Goodwings
Copenhagen-based B Corp SaaS company operating a climate-focused corporate travel management platform that combines flight, hotel, rail, and car booking with carbon budgeting, SAF purchasing, VCS-verified offsets, and ESG-grade emissions reporting for sustainability-committed mid-market and enterprise customers.
- Company typePrivate
- Founded2015
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Goodwings does
Goodwings is a Copenhagen-based, B Corp-certified SaaS company that operates a climate-focused corporate travel management platform combining full-service travel booking with an integrated sustainability suite. The platform serves primarily enterprise and mid-market customers with active ESG, Science Based Targets, or CSRD obligations, enabling them to book flights, hotels, trains, and rental cars while measuring, forecasting, and reducing Scope 3 business travel emissions. Documented customers span design and architecture (BIG, Manyone), fintech and expense (Pleo, Moneyme), real estate (Savills), media (Havas Denmark), luxury goods (John Lobb, Zarattini), outdoor (Norrøna), and others. The business was founded in 2015, employs between 11 and 50 people across Copenhagen and Frederiksberg, and reports a 97% average policy compliance rate across its customer base.
The platform is built as a cloud-native multi-tenant SaaS application on AWS with frontend delivery via Vercel edge network, with role-based access control across five predefined roles. Booking infrastructure is powered by Spotnana for content aggregation (GDS, NDC, LCC) and by JTB USA for global inventory and 24/7 multilingual agent support. Differentiated sustainability capabilities include multi-methodology emissions calculation (DEFRA, EPA, ICAO, EEA, Dutch standards with Radiative Forcing Index), AI-powered low-emission trip planning, predictive CO2 budget forecasting, VCS-verified reforestation offsets via a 56,019-tonne annual Uruguay project, and Sustainable Aviation Fuel purchasing with TUV-certified end-to-end chain-of-custody through Neste and SQUAKE. A Climate Account structure routes booking commissions toward SAF and decarbonization rather than retained profit.
Goodwings monetizes via three streams: SaaS subscriptions (freemium to quote-based enterprise), transaction commissions that flow through the Climate Account for decarbonization, and SAF and offset purchases offered at Goodwings-co-financed rates. Go-to-market blends product-led growth (free tier, self-serve booking, product tours), enterprise field sales targeting sustainability, travel, and finance buyers, and channel partnerships including JTB USA and an expanding ESG software ecosystem (Klappir, Coolset, Clearyst, Energi.AI, Dream Impact). The company is privately held and has raised approximately $4.4 million across a $1.5M 2023 late seed round co-led by Global Cleantech Capital and JTB USA and a 2025 extension of approximately 20 million DKK (~$2.9M), with founder and CEO Christian Møller-Holst leading the business.
Goodwings firmographics
Firmographics- Name
- Goodwings
- Legal name
- Goodwings ApS
- Website
- https://goodwings.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Copenhagen-based B Corp SaaS company operating a climate-focused corporate travel management platform that combines flight, hotel, rail, and car booking with carbon budgeting, SAF purchasing, VCS-verified offsets, and ESG-grade emissions reporting for sustainability-committed mid-market and enterprise customers.
- Ownership category
- akta.pro rank
Goodwings industry classification
Industry- Product category
- Sustainable Travel Management Software
- NAICS
- Travel Agencies (561510)
- akta.pro primary industry
- Carbon Accounting & Sustainability Management for Travel (THALAMAK)
- akta.pro secondary industries
- Corporate Travel & Expense Booking Platforms (BPAMAIAI), Hotel CRS & Booking Engines (THALADAA), Supply Chain (Scope 3) Emissions & Supplier Engagement Platforms (EUABAEAE), Sustainability & Emissions Management for Air Travel (SAF, CO2 Reporting) (THACAHAJ)
Keywords
Where Goodwings is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Goodwings business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Subscription / Platform Fees: SaaS subscription fees for access to the travel management platform. Flexible plans from free tier to enterprise, with pricing varying by feature tier and company size. Climate Account credits (from booking commissions) can be used to offset subscription costs for sustainability features.
- Transaction Commissions (Climate Account Cashback Model): Commissions from hotel and flight bookings are deposited into the company's Climate Account rather than retained as pure profit. These funds are used to pay for SAF and other decarbonization initiatives, effectively creating a cashback model that subsidizes sustainability features. Goodwings does not rely on travel commissions to be profitable.
- SAF and Carbon Offset Purchases: Revenue from purchase of Sustainable Aviation Fuel and VCS-verified carbon offsets (reforestation credits) on behalf of clients, offered at subsidized rates co-financed by Goodwings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free plan with core sustainability suite access |
| Subscription | Monthly | Simple booking solution |
| Subscription | Annual | Premium travel management with SAF options |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels10 records
Goodwings product offering
Product offeringCore offering
Goodwings operates a climate-focused SaaS travel management platform that combines online booking for flights, hotels, trains, and rental cars with an integrated Sustainability Suite for carbon budgeting, ESG-grade emissions reporting, VCS-verified carbon offsets, and Sustainable Aviation Fuel (SAF) purchases. The platform is built on a Climate Account cashback model that redirects booking commissions toward decarbonization initiatives such as SAF and reforestation.
Product overview
Goodwings is a climate-focused SaaS travel management platform that combines a full travel booking system (flights, hotels, trains, rental cars) powered by Spotnana and JTB, with an integrated Sustainability Suite offering carbon budgeting, ESG-grade emissions reporting, VCS-verified offsetting, Sustainable Aviation Fuel (SAF) options, and AI-powered trip planning. The platform is built around a Climate Account model where travel commissions fund decarbonization initiatives. Core product is the Travel Management Platform, supplemented by the Sustainability Suite, Travel Log for external bookings, and Climate Impact Certificates for annual emissions verification.
Differentiator
Problem solved
Functional benefit
Products and services
- Goodwings Travel Management Platform Cloud-based SaaS platform providing corporate travel booking (flights, hotels, trains, cars) with integrated sustainability tools, policy compliance controls, and 24/7 multilingual customer support, designed for businesses managing business travel programs.
- Sustainability Suite Comprehensive suite of sustainability tools for setting carbon budgets, analyzing emissions, creating climate policies, ensuring ESG/CSRD compliance, and encouraging responsible travel, available to all Goodwings customers including the free tier.
- Online Booking Tool Self-service booking interface for employees to book flights, hotels, trains, and rental cars with GDS, NDC, and LCC content access, built-in policy compliance, real-time CO2 tracking, and multi-traveler and guest booking functionality.
- Policies and Approvals Configurable travel policy and approval flow engine that allows companies to customize policies, control out-of-policy bookings, manage approvals, and improve compliance across the organization with unlimited custom policy configurations.
- Sustainable Aviation Fuel (SAF) Sustainable Aviation Fuel purchasing integrated into the booking flow, subsidized through Goodwings co-financing, that reduces flight lifecycle CO2 emissions by up to 80% versus conventional jet fuel with TUV-certified end-to-end chain-of-custody traceability from Neste's distillery to the aircraft.
Quantifiable outcome
- 97% average policy compliance rate across customers
- +5 more outcomes
Companies that use Goodwings
Customer profileNamed customers17 records
Segments7 records
Ideal customer profiles2 records
Goodwings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration19 records
AI capability5 records
Feature12 records
Goodwings partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered supporting, minor and core.
- KlappirsupportingPartnership with sustainability software provider Klappir to automate and simplify corporate travel emissions reporting. Combines Goodwings' travel data with Klappir's ESG reporting infrastructure for more seamless Scope 3 emissions disclosure.
- Dream ImpactsupportingPartnership with Hong Kong's leading network of social enterprises and impact ventures. Dream Impact and Goodwings partner to provide practical solutions to emissions hotspots for impact-focused organizations.
- Energi.AIsupportingPartnership with carbon accounting platform Energi.AI to make Scope 3 travel emissions measurement easier and more accessible. Combines Goodwings' travel data with Energi.AI's carbon accounting capabilities.
- CoolsetsupportingPartnership with ESG software provider Coolset to increase data compliance and precision in Scope 1-3 emissions reporting by integrating Goodwings' travel emissions data into Coolset's broader ESG reporting platform.
- ClearystsupportingPartnership combining Clearyst's sustainability solutions with Goodwings' travel platform to enable businesses to reduce environmental impact while maintaining operational efficiency.
- Girls Be ChangeminorPartnership with Girls Be Change to provide innovative travel management for their Impact expeditions for women explorers. Community-focused partnership supporting women in exploration.
- NestecoreWorld's leading producer of Sustainable Aviation Fuel. Partnership enables Goodwings to offer SAF to business travelers with full supply chain traceability. Neste produces the SAF from fats, oils, and greases (FOGs) such as used cooking oil and animal residues. SAF can reduce lifecycle GHG emissions by up to 80% vs conventional jet fuel.
- SQUAKEcoreSAF tracking technology partner that provides end-to-end traceability documentation from Neste's distillery to aircraft fuel tanks. SQUAKE verifies the chain of custody ensuring SAF purchased by Goodwings clients is actually put into operation. Provides full documentation for corporate carbon accounting and sustainability reporting.
- JTB USAcoreStrategic partnership and investment providing Goodwings with access to JTB's global travel inventory (flights, hotels, trains, rental cars) and multilingual 24/7 customer support infrastructure. JTB's ~111 years of travel management expertise complements Goodwings' sustainability platform. Christian Møller-Holst described it as elevating Goodwings 'from competitive to best-in-class.' JTB provides offline agent support while Goodwings provides the digital platform with sustainability features.
- SpotnanacoreTechnology partner powering Goodwings' booking infrastructure. Spotnana provides the underlying travel content aggregation and booking API that enables Goodwings to offer GDS, NDC, and LCC content across flights, hotels, rail, and car rentals. Goodwings branding states 'Technology powered by Spotnana and JTB.'
- GBTA (Global Business Travel Association)supportingMember of GBTA for industry knowledge sharing, networking, and participation in global business travel community events including the annual GBTA convention.
- DBTA (Danish Business Travel Association)supportingMember of Danish Business Travel Association for local industry engagement and knowledge sharing within the Danish market.
- SBTA (Swedish Business Travel Association)supportingMember of Swedish Business Travel Association for local industry engagement and participation in Nordic Business Travel Summit.
- NATM (Netherlands Association for Travel Management)supportingMember of Netherlands Association for Travel Management for local industry engagement in the Dutch market.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Goodwings competitors and assessment
Company assessmentDirect peers
- TravelPerk: European-headquartered corporate travel and expense platform that has built a sustainability layer (GreenPerk) with carbon reporting and offsetting, directly competing with Goodwings' enterprise sustainability-focused TMC positioning.
- Navan: Corporate travel and expense management company offering booking, policy, and reporting tools to enterprises. Competes for the same mid-market and enterprise travel manager buyer, though with less explicit sustainability specialization.
Broad incumbents
- SAP Concur: Largest incumbent in corporate travel and expense, with deep enterprise penetration, GDS integrations, and growing sustainability reporting features that compete with Goodwings' integrated emissions offering.
- American Express Global Business Travel (Amex GBT): Global TMC serving large multinationals with broad travel management capabilities; increasingly adding sustainability reporting and SAF programs that overlap with Goodwings' enterprise proposition.
- BCD Travel: Large global TMC with sustainability programs (including SAF offerings) targeting enterprise accounts; overlaps with Goodwings in mid-market and enterprise corporate travel.
- CWT: Global corporate travel management company serving enterprise clients with sustainability and ESG reporting capabilities that partially overlap with Goodwings' offerings.
- Booking.com for Business: Business travel arm of Booking Holdings offering self-serve hotel booking with basic policy tools and emerging sustainability features, overlapping with Goodwings' hotel-heavy SMB and self-serve offering.
Emerging players
- Spotnana: Travel-as-a-Service platform whose infrastructure powers Goodwings' booking. Competes in the corporate travel platform category and could expand its own sustainability features, making it both a critical partner and a latent competitor.
- Engine (formerly TripDealer): Corporate travel and expense platform targeting mid-market companies, competing for the same under-served segment of businesses seeking modern, software-led alternatives to legacy TMCs.
Others
- Patch: Carbon credit API platform enabling businesses to embed offset purchasing into apps and platforms; an adjacent ecosystem participant rather than direct competitor, but one that could disintermediate parts of Goodwings' offset offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Goodwings social profiles
Digital presenceGoodwings compliance and trust
Trust signalCompliance1 record
Goodwings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Goodwings leadership team
Management profileNumber of profiles
Profiles1 record
Goodwings funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Goodwings 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 Goodwings
What does Goodwings do?
Goodwings operates a climate-focused SaaS travel management platform that combines online booking for flights, hotels, trains, and rental cars with an integrated Sustainability Suite for carbon budgeting, ESG-grade emissions reporting, VCS-verified carbon offsets, and Sustainable Aviation Fuel (SAF) purchases. The platform is built on a Climate Account cashback model that redirects booking commissions toward decarbonization initiatives such as SAF and reforestation.
Is Goodwings a public or private company?
Goodwings is a private company. It is classified as venture growth investor backed and is currently operating.
When was Goodwings founded?
Goodwings was founded in 2015. It employs 11 to 50 people.
Where is Goodwings based?
Goodwings is headquartered in Copenhagen, Denmark, in the Europe region.
How does Goodwings make money?
Three revenue lines are on record. Subscription / Platform Fees are the primary driver. The others are transaction Commissions (Climate Account Cashback Model) and SAF and Carbon Offset Purchases.
Who are Goodwings's main competitors?
Direct peers on record are TravelPerk and Navan. Broad incumbents are SAP Concur, American Express Global Business Travel (Amex GBT), BCD Travel, CWT and Booking.com for Business. Emerging players are Spotnana and Engine (formerly TripDealer). Patch is listed as an others.
Does Goodwings have an API?
Yes. API Terms document specifies usage rights, limitations, and technical guidelines for integrating with the Goodwings API.
What industry is Goodwings in?
Goodwings's product category is Sustainable Travel Management Software. Its primary akta.pro industry code is THALAMAK, Carbon Accounting & Sustainability Management for Travel, with a secondary code of BPAMAIAI, Corporate Travel & Expense Booking Platforms. Its NAICS code is 561510.