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This AI-powered carbon tracker fights corporate greenwashing

This article features an interview with Lubomila Jordanovafounder and CEO of Plan A. Jordanova will speak at Applied Sciences Conference, which will take place on 15 & 16 June in Amsterdam. If you’d like to join the event (and say hello to our editors!), we’ve got something special for our loyal readers. Use the promo code READ-TNW-25 and receive a 25% discount on your business pass for TNW Conference. See you in Amsterdam!

In 2016, while on a surfing trip in Morocco, Lubomila Jordanova experienced a chance moment that would change the course of her life. That moment came not in the course of a wave, but ashore.

“When I looked around, I saw litter everywhere. In the end, I spent that week cleaning the beach and realized that I actually had no knowledge of pollution and climate change,” the Bulgarian entrepreneur tells TNW. “So after my journey, I embarked on a year-long 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 technology entrepreneur. “I think it was an incredibly irrational decision,” she says. “I worked for a really successful fintech company at a time when the industry was exploding.”

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

“I was basically on my own,” she says. “Climate technology wasn’t even a thing then and I had no experience as an entrepreneur. I learned a lot in those first two years, lessons that now help me succeed as a founder and CEO.”