Provenance provides a software platform that embeds Proof Points—clickable digital sustainability claims—on e-commerce pages so shoppers can view evidence or independent verification of claims like Net Zero, Fully Recyclable Packaging, Living Wage and Female Owned Business. The product is live in 18 markets across Europe, North America and Asia Pacific and reports a 27% increase in conversion and a 2.8x increase in engagement at point of sale. The startup has tripled its customer base in the past 12 months and counts clients including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever. The new funding will be used to drive software product development, grow the team and expand brand and shopper reach. Provenance’s stated mission is to empower 1 billion citizens to choose products that match their values and to combat greenwashing through transparency tech. Provenance operates a blockchain-backed platform that enables brands and retailers to introduce integrity and transparency into their supply chains. The platform is positioned to help customers trace and verify supply-chain information. The company is led by CEO Jessi Baker and is based in London, UK. Provenance announced a funding round (amount undisclosed) and intends to use the proceeds for product development. The company also announced strategic board additions, reflecting an intent to strengthen governance as it scales product efforts. No operating metrics or revenue figures were disclosed in the article.

Total raised

$5M

Funding rounds

2

Latest round

Equity

Latest activity

Mar 2022