What 30x30 UK does

30x30 UK is a UK-domiciled Community Interest Company (legal name: 30x30 United Kingdom CIC) founded in 2022 to operationalize the UK's pledge to protect 30% of its land and sea for nature by 2030 (the "30by30" commitment). The organization serves UK businesses and individuals through four business-facing products: the Groundwork platform, a UK-wide nature-volunteering booking and ESG impact-tracking product with free individual access and £30–80 per-person bespoke team days; 30x30 RESTORE Units, third-party-verified nature credits each representing 30m² of UK ecological restoration monitored over 12 months and aligned with TNFD/CSRD frameworks; the Resilience service, which delivers nature-based flood, drought, water-pollution, and soil-erosion mitigation for businesses with at-risk physical assets, in partnership with Rebalance Earth; and the Media in Service of Nature initiative, which channels a portion of advertising spend toward UK nature recovery and was originally co-founded with MGOMD and giffgaff as the 'UpToGood' fund in 2023 before scaling to 20+ companies. A consumer-facing Make a Metre Matter campaign, run with Gardener's World, extends reach to individual gardeners, and the 30x30 UK Map is positioned as the first publicly accessible real-time tracking tool for the 30by30 target, aggregating data from statutory bodies and private projects across 36 million hectares.

Underlying technology comprises a digital platform ecosystem rather than a single product. The 30x30 UK Map aggregates designated-area and ecological-condition data into a national baseline distinguishing effectively managed (Purple) from failing (Pink) sites. Groundwork centralizes hundreds of UK volunteering opportunities with real-time ESG dashboards, standards-aligned exports, and impact tracking across up to 20 metrics. RESTORE Units incorporate 20-year management plans with third-party verification and ecological-uplift reporting. Pricing combines a freemium Groundwork tier, unit-priced bespoke team days, annual RESTORE Unit subscriptions, custom-quoted Resilience engagements, and partner-distributed Media in Service of Nature flows. Distribution runs through self-serve digital channels, direct enterprise sales, and partnerships spanning policy (DEFRA), ecology (Restore), investment management (Rebalance Earth), climate platforms (Ecologi), tech-sector mobilization (techUK), media (MGOMD, giffgaff, Gardener's World), and community events (People, Planet, Pint).

30x30 UK is led by CEO Nicky O'Malley (formerly Head of Strategic Partnerships at the RSPB and founder of Standing for Our Future) and COO Elliot Coad (former founder of Ecologi). The organization is privately held as a non-profit CIC with no parent, no disclosed funding rounds, and no disclosed revenue or headcount; the 2025 Impact Report is branded as "Our First Year." The organization is operationally active, serves only the United Kingdom, and reported 1,000+ businesses engaged, 12 strategic partnerships, 45 events, 382 restoration projects mapped, and 3,000+ LinkedIn followers in 2025.

Name

30x30 UK

Legal name

30x30 United Kingdom CIC

Website

https://30x30.org.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

30x30 UK is a UK-based Community Interest Company that helps businesses and individuals deliver the UK's 30by30 pledge (protecting 30% of land and sea by 2030) through volunteering platforms, verified nature credits, nature-based risk mitigation, and consumer gardening campaigns.

Ownership category

akta.pro rank

Product category

Nature Conservation Services

NAICS

Environmental Consulting Services (54162), Environment, Conservation and Wildlife Organizations (813312), Administration of Conservation Programs (92412)

SIC

Services-Commercial Physical & Biological Research (8731)

akta.pro primary industry

Avoided Conversion & Ecosystem Protection (REDD+, Blue Carbon Conservation) (EUABABAC)

akta.pro secondary industries

Nature, Biodiversity & Ecosystem Conservation (BPADALAE), Sustainability Engagement, Training & Behavior Change Programs (On-site) (BPABALAK), Regenerative Agriculture & Soil Organic Carbon (SOC) (EUABABAE)

Keywords

• Nature conservation services
• Biodiversity restoration credits
• Volunteer engagement platform
• Environmental risk consulting
• ESG reporting solutions

Headquarters

HQ city

Beaminster

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Groundwork Platform: Nature volunteering platform providing team booking services. Individual access is free; bespoke team days priced at £30-80 per person. The platform connects businesses with conservation projects across the UK, enabling team-building and social value commitments.
2. 30x30 RESTORE Units: High-integrity nature credits sold to businesses for UK ecological restoration. Each unit represents 30m² of restoration managed and monitored for 12 months. Priced annually to fit corporate budgeting cycles. Third-party verified and aligned with TNFD/CSRD frameworks.
3. Resilience Services: Nature-based solutions for business risk management including flood mitigation, drought protection, water pollution prevention, and soil erosion control. Partnership with Rebalance Earth provides specialist investment management services.
4. Media in Service of Nature: Advertising revenue redirection initiative where brands allocate a portion of ad spend (as small as 0.1%) to UK nature recovery. Initially formed as 'UpToGood' fund in 2023, now supports over 20 major companies in funding conservation efforts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

30x30 UK operates a suite of nature conservation platforms and services to help deliver the UK's 30by30 commitment (protect 30% of land and sea for nature by 2030). Its core offerings include the Groundwork volunteering and ESG engagement platform, 30x30 RESTORE Units (third-party verified nature credits representing 30m² of UK ecological restoration), Resilience nature-based solutions for business climate risk mitigation, the 30x30 UK Map (real-time progress tracking tool), and the Media in Service of Nature initiative that redirects advertising spend to UK nature recovery.

Differentiator

Problem solved

Functional benefit

Brands

• Groundwork: Platform for nature volunteering for teams and clients, providing a single gateway to nature volunteering opportunities nationwide with impact tracking.
• 30x30 RESTORE Units
• 30x30 UK Map
• Media in Service of Nature

Products and services

• Groundwork All-in-one nature volunteering and team engagement platform that connects UK businesses with hundreds of conservation project opportunities. Includes free individual access, paid bespoke team days, concierge team booking, real-time ESG dashboards, standards-aligned exports, and trackable ROI for up to 20 metrics. Designed for team-building, CSR/volunteering days, client entertainment, ESG reporting, and social value commitments.
• 30x30 RESTORE Units Science-led, third-party verified nature credits representing 30m² of UK ecological restoration, delivered and monitored over 12 months. Each unit funds defined restoration activity with open reporting through 20-year management plans and ecological uplift reporting. Designed to align with TNFD and CSRD disclosure frameworks. Available in scalable bundles from pilot programmes to full corporate portfolios, with annual pricing aligned to corporate budgeting cycles.
• Resilience

Quantifiable outcome

• £3-9 avoided damage per £1 invested in natural flood management
• +3 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MGOMDcoreStrategic or Co-development Partner · 1 January 2023Initially co-founded 'UpToGood' fund in 2023 with giffgaff, now evolved into Media in Service of Nature initiative. Catalyzes flow of funding for UK nature recovery from advertising industry.
• giffgaffcoreStrategic or Co-development Partner · 1 January 2023Initially co-founded 'UpToGood' fund in 2023 with MGOMD. CMO Georgina Bramall actively advocates for nature-positive advertising. Key partner in Media in Service of Nature with 20+ major companies now supporting.
• DEFRAcoreStrategic or Co-development PartnerMilestone DEFRA partnership signals government trust in 30x30 UK's role. Together they work to align assessment criteria, support clarity for land managers, and develop approaches that unlock private finance and incentivise nature recovery. Partnership strengthens UK's 30by30 commitment ensuring efforts are joined-up across government, business, and civil society.
• RestorecoreStrategic or Co-development PartnerScience-led partnership creating 30x30 RESTORE Units. Restore's team of ecologists deliver every project with open reporting and measurable ecological outcomes. 20-year management plans ensure long-term nature recovery aligned with UK's 30by30 goal.
• Rebalance EarthcoreStrategic or Co-development PartnerUK-based boutique asset manager that restores nature to generate ecosystem services. Partnership provides specialist investment management bridging gap between companies, investors, and communities to fund nature-based solutions for Resilience services.
• People, Planet, PintminorGTM or Marketing PartnerPartnership to turn conversations into action for nature. Creating new gateway for 'In Conversation with 30x30 UK' events to spark ideas, raise awareness, and collaborate on growing the 30by30 movement. Planned for early 2026.
• techUKminorStrategic or Co-development PartnertechUK members pledged to 30x30. Target of 250,000 employees committed to 30by30 by end of 2026. Currently at 140,000 employees. Partnership mobilizes tech sector businesses for nature recovery.
• Gardener's WorldcoreGTM or Marketing PartnerPartnership for Make a Metre Matter campaign in second year. Gardener's World readers transformed 15,523 sqm of gardens in first year. Campaign turns small plots into habitats for wildlife recovery.
• 1% for the PlanetminorGTM or Marketing PartnerListed in 1% for the Planet directory. Enables businesses to direct 1% of sales to environmental causes including 30x30 UK nature recovery efforts.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sylvera: Independent ratings provider for nature-based carbon and nature credits, serving corporate buyers needing verification and disclosure-grade data. Comparable to the verification/data infrastructure layer that underpins 30x30 UK's RESTORE Units offering.
• Pachama: Marketplace for high-integrity nature-based carbon credits with remote sensing and ML verification. Comparable to 30x30 RESTORE Units as a science-led, third-party verified nature credit product targeting corporate ESG buyers.
• Ecologi: One of Europe's largest business climate platforms offering subscription-based carbon offsetting and reforestation for companies and individuals. Listed as a 30x30 UK ecosystem partner but competes directly for the same corporate nature/ESG budgets across product categories like nature credits and impact reporting.
• Rewilding Britain: UK charity advocating and delivering landscape-scale rewilding and ecosystem restoration across Britain. Comparable to 30x30 UK's mission to scale nature recovery, with overlapping corporate partnership and policy-advocacy functions.
• Restore (restorenature.com): UK-based ecological restoration firm delivering science-led nature recovery with 20-year management plans. Listed as a 30x30 UK strategic partner but operates in the same UK nature restoration delivery space, including supplying project outcomes for corporate nature credits.

Others

• Earthshot Prize: Global environmental award and platform convening nature and climate solutions with significant UK corporate and policy engagement. Comparable as a movement-building, UK-anchored platform for nature-climate action but operates as a non-commercial prize rather than a services business.

Broad incumbents

• National Trust: UK conservation charity managing land, gardens, and coastlines with corporate volunteering and ESG-aligned programmes. A larger incumbent operating overlapping team volunteering, conservation, and corporate partnership offerings.
• South Pole Group: Global climate solutions provider developing and selling nature-based carbon and biodiversity credits to corporate buyers. Comparable commercial model and customer base to 30x30 RESTORE Units, though operating at much larger scale and internationally.
• The Wildlife Trusts: UK-wide federation of 46 local wildlife trusts operating nature reserves and corporate partnerships. Larger and more established incumbent in UK conservation and volunteering, with comparable team volunteering, corporate ESG, and policy-advocacy offerings.
• RSPB: UK's largest nature conservation charity, with 30x30 UK's CEO coming from its Strategic Partnerships team. Operates corporate partnerships, volunteering programmes, and policy advocacy at significantly greater scale than 30x30 UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/30x30-uk

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 30x30 UK