Prove your impact before an investor asks you to.
"Show us the impact" is no longer a soft question.
Impact investing now represents around £1.6 trillion in assets under management, growing roughly four times faster than the wider market. That capital comes with expectations and the single biggest concern investors report today is impact washing.
For founders, that creates a quiet trap. You know your product does good. But knowing isn't evidence. When a fund asks how you measure outcomes, "we're mission-driven" isn't an answer — it's a red flag.
And the regulatory ground is shifting underneath you: EU disclosure rules are being rewritten to push measurable, indicator-level impact reporting down to the companies investors back.
This is for you if…
You're raising — or planning to raise — from impact, ESG, or sustainability-minded investors.
You've been asked for impact metrics and realised you don't have a credible answer.
You're an SME feeling new measurement pressure from investors, partners, or procurement.
You're tracking vanity metrics that look good but won't survive due diligence.
You want measurement built into how you operate from the start.
Most impact measurement fails one of two ways: it's a generic framework no investor takes seriously, or it's a 200-metric catalogue no founder can actually maintain. We do neither. We start from the standards investors already speak — IRIS+ and the GIIN framework chief among them — then apply senior judgement to the question catalogues can't answer for you: which metrics actually matter for your business, at your stage, for the investors you're targeting. Then we make them defensible.
Measurement built in
