A London company which measures and seeks to reduce digital carbon emissions has raised £250,000.

Greenpixie’s flagship product, Cloud NetZero, reduces at source the impact of carbon emissions on cloud computing. The company describes an ‘escalating digital carbon crisis’, which accounts for 4% of global emissions. 

Cloud NetZero integrates with cloud providers such as AWS (Amazon Web Services), Google Cloud and Microsoft Azure, unlocking transparency and actionable data on cloud emissions across organisations.

A beta version is at capacity, with a waitlist of over 150 companies.

The investment round was led by Ascension along with participation from several prominent angel investors, including Christian Arno and Ross Johnson.

“Until now, no one has taken responsibility for the staggering environmental impact of cloud computing,” said CEO John Ridd, who co-founded the business with Will Tinney in 2021.

“At Greenpixie we see Cloud NetZero as a rare business opportunity that can give the investment and productivity gains of scalable software, with an equally scalable positive impact on the planet – so we can bring sustainability to the digital world.”

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Ascension investment principal Nico Albanese said: “Greenpixie has shown the power that an innovative idea can have when it comes to getting one step closer to tackling the climate crisis. 

“We’re beyond excited about what the team has in store – definitely one to watch out for.”

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