Is Compare Ethics Still in Business? (2026 Update)
Still after Compare Ethics?We have not confirmed a current listing, so this searches Amazon for you.
Look for Compare Ethics on AmazonFull story →James and Abi Morris wanted to help shoppers check a clothing brand's ethical credentials before buying, pitching that verification platform into series 18, episode 5 at a time when supply-chain transparency was becoming a real consumer talking point.
The company is still operating, though what it actually sells today looks quite different from what pitched.
A split panel, a joint deal
The founders wanted £70,000 for 10% of the business, and Peter Jones and Deborah Meaden funded it together. Two Dragons choosing to split one pitch between them doesn't happen often, and it usually means each of them independently liked the idea enough to want in, rather than one persuading the other.
Verifying a clothing brand's supply-chain claims depends on data many manufacturers would rather not share, which is likely why some Dragons found the original business model hard to pin down even while they liked the mission behind it.
From a shopper's app to a retailer's compliance tool
The business now calls itself an AI-driven sustainability compliance platform, aimed at helping retailers check their own green claims and stay on the right side of regulation, and it reports upward of 1,300 working professionals using it.
That is a common enough path for early platform businesses: the paying customer that shows up reliably often turns out to be the company that needs to prove compliance to regulators, not the individual shopper the founders originally pictured using the product.
What this means if you were looking for the original tool
compareethics.com is live, but it no longer functions as a consumer app for checking a brand's ethics before you buy, so anyone searching for that original use case should adjust their expectations.
What survived the shift was the name and the people behind it, not the customer. The buyer went from an individual browsing a comparison site to a retailer paying for a compliance dashboard.