About Zero

Zero is a new sustainable money app built for people who want their daily choices to reflect their values.

“Launched with a free account, debit Mastercard, intuitive app and proprietary GreenScore sustainability index, Zero helps users understand the environmental impact of their everyday spending, both on their Zero card and on any cards connected via Open Banking. The app has since expanded with the Planet Safe Saver, an easy-access savings account, and offers the ability to support carbon-removal initiatives directly through its in-app Zero Carbon Projects feature.”

The Objective

Zero began tracking emissions from day one because understanding their own environmental impact – as well as helping their customers improve theirs – was a core part of their company values.

“For us, measuring and reducing our operational carbon footprint isn’t corporate virtue signalling; it’s fundamental to how and why we do business. Reducing our impact on the planet, and enabling our customers to do the same, sits at the core of why Zero exists.”

They also needed to report credible carbon data as part of their B Corp Certification.

“As a BCorp, we were bound to deliver an Annual Impact report, so a more formal measurement and validation of our emissions was essential to meet this obligation. From day one, we had always planned to enlist an external partner to support this objective, but finding a platform focused on the needs – and budgets - of start-ups and SMEs was difficult. Until I discovered Seedling!”

The Challenge

The team found it challenging to get to grips with emissions measurement alongside the day-to-day at a fast-growth start-up. They initially used in-house calculations and a spend-based calculator:

“We started tracking (and internally reporting) our emissions from day one, using a basic staff travel survey and meter and water-usage data provided by our landlord. To measure our Scope 3 emissions, we made use of free, spend-based tools available through our accounting platform. And, although our small start-up team delivered great response rates, a whole across all three Scopes, the data itself was hard to validate and compare, and limited understanding of different emissions factors made the overall picture unclear.”

Why Zero Chose Seedling

Zero chose Seedling because we’re built specifically for growing teams:

• Expert-guided process
• Intuitive and easy to use software
• Scope 3 accuracy
• Affordable pricing

For an early-stage business balancing B Corp reporting, operational demands and limited internal resources, having a straight forward, supportive partner mattered.

“Aimée and Blair were both great, so helpful, patient and responsive. Always happy to answer my questions and give alternative suggestions or solutions previously unconsidered. The Seedling platform was intuitive and easy to use”

How Seedling Helped

1. Replacing estimates with an expert-assured full-scope footprint

With Seedling, Zero were able to move from early estimates to a complete, GHG Protocol-aligned footprint. We helped Zero structure their data properly, understand what needed to be included across Scopes 1, 2 and 3,and bring everything into a consistent methodology. This gave them a reliable ,organisation-wide baseline that they could use to build targets, track progress year-on-year, and report externally.

2. Improve Scope 3 accuracy

Perhaps Seedling’s biggest impact was helping Zero shift from purely spend-based calculations, identifying where activity data could be used to improve footprint accuracy.

“Seedling’s direction on our Scope 3 emissions and moving away from purely spend-based data was particularly helpful.”

For example, Seedling helped Zero capture the carbon reduction impact of using recycled plastic for their debit cards, rather than relying on a high-level spend-based factor. Zero’s footprint now accurately reflects underlying emissions and the impact of changes they make operationally, rather than simply tracking spend.

3. In-built employee commuting & homeworking survey

Seedling’s in-built employee survey to capture data on commuting and homeworking, removing the need for Lisa to spend time on manual analysis, and engaging the Zero team on carbon literacy and behavioural change at the same time.

4. Setting realistic, science-based, per-employee Net Zero targets

Seedling also helped Zero to define Net Zero targets that were practical and matched the organisation’s structure and growth.

This meant guiding them through what science-based targets look like under the Science Based Targets initiative (SBTi) framework, how to approach reductions on a per-employee basis, and how to set goals that reflect their operational realities. The outcome was a set of SBTi-aligned targets that the team could feel confident in and use as a framework for future reporting.

5. Decarbonisation planning

Seedling helped Zero to understand their footprint data and build a practical, data-backed plan to reduce emissions, taking into account their ambitious growth plans as a business.

6. Supporting their first sustainability impact report

When it came to producing their Impact Report, Seedling helped the Zero team to communicate their carbon impact clearly and transparently, avoiding greenwash.

“I couldn’t have done it without Seedling! Ultimate creation and delivery of our first sustainability impact report (and feedback on the content – above and beyond!).”

Looking Ahead

Lisa and the Zero team are now beginning their second year of analysis with Seedling. This next phase is about building on the foundations we created together: strengthening data quality, maintaining the momentum from their first full-scope footprint and impact report, and continuing to embed carbon management across the team.

With Year 2 underway, Zero can build on their improved Scope3 approach, keep engaging employees through the survey process, and progress toward the realistic, per-employee Net Zero targets we helped them define.

Zero's Advice to Other Businesses

“Just start! Seedling are well-priced, hugely informed, and informative, creative, helpful and rigorous.”