About Us

For over 4 years Trace has been working with organisations on their Net Zero journey by enabling them to efficiently measure, report, and reduce their carbon footprint.

Our Mission

Our mission is to help every business reach net zero. Our software and expert team enables businesses to measure & report emissions, set targets and engage their workforce and suppliers on the journey.

Joanna Auburn & Cat Long

Co-founders of Trace




Countries operating in


Footprints measured

Our Team

Meet the visionaries leading the charge

Cat Long

Co-Founder, CEO


Joanna Auburn

Co-Founder, CPO


Carlos Martinez



Joel Robbie

Head of Growth

Ben Hanley

Head of Product

Nihar Vasa

Head of Customer Success

Our Story

When Cat & Jo launched their first business, a leather fashion goods brand in 2016, they learnt first hand the difficulties creating a truly sustainable product. Being a small business it was near on impossible to measure their carbon footprint. This challenge inspired Cat & Jo to build a platform that would help SMEs easily measure, understand and reduce their environmental footprint.

Trace launched in 2020, when Sydney’s worst bush fires were happening, driving hom the importance of taking action today. Now we’ve expanded from Australia to the United Kingdom, with a team across the globe and customers in 11+ countries (and counting). From day one, our mission to make decarbonisation accessible and actionable for businesses has been our driving force.

Our CEO and team presenting at SXSW 2023

Xerocon 2023

Trace UK team

APAC team retreat

2023 end of year celebrations

Visiting our carbon sequestration projects

Our Values

Our values are the core of Trace

Breath of Fresh Air

We are easy to choose, easy to use, easy to work with. Customers love working with us and we love working with each other.

Be Resourceful

Keep it lean, test and learn. Use (or find) data to monitor the impact of your actions. If we believe in it, we find a way to get it done. If not, it’s OK to park it.

Freedom to Fly

We respect each other's differences and preferences, believing in outcomes over output. You are trusted to get your sh*t done, where you want, when you want.

Embrace the Climb

The climate change journey requires hard work and resilience! We face every challenge with positivity and passion, and see it as an opportunity for growth.

Down to Earth

We’re never too big to do the small things that need to be done and comfortable to admit when we don't know something.

Start your net-zero journey with Trace today.

Book a Demo

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