About Equity.guru

Since 2015, North America’s most reliable smallcap stock market investment information outlet. No punches pulled, no BS accepted, no investor left behind.

Mission and Vision

We’re not stock promoters.
We’re not Investor Relations.
We’re not a shady short-selling cabal.

We’re journalists. That’s it. We dig for good information, we hold executives accountable, we don’t pull our punches, and we tell you what we’re buying and what we’re selling BEFORE we sell.

Equity.Guru is the journalist in the boardroom, asking hard questions, getting a deeper look at a company than most might be afforded, and sharing clear information from the viewpoint that the best possible marketing for a company that wants to demonstrate its legitimacy is to be open, transparent, and fearless.

Our Values and Goals

We hold ourselves – and you – to some high standards.

Honest always

If your audience doesn't believe you'd put their interests ahead of a sponsor's interests, you're not a journalist, you're an ad agency. Our focal point is to show, that always, we speak the truth. And humour. Mostly truth. Even if that's uncomfortable for a client.

Have some skin in the game

Diversity is an advantage

Our staff reflect our audience and come from a range of genders, cultures, lifestyles, and interests. The old, rich white guys have plenty of places to get their info, so we built our company to speak to everyone else.

Be where the puck is going

If one sector is running red hot, that's when we start looking for what's next. We were the first to explore cannabis companies, the first into a blockchain, first to take Canadian biotech seriously, the first to talk about the potential (and pitfalls) of e-sports, the first to take psychedelics seriously, and we'll be the first ones to talk about whatever is going to follow those. Being mainstream means never being first. We are not in the mainstream.

'Fess up when you screw up

Sure, sometimes you'll get something wrong in your assessment of a company but, when you do, own up to it publicly and take your beating. Especially when your mistakes might cost someone money.

Call the exits

When we think a stock has hit its peak, or at least a place where our audience will have made a great return, we'll say so. And if we're getting out, we won't make a secret of that. Taking your profits is the only way you can ever make money on the markets, and should never be seen as a betrayal of the company.

Don't speak down – speak up

We assume our audience isn't made up of sophisticated financial geniuses and MBAs, and make sure to explain terminology to you clearly, so you come out of one of our stories better educated going forward. And when something isn't right out there in the markets, we'll say so in no uncertain terms.

Offend those who choose to take offense

If you prefer, you can choose to get your information somewhere else if your sensibilities are too brittle for how we engage our audience, we understand that and appreciate your right to visit the sort of websites that reflect your values. Is our language salty? Yep. Do we make jokes? Yep. Will we call a douchebag CEO a 'douchebag CEO'? Yep. That's how we roll. It's how we've grown our business. It's who we are.

The Equity.Guru Story

In 2013, Chris Parry realized maintaining his job at the Vancouver Sun meant following a business plan put in place by people who didn’t seem to understand the business they were in.

News organizations aren’t selling soap, they’re selling honesty and integrity, and you lose that every time you don’t report on a story because of advertising considerations, or don’t follow up a story because you need something new for web traffic, or fill an entire section of your paper with advertorial content, or fire local journalists and run syndicated content in their place.

Parry tried to help the parent company grow out of their old-fashioned thinking but, despite winning awards for his online journalism projects, found constant efforts by management to play it safe.

So Parry left to put his ideas into play and centred on financial journalism as the genre most boring, least trustworthy, and most open to disruption. Equity.Guru was born.

Since 2015, despite being repeatedly told ‘millennials don’t do investing’, the company has blossomed into a multi-platform media outlet. EG employs esteemed news anchors with decades of experience, and young journalists in the making, as well as experts in specific sectors, taking readers on a journey of edcuation and discovery.

Today, Equity.Guru remains the only outlet built on the contrarian strategy of taking money from client companies to pay attention to their stories, while not guaranteeing that attention will result in positive coverage unless it’s earned.

Our clients know the deal: If they do what they promise, and build what they say they’re building, everyone will win, from the investor on up. But if they don’t, we’ll be the first ones to hold them accountable.

Because that’s journalism.

Meet the Team

Equity.Guru is proud to be home to a diverse group of creatives and analysts, contributing their varied skill sets to our quality content production.

Capital Markets Program

For the public company interested in having honest analytical coverage of their best efforts in helping their shareholders make money.

Equity.Guru

Investment information for the new generation