our purpose
At etheco, our vision, mission, values and impact exist to turn good intentions into meaningful action.
We believe people want their everyday choices to reflect what matters to them – whether that’s protecting the planet, supporting fairer businesses or simply spending money more consciously – but too often the information is confusing, time-consuming to ingest or difficult to trust. This is why we created etheco: to make ethical and eco-friendly living simpler, clearer and more accessible for everyone, in an environment where moral clarity and radical transparency is key.
our vision
Making it easy to put your money where your values are
We want to see a world where every purchase is a vote for the kind of future we want to live in. Where choosing your bank, your energy supplier, your weekly shop or your next holiday is not just a financial decision – it’s a statement about who you are and what you stand for. We believe that the everyday choices of millions of people hold extraordinary power. Right now, that power is scattered, diluted and largely invisible.
etheco exists to change that.
our mission
Turning good intentions into real-world action
Most people want to do the right thing. The problem is not apathy, it’s friction. Working out which brands genuinely walk the talk, which comparison sites have hidden agendas, and which ‘green’ claims are real takes time and energy that most of us simply don’t have.
etheco looks to cut through the churn.
We rate businesses across four clear pillars – People, Planet, Pocket and Performance – using a transparent, openly published scoring algorithm.
No paywalls. No hidden methodology. No sponsored rankings disguised as editorial. Just honest, research-backed ratings that help you see at a glance which companies are doing right, and which are doing wrong.
Making ethical choices easier, clearer and more achievable
But we don’t stop at information.
etheco guides you through the switch. Whether it’s moving your bank account away from fossil fuel financing, finding an energy supplier that actually invests in renewables, or discovering an insurer that gives back to environmental causes – we make the whole process simple, fast and, importantly, rewarding.
We’re not here to lecture anyone. We’re not asking you to be perfect.
We’re here to make it genuinely easy to move in the right direction – one choice at a time.
our values
We practice what we advocate
Nobody on the etheco team started from a perfect place, and nobody using this platform will either. Progress, not perfection, is the principle behind everything we do, and we mean that because we are living it ourselves. This means publishing who we work with, how we operate, where we fall short and where we are working to improve. We’ll always do this openly, without being asked.
We hold ourselves to the same standard we hold everyone else. Every member of the etheco team has completed a personal ethical assessment, which includes their own banking, insurance, energy, pension, diet and lifestyle choices against our 4Ps framework. Not because we’re perfect – we’re not – but because we believe the journey matters as much as the destination. If we’re not living it, we can’t honestly advocate it.
Principles that shape every decision
Every product we procure, every partnership we enter, every supplier we engage with is assessed against our four pillars: People, Planet, Pocket and Performance. Our banking is with Triodos and Nationwide – both are gold standard in UK ethical banking. Our insurance is with Naturesave, the UK’s leading ethical insurer. Our website runs on 100 per cent renewable-powered hosting. We keep our carbon footprint to a minimum and where we cannot, we offset.
Some things are not for sale
Our ratings will never be influenced by commercial relationships. Yes, we partner with great ethical brands and may receive switching commissions when you move to a better provider, but we will never promote a brand we wouldn’t recommend, and never let growth become a reason to compromise. These aren’t aspirations – they’re non-negotiables. The brands that score highest are the brands that genuinely perform best across the 4Ps – not the ones that pay us the most.
We collaborate, not replicate
The ethical and sustainable living space doesn’t need another platform competing for the same ground, it needs people working together. We are looking to build upon the brilliant work already being done by organisations like Ethical Consumer, B Lab, the Fair Tax Foundation, and 1% for the Planet. We reference their research, and champion their accreditations within our algorithm.
etheco’s role isn’t to reinvent what already works; it’s to bring it all together in one place, make it easy to understand, and connect it to action.
Progress, not perfection
We’re not asking you to be perfect. We’re asking you to be honest and to keep moving in the right direction.
So are we.
That line isn’t just marketing copy, it’s the principle behind everything we do. Nobody on our team started from a perfect place, and pretending otherwise would be the first act of dishonesty in a business built on transparency.
Our roadmap to £1 billion of social value
our impact
Our ambition is to facilitate over £1billion of social impact
Becoming a social unicorn
In the startup world, a unicorn is worth £1 billion. We’re chasing a different kind of billion, £1 billion of measurable good, generated by the collective choices of our community. We’re calling it a social unicorn. And we’re building one.
How everyday choices create real value
Every switch you make through etheco creates an impact that ripples outward. If you move from a high street bank that finances fossil fuels to an ethical alternative, that single decision redirects where your money goes, reduces the carbon emissions your deposits were financing and channels capital toward social housing, renewable energy and community projects.
The same is true across energy, insurance, pensions, broadband and the products you buy every week. Each choice on its own might feel small, but when we all start to move the same way, together the impact becomes extraordinary.
Measuring what matters
We’re not interested in vague claims about making a difference. Every switch you make through etheco comes with a real number attached, the carbon avoided, the capital redirected, the ethical businesses strengthened. You’ll be able to see exactly how your choices add up. Without any measures, impact is just a feeling – we want to show you the evidence.
This means assigning a genuine monetary value to the social and environmental change created when someone swaps a product or service for a better alternative.
We measure impact across the same four pillars that drive our ratings: the benefit to People, the benefit to the Planet, the value to your Pocket, and the Performance of the alternatives you’ve switched to.
And while one switch may feel insignificant, a million switches changes everything – every switch adds to etheco’s running total – a live counter, ticking toward our £1 billion goal of proven social good.
Your impact, made visible
As a member of the etheco community (sign up for the newsletter below), you’ll be able to see your own personal impact grow over time. It’s not about guilt. It’s about showing you that your choices genuinely matter – and giving you the evidence to prove it.
We’ve joined 1% for the Planet, committing at least one per cent of our annual revenue to environmental causes. And as our community grows, so does the total value we generate together. That’s the power of collective action – the power behind a single switch.
