Inovia Capital Launches Campaign to Showcase Canadian Tech Talent

Inovia Capital has launched a new campaign titled “Canadian Roots. Global Mindset,” aimed at promoting Canada as a leading player in the global technology sector. The initiative, unveiled this week, seeks to highlight the country’s unique advantages, including its significant pool of talent, multilingual workforce, and a strong entrepreneurial spirit.

The campaign features a series of 17 videos showcasing CEOs from Inovia’s portfolio companies, including Cohere, Hopper, and Wealthsimple, discussing their experiences building businesses in Canada. According to Isabelle Audette, Vice President of Marketing and Communications at Inovia Capital, the goal is to shift the narrative around Canada’s technology ecosystem. “There’s talent in Canada, there’s ambition in Canada. It’s time to spread some great news,” she stated.

Highlighting Canadian Strengths in Technology

The idea for the campaign emerged during Inovia’s CEO Summit in June 2023. Just a few months later, the firm is rolling out content aimed at showcasing the strengths of the Canadian tech landscape. In the first video released, Nick Frosst, co-founder of Cohere, emphasized the advantages of having a diverse workforce in Toronto, which supports the development of large language models.

“Having a workforce that speaks all the languages of the world has been super helpful,” Frosst remarked. He also pointed to the influence of renowned AI pioneer Geoffrey Hinton, whose mentorship has significantly shaped the capabilities of Canadian engineers. “The people he has educated are the best engineers on the planet,” Frosst added.

The campaign aims to release two videos each week throughout September and October 2023, allowing each founder to present a unique perspective on Canada’s competitive edge. Krisine Steuart, CEO of the customer engagement platform SIX, noted Canada’s reputation for being welcoming and friendly, which she believes enhances customer relationships and service delivery.

Fostering a Brighter Global Future

While promoting Canada’s strengths, the campaign also does not shy away from discussing the landscape of venture capital in the country. Frosst described Canadian investors as principled and more cautious compared to their US counterparts. “I like that Canada is principled. I like that we do the due diligence and understand what we’re looking at,” he explained. However, he acknowledged that the US market offers more capital and a greater risk appetite, which presents both advantages and disadvantages.

Adrian Schauer, CEO of AlayaCare, expressed optimism about Canada’s potential to attract socially responsible researchers and innovators. “In 2025, the Canadian brand, our flag is a very good banner to fly under internationally,” he stated, reinforcing the idea that Canada can be a beacon for talent and innovation.

As Inovia Capital continues to support its portfolio, Audette mentioned that they plan to expand the video series to include founders outside their current investments, further enriching the narrative around Canadian technology.

The campaign not only seeks to enhance Canada’s global image but also aims to create a lasting impact on its technology ecosystem by celebrating its unique attributes and successes. Through these efforts, Inovia Capital hopes to inspire future generations of entrepreneurs and innovators.