We provide software technology and consulting services for systems models and simulation. Our models are used for strategic planning and scenario analysis, as well as risk analysis, policy analysis and education.

Our three areas of business are:

Technology
We provide a complete, integrated software environment - the whatIf? Modelling Platform - for the development and use of simulation models.  The Platform is built on the pillars of effective modelling, including transparent model design, scenario management, data visualization, collaborative multi-user access and extensibility.




Custom Modelling
We work with clients to design and implement models using the whatIf? Modelling Platform. We consult across a wide range of application areas including: energy analysis; urban and regional planning; natural resource management; demography; sustainable development; human resource planning; and financial simulation.




Application Products
We provide rapidly assembled models from pre-built model components. Application products leverage the collection of common modelling components we have developed for particular application areas, built up and refined over decades of custom modelling experience. We offer application products in the areas of energy analysis (CanESS), and urban and regional planning (PLUM).

whatIf? Technologies was founded in 1989 (as Robbert Associates) by Robert Hoffman and Bert McInnis - to build upon their pioneering work in socio-economic modelling and simulation at Statistics Canada - and then software architect Michael Hoffman (current CEO). While at Statistics Canada, for a decade and a half, Robert and Bert developed a sequence of economic models starting with static input-output models and culminating with the Socio-Economic Resource Framework (SERF), the first long-term dynamic simulation model of the Canadian physical economy. SERF effectively combined the activity analysis concepts of Nobel laureate Wassily Leontief and the system dynamics concepts of MIT's Jay Forrester - from which the 'design approach' to modeling emerged. SERF was used to explore issues such as Canada's industrial strategy, the demographic transition resulting from the post-war baby boom, and the implications of the OPEC oil cartel.