By Jonathan Haber, Montreal, QC
When I started my career in Montreal’s fast-growing tech scene, success often seemed to hinge on the strength of your code, your servers, or your algorithms. Startups were racing to build the most powerful hardware or the most advanced platforms. But over the years, I have seen a major shift. Today, the companies that are truly thriving are not just the ones with the best technology—they are the ones that understand people. The rise of soft solutions is changing the way startups build, grow, and connect with their audiences, and it is shaping a new era of technology that feels more human.
What Are Soft Solutions?
When I talk about soft solutions, I am referring to the tools and systems that make technology more intuitive, collaborative, and human-centered. These are solutions designed to improve communication, streamline teamwork, and create better user experiences rather than focusing solely on technical complexity.
Think about project management platforms that keep remote teams aligned, customer relationship tools that help businesses listen and respond better, or apps that make learning and mental wellness more accessible. These kinds of technologies do not just solve a problem—they enhance how people work together and interact.
For startups, soft solutions represent a major opportunity. They require a deep understanding of human behavior, empathy for the user, and a commitment to design that simplifies rather than complicates.
Why Startups Are Turning Toward the Human Side of Tech
In today’s competitive market, innovation is not just about invention. It is about connection. Startups that build with people in mind are discovering that empathy is not just good ethics—it is good business.
When founders focus on how technology feels rather than just how it functions, they attract loyal customers and engaged teams. Products that are easy to use and emotionally intelligent tend to spread faster through word of mouth. A great user experience becomes a marketing strategy in itself.
This shift also reflects a generational change. Younger entrepreneurs and employees value culture, communication, and purpose. They want to work with companies that care about their users and their communities. Soft solutions provide the bridge between technology and these human values.
Building a Startup That Thinks Soft
At my company, I have seen firsthand how adopting a soft-tech mindset can transform the way teams operate. It starts with listening—to your employees, to your customers, and to your market. When you understand where frustrations or bottlenecks occur, you can design solutions that make people’s lives easier.
One of the most valuable lessons I have learned is that technology should adapt to people, not the other way around. Too often, teams build tools that require users to change their habits or workflows. A true soft solution fits naturally into the rhythm of daily life.
It is also important to build teams that reflect diversity in thought and experience. When different perspectives come together, the resulting ideas are more inclusive and more effective. A product built by people who understand a wide range of needs will naturally resonate with a broader audience.
The Montreal Advantage
Montreal has become one of the most exciting places in North America for technology and innovation, and I believe a big reason for that is the city’s culture. There is a balance here between creativity and practicality, between business and humanity. Montrealers think globally but act locally, and that perspective fuels some incredible ideas.
Our startup ecosystem has embraced this softer side of technology. Many of the city’s emerging companies are building tools that make life easier rather than more complicated. Whether it is improving collaboration, communication, or mental well-being, Montreal startups are leading the way in human-centered innovation.
Being part of that movement has been inspiring. It reminds me that the future of tech is not about replacing human connection—it is about enhancing it.
Balancing Innovation with Empathy
Technology will always move quickly, but progress does not have to come at the cost of humanity. The startups that will thrive in the coming decade are those that combine technical skill with emotional intelligence.
Empathy should be seen as a key performance metric. When you build a product, ask yourself not only what problem it solves but also how it makes people feel. Does it reduce stress or create it? Does it simplify communication or add another layer of complexity? The answers to those questions determine the difference between a temporary trend and a lasting solution.
Soft solutions are also better for long-term business sustainability. Products built around user needs evolve more naturally, require less constant reinvention, and maintain stronger customer relationships over time.
Looking Ahead
As I look at the future of startups, I see a new kind of success story emerging—one where technology is not just smart, but kind. The human side of tech is not a passing idea; it is the foundation of the next wave of innovation.
For entrepreneurs, that means focusing less on how impressive the technology looks on paper and more on how it feels in the hands of real people. It means building teams that value empathy as much as expertise and creating companies that see connection as the ultimate form of progress.
The startups that lead the next generation will be the ones that remember the simplest truth: technology works best when it works for people.