The people
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About
Josh Guttman's argument is that buy-now-pay-later solved the affordability problem by adding debt, and that there is a second answer sitting in everyone's closet. SELLIT9 embeds a trade-in step into a merchant's checkout: the customer offers up something they already own, gets a valuation and an instant discount or gift card, and the item goes to a refurbisher rather than a landfill. He founded the company in Toronto in 2024 with Oswaldo Alvarez as chief technology officer, after two decades in sales leadership that included a vice-president role at a company that exited for $200 million. It raised a $1.45 million pre-seed announced in January 2025 and $4.1 million CAD in June 2026, led by the Business Development Bank of Canada's Seed Venture Fund with the MaRS Investment Accelerator Fund, AQC Capital and Anges Quebec. By the time Guttman took TechTO's Commerce Toronto stage in May 2026, the company was live on more than 22 merchants, handling trades across 28 product categories, with 95 refurbishers in its network, and operating in Toronto, Montreal, Winnipeg and London.
Backers
The Business Development Bank of Canada's Seed Venture Fund led the $4.1 million round in June 2026, with the MaRS Investment Accelerator Fund, AQC Capital and Anges Quebec. A $1.45 million pre-seed was announced in January 2025.
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Quick answers
What does SELLIT9 do?
It puts a trade-in option inside a retailer's checkout. A shopper offers something they already own, gets an instant valuation and applies it as a discount or gift card against the new purchase, and the traded item goes to a refurbisher in SELLIT9's network.
Who founded SELLIT9?
Josh Guttman, chief executive, and Oswaldo Alvarez, chief technology officer, in 2024. Guttman spent about twenty years in sales leadership beforehand, including a vice-president role at a company that exited for $200 million, and teaches at Schulich ExecEd.
How much has SELLIT9 raised?
$4.1 million CAD in June 2026, led by the Business Development Bank of Canada's Seed Venture Fund with the MaRS Investment Accelerator Fund, AQC Capital and Anges Quebec, following a $1.45 million pre-seed announced in January 2025.
Where does SELLIT9 operate?
It is based in Toronto and operates in Toronto, Montreal, Winnipeg and London, with stated plans to expand across Canada and into the United States.