Pros
All Roads builds really cool stuff. They are proudly Canadian and really innovating. It's exciting and the pride of work is huge. The team is hands-down the best I've ever worked with. Everyone is helpful and supportive (and creative and driven) so it's very motivating to work in that kind of atmosphere. There's also opportunity for anyone who is willing to work for it. The company is small enough that a brand new grad fresh out of school can work directly with the President, the VPs etc. So your voice can be heard, you can make change, and you can grow your career here for sure. There are really fun quarterly team gatherings, opportunities to go to networking events and conferences, etc.
Cons
It's a start up, so it doesn't have all of the formalities of a big company. Sometimes, work can pile on and deadlines can be tight. It isn't always, but it can a bit stressful during crunch time and you may have to put in some overtime. But everyone pitches in. It's certainly never boring.