Next36 startup Correly acquired by Ottawa-based GenM

Founder Etai Mizrahi on stage at Next Canada.

Toronto-based startup Correly, which provides a platform that streamlines product demos, has been acquired by Ottawa-based GenM. Terms of the deal were not disclosed.

Correly’s platform allows companies to browse and click with customers on the same screen, and calculate how engaged customers were during the demo, to see what works. Correly can also connect to other tools like Hubspot and Zoom.

Correly will remain active until the end of the month while the team transitions the product into GenM.

GenM offers free courses and digital marketing apprenticeships for students. While students get valuable marketing experience, small businesses can work with students to form a small marketing team as they scale. In June, GenM was a finalist in AccelerateOTT’s pitchfest.
 

Co-founder Etai Mizrahi told BetaKit that Correly creates a virtual workspace unlike traditional video conferencing, allowing two people to co-browse and click through on a page at the same time.

“Correly was the right technology for GenM because it will give any business owner on GenM the ability to connect with their apprentice online, regardless of where they are in the world,” Mizrahi said.

Correly will remain active until the end of the month while the team transitions the product into GenM.

“Our decision to join GenM is driven by the alignment in our missions and the Correly product will continue to facilitate connections globally through their apprenticeship marketplace,” co-founders Jay Parthasarthy, Mizrahi, and Andrew McEwen wrote in a Medium post.

McEwen and Mizrahi are joining the GenM team, leading business growth from Toronto by hiring engineers, designers, and marketers.

Launched eight months ago, Correly recently graduated from Next Canada’s Next36 program. The company initially created Correly as an internal product demo tool, but found many conversations would happen within the tool. The company pivoted six months ago, and has since hosted over 10,000 hours of video calls from more than 200 companies across the world.

The company decided to pivot during the Next Canada program, where Correly said it learned negotiation tactics from Reza Satchu, managing partner and co-founder of Alignvest, who is also the founding chairman and co-chair, for Next Canada.

“Next Canada was able to accelerate the growth of ourselves as founders and the business as it provided us access to resources and opportunities that weren’t possible without the program,” said Mizrahi. “We were able to not only create new relationships during the program with our team but the entire cohort.”