FurnaceNews.ca has two jobs. It reports the furnace market in Canada, with every brief built on an official source and dated, and it helps furnace companies market themselves using that same knowledge. The two jobs feed each other: reading regulator decisions and program pages every week is what lets us write marketing that stays accurate.
The company
The direct answer: a Canadian newsroom and marketing service for furnace contractors, operated within the Sedighi.ca and SAZ.ca group.
FurnaceNews.ca is part of the Sedighi.ca and SAZ.ca group of companies. From its Vancouver base, the group works with furnace and heating businesses in every province and territory. Sedighi.ca is the consulting company through which Ali works on growth, marketing and technology, and it owns brands such as HVAC.Agency, HVAC.Digital, Trades.Agency, BusinessConsulting.ca and Conv.ca. Ali also founded SAZ.ca (Strategy & Acceleration Zone), a Canadian firm advising on strategy, AI and revenue acceleration.
Within the group, our closest relative is HVAC.Agency, the HVAC marketing brand whose plans and pricing we use. Our positioning is simple: FurnaceNews.ca is a digital marketing and business consulting service for furnace and heating companies in Canada. We are not an HVAC contractor and we do not install or repair equipment.
Ali Sedighi, MBA
Ali's credential is an MBA in Technology Management. His digital marketing career runs 17+ years: in 2007 he founded ONE.ir, a full-service digital marketing agency, and he has worked in the field ever since. He now lives and works in Vancouver.
Later ventures include Conv.ca, an agency for conversion-rate optimisation, and MyAutomation.ca; at SAZ.ca he is Founder & Managing Partner. He has served clients in Canada, the USA and Dubai.
In heating specifically, Ali has built 150+ live HVAC websites. The portfolio includes CombiBoiler.ca, Roma Heating & Cooling, CanroHeat.ca, HeatLand, BCWide.ca and HVACDeal.ca. Several of those projects have published results, summarised on our results page.
How the newsroom works
Our editorial rules are short and strict:
- Primary sources only. We report from documents we load ourselves: regulator decisions, utility releases, government program pages, court dockets, standards pages.
- The source's date, not ours. Each brief shows when the source was published, and our updated date separately.
- Our own words. We summarise; we do not paste.
- Analysis is labelled. Contractor analysis sits in its own section so readers can tell it from reporting.
- Leave it out if unverified. If we cannot confirm a figure, it does not appear.
Current briefs are listed in the newsroom.
How we work with furnace companies
The marketing side follows the same discipline. A typical engagement:
- A first conversation about your service area, fuel mix, furnace models and busy months.
- A written plan with costs, timelines and the measures we will report on.
- Work in your accounts. Your website, Google Business Profile and ad accounts stay yours.
- Monthly reporting in plain language, tied to calls, texts and booked jobs.
- Updates when the news changes, so your pages and ads do not drift out of date.
We do not use contracts that lock you in, and we do not promise rankings or lead counts. Terms specific to your engagement are confirmed in writing in your proposal. Our four services are described on the services page.
What we will never claim
Because we write about regulated work, we hold ourselves to clear limits. We do not give engineering, code-compliance, legal or program-eligibility advice. When we name a regulator such as TSSA, Technical Safety BC or TSASK, we link it and summarise its public role; we do not interpret its rules for your business. We do not publish client quotes, star ratings or reviews on this site, and we do not invent clients or results.
Where we work
We follow furnace rules and programs in all ten provinces and three territories. Markets differ: natural gas dominates home heating in the Prairies, electricity in Quebec, while oil and heat pumps matter far more on the East Coast. The coverage hub explains the differences region by region. To talk about your own market, see the contact page.
Frequently asked questions
Who runs FurnaceNews.ca?
Ali Sedighi, MBA in Technology Management, who has worked in digital marketing since 2007. FurnaceNews.ca is part of the Sedighi.ca and SAZ.ca group of companies.
Is FurnaceNews.ca a heating contractor?
No. We publish furnace market news and provide marketing and business consulting to furnace companies. We do not install, repair or service any equipment.
Where are you based?
Our group is headquartered in Vancouver, British Columbia. We work with furnace and heating companies across Canada, with consultations in person or by video call as well as by phone, text and email.
Are your news briefs sponsored?
No brief on this site is paid placement. Each one is based on an official source we loaded and is dated.