Overview
CHOOOSE provides a SaaS platform for enterprises to manage and scale climate programs in travel, aviation, and logistics. It calculates customers’ carbon footprints (like a flight) using industry standards such as IATA and connects to a marketplace of solutions including offsets, removals, and SAF. The platform embeds climate action into customer experiences through APIs and user interfaces. The company generates revenue from its enterprise software hub that helps businesses build, manage, and report on climate initiatives, differentiating itself with a vetted marketplace and strong brand partnerships to decarbonize travel and logistics globally.
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Simplify's take
What believers are saying
- Cathay launched a membership SAF program with Chooose on November 17, 2025.
- RSB and Chooose piloted registry sync, launching 2026, improving auditability.
- The 2023 funding from GenZero, Shell Ventures, and SoundWaves extends enterprise credibility.
What critics are saying
- Revenue depends on airline SAF budgets and voluntary climate spend, both under pressure.
- Chooose's moat weakens if airlines and registries bypass its middleware with native APIs.
- If SAF adoption stalls after 2026, Chooose becomes a niche compliance tool with weak pricing.
What makes Chooose unique
- Chooose owns the airline SAF workflow layer, not just carbon accounting.
- IATA and Chooose integrated CO2 Connect on August 6, 2025, for flight-specific emissions.
- Alaska, Delta, Cathay, Microsoft, and ANA now use Chooose-led SAF workflows.
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