In this edition of the Business Insights Series, we sit down with Meri Podzic, CEO of As You Know, a data-driven ESG platform with roots in advocacy and a vision for sustainable change. Spun out from a 30-year-old non-profit, As You Know is now tackling one of the hardest nuts to crack in the modern business world: how to monetise ESG data fairly while still promoting equity, governance, and environmental integrity.
Meri brings a wealth of experience from the non-profit sector, where she championed corporate accountability and shareholder activism. In addition to her advocacy work, she contributed to international development through her roles with global organisations. Now, through As You Know, she leads a mission-driven for-profit venture that licenses DEI, racial justice, and environmental data to investment firms and corporations. With a strong commitment to ethical business practices, her team operates on a 50-50 revenue-sharing model that ensures data providers benefit directly from their contributions. Based in Europe and working globally, Meri is building a collaborative ecosystem for high-quality, impactful ESG insights.
In our conversation, Meri opens up about transitioning from the non-profit world to a commercial model, how the political climate is shaping data demand, and what it’s really like to sell DEI and ESG data in 2025. We also explore where the growth opportunities lie (think EU, Asia, and beyond)and how Serenichron’s approach to systems and strategy might help.
Let’s get into it.
From advocacy to monetisation: making ESG data pay off
Meri started As You Know with a clear mission: to make critical ESG data more accessible and usable, but with a twist. Rather than sticking to a purely philanthropic model, she saw an opportunity to license data in a way that benefits both data providers and users.
“We really want to be fair. They already have this incredible volume of data, but no clear way to use or monetise it”
In her words, the goal isn’t just to license data, but to uplift organisations that have spent years aggregating it without a viable business model. With a 50-50 revenue share, As You Know ensures that those who generate the data are also rewarded. That’s a model built not only on fairness but also on long-term sustainability.
What makes this model especially powerful is its inclusiveness. As You Know actively seeks partnerships with nonprofits, researchers, and mission-aligned for-profit firms that hold valuable but underutilised datasets. By offering infrastructure, revenue incentives, and technical support, Meri’s team transforms passive data assets into strategic resources for the entire ESG ecosystem.
The team has already restructured their dashboard to cater to organisations that need storage and licensing solutions. This flexibility shows that As You Know is not just talking the talk but building the infrastructure to support a broader vision of ESG, one that is collaborative, decentralised, and future-ready.
The politics of data: navigating the U.S. landscape
Let’s be honest. DEI and racial justice data are in the political hot seat right now, especially in the U.S. market. Meri doesn’t sugarcoat the situation.
“There’s noticeable caution right now, many are unsure about how to engage with DEI and racial justice data. It’s less about distancing from these values and more about navigating a period of uncertainty, adjustment, and in some cases, rebranding the way this work is framed.”
The backlash is more than theoretical, it’s affecting funding, partnerships, and even access. In a country where legislation and public opinion swing rapidly, many institutions are opting to stay quiet rather than risk criticism or political retaliation. This shift is pushing values-driven initiatives like Meri’s into more cautious waters.
“There’s this incoming climate… I haven’t read it in the press, but it’s coming.” Meri noted, referencing a growing undercurrent of resistance that hasn’t yet made headlines but is very much felt by those in the space.
Amid shifting dynamics in the U.S. market, Meri is exploring new opportunities abroad. Regions like the EU and Australia are emerging as strong prospects, showing greater openness to comprehensive ESG frameworks. This move isn’t just a change in direction, it’s a deliberate, strategic realignment aimed at sustainable growth.
And it’s not just about avoiding political pushback. There are real gaps in the quality and consistency of existing ESG data providers.
“When I was in San Francisco meeting with investment firms and asset management first I heard concerns about the quality and reliability of some ESG data sources. There’s a real appetite for more accurate and decision-useful information.”
The frustration isn’t isolated. As Meri highlighted, “It’s common to see major ESG data providers report significantly different figures for the same company. The lack of consistency underscores the challenges investors face in making informed decisions.” For ESG-focused decision-makers, that’s not just annoying, it’s dangerous. These discrepancies call into question the reliability of mainstream providers and open the door for As You Know to fill the gap with more rigorous, ethically sourced data.
It’s a timely reminder that political headwinds and data inconsistency aren’t two separate problems, they’re two sides of the same coin, both pointing to the urgent need for a better, more transparent system.
Selling the invisible: where sales meet systems
Turning ESG data into revenue isn’t just about putting a price tag on principles; it’s about helping businesses see the direct link between sustainability and financial results. More and more companies are starting to measure real-world impacts like employee wellbeing, tracked, for instance, through absenteeism, and digitisation efforts that reduce costs and increase operational efficiency. It’s a bit like finding hidden value you didn’t realise was there, tucked away in dusty operational corners.
By equipping clients to quantify these kinds of changes, Meri’s platform goes far beyond virtue signalling. It shows tangible value, the kind that even the most finance-focused executive can get behind. This is where ethical practice meets economic sense, and where ESG data becomes not just a report card, but a roadmap to smarter business.
The challenges of monetising sustainability data aren’t limited to politics. Meri is clear-eyed about the early-stage growing pains. Outreach is largely word-of-mouth, and the team only recently started using HubSpot.
“All our meetings so far have come through word of mouth and LinkedIn outreach. It really highlights both the demand for this work and the strength of trusted networks in opening doors.”
This organic growth is admirable, but it’s also inherently limited. Word-of-mouth can validate a product’s value, but it cannot scale it. The early traction is evident: they have over 300 contacts in HubSpot, and impressively, only two people have unsubscribed from their communications.
“We finally got around how to use HubSpot… I think only two people unsubscribed from the content we were sharing.”
That shows clear audience alignment. But alignment alone isn’t enough without momentum.
And yet, the ambition is clear. What Meri and her team need now is scale, and that’s where Serenichron’s systems-driven approach comes in. During our conversation, I walked Meri through a more methodical sales strategy: from enriching government databases to using multi-channel outreach (email, LinkedIn, phone, SMS), and applying 5-10 touchpoint sequences to boost engagement.
“At 1%, that means you need to contact 400 people to book four meetings per day.”
These are the numbers that govern outreach at scale. You can’t just rely on charm and a network. You need systems. And that means data enrichment, CRM optimisation, message sequencing, and contact triangulation.
“We never rely on just one channel of communication or one message,” I explained. “Our common sequences are between five to ten touches, and we usually expect the positive engagement to happen only toward the end.” Instead of going overboard, just aim for a steady and predictable approach.
Go where the people are: from cold calls to warm rooms
But here’s a truth bomb: cold outreach alone won’t cut it for Meri’s audience. The ESG world runs on trust, credibility, and face-to-face interaction. These are not just leads; they’re stakeholders with deep-rooted values, and they want to look someone in the eye before committing to collaboration. Which is why I made the case for an event-driven growth model.
“What you need to be doing is not booking sales calls. You need to be booking events.”
In-person conferences, industry panels, and curated networking sessions can deliver a higher ROI for a product like Meri’s, especially when attendees are already primed to care about governance and sustainability. Events provide a platform for authentic relationship-building, something that’s increasingly rare in the age of automation.
Imagine this: before each event, the As You Know team prepares detailed profiles on 100 to 500 key stakeholders attending, investors, corporate sustainability leads, and data officers. Meetings are booked in advance, materials are tailored, and follow-ups are instant. These aren’t just warm leads, they’re intentional conversations built around aligned missions.
This approach turns the event circuit into a high-efficiency engagement funnel. Every handshake is an opportunity to build trust, clarify the value proposition, and accelerate sales cycles. That’s not sales. That’s strategy, and it’s the kind of strategy that builds not just a client list, but a movement.
And this strategy is backed by what’s working in the industry. The ESG data space is growing increasingly competitive, with providers like ESG Book already serving more than 100 major clients—including Bloomberg, Nasdaq, and JP Morgan. Their standout feature? Radical transparency. ESG Book is the only major provider not affiliated with a ratings agency, allowing clients to audit every single data point. That level of trust isn’t built through email chains, it’s built face-to-face.
In a market where trust is currency, Meri’s move toward event-focused outreach isn’t just smart, it’s essential. These interactions don’t just fill a calendar with meetings; they build confidence in a product where integrity matters more than clever branding. Because in ESG, it’s not just about who you know, it’s about who knows they can trust you.
Building a future without fear
Despite the challenges, Meri remains optimistic. Her vision goes beyond political cycles and startup growing pains. She believes in the power of data to inform, to shift paradigms, and to empower.
“Data is the new oil,” she says. “The most valuable commodity in today’s economy.We want to meet as much people as we can. We want to test our dashboard.”
This is more than just running tests on the product; it’s about seeing if we’re living up to our core values. Can a values-led, data-rich organisation survive in a climate that often feels hostile to both?
I believe the answer is yes, with the right systems, the right partners, and the right markets.
Grow wisely, act globally
This conversation with Meri highlighted a key truth about doing good through business: it’s not enough to have the right values. You need the right vehicle and the right strategy to drive it.
From tackling the inconsistencies in ESG data quality to navigating the politicisation of DEI metrics, As You Know is addressing headwinds with a bold yet pragmatic approach. Their 50-50 revenue model is not just ethical, it’s disruptive in a space where monopolies have long dictated the pace. By building partnerships with overlooked data providers and integrating them into a modern platform, Meri is showing what inclusive innovation looks like.
Meri’s strategy demonstrates true agility, remaining actively engaged in the U.S. market while also expanding focus to ESG-aligned regions like the EU. By responding to early traction signals, such as strong email engagement, and investing in event-based outreach and a systematised sales infrastructure, she’s building a solid foundation for scalable, global growth.
This is more than a data startup; it’s a resilience story. One that reminds us that in times of volatility, clarity of mission and flexibility in execution are your best allies.
About
the Author
Vlad writes about automation, operations, and the little tweaks that make a big difference in how businesses run. A former game designer turned founder, he now helps teams fix broken workflows and spot the revenue leaks hiding in plain sight.
About
Serenichron
Helping businesses grow by simplifying strategy, streamlining systems, and making tech actually work for people. We bring clarity to chaos with practical tools, honest guidance, and just enough curiosity to question the default way of doing things.