Business Echo - Marie-Line Villers

In partnership with WeBC, Okanagan Echo is proud to spotlight women entrepreneurs who are building, rebuilding, and redefining business in British Columbia. 

Through this collaboration, we are highlighting founders whose journeys reflect resilience, strategic growth, and community impact - women who are not only scaling companies, but creating spaces of belonging and economic opportunity. Welcome to Business Echo.

Before Marie-Line Villers built websites, developed digital strategies or helped businesses navigate artificial intelligence, she was a curious child opening up a broken radio to understand how it worked. More than 25 years later, that instinct—to understand a problem, find a solution and make technology work better for people—sits at the heart of ThriveLine.

ThriveLine is a woman-owned web design and digital growth company supporting businesses that have moved beyond the DIY stage and need their online presence to match the quality and ambition of what they are building. Villers and her team create custom websites and help businesses strengthen their visibility through search engine optimization, local and AI search, Google Ads, hosting, maintenance and ongoing digital support. Clients include Kelowna Veterinary Hospital, Solos Energy and Carpe Diem Tours.

Marie-Line’s work begins long before a website is designed or a campaign is launched. Drawing on decades of experience across programming, web development, digital strategy, search visibility, advertising and, more recently, AI, she believes technology should follow a business’s needs—not dictate them. Her process starts with understanding the people behind the company: what they do, who they serve, where they are struggling and where they hope to go.

In this Business Echo feature, she shares how a broken radio sparked a lifelong fascination with technology, why the DIY stage can be an important part of entrepreneurship, what AI still cannot do, and why curiosity remains one of her most valuable business tools.

OE: You have worked with digital technology for more than 25 years, beginning at a time when the internet looked very different. What first drew you to technology, and what did you find exciting about it?

ML: My interest in technology started when I was very young. I remember finding a broken radio, opening it up and somehow managing to fix it. Later, as computers began appearing, I became fascinated by them.

I attended a summer camp where a group of boys were talking about computers. I wanted to understand what they were discussing, so when I returned home, I started babysitting and saving the money I earned. By the time I was 16, I had saved enough to buy my own computer.

I was fascinated by it and soon began building computers. Before long, people started calling me whenever they had problems with theirs. Working with computers came naturally to me, and I really loved it. That was where it all began.

OE: What led you to establish ThriveLine?

ML: Even though I was a programmer and loved coding, much of my work happened behind the scenes. At the same time, I really enjoyed working with people, learning about them and understanding what they were building.

Whenever an issue arose, I was often the person the IT team asked to speak with the client. I loved those conversations—the opportunity to understand people, solve their problems and build genuine connections.

I worked with a broad range of companies across Europe and Canada, as well as a company in Australia. I enjoyed the technical work, particularly troubleshooting and finding practical solutions, but I also wanted the freedom to travel and experience more of the world.

Starting my own business allowed me to bring those interests together. I could continue doing the technical work I enjoyed from anywhere, choose the projects and parts of the work that interested me most, and connect with more people without being tied to one company or location. It also gave me the opportunity to become more involved in the community, which has become an important part of the business for me.

OE: You have said that good digital strategy begins with understanding a business—its people, expertise, customers, personality and ambitions—and that the technology comes afterwards. What does that philosophy look like in practice when you begin working with a new client?

ML: My experience has taught me that good technology solutions begin with understanding the people who will use them. When I start working with a client, I first want to understand their business, what they are trying to accomplish, where they are facing challenges, and what makes them different.

Only then can we determine which technology or digital strategy will genuinely support them. The technology should serve the business and its goals, not the other way around.

OE: Many of your clients come to you after they have outgrown the DIY stage of their digital presence. What does that turning point typically look like, and how can a business recognize that it has reached it?

ML: I see this often with business owners. In the early stages, doing many things yourself can be valuable. It gives you an opportunity to learn, experiment and develop a clearer understanding of your business.

I actually think it is important for business owners to go through that process because, when they are ready to work with a team like ours, they already have a stronger sense of their vision and how they want their website and brand to feel.

The turning point usually comes when the business begins to grow, but its website or technology no longer reflects the standard it has reached or where the owner wants it to go. What once felt manageable becomes frustrating and takes time away from running and growing the business.

At that stage, I don’t think the business owner should still be struggling with everything alone. They need the right support and a digital presence that reflects the quality, direction and ambitions of the business they are building.

OE: You believe AI can amplify what humans are capable of. Where have you seen it genuinely improve how people work, and where do you believe human involvement must remain central?

ML: AI can help us become more efficient and capable, but it still lacks human judgment. It can only work with the information and ideas it has been given, so people remain essential for making decisions, checking accuracy and determining whether what it produces is actually useful.

I don’t see AI as something that can simply replace humans. It may be intelligent, but it is not human. It does not know what it wants, form intentions or understand the world in the way we do. It is a tool that can generate things, but it still needs our ideas, direction and judgment.

I have worked with AI for several years, and there is still a long way to go. We need to stay curious about how it can improve our lives and help us work more effectively, while recognizing that we must still review and question its output. The human element remains extremely important. At ThriveLine, we use AI. We don’t hand it the keys.

We are all still learning how to use it. The key is to stay engaged with the technology while staying grounded in reality, because it is easy to get absorbed in what it can do and lose sight of its limitations.

OE: More than two decades into your career, you remain deeply curious and committed to learning. How do you decide which new technologies are worth exploring—and which are simply noise?

ML: There is a lot of noise, especially now that so many people are selling courses, tools and solutions with very big promises. You have to be careful and discerning about where you invest your time and what information you trust.

I have spent a great deal of time attending classes and seminars. These days, I also use AI to help me process what I learn by summarizing sessions, identifying the main points and pulling out ideas that could be useful in my own business or for my clients. Courses can take a lot of time, so this helps me focus on the most relevant information and decide what I can apply in practice.

Inevitably, some classes and seminars repeat information I already know. With experience, I have become better at recognizing what is valuable and what is simply noise, although I still try to find at least one useful nugget wherever I can.

I recently completed an AI Strategy course at UBC, which I really enjoyed because the content was strong and the instructor was knowledgeable. I am also currently studying at Okanagan College and learning a great deal from writers and creators on Substack. There is an enormous amount of information available, but I take the time to find the value within it.

OE: How has WeBC helped your business?

ML: WeBC offers so many valuable resources for women in business. I have participated in several of its free workshops and found the educational tools and practical resources genuinely useful. I have even been able to apply some of its templates directly within my own business.

Building a business can feel overwhelming, particularly when you are trying to navigate everything on your own. Organizations like WeBC give women access to information, guidance and support that can make that process easier. It is a valuable resource for women entrepreneurs in the Okanagan and across British Columbia.

OE: What advice would you give to women looking to start their own businesses?

ML: Just do it. Start. Don’t wait until everything is perfect before taking the first step. Seek support and take advantage of the many resources available to help you, including organizations like WeBC.

It is also important to find a community of like-minded business owners who understand the journey. Connect with them, build relationships and make an effort to network. You do not have to build your business alone.

OE: If you had unlimited funds to invest in ThriveLine for one day, what would you do first?

ML: I would host a big event for our local business community, with speakers on AI and running a business, great food, and plenty of time for people to connect. With an unlimited budget, I would make it free to attend.

I used to be a Couchsurfing ambassador and organized events worldwide, including one in New York City that brought together 2,000 people from different countries. I love bringing people together, so I would love to do something like that here in Kelowna. I would want people to leave with new connections and practical ideas they are excited to use in their businesses.

OE: What is one thing about you that people might not know?

ML: I’m originally from Belgium, and I met my husband, who is from Winfield, while we were both picking raspberries in Australia in 2012. We both travelled a long way to find each other!

I also used to be a tour guide. After living in New York as an au pair, I returned three times to lead 10-day tours of the city—what other city could fill 10 days so easily? I also guided tours in Malaysia and Croatia. Bringing people together and sharing experiences has always been a big part of my life.

OE: How can our readers connect with you and learn more about ThriveLine?

ML: Website: www.thriveline.caPhone: 250-258-5099

About WeBC

WeBC is a not‑for‑profit that exists to make entrepreneurship more accessible for women across BC. Through business loans, free and low-cost programs, one‑to‑one support, and community, we help women turn ideas into resilient businesses. Learn more about WeBC and the support available at www..we-bc.ca