In a tiny, crumbling apartment, Neal and his brother Keith sat staring at their computer screens. The ceiling was literally falling in, their bank account had dwindled to near zero, and the startup they'd poured their hearts and savings into was on the verge of collapse.

“We had a critical choice,” Neal remembers. “Do we rebuild the entire platform based purely on customer feedback, or do we quit and return to our boring jobs?”

Neal, a former equity analyst turned entrepreneur, was determined to turn things around. Over the next five years, he and his brother would build an internationally recognized brand.

From Banks to Backpacks

Neal's journey didn't begin with dreams of startup glory. After studying communications and business at Wilfrid Laurier University, he followed in his father's footsteps, landing in investment banking. But the glamour quickly faded. After witnessing market crashes and failing his CFA Level 2, Neal realized finance wasn't his passion. “I put on too much weight sitting at a desk, hated my job, and eventually just quit,” he reflects.

Searching for meaning, Neal packed a backpack and travelled the globe. His turning point came during an adventure trip. After skydiving, cliff jumping, and rafting, he was handed a CD full of photos. Neal stared, puzzled. “Dude, I’ve got a smartphone. Can’t you send these digitally?”

No one could. Neal saw a problem—and an opportunity.

Launching PicThrive

Neal had always wanted to work with his brother. Coming to him with idea after idea, Keith grounded him, quick to express which ideas were garbage, which were most of them. Neal was pleasantly surprised when Keith’s eyes lit up at the thought of transforming the travel industry.

With the help of his brother/co-founder, Neal launched PicThrive, a cloud-based photo-sharing platform tailored specifically to adventure tourism operators. Their initial product, YewwShare, was ambitious, complete with digital waivers and customer analytics. The brothers designed a product based on what they assumed the market needed, but they overlooked a crucial step: customer engagement. 

Their first client, a zipline operator on Vancouver Island, allowed them to camp onsite to understand real-world needs. The brothers learned firsthand the little details that matter like how unreliable internet and unstable generators could derail operations. They learned directly from the guides, guests, managers and the owner to understand what the real needs were. 

Learning the Hard Way

With their money nearly gone, Neal and Keith made a tough decision grounded in teachings from their clients and the land. They scrapped the broader platform and doubled down on photo-sharing technology. Neal taught himself frontend development, and the brothers built a leaner, more effective product by directly incorporating customer insights. “Building without customer validation was our biggest mistake,” Neal emphasizes. “Now, speaking to lots of customers first is our golden rule.”

Their dedication paid off spectacularly. With their final dollars, they attended a crucial trade show in Salt Lake City. Their booth overflowed with interested operators. It felt miraculous, validating their painstaking pivot.

Accelerating Forward

Acceptance into a travel tech accelerator in Denver marked another turning point. Neal calls the experience "an ass-kicking in the right direction." Mentors challenged their assumptions, emphasized rigorous customer validation, and taught them vital lessons in product-market fit. This mentorship became foundational, transforming their startup mindset completely.

The accelerator connected PicThrive with pivotal mentors—industry veterans who didn’t just give advice but empowered the brothers to think critically about their decisions. These relationships helped refine their strategies, positioning PicThrive for significant growth.

Global Expansion and Community

PicThrive quickly expanded from one client in Canada to an international clientele, particularly thriving in the rafting industry. The brothers soon realized they needed a community aligned with their ambitions. Drawn by Communitech’s vibrant tech ecosystem, Neal and Keith relocated from their dilapidated Vancouver apartment to a modern townhouse in Kitchener. “We swapped rats for roommates to a brick-and-mortar office,” Neal jokes, recalling how crucial this shift was for their growth.

Pandemic Pivot and Purpose

The pandemic was another existential crisis, instantly wiping out revenues for tour operators and, by extension, the photo-sharing business. COVID-19 forced tough layoffs, including their own. Neal reflects candidly, “This extension of ourselves felt like it died overnight.” Another pivot was needed.

The forced pause allowed Neal and Keith to rethink their business strategy entirely. They adopted a remote-first approach, prioritizing flexibility, mental health, and results over office hours. “We didn’t want the typical startup grind of being chained to desks,” Neal explains. “We rebuilt a company aligned with our values, balancing life and work.” They gave up the brick-and-mortar office and supported staff working from home. 

As the world adapted, outdoor activities rebounded, reigniting demand for their client-focused platform. Today, PicThrive is thriving, helping adventure operators around the globe streamline photo sales, boost revenues, and enhance customer experiences. Neal’s proudest moments involve seeing their impact firsthand. Clients routinely share how PicThrive has transformed their operations, from significantly increasing revenues to creating emergency funds that sustain them through natural disasters.

Internally, the impact is equally profound. Neal beams, describing how one team member, a single mother, quadrupled her salary since joining PicThrive. “The biggest reward,” Neal says, “is positively impacting people’s lives—both our team and customers.”

Lessons Learned and Looking Ahead

Neal’s journey from banking to backpacking, rats to rapid growth, has imparted invaluable lessons. His advice to aspiring entrepreneurs? “Speak to as many customers as possible before you build. Don’t waste time and money on assumptions.”

Reflecting on the rollercoaster ride, Neal recognizes every setback as essential to PicThrive’s success. With new products on the horizon, he remains passionate about innovation, customer feedback, and creating tools that empower tourism businesses.

From bleak beginnings to international acclaim, Neal's entrepreneurial story is one of persistence, mentorship, and transformative pivots—an inspiring testament to the power of resilience and relentless customer focus.