Founder Friday with Kasey Machin of Areto Labs
Areto Labs is an Edmonton-based venture co-founded by Kasey Machin, Lana Cuthbertson, and Jacqueline Comer. Areto uses machine learning to streamline digital community management and engagement for organizations. Their software combines automated content management and analytics tools to save time, protect brand integrity, and grow diverse audiences safely across their digital media channels.
We caught up with Kasey to hear what’s new for Areto, what’s coming up next, insights into what’s happening in the industry, and advice she would give to her past self and up-and-coming women founders.
What’s New
With an ever-changing digital landscape, Areto Labs has been busy staying ahead of trends. Stepping into 2024, Kasey and the team are pleased to have several customers signed in their target market: professional sports teams.
The Areto software continues rapidly evolving and can now detect and moderate emojis and illegal stream links, provide full moderation on YouTube, provide an Areto community health score, and detect context for comments more accurately than ever. Areto’s software is a leader in accuracy and application, setting new standards for the content moderation industry.
Having launched athought leadership campaign focused on ethical moderation at the tail end of 2023 has not only started important conversations but has received great feedback and is generating qualified leads from leaders who don’t want to subject their staff to online harms.
What’s Next
Kasey and the Areto team are going global! They are traveling the world to connect with sports teams and leagues at industry conferences in Germany, Italy, and the U.S.
While getting the word out about the platform and their mission, the team is also continuing to expand their product value toward their goal of fully automating digital community management.
What’s Going On in the Industry
As is the trend with many industries, generative artificial intelligence (AI) will be an enormous game changer—including in the sector Areto is playing in.
The exciting possibilities it offers are unparalleled. Already proving the impacts of the software through successful case studies (see: How Pride Night & AI Fuelled Fan Loyalty for the New Jersey Devils, How Sport New Zealand Improved Abuse Detection at the Women’s Rugby World Cup by 53%, and more), Kasey and team are thrilled to see how generative AI will continue unlocking potential and delivering even more value to their customers.
In the professional sports market, they continue to see the evolution of streaming platforms, digital tools to engage fans, and e-sports take off, which Areto is well-equipped to lead the way in.
Advice to Your Past Self & Other Women Founders
“While daily efforts may not feel like they amount to much, the cumulative impact of that work grows exponentially over time,” Kasey says. “A year is a long time in startups but not long in business, so have patience and don't give up.”
Progress often feels like it moves slower than expected. You might set ambitious goals for what you can achieve in just a couple of weeks, only to find that reality doesn't align with your expectations. Tasks can take longer, unexpected roadblocks will pop up, and plans change.
Resilience is the name of the game for a founder. Slow progress is still progress; inch by inch, the cumulative results can be incredible. In hindsight, you'll likely realize you've come much farther than you thought.
Startup success isn't a sprint, it’s a marathon. Keep going, and don't let the inevitable setbacks derail your vision. The rewards of your persistence may exceed even your wildest dreams.
The51 is proud to partner with the National Angel Capital Organization (NACO) in telling founder stories to accelerate the representation of women within Canada’s innovation economy.