This AI-powered carbon tracker is fighting corporate greenwashing

This article features an interview with Lubomila Jordanova, founder and CEO at Plan A. Jordanova will be speaking at TNW Conference, which takes place on June 15 & 16 in Amsterdam. If you want to experience the event (and say hi to our editorial team!), we’ve got something special for our loyal readers. Use the promo code READ-TNW-25 and get a 25% discount on your business pass for TNW Conference. See you in Amsterdam!

In 2016, on a surfing trip in Morocco, Lubomila Jordanova experienced a serendipitous moment that would redirect the course of her life. That moment came not in the barrel of a wave, but on shore.  

“Looking around I noticed litter everywhere. I ended up spending that week cleaning the beach and, in the process, I realised I had basically no knowledge about pollution and climate change,” the Bulgarian entrepreneur tells TNW. “So after my trip, I embarked on a one-year journey to educate myself.”

At the end of that year, Jordanova quit her corporate job as an investment banker to forge a path as a climate tech entrepreneur. “I think it was an incredibly irrational decision,” she says. “I was working for a really successful fintech company at a time when the sector was exploding.”

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But Jordanova was convinced that she had a moral obligation to dedicate her skills and knowledge to the climate cause. In 2017, she founded Plan A — an AI-powered carbon accounting tool that helps corporates measure, reduce, and report on CO2 emissions. 

“I was basically on my own,” she says. “Climate tech wasn’t even a thing at that time, and I had no experience as an entrepreneur. I learnt a lot in those first two years, lessons that are now helping me succeed as a founder and CEO.”  

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