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Ali de Bold

We were Canada’s first ratings and reviews site when we launched in 2006. Now, we have multiple properties, including, our new technology platform, which enables brands to build and engage with owned communities so they can launch more consumer-driven products.

Tell us about yourself?

I’m a third-generation entrepreneur, but aside from that, I didn’t have any previous experience that led to this company. I co-founded ChickAdvisor Inc with my husband Alex when I was in my 20s because I believed there should be a place for consumers to review products they’ve tried and give advice to others. At the time that we launched in 2006, there was nothing like this out there. Facebook did not exist, YouTube was only a year old, and Amazon was primarily just an online bookstore. We really didn’t have anything to base our business on, and investors thought it was a dumb idea. We bootstrapped the company, and I’m so glad we did because it’s been almost 17 years now, and we’ve done well.

If you could go back in time a year or two, what piece of advice would you give yourself?

Don’t freak out. COVID-19 isn’t going to destroy your business.

What problem does your business solve?

Helping consumers make more informed purchases and helping brands better understand the needs of consumers.

What is the inspiration behind your business?

The inspiration was my messy bathroom and the many half-used bottles of product under my sink. I was tired of wasting money on products that didn’t really work for me. I was trying to solve this problem for myself and other consumers in general.

What is your magic sauce?

We have the best, most experienced team in the business. And our Butterly technology is a game changer for brands to connect directly with consumers and run their own programs with or without our help.

What is the plan for the next 5 years? What do you want to achieve?

We are on a strong growth path, and I’d like to see our business double within the next five years. We are also working on expanding into other markets.

What is the biggest challenge you’ve faced so far?

The biggest challenge is always competition. There are so many businesses that offer similar services to ours, and then it becomes only about price in the minds of our customers. But keeping one step ahead and really understanding the needs of our customers has led to many innovations over the years. is a great example of that. We get copied a lot, which is annoying, but it’s also a compliment.

How can people get involved?

Consumers can sign up to collaborate with brands at, and Brands interested in building community and/or gathering ratings and reviews and consumer insights can contact us at and request a demo.