Overview
Chooose provides a software platform that helps businesses in the aviation, travel, and logistics sectors integrate climate action into their customer experiences. The platform works by automatically calculating the carbon footprint of activities like flights and allowing customers to address those emissions through a marketplace of verified carbon offsets, removals, and sustainable aviation fuel. Unlike competitors that focus solely on internal corporate reporting, Chooose specializes in customer-facing tools and has secured partnerships with major global brands like British Airways and Booking.com. The company's goal is to provide a centralized hub for enterprises to manage and scale their climate programs while decarbonizing high-emission industries.
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Simplify's Take
What believers are saying
- Microsoft suppliers launched a Chooose SAF program on September 10, 2025.
- ANA opened personal SAF purchases on June 18, 2026, expanding consumer demand.
- Chooose added Finnair in April 2026 and Cathay in November 2025, widening airline adoption.
What critics are saying
- Airlines can internalize carbon calculators, commoditizing Chooose's core software by 2027.
- Offset and SAF scrutiny can damage trust if certificates face verification disputes.
- Customer concentration in aviation exposes Chooose if Microsoft or ANA scale back programs.
What makes Chooose unique
- Chooose embeds SAF, emissions, and certificates directly inside airline booking flows.
- Microsoft, ANA, Finnair, and Cathay use Chooose for supplier-facing decarbonization programs.
- Its chain-of-custody software ties Phillips 66, IAG, and RSB transactions together.
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