What Lift & Co. does

Lift & Co. is a Toronto-based public media and technology company (TSX: LIFT) operating exclusively in the Canadian cannabis industry. Founded in 2014, the company provides industry-compliant solutions to three primary customer segments: licensed cannabis producers, cannabis retailers, and cannabis brands seeking to reach consumers under Canada's strict cannabis advertising restrictions. The company's product portfolio is organized around three integrated service lines: Cohesion (a consumer insights data dashboard comprising a Scorecard plus Receipt, Review, and Brand modules, aggregating millions of data points from tens of thousands of verified cannabis consumers); CannSell (an online cannabis retail training and certification program, developed in exclusive partnership with MADD Canada, that is the only provincially approved certification in Ontario); and Advertising services (display advertising, sponsored content, and featured listings across Lift Magazine and email channels), augmented by Branded Education delivered through the CannSell budtender network.

The company's business model combines subscription recurring revenue (CannSell certification fees and Cohesion data subscriptions) with advertising and professional services revenue (branded education, sponsored content, and trade marketing). Go-to-market is primarily direct enterprise sales targeting licensed producers, large retailers (e.g., NSLC, Fire & Flower), and major LPs (Aurora, HEXO, Sundial, Tweed, High Park), supplemented by self-serve enrollment for CannSell certification. The Cohesion product launched in September 2019 with a free one-year trial offer to select licensed producers; regular subscription pricing is not publicly disclosed. The company has raised approximately $13.35M across three funding rounds (2017-2019) and completed an IPO on the TSX, though detailed financial performance is not reliably disclosed in the available data.

Name

Lift & Co.

Legal name

Lift & Co.

Website

https://liftcobusiness.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Lift & Co. is a Toronto-based public media and technology company serving licensed cannabis producers, retailers, and brands in Canada with a consumer insights data platform (Cohesion), a provincially mandated retail training certification (CannSell), and compliant cannabis advertising services.

Ownership category

akta.pro rank

Product category

Cannabis Data Analytics

akta.pro primary industry

Cannabis Online Ordering for Dispensary Pickup (Click-and-Collect) (CRANAGAC)

Keywords

• Cannabis data analytics
• Consumer insights platform
• Retail training certification
• Brand performance analytics
• Cannabis advertising services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. CannSell Training Certification: Online certification program for cannabis retail employees in Ontario, developed in partnership with MADD Canada. Revenue generated from learner certification fees.
2. Cohesion Data Product Subscriptions: Subscription-based access to Cohesion consumer insights dashboard with Scorecard and drill-down modules (Receipt, Review, Brand) for cannabis brand performance analytics.
3. Advertising Services: Display advertising, sponsored content, and featured listings on Lift & Co.'s online channels including Lift Magazine and email newsletter.
4. Trade Marketing / Branded Education: Branded educational content development and distribution to cannabis retail store employees through the CannSell platform, helping brands reach budtenders.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Lift & Co. is a media and technology company that provides industry-compliant business solutions to the Canadian cannabis industry. Its core offerings include the Cohesion consumer insights data dashboard (with Scorecard and Receipt, Review, and Brand modules) for cannabis marketers, the CannSell online retail training and certification program developed in partnership with MADD Canada, branded trade marketing and budtender education services, and digital advertising placements including display ads, sponsored content, and featured listings on Lift Magazine.

Product overview

Lift & Co. Cannabis Business Solutions is a media and tech platform providing industry-compliant solutions for the cannabis industry. The product portfolio is organized around three core service areas: (1) Cohesion — a consumer insights data dashboard platform comprising the Cohesion Scorecard as the core view, plus three add-on drill-down modules (Receipt Module, Review Module, Brand Module) and Custom Research Services; (2) Trade Marketing — encompassing CannSell Standard Certification and CannSell Expert training programs, plus Branded Education content services; and (3) Advertising — offering Display Advertising, Sponsored Content, and Featured Listings. Products work better together as an integrated suite.

Differentiator

Problem solved

Functional benefit

Brands

• Cohesion: A consumer insights data dashboard built for cannabis marketers that provides real-time data through scorecards and drill-down modules on sales performance, consumer sentiment, brand positioning, marketing performance, and audience targeting.
• CannSell

Products and services

• Cohesion A consumer insights data dashboard built for cannabis marketers that aggregates millions of data points from verified cannabis consumers to enhance brand strategy, marketing, and merchandising decisions. Includes the Cohesion Scorecard overview and three drill-down modules: Receipt Module (projected sales, basket composition, market share), Review Module (consumer sentiment, consumption methods, repeat purchase intention), and Brand Module (awareness, perception, NPS, budtender recommendations). Target customers are licensed cannabis producers and brands in Canada.
• Cohesion Custom Research Services Custom research services offering omnibus surveys, focus groups, and custom surveys targeting verified budtenders, cannabis consumers, and non-cannabis consumers. Used by licensed producers and brands needing bespoke market research beyond the standard Cohesion dashboards.
• CannSell Standard Certification Mandatory online certification course for individuals working at cannabis retail stores in Ontario, developed in partnership with MADD Canada. The four-hour certification educates learners on cannabis and its effects, safe methods of consumption, responsible sales practices, and associated risks. Required by provincial law for Ontario cannabis retail employees.
• CannSell Expert In-depth cannabis education training certification for individuals, businesses, and organizations across Canada, providing comprehensive online training on cannabis industry knowledge beyond the standard CannSell certification.
• Branded Education Educational content development service for cannabis brands and accessories providers, delivered to retail store employees (budtenders) through Lift & Co.'s national budtender network with 24/7 online access. Enables brands to influence frontline retail staff and consumers at point of sale in a compliant manner.
• Display Advertising Display advertising service on Lift.co and Lift & Co.'s email newsletter, reaching users searching for cannabis products and businesses. Targeted advertising solution for licensed cannabis producers, brands, and retailers in the Canadian cannabis market.
• Sponsored Content Brand storytelling content created by Lift & Co.'s in-house content team and published on Lift Magazine to reach a passionate cannabis audience with editorial-style branded articles.
• Featured Listings Product and store visibility service featuring brands at the top of product or store pages on Lift & Co.'s platforms to drive visibility and traffic from cannabis consumers searching for products and retailers.

Quantifiable outcome

• 3 million new cannabis consumers anticipated for Legalization 2.0 (edibles, beverages, concentrates, topicals)
• +3 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• MADD CanadacoreStrategic or Co-development PartnerExclusive partnership with MADD Canada for the development and delivery of CannSell cannabis retail training certification program. CannSell is the only approved cannabis retail training program in Ontario and is required by provincial law for anyone working at a cannabis retail store. The four-hour certification educates on cannabis and its effects, safe methods of consumption, and responsible sales practices.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Cova (by GlobalTill): Cova is a cannabis retail POS platform used by Canadian retailers like those in Lift & Co.'s customer roster — adjacent ecosystem player that shares retailer customers and could expand into consumer data.
• Flowhub: Flowhub is a cannabis retail POS and inventory platform serving dispensaries — comparable to Lift & Co.'s retailer-facing tools and shared LP/retailer buyer base, though focused on operations rather than consumer data.
• Cannabis Benchmarks (Cannabis Pricing Index by Spotlight Data): Cannabis Benchmarks provides wholesale price benchmarks and market data, partially overlapping with the price-analysis and market-share modules of Cohesion's Receipt module.

Broad incumbents

• Weedmaps: Weedmaps is a large cannabis marketplace and media platform with retailer listings and brand advertising — overlapping with Lift & Co.'s featured listings, sponsored content, and consumer discovery model at greater scale.
• MJBiz (Marijuana Business Daily): MJBiz is the dominant B2B cannabis media and events business (MJBizCon), comparable to Lift & Co.'s Lift Magazine, blog, and Cannabis Business Conference as a B2B information and advertising platform.
• New Frontier Data: New Frontier Data publishes cannabis market intelligence and consumer research, comparable to the analytical and consumer-insight component of Cohesion for LPs and brands.
• Akerna (now Akerna / MJ Freeway): Akerna provides enterprise software and data (seed-to-sale, analytics) to cannabis operators, adjacent to Lift & Co.'s data product line but focused on compliance and operations rather than consumer insights.

Direct peers

• BDSA (formerly BDS Analytics): BDSA sells consumer insights, market sizing, and retail tracking to the cannabis industry — overlapping closely with Cohesion's consumer-sentiment, brand-performance, and basket analytics offerings.
• Headset: Headset provides cannabis retail and consumer data analytics to operators and brands — directly comparable to Lift & Co.'s Cohesion dashboard in product category, customer base (LPs and retailers), and analytics use cases.
• Leafly: Leafly is a consumer-facing cannabis discovery platform with reviews and strain data, mirrored by Lift.co's 'trip advisor' positioning for consumers, plus adjacent B2B advertising and listings revenue.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/liftcannabis
• Facebookfacebook.com/liftandco
• Instagraminstagram.com/liftandco

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lift & Co.