SquareBySquare

SquareBySquare is an Australian social enterprise that connects people to real, mapped areas of protected rainforest. Rather than selling an abstract offset or a symbolic donation, the organisation sells individual square metres of ancient Queensland rainforest, each with real GPS coordinates, a personalised Squareholder certificate, and a place on a live public map. The model is designed to make conservation tangible and personal: a buyer can name a Square, gift one, or protect a larger grid, and can see exactly where the land is. The company was founded by Henk and Emely, a two-person founding team building the venture openly. Henk previously built South Africa's largest WiFi network before moving into Australia's startup sector, where he worked on and invested in ventures connected with companies including Salesforce, Qantas, and Atlassian. Emely grew up near a protected biotope in Germany, studied at WHU, and helped grow a startup to €1.5 million in annual revenue. Their stated rule is simple: if they cannot verify a claim, they do not make it. SquareBySquare's product range is built around the Square as a unit. The entry-level Seed Square covers 1 m² for a one-off payment, while larger tiers such as Triple Shield (3 m²) and Habitat Nine (9 m²) suit personal milestones or gifts. Each purchase funds the protection and stewardship of a real square metre of rainforest for a minimum of ten years, with the option to renew before the period ends. Buyers receive a personalised certificate, access to an interactive map showing exact GPS locations, and a dashboard covering CO₂, water, and oxygen metrics. Protection is delivered with a local conservation partner in Queensland, and the organisation reports its cumulative impact publicly. As of the About page update on 10 July 2026, SquareBySquare reported 4,272 m² protected, 896 Protectors, and 37 countries represented; the homepage in the same period showed 7,900 m² protected, 1,750 Protectors across 40 countries, and a 4.89 rating from 114 verified reviews via Judge.me. The company also offers companies the chance to hold an area on the map. SquareBySquare positions itself as a transparent, verifiable alternative to tree-planting schemes, arguing that planting new trees cannot replace protecting rainforest that already exists. It operates as a social enterprise registered in Australia under ABN 81 663 847 498, sells internationally through its own website, and is not listed on any stock exchange.

SquareBySquare was founded by Henk and Emely as a two-person team with the aim of making the protection of real land clear, tangible, and personal. The founders describe building the company openly, with a single operating rule: if a claim cannot be verified, it is not made. Henk's background includes building South Africa's largest WiFi network and later working in and investing in Australia's startup sector, including ventures connected with Salesforce, Qantas, and Atlassian. He became concerned that destroying nature can be more financially attractive than protecting it, and that planting new trees cannot replace protecting rainforest that already exists. Emely grew up near a protected biotope in Germany, studied at WHU, and helped grow a startup to €1.5 million in annual revenue before joining the venture. The company's model centres on the Square: a real square metre of ancient Queensland rainforest, sold to an individual or company, pinned on a live map with exact GPS coordinates, and recorded on a personalised Squareholder certificate. Protection is carried out with a local conservation partner, and each purchase funds protection and stewardship for a minimum of ten years, with renewal possible before the period ends. The product line has expanded from the entry-level Seed Square (1 m²) to multi-square tiers such as Triple Shield (3 m²) and Habitat Nine (9 m²), and the platform supports gifting, monthly contributions, and company areas on the map. SquareBySquare reports its impact publicly and updates its figures as agreements change. Its About page, last updated 10 July 2026, stated 4,272 m² protected, 896 Protectors, and 37 countries represented. The homepage in the same period showed 7,900 m² protected, 1,750 Protectors across 40 countries, and a 4.89 rating from 114 verified reviews via Judge.me. The organisation is registered in Australia as a social enterprise under ABN 81 663 847 498 and sells internationally through its own website.

• SquareBySquare is founded by Henk and Emely as an Australian social enterprise.

• Seed Square (1 m²) launched as the entry-level product at $40.00.

• Triple Shield (3 m²) launched at $80.00.

• Habitat Nine (9 m²) launched at $200.00.

• About page updated 10 July 2026 reporting 4,272 m² protected, 896 Protectors, and 37 countries.

• Homepage reports 7,900 m² protected, 1,750 Protectors across 40 countries, and a 4.89 rating from 114 verified reviews.

A transparent, verifiable conservation brand selling real mapped square metres of protected Queensland rainforest, positioned against tree-planting schemes that cannot replace existing habitat.

• Seed Square (1 m²)

  A single 1×1 Square of ancient rainforest, yours, with a personalised certificate, live map listing, and CO₂, water and O₂ dashboard. $40.00 once-off.

• Triple Shield (3 m²)

  A 3×1 grid of ancient rainforest, positioned as a meaningful personal milestone. $80.00 once-off.

• Habitat Nine (9 m²)

  Nine Squares of protected rainforest with interactive map access, a Squareholder certificate, and minimum 10-year protection. $200.00.

• Gift a Square

  Gift purchase flow allowing a recipient email, gift message, and scheduled delivery.

• Company map areas

  Companies can hold an area on the live map.

1. 1Protect a Square of Real Rainforest | SquareBySquaresquarebysquare.org
2. 2About SquareBySquare | Rainforest Protection Through Real Placessquarebysquare.org
3. 3Habitat Nine – 9sqm – SquareBySquaresquarebysquare.org
4. 4Seed Square (1 sqm): Rainforest Protection & Climate Action – SquareBySquaresquarebysquare.org
5. 5SquareBySquarewikidata.org