10 Percent For the Ocean

What 10 Percent For the Ocean does

10 Percent For the Ocean is a UK-registered charity (England and Wales, charity number 1186488) founded in 2019 that functions as a pooled grant-making vehicle for ocean conservation. The organization channels individual donations and corporate "10% Pledge" commitments into a flexible, unrestricted fund distributed to a network of grassroots marine conservation organizations and research groups spanning more than 27 countries, with 70+ partner organizations cited. Its stated thesis is that ocean causes receive less than 1% of global philanthropic funding despite covering half of the world's oxygen production, and it positions itself as a movement catalyst converting fragmented giving into coordinated investment.

The operating model combines donation aggregation, corporate partnership development, branded merchandise (organic-cotton t-shirts at £22.50), and high-profile content production. The most significant commercial and reputational asset is the co-production of the "Ocean with David Attenborough" feature documentary with Silverback Films, Open Planet Studios, Arksen, Minderoo Pictures, Pristine Seas, the Prince Albert II of Monaco Foundation and others, released globally in cinemas on May 8, 2025 and distributed by Altitude (UK and Ireland) and Piece of Magic Entertainment (international). Complementary initiatives include the Storyteller in Residence program (launched 2023 with Oceanographic Magazine and Arksen), the Host a Screening corporate engagement program, and the Below the Blue photographic exhibition. Underlying technology is a Shopify-based website plus donation and merchandise e-commerce rather than a proprietary software platform.

Revenue mechanics are donation-led: pooled individual contributions, bespoke corporate pledge commitments (structured around a 10% philanthropy threshold with tailored commitments and annual reporting), merchandise sales, and film-related activities including corporate screenings. The organization is led by CEO Carolina Manhusen with founder Jasper Smith (also CEO and Director of Vala Capital) and a small named team of approximately eight people; governance rests with a Board of Trustees and an Investment Committee. No public revenue figures, fundraising totals, or funding rounds are disclosed.

Name

10 Percent For the Ocean

Legal name

10 Percent for the Ocean

Website

https://10percentfortheocean.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

10 Percent For the Ocean is a UK charity founded in 2019 that pools individual donations and corporate "10% Pledge" commitments to fund grassroots ocean conservation organizations across 27+ countries, supplemented by branded merchandise and the co-produced "Ocean with David Attenborough" documentary.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Individual Donations: Pooled donations from individuals worldwide supporting ocean conservation projects, research, and awareness initiatives. Donations are combined into a fund similar to a mutual fund for the ocean.
2. Corporate Pledges: Companies pledge at least 10% of their philanthropy to ocean recovery as part of the 10% Pledge program.
3. Merchandise Sales: Sale of branded merchandise including t-shirts (£22.50) made from organic cotton with reflective detailing, with proceeds supporting ocean conservation.
4. Film Partnership: Co-production of Ocean with David Attenborough documentary with global cinema release to raise awareness and drive funding for marine protection.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

10 Percent for the Ocean is a UK-registered charity that pools donations from individuals and corporate partners and channels them as flexible, unrestricted grants to grassroots ocean conservation organizations worldwide via the Ocean Recovery Network. Beyond grant-making, it produces educational media (notably the co-produced documentary "Ocean with David Attenborough"), runs the Storyteller in Residence visual storytelling initiative, hosts ocean education and corporate screening programs, and sells branded merchandise to support its mission.

Product overview

10 Percent For the Ocean is a charitable foundation organized as a grant-making institution and movement catalyst for ocean conservation. The organization operates a pooled funding model (Ocean Recovery Network) that channels donations to grassroots marine conservation organizations worldwide. The core offerings include the grant-making program supporting over 70 organizations across 27 countries, the Ocean Education initiative featuring the co-produced documentary 'Ocean with David Attenborough' released in May 2025, the Storyteller in Residence program that amplifies ocean voices through visual storytelling, and a merchandise program selling branded apparel. The organization also enables community engagement through a Host a Screening program for the documentary and operates the Below the Blue photographic exhibition.

Differentiator

Problem solved

Functional benefit

Brands

• Storyteller in Residence (SiR): Annual initiative that selects a talented photographer and/or storyteller and connects them with the marine conservation network to amplify voices of the ocean. Partnership with Oceanographic Magazine and Arksen.

Products and services

• Ocean with David Attenborough (Documentary Film) Feature-length documentary exploring ocean ecosystems, threats to marine life, and pathways to ocean recovery, co-produced by 10 Percent for the Ocean and released in cinemas worldwide to raise awareness and drive funding for marine conservation.
• Grant Making Program Catalytic, unrestricted funding program providing flexible grants and all-around support to grassroots marine conservation organizations and researchers on the frontlines of ocean protection.
• Ocean Recovery Network (ORN) Global coalition of local organizations and research groups on the frontlines of marine conservation that receive pooled funding and non-financial support from 10 Percent for the Ocean to drive ocean health initiatives.
• Ocean Education Program Educational and awareness-raising programs that bring people closer to the ocean, including documentary screenings, exhibitions, and educational materials on marine ecosystems and conservation.
• Host a Screening Program Service enabling organizations to host screenings of Ocean with David Attenborough for corporate events, team offsites, boardroom gatherings, and internal events to engage communities in ocean health and climate change discussions.
• Storyteller in Residence (SiR) Annual initiative that selects a photographer and/or storyteller and connects them with the marine conservation network to amplify the voices of the ocean and ocean-dependent communities through visual storytelling.
• 10% for the Ocean Merchandise Branded merchandise program including t-shirts (Logo T-Shirt, Slogan T-Shirt, Swirl T-Shirt, The Facts T-Shirt) made from organic cotton with reflective detailing, sold through the online shop to raise awareness and support ocean conservation funding. Logo T-Shirt priced at £22.50.
• Below the Blue Exhibition Photographic exhibition featuring work from the Storyteller in Residence program, showcased at film festivals and cultural events to raise awareness of ocean conservation.
• Corporate 10% Pledge Program Corporate partnership program inviting companies to pledge at least 10% of their charitable giving to ocean conservation, with a structured engagement process covering goal discussion, tailored commitment, pledge launch, and ongoing partnership with impact reports.

Quantifiable outcome

• If 10% of charitable giving redirected to ocean, enough to end overfishing, restore ecosystems, protect 30% of ocean by 2030
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• Silverback FilmsflagshipStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough documentary. Silverback Films is the production company behind the landmark nature documentary released globally on David Attenborough's 99th birthday.
• ArksenflagshipStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough and ongoing partner. Arksen is a brand focused on ocean exploration vessels with sustainability mission.
• Open Planet StudiosflagshipStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough documentary in association with All3Media International and National Geographic.
• Minderoo PicturescoreStrategic or Co-development Partner · 8 May 2025Co-producer of the Ocean with David Attenborough documentary as part of the production consortium.
• Pristine SeascoreStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough documentary. National Geographic's Pristine Seas initiative works to protect ocean ecosystems.
• The Prince Albert II of Monaco FoundationcoreStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough documentary, supporting ocean conservation efforts.
• Don Quixote FoundationcoreStrategic or Co-development Partner · 8 May 2025Co-producer of the Ocean with David Attenborough documentary.
• Revive Our OceancoreStrategic or Co-development Partner · 8 May 2025Co-producer of Ocean with David Attenborough documentary, part of the ocean conservation coalition.
• Fauna & FloracoreStrategic or Co-development PartnerFeatured as a partner organization working on international conservation.
• Oceanographic MagazinecoreGTM or Marketing PartnerPartner in Storyteller in Residence program, publishing stories from ocean conservation photographers.
• Oceanographic MagazinecoreGTM or Marketing PartnerMedia partner for Storyteller in Residence initiative, featuring content from conservation photographers and storytellers.
• Rome Pigneto Film FestivalminorStrategic or Co-development PartnerCollaborated in June 2024 for 'Below the Blue' photographic exhibition showcasing ocean conservation imagery from Storyteller in Residence program.
• AltitudecoreChannel Partner/ Reseller/ DistributorUK & Ireland theatrical release partner for Ocean with David Attenborough documentary.
• Piece of Magic EntertainmentcoreChannel Partner/ Reseller/ DistributorInternational theatrical release partner for Ocean with David Attenborough documentary across Africa, Australia, Europe, and other territories.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Ocean Foundation: US-based community foundation supporting ocean conservation projects worldwide through grant-making and donor-advised funds — directly comparable as a pooled ocean-philanthropy intermediary.
• Blue Marine Foundation: UK-based ocean conservation charity that pools philanthropic funding and channels grants to marine protection projects globally — the closest structural analogue to 10% for the Ocean's pooled-fund grant-making model.
• Re:wild: Global biodiversity conservation organisation co-founded with National Geographic (overlapping with the Pristine Seas partner) that protects species and ecosystems through grants to local organisations — a close analogue in pooled-fund conservation model.
• Ocean Conservancy: Long-standing US ocean conservation NGO combining advocacy, science, and on-the-ground projects; operates a similar multi-channel engagement and donor model aimed at ocean recovery.
• Coral Reef Alliance: Global coral reef conservation NGO working with local partners to protect reef ecosystems — directly comparable as a marine-grant-making and partner-network organisation with reef restoration projects on the Great Barrier Reef.
• Surfrider Foundation: Grassroots ocean/beach conservation organisation with a large volunteer activist base (cited in the data via partner Surfers Against Sewage) and a similar blend of advocacy, donor mobilisation, and chapter network.

Broad incumbents

• Oceana: The largest international ocean advocacy organisation, running global policy campaigns and field investigations; comparable in mission (ending overfishing, protecting 30% of ocean) but at much larger scale and with a direct-advocacy rather than pooled-grant-making model.
• Fauna & Flora International: Long-established international conservation NGO (and listed partner of 10% for the Ocean) that channels funding to biodiversity projects globally; comparable in pooled-grant-making model and partner network, though broader in scope beyond oceans.

Emerging players

• SeaLegacy: Ocean conservation storytelling organisation producing film and visual content to drive conservation funding — directly comparable to the Storyteller in Residence and documentary-driven awareness model.
• Marine Stewardship Council: International not-for-profit setting standards for sustainable fishing and seafood traceability — overlapping in the end-overfishing and marine ecosystem protection mission space, though via a certification rather than grant-making model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/10-percent-for-the-ocean

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 10 Percent For the Ocean