Scaling Green-Tech

Martin SFP Bryant, Founder of PreSeed Now, discusses what investors and journalists look for from early-stage startups on Episode 20 of Scaling Green Tech, a podcast by Adopter.Bryant draws on nearly 17 years as a technology journalist - including covering ElevenLabs before the launch of ChatGPT - to explain what separates pre-seed startups that attract backing from those that stall. He argues that the strongest founders compress their value proposition into a one-to-two sentence "micro-pitch," citing Stripe's early line ("take payments on your website with a single line of code") as an example of a pitch that immediately communicates both the product and its scale potential. The conversation covers why climate tech companies lose traction when they lead with environmental impact rather than economic value, how the contraction of the tech media landscape has changed founder media strategy, and what Bryant looks for when selecting startups to profile on PreSeed Now from a pipeline of hundreds.This episode is relevant for pre-seed and seed-stage founders preparing to raise investment. It is also useful for climate technology companies refining how they communicate value to investors, customers, and the media. Matt Jaworski hosts.Find out more about Adopter here: https://www.adopter.net/Explore PreSeed Now here: https://preseednow.com/

Paul Domjan, Founder and Chief Policy and Global Affairs Officer at ENODA, discusses grid infrastructure modernisation and the energy trilemma on Episode 19 of Scaling Green Tech, a podcast by Adopter.Paul argues that the electricity grid designed by Nikola Tesla, George Westinghouse, and William Stanley 138 years ago was built for one-directional power flow from large centralised generators to passive consumers - a model fundamentally incompatible with distributed renewable energy that flows in both directions. He traces how this infrastructure gap manifests as renewable curtailment, harmonic distortion, and voltage instability, particularly at the distribution level where the grid meets homes and businesses. In Poland, more than 90% of renewable curtailment results from system balancing limitations rather than grid capacity constraints. ENODA's response is the Prime Exchanger, a device that replaces the distribution transformer serving 60 to 120 homes with digitally controlled infrastructure capable of managing voltage, correcting harmonics, and enabling reverse power flow in real time.This episode is relevant for energy technology founders, grid infrastructure innovators and policymakers looking for the inside scoop on what the energy transition looks like today and in the future. Find out more about Adopter here: https://www.adopter.net/ Explore ENODA here: https://www.enoda.com/ 

In Episode 18 of Scaling Green-Tech, Katherine Keddie and Matt Jaworski are joined by Cam Ross, CEO of Green Angel Ventures, one of the UK’s leading early-stage climate tech investors.Cam breaks down how Green Angel evaluates over a thousand companies each year to find those with the potential to deliver both strong financial returns and meaningful climate impact. They explore what makes a great pitch, why founders matter so much at the earliest stages, and how angel networks can help startups navigate the rigours of growth.The conversation also dives into the realities of scaling climate solutions in capital-intensive and highly regulated industries, and why truly investable climate tech must stand on its own two feet - even if regulation changes. Cam shares top insights on the current funding environment and what founders should focus on when raising capital in 2026.If you’re looking for the inside scoop on raising capital, straight from the investors themselves, this episode’s for you.Find out more about Adopter here.Discover Green Angel Ventures here.Explore the EIS Climate Change Fund here - currently open to investment.

In this episode of Scaling Green-Tech, Katherine Keddie and Matt Jaworski speak with Amandeep Kalra, Co-Founder and CEO of GreenFlip, about what it really takes to decarbonise homes at scale - and why leading with sustainability alone often misses the mark.Amandeep discusses his journey founding GreenFlip, which helps investors identify the homes that deliver the highest ROI from energy upgrades. They explore why comfort, cost, and value are far more powerful drivers of change than carbon targets, and how reframing retrofit as an infrastructure investment can unlock capital, improve tenant outcomes, and future-proof housing stock.The conversation also dives into building a company in public, learning through deep customer discovery, and selling before the product is fully built. Along the way, Amandeep offers candid advice for founders in climate tech, property, and retrofit on messaging, hiring, and scaling in a tougher market environment.If you’re building in housing, retrofit, or climate tech - or grappling with how to turn impact into real-world adoption - this episode is for you.Find out more about Adopter here.Find out more about GreenFlip here.Follow Amandeep on LinkedIn here. 

In this episode of the Scaling Green-Tech podcast, Katherine Keddie and Matt Jaworski speak with Federico Cristoforoni, Co-Founder and Managing Partner of Net Zero Insights, to unpack the findings from his newly released ‘The State of Climate Tech 2025’ report.Federico shares what the data reveals about the climate tech ecosystem today - including the shift from hype to fundamentals and growing investor selectivity. Together, they explore which technologies are closest to scale, how AI is being applied across climate solutions, why adaptation is quietly gaining momentum, and what’s really happening across key geographies, from the US to India and beyond.They also dig into the hard truths facing founders right now: longer fundraising cycles, fewer grants, tougher commercial expectations, and the growing importance of positioning climate solutions around cost, performance, and resilience - not just impact.If you’re a climate tech founder, investor, or operator trying to understand where the market is headed next, this one’s for you.Find out more about Adopter here.Read The State of Climate Tech 2025 report here. 

In this special episode of Scaling Green-Tech, Katherine Keddie sits down with Simon Zadek, Co-Founder and Managing Partner of Morphosis, a Swiss-based adaptation solutions investment business. Morphosis exists to bridge the gap between public ambition and private action, catalysing scalable, inclusive, and market-based solutions that help societies adapt in a climate-impacted world. A globally recognised leader in sustainability economics, Simon unpacks the thinking behind Morphosis and the launch of its landmark report ‘The Rise of the Adaptation Economy: Investing in Adaptation and Resilience in a World Beyond 1.5C’. Developed in partnership with FGV EASP, Itaúsa Institute, The Paulson Institute and Basilinna, the report and associated technical papers provide a first-of-a-kind integrated policy framework to unlock private capital and scale transformative adaptation solutions.Drawing on insights from the report, Simon dissects the multi-trillion dollar opportunity in the adaptation economy, and discusses how innovative frameworks, private capital, and technology can ensure inclusive delivery of goods and services in a climate-impacted world. He details how governments, investors, and innovators can collaborate to engineer new markets for essentials such as food, water, and health that serve low and middle-income households in climate-vulnerable areas. From water desalination to decentralised infrastructure, Simon illustrates how emerging adaptation solutions can become the backbone of thriving, resilient economies.If you’re interested in where the next wave of climate innovation and investment will emerge - and what it takes to turn adaptation into opportunity - this episode is for you.Find out more about Adopter here: https://www.adopter.net. Learn about Morphosis’ work here: https://www.morphosis.solutions/. Read the report and suite of associated technical papers here: https://www.morphosis.solutions/adaptation-economy.

In this episode of Scaling Green-Tech, Katherine Keddie speaks with Katherine Foster, Innovative Finance Lead at EIT Food and World Economic Forum Fellow, about what it really takes to build systems-level innovation.A pioneering Swiss-Canadian leader in digital sustainable finance and systems change, Katherine brings over 35 years of experience spanning diplomacy, technology, and climate innovation. She shares her personal theory of change - including how to design for complexity rather than control it.Together, they explore the evolution of blended finance, the integration of KPI-linked instruments and layered data frameworks, and why “value” must expand beyond profit to include nature and people in decision making.Katherine also reflects on her work advancing digital and finance innovation for integrated innovation from resilient agri-food systems to water. She addresses her work on data and AI - as tools for innovation, but also on issues of governance and embedded risks.  She also highlights the importance of embedding local and contextual expertise at every level and stage of innovation. If you’re working on systems innovation at the intersection of climate finance, water and food systems, this conversation offers a grounded, big-picture perspective on how to move from pilots to integrated approaches for scalable impact.Find out more about Adopter here: https://www.adopter.net.

In this episode of Scaling Green-Tech, Katherine Keddie speaks with Juliette Devillard, Founder and CEO of Climate Connection - the UK’s largest community and events platform for climate tech founders, investors, and innovators.Juliette shares how Climate Connection grew from a small post-COVID meetup into a thriving ecosystem where partnerships are formed, investments begin, and teams are built. They explore what makes a truly engaging event, the lessons Juliette brought from the US climate startup scene, and how the UK can nurture a stronger culture of risk-taking and deep-tech investment.They also dive into the human side of scaling - from founder well-being and avoiding burnout, to building purposeful communities and communicating complex ideas in ways that inspire action.If you’re interested in community-led innovation, the culture behind scaling climate tech, or the power of connection in accelerating change, this one’s for you.Find out more about Adopter ⁠here: https://www.adopter.net/ Explore Climate Connection here: https://climateconnection.co.uk/

In this episode of Scaling Green-Tech, Adopter’s Matt Jaworski and Katherine Keddie unpack what’s new on LinkedIn in 2025 - and how founders can use it to drive real growth.They explore the rise of TikTok-style video feeds, the value of authentic storytelling, and why founder voices consistently outperform brand posts. In 2025, the most effective content isn’t polished or AI-generated, but human, timely, and genuinely useful. Expect practical insights on turning expertise into engagement, creating content that sparks discussion, and reframing your message from sustainability to resilience.If you’re a climate-tech founder ready to make LinkedIn work harder for your mission, this one’s for you.Adopter is Europe’s first marketing company specialised in climate tech and adaptation solutions. Find out more about how we support scaling innovation through strategic digital marketing ⁠here⁠.

In episode 11 of the Scaling Green-Tech podcast, Katherine Keddie sits down with Anne Snelson and Becky Lane to explore how we can accelerate decarbonisation in the domestic built environment. Anne Snelson is a carbon literacy training specialist who works with major corporates to embed climate awareness and drive organisational change. With a background spanning transport, telecoms, and construction, she now focuses on equipping leaders and teams with the knowledge and urgency needed to transition towards net zero. Becky Lane is the CEO and co-founder of Furbnow, a fast-growing startup helping homeowners navigate the complexity of energy efficiency upgrades. Furbnow leverages data, technology, and supply chain expertise to deliver tailored home energy plans, with ambitions to scale across the UK and beyond.Together, they unpack the barriers slowing down progress in housing and construction, the consumer behaviours driving adoption, and why success depends on meeting people where they are. From policymaking gaps to “boiler funerals” and renovation trigger points, this conversation sheds light on the real-world complexities and opportunities in decarbonising our homes. If you’re interested in making retrofit mainstream, the consumer transition to net zero, or how startups can help transform one of the hardest-to-decarbonise sectors, this one’s for you.Find out more about Adopter ⁠here⁠. Explore Anne’s work here: Leadwithsustainability.co.uk.Discover Furbnow here: https://furbnow.com/ 

In this episode of Scaling Green-Tech, Katherine Keddie is joined by Tim Rault-Smith, a seasoned scale-up leader turned startup advisor, who now helps founders navigate growth in the EV technology space. Tim was one of the early employees at ForgeRock, the Identity and Access Management software company that rapidly scaled from a small European team to IPO on the New York Stock Exchange before its acquisition in 2023. Tim reflects on his journey through the birth of the Internet and a variety of roles at Sun Microsystems, to co-building ForgeRock’s support services and helping shape the technologies still underpinning today’s digital world.They dive into the realities of being part of an early-stage team - from working unpaid “idle time” and juggling multiple hats, to navigating crunch points, raising venture capital, and scaling sales globally. Tim also draws on his current role as a startup advisor in the EV and charging space, offering practical lessons on product-market fit, the importance of commercial partners, and the level of commitment it really takes to succeed. If you’re interested in startup scaling, climate tech entrepreneurship, or what it takes to grow from a founding team to a global player, this one’s for you.Find out more about Adopter ⁠here⁠. Find out more about SALINE Ventures, 3ti and nodum.   View the YouTube video from Everything Electric:https://youtu.be/RGLvxGAE66I?si=ZUIpkeZ0GrOqsnj_Chapters:(00:00:00) Tim's Early Fascination with Computers and the Internet(00:10:18) Career Planning and the Genesis of ForgeRock(00:22:46) Building a Company with 'Idle Time' and Early Funding(00:37:45) The Crucial Role of Sales and Commercial Partners(00:49:16) ForgeRock's Full Lifecycle and Funding Journey(00:59:57) The Strategic Shift from Services to Product Company(01:09:58) Research, Test and Understand Your Customers' Process

In episode 9 of the Scaling Green-Tech podcast, Katherine Keddie and Matt Jaworski share a hands-on guide to auditing your online presence. They break down where to start, from mapping your digital touchpoints and pulling data, to analysing website speed, SEO performance, and social media engagement. Along the way, they share practical tips for getting more from tools like LinkedIn, Google Analytics, and Bing Webmaster, and explain how to turn numbers into meaningful insight.We also explore the power of founder-led social media, how to benchmark against the right competitors, and why credibility frameworks like Stanford’s Web Credibility Guidelines can be just as important as metrics. If you’re a green-tech innovator or marketer looking to transform raw data into strategy and build a digital presence that scales, this episode is for you.Find out more about Adopter⁠ ⁠here⁠⁠.

In episode 8 of the Scaling Green-Tech podcast, Katherine Keddie speaks with Mitesh Jagatia, founder of Eco Ventures Counsel, a pro bono initiative offering free legal support to early green-tech startups across the UK. Mitesh unpacks the most common legal challenges climate founders face, from commercial contracts and employment law, to corporate governance and intellectual property. We discuss how to talk about your product without jeopardising your IP, how to navigate complex fundraising agreements, and when to seek external advice.Drawing on his experience as an in-house lawyer for global corporates, and his work with leading legal experts through Eco Ventures Counsel, Mitesh offers practical, actionable insights for anyone working to scale in the green tech space. If you’re an early-stage founder looking for expert guidance on protecting your company and avoiding legal missteps, this episode is for you.Find out more about Adopter ⁠here⁠.

In episode 7 of the Scaling Green Tech podcast, Matt Jaworski speaks with Dr. Aled Roberts, founder of Dekiln, a startup cutting the carbon footprint of ceramic tiles by 94% through an innovative process that removes the need for kiln firing entirely. Aled shares how nature-inspired design, recycled materials, and bio-based coatings are unlocking new possibilities in tile manufacturing - from vibrant colours to embedded natural textures - while cutting emissions, waste, and costs. They discuss scaling challenges, lessons from moving from academia to entrepreneurship, and why transparency and avoiding greenwashing are essential in climate innovation. If you’re interested in sustainable materials, scaling new technologies, or transforming a legacy industry from the inside, this one’s for you.Find out more about Adopter here. 

In episode 6 of Scaling Green-Tech, we’re joined by Beth and Leo, co-founders of Feasibly (formerly Local Energy Systems) - a startup using machine learning to speed up how solar projects get off the ground. After two years of deep R&D and grant-backed development, Feasibly is now helping renewable energy developers assess solar sites in minutes, not months.We explore their startup journey from Durham Venture School to Innovate UK grants and angel backing and dig into the real-world barriers to scaling decentralised energy - including broken funding models, biased investor networks, and the hard decisions founders face when sticking to their mission.If you're interested in decentralised energy, ethical AI, or the journey from r&d to scale in green-tech, this one’s for you.Find out more about Adopter here.

In episode 5 of the Scaling Green Tech podcast, Katherine Keddie speaks with Rhea Dabriwala and Naveen Shivalingam, the co-founders of GroundUp, a pioneering startup transforming India’s agricultural residue into high-impact biochar. They unpack how GroundUp is building a new generation of industrial-scale biochar hubs that don’t just remove carbon from the atmosphere, but also regenerate soil, boost farmer livelihoods, and unlock circular supply chains.They break down the science behind biochar, the future of carbon markets, and  the scale of what’s possible. They also explore what it takes to raise a $5M seed round, build trust in high-integrity carbon credits, and stay obsessed through the hardest parts of the founder journey.If you’re interested in scalable carbon removal, climate tech in the Global South, or what it really takes to build a meaningful green business, this one’s for you.To find out more about Adopter, ⁠⁠visit our website⁠⁠. 

In episode 4 of the Scaling Green Tech podcast, Adopter co-founders Katherine Keddie and Mat Jaworski sit down with James Clench, founder, and Abigail Smith, director, or PR agency Harpswood and the team who supports Octopus Energy’s global comms strategy.They break down what PR really means for climate startups - from when to invest, how to land coverage, what journalists are actually looking for, and why most press releases miss the mark. Drawing on experience across UK, Europe and US markets, they share lessons from their newsroom backgrounds and explain how to make complex tech understandable, visual, and relevant.They also talk honestly about founder pitfalls, the myths around messaging, and why clear language still beats clever headlines. If you’ve ever wondered how to tell your story in a way that cuts through, this one’s for you.To find out more about Adopter, ⁠visit our website⁠. 

In episode 3 of the Scaling Green-Tech podcast, Adopter co-founders Matt Jaworski and Katherine Keddie sit down with Joanna O’Malley, Partnerships Manager at NatureFinance, to unpack the real value of climate events - and how to make them work for you. Drawing on experience running over 100 sessions across COPs, climate weeks, and global finance summits, Joanna shares practical insights on how small teams can punch above their weight at events and build partnerships that last.They dive into what makes a good partner, why honesty beats hype, and how to tell if your event strategy is actually helping you grow. Plus, they unpack common red flags, how to avoid becoming overly founder-led, and why asking “stupid questions” might be your smartest move. If you're navigating the green event circuit or planning your events strategy, this one’s for you.To find out more about Adopter, visit our website.

In episode 2 of the Scaling Green-Tech podcast, Adopter co-founders Matt Jaworski and Katherine Keddie explore one of the biggest risks facing early-stage green-tech companies: greenwashing. As regulation tightens and investor scrutiny grows, being vague or overly optimistic about your impact can undermine your credibility and your ability to scale.They break down the six types of greenwashing every climate tech company should know, from overhyping one green initiative (greenlighting) to avoiding talking about impact altogether (greenhushing). Along the way, they explain why being evidence-backed is now non-negotiable and how early choices around messaging and carbon accounting can create risk or resilience down the line.Matt and Kat also share real-world examples of impact-washing, offer tips on how to communicate your sustainability story with clarity and confidence, and explain how to build trust with investors, partners, and customers from day one. If you’re building a green-tech business and want to avoid greenwashing without going silent, this one’s for you.Access our Greenwashing Resource to learn more about the six types of greenwashing and use our greenwashing messaging checker: View the Resource.To find out more about Adopter, visit our website.

In episode 1 of the Scaling Green-Tech podcast, Adopter co-founders Matt Jaworski and Katherine Keddie dive into why websites matter, especially for early-stage climate founders. Even if you’re still at the idea stage, having a simple, functional, and up-to-date site can make all the difference when it comes to credibility, traction, and first impressions with investors or partners.They unpack five common mistakes they see all the time: leaving your website to gather dust, using vague or overly technical language, getting locked into expensive suppliers, choosing platforms that don’t grow with you, and skipping real-world images or examples that show your solution actually exists.Throughout the episode, Matt and Katherine share tips on how to avoid these traps and explain why your website isn’t just a box to tick, it’s a key part of how your business shows up in the world. If you’re wondering where to start with your green-tech website, this one’s for you.To find out more about Adopter, visit our website.