How this Toronto entrepreneur is revolutionizing brand storytelling

At a time when audience engagement is more powerful than ever, one Toronto-based entrepreneur is making waves in the global podcasting industry. Fatima Zaidi, the founder and CEO of Quill Inc., has built a podcasting agency from the ground up. Here, Zaidi shares why she chose Toronto as the base for her business, the success stories behind Quill and how her latest venture, The Moment–in partnership with Canadian Business—is set to revolutionize branded podcasting.

Toronto Life: What is Quill Inc. and how did it come about?
Fatima Zaidi: Quill is a full-service podcasting agency and tech platform designed to help brands create, market and grow their podcasts. I started Quill because I saw a significant gap in the industry. When I was working in marketing for Canadian tech companies, some of our clients wanted to explore podcasting, but there was no single agency that could handle the entire process—production, marketing and the tech infrastructure to support it. The few agencies that did exist were expensive, and the alternative was gathering a team of freelancers, which wasn’t scalable.

The idea really clicked for me when I listened to How I Built This and heard the founders of Ben & Jerry’s talk about their social activism. Their story resonated so much that I became a loyal customer—not just because of their product, but because of their values. That experience showed me how powerful storytelling could be for brands looking to connect with audiences in a more meaningful way.

TL: What sets Quill apart from other podcasting agencies?
FZ: Unlike traditional podcast agencies, Quill offers an end-to-end solution under one roof. We don’t just produce podcasts—we help brands develop a strategy, market their content and leverage technology to maximize engagement. Our focus is on helping brands use podcasting as a tool to build deeper connections with their audience, turning passive listeners into loyal customers.

TL: Why did you decide to launch Quill in Toronto?
FZ: Starting a business in Toronto has been an incredible experience for me. While the majority of Quill’s clients—around 80 per cent—are based in the U.S. and around the world, Toronto has played a significant role in shaping both my entrepreneurial journey and our company’s growth.

Toronto’s tech community is thriving right now. We’re seeing an incredible wave of talent emerge, and I feel deeply integrated into this ecosystem. There are so many amazing organizations supporting founders, and I’ve been fortunate to benefit from this network. Toronto has truly been good to me—it’s where I was able to jumpstart my career, gain critical opportunities and build my brand.

Canada’s values align with my own, and for me, it’s about more than just business—it’s about being part of a community and contributing to a place that has given me so much.

TL: How does The Moment showcase the power of podcasting for brands?
FZ: With The Moment, we really focus on telling the stories of entrepreneurs, creatives and business leaders in a way that feels personal and insightful. It’s a platform where listeners can take away a lesson or learning experience–whether that be from a success story or a business having to close its doors–because sometimes that’s the reality. Podcasting is such a powerful medium because it allows for deep, nuanced conversations that you don’t always get in other formats.

When I work with brands like SickKids or Interac, I take a similar approach—understanding their story, their audience and how to create content that genuinely connects. Whether it’s a brand partnership or a guest on the show, it’s always about authenticity and finding that compelling angle that resonates.

New episodes of The Moment are released bi-weekly, click here to listen.