Introducing a new Puro.earth brand for a new era of engineered carbon dioxide removal

Trusted, high-integrity engineered removal dioxide removal (CDR) is the foundation for real climate action. The market has reached an inflection point, and the infrastructure that carries it forward needs to reflect that. 

Today, we are launching a new Puro.earth brand – built for the suppliers, institutions, investors, and buyers who will define the next chapter of this market.

From carbon removal to a trusted asset class

When Puro.earth was founded in 2019, engineered carbon dioxide removal was a concept. There were no standards, no registries, no verified assets. The task then was to prove the model: to show that durable, measurable, high-integrity carbon removal could be certified, traded, and relied upon.

When durable carbon removal technologies were emerging, the businesses building them lacked the certification infrastructure needed to bring verified removals to market with confidence. Banks need standardised, auditable revenue streams before they can lend. Investors need transparent, traceable assets before they can deploy capital. Buyers need independent certification before they can commit to multi-year procurement. 

None of that infrastructure existed. We built it – methodically and with scientific rigour – because the stakes of getting it wrong are too high for the planet.

That initial work is done. More than 1.6 million CO₂ Removal Certificates (CORCs) have been issued, and CORCs now represent 74% of all delivered engineered carbon removals globally. Over 100 projects have been certified under the Puro Standard. Over 700 companies worldwide – including Microsoft, Shopify, and Zurich Insurance – rely on Puro.earth’s infrastructure to procure carbon removals with confidence. The Puro Standard has received ICVCM CCP approval – the integrity benchmark in the new chapter of the voluntary carbon market. 

CDR has moved from a pilot solution to a trusted, institutional asset class – one that is also becoming increasingly recognised by policymakers. Puro.earth’s brand needs to move with it.

What the new brand reflects

The new Puro.earth identity is a clarification – of who we are, what we do, and who we serve.

Suppliers need bankable, transparent certification to unlock project finance. The buyers require the same standards of transparency, governance, and operational continuity they expect from any financial-grade counterparty.

They all need a market they can count on. That is what Puro.earth 2.0 is built to represent: 

1. Institutional-grade standard

One CORC represents one tonne of CO₂ removed. That is the foundation of everything Puro.earth does – achieved through rigorous quantification, transparent verification, and a methodology framework that evolves in-line with the science – while only applying the science in our methodologies where it is strong. 

The Puro Standard makes projects financeable by meeting the due diligence requirements of banks, institutional finance, and infrastructure funds. Every methodology requires durable storage of at least 100 years – in many cases over 1,000. We are backed by ICVCM as CCP eligible crediting programme, and always work with the approval and oversight from an independent scientific Advisory Board.

2. Commercial pragmatism

We speed up the path to revenue for suppliers without compromising the integrity of our methodologies and the science that supports them. 

From pre-audit guidance, to digital issuance infrastructure innovations such as Puro Issuance Plus, Puro.earth is built to remove friction at every step of the certification journey – so suppliers can focus on scaling their carbon removal operations.  

3. Holistic market facilitator

We connect buyers, projects, and financial intermediaries in an institutional-grade environment. Over 700 buyers and more than 100 certified suppliers rely on Puro.earth’s infrastructure to transact with confidence. 

This is supported by innovations and APIs that enable direct system integration; issuance and audit calendars that bring predictability to certification timelines; intelligence that gives procurement teams forward visibility on supply; and long-term offtake facilitation that supports multi-year portfolio and investment planning.

4. A partner for the next chapter of CDR

As the first engineered CDR standard and registry, we bring the methodological authority and innovation that keep moving the market forward. With deep expertise across proven and emerging pathways, integration of CCS+ methodologies, and alignment with both ICVCM and forthcoming policy frameworks including the EU CRCF, Puro.earth is built for where CDR is going – not just where it has been.

5. Nasdaq-backed stability

Puro.earth is the only standard and registry with the institutional weight, transactional capability, and insolvency protection of a global exchange behind it. Nasdaq has owned a majority stake since 2021 – bringing over 50 years of expertise in building the world’s most trusted markets, and ensures long-term continuity for suppliers and buyers whose commitments run for decades.

Jan-Willem Bode, President, Puro.earth: “Our new brand is a statement of where the CDR market stands and where it is going. The era of pilot projects and demonstration purchases is behind us. What the market needs now is infrastructure it can rely on – to certify removals with rigour, to issue credits at speed, to support long-term purchasing decisions, and to provide the stability that institutional capital requires over decades. That is what Puro.earth is built to deliver. Our new brand reflects that ambition clearly.”

The same mission, built for what comes next

Puro.earth exists to make climate action possible – by providing the infrastructure that allows engineered CDR to operate at scale, with the highest integrity in the market.

The buyers, suppliers, investors, and institutions entering this market need infrastructure they can rely on for the long term. They need a standard and registry that meets their standards.

Puro.earth is that infrastructure. Built not for the era of pilots, but for the era of scale. We are certifiers of change – making a world where all carbon emitted is carbon erased.

Explore the new Puro.earth

Visit www.puro.earth to explore our methodologies, registry, and certification journeys – or contact our team directly to discuss how Puro.earth can support your carbon removal strategy.

To ensure the updated Carbonated Materials methodology reflects the latest science and the needs of practitioners, we will also convene a dedicated working group of experts. Stakeholders with relevant expertise on industrial mineral carbonation can apply via the same form (applications are accepted until 10 March). The working group will:

About Puro.earth

Puro.earth is the world’s leading market infrastructure provider for engineered carbon dioxide removal (CDR). We provide the certification frameworks, scientific standards, and digital systems that allow engineered CDR to scale as an investment-grade market.

At the core of this infrastructure is the Puro Standard – the world’s first dedicated standard built for the needs of an engineered CDR market. We certify suppliers under the Puro Standard that durably store carbon dioxide for at least 100 years, and in many cases over 1,000 years. To date, we have certified over 100 engineered CDR projects, resulting in the issuance of over 1.5 million CO₂ Removal Certificates (CORCs) in the Puro Registry as verified, traceable, investable assets. Our infrastructure is trusted by over 700 companies worldwide to procure carbon removals with confidence. 

Nasdaq has owned a majority stake in Puro.earth since 2021. This brings 50+ years of expertise in building and operating the world’s most trusted markets, strengthening Puro.earth’s ability to deliver the transparency, rigor, and operational capacity needed to make CDR an institutional-grade asset class. 

Puro.earth is an ICVCM Eligible Carbon Crediting Programme. 

For more information, visit https://puro.earth, and follow us on LinkedIn.