Manchester-based ekointelligence have created an AI-powered software-as-a-service (SaaS) platform to help organisations address the growing problem of greenwashing and navigate the complexities of ESG compliance.

By analysing corporate data, it detects greenwashing and ensures transparency between claims and actions.

Co-founder of ekointelligence, which helps businesses address greenwashing, Lily told us about her how the Accelerator is helping her first steps as an entrepreneur.

“Greenwashing occurs when companies make misleading claims about the environmental benefits of their products or services. For example, a product might be labelled as ‘green’ or ‘eco-friendly’, but in reality, it could be contributing to environmental harm. Many consumers trust these labels, and our platform aims to reveal the truth behind those claims, enabling better choices.

“We’re targeting a range of industries such as audit and law firms, retail, real estate, and financial services. Essentially, any company that could be accused of greenwashing is our focus, but we also look at larger corporations, as they should be more invested in environmental matters.”

"Finding them was a bit challenging since I transitioned from a 9-to-5 job, but I networked through LinkedIn and various events. It’s important to reach out, and although it’s intimidating, I’ve met many friendly people open to hearing about my ideas.”

“It started with my co-founder raising concerns about his pension funds, which were labelled as sustainable but were actually funding not-so-eco-friendly initiatives. As we researched, we realised greenwashing is a huge issue across various industries.

“I’ve always wanted to start a business but thought it was something I’d pursue later in life. However, I decided to act now since the problem is so pressing.”

“I still struggle with imposter syndrome. I feel like to call myself an entrepreneur, I should have a business which has been around for many years but I do take pride in running one. The journey has been eye-opening, and I’m learning a lot every day.”

“My co-founders have been incredibly supportive given their past experiences in entrepreneurship. They offer valuable advice and encouragement. Additionally, the NatWest Accelerator’s networking opportunities and resources have been essential for my growth.”

“Yes, we’re currently self-funded, but we’re considering fundraising at the start of next year. After attending a recent workshop on funding, I've learned there are multiple routes to explore, like grants and loans, rather than solely relying on outside investment.”

“It can be challenging, but talking to others in the Accelerator helps. Celebrating small wins and taking breaks are crucial for me. I try not to dwell too much on rejections; instead, I focus on progress.”

“I wish I had been told more about the importance of prioritising my health. It’s easy to get caught up in work, but maintaining physical and mental wellness is key to longevity in this field.”

“We’re refining our product based on customer feedback. We aim to ramp up our marketing and outreach efforts at the end of this year once we’re confident that our product aligns with customer needs.”

“I’m a bit nervous about my first pitch coming up, but the preparation opportunities provided by the NatWest Accelerator have been fantastic. They have pitch clubs here which is helpful. You can pitch in like a safe space, so that will really help me.”

To find out more about how the NatWest Accelerator could help your business grow, visit our Entrepreneur Hub