Froglife
Froglife is a UK-registered charity founded in 1989 that focuses exclusively on amphibian and reptile conservation. It serves individual supporters, schools, ecologists, and local authorities through citizen science apps, ecological consulting, training, and habitat corridor projects.
- Company typePrivate
- Founded1989
- HeadquartersPeterborough, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Froglife does
Froglife (The Froglife Trust) is a UK-registered wildlife charity founded in 1989 and headquartered in Peterborough, with a stated mission focused on the conservation of amphibians and reptiles. It is positioned as the only UK-wide charity dedicated exclusively to this taxonomic niche, distinguishing it from broader urban and rural wildlife organizations. The organization operates a distributed program of conservation projects, citizen science engagement, and educational outreach targeting individual supporters, schools and youth audiences, professional ecologists, corporate partners, citizen scientists, and landowners.
The charity's core product surface includes the Dragon Finder App, a citizen science platform for recording amphibian and reptile sightings whose data feeds into the NBN Atlas and supported 30+ research articles in 2025. A commercial arm, Froglife Ecological Services (FES), offers consulting and training on Great Crested Newt licensing and ecological surveying. Product and engagement extensions include a VR Experience for educational outreach and the Green Pathways program serving disadvantaged youth. Strategic partnerships with CJ Wildlife (retail distribution), Sheffield City Council (Sheffield Wetland Corridor, 2018-2020), and Calderdale/local authorities (West Yorkshire Toad Summit, 2020) anchor the organization's local authority and corporate engagement.
Froglife's revenue model is multi-channel and characteristic of a mid-sized UK charity: individual donations (tiers ranging from £1 to £250), membership at £18/year, shop and merchandise sales, training courses, and corporate sponsorship. The organization runs 11-50 employees and operates across multiple UK regions including Scotland, Yorkshire, the Midlands, and London (via the London Blue Chain urban wildlife corridor project). The Coalface to Wildspace initiative replicates the wetland corridor model across new geographies, suggesting a deliberate effort to package and scale the conservation corridor approach.
Froglife firmographics
Firmographics- Name
- Froglife
- Legal name
- The Froglife Trust
- Website
- https://froglife.org
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Froglife is a UK-registered charity founded in 1989 that focuses exclusively on amphibian and reptile conservation. It serves individual supporters, schools, ecologists, and local authorities through citizen science apps, ecological consulting, training, and habitat corridor projects.
- Ownership category
- akta.pro rank
Froglife industry classification
Industry- Product category
- Wildlife Conservation Services
- NAICS
- Environment, Conservation and Wildlife Organizations (813312), Zoos and Botanical Gardens (71213)
- akta.pro primary industry
- Conservation & Human–Wildlife Conflict Mitigation (BPAGAIAI)
- akta.pro secondary industries
- Wildlife Conservation & Species Protection (BPAGAGAB), Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)
Keywords
Where Froglife is headquartered
LocationHeadquarters
- HQ city
- Peterborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Froglife business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Donations: Individual monetary donations ranging from £1 to £250, with Gift Aid option for UK tax payers. Donations fund Froglife's conservation and education work.
- Sponsorship Programs: Sponsorship of specific animals (snakes, newts, lizards, toads, frogs) and habitats (Sponsor A Pond). Prices typically £10-£200. Includes downloadable certificates for sponsors.
- Shop Sales: Sale of educational guides, books, fact sheets, art prints, cards, merchandise, and activity experiences (Reserve Warden For A Day at £100). Products include FSC guides, wildlife books, and branded merchandise.
- Membership (Friends of Froglife): Annual membership program 'Become a Friend' starting from £18/year, providing ongoing engagement and benefits.
- Training Courses: Froglife Ecological Services offers professional training courses including Great Crested Newt Survey licensing courses, reptile surveying, and amphibian habitat management courses at various UK locations.
- Corporate Sponsorship: Corporate sponsorship programs for businesses wanting to support amphibian and reptile conservation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Donations |
| Subscription | Annual | Become a Friend Membership |
| One time/ perpetual license | Pay-as-you-go | Animal Sponsorship |
| One time/ perpetual license | Pay-as-you-go | Habitat Sponsorship |
| Unit Pricing | Pay-as-you-go | FSC Guides and Books |
| Unit Pricing | Pay-as-you-go | Reserve Warden For A Day |
| Freemium | Pay-as-you-go | Dragon Finder App |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Froglife product offering
Product offeringCore offering
Froglife is a UK-wide wildlife charity dedicated to the conservation of amphibians and reptiles (frogs, toads, newts, snakes, and lizards). The organisation delivers habitat creation and restoration, citizen science engagement, education programmes for disadvantaged youth, professional ecological training through its commercial division Froglife Ecological Services (FES), and conservation campaigns such as Toads on Roads. It generates revenue through donations, memberships, sponsorships, merchandise sales, and paid training courses.
Product overview
Froglife is a national wildlife charity focused on amphibian and reptile conservation. Its core digital product is the Dragon Finder App (free mobile app for species identification and citizen science data collection), complemented by Froglife Ecological Services (commercial consulting and training). The organization runs multiple conservation programs including Toads on Roads, habitat improvement projects, and education initiatives like Green Pathways. It also operates an e-commerce shop selling sponsorship packages, educational publications, and merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- Froglife Ecological Services (FES): Ecological consulting services division offering training, surveys, and research for amphibians and reptiles
Quantifiable outcome
- In 2025, data supported over 30 published research articles about reptiles and amphibians
- +2 more outcomes
Companies that use Froglife
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles4 records
Froglife technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature3 records
Froglife partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Calderdale CouncilminorLocal government partner for the West Yorkshire Toad Summit 2020 event, collaborating on toad conservation initiatives.
- Halifax Scientific SocietyminorPartner organization for the West Yorkshire Toad Summit 2020, contributing expertise on toad conservation.
- Amphibian and Reptile Groups UK (ARG-UK)minorNational organization partner for Toad Summit events, supporting toad patrol coordination and conservation.
- Sheffield City Council Ecology TeamcoreJoint partnership on the Sheffield Wetland Corridor project (2018-2020) creating 43 breeding ponds and 4km wildlife corridor. Joint project demonstrating successful conservation collaboration.
- Environment AgencyminorProvided 5,000 young whips (trees) including 25 Black Poplar trees for the Sheffield Wetland Corridor project to ensure Great Crested Newts and Harvest Mice could travel along the corridor.
- National Biodiversity Network (NBN) TrustcoreFroglife is a member of the NBN Trust and shares all species record data with the National Biodiversity Network Atlas. This partnership enables conservation data to be available to charities, researchers, and individuals while protecting recorder privacy.
- CJ WildlifeminorPartnership with Europe's leading garden wildlife specialist. CJ Wildlife provides autumn wildlife tips and offers 10% discount to Froglife supporters using code UKFROG18.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Froglife competitors and assessment
Company assessmentBroad incumbents
- The Wildlife Trusts: UK's largest umbrella of local wildlife charities (46 trusts), operating habitat reserves, education programs, and policy advocacy across all UK wildlife. Wildlife Trusts overlaps with Froglife on amphibian and reptile habitat work but at much broader taxonomic and geographic scale, and is a major competitor for donor and grant funding.
- Royal Society for the Protection of Birds (RSPB): The UK's largest wildlife charity, with overlapping citizen science, education, and reserves work. While focused on birds, RSPB commands the donor mindshare and policy platform Froglife must compete against for UK conservation funding and public attention to wildlife issues.
- Wildfowl & Wetlands Trust (WWT): A UK wetland conservation charity operating visitor-facing reserves and education programs, with overlapping wetland habitat work that directly benefits amphibians (a primary Froglife focus). WWT's larger commercial reserve model is a relevant analogue for Froglife's reserve development and education strategy.
Direct peers
- Bat Conservation Trust: A UK charity centered on a single species group (bats) with a similar operating model of donations, memberships, citizen science, education, and habitat projects. BCT's adoption of citizen science data sharing with national biodiversity networks parallels Froglife's Dragon Finder / NBN Atlas workflow.
- People's Trust for Endangered Species: A UK charity of comparable size dedicated to species conservation, with overlapping urban habitat and species recovery work (including reptile monitoring) and similar grant-funded project delivery. Both charities operate donor-supported conservation programs targeting specific UK species rather than broad biodiversity.
- Amphibian and Reptile Groups UK (ARG-UK): The national forum for UK amphibian and reptile groups is Froglife's closest direct peer, coordinating toad patrols and conservation events (including the West Yorkshire Toad Summit alongside Froglife). Both organizations address identical UK herpetofauna priorities, with ARG-UK focused on volunteer groups and Froglife providing the broader charity infrastructure.
- The Mammal Society: A UK charity of comparable size and structure dedicated to a single taxonomic group (mammals), with similar academic, conservation, and citizen science programs. The Mammal Society operates as a near-analogue in operating model, scale, and species-specific niche positioning.
Emerging players
- Amphibian Survival Alliance: A global partnership dedicated to amphibian conservation, overlapping with Froglife's mandate but operating at international scale rather than UK-specific. Represents the global policy and research counterpart to Froglife's national implementation work.
- Buglife: A UK invertebrate conservation charity of similar scale and operating model to Froglife, combining donor funding, citizen science, and policy advocacy for a specific taxonomic niche. Buglife mirrors Froglife's approach of centering an entire charity around a less-charismatic species group and is the closest analogue in operational structure.
Others
- iNaturalistUK: A global citizen science platform used by UK naturalists including herpetologists to record species observations. Functions as a complement and partial substitute to the Dragon Finder app, sharing data with the NBN Atlas in similar fashion and competing for citizen-scientist attention.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Froglife social profiles
Digital presenceFroglife compliance and trust
Trust signalCompliance1 record
Froglife financial estimates
Financial estimateRevenue estimate
Valuation estimate
Froglife leadership team
Management profileNumber of profiles
Profiles3 records
Froglife subsidiaries and ownership
Company hierarchySubsidiaries1 record
Froglife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Froglife 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 Froglife
What does Froglife do?
Froglife is a UK-wide wildlife charity dedicated to the conservation of amphibians and reptiles (frogs, toads, newts, snakes, and lizards). The organisation delivers habitat creation and restoration, citizen science engagement, education programmes for disadvantaged youth, professional ecological training through its commercial division Froglife Ecological Services (FES), and conservation campaigns such as Toads on Roads. It generates revenue through donations, memberships, sponsorships, merchandise sales, and paid training courses.
Is Froglife a public or private company?
Froglife is a private company. It is currently operating.
When was Froglife founded?
Froglife was founded in 1989. It employs 11 to 50 people.
Where is Froglife based?
Froglife is headquartered in Peterborough, United Kingdom, in the Europe region.
How does Froglife make money?
Six revenue lines are on record. Donations are the primary driver. The others are sponsorship Programs, shop Sales, membership (Friends of Froglife), training Courses and corporate Sponsorship.
Who are Froglife's main competitors?
Broad incumbents on record are The Wildlife Trusts, Royal Society for the Protection of Birds (RSPB) and Wildfowl & Wetlands Trust (WWT). Direct peers are Bat Conservation Trust, People's Trust for Endangered Species, Amphibian and Reptile Groups UK (ARG-UK) and The Mammal Society. Emerging players are Amphibian Survival Alliance and Buglife. iNaturalistUK is listed as an others.
Does Froglife have an API?
No public API is recorded for Froglife.
What industry is Froglife in?
Froglife's product category is Wildlife Conservation Services. Its primary akta.pro industry code is BPAGAIAI, Conservation & Human–Wildlife Conflict Mitigation, with a secondary code of BPAGAGAB, Wildlife Conservation & Species Protection. Its NAICS code is 813312.