Toronto-based startup Endo officially launched on Wednesday with a software platform designed to help sports agencies manage multimillion-dollar client rosters more efficiently. The company has already onboarded 11 agencies, including Quartexx Management, Roy Sports Group, KHG Sports Management, and Envision Sports and Entertainment, whose clients compete in the NHL, MLB, and other leagues. Endo also announced 815,000 Canadian dollars in Pre-Seed funding led by Toronto's Relay Ventures.
Identifying an Industry Gap
Endo co-founder and CEO Michael Boushy developed the idea after spending nearly three years with Los Angeles-based talent agency The Team, formerly known as Wasserman. While negotiating athlete endorsement deals, he noticed that agents often relied on instinct rather than hard data, leaving them at a sizable information gap. His experience also showed that many talent agencies still operated in an archaic manner, reinforcing the need for a more structured approach to athlete representation.
Building a Modern Operating System
Boushy founded Endo with fellow Western University alumnus Jack Lavorato, who serves as co-founder and COO. The pair later recruited Boushy's former junior hockey teammate Anthony Baxter as co-founder and founding engineer, alongside former BMO developer Matteo Tanzi as senior product engineer. Together, the team is building a software platform that integrates roster management, contract tracking, and deliverable fulfillment into a single system of record.
The endodeals Valuation Engine
Endo is also developing a proprietary AI valuation engine called endodeals, which evaluates incoming endorsement offers from brands. It measures offers against media equivalency and uses anonymized comparable contracts to help agents assess the true marketability of their clients. The company aims to become the benchmark for fair market value in the name, image, and likeness endorsement ecosystem.
Market Opportunity and Efficiency Gains
Sponsorship spending in Canada rose 17% year-over-year to 4.7 billion Canadian dollars in 2025, with a significant portion directed toward sports. Despite this growth, Boushy said many agencies still operate their businesses manually across spreadsheets, contracts, email chains, and memory, which can result in missed payments, missed deliverables, and undervalued deals. Endo claims its current platform can save agents as much as 10 to 15 hours per week by centralizing this data and making it easier to parse.
Investor Confidence and Early Traction
Relay Ventures founder and partner John Albright said talent has never been worth more, while agents have never had less time and resources to prove it. The firm led Endo's Pre-Seed round, which closed in July and was raised through simple agreements for future equity. Albright described Endo as the solution that closes the gap between rising athlete value and the limited tools available to agencies.
Expanding Beyond Sports
While Endo is starting with athletes, Boushy sees potential for its technology across the broader talent ecosystem. He said the platform could eventually serve actors, celebrities, influencers, and musicians whose endorsement deals face similar valuation challenges. The company's focus on a single system of record positions it to support any market where agents need to track contracts, deliverables, and market value.
Endo enters the market at a time when athlete marketability is growing but agency operations have not kept pace. With early traction among established agencies and backing from Relay Ventures, the startup is positioned to help agents replace manual workflows with data-backed decisions. Its bet on AI-powered valuation could reshape how endorsement deals are measured across the sports industry and beyond.
Source: BetaKit