Toronto-based startup Endo has launched with 11 sports agencies and $815,000 in Canadian pre-seed funding, offering software designed to help agents manage athletes’ careers and assess endorsement deals.
Co-founder and CEO Michael Boushy told BetaKit the funding was led by Toronto’s Relay Ventures. The participating agencies include Quartexx Management, Roy Sports Group, KHG Sports Management, and Envision Sports and Entertainment, whose clients compete in the NHL, MLB and other leagues.
The company is developing a platform that brings athlete roster management, contract tracking and the fulfilment of contractual obligations into one system. It is also building an AI valuation tool called endodeals to help agents evaluate offers from brands.
That tool is intended to compare incoming endorsement proposals against media equivalency and anonymized comparable contracts. Endo’s goal is to give agents more information when deciding what an athlete’s commercial opportunities are worth, rather than relying primarily on their own judgement.
From negotiating endorsements to building software
Boushy’s idea grew out of his work negotiating athlete endorsement deals for brands. After finishing his hockey career at Western University, he spent nearly three years as a consultant with Los Angeles-based talent agency The Team, formerly known as Wasserman.
He said that experience showed him how often agents lacked the data brands used to justify their offers. He also saw agencies relying on manual processes to run their businesses.
Boushy teamed up this summer with fellow Western alumnus Jack Lavorato, Endo’s co-founder and chief operating officer. The team subsequently added Anthony Baxter, Boushy’s former junior hockey teammate, as co-founder and founding engineer, and former BMO developer Matteo Tanzi as senior product engineer.
According to Boushy, agencies often spread their work across spreadsheets, contracts and email chains, while also relying on memory. He said those practices can contribute to missed payments, unfulfilled obligations and deals that undervalue athletes.
Boushy claims Endo’s current platform can save agents 10 to 15 hours a week by bringing their information together and making it easier to review.
Toronto investor backs the launch
The pre-seed round closed in July and used simple agreements for future equity. Relay founder and partner John Albright told BetaKit by email that the firm saw an opportunity to help agents demonstrate talent’s value despite limited time and resources.
BetaKit reported that Canadian sponsorship spending reached $4.7 billion in 2025, up 17 per cent from the previous year, with a significant share going to sports.
While athletes are Endo’s initial focus, Boushy said he sees potential to extend the technology to agents representing actors, celebrities, influencers and musicians.
