In an exclusive interview with CanadianSME Small Business Magazine, Norman Musengimana, Founder and CEO of Prosfata Inc., shares his insights on redefining career transitions for skilled professionals, newcomers, and international students in Canada. With a mission to align job seekers with industry-specific coaching and meaningful employment, Prosfata is addressing critical workforce challenges—ranging from talent misalignment to adapting to AI-driven job markets. Norman discusses how his company is tackling Canada’s productivity gap, the importance of industry expertise in career coaching, and how small and medium-sized businesses can foster adaptability and continuous learning to stay competitive in an evolving economy.
Norman Musengimana is the Founder and CEO of Prosfata Inc., a technology-driven company dedicated to supporting experienced professionals, newcomers, and international students in Canada. Prosfata connects these individuals with the right resources and industry-specific career mentors to help them successfully navigate guided career transitions. The company’s mission is to empower its clients by leveraging their prior work experience and education, helping them secure meaningful employment in industries where they have proven expertise. With personalized guidance from professionals in their respective fields, Prosfata ensures that its clients can confidently enter the Canadian job market and achieve both career satisfaction and financial success.
Prosfata’s unique approach is rooted in the belief that mentorship is a powerful catalyst for career growth. Unfortunately, many professionals are unaware of how transformative coaching and mentorship can be, often making career-jeopardizing decisions without realizing the consequences. By 2026, Prosfata aims to become the leading solution for experienced professionals, enabling them to transition into roles aligned with their skills and aspirations while contributing to Canada’s economic growth. As Carolyn Rogers, Senior Deputy Governor of the Bank of Canada noted in a 2024 speech: “Back in 1984, the Canadian economy was producing 88% of the value generated by the U.S. economy per hour. But by 2022, Canadian productivity had fallen to just 77% of that of the United States.”
Prosfata emphasizes industry-specific career coaching. How does this approach differ from traditional coaching methods, and why do you believe it’s the future of career development?
Traditional career coaching often provides generalized guidance on resumes, cover letters, and job search strategies without considering the nuances of specific industries. Prosfata takes a different approach by ensuring that job seekers receive career coaching from professionals who have real-world experience in the industries they are targeting. This means that instead of generic advice, clients get actionable insights tailored to their field, helping them navigate the hiring process, workplace expectations, and long-term career growth more effectively.
We believe this is the future of career development because the job market is becoming increasingly specialized. Employers seek candidates who not only meet qualifications on paper but also demonstrate an understanding of industry trends, workplace culture, and role-specific expectations. By connecting job seekers with industry insiders, Prosfata helps individuals bridge the gap between theoretical knowledge and practical application, accelerating career success.
With Canada’s productivity growth lagging behind that of the United States, how does Prosfata’s mission align with addressing this economic challenge, particularly by placing skilled professionals in roles that allow them to maximize their potential?
One of the key reasons for lagging productivity in Canada is talent misalignment—highly skilled professionals are often underemployed or working in roles that do not fully utilize their expertise. Prosfata directly addresses this issue by ensuring that job seekers receive targeted coaching that helps them secure roles where they can contribute at their highest potential.
By matching professionals with experienced coaches from their industries, we help candidates refine their job search strategy, craft resumes that highlight relevant skills, and prepare for interviews with a deeper understanding of employer expectations. This approach ensures that businesses are hiring individuals who are not just qualified but also well-prepared to excel and drive productivity in their roles.
Our transaction-based revenue model makes high-quality career coaching accessible and affordable, helping more professionals transition into roles where they can make meaningful contributions to Canada’s economy while retaining the service of the industry expert they are working with to consult with them as and when they need them.
As AI and automation reshape the job market, how is Prosfata adapting its coaching services to ensure clients can leverage these technologies rather than fear them?
AI and automation are transforming industries at an unprecedented pace, creating both challenges and opportunities for job seekers. Prosfata is in the process of integrating AI systems in routine tasks like social media content management. We are also looking into how we can use AI to support coaches, review resumes, and assist our customers as well.
For example, our platform connects job seekers with industry experts who can guide them on how AI is impacting their specific fields, whether that’s automation in manufacturing, AI-driven decision-making in business, or data analytics in marketing. We also help candidates refine their job applications with AI-assisted resume reviews and mock interviews that simulate real-world hiring processes.
By embracing AI as an enhancement tool, we help job seekers leverage technology to improve efficiency and increase their competitiveness in the evolving job market.
Your company aims to support not just newcomers but anyone seeking career transition. What inspired this shift, and how does it reflect broader trends in the Canadian job market?
Initially, Prosfata was designed to help newcomers integrate into the Canadian workforce, addressing common challenges such as credential recognition, job market navigation, and workplace culture adaptation. However, we quickly realized that career transition is a challenge that extends beyond newcomers—many Canadian professionals are also struggling with industry shifts, job market evolution, and the need for continuous upskilling. Most people who are transitioning don’t know what they don’t know, so our industry experts can help guide them and provide that much-needed clarity and guidance.
This shift aligns with broader trends in the Canadian job market, where career mobility is becoming increasingly common. More professionals are seeking career changes, adapting to digital transformation, or re-entering the workforce after entrepreneurial ventures. By expanding our platform to serve all professionals in transition, we are addressing a critical need for industry-specific guidance that is often missing in traditional career services.
Our goal is to make career coaching accessible and practical for everyone, ensuring that job seekers, regardless of their background, receive the guidance they need to succeed.
Looking ahead, what advice would you give to small and medium-sized businesses in Canada to foster a culture of continuous learning and adaptability in this rapidly evolving work landscape?
For Canadian small and medium-sized businesses (SMBs) to remain competitive, fostering a culture of continuous learning and adaptability is crucial. Here are three key strategies to achieve this:
- Invest in Employee Development: Providing access to ongoing training, mentorship, and upskilling opportunities ensures that employees remain agile and equipped to handle industry changes. Programs that support professional development not only enhance productivity but also improve employee retention and engagement.
- Embrace AI and Digital Transformation: Businesses should integrate AI-driven solutions to streamline operations, enhance decision-making, and automate repetitive tasks. More importantly, training employees to work alongside AI rather than fear it will position businesses for long-term success.
- Hire for Adaptability and Industry-Specific Knowledge: In today’s fast-changing job market, hiring employees with industry-specific knowledge and a willingness to learn is more valuable than simply hiring based on past experience. Partnering with platforms like Prosfata can help businesses find talent that is not only skilled but also prepared to thrive in their specific industry.
By prioritizing adaptability and understanding how AI is affecting their productivity and competitiveness, they will understand which skills their respective employees must exercise through continuous learning in order to remain resilient in the face of this ongoing industry disruptions.
