate/regulatory requirements to demonstrate emissions reductions create structural demand for Chooose’s platform[9][6].
- Influence on ecosystem: By connecting data standards, SAF suppliers, airlines and corporate buyers, Chooose reduces friction in program delivery and helps mainstream customer‑facing climate options—raising transparency and potentially accelerating SAF market liquidity[6][9].
Quick Take & Future Outlook
- What’s next: Continued scaling with airlines, freight and travel platforms to operationalize SAF and removal contributions; deeper integration with global data standards and trading counterparties to support program procurement and reporting[6][9].
- Trends that will shape the journey: SAF supply growth and pricing dynamics, tighter regulation and emissions reporting rules, higher corporate demand for verified removals, and further standardization of emissions accounting will determine growth speed and product requirements[9][6].
- How influence might evolve: If Chooose continues to anchor SAF program workflows and data integrations (e.g., IATA CO2 Connect), it can become a de‑facto infrastructure layer for customer‑centric carbon programs in aviation and logistics—shaping how SAF and removals are purchased, tracked and communicated to customers[9][6].
Quick take: Chooose has moved from carbon‑offset facilitation into specialized SaaS for the lower‑carbon fuel value chain, aligning product depth, industry partnerships and standards integration in a way that addresses an acute operational need for airlines and shippers; their next challenge is scaling with SAF supply constraints, evolving regulation, and continued demand for trustworthy emissions data[4][6][9].
If you’d like, I can:
- Draft a one‑page investor brief on Chooose (metrics, customers, risks), or
- Produce a competitive map vs. other climate‑tech SAF / carbon program platforms.
