Naava
Naava is a Finnish health-technology company that designs and operates smart air-purifying green walls using NASA-based biofiltration and AI-powered remote monitoring, serving corporate offices, public buildings, educational institutions, and healthcare facilities primarily across Europe and South Korea via a subscription-based Nature as a Service model.
- Company typePrivate
- Founded2011
- HeadquartersHelsinki, Finland
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Naava does
Naava is a Finnish health technology company, founded in 2011 (originally as Naturvention) and headquartered in Helsinki, that designs, manufactures, and operates smart air-purifying green walls for indoor commercial environments. Its core technology is based on NASA-derived biofiltration: plants are grown in a patented soilless substrate with active air circulation through the root zone, where root-zone microbes break down volatile organic compounds and other indoor air pollutants. The system is paired with an AI-powered remote monitoring platform that tracks plant health and air-quality parameters across the installed fleet to drive predictive maintenance and optimize growing conditions. Headcount is approximately 60 across Finland, Sweden, and the United States.
The product portfolio spans the flagship Green Walls, Naava Deco (potted plants in hydroculture), maintenance-free Moss Walls, Naava Oasis (movable green room dividers), and bespoke custom installations. Revenue is generated primarily through a "Nature as a Service" subscription model that bundles hardware, design, installation, and full maintenance into a single monthly fee over 36- or 60-month contracts (entry pricing starting at approximately €150/month). A secondary one-time hardware sale channel exists for customers who prefer outright purchase with optional maintenance. Go-to-market combines direct enterprise field sales — anchored by named logos such as F-Secure, Finance Finland, Zurich Insurance, and AstraZeneca — with a broad partner/reseller network spanning the Netherlands, UK, Norway, Denmark, Poland, Czech Republic, Hungary, Spain, Germany, Switzerland, and South Korea (via strategic partner Sejung Group). Customer segments target corporate offices, public spaces, educational institutions, and healthcare facilities seeking biophilic design, improved indoor air quality, and support for sustainability certifications such as BREEAM and LEED. The company has installed 5,000+ green walls across 16 countries, serves 1,000+ B2B customers, and reports an NPS of 83; cumulative disclosed funding is approximately €16 million, with the most recent round being a €7 million raise in January 2022 led by Nidoco AB.
Naava firmographics
Firmographics- Name
- Naava
- Legal name
- Naava Group Oy
- Website
- https://naava.io
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Naava is a Finnish health-technology company that designs and operates smart air-purifying green walls using NASA-based biofiltration and AI-powered remote monitoring, serving corporate offices, public buildings, educational institutions, and healthcare facilities primarily across Europe and South Korea via a subscription-based Nature as a Service model.
- Ownership category
- akta.pro rank
Naava industry classification
Industry- Product category
- Biophilic Indoor Air Purification Systems
- NAICS
- Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413)
- SIC
- Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)
- akta.pro primary industry
- Air Quality & Filtration Equipment (IAQ) (IMAHAKAI)
- akta.pro secondary industry
- Air Filtration & Indoor Air Quality Components (Filters/UV/ERVs-HRVs) (IMADANAE)
Keywords
Where Naava is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices4 records
Markets served
Naava business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Nature as a Service (NaaS) Subscription: Monthly recurring revenue model where Naava provides smart green wall products along with full maintenance, plant care, and monitoring services. Customers pay a monthly fee for the complete package over contract periods of 36 or 60 months.
- Product Sales with Maintenance: One-time product sales with optional ongoing maintenance contracts for customers who prefer to purchase the green walls outright
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Green Wall - Starting Package |
| Subscription | Multi-year contract | Swedish Market Pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Naava product offering
Product offeringCore offering
Naava designs, manufactures, and sells smart air-purifying green walls that use NASA-derived biofiltration technology, drawing indoor air through plant roots in a patented soilless substrate so root microbes break down airborne pollutants. Products are sold primarily through a Nature as a Service (NaaS) subscription covering hardware, turnkey installation, biophilic interior design, and ongoing professional plant care with AI-based remote monitoring.
Product overview
Naava is a Finnish health technology company specializing in green wall solutions for indoor environments. The product portfolio centers on smart air-purifying green walls that use NASA-based biofiltration technology, combined with a comprehensive service model. Core offerings include Green Walls (smart plant walls with active air purification), Naava Deco (potted plants in hydroculture medium), Moss Walls (maintenance-free acoustic solutions), and Naava Oasis (movable green furniture dividers). Custom plant and moss wall solutions are available for specific spatial requirements. All products are offered through a Nature as a Service (NaaS) subscription model that bundles products, installation, and professional maintenance. The company operates primarily in Finland and Sweden with a network of partners across Europe and South Korea.
Differentiator
Problem solved
Functional benefit
Products and services
- Green Walls (Smart Plant Walls) Air-purifying green walls for corporate offices and public buildings that use NASA-based biofiltration with plants grown in a soilless medium and active air circulation, so root microbes break down indoor air pollutants; includes remote monitoring and AI-controlled automation for plant health and air purification.
- Naava Deco (Potted Plants) Soilless indoor plants in hydroculture growing medium delivered in self-watering pots, with plants selected based on season, pot design, and placement location, and optional professional maintenance including water refilling and plant care.
- Moss Walls Maintenance-free moss walls made from naturally preserved materials that do not require watering or sunlight, retain natural color and softness for years, and improve room acoustics by absorbing sound.
- Naava Oasis (Room Dividers) Movable green furniture dividers that function as space dividers and work surfaces while providing air purification, and can be repositioned to add flexibility to office layouts.
- Custom Plant and Moss Walls Fully tailored green walls built to exact measurements, from floor to ceiling and wall to wall, or designed to wrap around corners and columns, combining real plants, moss, and artificial plants.
- Naava Service (Maintenance) Professional plant maintenance service covering trimming, nutrients, plant replacements, and technical upkeep, including remote monitoring via AI-controlled systems and an optional premium tier with water tank refilling.
- Green Interior Design Service Free design consultation and plant layout planning by Naava interior architects, including 3D visualizations, custom floor plans, and layout concepts tailored to space, budget, and style.
- Artificial Plants Realistic man-made plants offered for spaces where real plants cannot be used due to insufficient lighting or demanding maintenance requirements, requiring only periodic dust removal.
- Nature as a Service (NaaS) Subscription All-inclusive subscription model offering Naava green interior products and maintenance in one monthly fee on 36 or 60 month contracts, including green interior design, turnkey installation, and ongoing maintenance.
Quantifiable outcome
- NPS score of 83 indicating very high customer satisfaction
- +1 more outcomes
Companies that use Naava
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Naava technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Naava partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- DeloscoreDelos invested in Naava's research and development, collaborating on scientific studies to validate the biophilic air purification technology. Delos is known for wellness-focused real estate and building science research.
- SigNature Indoor PlantsminorAuthorized reseller of Naava products in the Netherlands, handling sales and distribution to local customers.
- Maqor BiophilicminorAuthorized reseller in the Netherlands, offering Naava green walls to customers in the region.
- Oxygen at Work AGminorReseller partner in Switzerland, distributing Naava products to Swiss corporate clients.
- Oxygen at Work Deutschland GmbHminorAuthorized reseller in Germany, handling Naava product sales and distribution in the German market.
- Verbeek greenPro GmbHminorService partner located in Dusseldorf, providing installation and maintenance services for Naava customers in the region.
- Office BlueprintminorAuthorized reseller in London, UK, offering Naava biophilic solutions to corporate clients in the London area.
- ExubiaminorReseller partner in the UK market, distributing Naava green wall products to British customers.
- Plantscape Norge ASminorReseller and service partner in Norway, providing both sales and maintenance services for Naava products in the Norwegian market.
- Martela A/SminorAuthorized reseller in Denmark, offering Naava's smart green wall solutions to Danish corporate customers.
- DEICHMANN PLANTERminorReseller partner in Denmark, distributing Naava products to Danish businesses and organizations.
- Ministerstwo Zieleni Sp. z o.o.coreReseller, technology partner, and care service provider in Poland. This is a strategic partnership as Ministerstwo Zieleni handles multiple aspects including sales, technology collaboration, and ongoing maintenance services.
- Respuro PSAminorAuthorized reseller in Poland, offering Naava products to Polish corporate clients.
- Jungle interiors, s.r.o.minorReseller partner operating in Czech Republic and Slovakia, distributing Naava green walls to customers in these markets.
- Ádám-Kert KftminorPartner operating an office and showroom in Hungary, providing sales and demonstration facilities for Naava products in the Hungarian market.
- Aistec aislamientos SLminorAuthorized reseller in Spain, offering Naava smart green wall solutions to Spanish businesses.
- Sejung GroupcoreStrategic partner for Asian expansion, specifically for market entry and distribution in Korea. This partnership enables Naava's presence in the Asian market through Sejung Group's distribution capabilities.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Naava competitors and assessment
Company assessmentDirect peers
- Biotecture: UK pioneer in living green walls for commercial and public buildings, offering design, installation and maintenance of biologically active plant walls — directly comparable product offering to Naava in the European market.
- ANS Global: UK-based designer and installer of living green walls and biophilic interiors for offices, retail and public spaces, with a recurring maintenance service — directly overlapping Naava's core offering.
- Ambius: Global indoor plant and green wall service provider (part of Rentokil Initial), offering design, installation and ongoing plant maintenance to enterprise offices — the closest large-scale analogue to Naava's Nature-as-a-Service model.
- Sagegreenlife: North American provider of living green walls and biophilic interior solutions, including design, installation and maintenance contracts for enterprise customers — comparable product and service model to Naava in a key target geography.
- Greenwall Engineering: German engineering-led provider of green wall systems for commercial buildings, focused on technical performance and large-scale installations — directly comparable to Naava's engineering-centric approach to living walls.
- Plantwall: German provider of modular living green walls and plant-based interior installations for corporate and public spaces — overlapping product category and European go-to-market with Naava.
Broad incumbents
- ISS A/S: Global facility services provider with a workplace experience portfolio that includes indoor greenery and biophilic design services — comparable in customer base (large enterprises) but greenery is only one of many service lines.
- Sodexo: Global workplace and facilities services company whose service portfolio includes indoor plants, green walls and wellbeing amenities for enterprises — a much larger incumbent offering biophilic greenery as part of a broader facilities bundle rather than as a specialist.
Others
- Delos: Wellness-focused building science and real-estate company, investor and R&D partner of Naava, focused on the WELL Building Standard and biophilic research — adjacent rather than competing, with explicit collaboration in validating biophilic air purification.
Regional players
- Living Walls Ltd: New Zealand-based living green wall designer and installer serving Australia and the Pacific — comparable product offering to Naava but operating in a different geography with no overlap in target enterprise markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Naava social profiles
Digital presenceNaava financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naava leadership team
Management profileNumber of profiles
Profiles17 records
Naava subsidiaries and ownership
Company hierarchySubsidiaries1 record
Naava funding detail
Funding detailFunding overview
Funding rounds5 records
Investors8 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naava 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 Naava
What does Naava do?
Naava designs, manufactures, and sells smart air-purifying green walls that use NASA-derived biofiltration technology, drawing indoor air through plant roots in a patented soilless substrate so root microbes break down airborne pollutants. Products are sold primarily through a Nature as a Service (NaaS) subscription covering hardware, turnkey installation, biophilic interior design, and ongoing professional plant care with AI-based remote monitoring.
Is Naava a public or private company?
Naava is a private company. It is classified as venture growth investor backed and is currently operating.
When was Naava founded?
Naava was founded in 2011. It employs 51 to 100 people.
Where is Naava based?
Naava is headquartered in Helsinki, Finland, in the Europe region.
How does Naava make money?
Two revenue lines are on record. Nature as a Service (NaaS) Subscription is the primary driver. The others are product Sales with Maintenance.
Who are Naava's main competitors?
Direct peers on record are Biotecture, ANS Global, Ambius, Sagegreenlife, Greenwall Engineering and Plantwall. Broad incumbents are ISS A/S and Sodexo. Delos is listed as an others. Living Walls Ltd is listed as a regional player.
Does Naava have an API?
No public API is recorded for Naava.
What industry is Naava in?
Naava's product category is Biophilic Indoor Air Purification Systems. Its primary akta.pro industry code is IMAHAKAI, Air Quality & Filtration Equipment (IAQ), with a secondary code of IMADANAE, Air Filtration & Indoor Air Quality Components (Filters/UV/ERVs-HRVs). Its NAICS code is 333413 and its SIC code is 3564.