About Benbria

Leaders in Customer Experience and Engagement Solutions

Benbria is a leader in customer experience and engagement solutions, helping the world’s most customer-centric brands deliver a superior experience that goes above and beyond their competitors. Using a variety of channels of engagement, the Loop Experience Platform enables brands to capture feedback and insights related to customer experience including loyalty, satisfaction, and effort, engage with customers to convert and recover, and motivate frontline employees to improve operations, reduce customer churn and increase loyalty.

Our Mission

Our mission is to help brands be loved by their customers and employees alike. We help organizations build meaningful relationships through the use of real-time experience management technology and modern techniques such as omni-channel and conversational experiences.

Our Values

Our core values guide our daily decision-making including hiring and developing long-lasting products and relationships. We value leadership, integrity, passion, innovation, diversity, simplicity and humility. These are our guiding principles and fundamental beliefs.

Our Culture

Our culture is about getting things done. We are customer and employee-centric. We believe in relentless editing and continuous improvement. We are never fully happy and always working hard to make things better and do more.

Board of Directors

Benbria Is Governed by Industry Veterans With Experience Creating Global Businesses

Don Smith

Board Member

Don, an accomplished senior executive with international experience, is a BSc. Engineering Graduate of Imperial College, London.

A “reformed engineer”, he spent the first 8 years of his career at BT Research Labs, which led to a move to Canada in the late 70’s to begin the marketing and general management phase of his career with Mitel. At Mitel he was an Executive Vice President from 1981, with global responsibility for Sales and Marketing when he left in 1986.

He then became President of AIT Corporation, a company focused on automated border control, which he led to 90% world market share and took public in 1993.

In 1996 he was founder and CEO of Cambrian Systems, and became VP & GM of OPTera Solutions when the company was acquired by Nortel Networks in December 1998. He was promoted to President – Optical Internet in January 2000.

In April 2001, Don returned to Mitel as CEO, with responsibility for achieving leadership in the emerging market for IP based business communications solutions. He took the Company public in 2010 and retired in January 2011.

Now, as General Partner at Wesley Clover, Don is focused on building successful growth companies by working with and mentoring the entrepreneurial technology investments in the Wesley Clover Portfolio.

In 2010 Don was recognized as ‘CEO of the Year’ by the Ottawa Business Journal and Telfer School of Management at Ottawa University. He is a member of the Courage Campaign of the Ottawa Regional Cancer Foundation focused on raising funds for cancer research and clinical trials.

Jean-Paul Cossart

Board Member

Jean-Paul Cossart heads Wesley Clover France and is an associate of WCS Europe. Until 2017 he was project director for the creation of Alacrité (France), a member of the Alacrity Ecosystem of accelerators initiated by Wesley Clover in five countries. He now chairs and manages Alacrité’s Advisory Board. JP.Cossart has also been on the board of directors and the audit committee of NASDAQ listed companies, including Mitel Networks Corporation.

Prior to this, he launched and headed several subsidiaries of France Telecom (now Orange) in Bangkok, in Singapore and in Paris. He also held several positions at Alcatel International. JP.Cossart’s experience has spanned service provider, corporate and consumer markets; telephony, data/internet and broadcast services; and international development, global sales and marketing. He holds an electronic engineering degree from Ecole Supérieure d’Electricité (now “CentraleSupélec”) in Paris, France.

Jordan Parsons

Chief Executive Officer

Jordan is an experienced leader, passionate entrepreneur and creative engineer with hands-on experience building companies, teams and products. He continues to invest in his technical skill set and leverage his business acumen to optimize decisions. He is an active member of the technology and startup community in Canada and gives back whenever he can.

Jordan’s specialties include customer and agile software development in the areas of cloud, web and mobile. Jordan is interested in the future of AI, context-aware applications and sustainable everything.

Jordan has a Bachelor’s in Electrical Engineering with a focus in Communications from Carleton University.

Mason Du

Board Member

Mason Du co-founded Benbria in 2007. A programmer since 9 years old, Mason is a passionate entrepreneur, investor and engineer. Prior to founding Benbria, Mason has created cloud products at Microsoft (Office 365), and built AI engines at Electronic Arts (FIFA). Over the years, Mason has developed a strong reputation for advising and investing in promising start-ups. He serves on the board of HBS Alumni Angels, and holds leadership positions at the Crimson Investment Group. Mason authored 15+ patents. He has a Bachelor’s in Software Engineering at the University of Waterloo. Mason is a Harvard Business School alum and studied at Stanford Graduate School of Business. Mason has been recognized as a Top 40 Under 40, and E&Y Entrepreneur of the Year finalist.

Peter Cleveland

Board Member

Peter Cleveland strengthens organizations whether for-profit or not-for-profit. His leadership style ‍‍‍is one of setting direction; then aligning reporting, measurements and agendas around that direction. Peter is a former Executive in Residence of the Telfer School of Management in Ottawa. While at Telfer, Peter created The Leadership For‍‍‍um to provide education to rising business leaders. A respected community leader, Peter has been a volunteer for many organizations including the United Way of Ottawa-Carleton, the Ottawa Hospital Foundation and Bruyère Foundation.

In recognition of his community involvement, he was awarded the Sovereign’s Medal for Volunteers, by the Governor General of Canada.

Terry Matthews


Sir Terence Matthews is the founder and Chairman of Wesley Clover International. Since 1972, Terry has either founded or funded more than 100 companies, including Mitel and Newbridge Networks.

Today, Wesley Clover has interests in a broad range of next-generation ICT companies. Combined, this global portfolio spends more the $20M annually on research and development into innovative new technologies and applications. Wesley Clover also owns and operates leading commercial real estate and hotel/resort properties, and maintains an extensive charitable foundation.

Our Investors

Benbria Is Supported by Leading Venture Capital Firms With a Track Record of Creating Global Businesses