Louis Cho

Judge
DISC Type : Dc

Co-Founder & Partner at Elevate FI

Greater Toronto Area, Canada

Overview

Louis is a Co-Founder at Elevate FI and the Founder of APEX CX, specializing in creating AI-powered marketing and customer experience systems. With an MBA from the University of Toronto, he has a 25-year history as a CXO and author, transforming how major organizations engage with their customers. Colleagues describe him as analytical, strategic, passionate, and insightful.

Outside of his primary roles, Louis is a dedicated author and content creator, writing books on customer personalization and strategy. He actively shares his insights on customer experience and leadership through his weekly newsletter, "CX’s & O’s, " and daily posts on LinkedIn, turning his professional expertise into a passion for teaching others.

Unique fact: Louis successfully replaced a full marketing department with a 12-role AI-powered operating system that he built himself.

Personality Overview

Features Driven

Fast But Wary

Quality Focused

They like to be in a position where they can control the conversation and terms.  They are not focused on building rapport and relationships. More than the product, they care about the effectiveness of the product.

Topics They Care About

AI Marketing Systems
His core focus is building AI-operated marketing systems that function at the level of a fully-staffed department, moving beyond simple AI assistance.
Customer Experience
A two-time author on the subject and former Chief Experience Officer, he focuses on turning CX into a strategic, revenue-generating capability.
Fintech Growth
As Co-Founder of Elevate FI, he helps credit unions and digital banks solve growth challenges like customer acquisition costs and low product penetration.

Media Appearances

Louis Cho, Co-Founder & Managing Partner, Elevate FI - Rajiv Pant. Featured in Rajiv Pant Blog

See Now

Work History

1-2026
Co-Founder & Partner at Elevate FI
2025
Founder & CXO at APEX CX
9-2023
Book Author at APEX CX
1-2023
Content Creator at APEX CX
2024 - 2025
Chief Experience Officer at Chartered Professional Accountants of Canada (CPA Canada)

Education

MBA from University of Toronto - Rotman School of Management
Honours Bachelor of Science from McMaster University

More Information

Social Presence :

Prographics :

Exp : 21 Location : Greater Toronto Area, Canada Job Level : Leadership Designation : Co-Founder & Partner at Elevate FI
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Insights For Selling To Louis

During A Call Or A Meeting

DO's

  • Make sure that you circle back fast on any action items, it wins their trust
  • When negotiating terms, help them build an impression that they are the ones calling the shots
  • Speak about competitive differentiation that your product offers

DONT's

  • Don't try too hard to forge relationships with them
  • Do not back off when challenged, respond with a confident, objective answer instead
  • Don’t be in a rush to invite them for a social meet and greet

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Louis is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Louis

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Louis move?

  • They can take decisions very fast if you manage to convince them.
  • Can Louis take some risk or not?

  • The risks don’t matter much to them.

You And Louis

Personality Compatibility


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