Haloo is innovating trademark tools with artificial intelligence.
The Toronto-based legaltech startup, founded in 2020, pivoted in 2024 toward an enterprise software-as-a-service model that enhances intellectual property management.
“We’re a team of legal and artificial intelligence experts making trademark protection more accessible, efficient, and equitable for everyone,” says founder Julie MacDonell.
The 2024 pivot—funded by nearly $5M in capital—has paid dividends for the Ontario innovator, whose technology replicates human analyst queries with deep AI, offering comprehensive results for law firms, naming agencies, and enterprises.
“I’ve always believed in the transformative power of technology for the legal profession,” commented MacDonell in 2024.
The idea for Haloo, she noted, “came when I was a practising IP lawyer, finding myself frustrated with billing clients for third-party search disbursements and the time spent on manual database queries.”
MacDonell says that enterprises benefit from high-volume tools which save up to 75% on training and generate revenue through faster diligence.
“AI has changed where value lives, what clients will pay for, and which parts of trademark work still justify human time,” the company posits.
In the trademarks space, AI tools can “now handle most routine work,” according to Haloo, including clearance searches, goods and services IDs, and filing-ready outputs—which means firms “no longer need to choose between speed and revenue.” But they also “need to change how this work is packaged and sold.”
In December, Haloo garnered financial support from the Federal Economic Development Agency for Southern Ontario.
Evan Solomon, the Minister responsible for the agency, remarked that “homegrown solutions” like Haloo “are driving economic growth and strengthening Canada’s position as a global leader in AI.”