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Jamie McDonald on the TechTO stage

Jamie McDonald

CEO, A2X

E-commerce accounting softwareTorontoOn TechTO stages since 2015

Jamie McDonald is CEO of A2X, the ecommerce accounting automation company. He co-founded Toronto's Hubdoc with Jamie Shulman; Xero acquired it in 2018 for up to US$70M, after which he ran Xero's accounting products globally. Before Hubdoc he worked at Expedia and Microsoft and co-founded Spark Room. He spoke at TechTO from 2015.

On the TechTO stage ×4

First seen on a TechTO stage in 2015. Every TechTO talk is searchable — ask the archive about Jamie

In their words

One of my interview questions to everyone who comes through my office is: what's the meaning of life for you? Or another way of asking it is — think about the moments where you've been intrinsically happy, and what are the drivers of those, and how do you create more of those in your life?

TechTO, Mar 2019 · watch at 2:28

My why is I wanted to build a unicorn — so that didn't happen. I became accounting famous, or I wanted to; that did happen. I can go to any bookkeeper convention in Australia, the UK or North America and I'm famous.

TechTO, Mar 2019 · watch at 2:47

The scenario every entrepreneur needs to do is: what if no one pays me for the next six, twelve months — I literally have no revenue, no cash in the door? How much cash do I have in my bank accounts today, and how can I make it last as long as possible? As entrepreneurs your goal has to be survival. The cockroach mode that we see on Twitter is exactly the right approach.

TechTO Together, Apr 2020 · watch at 1:56
A few quotes can’t cover everything Jamie said on the TechTO stage. 1,570 talks are searchable.Ask about Jamie

Around the web ×2

Quick answers

Who is Jamie McDonald?

The co-founder of Hubdoc, the Toronto company that automated document collection for bookkeepers, and now CEO of A2X. He is not to be confused with Alexis MacDonald, VP of People at Klue, who also has a profile here.

What happened to Hubdoc?

Xero acquired it in 2018 for up to US$70M in cash and equity. A year later Xero appointed McDonald to its executive team to lead accounting and global services; BetaKit reported the appointment in July 2019. Xero went on to name Toronto its North American tech hub.

What did Jamie McDonald do before Hubdoc?

On the TechTO stage he described joining Expedia in 1998 when it was part of Microsoft, then coming back to Toronto in 2005 and co-founding Spark Room, an ad-tech business he steered through the 2008 financial crisis. Hubdoc grew out of that partnership.

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Maintained by TechTO · facts sourced and dated · last reviewed Jul 14, 2026