Jade Underwood, founder of Florent GTM
Jade Underwood founded Florent GTM in 2026 and runs it as a fractional commercial partner for climate-tech and impact startups, covering sales, marketing and go-to-market. She has spent years working in sales, partnerships and marketing inside climate and impact companies, has attended more than 30 ESG and sustainability conferences, and holds courses with Oxford and the United Nations. She is based in Cape Town and works with founders worldwide.
"I started Florent because I kept watching brilliant impact companies lose deals they deserved to win."
The pattern was always the same. Founders with world-changing products, stumbling over the commercial story. Buyers who should have said yes, walking away confused. Pipelines going quiet, not because the offering was weak, but because nobody had built the system around it.
Florent exists to fix that part. Jade works as a fractional commercial partner across sales, marketing and go-to-market: outreach and lead generation that runs, a CRM that is not a graveyard, positioning, decks and the website. The aim is a system the founder keeps running afterwards, rather than a consultant permanently on the calls.
Why a climate specialist rather than a generalist
Sustainability buyers make decisions against regulation, procurement policy and scientific credibility. Knowing which rules are driving a purchase this year, and which stakeholder cares about which part of it, is most of the job.
That knowledge came from being in the room: years embedded in the sustainability world, at the conferences, building the relationships and the certifications behind them. More than 30 ESG and sustainability conferences, a network of over 3,000 sustainability professionals, and courses with Oxford in the Future of Sustainable Business and the UN in Nature-Based Solutions.
How she works
Engagements start with discovery, move to a prioritised roadmap, then into execution: the sequences, the CRM, the content, the sales materials. Not a document at the end.
AI carries the repeatable load across research, content, outreach and workflows, which is what lets an early-stage company run real commercial volume without adding headcount. A person still approves anything that reaches a buyer.
Most early-stage teams have neither the capital for a full-time sales and marketing hire nor the stability to onboard one well. Senior commercial thinking without the full-time commitment is the gap Florent fills.
Oxford
Future of Sustainable Business
UN
Nature-Based Solutions
30+
ESG conferences attended
3,000+
Sustainability network
Cape Town
Remote worldwide
Let's talk about what's holding you back.
If you're building a climate or impact start-up and the commercial side isn't keeping up with the ambition of the work, a free 30-minute call is the place to start. Response within 24 hours.