The people
What they build
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Working at Plum
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On the TechTO & TechWaterloo stages
Caitlin MacGregor of Plum presents Keeping The Lights On
Watch on YouTube ↗Early-Stage Startup Lessons Learned
Watch on YouTube ↗Every talk is searchable — ask the archive about Plum ↗
About
Plum uses behavioural science to match candidates to a role and a company's culture rather than to a resume — Caitlin MacGregor told the TechTO stage in 2016 that 89% of failed hires are down to attitude, so Plum screens attitude at the start of hiring. It was a 13-person company in downtown Kitchener then. It later moved upmarket to enterprise buyers including Hyundai, Scotiabank and Whirlpool, raised $19 million CAD across its life, and was acquired by talent-intelligence company Phenom in a deal that closed in April 2026. All Plum employees joined Phenom's 1,600-person team, and the Plum product continues under Phenom.
Backers
BDC Capital's Women in Technology Venture Fund, Export Development Canada, Real Ventures, Pearson Ventures, JFF Ventures, Strada Education Network, EduLab Capital Partners, Impact Engine · $19M CAD raised (BetaKit, May 2026)
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Quick answers
What does Plum do?
It assesses the behavioural traits that predict job performance — adaptability, judgment, resilience — and matches candidates to the roles and cultures where they will do well, instead of ranking resumes.
Who founded Plum?
Caitlin MacGregor and Neil MacGregor, in 2012. Caitlin is CEO; Neil is Chief Product Officer.
Was Plum acquired?
Yes. Phenom, a Philadelphia HR-tech company, acquired Plum in a deal that closed in April 2026 and was announced on April 28. Terms were not disclosed. All Plum employees joined Phenom's 1,600-person team, and the deal marked Phenom's expansion into Canada.
Where is Plum based?
Kitchener, Ontario. Caitlin MacGregor described it as a 13-person company in downtown Kitchener on the TechTO stage in 2016, and said in 2019 it was based out of Waterloo.