U-Earth
U-Earth Biotech Ltd is a London-based biotech company that provides nature-based air purification as a subscription ('Clean Air as a Service') to enterprises, targeting corporate offices, healthcare, sports, real estate and hospitality markets via its Pure Air Zone ecosystem.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What U-Earth does
U-Earth Biotech Ltd is a privately-held UK biotech company headquartered at 172 Fulham Road, London (with an Italian office in Milan) that develops and delivers nature-based air purification under the Pure Air Zone brand. Its core technology is the patented AIRcel bioreactor, which the company describes as digesting air pollutants analogously to a concentrated forest, complemented by SensorX real-time monitoring, a 222nm U-Lamp for crowded indoor spaces, and the PAZ Dashboard for cloud-based reporting. The product portfolio is unified under a 'Clean Air as a Service' subscription: customers pay a monthly fee for a fully serviced suite of plug-and-play devices, with installation, maintenance, monitoring and ESG reporting bundled in and no upfront capital outlay.
The company sells primarily to B2B enterprises — corporate offices, healthcare facilities, sports organisations, real estate and hospitality operators — and supplements direct enterprise sales with a channel partner program targeting facility managers, sustainability advisors and co-working providers. Personal protection is sold via the U-Mask consumer product and (RED)/Global Fund collaborations. Marketing is anchored on event activations with Formula 1 teams, SailGP, FIA, UEFA, UNICEF Italy and major sustainability forums, plus earned media across CNBC, Bloomberg, Discovery, and Italian outlets. The company's differentiators include a 47-patent portfolio (28 granted), compatibility with WELL/LEED/RESET/LBC certifications, and the Impact Factor algorithm, an AI-powered ESG-scoring tool developed with IAIA that translates pollution destruction into a GRI-compliant material score.
Operationally, U-Earth is small (headcount band 11–50), founder-led by CEO Betta Maggio, with no disclosed institutional funding beyond a 2018 iStarter round and no public revenue figures. Geographic footprint spans the UK, Italy, Singapore (via GSIC) and the UAE, with global claim supported by event activations worldwide.
U-Earth firmographics
Firmographics- Name
- U-Earth
- Legal name
- U-Earth Biotech Ltd
- Website
- https://u-earth.eu
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- U-Earth Biotech Ltd is a London-based biotech company that provides nature-based air purification as a subscription ('Clean Air as a Service') to enterprises, targeting corporate offices, healthcare, sports, real estate and hospitality markets via its Pure Air Zone ecosystem.
- Ownership category
- akta.pro rank
U-Earth industry classification
Industry- NAICS
- Industrial and Commercial Fan and Blower and Air Purification Equipment Manufacturing (333413), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)
- SIC
- Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)
- akta.pro primary industry
- Indoor Air Quality (IAQ) Environmental Monitoring (VOC/CO2/PM2.5) (HSAHAGAG)
- akta.pro secondary industry
- Smart Air Quality Sensors, Purifiers & Humidifier/Dehumidifier Integration (HSAOANAH)
Keywords
Where U-Earth is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
U-Earth business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Supply Chain
Revenue model
- Pure Air Zone (PAZ) Subscription / Clean Air as a Service: Monthly fee rental model for a suite of patented air purification devices managed by air quality specialists; fully serviced with no upfront investment; includes installation, monitoring, reporting, and ongoing support; targeted at B2B organizations
- U-Mask Product Sales: Sale of personal air pollution face masks and related consumables; includes charity-branded variants (U-Mask RED partnership with Product RED generating €230K in donations)
- Site-Specific Custom Projects: Custom air quality solutions tailored to specific business needs across different environments; plug-and-play devices with flexible integration
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription model with full service |
| Subscription | Pay-as-you-go | Custom site-specific project evaluation |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
U-Earth product offering
Product offeringCore offering
U-Earth provides a Pure Air Zone biotech ecosystem that combines patented AIRcel bioreactors, SensorX air monitors, U-Lamp UV devices, and the PAZ cloud dashboard into a fully serviced "Clean Air as a Service" subscription for businesses. The company also sells U-Mask personal protection masks and related consumer products through its e-commerce storefront.
Product overview
U-Earth offers the Pure Air Zone Ecosystem, a nature-based air purification platform combining multiple interconnected products. The core technology is AIRcel, a patented bioreactor that digests air pollutants. This is supported by SensorX for real-time air monitoring and the PAZ Dashboard for cloud-based reporting and compliance tracking. U-Lamp provides UV-based aerosol purification for crowded spaces, while U-Mask offers personal respiratory protection. The Pure Air Zone App enables community engagement, air quality tracking, and access to the network of certified Pure Air Zone locations. The company operates on a clean air as a service (CaaS) subscription model.
Differentiator
Problem solved
Functional benefit
Brands
- AIRcel: Core patented air purification bioreactor technology that digests pollutants like a concentrated forest.
- U-Mask
- SensorX
- U-Lamp
- PAZ Dashboard
- Pure Air Zone App (U-App)
- Impact Factor
- Hyper Health
Quantifiable outcome
- 35% reduction in absence rates achievable with healthier air environment
- +5 more outcomes
Companies that use U-Earth
Customer profileNamed customers32 records
Segments6 records
Ideal customer profiles4 records
U-Earth technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
U-Earth partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, major and minor.
- UNICEF Italy HeadquarterscoreUNICEF HQ in Rome became a Pure Air Zone in December 2022. The objective of the partnership is to generate awareness on air quality in schools and show the impact on both children and the planet's wellbeing. Activation includes projects designed by U-Earth and UNICEF alongside PAZ installations in schools.
- The Economist ImpactmajorEconomist Countdown to COP27 event (October 3-6, 2022) in London and virtually. During the physical edition, the conference area was turned into Pure Air Zone. Hundreds of experts and thousands of guests gathered for practical ideas on sustainability.
- World Football SummitmajorWorld Football Summit is where football industry's leading stakeholders meet. During the 2022 edition in Sevilla, conference areas were turned into Pure Air Zones. Betta Maggio (U-Earth CEO) interviewed Michele Uva (UEFA Director of Football and Social Responsibility) on sustainability panel.
- Reset ConnectmajorUK's leading sustainability and net zero event held in London in 2022 and 2023. Both editions' conference areas were set up as Pure Air Zones. Reset Connect is a platform for meeting fund managers, innovations and new tech to support sustainability strategies.
- San Raffaele Hospital, San Giuseppe Hospital, Sesto San Giovanni Hospital (Milan)core#WarToCovid charity campaign 2020-2021. Part of U-Mask sales profits used to create Pure Air Zones within 3 Milan hospitals: San Raffaele (ER/COVID wards, March 2020), San Giuseppe (Obstetrics/ER/canteen, April 2020), Sesto San Giovanni (COVID dialysis/visiting rooms, April 2020).
- FIA (Fédération Internationale de l'Automobile)coreU-Earth established a Pure Air Zone at the 2021 Annual General Assembly in Paris with 45 biotech air purifiers providing clean air throughout the week-long event. Custom U-Masks were provided for all 2022 AGA attendees. FIA has represented the interests of motoring organisations since 1904.
- SailGPcorePure Air Zone bioreactors have kept SailGP's hospitality lounge guests and athletes safe since Season 2 (2021/22). SailGP's London Headquarters became a Pure Air Zone. U-Mask accompanied sailors and operational teams while racing around the world. SailGP's 'Purpose & Impact' report has included the impact of these choices, with U-Mask's contribution quantified through a CFE calculation.
- GSIC powered by MicrosoftcoreGlobal Sports Innovation Centre powered by Microsoft. Both Singapore and Madrid offices are Pure Air Zones. Activation included PAZ at GSIC's 2022 APAC Summit in Singapore. U-Earth's social contribution focused on the importance of air quality management for the sports industry through educational programs.
- CHLOE' (Fashion Brand)minorCustom design U-Mask ordered by CHLOE' to be sold on their website. Proceeds were donated to charity.
- Williams RacingcoreWilliams HQ implemented Pure Air Zone for sustainability, health and research goals. A Scientific Research Project addressing specific contaminants in the factory has been ongoing since 2020. U-Mask was included in Williams official team kit and offered to VIP guests during both 2020/21 and 2021/22 seasons.
- McLaren F1coreWE RACE AS ONE U-Mask partnership contributed over €1 million donated by McLaren to the respective Foundation. U-Mask's impact, quantified by its CFE, further supported community engagement. Focus on addressing athlete safety and spreading awareness against racism, inequality and COVID-19 effects.
- (RED) / Product REDcorePartnership since October 2020 created U-Mask RED. Since 2006, Product RED has generated over $760 million towards Global Fund's fight to end AIDS. Sales of U-Mask RED generated donations of €230K.
- FIGC (Italian Football Federation)majorFIGC installed U-Earth Pure Air Zone purifiers to support the national team's health and performance while training for 2020/21 season. Fundraising project with customized U-Masks on figc.it website to help #èilnostrodovere campaign in collaboration with LAPS Foundation.
- Italian Navy (Nastro Rosa Championship)minorItalian Navy sponsored sailing championship (Nastro Rosa). U-Earth's Pure Air Zone project shares important values with sailing: technology, respect for nature, continuous improvement. Quote from Riccardo Simoneschi, General Prosecutor SSI Sport and Events.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
U-Earth competitors and assessment
Company assessmentDirect peers
- IQAir: Swiss-based premium air purification company offering commercial and residential HEPA/activated-carbon systems with sensor-based monitoring, most comparable in B2B positioning and the combination of hardware plus air quality data.
- Molekule: US air purifier company built around proprietary PECO (photoelectrochemical oxidation) technology, the closest analogue to U-Earth's nature-based novel purification approach with premium B2B/B2C positioning.
- Blueair: Premium air purifier brand (now part of Unilever) with strong commercial and consumer footprint, a direct competitor in offices, hospitality, and indoor air quality use cases.
- Smart Air: Affordable HEPA-based air purifier company with strong B2B and B2C channels in China and globally, similar mission-driven branding around clean air as a public health issue.
- Alen Corporation: US-based air purifier company with B2B and B2C focus, comparable in offering premium indoor air purification with branding emphasis on health and wellness benefits.
Broad incumbents
- Dyson: Global consumer technology company with a substantial air purifier line (including HEPA+activated carbon models with app connectivity), competing in indoor air quality as part of a much broader product portfolio.
- Camfil: Swedish clean air solutions provider focused on commercial and industrial air filtration, comparable in targeting facilities and integrating with HVAC systems for indoor air quality.
- Honeywell Building Technologies: Major incumbent in building automation and air quality solutions, with indoor air quality as part of a much wider portfolio of HVAC controls, sensors, and management platforms.
Emerging players
- Awair: Indoor air quality monitoring company with smart sensors and cloud dashboard for offices and homes, overlapping with U-Earth's SensorX and PAZ Dashboard components.
- uHoo: Smart indoor air quality monitor with cloud platform, focused on enterprise and healthy-building certifications, comparable to U-Earth's monitoring and reporting layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
U-Earth social profiles
Digital presenceU-Earth financial estimates
Financial estimateRevenue estimate
Valuation estimate
U-Earth leadership team
Management profileNumber of profiles
U-Earth funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
U-Earth 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 U-Earth
What does U-Earth do?
U-Earth provides a Pure Air Zone biotech ecosystem that combines patented AIRcel bioreactors, SensorX air monitors, U-Lamp UV devices, and the PAZ cloud dashboard into a fully serviced "Clean Air as a Service" subscription for businesses. The company also sells U-Mask personal protection masks and related consumer products through its e-commerce storefront.
Is U-Earth a public or private company?
U-Earth is a private company. It is currently operating.
When was U-Earth founded?
U-Earth was founded in 2018. It employs 11 to 50 people.
Where is U-Earth based?
U-Earth is headquartered in London, United Kingdom, in the Europe region.
How does U-Earth make money?
Three revenue lines are on record. Pure Air Zone (PAZ) Subscription / Clean Air as a Service is the primary driver. The others are U-Mask Product Sales and site-Specific Custom Projects.
Who are U-Earth's main competitors?
Direct peers on record are IQAir, Molekule, Blueair, Smart Air and Alen Corporation. Broad incumbents are Dyson, Camfil and Honeywell Building Technologies. Emerging players are Awair and uHoo.
Does U-Earth have an API?
No public API is recorded for U-Earth.
What industry is U-Earth in?
Its primary akta.pro industry code is HSAHAGAG, Indoor Air Quality (IAQ) Environmental Monitoring (VOC/CO2/PM2.5), with a secondary code of HSAOANAH, Smart Air Quality Sensors, Purifiers & Humidifier/Dehumidifier Integration. Its NAICS code is 333413 and its SIC code is 3564.