8 min read
This Canada Day, we’re marking more than just our country’s birthday - we’re celebrating 25 years of building something proudly Canadian. Since 2000, Venngo has grown from a bold idea into the nation’s leading perks program, helping millions discover more value in their everyday lives.
To mark this milestone, we sat down with our founder, Tom De Lulis, for a candid conversation about the early days, the pivots, the perseverance, and the people who’ve helped shape Venngo’s journey from startup to success story.
Also, in the second half, we reflect on what it means to support Canadian businesses today - and why we’re doubling down on that commitment for the future.
On Inspiration to Start Venngo 25 years ago.
Q: When you decided to start a company, what issues were you trying to solve?
A: Venngo started as a very different company, with very different ideas and problems to solve. We met a market roadblock very early after our start that forced us to pivot. I guess the issue we are always solving is what is next? How do we keep moving forward and improve in all areas of the organization. We don’t sit still for very long. The products are always innovative and improve our promises to clients.
Q: What was the original idea – what has it turned into?
A: The original idea I would describe as part of an online incubator, start-up builder, and crowdfunding (actually crowdvolunteering) all brought together. Timing, of course, is a critical part of success, and time let it know it wasn’t on our side early with the .com bust that quickly followed our beginning.
Q: Are there any memorable first times you can share with us?
A: The most exciting part of anything we do is seeing people use, and benefit, from the products we are building. There are always new firsts. Each new function or feature brings memorable launches and the anxiety waiting for those first few people to engage with what we’ve built and start using it. The satisfaction people have with our products means a lot to us as a company.
On the shifting landscape of employee perks.
Q: Can you talk about the various financial issues that happened, the financial crash of 2008, the 4-year pandemic, future trade war with the US etc.?
A: Well, the first big one that hit us was the .COM bust of early 2000. That was the first major event we had to contend with. We were a small, determined, talented, and quick-to-pivot team that most importantly was blessed with supportive clients that moved with us through the pivot. at that time.
As it turns out, when economic times are stressful, our product is well suited to benefit the people using the programs as well as those partners wanting to provide special offers and discounts to them. And, because we service such a broad range of verticals, we are able to remain somewhat balanced as the peaks and valleys of specific industries may be affected by the issues of the day.
Q: Can you talk about the decisions, hiring or otherwise that Leadership took that helped curve the issues?
A: Bring great people together and you can solve all issues…period. We really have a great team at Venngo. Many, many, talented people have gotten us to where we are today, but our team at this moment in our history is the best we have had operating the company. There is energy and momentum that is exciting to see and be a part of. Our job as leaders in the company is to make sure that magic continues to happen. John, our president, has always held this as very high priority for the company. It is something that is very important to all of us, and something we take a great time nurturing.
On Achievements & the Future.
Q: What achievements are you most proud of?
A: There are a couple of things that stand out for me right now —at this point in my history with the company; (i) I am proud that 25 years after being part of the start of something, I am still here to talk about it and tell you how well we are doing, and we continue to grow and innovate in our space. (ii) I am proud to have been part of a company that has allowed so many people to join us and be successful in their careers, to grow and to learn. Nothing makes me prouder than watching members of our team be successful in their goals.
Q: What are you looking forward to in the future?
A: We always have a roadmap looking at least a couple of years ahead. I am excited about the future we have planned for our products over time. What I am equally excited about is the unknown opportunities —where some of the new tech is going to take us— particularly in retail and e-commerce.
Q:What motivates you to keep going?
A: At a high level I guess it would be things like change, evolution, and growth. Whether it be within myself, in the Venngo team, in the relationships we have with each other, or in the products we deliver, I like to be part of things that continually create and grow. We try our best to cultivate a working environment here at Venngo to sustain those ideas. I am very lucky to have had this special environment to work and learn in.
Q: Following Venngo’s success and constantly needing to adapt to an evolving landscape over the past 25 years, is there any advice you could give for any startups?
A: There are two things I usually talk about when asked for advice in starting a new business; (i) You need to really believe in the “why” you are doing what you are doing and creating what you are creating. And that “why” cannot be to make money. If money is the “why” I have rarely seen success be the result. Create value in yourself and the products you deliver, get the timing right, and the dollars will likely follow. (ii) However, cliché, believe in yourself and take risks early. The risks only feel greater over time as your responsibilities in life will inevitably grow…and yes, the important take away here is risk. It’s on you…that’s what you signed up for…and if you are up for it, it may be one of the most rewarding things you do.
Q: What legacy are you hoping to leave behind?
A: Wow, that’s a big question. I think the most important thing is the difference that you can make in the people that surround you. I hope both I, and Venngo, have made a positive those around us, that would mean the most to me.
Venngo Doubles Down on Supporting Canadian Businesses.
As Canada’s premium perks program provider, we constantly reinforce our commitment to Canadian businesses. As the only Canadian-owned perks program with a nationwide network of local brands, we've spent the past 25 years helping businesses connect with consumers—and we’re not slowing down.
“Venngo was created in Canada, for Canadians,” says Steve Elsdon, VP Brand Partnerships at Venngo. “From small shops to national retailers, we’re proud to partner with businesses that keep our economy thriving. Our members enjoy unique perks while directly supporting homegrown brands.”
Venngo isn’t just about perks—it’s about impact. Every time a member redeems an offer from a Canadian brand, they fuel local businesses and strengthen communities. That’s why we’re doubling our efforts to expand our Canadian partner network, ensuring even more homegrown brands get the exposure they deserve.
Across retail, travel, food, entertainment, and more, Venngo drives real value for businesses and consumers alike. By prioritizing local partnerships, we empower our members to discover and support Canadian brands while enjoying premium perks.
With a trusted network and relentless focus on growth, Venngo remains the go-to platform for high-quality perks that benefit both consumers and businesses.
We hope you’ve enjoyed this journey down memory lane with us. As we look ahead to the future, we remain proud to support the Canadian economy and grateful to our clients, partners, and stakeholders for 25 incredible years. Here’s to the next 25 and beyond!