FRIDAY · 01 MAY 2026

Michael English

Clonmel · Co. Tipperary · Ireland
WORK

What Michael English is building.

Three companies. One thesis: that climate action is too important to depend on user opt-in.

IMPT.io — carbon-positive travel

IMPT.io is a hotel booking and shopping platform with 1.7 million hotels in 195 countries. Every booking removes one tonne of CO₂ — paid from IMPT's commission, written to a public blockchain, traceable to the underlying climate project. Travellers pay no more than they would on any conventional booking channel.

The mechanic is unusual because the user does not have to choose offsetting. The offset is built into the booking the same way VAT is built into a price: invisible at the till, but real in the accounts. Mr English's argument is that voluntary carbon markets fail at scale precisely because they ask consumers to opt in. IMPT.io makes climate participation the default.

IMPT Token, IMPT Card, IMPT Shop

The IMPT model has been extended into a tokenised loyalty layer (IMPT Token), a Mastercard/Visa debit card (IMPT Card), and a marketplace of more than 20,000 partner brands (IMPT Shop). Each surface uses the same offset accounting: a portion of every transaction funds verified climate work, recorded on-chain. The intent is that the ordinary act of paying — for a hotel, for a coffee, for a t-shirt — becomes a climate action without requiring the customer to think about it.

Bro AI — grief companion

Bro AI is the most personal of the three. After the death of his eighteen-year-old daughter Bronagh on 24 April 2025, Mr English began building an application to help families return to the voice and stories of those they have lost. The work is deliberately small and deliberately not-public — Bro AI does not impersonate the deceased, does not generate words they didn't say, and is not a chatbot. It is, instead, a structured place to keep what was, voiced in the person's own audio. The voice training is built from 557 of Bronagh's own videos. Launch is 24 April 2026, the first anniversary.

What's next

The next IMPT release is an AI-native hotel-booking agent: a single conversation that handles discovery, comparison, booking, and the offset, without asking the traveller to manage any of it. It is, in Mr English's framing, the first version of the product where the carbon outcome is fully invisible to the user — and therefore, finally, scalable.