About Us

We're on a mission to make financial forecasting accessible to everyone.

Our Story

Profitual was born out of frustration. We watched too many smart founders and business owners struggle with financial forecasting—not because they lacked intelligence, but because the tools available were designed for finance professionals.

Spreadsheets are powerful but unforgiving. One broken formula can cascade into chaos. Consultants are expensive and leave you with a black box you can't update yourself. And most software assumes you already speak the language of finance.

We believed there had to be a better way.

500+ businesses trust Profitual

Our Approach

Instead of forcing you to think like an accountant, Profitual lets you think like a business owner.

Revenue Streams

Not just "revenue line items"—model how your business actually makes money.

Cost Drivers

Not just expense categories—understand what actually drives your costs.

Team Structure

Not just headcount numbers—plan your team the way you actually think about it.

Who We Serve

We work with founders, operators, and finance teams across Canada who need professional forecasts without the professional price tag or learning curve.

Whether you're raising your first round, preparing for a board meeting, or just trying to understand where your business is headed—we're here to help.

Leadership Team

Experienced leaders in finance, investment, and technology building the future of financial forecasting.

Ray Fitzpatrick

CEO

Ray spent over a decade in venture capital and private equity, where he reviewed thousands of financial models and watched founders struggle with forecasting tools that weren't built for them. He founded Profitual to bridge the gap between what business owners need and what traditional finance software delivers.

Craig McLaughlin

CFO

Craig is a CPA, CA with extensive experience in corporate finance and accounting across both public and private companies. He brings deep expertise in financial reporting, forecasting, and helping businesses build the financial foundations they need to scale.

Tim Harrison

Head of Engineering

Tim leads product and engineering at Profitual, bringing over 15 years of experience building software products and more than a decade specializing in machine learning and AI. He's passionate about applying AI to make complex tasks simple, and believes great software should feel intuitive from the first click.

Get in Touch

Have questions? Want to learn more about how Profitual can help your business?