NaturVention

What NaturVention does

NaturVention (operating as Naava) is a Finland-based, privately-held provider of biophilic green interior solutions for B2B customers, founded in 2012 and headquartered in Helsinki. The company's offering spans living green walls, soil-free indoor plants, maintenance-free moss walls, plant furniture/room dividers, and a "Naava Oasis" modular divider line, supported by in-house green interior design services, turnkey installation, and an ongoing subscription-based plant care service branded as Naava Service. The core technology combines horticultural expertise with automation and data-based smart monitoring to maintain plant health with minimal customer effort, delivering an NPS of 83 across more than 1,000 B2B customers.

The business is a single-fee monthly subscription ("Nature as a Service") bundling design consultation, hardware, installation, smart monitoring, and ongoing maintenance, with a refurbished-unit option and a product refresh-and-reuse cycle at contract end. The company sells directly to enterprises in Finland and Sweden through a consultative field-sales motion beginning with a free design consultation and 3D visualizations, while serving customers in 14 additional countries through a partner/reseller channel; visible reference customers include F-Secure, Finance Finland, Zurich Insurance, AstraZeneca, Swappie, Svea Bank, Svenska Spel, Muji, WithSecure, and Aspa. Founded by CEO Aki Soudunsaari and CTO Niko Järvinen, with Christian Aspegren as chairman, NaturVention has raised at least one disclosed seed round (~$1.49M in July 2014 led by Sitra with Butterfly Ventures and Oy Hammaren & Co Ab), and operates at a headcount of 11–50 employees.

Name

NaturVention

Legal name

Naava

Website

https://naturvention.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

NaturVention (Naava) is a Finland-based B2B provider of subscription-based green interior solutions — green walls, moss walls, potted plants, and room dividers — bundled with design, installation, and ongoing plant-care maintenance for corporate offices across 16 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Jyväskylä

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D

Revenue model

1. Green Interiors Subscription: Full-service greenery solution bundled under a monthly subscription covering design, products (green walls, potted plants, moss walls, plant furniture), installation, and ongoing maintenance. All components (design, products, maintenance, and smart monitoring) are included in one monthly fee. At contract end, products are refreshed and reused to ensure sustainability.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Naava (NaturVention) provides full-service green interior solutions for B2B customers, supplying living green walls, soil-free indoor plants, maintenance-free moss walls, and plant furniture/room dividers, bundled with biophilic interior design, turnkey installation, and ongoing plant maintenance (Naava Service) under a single monthly subscription ("Nature as a Service"). The offering targets corporate offices and commercial spaces, removes plant-care burden from clients, and is supported by smart monitoring and a sustainability loop that refreshes and reuses products at contract end.

Product overview

Naava is a full-service green interior solutions provider offering a comprehensive portfolio of living plant products and professional services. The core product portfolio includes Green Walls (living walls that freshen indoor air and serve as space dividers), Indoor Plants (soil-free potted plants and planters), Moss Walls (maintenance-free decorative installations), Plant Furniture (movable dividers with work surfaces), and Room Dividers. These products are offered alongside professional services including Green Interior Design (custom floor plans with optional 3D visualizations), Turnkey Installation, and Naava Service (ongoing maintenance with trimming, nutrients, plant replacements, and technical upkeep). The company operates on a subscription model, bundling design, products, maintenance, and smart monitoring into a single monthly fee. The offering is characterized as 'Nature as a Service,' combining horticultural expertise with automation and data monitoring to deliver effortless greenery solutions primarily for B2B customers in offices and commercial spaces across 16 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Green Walls Living green walls that naturally freshen indoor air and function as space dividers; incorporate soil-free plants and serve as functional architectural elements for offices and commercial spaces.
• Indoor Plants (Potted Plants) Soil-free indoor plants available in pots and planters, designed to bring nature into office and commercial spaces with minimal maintenance requirements.
• Moss Walls Maintenance-free decorative moss walls created to measure, tailored to suit specific spaces and brand identities; striking visual elements that require no watering or special care.
• Room Dividers (Naava Oasis) Green wall solutions specifically designed as room dividers to create natural separation in open-plan office spaces while maintaining visual openness.
• Naava Service (Plant Maintenance) Full-service plant maintenance including trimming, nutrients, plant replacements, and technical upkeep, powered by horticultural expertise combined with automation and data.
• Green Interior Design Service Custom floor plans and layout concepts created by interior architects, with optional 3D visualizations, to help clients envision the final green interior result.
• Turnkey Installation Delivery and professional installation of greenery solutions, ensuring everything works flawlessly and looks great from day one.
• Green Interiors Subscription (Nature as a Service) Monthly subscription plan that bundles design, products, installation, and ongoing maintenance with smart monitoring into a single fee for hassle-free green interiors; at contract end, products are refreshed and reused.

Quantifiable outcome

• 5,000+ green walls sold since 2012
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Local Partners (International)minorChannel Partner/ Reseller/ DistributorFor customers located outside Finland and Sweden, Naava forwards inquiries to local partner companies who handle design, installation, and ongoing service delivery. This partner network enables international reach beyond Naava's direct operational markets.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ambius: Ambius is a global provider of interior landscaping, plant rental, and workspace greenery services to B2B customers. It is the most direct competitor to Naava, with an analogous service-plus-subscription model, similar enterprise customer base, and broader international footprint (40+ countries).
• Planteria: Planteria is a UK-based indoor plant rental, installation, and biophilic design company serving corporate and commercial customers. It mirrors Naava's end-to-end 'plants as a service' model with design, supply, and ongoing maintenance bundled into recurring contracts.
• Greenleaf Interior Plant Services: Greenleaf is a North American indoor plant services firm offering plant rental, living walls, and interior plant maintenance to corporate clients. It competes in the same biophilic workplace category as Naava with a subscription-style maintenance offering.

Emerging players

• Vitarooms: Vitarooms designs and installs biophilic green walls and moss walls for offices and commercial spaces in Northern Europe. It overlaps with Naava's product portfolio and target customer base but is more product-focused and lacks the full subscription service layer.
• Mobilane LivePanel: Mobilane's LivePanel is a modular green wall system sold as a product to installers and end customers. It competes with Naava's green wall offering at the product layer and is a relevant comparable for the technology-enabled living wall category.

Broad incumbents

• Sodexo: Sodexo is a global facilities management and workplace services company whose offerings include workspace design and well-being services for enterprise clients. While not specializing in biophilic design, Sodexo is a comparable for enterprise workplace subscription services and could be a bundling partner or competitor.
• ISS A/S: ISS is a global facility services provider offering workplace experience, cleaning, and support services to enterprise customers across Europe and globally. It is a comparable for the subscription-based, multi-country workplace services model that Naava aspires to scale.
• BrightView Holdings: BrightView is a large North American commercial landscaping services company with an interior plant care segment. It is a comparable for the broader commercial landscaping and plant maintenance services category, though its primary focus is outdoor.

Regional players

• Natura Design: Natura Design is an Italian provider of indoor green design, green walls, and plant rental for corporate spaces. It is a comparable in the Mediterranean market for the biophilic interior design subscription offering, though primarily regional rather than international.

Others

• interface (Interface, Inc.): Interface is a global commercial flooring manufacturer with a sustainability-led mission and biophilic design partnerships targeting corporate workspaces. It is thematically comparable to Naava as an enterprise sustainability/wellbeing brand, though its core product (flooring) is distinct.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/NaturVention
• Facebookfacebook.com/info
• LinkedInlinkedin.com/company/naturvention

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors3 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 NaturVention