Europe’s soil is being irreversibly lost and degraded mainly due to natural factors such as climate change and human activities such as agriculture. While an investment in soils is necessary, soils can take decades to recover. Given this scenario, the EU-funded InBestSoil project will design an economic valuation system of the ecosystem services delivered by a healthy soil and the impacts of soil interventions, and assess its incorporation into business models and incentives. This will allow public and private organisations to assign economic value to their actions. Involving 19 partners like farmers and enterprises from 10 countries, InBestSoil will provide data, evidence, tools and models to assess how investment in soil health can contribute to long-term resilient and sustainable use of soil.