Connecting SAF operations and corporate customers at Finnair
Due to the nature of the offering, most airline Sustainable Aviation Fuel (SAF) programs start small — a limited customer base and a single supplier relationship — creating early-stage pilots to test market demand. Some airlines, like Finnair, are thinking ahead: they’re building foundations that can scale as the market matures, regulatory requirements expand, and customer demand grows.
Finnair’s journey demonstrates what building scalable foundations looks like in practice. Over the past several years, their SAF program has expanded from passenger-facing contributions to comprehensive inventory management and B2B distribution. Each phase built on the last and added new capabilities as their program evolved.
Getting started with enabling customer contributions to SAF
In 2022, Finnair wanted to start offering customers the ability to contribute to SAF.
Finnair launched a book and claim program using SAF environmental attributes that Chooose helped source. This program enabled passengers to see estimated emissions from their travel and make voluntary contributions toward SAF environmental attributes, as well as purchase carbon credits.
Finnair became one of the first airlines globally to offer customers the opportunity to contribute to SAF in this way.
By integrating across multiple customer touchpoints — from booking confirmation to post-travel engagement — Finnair made passenger participation central to their SAF program.
The outcome: Finnair helped support the emerging SAF market while gaining insight into what resonated with passengers, shaping its SAF strategy while actively engaging its customer base.
Shifting to direct procurement and more automated processes
As the SAF market continued to grow and Finnair secured their own supply in 2023, Chooose continued supporting downstream distribution as the airline evolved their program operations.
Finnair was no longer solely offering externally sourced SAF scope 3 environmental attributes. Instead, they began managing their own inventory and planning how to scale end-buyer programs across multiple distribution channels. Operational requirements quickly became more complex.
The outcome: Tracking all components of SAF environmental attribute inventory — including offtake agreements, deliveries, uptake, and distribution meant complex spreadsheets, fragmented data sources, and coordination across multiple internal teams and external systems. As volumes increased, manual processes created bottlenecks. Finnair recognized the need for software to manage both inventory and distribution.
Scaling action through software
In early 2025, Finnair began managing its entire voluntary SAF scope 3 environmental attribute inventory through Chooose, replacing manual processes with automated inventory management and integrated distribution channels in a single, centralized system.
With Chooose, Finnair can:
- Track their voluntary SAF inventory in real-time across suppliers and distribution channels
- Stay ahead of regulatory requirements with built-in compliance and audit-related functionality
- Reduce operational risk through automated processes from delivery to allocation
- Scale easily by consolidating multi-supplier inventory and distribution into one platform
- Connect previously siloed teams through shared data, reporting, and insights
Expanding distribution channels
The Chooose platform has also enabled Finnair to expand its SAF program into new channels. Since late 2025, a Chooose-hosted solution integrated into the existing Finnair for Business portal allows corporate customers to access emissions reporting based on historical Finnair flight data, purchase SAF environmental attributes, and download supporting documentation.
“Chooose has been a valuable partner from the beginning. The platform in its current format lets us manage our operations more efficiently, track our supply, and offer SAF contribution options to our corporate customers with confidence.”
Finnair can now continue expanding SAF distribution to additional customers, supporting their long-term decarbonization goals with transparency and ease.
The outcome: The operational foundation Finnair built with Chooose for SAF inventory management enabled meaningful expansion to new distribution channels. The corporate portal launched within months, and Finnair plans to engage additional end buyers throughout 2026.
“We built our platform to adapt to the evolving SAF landscape and grow with airline partners as their programs expand. It’s been a privilege to partner with Finnair since the start of their SAF journey — and we’re excited to continue growing together,” said Joseph Beaudin, CEO at Chooose.
