ecosystem / people / julie-payne
J

Julie Payne

Co-founder, IcebergIQ

Market Research

Julie Payne is a co-founder of IcebergIQ, the Ontario firm that interviews the buyers and former customers of B2B software companies to find out why deals were won, lost or not renewed. She came from Eigenworks, the win-loss consultancy IcebergIQ builds on, where she was a team lead and senior buyer intelligence analyst in 2019.

Julie hasn’t spoken on a TechTO, TechVancouver or TechWaterloo stage. This profile is here because Julie co-founded IcebergIQ.

Quick answers

Did Julie Payne co-found IcebergIQ?

Yes. IcebergIQ's about page, checked 2026-10-13, says the firm is headed by co-founders Natasha Narayan, Julie Payne and Kristine Culp. The page gives her no other title.

What did she do before IcebergIQ?

She worked at Eigenworks, the win-loss consultancy Alan Armstrong founded in 2008. Its team page, as archived on 2019-07-20, lists her as Team Lead, Senior Buyer Intelligence Analyst.

How is IcebergIQ connected to Eigenworks?

IcebergIQ says it builds on the work Eigenworks did from 2008 to 2019. Its about page says Armstrong died in August 2019 and that the firm placed a memorial bench for him at the Ignatius Jesuit Centre in Guelph, Ontario.

Where is IcebergIQ based?

Its privacy policy gives a company address in Ancaster, Ontario. No public page states where Payne herself is based, so this profile lists no city for her.

Suggest an edit
This is you? Claim this profileAsk to be removed
Know someone who belongs here? Suggest a profile
Maintained by TechTO · facts sourced and dated · last reviewed Oct 13, 2026