Trees That Count
Trees That Count is a New Zealand charitable trust that operates a marketplace connecting individual donors and businesses with community-led native forest restoration projects, supporting 830+ projects across Aotearoa through tree donations, gifting, and tiered business funding packages.
- Company typePrivate
- Founded1990
- HeadquartersWellington, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Trees That Count does
Trees That Count is a New Zealand charitable trust (legal entity: Te Rahi o Tāne Trust, CC43133) that operates a marketplace platform connecting individual donors, gift-givers, and businesses with community-led native forest restoration projects across Aotearoa. Originally founded as Project Crimson in 1990 to halt the decline of pōhutukawa and rātā trees, the organisation evolved into the Trees That Count platform in 2016 and now supports 830+ restoration projects led by community groups, iwi and hapū, landholders, and conservation organisations, with 30,000+ individuals and 1,900+ businesses engaged.
The core offering is a web-based donation marketplace plus four tiers of business funding packages — Kākano ($91/month for 7+ trees), Rākau ($494/month for 43+ trees), Tipu ($1,000/month for 100+ trees), and Ngahere ($50,000+/year for bespoke enterprise partnerships with 5,000+ trees annually). Auxiliary products include digital gift certificates ($13/tree), crowd-funding Tree Registries for events, and a CO2 Calculator licensed from Tāne's Tree Trust that estimates 50-year carbon sequestration using native-species allometric equations. The platform is built on standard web infrastructure with Stripe payment processing; the organisation explicitly does not position itself as a technology company.
Revenue is generated through individual donations, corporate gifting, and recurring business subscriptions, all tax-deductible for New Zealand residents. Distribution is direct via the website marketplace and a dedicated business development team for enterprise partnerships; there are no third-party resellers. In 2026, Trees That Count spun out True Nature as a separate entity to offer investment-scale, independently-verified carbon credit partnerships, signalling a strategic extension into the voluntary carbon market while the core trust continues charitable operations.
Trees That Count firmographics
Firmographics- Name
- Trees That Count
- Legal name
- Te Rahi o Tāne Trust
- Website
- https://treesthatcount.co.nz
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Trees That Count is a New Zealand charitable trust that operates a marketplace connecting individual donors and businesses with community-led native forest restoration projects, supporting 830+ projects across Aotearoa through tree donations, gifting, and tiered business funding packages.
- Ownership category
- akta.pro rank
Trees That Count industry classification
Industry- Product category
- Environmental Conservation and Reforestation Services
- NAICS
- Support Activities for Forestry (1153), Support Activities for Forestry (11531)
- SIC
- Services-Membership Organizations (8600)
- akta.pro primary industry
- Forestry & Reforestation (BPAGAGAD)
- akta.pro secondary industries
- Community Forestry & Indigenous Land Stewardship Services (IMAMAJAM), Tree Planting & Transplanting (HSAIADAE)
Keywords
Where Trees That Count is headquartered
LocationHeadquarters
- HQ city
- Wellington
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
Trees That Count business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Individual Donations: One-off or recurring monthly donations from individuals purchasing native trees at $13/tree. Donors can select regions or let Trees That Count allocate to where needed. Tax-deductible for New Zealand residents.
- Business Packages: Tiered monthly/annual subscription packages for businesses funding native trees. Kākano from $91/month (7+ trees), Rākau from $494/month (43+ trees), Tipu from $1,000/month (100+ trees), Ngahere from $50,000/year for bespoke partnerships.
- Tree Gifting: Gift certificates for native trees purchased at $13/tree with digital e-card designs featuring native species. Available for personal occasions (birthdays, weddings, memorials) and corporate gifting.
- Tree Registries: Crowd-funding mechanism where individuals or businesses create registries for events, allowing multiple givers to contribute trees in lieu of traditional gifts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Individual tree donation - $13 per native tree |
| Subscription | Monthly | Kākano - Entry business package from $91/month |
| Subscription | Monthly | Rākau - Growth package from $494/month |
| Subscription | Monthly | Tipu - Scale package from $1,000/month |
| Subscription | Annual | Ngahere - Enterprise partnership from $50,000/year |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels6 records
Trees That Count product offering
Product offeringCore offering
Trees That Count operates a charitable marketplace platform that connects tree donors (individuals and businesses) with native forest restoration projects across Aotearoa New Zealand. The organization facilitates donations starting at $13 per native tree, digital gift certificates for personal occasions and corporate gifting, tree registries for crowd-funded events, and four tiers of business funding packages. Donated trees are matched to 830+ restoration projects led by community groups, iwi, hapū, landholders, and conservation organisations.
Product overview
Trees That Count operates a marketplace platform connecting tree donors (individuals and businesses) with restoration projects across Aotearoa New Zealand. The product portfolio consists of individual donation options (one-off and monthly), gift certificates for occasions, and business funding packages at four tiers (Kākano, Rākau, Tipu, and Ngahere), along with a Tree Registry feature for crowd-funding events. A CO2 Calculator tool (licensed from Tāne's Tree Trust) provides carbon sequestration estimates. True Nature, established in 2026, handles investment-scale carbon credit partnerships separately.
Differentiator
Problem solved
Functional benefit
Products and services
- Individual Donations One-off or monthly donations enabling individuals to fund native trees at $13 per tree. Trees are allocated to restoration projects across Aotearoa with optional region preference. Available for personal donations, honouring loved ones, marking milestones, or taking climate action.
- Gift Certificates Digital e-card gifts of native trees for occasions like birthdays, weddings, and memorials. Features card designs with native plant and wildlife species imagery. Available for personal occasions and corporate gifting at $13 per tree.
- Tree Registries Crowd-funding mechanism allowing individuals or businesses to create registries for events (weddings, memorials, milestones) to collect tree donations from guests and supporters in lieu of traditional gifts.
- Kākano Package Entry-level business funding package enabling 7+ native trees per month ($91/month). Includes region selection, restoration project updates, marketing assets, and a shareable profile page with live data. Designed for businesses starting their sustainability journey.
- Rākau Package Mid-tier business funding package enabling 43+ native trees per month ($494/month). Includes 12% discount on per-tree pricing ($11.50/tree), region selection, project updates, and marketing assets.
- Tipu Package Premium business funding package enabling 100+ native trees per month ($1,000/month). Includes 23% discount on per-tree pricing ($10/tree), project selection, customized impact reporting, co-branded marketing assets, and planting event access.
- Ngahere Package Custom enterprise partnership starting at $50,000/year designed around unique business objectives. Includes 5,000+ native trees annually, bespoke impact reporting, specific project/outcome selection, planting events, and co-branded assets. Pricing confirmed during partnership design.
- Tree Planting Partnership Program Program connecting restoration projects with funding, supporting projects led by farmers, iwi, conservation organisations, and community groups. Projects must plant at least 500 native plants per season to qualify.
- True Nature Separate entity established in 2026 to enable investment-scale partnerships for carbon credits and nature-based solutions. Delivers independently-verified carbon credits with biodiversity, climate, and community benefits, built on Trees That Count's foundation of relationships, ecological expertise, and 35+ years of learning.
Quantifiable outcome
- Trees planted support 10.2 tCO₂e removal over 50 years per 46 trees funded
- +4 more outcomes
Companies that use Trees That Count
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles3 records
Trees That Count technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Trees That Count partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, strategic and minor.
- True NaturecoreEstablished in 2026 to enable investment-scale partnerships for carbon credits and nature-based solutions. Built on Trees That Count's foundation of relationships, ecological expertise, and 35+ years of learning. Delivers independently-verified carbon credits with biodiversity, climate, and community benefits.
- Tāne's Tree TrustcoreLicences the CO2 Calculator to Trees That Count for carbon sequestration estimation. Provides technical expertise in native tree growth models and allometric equations specific to New Zealand species.
- Department of ConservationstrategicGovernment conservation agency working alongside Trees That Count. Projects often operate in partnership with DOC initiatives.
- Predator Free New ZealandstrategicNGO initiative Trees That Count partners with to support predator control alongside tree planting for comprehensive ecosystem restoration.
- QEII National TruststrategicTrust protecting New Zealand's natural and cultural heritage through covenants. Projects like Summit Road Society are covenanted with QEII for permanent protection.
- Save the KiwiminorNGO working to protect kiwi habitat. Trees That Count projects support predator control and habitat restoration benefiting kiwi populations.
- Air New Zealand Environment TruststrategicTrust funded by Air New Zealand supporting environmental projects. Partner with Trees That Count for native forest restoration, including Mangarara Station.
- Nature ConservancystrategicInternational conservation organisation partnering with Trees That Count on projects like Hawkes Bay Regional Council's "Right Tree, Right Place" initiative.
- Simplicity FoundationstrategicFunds a native tree for every new KiwiSaver member and one tree per week for every Simplicity living apartment rented. Long-term Ngahere-level partner.
- BupastrategicThrough Healthy Cities programme, supports urban native tree planting with volunteer engagement, proximity to residents, and public access tracking.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Trees That Count competitors and assessment
Company assessmentDirect peers
- One Tree Planted: Nonprofit that funds reforestation globally through individual and corporate donations with a comparable tiered business-partnership model. Closest direct analog in mission, audience, and GTM motion.
- Tree-Nation: Online platform for individuals and businesses to plant trees in reforestation projects worldwide. Comparable as a tree-gifting and donation marketplace with corporate partnership offerings.
- Eden Reforestation Projects: Nonprofit employing local communities to plant trees at landscape scale across multiple countries. Comparable as a donor-funded restoration NGO with project networks, though focused on employment-led model.
- Veritree: Nature-based restoration platform connecting businesses and donors with verified planting projects using blockchain-backed traceability. Direct peer given shared focus on tech-enabled tree-funding marketplaces.
- WeForest: International nonprofit funding landscape-scale reforestation through corporate partnerships and science-based projects. Directly comparable donor- and partner-funded restoration model.
Regional players
- Project Crimson Trust: Predecessor entity of Trees That Count (founded 1990), still operating to protect pōhutukawa and rātā. Closest institutional peer and direct organizational ancestor, sharing staff history and donor base.
- Native Forest Restoration Trust (NZ): NZ-focused native forest restoration charity protecting and replanting native bush. Direct regional peer operating within the same ecosystem of donors, iwi partners, and government conservation agencies.
Broad incumbents
- South Pole Group: Global climate solutions provider offering verified carbon credits and nature-based project development. Broader incumbent competing for corporate sustainability budgets alongside TTC and True Nature.
- Ecosia: Search engine that uses profits to fund tree-planting projects globally. Broader incumbent in the consumer-facing tree-funding space though monetized through search rather than direct donations.
Emerging players
- Pachama: Technology-enabled marketplace for nature-based carbon credits connecting corporate buyers with reforestation projects. Comparable as the higher-tech, verification-led counterpart to TTC's donation model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Trees That Count social profiles
Digital presenceTrees That Count compliance and trust
Trust signalCompliance2 records
Trees That Count financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trees That Count leadership team
Management profileNumber of profiles
Profiles9 records
Trees That Count funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trees That Count 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 Trees That Count
What does Trees That Count do?
Trees That Count operates a charitable marketplace platform that connects tree donors (individuals and businesses) with native forest restoration projects across Aotearoa New Zealand. The organization facilitates donations starting at $13 per native tree, digital gift certificates for personal occasions and corporate gifting, tree registries for crowd-funded events, and four tiers of business funding packages. Donated trees are matched to 830+ restoration projects led by community groups, iwi, hapū, landholders, and conservation organisations.
Is Trees That Count a public or private company?
Trees That Count is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Trees That Count founded?
Trees That Count was founded in 1990. It employs 11 to 50 people.
Where is Trees That Count based?
Trees That Count is headquartered in Wellington, New Zealand, in the Oceania region.
How does Trees That Count make money?
Four revenue lines are on record. Individual Donations are the primary driver. The others are business Packages, tree Gifting and tree Registries.
Who are Trees That Count's main competitors?
Direct peers on record are One Tree Planted, Tree-Nation, Eden Reforestation Projects, Veritree and WeForest. Regional players are Project Crimson Trust and Native Forest Restoration Trust (NZ). Broad incumbents are South Pole Group and Ecosia. Pachama is listed as an emerging player.
Does Trees That Count have an API?
No public API is recorded for Trees That Count.
What industry is Trees That Count in?
Trees That Count's product category is Environmental Conservation and Reforestation Services. Its primary akta.pro industry code is BPAGAGAD, Forestry & Reforestation, with a secondary code of IMAMAJAM, Community Forestry & Indigenous Land Stewardship Services. Its NAICS code is 1153 and its SIC code is 8600.