Originally published in 2021. Updated for context in August 2025.
Even from his home office overlooking the Toronto skyline, Jordan Smith, founder of Renterii, proudly shares that his startup journey began in Winnipeg. A Transcona local turned tech entrepreneur, Jordan was driven by a desire to reduce waste, strengthen community connections, and build a peer-to-peer rental marketplace rooted in local experiences.
From Frustration to Innovation
While traveling on a limited budget after finishing his degrees at the University of Winnipeg and University of Toronto, Jordan began to notice a pattern. Whether it was camping gear, kayaks, or picnic sets, so many useful items sat idle most of the time.
He asked a simple question:
What if these underused items could be rented affordably by others in the community?
The answer became Renterii, a tech platform that allows people to list, discover, and rent everyday items from others nearby. The goal? To make local experiences more accessible, reduce unnecessary consumption, and build a more connected rental economy.
Finding North Forge and the Power of Mentorship
Jordan first heard about North Forge during a conversation at a local pub, a reminder of Winnipeg’s tightly connected business scene. That encounter led him to the North Forge Founders Program, which gave him the structure, accountability, and mentorship he needed to shape Renterii’s early concept.
“The Founders Program helped me develop our value proposition and refine the business model around customer experience,” Jordan explains. “Everything from in-app payments to regional delivery, insurance, and discovery features was built with usability and community in mind.”
Designing a Marketplace That Puts Experience First
Unlike traditional rental platforms, Renterii focuses on matching items to lifestyle needs. The app categorizes rentals by the type of experience users are looking for—whether adventurous, creative, or social.
“If you’re planning a picnic, looking to explore the river, or trying a new art project, you can find what you need based on how you want to feel—not just what you want to rent,” says Jordan.
Items can be rented from cafes, local businesses, or even your neighbour down the street. That connection is core to the platform. Each listing is more than a product—it’s a story.
Building Trust and Reducing Risk
One of the challenges of any two-sided marketplace is trust. Jordan addressed this early on by partnering with a national insurance provider to create custom rental coverage for users.
“We wanted to eliminate friction and give people confidence—whether they’re renting out their equipment or trying something new for the weekend.”
This helps reduce risk, build trust, and keep items in use longer rather than ending up in landfills.
Sustainability at the Core
For Jordan, waste reduction is a major motivation. Renterii encourages people to rethink ownership by renting out items they rarely use, and in turn, creating value for others.
“It’s about enriching your lifestyle while protecting the environment. One shared item at a time.”
The Role of North Forge in Renterii’s Growth
Through North Forge’s Entrepreneurs-in-Residence, startup programming, and peer support, Jordan gained valuable insight into product-market fit, operations, and scalability.
“The honest feedback, expert guidance, and space to think critically about my business was invaluable,” he says. “North Forge helped me grow as a founder and broaden my perspective.”
Try Renterii
Whether you’re looking to discover new adventures or list items that others could enjoy, download the Renterii app on iOS or Android.
Interested in collaborating or learning more? Reach out to Jordan directly at
Want to Build a Startup Like Renterii?
The North Forge Founders Program helps early-stage entrepreneurs validate their ideas, build business models, and access expert mentorship and funding pathways. If you’re ready to turn your idea into a scalable company, learn more and apply here.
