Dean Jessop

CEO & Co-Founder, IRefer Club

Dean Jessop is a Canadian entrepreneur, author and speaker with more than three decades of experience across transportation, information technology, publishing, consumer products and business development. His career includes creating and publishing a men's lifestyle magazine, contributing to early video and broadcast technologies, and helping build infrastructure for Exceler@tor, the University of Toronto's technology incubator. Dean is the author of Bitcoin Building Blocks, The Great Morph and Recognized Before Recommended. His writing has followed the evolution of technology from cryptocurrency to generative engine optimization (GEO), with education at its centre. Today, Dean is the CEO and a co-founder of IRefer Club, which was created to make visibility through Google and AI search more affordable for small and medium-sized businesses. As a speaker, Dean draws on his experience across industries to explain change in plain language and help business owners consider their next steps.