In a recent LinkedIn post, Dan Sherrard-Smith shares a compelling narrative of how he and his co-founder, Julia Kotula, managed to shift £1.2 billion into the green economy, achieving their ambitious goal a year ahead of schedule. Sherrard-Smith details the personal motivations and strategic pivots that led to the success of their business, MotherTree, which aims to help organizations redirect their finances towards sustainable investments.
The journey began in August 2021, a period of significant personal change for Sherrard-Smith, who had just welcomed a four-month-old son and left his job without a steady income. The initial goal of shifting £1 billion into the green economy by 2025 seemed, by his own admission, “completely impossible.” This audacious target was born from a stark realization about his own pension fund.
“I’d just discovered that 2% of my pension was in fossil fuels = BP and Shell. Another 1% in tobacco. Another 1% in weapons. Businesses I would never work for. Never choose to invest in. And yet every month my money had been going there without me knowing.”
This personal discovery prompted a broader investigation into the financial sector’s role in funding environmentally damaging industries. Sherrard-Smith highlights the significant investments made by major banks into fossil fuels, stating, “The world’s 60 biggest banks put 50 times more into fossil fuel expansion than the fossil fuel companies themselves.” He powerfully illustrates the connection, noting, “Money is the oxygen on which the fossil fuel industry burns.” This understanding became the driving force behind his commitment.
The Genesis and Growth of MotherTree
Driven by this conviction, Sherrard-Smith co-founded MotherTree with Julia Kotula. The business was designed to facilitate the movement of corporate and individual funds away from harmful investments and towards sustainable alternatives, often securing better interest rates in the process. Sherrard-Smith acknowledges that the initial two years of operation were characterized by slow growth, a common challenge for many startups.
The LinkedIn Catalyst for Growth
A significant turning point for MotherTree occurred in November 2023. According to Sherrard-Smith, this shift was directly attributable to a change in his approach to content creation and engagement on LinkedIn. He began consistently sharing his message about the impact of financial flows and the importance of sustainable investing, not to build a large follower count, but to connect with potential clients who were aligned with MotherTree’s mission.
“I started showing up consistently on LinkedIn with a clear message about where money actually goes and why it matters. Not to build an audience but to find the organisations who were ready become clients.”
This focused strategy proved highly effective. As Sherrard-Smith reports, within months, the business saw a dramatic increase in qualified leads, exceeding 100 per week. This surge in interest allowed MotherTree to scale its operations, partner with leading climate scientists, and secure a significant client in the NHS.
Achieving and Surpassing the Goal
The impact of this renewed focus and strategic outreach culminated in 2024 when MotherTree surpassed its initial £1 billion target, reaching £1.2 billion in capital shifted to the green economy. This achievement represents a reduction of an estimated 266,627 tonnes of CO2. Sherrard-Smith emphasizes the dominant role of LinkedIn in this success, stating:
“90% of that growth came through LinkedIn.”
He shares this milestone not merely to highlight the impressive financial figures, but to underscore the power of overcoming perceived impossibility. Sherrard-Smith concludes his post by prompting reflection among his audience: “What feels impossible in your business right now?” This question encourages entrepreneurs and business leaders to consider their own seemingly insurmountable challenges and the potential pathways to achieving them, drawing inspiration from his own transformative journey.
📝 About This Content
This article is based on insights shared by Dan Sherrard-Smith on LinkedIn.
📅 Originally posted on April 24, 2026 | View original post on LinkedIn →