Amilia Company Profile

Background

Overview

Founded in 2009, Amilia is a Canadian company specializing in web-based management platforms tailored for the recreation and membership sectors. Its flagship product, SmartRec, is an e-commerce platform designed to simplify the management of activities and memberships for organizations such as YMCAs, JCCs, parks and recreation agencies, camps, and afterschool programs. The platform facilitates online registration, payment processing, facility management, and reporting services, thereby enhancing operational efficiency and community engagement.

Mission and Vision

Amilia's mission is to simplify the management of organizations offering activities and memberships to their communities. By providing robust end-to-end solutions, the company aims to broaden access to modern technology for over 1,500 organizations, supporting small businesses, membership-based non-profits, community centers, and parks and recreation agencies in their efforts to engage their local communities.

Key Strategic Focus

Core Objectives

Amilia focuses on delivering comprehensive management solutions that empower organizations to automate operations, enhance member engagement, and drive revenue growth. The company's strategic objectives include:

• Product Innovation: Continuously enhancing the SmartRec platform to meet the evolving needs of clients.

• Market Expansion: Extending services to a broader range of organizations within the recreation and membership sectors.

• Customer Satisfaction: Maintaining high levels of client satisfaction through exceptional service and support.

Areas of Specialization

Amilia specializes in providing solutions for:

• Online Registration: Enabling seamless enrollment processes for activities and programs.

• Payment Processing: Facilitating secure and efficient financial transactions.

• Facility Management: Streamlining the scheduling and maintenance of physical resources.

• Membership Management: Overseeing member databases and engagement strategies.

Key Technologies Utilized

The SmartRec platform leverages cloud-based technologies to offer scalable and reliable services. It integrates with various third-party applications to provide a seamless user experience, including payment gateways and customer relationship management (CRM) systems.

Primary Markets Targeted

Amilia serves a diverse clientele across North America, including:

• Non-Profit Organizations: YMCAs, JCCs, and community centers.

• Municipal Agencies: Parks and recreation departments.

• Educational Institutions: Afterschool programs and camps.

• Sports Facilities: Gyms, swim schools, and other athletic centers.

Financials and Funding

Funding History

In May 2025, Amilia secured $35 million in growth funding to accelerate product innovation and expand its market presence. The funding round was led by Vertu Capital, with additional participation from existing investors Export Development Canada (EDC), the Canadian Business Growth Fund (CBGF), and Investissement Québec (IQ).

Utilization of Capital

The capital raised is intended to:

• Enhance Product Development: Investing in new features and capabilities for the SmartRec platform.

• Expand Market Reach: Targeting additional organizations within the recreation and membership sectors.

• Strengthen Team: Recruiting talent to support growth and innovation initiatives.

Technological Platform and Innovation

Proprietary Technologies

Amilia's SmartRec platform is a proprietary solution that offers:

• Online Registration and Payment Processing: Facilitating seamless enrollment and financial transactions.

• Facility and Membership Management: Streamlining the scheduling and maintenance of resources and member databases.

Scientific Methodologies

The platform employs data analytics to provide insights into user behavior and operational efficiency, enabling organizations to make informed decisions.

Leadership Team

Key Executives

• Hugo Lachance: Chief Executive Officer.

• Lorenzo Pirri: Chief Financial Officer.

• Janani Jeyakanthan: Controller.

• Marie-Pascale Dulude: Director of Finance and Administration.

These leaders bring extensive experience in technology, finance, and operations, guiding Amilia's strategic direction and growth.

Leadership Changes

In November 2024, Amilia promoted Graham Hussey to Vice President of Client Services, underscoring the company's commitment to enhancing client support and fostering internal talent development.

Competitor Profile

Market Insights and Dynamics

The recreation and membership management software market is characterized by:

• Growing Demand: Organizations increasingly seek digital solutions to streamline operations and enhance member engagement.

• Technological Advancements: Continuous innovation drives the development of more sophisticated and user-friendly platforms.

• Competitive Landscape: Numerous players offer a range of solutions, necessitating differentiation through features, pricing, and customer service.

Competitor Analysis

Key competitors include:

• Zen Planner: Offers management software for fitness businesses, focusing on scheduling, billing, and member tracking.

• Daxko: Provides solutions for non-profits and health clubs, emphasizing member engagement and operational efficiency.

• CommunityPass: Specializes in registration and payment solutions for community programs and schools.

• Active Network: Delivers event and activity management software for various organizations, including government agencies and non-profits.

• RecDesk: Offers cloud-based recreation management software tailored for small to mid-sized communities.

These competitors provide similar services, each with unique features and target markets.

Strategic Collaborations and Partnerships

Amilia has established partnerships to enhance its service offerings, including:

• Hartmann Controls: Integrating access control solutions to improve facility security.

• Cyberimpact: Enhancing email communication capabilities for member engagement.

• Bloomerang: Syncing membership and donation data in real-time to support non-profit organizations.

These collaborations strengthen Amilia's market position and expand its technological capabilities.

Operational Insights

Strategic Considerations

Amilia differentiates itself through:

• Comprehensive Solutions: Offering an all-in-one platform that addresses various operational needs.

• User-Friendly Interface: Ensuring ease of use for both administrators and end-users.

• Customer-Centric Approach: Prioritizing client satisfaction and support.

Competitive Advantages

Amilia's competitive advantages include:

• Scalability: Serving organizations of varying sizes and complexities.

• Innovation: Continuously updating the platform to incorporate the latest technological advancements.

• Reputation: Recognized as a top workplace, reflecting a strong internal culture that translates to better client service.

Strategic Opportunities and Future Directions

Strategic Roadmap

Amilia's future directions include:

• Product Enhancement: Developing new features to meet emerging client needs.

• Market Diversification: Expanding into new geographic regions and industry segments.

• Technological Integration: Incorporating advanced technologies such as artificial intelligence to enhance platform capabilities.

Opportunities for Expansion

Potential areas for growth encompass:

• International Markets: Entering markets outside North America.

• Adjacent Industries: Applying the platform to sectors with similar operational needs.

• Partnerships: Collaborating with additional technology providers to offer integrated solutions.

Positioning for Future Objectives

Amilia's current strengths position the company to achieve future objectives by:

• Leveraging Existing Client Base: Building on relationships with over 1,500 organizations.

• Investing in Innovation: Utilizing recent funding to accelerate product development.