In this session, Nathan unpacks the psychology behind trust, the gap between perception and reality, and how SaaS companies can close it using a mix of empathy, clarity, and smart creative. From pricing strategy and brand packaging to refund policies, this is a tactical blueprint for founders who want to build companies customers believe in.

Chris Arsenault has been investing in Canadian software since 2007, a time long before unicorns were a Canadian phenomenon, before cloud was the norm, and before AI dominated every boardroom agenda. At SAAS NORTH 2024, Chris shared what he was seeing in the market at that moment, and where he believed Canadian SaaS was headed next. He didn’t sugarcoat it. Capital was tightening. Investors were getting pickier. Growth was still possible but only for founders willing to adapt. Now, months later, the clarity of his message still resonates. Here’s what Chris laid out then and what it means for SaaS founders navigating 2025 and beyond.

Generative AI has become the loudest conversation in SaaS but at SAAS NORTH, Stephany Lapierre, CEO of TealBook, brought the clarity. In a refreshingly tactical session, she unpacked what it took to build and launch Aime, TealBook’s Gen AI-powered supplier intelligence tool. Rather than leaning into hype, Stephany focused on the operational realities: building with purpose, starting with clean data, and solving real problems inside real workflows. Her approach is a masterclass in how to move from prototype to production, and a reminder that in the age of AI, disciplined execution beats ambition alone. Here are four lessons every SaaS founder should take from TealBook’s tried and tested approach.

Founders are often told to “think big,” “move fast,” and “raise money.” But what if the real challenge isn’t getting capital—it’s what comes after? In an industry shaped by hype cycles and funding headlines, it’s rare to hear the honest, hard truths about how venture capital actually works. That’s what made “The Masked Investor” session at SAAS NORTH so refreshing (or was it the SaaSquatch outfit). Beneath the costume was a seasoned VC who’s spent a decade deploying hundreds of millions—and who was finally free to speak plainly about what founders are getting wrong.

Success stories dominate headlines, but failure is often the unspoken foundation of entrepreneurial growth. At SAAS NORTH, Marie Chevrier Schwartz, CEO of TechTO and Peerscale, took to the stage in a raw, honest and insightful discussion on all things failure—why it’s an inevitable part of the founder journey, how to navigate its emotional and professional fallout, and why setbacks often serve as stepping stones to greater success.

In a fast-paced industry like ours, team management is not only a moving target; as a company grows and scales, the way you manage your team can also be a competitive edge in itself. Factor in hybrid, remote, and cross-time-zone working arrangements, and things can quickly get complicated. We spoke with Michelle Brooks (Chief People & Culture Officer at Security Compass) and Mike Gozzo (Chief Product Officer at Ada) to get some tips about how they design and manage high-performing teams.

In a fast-paced industry like ours, team management is not only a moving target; as a company grows and scales, the way you manage your team can also be a competitive edge in itself. Factor in hybrid, remote, and cross-time-zone working arrangements, and things can quickly get complicated. We spoke with Michelle Brooks (Chief People & Culture Officer at Security Compass) and Mike Gozzo (Chief Product Officer at Ada) to get some tips about how they design and manage high-performing teams.

So, you’ve raised a round of seed funding – congratulations! But now what? This phase of growth is all about defining, refining, and systematizing. In the words of Janet Bannister, who’s been a seed-stage investor for over a decade, “I’m a big believer in running a tight ship… and it’s easier to put those things in place when you’re a small startup.” We spoke with Janet and also Kaylee Lieffer, founder of private labelling beauty SaaS platform Blanka about what to focus on at this stage.

Martin Basiri’s passion for increasing educational opportunities was so strong—and so personally driven—that he left his own unicorn company to start from the ground up. Speaking with SAAS NORTH, Martin explained more about how passion led him to found (then leave) ApplyBoard and ultimately start Passage, raising a $40 million Seed round.