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Calgary startup Virtual Gurus has sold its Virtual Assistant division to U.S.-based Zirtual, marking what is believed to be Canada’s first tech exit by an Indigenous woman founder.
The deal, structured as an asset purchase, is part of Zirtual’s aggressive scale-up strategy to consolidate leading players in the virtual assistant market into a more integrated, AI-powered platform. No financial terms of the deal were disclosed.
For Calgary’s tech ecosystem, the milestone underscores both the growing maturity of the region’s startup scene and the rising influence of Indigenous and women founders in shaping the future of work.
Founded in 2016 by Bobbie Racette after being laid off from the oil and gas sector, Virtual Gurus began quite literally at Racette’s kitchen table. What started as an idea to match businesses with virtual assistants who were often overlooked in traditional hiring cycles became one of North America’s most recognized talent-as-a-service platforms.
Racette—an Indigenous, LGBTQ+ entrepreneur who originally trained in sign language and planned to become a teacher for deaf children—built Virtual Gurus around a fundamentally different premise: that remote work could be a powerful engine of inclusion.
Through an AI-enabled, human-curated matching model, the platform connected thousands of assistants from underrepresented groups with work opportunities across Canada and the U.S., including Indigenous peoples, 2SLGBTQIA+ workers, people with disabilities, and individuals in remote communities.
By 2023, the company had earned national recognition, including a place on The Globe and Mail’s list of Canada’s Top 100 Growing Companies. Virtual Gurus ranked #91, reporting revenue of $5-10 million in 2022.
In announcing the acquisition, Racette emphasized that the exit represents far more than a business transaction.
“When I founded Virtual Gurus, my dream was to show that inclusive, human-centered innovation could grow and thrive,” she said. “This milestone isn’t just mine — it’s for every underrepresented entrepreneur who dares to build something meaningful.”
She noted that the platform created opportunities for thousands who “hadn’t always been seen or included in the workforce,” and expressed gratitude to those who supported the company’s journey.
Following the acquisition, Elliot Schneier will assume the role of CEO of Zirtual, leading the company into its next phase of integration and growth. Schneier took the reins of Virtual Gurus from Racette earlier this year.
“The virtual assistant space is maturing fast,” said Kelly Schmitt, Chair of the Virtual Gurus Board. “This transaction creates the infrastructure to scale, integrate AI responsibly, and deliver the consistency enterprises expect.”
The deal is Zirtual’s fourth acquisition since February 2024, under the ownership of PennSpring Capital, following earlier purchases of Del.Trust (now Zirtual Paralegals), Delegated, and virtual assistant company Double.
For Calgary, Racette’s exit is both symbolic and catalytic — a reminder that Alberta’s tech companies are not just attracting investment, but also reaching mature liquidity milestones that reflect strong, values-driven execution.
While the Virtual Assistant division now transitions into Zirtual’s growing portfolio, Virtual Gurus continues to be recognized for reshaping how inclusive remote work can scale, and for proving that Calgary founders can build globally relevant platforms that remain rooted in community impact.
