John Ridd is the Co-Founder and CEO of Greenpixie, a London-based cloud and AI efficiency startup providing high-fidelity, usage-based sustainability data to help enterprises measure and reduce their digital carbon emissions.

John earned a BA in Business/Managerial Economics from the University of Hull and built his career in SEO and digital marketing, running his own consultancy and working with over 100 companies before pivoting to climate tech.

Inspired by a Channel 4 documentary on the tech industry's carbon footprint, John co-founded Greenpixie at a Hackney hackathon after recognising that digital emissions represented one of the most measurable and solvable sustainability challenges.

John participated in Carbon13's Venture Builder program and has grown Greenpixie into a GreenOps platform serving Fortune 1000 clients including Mastercard, integrating with AWS, Microsoft Azure, and Google Cloud.

Greenpixie has raised £4.7M in Pre-Series A funding led by VERBUND X Ventures, partnered with Flexera and Infracost, and was highlighted by UK Minister Mary Creagh CBE MP as an example of British innovation in digital sustainability.