Here's the pitch deck of Hardbacon, a fintech startup based in Montreal.

2. Many advisors will refuse new
clients with less than $250,000
to invest. Those that do accept
such clients will typically sell
them high-fees mutual funds,
and won’t be heard from until
the following RRSP season.
Robo-advisors are a one-size
fits all approach to investing.
You can’t decide what securities
you want to hold nor adapt your
investment strategy to ethical
beliefs.
People investing online through
discount brokers, otherwise
known as self directed investors,
can make easily avoidable
mistakes. They tend to buy
different securities impulsively
that don’t fit together rather
than building a portfolio.

3. Studies show that self-directed
investors underperform the market by
3-4%

4. Everything you need to
understand how well
your portfolio is doing.
Seeing the graphic
on top would be
better

5. Portfolio Analysis
Using data from your own
brokerage as well as multiple
external sources, our
algorithms analyze your
portfolio through the prism
of 9 different factors, and
generate a personalized
feedback for each of them.

6. AI-Powered Financial Planning
Our access to your bank
accounts, credit cards and
investment accounts allow us
to deduct many thing about you
using using machine learning
We can generate a financial plan for you
by asking you as little as two questions.
Once you committed to a plan,
we help you achieving your
goal by notifying you when your
spending habits or the market
conditions are putting at risk
the achievement of your goal

7. You can click on anything you
don’t understand in the app and
a definition pops-up. The
definitions level of difficulty
automatically adapt to your
financial literacy score.
We attribute you a financial literacy score
based on a few questions, and it evolve as
you use the app and go through the course
Our mobile course, composed
of a series of vertical videos with
subtitles, is tailored to your
specific needs, based on your
financial literacy score and
financial profile
Financial Literacy Booster

8. We take into account your
financial situation in our
answer, and can even show you
graphs and other visuals.
Thanks to our natural
language processing
Algorithms, we can translate a
large quantity of questions
into a structured problem.
Most of the app’s features can
be accessed through the
chatbot.
Personal Finance Chatbot

9. We use 256-bit SSL encryption,
host all the app’s data in
Amazon-secured data centers,
and have a team of seasoned
developers with experience
working for large financial
institutions.
No Hardbacon employee has
access to individual account
data. We will never sell your
personal information.
Do you keep forgetting your
password? We’ve got you
covered. You can use Face ID
or Touch ID to access our app
on your iPhone.
Secure Convenient Confidential

10. Since launching
in February…
3000
downloads
600
subscribers at $1.99/month
77 millions
dollars of assets tracked by our users
Featured in the
“New Apps We Love”
category in the App Store.

11. Financial assets by wealth bracket in Canada
$0 - $250K
$250 - $500K
$500K - 1 Million
$1 Million +
64,8%
15%
7,9%
13,3%

12. 25 millions
Canadian adults
have less than
$250,000 in
financial assets
Number of households by wealth bracket in Canada
$0 - $250K
$250 - $500K
$500K - 1 Million
$1 Million +
4,6%
5%
86,3%
4,6%

13. Robo-Advisors
Online Brokerages
Advisors
6millions self-directed
investors in Canada
$335billions through their online
brokerage
20%of Canadians adults are
self-directed investors
They manage
Robo-Advisors still have a negligible
market-share in Canada, and are
mainly stealing customers from
human advisors

14. Robo-advisor usage among self-directed
investors in Canada has declined in 2017 to just
19%
down from 24% in 2016.

15. Beach Head Strategy
Step 1
Laser-focus on self-directed investors with
less than $250,000 in financial assets
Step 2
Expand to other investors, including those investing
with human advisors and robo-advisors
Step 3
Double down on our financial education and financial
planning tools to acquire users before they start investing.

16. How do we bring home the bacon?
Employers
Subscriptions
Consumers
Subscriptions
Licensing and lead
generation
1 2 3
Our users pay a monthly fee to
use our app: $1.99 per month
for our basic plan and $9.99
for premium plan..
Financial institutions
licenses our technology
and educational content.
They also pay us for new
clients we refer to them.
Companies’ HR department
provide Hardbacon to their
employees as a way to reduce
stress and promote financial
well being

17. Makes investing in the stock
market easy; thanks to our
portfolio analysis tools,
personal finance chatbot
and tooltips, you can now
invest like a pro
1
Centralize all your assets in
one place so you don’t need
to log-in to many websites
to track your assets
2
Know if you (or your advisor)
is doing a good job at managing
your money thanks to our
reporting screen
3
Access all the financial data
you need to evaluate stocks
and funds4
You can achieve your goals
faster through debt
reduction, savings or
investment thanks to our
financial planning tool
5
Value Proposition
For Consumers

18. Transform debt-ridden clients into
savers & savers into investors
thanks to our financial planning
engine1
Value Proposition
For Financial
Institutions
Increase assets under management
through increased financial literacy
among clients, which result in more
exposure to equity and a reduced
likelihood of funds withdrawal during
market setbacks
2
Make your advisors more efficient;
thanks to our chatbot, advisors spend
less time answering basic questions
3
Reactivate dormant accounts
thanks to our set of tools
4
Attract new clients by providing
them with value added tools and
educational content
5

19. Having a financial plan and
an increased financial literacy
rate decrease financial
related-stress, a huge source
of distraction at work
(33% of employees are distracted by
personal finance issues at work)
1
Employers can monitor the average
financial literacy score of their
employees, and see it increase as
their employees use the app2
Employees with a higher financial
literacy score are more likely to
participate in an employee stock
purchase plan, which is known to
boost motivation and productivity
3
Employees using our app are more
likely to save for retirement
4
Our chatbot and reporting tool will
decrease the number of questions
asked by employees to human
resource5
Value Proposition
For Employers

20. Customer Acquisition Channels
Content
We have expertise in creating engaging content on investing. We publish articles, online courses,
newsletters and even an financial terms encyclopedia to acquire new users and convince them to
become self-directed investors.
Referrals
Our users have the first 30 days free trial with our app. Additionally, they can unlock another free
30 days of subscription for convincing a friend to join, and there is no limit on the number of
referrals each user can make.
Partnerships
We partner with brokerages with strong interest in acquiring younger clients or those that wish to
reactivate their inactive accounts. They help us promote the app on their massive platforms, and
we refer them new customers at the same time.
Cost of acquisition (CAC) : $7 Life Time Value (LTV) : $360

21. Investment account coverage
Bank account coverage
Premium financial data
Manage your money for you
Portfolio analysis
Financial Planning
Chabot
Education
Mobile app
Language supported
Pricing
English + French
Complete
Free
Partial
Complete
English only
Free
Only Questrade
English only
$10/month
English only
$199/year
English + French
0.5% of your
assets/year
Complete
English + French
$1.99/month
Complete

22. June 2018
Bank account Integration
Crypto assets tracking
July 2018
Automatically generated
financial plan
August 2018
Personal finance chatbot
Integration of our course
about investment in the app
September 2018
Launch of the Android app
Introduction of our
premium plan
December 2018
Launch in the United States
February 2019
Launch of our enterprise
subscriptions

23. Team
JULIEN BRAULT
Co-founder and CEO
MARGARITA
STOLBIKOVA
Marketing Strategist
YAZAN KHAYYAT
Co-Founder and iOS Developer
HENRI TREMBLAY
Co-founder and CTO
Co-founded payment
startup AutoWallet.
Finance and engineering
background
Former business
journalist
Ex-Growth marketer for
the fintech VC fund Ferst
Capital Partners.
Marketing experience
at Premo and The
Food Room
Bachelor in business
from McGill
Former software architect
at JP Morgan and BNP
Paribas
Former startup CTO
IVAN LAGACÉ
Backend Developer and
Financial Data Specialist
Fromer at Logibec
and Humanware
Financial engineering
master degree
(in progress)

24. NICOLAS ROS
EX Advisory Analyst
at Desjardins, was
involved in the
Qtrade/Desjardins
deal
LOUISE GUAY
Serial entrepreneur
and president at
Montreal Living Lab
INGI BROWN
PHD in
management and
product manager
at AD OPT
FRÉDÉRIC
BAILLARGEON
Business owner and
financial planner
NICK SALTARELLI
Co-founder at
Dynamo Media and
early employee at
Wall Street
Survivor
Advisory Board
FRANÇOIS
BARRIÈRE
Former treasurer at
Laurentian Bank

25. 9%
General
Working
Capital
37% Marketing
13%
Financial
Data
41% Product
We are raising
150-550K

26. Revenue will reach $31,009,577 in 2022
2018 2019 2020 2021 2022
$0
$10M
$20M
$30M
$40M

27. Long term vision
We want enable our users to track all of their
asset conveniently, including stocks, real estate,
bank account, cryptocurrencies, etc.
We want to remain radically affordable
and accessible so that everyone can master
their financial lives with our technology.
We aim to become the go-to tool
for making financial decisions.
We want to be able to answer any financial-related
question a user can have, ranging from “When will
I be able to afford a Ferrari”, to “How well are my
investment doing compared to other investors”,
and in “In which account should I make my next
investment”.
Ultimately, we want to become the common man’s
family office, by advising you on all aspects of your
financial life - not only investing : helping you save on
your insurance policies or cell phone plan, helping
you file your taxes, helping you build and execute on
your financial plan, and much more.

28. Invest in a promising early-stage startup,
just like the dragons on Dragons’ Den
Play a role in the creation of a
home-grown tech giant in the
field of financial technologies
Improve Canada’s financial literacy
and reduce economic inequalities in
the country
Help Canadians reach their
financial goals and get richer
Why you
should invest
in our
company?

29. Press
"Hardbacon is targeting millennials that want to be more
involved in picking individual stocks for their portfolios"
Brian Jackson, IT World Canada
"Give ordinary people the information they need
to manage their own investments."
Jacob Serebrin, The Gazette
"A portfolio management tool"
Denis Lalonde, Les Affaires
"Aimed at simplifying the understanding of financial data"
Richard Cloutier, Finance et investissement
"This app is playing in big league."
Francis Halin, Journal of Montreal
"Helps people invest better by educating them
about the world of investing"
Richard Dufour, La Presse
"Helps users monitor their investments and obtain
real-time analysis of their stock market portfolios"
Jessica Galang, Betakit