We make protecting natureworth it
Square by Square turns real conservation land into GPS-defined Squares that people and organisations can support, see on a live map, and share.
How Square by Square works
Land is identified by our conservation partner as priority habitat worth protecting
The partner acquires and legally holds the land under their own title
Square by Square funds the acquisition and ongoing stewardship through Square sales
Each Square is linked to a GPS-defined parcel on our live map
The conservation partner protects and manages the land over time
How the model works
Square by Square is a social enterprise, not a charity. Charities depend on perpetual donation cycles. Social enterprises can attract investment capital, build infrastructure, and scale conservation funding in ways the charity model can't. We chose this structure because protecting nature has to be financially sustainable if it's going to last.
We don't buy land. We don't hold title. We pay our conservation partner for time-limited impact rights at the same per-square-metre rate they invested to acquire the land. This funds them to do more conservation work, while ownership and stewardship stay in their hands. The exact rate varies by project, but the principle is consistent: every Square sold funds an equivalent amount of new conservation work.
What is a Square?
A Square is a documented unit of protection linked to a specific parcel of real conservation land. It is non-financial and does not transfer land ownership.
Concrete example
In our Australia project, land is held by C4 (Community for Coastal and Cassowary Conservation) at Djarawong, near Mission Beach, Queensland. Each Square is GPS-mapped within that protected area and visible on our live map.
- Support for the protection and stewardship of that parcel
- A GPS-linked location you can visit on the map
- A certificate documenting your contribution
- Connection to a community of Protectors
- Land ownership or title deed
- Development rights
- Resource extraction rights
- Guaranteed financial returns
Who holds what
Conservation partner
Holds legal title to the land. Manages on-ground stewardship, restoration, and wildlife monitoring.
Square by Square
Facilitates funding through Square sales. Manages the platform, mapping, certificates, and community.
Squareholder
Holds a documented Square linked to a GPS-mapped location. Can name it, track it, and share it.
Our funding principles
Every Square fully funds the protection of its area, including stewardship for the agreed term.
Founders draw no salaries from Square by Square funds yet. We cover our living costs through outside contracting work while we build the platform.
Marketing spend is invested to grow conservation funding faster, not to extract returns. As we scale, this share declines.
Payments to our conservation partner are contractually committed at the per-square-metre rate they invested to acquire the land.
We will publish actual allocation figures in our annual transparency report once unit economics stabilise.
What we promise
Every Square is linked to a GPS-defined parcel of rainforest at Djarawong, near Mission Beach, Queensland
The land is legally owned and managed by C4 (Community for Coastal and Cassowary Conservation), our conservation partner
Protection is secured through ownership and contractual agreements for a minimum of 10 years
Every Square is visible on our interactive map, showing who protects what
If Square by Square ceases operations, our conservation partner continues to own and protect the land for the duration of the conservation agreement
Our conservation partner
C4
Community for Coastal and Cassowary Conservation
While we started at Mission Beach, Queensland, our platform is going global, protecting nature across the world wherever it is at risk.
We're Henk and Emely
We started Square by Square to make protecting real land feel tangible, human, and something people are proud to be part of.
Henk previously held leadership roles at Atlassian, Salesforce, Qantas, and Commonwealth Bank, and founded Skyrove in 2005.
Every decision we make, every claim we publish, and every partnership we form is guided by one principle:
If we can't verify it, we don't say it.
Impact and claims
What "at-risk" means
- It is located in an active deforestation frontier where pressure from agriculture, development, or infrastructure is documented
- Our conservation partners have identified it as priority land where intervention changes outcomes
- Without protection, the land faces real and measurable threats
We rely on our partners' on-the-ground expertise to assess and prioritise land.
Protection duration
- Current protection is committed for 10 years minimum
- We are working toward longer-term and permanent protection models
- Any changes to timeframes will be communicated transparently
We don't promise permanence beyond what we can legally guarantee today.
- Protection of land from clearing and development
- Support for biodiversity and ecosystem resilience
- Enabling conservation organisations to hold and manage land
- Claims of exact carbon quantities unless verified and published
- Language around carbon offsetting or neutrality
- Comparisons that imply superiority over other conservation models
If we share impact data, it is backed by verified research or partner reporting.
Our values
Curiosity
We embrace learning and exploration
Compassion
We care about people, animals, and our planet
Creativity
We question the status quo and develop unique solutions
Open Company
We aim to be radically transparent in all our work
Still have questions?
We are happy to walk you through the structure, our conservation partner, or any specific project in detail.
Want to understand the structure better? Ask us
Want to see contracts or partner agreements? Reach out
Interested in partnering with us? Get in touch
Every Square is a step toward making nature protection simple and accessible.