Imagine an energy transition asset designed specifically for Bitcoin. That is exactly what the Sustainable Bitcoin Protocol (SBP) is.
The company has been accepted into Abu Dhabi’s Hub71 ecosystem and was created amid a key moment in the financial industry’s history, as asset managers offering investments that aim to support the energy transition and mitigate climate change are being forced to adapt quickly to changing geopolitical circumstances.
According to its founder, SBP was created to build for the future of energy transition investing, powered by Bitcoin and based in the UAE. In a conversation with Finance Middle East, its founder, Bradford van Voorhees discusses his entrepreneurship journey, as well as the intersection of digital assets, proof of work consensus, and energy transition finance.
What drove you to join the startup world?
I’ve wanted to be an entrepreneur for as long as I can remember. From a young age, I was drawn to bending the rules and building things from the ground up. While working a corporate job in Asia, I supported large retail brands in developing responsible supply chains. But even then, I constantly felt the urge to create.
While living in Vietnam, I invested in my friend’s hospitality group and spent my nights and weekends helping them build, literally hanging art myself, sourcing equipment, etc. It never felt like work; it was passion. Yet, we achieved great financial success and earned numerous accolades.
Professionally, I spent nearly a decade in a senior sustainability role at a NYSE-listed conglomerate. In my personal time, I was deeply immersed in digital assets and believed they would reshape traditional finance. Over time, I saw a clear opportunity to create an entirely new type of environmental asset tailored for the Bitcoin network. That vision is what led to the creation of the Sustainable Bitcoin Protocol (SBP). It combined my passion for sustainability, belief in the future of digital assets, and drive to build something meaningful.
Why did you choose the Middle East as the place to start/expand the business?
The Middle East, particularly Abu Dhabi, has rapidly positioned itself as a global hub for digital asset innovation and climate finance. The region offers a unique mix of progressive regulation, global connectivity, visionary leadership, and an ecosystem that proactively supports startups.
For our globally distributed team, Abu Dhabi provided the ideal base. It offered a central location between Asia, Europe, and the US, making collaboration across time zones more efficient. Being accepted into the Hub71 ecosystem confirmed that this was the right place to build. The community gave us access to aligned networks, high-calibre talent, and a level of strategic support that is hard to find elsewhere. With ADGM providing a clear and robust regulatory home, we view Abu Dhabi as the long-term foundation for our growth.
How would you describe the region’s startup scene in three words?
Supportive: It’s incredible that so many stakeholders are so accessible and working with a unified vision. The region’s leading VCs, sovereign wealth funds, and even the regulator are around the corner and supporting our growth.
Ambitious: I recently heard the phrase to describe the UAE, “from seaport, to airport, to brain port,” and I immediately thought, “that is spot on!”. The region is actively attracting the world’s best talent and providing the resources needed to build the greatest companies of tomorrow.
Visionary: Countless cities and countries are trying to attract talent. The GCC, and in my experience, specifically Abu Dhabi, has such a grand vision for what this city can be. Five years from now, ADGM will be exponentially more bustling than it is today, attracting top talent from around the world. Year-on-year, I can see this vision coming to fruition.
Is there something that has surprised you in your journey?
The level of support across the ecosystem has genuinely exceeded our expectations. From regulators to investors to fellow founders, the community in Abu Dhabi has shown a remarkable willingness to engage, collaborate, and help us succeed.
What surprised us most was how quickly stakeholders embraced what we’re building at SBP. We’re creating a new category of environmental assets, and instead of resistance, we’ve encountered enthusiasm and active interest. That kind of openness and proactive support has accelerated our ability to scale, refine our offering, and stay focused on long-term impact.
What are (in your view) the keys to approaching investors successfully?
Start with a clear vision. You need to be able to articulate what you are building, why it matters and how your solution stands out. Equally important is showing a deep understanding of the market, demonstrating clear knowledge of the market opportunity, competition, and customer needs.
Beyond that, focus on relationships. The best investors aren’t just sources of capital; they’re long-term partners who bring strategic value and alignment. Find people who believe in your vision and want to help you build it.
What was the most challenging part of raising funding, and how did you overcome it?
Raising capital during periods of market uncertainty is never easy. It requires persistence and a compelling long-term vision. We overcame these challenges by clearly demonstrating that Bitcoin and institutional digital asset adoption were on the horizon and that we were building for the future. We consistently built relationships with investors who share our belief in the potential of digital assets to drive the clean energy transition.
What is the best piece of financial advice you have received?
“Raise capital not just from investors, but from strategic partners who genuinely understand and believe in your vision.” This ensures alignment beyond financial support, significantly enhancing long-term growth and impact.
What has been your biggest success and your biggest failure?
Our biggest success has undoubtedly been creating and launching the first energy transition asset designed specifically for Bitcoin and being accepted into Abu Dhabi’s Hub71 ecosystem. That validation, along with the early traction we’ve gained, reinforces our belief in the long-term impact of what we’re building.
Conversely, our biggest failure initially was sharing our ambitions publicly before our vision was fully ironed out. As an entrepreneur, you are constantly learning. If I could go back in time and change a few things, I would have waited before publishing a website, waited to approach certain institutional investors, and in general, built in stealth for the first six months. We also underestimated how complex and resource-intensive it would be to establish credibility and educate the market about the novel energy transition asset we have created, leading us to refine our messaging and approach significantly.
What is the best quality a leader can have?
Resilience. As a founder, you must be willing to face rejection, operate with limited resources, and keep going when the path forward isn’t clear. There will be moments when you’re close to running out of cash or working without a paycheck, and your ability to stay focused and push through is what defines your leadership.
I often come back to a quote I heard: “The team that can tolerate the most uncertainty is the one that will eventually win.” A great leader must clearly see the path forward and remain resilient no matter how tough times get. You need to be able to foster resilience within your team and organisation while assuring investors that you are making steady progress and will persist until your vision becomes a reality.
Where would you like to be in 5 years’ time?
In five years, we aim to become the leading on-chain energy transition financial company, powered by Bitcoin. Our goal is to help shape the future of sustainable finance by making digital assets a force for climate-positive outcomes.
We also plan to firmly establish Abu Dhabi as our global headquarters, supported by a diverse and talented team driving innovation at the intersection of energy, finance, and Bitcoin. The region’s long-term vision and leadership in climate finance make it the ideal destination for us to scale our impact globally.
