The people
What they build
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Working at Uberflip
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On the TechTO stage
Product Positioning | TechTO Special Event Panel
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About
Uberflip started in Toronto in 2012, when Yoav Schwartz and Randy Frisch built Flipbooks, a tool for turning PDFs into interactive documents. It grew into a platform for what the company insisted on calling content experience rather than content marketing — collecting a company's blog posts, videos and case studies into destinations tailored to a buyer, an account or a campaign, and measuring what got used. Frisch argued from the TechTO stage in May 2019 that the term content marketing had trapped the category with the people who write the content rather than the people who have to make it convert, and that Uberflip had deliberately created a new category to escape it, at the cost of years of advocacy work: an annual conference, a podcast and a book. Hana Abaza ran marketing there and took the SalesTO stage in August 2016 on how sales and marketing teams sell to each other. Schwartz and Frisch stepped away in August 2023, and PathFactory acquired the company the following July.
Backers
Venture backing is not confirmed from a primary source here; the company was acquired by PathFactory in a stock-for-stock deal in 2024.
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Quick answers
What does Uberflip do?
It gives B2B marketing and sales teams one place to curate and publish content for a specific buyer, account or campaign, and to measure which pieces move a deal.
Who founded Uberflip?
Yoav Schwartz and Randy Frisch, in Toronto in 2012. Both stepped away from the company in August 2023.
Is Uberflip still operating?
Yes, as part of PathFactory. The Toronto B2B marketing company acquired Uberflip in a stock-for-stock deal in July 2024 and continues to sell the product under its own name.