reverse the red
Reverse the Red is a non-profit global conservation coalition under the IUCN Species Survival Commission that coordinates data-driven tools, events, and grants to help governments, NGOs, zoos, and multilateral bodies reverse species decline and deliver Kunming-Montreal Global Biodiversity Framework targets.
- Company typePrivate
- Founded2020
- Headquarters—
- Headcount—
- GTM typeB2B
- OfferingServices
What reverse the red does
Reverse the Red is a global non-profit conservation coalition launched around 2020 under the IUCN Species Survival Commission, designed to coordinate data-driven conservation tools, events, and recognition programs aimed at reversing species decline and supporting delivery of the Kunming-Montreal Global Biodiversity Framework Goal A and Target 4. The movement serves four primary participant segments: government agencies and environmental ministries responsible for implementing national biodiversity targets; zoos, aquariums, botanical gardens, and museums contributing species management expertise and public engagement; NGO conservation organizations executing on-the-ground interventions; and multilateral agreements (e.g., CBD, IUCN) establishing global biodiversity frameworks.
The coalition's core product is a Squarespace-hosted digital platform (reversethered.org) that serves as the central coordination hub, supplemented by structured programs including the Species Pledge commitment tool, the World Species Congress (a globe-spanning 24-hour virtual convening, first held in 2024), the annual Reverse the Red Day (February 7), the Reverse the Red Accelerator Award grant mechanism (launched 2025), and a Success Stories content library documenting the Assess-Plan-Act conservation methodology in practice. Technology integrations are limited to standard web tooling — YouTube for video, Zoom for webinars, MailerLite for newsletters, and Google Analytics for usage tracking. No proprietary AI/ML capabilities, APIs, or paid software products are offered.
Reverse the Red operates as a coalition-funded initiative rather than a commercial entity: participation is free, no products or services are sold, and there is no pricing model. Operating support comes from six institutional founding partners — IUCN Species Survival Commission, World Association of Zoos and Aquariums, HHMI Tangled Bank Studios, Smithsonian's Earth Optimism, On the Edge Conservation, and San Diego Zoo Wildlife Alliance — supplemented by grants and partner contributions. The organization maintains a small core team, with material program growth since 2023 evidenced by new award mechanisms, expanded government engagement (26 countries awarded medals in October 2025), and increased webinar programming across adjacent verticals such as fungal conservation.
reverse the red firmographics
Firmographics- Name
- reverse the red
- Legal name
- Reverse the Red
- Website
- https://reversethered.org
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Short description
- Reverse the Red is a non-profit global conservation coalition under the IUCN Species Survival Commission that coordinates data-driven tools, events, and grants to help governments, NGOs, zoos, and multilateral bodies reverse species decline and deliver Kunming-Montreal Global Biodiversity Framework targets.
- Ownership category
- akta.pro rank
reverse the red industry classification
Industry- Product category
- Wildlife Conservation Services
- NAICS
- Environment, Conservation and Wildlife Organizations (813312)
- akta.pro primary industry
- Climate Change Mitigation & Adaptation (BPAGAGAF)
- akta.pro secondary industries
- Ecological Restoration Planning & Monitoring (Habitat, Wetland, Stream) (EUAHAHAF), Ecosystem Restoration & Rewilding Services (AFAMAMAE), Forestry & Reforestation (BPAGAGAD)
Keywords
reverse the red business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Coalition/Partnership Model: Reverse the Red operates as a non-profit global movement sustained by founding partner organizations (IUCN SSC, WAZA, HHMI Tangled Bank Studios, Smithsonian Earth Optimism, On the Edge Conservation, San Diego Zoo Wildlife Alliance). No commercial revenue model; the coalition relies on organizational contributions and grants to support conservation coordination efforts.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
reverse the red product offering
Product offeringCore offering
Reverse the Red is a global non-profit conservation coalition that coordinates governments, NGOs, zoos, aquariums, botanical gardens, and multilateral agreements around species recovery. It provides a web-based platform, pledge tools, awards, webinars, and annual events to support implementation of the Kunming-Montreal Global Biodiversity Framework (Goal A and Target 4). The initiative is data-driven, anchored in IUCN Red List expertise, and uses the Assess-Plan-Act conservation methodology.
Product overview
Reverse the Red is a global conservation coalition rather than a traditional product company. Its core offering is a digital coordination platform (the Reverse the Red website) that connects governments, NGOs, zoos, aquariums, botanical gardens, and multilateral agreements around species conservation. The platform is organized around key programs including the Species Pledge tool for commitments, the Accelerator Award for funding, the World Species Congress for annual convening, and Reverse the Red Day for celebrations. Additional resources include Success Stories case studies, webinars, and guidance documents for KMGBF Target 4 implementation. The initiative is data-driven and propelled by collaboration, providing tools for the Species Conservation Cycle (Assess, Plan, Act) methodology.
Differentiator
Problem solved
Functional benefit
Products and services
- Reverse the Red Species Pledge A commitment tool that lets organizations and individuals make species conservation pledges and submit them for recognition and potential Accelerator Award funding. Targeted at conservation stakeholders including government ministries, NGOs, zoos, and aquariums.
- World Species Congress A globe-spanning 24-hour virtual event convening conservation professionals, organizations, and governments to share strategies and make pledges for species recovery.
- Reverse the Red Day An annual celebration held on February 7 showcasing conservation in action worldwide, with webinars, information sessions, and events demonstrating progress in reversing species decline.
- Reverse the Red Accelerator Award A grant program providing financial, strategic, promotional, and network support to accelerate conservation action for threatened species through the Species Pledge initiative.
- Webinars and Online Events An ongoing educational webinar series covering conservation topics including species recovery, funding strategies, policy frameworks, community engagement, and technology for collaboration. Hosted virtually via Zoom and open to conservation stakeholders globally.
Quantifiable outcome
- 30,000 tonnes carbon saved and over $20 million USD raised through World Species Congress
- +2 more outcomes
Companies that use reverse the red
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
reverse the red technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
reverse the red partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- IUCN Species Survival Commission (IUCN SSC)coreFounding partner of the Reverse the Red coalition. The IUCN SSC provides scientific expertise, conservation planning methodology (Assess-Plan-Act), and connection to the IUCN Red List of Threatened Species. Jon Paul Rodríguez, Chair of IUCN SSC, serves as key advocate for the movement.
- World Association of Zoos and Aquariums (WAZA)coreFounding partner providing access to the global zoo and aquarium network. WAZA members strengthen global conservation commitment through the WAZA Declaration on Biodiversity Conservation. Martín Zordano, CEO of WAZA, actively promotes Reverse the Red.
- HHMI Tangled Bank StudioscoreFounding partner that entered the Reverse the Red website into the Webby Awards competition. Provides media production expertise and outreach capabilities through Jared Lipworth, Executive Producer & Head of Outreach and Impact.
- Smithsonian's Earth OptimismcoreFounding partner contributing conservation optimism messaging and research expertise. Cat Kutz from Smithsonian's Conservation Commons participates in Reverse the Red webinar programming.
- On the Edge ConservationcoreFounding partner focused on innovative conservation approaches. Diogo Verissimo serves as Conservation Director and participates in movement events and webinars.
- San Diego Zoo Wildlife AlliancecoreFounding partner contributing species survival expertise, conservation breeding programs, and Center for Species Survival model. Major partner in Hawaiian Crow ('Alalā) recovery success story.
- Indianapolis ZoominorPartner hosting Saving Species Challenge competitions and supporting Species Survival Hub initiatives. Co-chair David Field (Vice President of WAZA) represents the movement at industry conferences.
- Re:wildminorPartner in the Search for Lost Species initiative, contributing expedition coordination and citizen science platforms like iNaturalist.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
reverse the red competitors and assessment
Company assessmentDirect peers
- Wildlife Conservation Society: Zoological-society-rooted conservation organization operating field programs in species recovery. Directly comparable in connecting zoo/aquarium capacity with on-ground species conservation — a model RTR seeks to scale globally.
- Fauna & Flora International: Long-established species-focused conservation NGO with global programs. Comparable in mission and stakeholder model (partner-driven, data-led species recovery), though much older and more established.
- World Association of Zoos and Aquariums (WAZA): Founding partner of Reverse the Red and global umbrella for zoos and aquariums. Directly comparable as a coalition-style convening body linking zoological institutions around species conservation priorities.
- Re:wild: Global species recovery organization co-founded by conservation leaders and an existing Reverse the Red partner (Search for Lost Species initiative). Directly comparable mission of reversing species loss through coordinated action.
- BirdLife International: Global partnership of national bird conservation organizations. Comparable as a coalition model organizing national affiliates around a single species-group recovery framework — analogous to RTR's country/zoo approach.
- IUCN (International Union for Conservation of Nature): Global conservation authority that publishes the IUCN Red List and houses the Species Survival Commission — the founding parent organization of Reverse the Red. Shares scientific methodology, leadership, and infrastructure with the coalition.
Broad incumbents
- World Wildlife Fund (WWF): Largest global wildlife conservation NGO. Comparable as a fundraising and convening force for species and habitat protection, though broader in scope and far larger in budget than Reverse the Red.
- The Nature Conservancy: One of the largest environmental NGOs globally, with extensive land and species programs. Comparable in convening governments, NGOs, and private partners around biodiversity outcomes, though much larger and more diversified.
- Conservation International: Large global conservation NGO with significant policy influence and corporate partnerships. Comparable as a biodiversity convener and implementer, though with much broader scope than RTR's species-recovery focus.
Others
- Convention on International Trade in Endangered Species (CITES): Multilateral agreement regulating trade in threatened species. Comparable as a species-focused international framework that RTR explicitly supports, providing an institutional peer for global species coordination.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
reverse the red social profiles
Digital presencereverse the red financial estimates
Financial estimateRevenue estimate
Valuation estimate
reverse the red leadership team
Management profileNumber of profiles
reverse the red funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
reverse the red 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 reverse the red
What does reverse the red do?
Reverse the Red is a global non-profit conservation coalition that coordinates governments, NGOs, zoos, aquariums, botanical gardens, and multilateral agreements around species recovery. It provides a web-based platform, pledge tools, awards, webinars, and annual events to support implementation of the Kunming-Montreal Global Biodiversity Framework (Goal A and Target 4). The initiative is data-driven, anchored in IUCN Red List expertise, and uses the Assess-Plan-Act conservation methodology.
Is reverse the red a public or private company?
reverse the red is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was reverse the red founded?
reverse the red was founded in 2020.
How does reverse the red make money?
One revenue line is on record: coalition/Partnership Model.
Who are reverse the red's main competitors?
Direct peers on record are Wildlife Conservation Society, Fauna & Flora International, World Association of Zoos and Aquariums (WAZA), Re:wild, BirdLife International and IUCN (International Union for Conservation of Nature). Broad incumbents are World Wildlife Fund (WWF), The Nature Conservancy and Conservation International. Convention on International Trade in Endangered Species (CITES) is listed as an others.
Does reverse the red have an API?
No public API is recorded for reverse the red.
What industry is reverse the red in?
reverse the red's product category is Wildlife Conservation Services. Its primary akta.pro industry code is BPAGAGAF, Climate Change Mitigation & Adaptation, with a secondary code of EUAHAHAF, Ecological Restoration Planning & Monitoring (Habitat, Wetland, Stream). Its NAICS code is 813312.