Provenance

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.

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

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

• Sustainability claims validation
• Product claims data platform
• Greenwashing compliance software
• ESG product data SaaS
• Verified product attribute API

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. Professional Services: Professional services including implementation, training, and custom development as defined in commercial agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

16 partnerships are on record, tiered core, flagship and minor.

• GRI StandardscoreStrategic or Co-development PartnerGlobal Reporting Initiative standards incorporated into the Provenance Framework for sustainability claims validation.
• Greenhouse Gas ProtocolcoreStrategic or Co-development PartnerGHG Protocol standards used as basis for carbon measurement claims validation in the platform.
• International Organization for Standardization (ISO)coreStrategic or Co-development PartnerISO standards integrated into the claims validation framework for global regulatory compliance.
• European CommissioncoreStrategic or Co-development PartnerEuropean Commission standards and regulatory frameworks incorporated into the Provenance Framework for EU market compliance.
• Federal Trade Commission (FTC)coreStrategic or Co-development PartnerFTC guidelines on environmental marketing claims integrated into the claims validation standards.
• Holland & BarrettflagshipChannel Partner/ Reseller/ DistributorUK health retailer using Provenance to identify and mitigate greenwash risks across their product range. Working with Provenance since 2022.
• Cult BeautyflagshipChannel Partner/ Reseller/ DistributorUK premium beauty retailer displaying Provenance Proof Points on products, driving 1.6% higher CVR for products with validated claims.
• OcadocoreChannel Partner/ Reseller/ DistributorUK online grocer using Provenance for independent verification in their 'Future of Food Edit' sustainability aisle launched Earth Day 2026.
• MECCAcoreChannel Partner/ Reseller/ DistributorAustralian luxury beauty retailer displaying validated product claims on their platform.
• THG (The Hut Group)flagshipChannel Partner/ Reseller/ DistributorGlobal technology and beauty retailer using Provenance for efficient third-party brand claims validation across their platform.
• LookfantasticcoreChannel Partner/ Reseller/ DistributorUK beauty e-commerce platform displaying Provenance validated claims on products.
• DermstorecoreChannel Partner/ Reseller/ DistributorUS beauty e-commerce retailer featuring validated sustainability claims from Provenance.
• ChatGPTcoreTechnology or IntegrationOpenAI's ChatGPT cites Provenance Proof Points when providing product recommendations, surfacing validated sustainability claims to users.
• PerplexitycoreTechnology or IntegrationAI search engine cites Provenance validated product data in its responses and recommendations.
• Gemini (Google)coreTechnology or IntegrationGoogle's AI assistant surfaces Provenance validated claims in product discovery and recommendations.
• Future of FoodminorStrategic or Co-development PartnerPartnership 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

Peers

• Watershed:

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

• Xx.com/ProvenanceHQ
• Facebookfacebook.com/ProjectProvenance
• LinkedInlinkedin.com/company/project-provenance

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds7 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Provenance