Enviromates.earth, a UK fintech startup co-founded by 21-year-old Mia Roberts, today announces its UK launch, introducing a platform designed to connect environmental projects, brands and consumers inside one ecosystem, with broader expansion planned for Earth Day on 22 April 2026.
The company is positioning Enviromates as infrastructure for environmental participation: a platform intended to solve a coordination problem between projects seeking support, brands seeking meaningful engagement and consumers looking for simpler ways to act. Rather than focusing only on awareness, the model is designed around connection, visibility and repeat participation.
Inspired by the Earthshot Prize and Mia Roberts’ own experience working on environmental initiatives, Enviromates was created to address a persistent problem in the sustainability space: many people and organisations want to help, but environmental action remains fragmented. Projects often struggle to build teams, gain visibility and secure ongoing support, while brands and consumers lack a simple, credible route into meaningful participation.
“Watching the Earthshot Prize, it struck me that every Earthshot needs an Earthsling — something that helps propel ideas forward,” said Mia Roberts, co-founder of Enviromates. “There are so many inspiring environmental projects, but too many still struggle to get seen, get supported and grow. Enviromates is designed to help change that.”
“We think of Enviromates as platform infrastructure for a more connected environmental economy,” said Simon Roberts, co-founder of Enviromates. “Projects, brands and consumers all exist, but the links between them are often weak. The goal is to make those links stronger and more usable.”
The startup’s initial focus has been on attracting environmental projects onto the platform and refining how they can build support more efficiently. Over time, the company aims to create a stronger ecosystem in which projects, commercial partners and end users can interact more consistently around environmental action.
“It’s the platform I wish I had when I was managing environmental projects myself,” Mia added. “We wanted to build something that saves time, makes visibility easier and helps projects create a stronger base for growth.”
The launch comes at a time when both sustainability and consumer technology are increasingly focused on practical utility rather than broad claims, creating an opening for platforms that can combine mission with clearer user value.
The company says brands and organisations may also find the model attractive as a more direct route into measurable participation and purpose-led engagement.
“The ambition is to make environmental action easier to discover, support and scale,” said Mia. “If the experience is better, the ecosystem can grow faster.”
The Enviromates app is available on the Apple App Store and Google Play.
