SAAS NORTH NOW

AI is helping users reach value faster, while making product-led growth more expensive, pricing less straightforward and differentiation harder to defend.

During a SAAS NORTH 2025 discussion moderated by Leo Lax of L-SPARK, Kevin Ford (Calian Group), Jil Macdonald (Walnut Insurance) and James Povitz (NAventures) explored how startups, investors and enterprises can work together to bridge that gap.

Growth conversations often begin with capital, though investors are only part of the picture. Non-dilutive funding such as grants increasingly plays a role in how growing companies finance hiring, product development and expansion.

When Evan Solomon, Canada’s first Minister of AI and Digital Innovation, joined SAAS NORTH in late 2025, the conversation centered on a bigger question: could Canada move beyond AI research leadership and become a place where enduring AI companies are built?

The best ideas in SaaS often take shape through conversation, on stage, between sessions and in the moments where operators compare what they are seeing in real time. Across those discussions, a consistent pattern has started to emerge.

Inside many companies, AI hasn’t arrived all at once. It has been showing up in small ways, a tool here, a workflow there, gradually finding its place inside day-to-day work. What follows is rarely a clean transformation.

For years, SaaS growth followed a simple equation: more people meant more seats, more licences, more revenue. Now, as AI begins to absorb work that once required teams, that relationship is starting to break.

Product teams today can build faster than ever. Tools like Claude Code and AI copilots have compressed development cycles and lowered the cost of execution. What hasn't changed is the harder part of product work.