Loopio’s Diversity, Equity, Inclusion and Belonging Annual Report (2022)

At Loopio, our goal is to build a company where every team member feels like they belong. We are committed to building diverse teams, designing equitable systems, and fostering a culture of inclusion.

A diverse group of people are interacting with each other and discussing Loopio's 2023 DEIB report

Our Commitment to Diversity, Equity, Inclusion, and Belonging (DEIB)

A Message from Our CEO

  • Zak Hemraj, CEO of Loopio

    Zak Hemraj

    Chief Executive Officer and Co-Founder

I have always believed that one of my primary responsibilities as a CEO is to build a safe and inclusive company culture, where people can thrive, and feel like they belong. It’s not only the right thing to do, but it’s a necessity for innovation and business performance.

I was born in Canada, but my parents are South-Asian and East-African immigrants. Growing up, I found myself in the “middle” of cultural and generational differences in many aspects of my life. I was constantly searching for my own sense of belonging, which led to both challenging and energizing experiences. I didn’t know it back then, but in hindsight, my upbringing heavily influenced how I lead today. It taught me that curiosity and compassion need to be at the forefront of every interaction; that progress is made by soliciting different perspectives for more creative, innovative, and successful outcomes.

Fast forward to 2014. When I started Loopio with my co-founders, we worked hard to build a culture we could be proud of, but our efforts around Diversity, Equity, Inclusion, and Belonging (DEIB) were mostly reactive. By 2020, it became apparent to me that we had lost our way, and we were not as diverse and inclusive as we wanted to be—and as we needed to be. That year, we made our first formal business commitment to DEIB, which I am proud to say has proven to be an important part of our company’s growth and success over the past three years.

But we still have so much more work to do!

This past year, as we reflected on the work we’ve done to date and envisioned the company we want to become, a few things have become clear:

  • There is no magic formula or “playbook” for DEIB. Real change takes time, requires a commitment to continual listening, learning and adapting.
  • However, just like anything in business, DEIB does require a strategy - with a clear vision, ambitious long-term goals, and focused short-term initiatives.
  • Finally, holistic leadership engagement, buy-in, and accountability is key for success.

In order to create meaningful and sustainable change, our commitment to DEIB has to be intentional and transparent. It needs to be built into our business strategy so that it is part of everything we do as a company. And most importantly, as a leadership team, we need to set the tone from the top, take responsibility, and hold ourselves fully accountable for the outcomes.

"One of the ways we are holding ourselves accountable is to be transparent in sharing our progress against our commitments and our goals."
Zak Hemraj, CEO of Loopio

I am humbled and proud to share this year’s Loopio DEIB Annual Report where we share what we’ve learned, as well as our three-year DEIB Strategy as we look ahead. I believe our Strategy is aspirational, yet I know it is achievable. It will take real commitment, investment, and accountability; and it will be a key driver in our business success.

We have lots more work ahead of us to achieve our aspirations. Sometimes, we may fall short of making the progress we need to make. But, we are committed to continue learning, growing, and improving.

A Message from Our SVP, People

  • Alexis MacDonald, VP of People at Loopio

    Alexis MacDonald

    SVP, People

At Loopio, we recognize we have a responsibility to foster a work environment where the diversity of our team reflects the communities where we live and work. And, we know that our work on inclusion and diversity—as individuals, in our workplace, and in the technology community at large—is never done.

In 2020, we introduced our first DEIB employee survey to better understand our workplace demographics, learn what it felt like to work at Loopio for team members of all backgrounds, and track how it changed each year.

We’ve continued to run that survey every fall since 2020, and have continued to listen and learn in both formal and informal settings so our team can continue to share their nuanced perspectives on their work experience.

"Building an inclusive culture doesn't just happen by accident - we all have a role to play."
Alexis MacDonald, VP of People at Loopio

Listening to employees—or as we call ourselves, “Loopers”—has been vital in helping us learn about where we have strengths, and where we can do better.

Last year, for the first time, we shared these key learnings from our 2020 and 2021 DEIB surveys to be transparent and hold ourselves accountable.

This year, in addition to sharing our 2022 DEIB survey results, we’re also introducing our recently launched three-year DEIB Strategy. Building an inclusive culture doesn’t just happen by accident–we all have a role to play in building an even stronger culture of belonging at Loopio and ensuring that our commitment to DEIB is embedded across our business. This is why our path forward to building an inclusive culture is shaped by our team members’ feedback and is grounded in concrete actions and goals to guide and measure our progress.

At the heart of this strategy is our #OneTeam Commitment, which is our company commitment to our most important asset—our team. I want to thank every Looper for continuing to be vulnerable in sharing their experiences, being transparent in their feedback, and challenging us to do better because it’s this feedback that helps us build a stronger, more equitable workforce.

We share this with you today so that all Loopio customers, candidates, partners, and friends know our commitment to our employees.

#OneTeam Commitment

We believe people are our superpower, and they fuel our ambitious vision.
Our commitment is to build & maintain a diverse team with a culture of equity and inclusion – where every Looper can feel safe, respected, and that they belong.

We want Loopio to be a place where a Looper joins, and regardless of what stage they are at in their career, they are given the opportunity to make an impact, answer thought-provoking questions, and grow more than they ever thought possible.

A real DEIB commitment needs to be built into everything we do—from the way we hire, to how we engage with and support our team, to how we make decisions, and ultimately, the way we do business. We have an opportunity to drive meaningful impact and change and I look forward to seeing what we can achieve, together.

A Note on the “B”: Belonging

As we’ve evolved our perspective and approach to diversity, equity and inclusion, we realized this past year that we were missing a fundamental piece of the puzzle— the “B” for belonging. Here’s why:

We define belonging as every individual feeling welcomed, valued, respected, and safe to show up as their full, authentic self.

Belonging matters because it is a key indicator of employee engagement. When employees truly feel they belong, they and the business have better and more successful outcomes. Another way we like to think about it is if inclusion is our intention (which it is!), then belonging is the impact or outcome. That impact, belonging, is what we need to track our progress and hold ourselves accountable.

Reflecting on 2022: Progress and Highlights

At Loopio, our goal is to build a world-class workplace—and we can’t accomplish that without an inclusive culture that creates space for everyone to grow, equally and fairly.

This was a statement we shared in our 2021 DEIB Annual Report, and it is a statement that continues to hold true for the way we think about and approach DEIB today.

Our annual DEIB survey has served as an important data gathering tool to understand Loopio’s demographic makeup and employee experiences. This, combined with soliciting continuous feedback, ongoing education on DEIB-related topics, and engaging experts to support and advance our DEIB work, have helped inform the actionable steps we need to take to drive meaningful change through our DEIB efforts.

It’s important that we continue to measure and share our progress and key learnings with both our employees and external stakeholders to ensure that we:

  1. We want to share the full picture of our workplace demographics and DEIB efforts, so everyone knows what we’ve learned, where we’ve made progress, and where we still need to grow.
  2. We need to remain accountable to Loopers, our customers, and our community of Canadian technology employers. We want you to know what our commitments and intentions are and the actions we’re taking to live up to them every day.

DEIB Survey Methodology

Our first internal DEIB survey in December of 2020 provided us with a baseline for tracking our workplace demographics and measuring progress against it. Our third survey was completed in 2022, and these results are reflected below.

To help conduct our DEIB survey, we partnered with CultureAmp, an industry leader in transforming employee experiences through research-led initiatives. The survey is intentionally designed to track responses in an “unattributed” way where we can’t link data back to an employee’s HR profile, ensuring our employee’s privacy is protected.

Building Room for Ongoing Feedback

DEIB is an ongoing process, and not something that can only be solved by an annual DEIB survey. Along with our annual DEIB survey, we foster an environment that encourages open conversations, ongoing educational opportunities, and provides a safe space to hear and learn from our team throughout the year.

  • Listening Labs: Voluntary, small-group discussions are facilitated by our external DEIB consultant, and focus on providing a safe space for candid dialogue about our culture, employee experience, and DEIB-related topics.
  • Annual Employee Engagement Survey: Helps us better understand how Loopers are feeling and what they are experiencing at Loopio to understand where improvements can be made.
  • Pulse Surveys: Brief, monthly surveys that provide real-time input on a variety of topics between the two more in-depth annual surveys.
  • Ask Me Anything (AMA) sessions with Senior Leadership: Employees have the opportunity to ask questions and hear from our SLT about business and people strategies, challenges, and decisions.

Our 2022 DEIB Commitments

After our 2021 DEIB survey, we identified a few key growth areas for 2022, including: 1) increase representation among our leaders, 2) learn more from our Employee Resource Groups (ERGs), and 3) continue to build our community partnerships. Now, a year later, we reflect on those commitments and how we’ve progressed against them.

Focus 1: Increase Representation Among Our Leaders

Diversity can’t only happen at the Individual Contributor level—or else we aren’t building a truly equitable workforce. We wanted to equip our people leaders with the tools and training needed to increase their ownership over DEI among their teams.

  • Structured Training: We engaged with Lifelabs Learning to roll-out Behaviors of Inclusion training for all Loopers and Inclusive Interview training for hiring managers and others directly involved in the interview and hiring processes. We embedded the learnings from these courses into our ongoing manager resources so that new managers have access to the same content and learnings.
  • Hiring: We increased our People team so we could prioritize a robust recruiting and hiring strategy, focused on building more diverse pipelines and providing a consistent, fair and equitable interviewing experience for all prospective employees.
  • Career Growth: We focused on increasing transparency for Loopers to understand our job levels framework, including more clarity on roles and internal job mobility.

Focus 2: Learn More From Our Employee Resource Groups (ERGs)

Loopio has four ERGs that any Looper can join, each led by a selected ERG Co-Chair. These ERGs allow Loopers to connect in a safe space, amplify underrepresented voices, and share educational resources with each other and the company.

Our ERGs represent Loopers who belong to, or are allies of, the following groups:

Loopio's ERGs: Rainbow Spectrum, Gradients, Breathing Space and Women's Network

We spent the year listening to and learning from our ERG members who have impactful and tangible ideas on how to improve Loopio as a workplace, and in 2022, we increased our investment and support of their efforts and role within the company.

  • Formalized ERG Budgets: We formalized an annual budget for each ERG to better support their plans and initiatives.
  • ERG-Focused Onboarding Session: We added a session to our onboarding program to educate new Loopers about our ERGs, the important role they play at Loopio, and to give them direct access to our ERG Co-Chairs from their first day at the company.
  • Leadership Training: All our ERG Co-Chairs in our management training, as an investment in their leadership development, both in their ERG roles, as well as their functional roles across the company.

Focus 3: Continue to Build Community Partnerships

We’ve learned so much from our community partners, and in 2022, we doubled down on these efforts and engaged with organizations that support traditionally underrepresented groups in technology.

  • Workshop with QueerTech: In addition to sponsoring hiring events, we hosted a workshop with QueerTech, connecting our employees to the community.
  • Company-Matched Fundraising: Our ERG Co-Chairs identified and selected charitable organizations to support through Looper participation, bolstered by the company matching monetary contributions.

2022 DEIB Survey Results & Key Learnings

In 2022, we learned a lot from Loopers through our various feedback forums. Some of our key learnings and highlights:

  • Diversity: Overall, we became a more diverse workplace, including a higher representation of women and Loopers who are Black, Indigenous, and People of Color (BIPOC) There was however a small drop in representation of our LGBTQ2S+ identifying community.
  • Equity: Equity was a hot topic on Looper's minds in 2022. Our team grew by 30% in 2022, and as such, we saw an increased interest in ensuring that our people systems, policies and processes would be equitable for all Loopers.
  • Inclusion: Overall, Loopers felt that we have an inclusive culture and work environment. However, this sentiment varied across our employee population, especially in some of our Equity Deserving Groups (EDGs).
  • Leadership: Loopers expressed significant feedback that our leadership needs to be more diverse, more engaged in our DEIB efforts, and more accountable for the outcomes.

Workplace Representation

The following is only a partial representation of the total data we garnered from the 2022 DEIB Survey. Beyond the data shared below, we also surveyed for additional data related to other demographic identities/groups/associations, such as disabilities and conditions, religious affiliation, family status, education and more.

Race and Ethnicity

As of 2022, almost half (49.6%) of our workforce identified as BIPOC or other, with just over 50% identifying as white.

Compared to 2021, this was a 10% increase in BIPOC representation, and an 18% increase compared to 2020. We attributed this to consciously expanding our recruiting efforts and diversifying our community partnerships and candidate pools.

Racial and Ethnic Identity 2022: BIPOC 48.9%, White 50.4%, Other 0.7%


In 2022, we saw strong representation of both men and women in the workplace, with just over half the workplace identifying as a woman or non-binary.

Gender 2022: 51% Women & Non-binary, 48% Men, 1% not specified.


*While we do have a small group of employees who identify as non-binary, this group did not meet the reporting minimum (for confidentiality protection). For the survey results, we grouped non-binary responses together with women.

In our 2022 survey, we took a deeper dive into gender distribution by job level and department where we found that each job level had at least 33% women represented. Many of our departments had strong representation of both men and women, with our People team having the highest representation of women (89%) while our Engineering team had the lowest representation of women (25%).

Sexual Orientation

In 2022, 12% of Loopers identified as part of the LGBTQ2S+ community, 87% identified as heterosexual, and 1% did not specify.

Compared to 2021, we saw a drop in LGBTQ2S+ employee representation (-5%).

A Note on Intersectionality

The data above represents separate facets of identity. We acknowledge that employees may identify with multiple groups and identities, and this intersectionality is not reflected in our survey or this report. Due to the survey structure and reporting minimum threshold, we are not able to fully report on the many intersecting identities in our workplace. Nor do we have enough information to understand how Loopers with intersecting identities are faring. We hope to be able to survey and report with a deeper understanding of intersectionality at Loopio in the future.

Leadership Representation

We know from industry research that there is a connection between EDG representation in people manager and leadership roles and the experiences of employees who identify with one or more EDGs. Therefore, in addition to understanding the demographics of Loopio overall, it is also important to understand the demographic makeup of our team of people managers and company leadership. We analyzed our DEIB survey results to better understand representation and related trends within our leadership teams. We also assessed if/how the diversity of our team of people managers and company leaders reflects the diversity of our overall Loopio population.

In 2022, more than half of people managers identified as women, with over one quarter of people managers identifying as BIPOC and 6% were LGBTQ2S+ managers.

Group 2020 People Manager Representation 2022 People Manager Representation 2020 - 2022 Change
Women 50% 55% +5%
BIPOC 14% 28% +14%
LGBTQ2S+ 7% 6% -1%

Over the last two years (2020-2022), we have seen increased representation of women in people manager positions by 5%, and of BIPOC people managers by 14%. LGBTQ2S+ representation in people manager roles fell slightly by 1%.

Where We’re Going: 2023 and Beyond

It’s an exciting time as we kick-off 2023 with the launch of our 3-year DEIB Strategy. This strategy is aspirational, yet achievable. Our DEIB strategy establishes our 1) DEIB pillars, 2) strategic objectives and measurable goals for each of those pillars, and 3) a tangible action plan with clear initiatives to move the needle toward achieving those goals. We believe a 3-year timeframe is long enough to demonstrate our commitment, as well as measure and track our progress in a meaningful way.

Our #OneTeamCommitment

At the heart of our DEIB strategy is our #OneTeam Commitment to all of our Loopers. We like to think of it as the “north star” that guides everything we do.

#OneTeam Commitment

We believe people are our superpower, and they fuel our ambitious vision.
Our commitment is to build & maintain a diverse team with a culture of equity and inclusion – where every Looper can feel safe, respected, and that they belong.

Our DEIB Strategy is not separate from our business strategy. Rather, it is an essential part of our business strategy, with the goal of being part of everything we do.

Our DEIB Strategic Pillars

Our DEIB strategic pillars are the backbone of our strategy. They act as a guide to ensure our strategy prioritizes diversity, equity, AND inclusion. Although not part of the DEIB acronym, the fourth strategic pillar, leadership, is equally as important. The leadership pillar is where we hold ourselves accountable as leaders, both at Loopio and within the industry.

4 pillars of Loopio's DEIB strategy: Diversity, Equity, Inclusion, Leadership
  • Diversity

    Objective: Ensure our population and leadership teams reflect the diverse communities in which we live and work.

    Goals: Our Diversity pillar focuses on increasing representation from Equity Deserving Groups (EDGs) – at the leadership and people manager levels, throughout our overall workforce, and specifically within our Engineering team.

    Our specific goals in the Diversity pillar are aligned with the Canadian government’s newly established 50-30 Challenge, which includes two guiding principles for senior leadership teams: achieve 50% gender parity and 30% EDG representation. We are proud to participate in this initiative, and will use the 50-30 Challenge as a guide for future hiring and promotions.

  • Equity

    Objective: Provide all employees fair and equitable opportunities for growth, development, compensation and leadership.

    Goals: We will strive to actively dismantle bias in hiring, compensation, and promotion decisions. We will be analyzing key People decisions (eg: hiring, promotion, transfers, performance, etc) through the lens of diversity to ensure that everyone has equitable access to opportunities at Loopio, regardless of their identities. We will be continuing to develop equitable supports for Loopers which includes resources such as: career frameworks for all roles, career growth plans, learning opportunities, and more.

  • Inclusion

    Objective: Evolve our work culture to ensure every individual can feel safe, valued, respected and that they belong, no matter where they work.

    Goals: We recognize that in order to truly be an inclusive organization, we need to create a safe workplace, where we not only accept, but value and celebrate the diversity of our team. One way we measure and track employee sentiment around inclusion is through our employee inclusion scores, a metric tracked through our CultureAmp DEIB Survey. Our goal is to maintain our strong inclusion scores, and we are committed to increasing our DEIB learning programs and opportunities, and will be encouraging and strongly supporting every Looper in their participation.

  • Leadership

    Objective: Become a leader in SaaS by setting exemplary DEIB standards and accountability at Loopio.

    Goals: Our commitment is to hold ourselves accountable as leaders, both within Loopio and externally across the industry. Our goal is for 100% of our leaders to take responsibility for DEIB, including their individual commitments for their teams, and to show demonstrated progress against those commitments.

In Closing

We’re committed to investing in diversity, equity, inclusion and belonging because it is the right thing to do and because it will be a key driver in our business success. We know that it is going to take every single one of us to make it happen, and we are confident that together as #OneTeam, we can and we will continue to build a world-class workplace where everyone has the opportunity to succeed.

If you have any questions about anything in this report, please contact work@loopio.com.

Are you interested in exploring career opportunities with Loopio? Check out the open roles on our team.