Founded in 2018, Infine is a Finnish SaaS company that builds automatic sustainability evaluation for consumer products and services. Sustainability evaluation is a scalable ML tool that provides companies with a real-time overview of their sustainability. The model takes into account social, economic and environmental sustainability as well as climate change mitigation. It grants companies access to the know-how of the foremost sustainability experts.
As a first step, we build a sustainability data model for textiles, groceries and household goods to make product sustainability understandable, comparable and easy to use in business. Evaluations have already been carried out successfully for 170 customers.
Infine has built its understanding around the decision-making process of the independent Sustainability Panel and the latest research data.
Sustainability evaluations create a product data model for each individual product, stating:
1. actual sustainability features
2. sustainability issues
3. relevant missing data
In addition to the universal aspects of production, the model identifies features that are relevant to the sustainability of the product and its production chain.
The sustainability evaluation is made based on the product data already collected by the company. It is combined with Infine's own research database and the expertise of Infine's sustainability experts and advisors.
Companies can use the results of the evaluation in marketing, selection decisions, purchasing, production and business development. Sustainability evaluation is an essential tool for risk management for any company selling consumer products: it can help avoid, prepare for or reduce risks, as well as implement sustainability in business reliably and formally.
Infine currently employs 18 people, 10 of them as employees of the company and the rest as committed entrepreneurial partners. 10 people from the team are also shareholders in the company. Tiina Saukko, the CEO and founder of Infine, owns 37% of the company, other personnel and the network's partner entrepreneurs a total of 36%, and the Board of Directors and other small investors 22%. The remaining shares are held by the company.
You can get more information about the company's valuation, finances and cap table from Tiina Saukko.
Tiina Saukko (M.Sc. Econ.) has comprehensive experience in creating growth and impact, campaigning and fundraising. Besides Finland, she has experience from Great Britain, East Africa and India. Tiina is the founder of Infine and in addition to general management, Tiina is raising the next funding round. Tiina's extensive and versatile expertise has enabled Infine to quickly pivot into digital business after the Covid-19 crisis.
Elina Koskipahta (M.Sc.) has strong communication and marketing experience from the public sector, NGO’s and companies. At Infine, Elina is responsible for the Ostavastuullisesti.fi brand and corporate communications.
Elska Kolu has an in-depth understanding of the systemic dimensions and the impact of sustainability. She brings in her strong expertise in developing the sustainability data model and conducting cross-product sustainability evaluations.
Jyri Partanen (FM) has 25 years of expertise in technology and startup development at a strategic level. Jyri's expertise as a public finance expert complements Tiina's expertise in a vital way.
Ari-Pekka Lappi (M.Phil) is a long-standing professional in the software industry who has succeeded as an agile coach, Scrum Master, software architect as well as a user experience expert and product visionary. He brings with him a strong knowledge of data and software architecture combined with business-oriented thinking.
Professor Minna Halme (D.Sc.) is the chair of the Sustainability Panel, and is part-time with the company. Minna works at Aalto University as a professor of sustainable business management. Minna and Tiina have developed the model of relative sustainability. Together with the rest of the Sustainability Panel, she is responsible for creating the outlines for the sustainability evaluation.
See other panel members
Infine's vision is to create a standard for the sustainability evaluation of products. Sustainability is not a typical megatrend, but a permanent change in the operating environment – therefore, one can be positive that more research data will be generated to support corporate responsibility. As a result, legislation will also tighten and consumers' growing awareness will increase the demand for sustainable products. Thanks to these trends, Infine is well positioned to offer an alternative to the growing number of companies that want to minimize their sustainability risks and contribute to maintaining the viability of our planet.
Expansion through automation development
Based on its proven concept and experience in building a sustainability data model, Infine is well positioned to advance its expansion plan. Infine plans on moving to the next strategic phase by strengthening the development of an AI-based solution. Infine's evaluation capacity will expand and speed up evaluations significantly. The development work will also diversify the data model, enabling Infine to serve an ever-widening market segment. Infine also expects to achieve significant benefits derived from cost-effectiveness, as automation reduces the share of manual work in the evaluation process.
We set the standard for sustainability evaluation
The market is already saturated with services that focus on single elements of sustainability. For example, there are several services monitoring climate impact based on carbon dioxide and other greenhouse gas calculations. Impact is often measured with models that are useful for understanding broader phenomena, but don’t assist in the day-to-day management of sustainability. Useful as they might be for businesses, they are often labored and costly.
Infine predicts similar development for sustainability to that of digitalisation at the turn of the millennium. Thus, sustainability begins to transform from a separate sustainability department into a necessary element of all functions.
Infine's revenue is achieved through the sale of a clearly positioned and branded service: the sustainability evaluation of a product. Companies interested in the service are usually willing to pay a higher price based on a strong brand and reliability. Brands are acts, and in Infine's case, the act is product development based on reliability, strong scientific foundation, and scalability.
Additional investments to increase efficiency and profitability
As part of its strategy, Infine plans to make additional investments in automation in the coming years (below) to streamline operations and improve profitability. The total production of the service can also be increased from the current state by taking advantage of market opportunities, such as the opening of demand-driven new customer industries.
By the end of the year 2023
By the end of the year 2024
Infine is developing a scalable, machine-based sustainability evaluation for consumer products to help companies win the market. The evaluation provides companies with real-time information and action points on how to improve both marketing and product management. With our model, sustainability knowledge can be easily created from the existing product data companies manage.
The data model for automated evaluation is ready for textiles, the next step is creating models for groceries and wood, paper and ceramic -based fast-moving consumer goods. Our technology will be able to automatically evaluate thousands of products in the 2nd quarter of 2023. At the moment, the capacity is hundreds of products.
Sustainability evaluation as a method has already been applied to various consumer products and services, ranging from Korkeasaari Zoo to a Viking Line cruise ship and Puustelli’s Minus kitchen. The public results of the evaluation- sustainability descriptions focusing on the positive features of the product- are available on the Ostavastuullisesti.fi website.
Our sustainability evaluation customers:
Tuotto-odotus on linjassa muiden huipputeknologiayritysten kanssa
Infinen kasvuodotukset ovat eettisestä missiosta riippumatta huipputasoa. Odotamme voivamme tarjota sijoituksille 3–5 vuoden aikajänteellä 30–50-kertaisen tuoton. Tuotto-odotus perustuu osoitettuun kasvavaan asiakaskantaan, vahvaan teknologisesti kyvykkääseen vastuullisuustiimiin ja ESG-vastuullisuus -toimialan räjähtävään kasvuun.
Production and commercial benefits of sustainability evaluations
Infine's automated evaluation significantly cuts company's costs while improving manageability. Potential sustainability issues are detected during the evaluation process, therefore the additional work on sustainability can be properly targeted and resources considerably saved.
The evaluation also provides factual, science-based material for corporate responsibility communication and marketing, e.g. for advertising agency briefings. This helps mitigate the risk of greenwashing and allows marketing communications to be properly targeted at sustainability-oriented consumers.
Corporate responsibility is embodied in selection decisions. Sustainability evaluation reveals potential sustainability risks to purchasing or production and provides a basis for informed decision-making. The cost of sustainable choices are often equal to other options. Infine's customer companies also benefit from the continuously growing sustainability database and the development of machine learning with each new product and product group.
The Infine Sustainability Evaluation is suitable for all companies operating in the consumer market. In the past, product sustainability has been evaluated reactively as one-off consulting projects. Infine's evaluation both cuts costs and takes the company's sustainability work to a level that meets today's standards. The sustainability data model also anticipates future reporting obligations, which helps our sustainability evaluation customers prepare for the upcoming requirements in advance. In a marketing context this also means future opportunities to stand out and win the market competition.
As a megatrend of the 2020s, sustainability is strongly shaping the business environment. Infine's service focuses in particular on the following elements:
An easier solution for managing sustainability
The pressure on companies to identify and develop their sustainability is constantly increasing. According to the Confederation of Finnish Industries' Sustainability Barometer (EK and Aula Research, 2021), two out of three SMEs list limited resources as the biggest challenge for their sustainability work. Companies feel that they need help, especially in the development of sustainability indicators (54%), carbon footprinting (42%) and corporate responsibility reporting (34%).
The Infine Sustainability Evaluation offers an easy and cost-effective way to take over your own sustainability work with standard product information. It benefits especially those in the early stages of their sustainability journey, such as SMEs. Another significant customer group are the big retailers. From their product data we can easily identify missing information, key sustainability risks, and the actual sustainability features of the products.
The sustainability evaluation gives a clear overview of the sustainability state of the product or service, as well as action points for improving product development, procurement and marketing. The process can be repeated whenever product data changes, making it possible to guide decision-making at all times with real-time sustainability data.
The sustainability evaluation takes into account the social, economic and environmental dimensions of sustainability, as well as tackling climate change. The model provides companies with a comprehensive overview on the sustainability of their business – their products and services – for both reporting and financing needs. This creates a positive impact that springs directly from the company’s core business.
According to the FIBS Corporate Responsibility 2021 survey, 88% of companies already take sustainability into account in their purchasing decisions. However, only one in ten companies saw resources available for sustainability increasing in the coming years. Scalable tools are needed to meet the growing demand for sustainability, as well as to remain competitive in the changing operating environment. With our help companies can develop their sustainability and comply with the requirements coming from investors, regulation, consumers and supply chains – with the resources that are available now.
Sources: SME Sector Sustainability Barometer: Personnel is the most important area of sustainability for SME employers, EK 2021. Corporate Responsibility 2021, FIBS. Resource-wise citizen, Sitra 2019.
Product information at the core of sustainability
Sustainability data must be derived from the company's actual business – from the production process, origin, raw materials and logistics of the products sold. While things like compensation, donations, and social activism are relevant forms of corporate responsibility, they do not represent the hard core of sustainability.
Corporate responsibility can no longer be offset by “compliance with laws and regulations”. The requirement for transparency is already a basic level of responsibility. Information being the key element of transparency, understanding what is actually being sold is essential for all businesses.
According to Infine's estimates, about 80% of companies targeting the consumer market need support in the area of sustainability data. The company must be aware of its own production chain and its direct and indirect effects. By automating the evaluation process, we can bring significant improvements to the management and utilization of sustainability data. We will scale not only the sustainability evaluation, but also the impact.
Interested in investing in Infine?
Ask for the investor deck and more information from Tiina
We also take small investments in non-voting Series B shares. B series has the same financial rights as the series A shares.
Uutiskirjeessä saan lisäksi myös Tiina Saukon ”Vastuullisuusoppeja helposti ja nopeasti” -kirjoitukset.