rTraction Canada, Inc. is a Certified B Corporation and award-winning digital services agency located in the London Roundhouse. 

Incorporated in July 2001, we started as a team of coders that built websites and applications to help clients get their messaging out. From early on, we worked alongside social purpose organizations (nonprofits, social enterprises, and for profits that do good), helping those that provide impact to do what they do best while we focused on solving the technical problems, from hosting to websites to systems behind the scenes. 

Like any digital agency, we know our way around technology and we believe in returning good value to our clients. There are a few things that make us a little different from your average digital production house: 

  1. We focus on improving community outcomes; improving the community we serve is more important than maximizing profit.

  2. We know that with real, lasting change, there is tension. We aren't afraid of it... in fact, we welcome it.

  3. We are committed to helping smooth out the bumps in the process of change to keep it productive, and we confirm that's what we're doing in every meeting. 


As a Certified B Corp, we:

Measure what matters: the support we provide to our team, the difference we make in the communities we serve and our effect on the environment.

Consider all stakeholders in our business decisions: our employees, our clients, our community, the environment and our shareholders.

Use business as a force for good: by doing work that fosters community, and by aligning ourselves with clients, suppliers and partners that share our values and want to make a difference.

You can read more about our B Corp story on our blog.



Our Manifesto

Rise. Show up. Shine.
Work for people over paycheques.
Speak well, listen better.
Be both teacher and student.
Fill your mind and the coffee pot.
Remember failures aren’t endings, but lessons.
Trust that those around you will break your fall.
Moments, seize them. Doubts, cease them.
Aspirations, dream them. Game changers, be them.
Revel in your craft, rejoice in your play.
Work your quirk.
Don’t be a team of coworkers,
Be a team of superheroes. But no capes.
Connect. Grow. Be a force for good.
Be curious, dare greatly, build a legacy.
This is not your job, this is your passion.


Our Manifesto was written in collaboration with London spoken word artist, Holly Painter. It is our values and our aspirations combined. It is what we believe and aim to achieve. It adorns our office walls and coffee mugs. It attracts and inspires the right people (both clients and teammates), and underlies those good decisions that make a difference.