Areto Labs

An important part of any organization’s brand is protecting its reputation. Unfortunately, in today’s digital world, there are many external threats that attack companies through online abuse and targeted harassment directed towards their people. Areto Labs is solving that problem with its cybersecurity software that helps organizations address threats and protect their team members from online hostility. 

Through its AI-powered platform, technology detects online abuse, which often targets spokespeople, ambassadors and other public-facing team members, unfortunately affecting marginalized individuals on a much higher level. Co-founders Lana Cuthbertson and Kasey Machin conceived the idea for Areto Labs after seeing how online toxicity was causing women in politics to consistently decline running for office. Their idea has broadened to other industries, in particular the sports world where athletes and public figures face high stakes when there isn’t a safe online environment for them to engage with the public.

The company has steadily grown over the last couple of years, officially launching in the early days of the pandemic and seeing the addition of a third co-founder, Jacqueline Comer. Investment from UCeed will allow them to finalize their product experience, onboard more customers and lock in their product market fit. By using AI for social good, Areto Labs is making digital communities more positive, inclusive and safe spaces to be in and is becoming an important part of Alberta’s technology and innovation ecosystem.  

Visit Areto Labs’ website for more information.

Areto Labs has received investment from UCeed, a venture philanthropy fund accelerating UCalgary and community-based startup companies to advance problem-solving research, create jobs and fuel the economy. A key program in the UCalgary innovation ecosystem, UCeed bridges the gap between innovation, demonstration and commercialization, and is managed by UCalgary’s knowledge-transfer and business incubator, Innovate Calgary.

UCeed Social Impact Fund is powered by the generosity of the United Way of Calgary and Area and its mission to mobilize communities for lasting social change and the Government of Alberta’s Creative Partnerships bold initiative to support arts and non-profit sectors.