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Puro.earth: The Carbon Removal Standard
How a Finnish startup built the registry for industrial carbon removal with 37k monthly visitors
While everyone talks about net-zero, Puro.earth quietly built the verification engine for corporate carbon removal. They don't sell credits—they certify the suppliers who create them, turning a fragmented market into a tradable commodity.
"Puro.earth didn't invent carbon removal—they invented the trust layer that makes it investable."
The Growth Trajectory
With 37,515 monthly visits and a #736,224 global rank, Puro.earth punches above its weight. The traffic split is telling: 46% organic search, 41% direct. This isn't viral marketing—it's a B2B platform where procurement teams, sustainability officers, and investors are actively searching for verification standards. The 'puro earth' keyword alone gets 600 monthly searches, while 'puro' hits 18,230—suggesting brand recognition is accelerating beyond the niche.
The Supplier Network
Puro.earth certifies carbon removal suppliers based on their Puro Standard. The model is elegant: they don't capture the carbon themselves; they verify the capturers. This creates a defensible moat—every CORC (CO2 Removal Certificate) issued through their registry carries their stamp of approval. With clients like Microsoft and Shopify already buying through their platform, they've become the gatekeeper for high-quality, verifiable removal.
The tech stack reveals a pragmatic, modern approach. They use jQuery and Goober for lightweight rendering, Tailwind CSS for rapid UI development, and AOS for scroll animations. Google Analytics and LinkedIn Insight Tag track enterprise buyers. It's not over-engineered—it's built for speed and conversion. The CEO, Antti Vihavainen, leads a team of 78 with a background in heavy industry engineering, giving them credibility in a space where scientific rigor is non-negotiable.
- Verified supplier certification (Puro Standard)
- CO2 Removal Certificates (CORCs) in a transparent registry
- Third-party independent verification for every project
- Enterprise procurement platform for corporate buyers
The Verdict: Infrastructure, Not Hype
Puro.earth is building the rails for a $100B carbon removal market. With 78 employees and $16.4M in revenue, they're not a startup—they're becoming the standard. For founders and investors, the lesson is clear: in a crowded climate tech space, owning verification is more valuable than owning the removal itself.
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Puro.earth - carbon removal standard and registry
Puro.earth certifies carbon removal suppliers based on the Puro Standard. Removal is independently verified by a third party and CO2 Removal Certificates (CORCs) are issued in the Puro Registry.
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About puro.earth
Puro.earth certifies carbon removal suppliers based on the Puro Standard. Removal is independently verified by a third party and CO2 Removal Certificates (CORCs) are issued in the Puro Registry.
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Technology Stack
puro.earth uses 17 technologies across their website including Font Awesome, Google Fonts, Contentful, cdnjs, and more.
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Contentful
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Traffic & Audience
puro.earth receives approximately 37.5K monthly visitors and ranks #736,224 globally. The website has a bounce rate of 40% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 0:31 on the site.
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