About truenorthwealth.net
A free, independent educational project that explains startup business models and the measures behind them, written for readers in Canada.
Our mission
Startups now ask ordinary people for attention, subscriptions and sometimes investment. We want every reader to understand how these companies earn and spend money, which numbers matter, and how much risk sits behind a confident pitch.
The project, described like an operating manual
Equipment comes with a manual that says what it is for, what goes in and what its limits are. Here is ours.
- 01Purpose
- Helping adults in Canada understand how startups earn, spend and raise money, so they can read company materials, news and pitches more critically.
- 02Not designed for
- Investment advice, rating companies, recommending offerings or platforms, or tax and legal opinions. We do not manage money or raise capital.
- 03Inputs
- Publications of Statistics Canada, federal departments, the Business Development Bank of Canada, Canadian securities regulators, academic research and primary legal texts.
- 04Process
- Research, drafting, a separate fact check against primary sources and a plain-language edit before anything is published.
- 05Funding
- The site is funded by advertising. All content is free. We sell no financial products or services and receive no commissions or fees for mentioning any company or platform.
- 06Who runs it
- An independent editorial project run from Vancouver. Articles are signed by the editorial team; we do not present invented experts or credentials.
- 07Known limits
- Rules and statistics change. We date our articles and correct them, but a page may lag behind a new rule; the official source always prevails.
- 08Corrections
- Readers can report an error through the contact form. Substantive corrections are dated at the end of the article concerned.
Editorial standards
How information is selected, checked and presented on every page.
- 01
We describe, we do not rate
Models and measures are explained in general terms. No page ranks companies or suggests that one will succeed.
- 02
We separate explanation from opinion
Where practitioners or researchers disagree, we describe the positions instead of picking a side.
- 03
We avoid promises
No page suggests that an investment, method or platform will produce a result.
- 04
We state the risk
Whenever investing in startups comes up, the high chance of losing money is stated alongside it.
- 05
We date and correct
Every article shows its date. Substantive corrections are noted at the end of the article.
A word on risk
Our articles discuss startups, funding and investing as subjects of study. All investments carry risk, including the possible loss of capital, and past performance is not a reliable indicator of future results. Shares in startups and other private companies carry particularly high risk: most young companies do not succeed, and investors can lose the entire amount.
If you are making a decision about your own money, consider your full situation and, where needed, speak with a registered professional. Read our disclaimer and terms of use for details.