Meet Moon, a new startup that wants to expose CO2 emissions calculations so customers are better informed when buying something online. When companies start using Lune’s API, they can also let their customers pay a fee to fund a carbon neutralization project.
Before founding Lune with Roberto Bruggemann, Stadigh previously worked for the VC fund Crane. And Lune raised a $4 million seed round led by Stadigh’s former employer, Crane. 15 business angels also participated in the round, such as N26 co-founder Maximilian Tayenthal, Voi co-founder Fredrik Hjelm and OysterHR and Nexmo co-founder Tony Jamous.
“The way things work today is that companies create a sustainability report that’s hidden on the website and very few people read it,” co-founder Erik Stadigh told me.
The startup first helps you measure the carbon impact. As always, these are only estimates. “We offer automated carbon emissions calculations and follow best practice guidelines,” Stadigh said.
And once you’ve integrated the API into your product, customers can choose to pay a little more to contribute to compensation projects. “We partner with carbon offset developers around the world,” Stadigh said.
Moon also works directly with payment companies, such as TrueLayer. At checkout, customers can choose a “green payment method” that will contribute to carbon offset projects.
From the merchant’s perspective, Moon customers can choose to pay for these projects or let customers pay the additional fees. Moon is already talking with other payment partners to offer more payment integrations.
Moon charges based on the number of calculations and also takes a small discount on carbon offset transactions. With Lune’s API, the startup wants to turn any business into a climate-friendly business.
Many would say that not buying a product is the best way to reduce the carbon impact of that potential purchase. But when you can’t avoid a purchase, it can help customers choose one business over another.