Transparency
Climate action you can trust. Clear reporting, verified projects, and a revenue model you can scrutinise.
What transparency means to us
We believe climate action should be measurable, meaningful, and honest. Here is how we stay accountable to you, to the planet, and to ourselves.
Carma's business model
Carma is a purpose-driven, for-profit organisation - just like many others in the climate and sustainability space. We believe it's important to be transparent about this.
Our goal is to build a financially sustainable business that delivers long-term, scalable impact. Any profits we generate are reinvested into the growth of Carma or shared with our charitable partners. From mid-2025 onwards, this includes ongoing support for the Standing Tall Foundation and HighGround, two incredible organisations helping UK veterans thrive after service.
At present, Carma employs eight people, each of whom is paid a fair and competitive salary. Our team members are here because they believe in the mission- we've built this not to maximise margins, but to maximise impact.
We operate with integrity, humility, and a deep commitment to doing the right thing - for our customers, for our partners, and for the planet.
Our competitive offering
Our climate solutions are comparable in quality and scope to others in the market, and in many cases, more cost-effective for our customers. We aim to deliver high-integrity impact at a fair and accessible price.
Rather than building large in-house teams of scientists or researchers, which we deeply value, we choose to partner with trusted experts such as veritree and the Community Forest Trust.
These organisations lead the way in project monitoring, environmental science, and data transparency, allowing us to focus on what we do best: building partnerships, delivering impact, and contributing to meaningful causes. This approach also enables us to donate a portion of our revenues to charities like Standing Tall and HighGround.
From time to time, you may see us offering promotions or discounts. We do this because we believe climate action should be inclusive, not exclusive. With businesses and individuals facing significant financial pressures, we believe that we need to reduce the burden whenever we can. That's why, for example, we offer savings of up to 5% on some of our initiatives.
Our approach is pragmatic, transparent, and rooted in the belief that climate action should be both credible and accessible.
Where your money goes
We do not just talk about impact. We track it.
50%+
Goes directly to climate action projects (tree planting, kelp restoration, and carbon credits)
3%
Of our gross revenue is donated to the Standing Tall Foundation.
£400
Is donated to HighGround for every 1,000 trees funded in the UK
The remainder
Supports eight people and their families, our operations and growing our collective impact
Tree planting service
What we plant
We prioritise native, biodiverse species that enhance ecosystems:
UK: A mix of native broadleaf trees, hedgerows, and pollinator-friendly species
Kenya: Mangroves
Brazil: Mangroves
USA: Long-leaf pines
Tree planting in the UK
We work in partnership with the Community Forest Trust (CFT), a highly respected non-profit supporting the creation and long-term care of community forests across the UK. Their projects are rooted in biodiversity, climate resilience, and community engagement - ensuring that every tree planted contributes to a healthy, thriving ecosystem.
Tree planting days in the UK
Overseas tree planting services
Kelp planting service
What we plant
We prioritise native, biodiverse species that enhance ecosystems:
Canada: Kelp
Kelp planting in Canada
Also through veritree, we fund kelp restoration in Canada - one of the fastest, most efficient natural carbon drawdown methods on the planet.
Kelp planting in the UK
Verified carbon credits
We uphold the highest standards of transparency, trust,
and credibility in the carbon market.
Carma's five-step validation process ensures that every project meets stringent environmental, legal, and social impact criteria, protecting our reputation and giving our clients confidence in their purchases.
1.
Registration and certification
Verify the project is registered with a credible registry.
Obtain and save the registration number.
2.
Project location and verification
Confirm GPS coordinates, satellite imagery, and ground-level photos.
Validate that the project site exists and aligns with its description.
3.
Market pricing and validation
Compare pricing to industry benchmarks.
Ensure the price aligns with project quality, certification level, and additional benefits.
4.
Community and SDG impact
Assess local benefits and employment opportunities.
Validate that the project site exists and aligns with its description.
5.
Final approval and secure storage
Ensure all verification documents, images, and reports are stored securely.
Conduct a final review before listing on the Carma platform.
Reporting and recognition
We publish evidence of our impact and pursue recognised standards so you can verify our claims. Download our latest impact reporting and see how independent certifications apply to Carma.
Carma Impact Report - 24/25
Take a look at the progress we are making, and the impact our community has made
Download the report
Proud to be B Corp
In August 2023, we were awarded B Corp status with an overall B Impact Score of 127.9 (a score of 80 qualifies for B Corp Certification). To say that we are proud of this would be an understatement.
Learn more
How we verify our projects
UK
In the UK, we plant as part of the North East Community Forest, a DEFRA funded programme operating to the UK Forestry Standard and independently managed by government backed woodland officers.
Overseas
Overseas, our projects are verified by veritree, a B Corp certified platform using GPS tracking, satellite imagery, drone mapping, and blockchain secured records. Our mangrove restoration in Madagascar is reviewed annually by the Madagascar government's Department of Environment.
B Corp Certified
Carma is a Certified B Corporation. That means our whole business has been independently assessed for social and environmental performance, not just our projects.
