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Jonathan Keebler on the TechTO stage

Jonathan Keebler

CTO, Baseline

FintechTorontoOn TechTO stages since 2015

Jonathan Keebler is CTO of Baseline, a Toronto company whose software runs loan origination and servicing for private lenders, almost all of them in the US. He founded ScribbleLive, the Toronto live-publishing platform that grew to about 150 people, and later the chatbot startup Sam. He has been building startups in Toronto for 17 years.

On the TechTO stage ×3

TECHTO8:01

Jonathan Keebler of ScribbleLive presents Growing A Software Company In Toronto

TechTO · May 2015
Watch on YouTube ↗
TECHTO5:08

Jonathan Keebler & Matt McCausland present Sam :)

TechTO · September 2015
Watch on YouTube ↗
TECHTO10:26

From Distribution to Breakout | Jonathan Keebler

TechTO · October 2025
Watch on YouTube ↗

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

In their words

We've got a team of 13 people, and the users of our platform are managing over a billion dollars of loans right now.

TechTO, Oct 2025 · watch at 3:48 ↗

It's really important to take that input, but not let them design your product for you. You need to own your product.

TechTO, Oct 2025 · watch at 4:23 ↗

The best analogy I ever heard is being in a company is like being in a canoe, and you have to all be stroking in the same direction. The worst are sometimes you get those people that are secretly drilling a hole in the canoe.

TechTO, May 2015 · watch at 4:04 ↗
A few quotes can’t cover everything Jonathan said on the TechTO stage. 1,600+ talks are searchable.Ask about Jonathan ↗

Around the web ×1

Article
Baseline closes $2.2 million CAD to help private lenders manage their businessesBetaKit
2024

Quick answers

What is Jonathan Keebler known for?

Founding ScribbleLive, the Toronto live-publishing platform that grew to roughly 150 people with offices around the world and raised about $28 million across three rounds. He is now CTO of Baseline.

What was Sam?

A chatbot startup Keebler founded in 2015 — originally anonymous one-on-one conversations over SMS. He said on the TechTO stage in 2025 that it pivoted into keeping teens safe online, could not raise funding, and was ultimately sold to Hugging Face.

How many times has Jonathan Keebler spoken at TechTO?

Three times: twice in 2015 on ScribbleLive and Sam, and again in October 2025 on his path from ScribbleLive to Sam to Baseline.

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Maintained by TechTO · facts sourced and dated · last reviewed Aug 17, 2026