Carbon sequestration in soils has gained attention in the EU as a way for farmers to reduce net greenhouse gas emission from agriculture. Business funding can be an additional resource for these efforts. Several business initiatives in the EU are currently developing models to attract finance, advance knowledge, and pursue practical solutions. In this focus we review challenges and experiences of such initiatives. We find that private business models can be feasible but that their success for climate change mitigation critically depend on system design, verification, and accountability. Public resources are still required as healthy soils is a public good, as well as a holistic approach to incorporating carbon sequestration in a broader environmental agenda for agriculture.