On the TechTO stage ×1
First seen on a TechTO stage in 2025. Every TechTO talk is searchable — ask the archive about Emma ↗
In their words
Because we didn't know what we didn't know, we did it anyways — and we're so glad we did.
It really gives you a portal into exactly what it takes to be a founder.
I don't have any tricks, but I do have a shameless ability to ask for help all the time.
Around the web ×6
Quick answers
What does Felix Health do?
Felix is a digital healthcare platform providing on-demand treatment for everyday health to Canadians. Patients fill out an online questionnaire, a physician or nurse practitioner reviews it and starts a chat, and if appropriate issues a prescription; choosing a Felix pharmacy gets it delivered to your door within about 24 hours, with free ongoing chat with the provider.
How did Emma come to co-found Felix?
Her co-founder Kyle — her husband's best friend and a repeat founder — was pitching the idea over dinner at her house, and Emma said 'I will do that with you.' Neither was a doctor, pharmacist, or technical — 'just two patients in the Canadian healthcare system.' They set a six-month trial period and had frank conversations up front about equity, ambition, and commitment before founding Felix in 2019.
What was Felix's biggest scaling challenge?
About two and a half years in, Felix left its partner pharmacy to open its own pharmacy warehouse — going from a 'bits and bytes' company to a 'molecules' company. That meant taking on pharmacy liability and staff, warehouse hiring where half the new hires didn't show up, and hard lessons like missing air conditioning and a fridge failure that spoiled refrigerated medication.