Meet Evan Michaels, Co-Founder and CEO at HELPFUL: The UK’s First Debit Card For Sustainable Shopping

My colleague, William North, and I got restless waiting for governments and businesses to take actual and tangible climate change action. It seemed obvious to us that climate action and a healthier planet is a personal matter and we all should change the way we consume and live. Our idea was simple: If we all shop more thoughtfully, we can each make a difference.
 
 

 

How did you come up with the idea for the company?

 
After running several successful startups in marketing and utilities, we got to the point in our lives when we wanted to give back to the world. We wanted our company, HELPFUL, to offer all the tools for people to shop sustainably. Our mission is to create the next generation of sustainable payment solutions for people who actively put the Planet First and make every transaction a climate action.

The product is the first sustainable debit card, the HELPFUL card, which launched in June this year in association with Mastercard. It gives shoppers cash back on their shopping when they shop with sustainable brands using the card. We have already created one of the largest sustainable retail directories, with over 150 sustainable brands including Nike, L’Oréal, Planet Organic and Hush.

HELPFUL is part of the Mastercard Priceless Planet Coalition, offering environmentally-conscious consumers an easy way to help the planet as they go about their daily lives.

The HELPFUL mission to give back has also pledged to plant a tree for every purchase made on their cards. By using the HELPFUL app, users can see the positive impact they are having on the environment from the trees planted in return for their shopping choices. In the HELPFUL app, users can see the positive impact they are having on the environment with their tree planting actions, as a result of their shopping choices.
 

What advice would you give to other aspiring entrepreneurs?

 
Do what you believe in now! We live in changing times, people are looking for new ways to create a better future and they are open to new ideas.
 

What can we hope to see from HELPFUL in the future?

 
We live in changing times, people are looking for new ways to create a better future and they are open to new ideas. We see HELPFUL as a global force for good, providing sustainable and ethical consumer payment solutions. We hope to soon be creating the first fintech sustainable shopping unicorn.