In an increasingly digital world, where financial transactions are handled by algorithms and automated platforms, Toronto-based PulseFX is taking a different approach. Founded by Marc Racette, Katherine Li and Shane Slater—industry professionals with decades of individual experience—the fintech company is reintroducing a personalized a consultative approach to foreign exchange (FX) and payments. PulseFX offers a full suite of services, including international payments, currency risk management, and tailored FX strategies to help businesses navigate the complexities of cross-border transactions with confidence. By combining cutting-edge technology with hands-on consultation, PulseFX aims to redefine how businesses manage their international financial transactions.
“The inspiration behind PulseFX came from a growing disconnect in the financial services space, particularly in foreign exchange and payments,” says Marc Racette, co-founder of PulseFX.
“The industry has become increasingly faceless, with digital platforms offering self-serve options but little to no guidance. While technology is a powerful enabler, we believe a personalized consultative approach still has a critical place. Our clients are not just getting rates. They are getting real conversations, context, and customized strategies that align with their business goals.”
Since its launch, PulseFX has seen significant traction, largely driven by word-of-mouth referrals. Businesses are resonating with the company’s consultative approach, viewing PulseFX as more than just an FX service provider.
“Business owners value the fact that we do not treat them like ticket numbers in a system,” explains Racette. “Our consultative approach means we are often viewed as a fractional CFO or CPO (Chief ‘Payments’ Officer) when it comes to anything payments or FX related. We take the time to understand how money moves in and out of their business and how to optimize that flow. FX is not just about rates. It is about strategy, risk management, and operational efficiency.”
Uncovering Hidden FX Costs
One of the key ways PulseFX helps companies is by identifying hidden costs in their international payment flows. Many businesses unknowingly lose significant amounts through unfavorable exchange rates, credit card fees, and online processors.
“We start with a deep dive into how the business operates internationally,” says Katherine Li, co-founder of PulseFX. “Are they paying vendors abroad? Receiving payments in multiple currencies? Using credit cards, wires, or online processors? Each of these can come with hidden FX costs. Many businesses do not realize how much they are losing when using credit cards or processors like Stripe or PayPal for international transactions. We help uncover those hidden cost centers, offer better alternatives, and help restructure payment flows. It’s not just about saving money. It’s about creating clarity and control.”
Advice for Companies Expanding Globally
As businesses look to expand internationally, foreign exchange can quickly become a pain point. Racette advises companies to take a proactive approach.
“Start by understanding your financial flow, not just in your home currency, but in all the currencies you touch,” he says.
“Too many companies jump into international business without a currency strategy, and it catches up to them. A common mistake is assuming your bank or payment processor has your best interest in mind when it comes to FX. They often do not. Another big one is overexposing your business to currency volatility without even realizing it. My advice is to treat foreign exchange as a strategic function, not a side effect of doing business globally.”
The Future of FX and Fintech Challenges
The foreign exchange landscape is shifting, and PulseFX is keeping a close eye on key industry trends. Li notes that many businesses are struggling to navigate the evolving fintech space.
“We are seeing a huge push toward fully digital, faceless platforms that lead with introductory rates but quietly widen their spreads over time,” she explains. “While they are convenient, they are rarely competitive in the long run. Banks are still easy to beat on pricing, but they remain sticky because of how embedded they are. On the other hand, some brokerages that are going digital are becoming too reactive and losing the human connection that made them valuable in the first place.”
She also highlights a growing gap in financial education. “Many businesses do not know what financial products are even available to them anymore. There is a growing gap in education. Businesses are missing out because nobody is taking the time to guide them through the options.”
Looking ahead, PulseFX is planning to expand its offerings beyond FX and payments. The company has already partnered with a lending marketplace to provide a full suite of business financing solutions.
“We have partnered with a lending marketplace to provide a full suite of business financing solutions,” reveals Racette. “That includes everything from working capital loans to equipment financing, invoice factoring, and even equity funding options. The goal is to make PulseFX a more holistic financial partner. Whether you are scaling, acquiring, or simply smoothing out cash flow, we want to be there with solutions that go beyond currency exchange. We are not just about FX anymore. We are about unlocking smarter financial decisions for growing businesses.”
With a firm belief that financial services should be both high-tech and high-touch, PulseFX is charting a unique path in the fintech space. By bridging the gap between technology and personalized consultation, the company is positioning itself as a trusted partner for businesses navigating the complexities of global finance.
