Green Nudge launches SaaS product that enables green procurement
Sneha Soni, Founder & CEO of Green Nudge
Sneha Soni is a first time founder based in Vancouver, BC with 12 years experience working with Fortune 100 companies in data and analytics and engineering.
She was accepted into the Circular Innovation Accelerator after working on her business idea, Green Nudge, for less than 1 year. Her goal is an action-focused collaborative platform with a simple goal of making it easy to take action towards decarbonization through scenario modeling, solution marketplace, and automating aspects of responsible sourcing.
“We’re making sustainability actionable for businesses of all sizes. To create a greener supply chain, companies need to see business value or ROI early on, or they risk investing significant time, money, and energy with little to show for it. Sustainability requires practical use cases and a clear assessment of key business strategies. That’s why I founded GreenNudge—to help businesses make smarter, sustainable decisions. Our goal is to use data to model potential use cases and outcomes early in the process, allowing companies to make informed choices before making significant investments.”
Why did you apply for the Circular Innovation Accelerator?
As a recent immigrant, I'm actively building my network. I'm particularly interested in connecting with fellow green entrepreneurs, sustainability experts, and potential co-founders. Impact Zero has this right mix of experts in the circular economy space which is very hard to find in other accelerator programs. For this project to be successful, it is absolutely crucial to validate the product-market fit through customer conversations with relevant startups and corporate sustainability professionals.
What help were you looking for when you applied to the Circular Innovation Accelerator?
Green Nudge needs partners who share core values around sustainability, circular economy and transparency. There are 4 key ways that Impact Zero can support Green Nudge to be successful:
Canadian entrepreneurial landscape: Navigating legal requirements, funding options, green financing (accessing grants, tax breaks, and other financial support for sustainable ventures), and government resources.
Sustainable initiatives: Expertise in implementing circular economy principles and other green solutions.
Business development: Building partnerships and navigating market opportunities
Branding: Reaching the right target audiences and effectively selling green products/services
Now that you’re in it, how has the Circular Innovation Accelerator helped grow Green Nudge?
Being part of the Impact Zero Circular Innovation Accelerator was a dream come true for me. Few accelerators are so laser-focused on their mission.
As a first-time solo founder, especially as a BIPOC and a new immigrant to Canada, I often questioned my place in the ecosystem. But being part of Impact Zero and its supportive community gave me one invaluable thing: the mindset to persist through setbacks and come out stronger—because climate work is hard.
Erin and Kayli, the power duo behind Impact Zero, provided constant support. They helped me stay accountable, pushed boundaries, and even helped me realize my own potential when I felt lost and alone. I have a long way to go, but being part of this program has truly shaped who I am as an entrepreneur and what GreenNudge has become.
Here’s what I gained from Impact Zero:
Honest, unfiltered feedback that saves time and energy.
They rallied all of their resources so I didn’t feel like a single crazy person chasing a delusional dream. Instead, I had a team engaging with me on my vision.
It felt like having co-founders with whom I could share anything, no holds barred.
A supportive community that celebrates wins and lifts you up during setbacks.
The understanding that revenue doesn’t have to be an afterthought and founder-led sales are REALLY important.
This program has profoundly shaped my journey, and I’m incredibly grateful for the experience