What Pride at Work Canada does

Pride at Work Canada (operating as Fierté au travail Canada) is a Toronto-headquartered non-profit founded in 2008 that provides workplace inclusion services to Canadian employers and the 2SLGBTQIA+ community. Its core deliverable is a membership-based employer program called Proud Partners, priced at a flat $5,500 CAD annual fee and comprising 250+ organizations that collectively employ over one million Canadians across financial services, technology, energy, government, retail, education, and professional services. The organization supplements memberships with tiered consulting services (priced from $5,000 to $29,000 CAD for non-members), per-participant leadership programs (FLOURISH, THRIVE), ticketed events (SPARK, ProPride), a $3,200 CAD Workplace Audit benchmarking tool, a Community Partner program for 2SLGBTQIA+ non-profits, and a job board for 2SLGBTQIA+ job seekers.

Its product surface runs on a web-based platform delivering e-Learning modules, a webinar content library (monthly English, bi-monthly French), a member portal, and a job board, with the Workplace Audit serving as the proprietary benchmarking instrument — covering 35+ questions across policies, ERGs, onboarding, benefits, training, supplier diversity, and community involvement. Supporting assets include a podcast (The Uncovering Belonging), the CHANGEMAKERS recognition campaign, networking programs (Matrices, Rendez-Vous, Ambassador Program), and a publications library of reports, guides, and toolkits.

The business model combines recurring annual memberships, one-time audit and consulting engagements, and per-ticket program revenue, augmented by named sponsorships such as the 2025 Canada Life Capacity Building Program and Loblaw Companies' lead sponsorship of FLOURISH. The organization employs 15 staff, operates volunteer working groups in six Canadian cities (Calgary, Halifax, Montréal, Ottawa, St. John's, Vancouver), and is governed by an independent volunteer board. Distribution is direct enterprise sales for the Proud Partner tier, self-serve registration for programs and events, and earned-media-driven demand generation through press coverage and partnerships such as the March 2025 collaboration with Electricity Human Resources Canada (EHRC) to extend its mandate into the energy sector.

Name

Pride at Work Canada

Legal name

Pride at Work Canada/Fierté au travail Canada

Website

https://prideatwork.ca

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Pride at Work Canada is a Toronto-based non-profit founded in 2008 that provides 2SLGBTQIA+ workplace inclusion training, consulting, benchmarking, and leadership programming to over 250 Canadian employer members and 60+ community organizations across Canada.

Ownership category

akta.pro rank

Product category

Workplace Inclusion and DEI Consulting Services

NAICS

Professional Organizations (813920), Business, Professional, Labor, Political, and Similar Organizations (8139), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600), Services-Management Consulting Services (8742)

akta.pro primary industry

Mentorship & Coaching (Career, Academic, Industry-Specific) (EDAMAKAA)

akta.pro secondary industry

Employee Recognition, Awards & Incentive (Internal) Events (THAHAIAM)

Keywords

• Workplace inclusion consulting
• DEI training services
• Employer membership programs
• Leadership development programs
• DEI benchmarking audits

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Proud Partner Membership Fees: Annual membership fees from private, public, and non-profit employer organizations. Proud Partners pay $5,500 CAD annual fee, providing access to training, the Workplace Audit, consulting hours, job board posting, and event benefits.
2. Consulting Services: Paid consulting engagements organized in three tiers, ranging from $5,000 to $29,000 for non-members. Services include trans inclusion, policy review, employee listening sessions, inclusive benefits review, and training curriculum development.
3. Program Participation Fees: Revenue from leadership programs FLOURISH and THRIVE, and SPARK event tickets. FLOURISH and THRIVE charge $1,500-$2,000 per participant; SPARK charges $345-$645 per ticket depending on partner status and early bird pricing.
4. Workplace Audit (Non-Members): One-time fee of $3,200 CAD plus tax for organizations that are not Proud Partners, giving access to the Workplace Audit benchmarking tool.
5. Community Partner Program: Complimentary partnership level for 2SLGBTQIA+ non-profits; no direct revenue but supports network effects and community reach that drive employer memberships.

Pricing tiers

Go-to-market motion4 records

Distribution channels7 records

Marketing channels10 records

Core offering

Pride at Work Canada is a national non-profit that provides learning, leadership, benchmarking, and networking services for 2SLGBTQIA+ workplace inclusion. It sells annual Proud Partner memberships to large Canadian employers at $5,500 CAD, tiered consulting services ($5,000–$29,000 CAD), e-Learning modules, the Workplace Audit benchmarking tool, leadership development programs (FLOURISH, THRIVE), the SPARK summit, ProPride conference, and a job board exclusive to member employers.

Product overview

Pride at Work Canada operates as a membership services organization offering a comprehensive portfolio of programs and services for 2SLGBTQIA+ workplace inclusion. The core offerings include E-Learning modules, Consulting Services (with scalable advisory services for trans inclusion, policy review, and employee listening), the Workplace Audit benchmarking tool, and leadership development programs (FLOURISH for ERG leaders, THRIVE for queer/trans managers). Additional programs include CHANGEMAKERS recognition campaign, SPARK interactive events, Ambassador Program, Matrices networking, Rendez-Vous women's networking, Job Board, Training Sessions, Webinar Content Library, and The Uncovering Belonging Podcast. The organization functions as a platform providing employer membership (Proud Partners at $5,500 CAD annually) with access to these integrated services, training resources, and a network of over 250 employer members.

Differentiator

Problem solved

Functional benefit

Products and services

• E-Learning Modules
• Consulting Services
• Workplace Audit
• FLOURISH
• THRIVE
• SPARK
• Ambassador Program
• Matrices
• Rendez-Vous
• Job Board
• Training Sessions
• Webinar Content Library
• The Uncovering Belonging Podcast
• Reports, Guides & Toolkits
• Proud Partner Annual Membership

Quantifiable outcome

• Over 250 Proud Partner employers with collective employment of over one million Canadians
• +3 more outcomes

Named customers38 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

34 partnerships are on record, tiered core and minor.

• Electricity Human Resources Canada (EHRC)coreStrategic or Co-development Partner · 5 March 2025Pride at Work Canada partnered with EHRC to champion 2SLGBTQIA+ inclusion across the electricity sector, as announced in March 2025.
• Accenture CanadacoreStrategic or Co-development PartnerAccenture Canada is a Proud Partner employer member of Pride at Work Canada, participating in the network of employers promoting best practices in 2SLGBTQIA+ inclusion.
• Air CanadacoreStrategic or Co-development PartnerAir Canada is a Proud Partner employer member, participating in the network of employers promoting best practices in 2SLGBTQIA+ inclusion.
• TD Bank GroupcoreStrategic or Co-development PartnerTD Bank is a Proud Partner with Managing Director Daniel Retzlaff serving on Pride at Work Canada's board. Martine Roy serves as Regional Director for 2SLGBTQ+ Business Development at TD.
• RBCcoreStrategic or Co-development PartnerRBC is a Proud Partner employer. Senior Director Caroline Tutakiewicz has been recognized in the CHANGEMAKERS campaign for her work leading the RBC Pride ERG.
• BMO Financial GroupcoreStrategic or Co-development PartnerBMO Financial Group is a Proud Partner employer member of Pride at Work Canada.
• CIBCcoreStrategic or Co-development PartnerCIBC is a Proud Partner employer member of Pride at Work Canada.
• ScotiabankcoreStrategic or Co-development PartnerScotiabank is a Proud Partner employer member of Pride at Work Canada.
• ManulifecoreStrategic or Co-development PartnerManulife is a Proud Partner employer member of Pride at Work Canada.
• KPMGcoreStrategic or Co-development PartnerKPMG is a Proud Partner employer member of Pride at Work Canada.
• DeloittecoreStrategic or Co-development PartnerDeloitte is a Proud Partner employer member of Pride at Work Canada.
• Bell CanadacoreStrategic or Co-development PartnerBell Canada is a Proud Partner employer member of Pride at Work Canada.
• RogerscoreStrategic or Co-development PartnerRogers is a Proud Partner employer member of Pride at Work Canada.
• IBMcoreStrategic or Co-development PartnerIBM is a Proud Partner employer member of Pride at Work Canada.
• EnbridgecoreStrategic or Co-development PartnerEnbridge is a Proud Partner employer member of Pride at Work Canada.
• SuncorcoreStrategic or Co-development PartnerSuncor is a Proud Partner employer member of Pride at Work Canada.
• TC EnergycoreStrategic or Co-development PartnerTC Energy is a Proud Partner employer member of Pride at Work Canada.
• Sun Life FinancialcoreStrategic or Co-development PartnerSun Life Financial is a Proud Partner employer member of Pride at Work Canada.
• Intact Financial CorporationcoreStrategic or Co-development PartnerIntact Financial Corporation is a Proud Partner employer member of Pride at Work Canada.
• Canada LifecoreStrategic or Co-development PartnerCanada Life is a Proud Partner and has partnered with Pride at Work Canada through the Canada Life Capacity Building Program (2025).
• Maple Leaf FoodscoreStrategic or Co-development PartnerMaple Leaf Foods is a Proud Partner. Senior DEI Specialist Marcos A. Persaud has been recognized in the CHANGEMAKERS campaign for his ERG leadership work.
• Walmart CanadacoreStrategic or Co-development PartnerWalmart Canada is a Proud Partner employer member of Pride at Work Canada.
• Canadian TirecoreStrategic or Co-development PartnerCanadian Tire is a Proud Partner employer member of Pride at Work Canada.
• The 519coreStrategic or Co-development PartnerThe 519 is a Community Partner and featured in the CHANGEMAKERS campaign through Director Lisa Duplessis. The 519 is a key 2SLGBTQIA+ community organization in Toronto.
• Egale CanadacoreStrategic or Co-development PartnerEgale Canada is a Community Partner organization and featured in the CHANGEMAKERS campaign through Kyle Weitz, EDI Specialist.
• Community-Based Research Centre (CBRC)coreStrategic or Co-development PartnerCBRC is a Community Partner national organization working on 2SLGBTQIA+ health and research.
• The ArQuives – Canada's LGBTQ2+ ArchivescoreStrategic or Co-development PartnerThe ArQuives is a Community Partner national organization, serving as Canada's LGBTQ2+ Archives.
• Fierté Canada Pride (FCP)coreStrategic or Co-development PartnerFierté Canada Pride is a Community Partner national organization.
• Start ProudcoreStrategic or Co-development PartnerStart Proud is a Community Partner that connects 2SLGBTQIA+ students with employers and promotes development of 2SLGBTQIA+ professionals.
• Friends of RubycoreStrategic or Co-development PartnerFriends of Ruby is a Community Partner, serving 2SLGBTQIA+ youth in Canada.
• Rainbow RailroadcoreStrategic or Co-development PartnerRainbow Railroad is a Community Partner (International) and an organization that helps LGBTQ+ people escape persecution.
• IN MagazineminorGTM or Marketing PartnerIN Magazine is listed as a media partner for Pride at Work Canada.
• Q Biz MagazineminorGTM or Marketing PartnerQ Biz Magazine is listed as a media partner for Pride at Work Canada.
• Loblaw CompaniesminorStrategic or Co-development PartnerLoblaw Companies is listed as the Lead Supporter of the FLOURISH program.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Regional players

• The 519: Toronto-based City of Toronto agency serving 2SLGBTQIA+ communities, offering programming, resources, and community space. Currently a Community Partner of Pride at Work Canada; complement rather than direct competitor, focused on community services rather than employer inclusion.
• Egale Canada: Canada's leading LGBTQ+ human rights charity, focused on policy advocacy, litigation, and research rather than direct employer services. Overlaps with Pride at Work Canada through Community Partnership and shared advocacy agenda, but a complement rather than direct competitor.
• Canadian Gay & Lesbian Chamber of Commerce (CGLCC): Canadian LGBTQ+ business chamber certifying LGBT-owned enterprises and connecting them with corporate suppliers. Adjacent focus on supplier diversity rather than direct workplace inclusion, but serves overlapping corporate members in Canada.

Emerging players

• DiversityInc: US-based DEI benchmarking and media organization producing the Top 50 Companies for Diversity list. Comparable benchmarking function to Pride at Work Canada's Workplace Audit, but broader DEI scope and US-focused.
• Catalyst: Global non-profit advancing workplace inclusion for women and underrepresented groups, with consulting, research, and employer memberships. Broader DEI scope than Pride at Work Canada but overlapping employer membership model and benchmarking methodology.
• QueerTech: Canadian non-profit advancing LGBTQ+ inclusion in the technology sector through mentorship, events, and employer engagement. Vertical-specific scope (tech only) that intersects with Pride at Work Canada's broader cross-industry mandate.
• Start Proud: Canadian non-profit connecting 2SLGBTQIA+ students with employers and supporting 2SLGBTQIA+ professional development. Currently a Community Partner of Pride at Work Canada; overlaps in early-career talent programming but smaller scale and student-focused.

Broad incumbents

• Human Rights Campaign Foundation: US LGBTQ+ civil rights organization operating the Corporate Equality Index — the dominant US benchmarking tool for LGBTQ+ workplace inclusion. Comparable function to Pride at Work Canada's Workplace Audit, but at vastly larger scale and US-focused.

Direct peers

• Stonewall (UK): UK LGBTQ+ rights charity operating the Diversity Champions program — a workplace membership scheme for employers — alongside training, consultancy, and benchmarking. Structurally and functionally analogous to Pride at Work Canada's Proud Partner model, just in the UK market.
• Out & Equal Workplace Advocates: US-based non-profit dedicated to LGBTQ+ workplace equality, running employer summits, leadership programs, and benchmarking tools. Most direct international counterpart to Pride at Work Canada, with similar membership-based employer engagement and programmatic offerings.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/prideatworkcan
• Facebookfacebook.com/prideatwork
• LinkedInlinkedin.com/company/pride-at-work-canada

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pride at Work Canada