Provenance
Provenance is a London-based SaaS platform that validates sustainability, health, and product claims for consumer brands and retailers against 80+ regulatory frameworks. Its blockchain-backed data is cited by AI systems including ChatGPT, Perplexity, and Gemini in product recommendations.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Provenance does
Provenance is a London-based SaaS platform that validates sustainability, efficacy, quality, and health claims on consumer products against a proprietary framework spanning 125+ claim types and 80+ certification bodies and regulatory standards (GRI, GHG Protocol, ISO, ASA, European Commission, ACCC, FTC). Founded around 2013–2014 as a certified B Corporation and social enterprise, the company uses blockchain to create an immutable, publicly verifiable record of independently attested claims, and structures its data specifically to be citable by AI systems including ChatGPT, Perplexity, and Gemini. Its product surface comprises the Provenance Platform (core SaaS), the Provenance Framework (standards mapping), a Claims Management Platform, an API & SDK for retailer integration, a Greenwash Risk Detection module, and clickable Proof Point badges surfaced on product pages and in AI-driven recommendations.
The company serves two primary customer segments: consumer brands (1,600+ brands and 81,000+ validated products across beauty, personal care, food and drink) and multi-brand retailers (Holland & Barrett, Cult Beauty, Ocado, THG, MECCA, Lookfantastic, Dermstore). It operates a hybrid go-to-market: self-serve onboarding for brands via the website with free and paid subscription tiers, paired with a dedicated enterprise sales motion for retailers that includes API integration into PIM/PLM systems, custom commercial agreements, and multi-year contracts. Revenue derives from recurring SaaS subscriptions (brand and retailer tiers) supplemented by professional services for implementation, training, and custom development.
Provenance has raised approximately $11 million+ across multiple funding rounds from 2013 through May 2024, including a $5 million round in 2024 led by Alumni Ventures and S4S Ventures, and a $5.38 million seed in 2022 led by Nordic Eye Venture Capital and Working Capital. Backed by impact-oriented investors and structured as Project Provenance Ltd (England and Wales), the company reports 11–50 employees with operational headquarters at Impact Hub Euston in London and a registered office in Witney, Oxfordshire. Sarah Arana-Morton serves as Chief Executive Officer, with founder Jessi Baker in a founder capacity and Brian Fitzpatrick as Lead Investor and Chair of the Board.
Provenance firmographics
Firmographics- Name
- Provenance
- Legal name
- Project Provenance Ltd
- Website
- https://provenance.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Provenance is a London-based SaaS platform that validates sustainability, health, and product claims for consumer brands and retailers against 80+ regulatory frameworks. Its blockchain-backed data is cited by AI systems including ChatGPT, Perplexity, and Gemini in product recommendations.
- Ownership category
- akta.pro rank
Provenance industry classification
Industry- Product category
- Sustainability claims validation software
- SIC
- Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions) (CRAKAJAL)
Keywords
Where Provenance is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Provenance business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Platform Subscription: SaaS platform subscription model with free and paid versions and different service levels. Subscriptions available for brands and retailers with varying feature access.
- Professional Services: Professional services including implementation, training, and custom development as defined in commercial agreements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Free and paid subscription tiers available with different feature access levels |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Provenance product offering
Product offeringCore offering
Provenance provides a SaaS product claims data platform that validates sustainability, efficacy, quality, and health claims against industry and regulatory standards using blockchain attestation and AI-based assessment. Brands validate claims once via self-serve tools or the platform, and the validated data (Proof Points) is distributed across multiple retailers' product pages, search, and AI shopping assistants. Retailers access the data through direct enterprise integrations and the Provenance API & SDK, with add-on modules for greenwashing risk detection and claims management.
Product overview
Provenance operates as a SaaS sustainability claims data platform built around a platform-plus-modules architecture. The core of the offering is the Provenance Platform, which validates product claims against industry and regulatory standards and makes them discoverable across retailers and AI systems. This core is underpinned by the Provenance Framework (125+ claim types mapped to 80+ certification bodies) and the Claims Management Platform. Key modules include the Provenance API & SDK for data integration, Greenwashing Risk Detection for compliance, Proof Points for verified claim badges on product pages, and the Provenance Directory for browsing validated brands and products. A complementary training resource — the Marketers Guide to Sustainability Webinar series — supports user onboarding. The company is B Corp certified and uses blockchain to ensure validated sustainability claims are permanently recorded and publicly verifiable.
Differentiator
Problem solved
Functional benefit
Products and services
- Provenance Platform A SaaS product claims data platform that validates sustainability, efficacy, quality, and health claims against industry and regulatory standards, providing a directory of brands and products with independently verified claims. Brands validate claims once and publish across multiple retailers and AI systems; the platform underpins all other Provenance offerings.
- Provenance Framework A global data standard comprising 125+ sustainability, efficacy, quality, and health certification and claim types, mapped to 80+ certification bodies, regulatory frameworks, and evidence standards across EU and global markets. Used to ensure every claim meets compliance standards.
- Claims Management Platform A purpose-built platform for retailers to manage product claims data across their range, enabling supplier brands to validate claims in one place and publish to multiple channels while eliminating spreadsheet complexity in supplier data administration.
- Provenance API & SDK An API and software development kit that powers product search, filtering, sustainability edits, and loyalty schemes by integrating validated claims data into retailer PIM/PLM systems. Expands product data coverage and supports compliant product claims on retailer product pages.
- Greenwashing Risk Detection A risk assessment module that identifies and quantifies a retailer's risks of breaching product claims regulation, pinpoints non-compliant SKUs and categories with recommended mitigation actions, and tracks improvement over time.
- Provenance Directory A public-facing directory surfacing 1,600+ brands and 81,000+ products with independently validated claims across beauty, personal care, food and more, browsable by claim type including Vegan, Carbon Measured, Diversity-Led, Female-led, and Gives to Charity.
Quantifiable outcome
- Products with Proof Points have consistently outperformed others by 1.6% CVR (Cult Beauty)
- +1 more outcomes
Companies that use Provenance
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Provenance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Provenance partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, flagship and minor.
- GRI StandardscoreGlobal Reporting Initiative standards incorporated into the Provenance Framework for sustainability claims validation.
- Greenhouse Gas ProtocolcoreGHG Protocol standards used as basis for carbon measurement claims validation in the platform.
- International Organization for Standardization (ISO)coreISO standards integrated into the claims validation framework for global regulatory compliance.
- European CommissioncoreEuropean Commission standards and regulatory frameworks incorporated into the Provenance Framework for EU market compliance.
- Federal Trade Commission (FTC)coreFTC guidelines on environmental marketing claims integrated into the claims validation standards.
- Holland & BarrettflagshipUK health retailer using Provenance to identify and mitigate greenwash risks across their product range. Working with Provenance since 2022.
- Cult BeautyflagshipUK premium beauty retailer displaying Provenance Proof Points on products, driving 1.6% higher CVR for products with validated claims.
- OcadocoreUK online grocer using Provenance for independent verification in their 'Future of Food Edit' sustainability aisle launched Earth Day 2026.
- MECCAcoreAustralian luxury beauty retailer displaying validated product claims on their platform.
- THG (The Hut Group)flagshipGlobal technology and beauty retailer using Provenance for efficient third-party brand claims validation across their platform.
- LookfantasticcoreUK beauty e-commerce platform displaying Provenance validated claims on products.
- DermstorecoreUS beauty e-commerce retailer featuring validated sustainability claims from Provenance.
- ChatGPTcoreOpenAI's ChatGPT cites Provenance Proof Points when providing product recommendations, surfacing validated sustainability claims to users.
- PerplexitycoreAI search engine cites Provenance validated product data in its responses and recommendations.
- Gemini (Google)coreGoogle's AI assistant surfaces Provenance validated claims in product discovery and recommendations.
- Future of FoodminorPartnership with Future of Food organization for the 'Future of Food Edit' aisle on Ocado, using Provenance for independent verification.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Provenance competitors and assessment
Company assessmentPeers
Regional players
- SCS Global Services: US-headquartered third-party certification and verification firm offering sustainability, food, and product claims verification. Comparable to Provenance as a claims attester for consumer products, though primarily serving North American markets with a traditional certification model rather than SaaS distribution.
Broad incumbents
- Sphera: Enterprise ESG and product sustainability software platform covering carbon accounting, supply chain risk, and product stewardship. Comparable to Provenance as B2B SaaS infrastructure for sustainability data, though Sphera targets large enterprises across multiple verticals rather than consumer product claims.
- EcoVadis: Global sustainability ratings provider assessing companies across environment, labor, ethics, and procurement. Directly comparable to Provenance as an enterprise SaaS platform delivering verified sustainability data, but operating at a much larger scale and serving broader enterprise and supply-chain use cases beyond CPG product claims.
- Bureau Veritas: Global testing, inspection, and certification (TIC) company providing sustainability, ESG, and product claim verification services. Comparable to Provenance as a third-party claims attester for consumer products, but operating as a multi-vertical incumbent with significant regulatory relationships and global footprint.
- SGS: One of the world's largest testing, inspection, and certification firms offering sustainability and product claims verification across consumer goods. Directly comparable to Provenance's underlying verification service, but SGS is a multinational incumbent with much broader scope and balance sheet.
- Carbon Trust: Independent climate and sustainability certification body providing verified certifications (e.g., Carbon Trust Standard, Footprint Certification) used on consumer products. Comparable to Provenance as a trusted third-party attester of sustainability claims, though Carbon Trust focuses on certification marks rather than a software platform.
Direct peers
- HowGood: Sustainability intelligence platform for CPG brands and retailers, providing product-level sustainability ratings and data integrated into retailer product pages. Closely comparable to Provenance's model of validating and publishing product-level sustainability claims for brands and retailers across categories like food and personal care.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Provenance social profiles
Digital presenceProvenance compliance and trust
Trust signalCompliance2 records
Provenance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Provenance leadership team
Management profileNumber of profiles
Profiles3 records
Provenance funding detail
Funding detailFunding overview
Funding rounds7 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Provenance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Provenance
What does Provenance do?
Provenance provides a SaaS product claims data platform that validates sustainability, efficacy, quality, and health claims against industry and regulatory standards using blockchain attestation and AI-based assessment. Brands validate claims once via self-serve tools or the platform, and the validated data (Proof Points) is distributed across multiple retailers' product pages, search, and AI shopping assistants. Retailers access the data through direct enterprise integrations and the Provenance API & SDK, with add-on modules for greenwashing risk detection and claims management.
Is Provenance a public or private company?
Provenance is a private company. It is classified as venture growth investor backed and is currently operating.
When was Provenance founded?
Provenance was founded in 2014. It employs 11 to 50 people.
Where is Provenance based?
Provenance is headquartered in London, United Kingdom, in the Europe region.
How does Provenance make money?
Two revenue lines are on record. Platform Subscription is the primary driver. The others are professional Services.
Who are Provenance's main competitors?
Watershed is listed as a peer. SCS Global Services is listed as a regional player. Broad incumbents are Sphera, EcoVadis, Bureau Veritas, SGS and Carbon Trust. HowGood is listed as a direct peer.
Does Provenance have an API?
Yes. The Provenance API & SDK enables retailers and brands to leverage validated claims in the customer journey to drive sales. Key capabilities include: powering product search and filter, sustainability edits, loyalty schemes and more via integration into PIM/PLM systems; instantly expanding product data coverage by tapping into the world's largest database of validated product-level CPG claims data; and meeting regulatory requirements by outsourcing a front-end designed for compliant product claims on product pages. The platform uses blockchain to ensure sustainability claims validated through third-party attestation are public and permanently part of chain data.
What industry is Provenance in?
Provenance's product category is Sustainability claims validation software. Its primary akta.pro industry code is CRAKAJAL, Traceability, Provenance & Compliance Services (e.g., origin, AML/KYC, sanctions). Its SIC code is 5094.