Ethical Digital
Ethical Digital is a Saskatoon-based, women-owned B Corp consultancy that helps Canadian organizations adopt AI responsibly, train teams on AI and digital wellness, and execute digital marketing through consulting, workshops, and proprietary free tools.
- Company typePrivate
- Founded2020
- HeadquartersSaskatoon, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Ethical Digital does
Ethical Digital is a Canadian B Corp certified, women-owned consultancy founded in 2020 by Katrina German and headquartered at #230-15 Innovation Boulevard in Saskatoon, Saskatchewan. The firm helps organizations adopt AI responsibly, train their teams on AI tools and digital wellness, and execute digital marketing programs, with a stated emphasis on building customer trust throughout every engagement. Its core client base spans industry and innovation organizations, economic development entities, associations and institutions, government and public-sector bodies, and entrepreneurship support organizations across Canada, with select North American delivery.
The service portfolio is organized around four pillars: AI Consulting (AI Clarity Sessions delivered as half-day workshops, AI Strategy Roadmaps delivered as full-day workshops with 12-month boardroom-ready plans, and 3-6 month AI Implementation Partnerships); AI and Digital Training (workshops on AI fundamentals, AI for Leaders, AI Agents, Trust First, Misinformation, digital wellness, and inclusive communication); Digital Marketing Services (social media management, content marketing, SEO/AIO optimization, website copywriting on monthly retainers); and Keynote Speaking by founder Katrina German. The firm also operates the free AI Policy Maker tool at aipolicymaker.ca, which generates custom AI policy documents, with two additional free tools — Gold Compass (AI tool selection) and Ethical Language Management / ELM (brand-language inclusion review) — in development for a planned 2026 launch.
Ethical Digital runs a direct, founder-led sales motion anchored by free 30-minute discovery calls, with services delivered remotely or on-site and priced by engagement scope (pricing is not publicly disclosed). Revenue streams are a mix of professional services (AI consulting, training, keynotes) and subscription/recurring monthly digital marketing retainers, with freemium lead generation through free tools. Inbound demand is generated through the founder's keynote circuit (TEDx, national conferences, universities across 20+ cities reaching 10,000+ people), a blog and monthly newsletter, and significant earned media (Forbes, CBC, CTV, HuffPost, The Social). No external funding rounds, M&A activity, or institutional investment were disclosed; the firm operates as a privately held, founder-owned consultancy with a multi-year research partnership with the University of Saskatchewan Edwards School of Business underpinning its research output.
Ethical Digital firmographics
Firmographics- Name
- Ethical Digital
- Legal name
- Ethical Digital
- Website
- https://ethicaldigital.ca
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ethical Digital is a Saskatoon-based, women-owned B Corp consultancy that helps Canadian organizations adopt AI responsibly, train teams on AI and digital wellness, and execute digital marketing through consulting, workshops, and proprietary free tools.
- Ownership category
- akta.pro rank
Ethical Digital industry classification
Industry- Product category
- Management Consulting
- NAICS
- Public Relations Agencies (541820), Research and Development in the Social Sciences and Humanities (541720)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001) (HDAAAMAE)
- akta.pro secondary industries
- Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG), Bias, Fairness & Non-Discrimination Testing (HDAAAMAC), Ethical Data Sourcing, Consent & Data Provenance (HDAAAMAI), Digital Safety, Privacy & Cyber Hygiene (EDAAAIAD)
Keywords
Where Ethical Digital is headquartered
LocationHeadquarters
- HQ city
- Saskatoon
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Ethical Digital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- AI Consulting Services: Professional services revenue from AI strategy consulting, including AI Clarity Sessions (half-day), AI Strategy Roadmaps (full-day workshop and report), and multi-month AI Implementation Partnership engagements. Services are priced by engagement scope and delivered remotely or on-site.
- Training Services: Hands-on workshop delivery for AI training, workplace wellbeing training, and inclusive communication/ethical marketing training. Delivered half-day or full-day, in-person or virtual, to university, corporate, and government clients across Canada. Custom workshop development also available.
- Digital Marketing Services: Ongoing social media management, content marketing (blog and email), digital strategy and audits, and website copy/content services. Monthly retainer engagements with ongoing deliverables.
- Keynote Speaking: Paid speaking engagements featuring founder Katrina German at conferences, corporate events, and universities. Signature talks cover AI, digital trust, responsible technology, digital wellness, and marketing topics.
- Free Tools (Lead Generation): Free AI Policy Maker tool drives inbound leads and establishes expertise. Gold Compass and Ethical Language Management (ELM) tools are in development as additional free entry-point offerings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | AI Clarity Session - Half-day consulting engagement |
| Other | Multi-year contract | AI Strategy Roadmap - Full-day workshop and report |
| Other | Multi-year contract | AI Implementation Partner - 3 to 6 month engagement |
| Other | Multi-year contract | Workshop Training - Half-day or Full-day |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels8 records
Ethical Digital product offering
Product offeringCore offering
Ethical Digital is a B Corp certified, women-owned consultancy that provides AI strategy consulting, hands-on training workshops, digital marketing services, and keynote speaking engagements for organizations. The firm helps leadership teams develop AI roadmaps, build responsible AI policies, train staff on AI tools and digital wellness, and execute conversion-focused digital marketing campaigns. The company also operates the free AI Policy Maker tool (aipolicymaker.ca) for generating custom AI transparency policies.
Product overview
Ethical Digital is a B Corp certified women-owned consultancy providing three core service lines: AI Consulting (strategy sessions, roadmaps, and implementation partnerships), Training (AI skills, digital wellness, and inclusive communications workshops), and Digital Marketing (social media management, content marketing, and website copywriting). The company also offers three free tools: AI Policy Maker (aipolicymaker.ca, available now) which generates custom AI policies, Gold Compass (coming soon) to help businesses select AI tools, and Ethical Language Management (coming soon) to review brand language for inclusion. Katrina German founded the company which operates from Saskatoon, Saskatchewan, Canada.
Differentiator
Problem solved
Functional benefit
Brands
- AI Policy Maker: Free tool to help organizations create custom AI policies. Available at aipolicymaker.ca.
- Gold Compass
- Ethical Language Management (ELM)
Products and services
- AI Consulting AI strategy, implementation, and advisory services for organizational leadership teams, including half-day AI Clarity Sessions, full-day AI Strategy Roadmaps with 12-month plans, and 3-6 month AI Implementation Partner engagements delivering embedded fractional AI leadership.
- AI & Digital Training Practical hands-on workshops covering AI fundamentals, responsible AI adoption, AI for Leaders, AI Agents, digital wellness, Trust First, and Misinformation training programs for university, corporate, and government clients.
- Digital Marketing Services Strategy-led social media management, content marketing (blog and email), digital strategy and audits, and website copywriting including monthly content calendars, SEO and AIO optimization, and conversion-focused copywriting delivered on monthly retainer engagements.
- Keynote Speaking Paid speaking engagements featuring founder Katrina German on AI, digital trust, responsible technology, digital wellness, and marketing topics, delivered at TEDx events, national conferences, corporate events, and universities.
- AI Policy Maker Free online tool at aipolicymaker.ca that helps organizations create custom AI transparency policies in minutes by guiding them through governance, risk, and responsible AI use considerations.
Quantifiable outcome
- B Corp Certified - less than 1% of Canadian businesses achieve this certification
- +3 more outcomes
Companies that use Ethical Digital
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
Ethical Digital technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Ethical Digital partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- SAISIA (Saskatchewan Association of Immigrant Settlement and Integration Agencies)coreEthical Digital partnered with SAISIA and Okiki Consulting on a video project framing Canadian citizenship through an Indigenous perspective for newcomers. The video features three Knowledge Keepers sharing their stories and perspectives on fighting racism.
- Okiki ConsultingminorVideography partner for SAISIA Knowledge Keeper video project. Fiyin Obayan leads the consultancy.
- University of Saskatchewan (Edwards School of Business)coreMulti-year research partnership with the Edwards School of Business at University of Saskatchewan creating academic research database on social media and well-being. First year funded by Mitacs (researcher Jill Wolkowski), 2025 update funded by Saskatchewan Health Research Foundation (researcher Kamry Lutz). Overseen by Dr. Maureen Bourassa.
- Digital Resilience LabcoreCollaborative partner organizing Digital Wellness Day on May 1st. Digital Wellness Day is a global movement for healthier, more intentional relationships with technology.
- Digital Wellness InstitutecoreCollaborative partner organizing Digital Wellness Day on May 1st. Provides resources, research, and global coordination for digital wellness initiatives.
- Women and Gender Equality CanadacoreGovernment funder of Indigenous Women in Tech research project. Funding enabled interviews and surveys with 123 Indigenous women to understand barriers to tech careers in Saskatchewan.
- MitacsminorNational research organization that funded first year of Social Media & Well-Being research project with University of Saskatchewan.
- Saskatchewan Health Research Foundation (SHRF)minorFunded 2025 research update for Social Media & Well-Being project with University of Saskatchewan.
- Saskatchewan Indigenous Development NetworkcorePartner leading next stages of Indigenous Women in Tech project after initial funding completed. Building momentum for Indigenous technology development in Saskatchewan.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Ethical Digital competitors and assessment
Company assessmentDirect peers
- Holistic AI: Toronto-based AI governance and ethics platform with an advisory practice serving enterprises and governments. Direct peer because both firms monetize AI governance, responsible AI, and regulatory readiness services for organizations navigating AI risk.
- Credo AI: AI governance SaaS platform backed by professional services for AI risk, compliance, and policy programs. Direct peer because both monetize AI policy/audit workflows for organizations that need to operationalize responsible AI, a category Ethical Digital also serves through consulting and the AI Policy Maker tool.
- BABL AI: AI auditing and ethics consulting firm delivering third-party algorithmic audits and responsible AI advisory. Direct peer because both compete for the same AI ethics audit and governance advisory budget that Ethical Digital targets with its AI Clarity Sessions and Strategy Roadmaps.
- Monitaur: AI governance platform with model risk management and policy tooling, complemented by advisory services. Direct peer because both sell into the same AI governance/ML risk buyer and combine software with hands-on consulting to operationalize responsible AI.
Emerging players
- Responsible AI Institute: Nonprofit that develops AI certification frameworks and conducts assessments for organizations adopting AI. Emerging peer because it addresses the same responsible AI assurance category Ethical Digital serves, but through a standards/certification model rather than commercial consulting.
Broad incumbents
- Edelman: Global communications firm with a dedicated AI practice spanning public relations, trust, and responsible technology advisory. Broad incumbent because it overlaps with Ethical Digital's digital marketing, trust communications, and AI ethics storytelling, but at enterprise scale across dozens of markets.
- BCG (BCG X): Global management consulting firm with BCG X AI build-and-deploy practice and Responsible AI commitments. Broad incumbent because it sells AI strategy, governance, and implementation engagements into the same enterprise and public sector buyers that Ethical Digital addresses.
- Deloitte: Big Four advisory firm with a Trustworthy AI practice and AI ethics consulting across Canada. Broad incumbent because it competes for AI governance and digital transformation mandates that Ethical Digital targets, but from a much larger global delivery footprint.
Regional players
- Roketto: Canadian inbound marketing and HubSpot agency serving B2B and technology clients. Regional peer because both are Canadian agencies focused on content, digital strategy, and lead generation for organizations in tech, innovation, and economic development.
- BrainStation: Canadian tech education provider offering AI, data, and digital skills training across multiple cities. Regional peer because both deliver applied AI training to Canadian professionals and enterprises, though BrainStation is significantly larger and course-based.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Ethical Digital social profiles
Digital presenceEthical Digital compliance and trust
Trust signalCompliance1 record
Ethical Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ethical Digital leadership team
Management profileNumber of profiles
Profiles1 record
Ethical Digital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ethical Digital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ethical Digital
What does Ethical Digital do?
Ethical Digital is a B Corp certified, women-owned consultancy that provides AI strategy consulting, hands-on training workshops, digital marketing services, and keynote speaking engagements for organizations. The firm helps leadership teams develop AI roadmaps, build responsible AI policies, train staff on AI tools and digital wellness, and execute conversion-focused digital marketing campaigns. The company also operates the free AI Policy Maker tool (aipolicymaker.ca) for generating custom AI transparency policies.
Is Ethical Digital a public or private company?
Ethical Digital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ethical Digital founded?
Ethical Digital was founded in 2020. It employs 1 to 10 people.
Where is Ethical Digital based?
Ethical Digital is headquartered in Saskatoon, Canada, in the North America region.
How does Ethical Digital make money?
Five revenue lines are on record. AI Consulting Services are the primary driver. The others are training Services, digital Marketing Services, keynote Speaking and free Tools (Lead Generation).
Who are Ethical Digital's main competitors?
Direct peers on record are Holistic AI, Credo AI, BABL AI and Monitaur. Responsible AI Institute is listed as an emerging player. Broad incumbents are Edelman, BCG (BCG X) and Deloitte. Regional players are Roketto and BrainStation.
Does Ethical Digital have an API?
No public API is recorded for Ethical Digital.
What industry is Ethical Digital in?
Ethical Digital's product category is Management Consulting. Its primary akta.pro industry code is HDAAAMAE, Regulatory Readiness & Audit Automation (e.g., EU AI Act, NIST AI RMF, ISO/IEC 42001), with a secondary code of HDAEANAG, Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII). Its NAICS code is 541820 and its SIC code is 7311.