Los Angeles-based startup BiasSync has launched a tool to assess unconscious bias in large corporations and government agencies. According to the startup founders, the tool provides organisations and their leaders with aggregated, actionable data and professional development content to help lessen the negative impact of unconscious bias in the workplace.
BiasSync was founded by former Emmy-winning broadcast journalist and serial entrepreneur, Michele Ruiz along with former Tinder VP of Technology Dan Gould, and serial tech entrepreneur Robin Richards. The three founders, who come from different entrepreneurial backgrounds, recognised that there was no effective data-driven bias solution that was designed to scale for companies of any size in the marketplace, and decided to fix that.
UNCOVERING BIAS SCIENTIFICALLY
“The demand to understand and address unconscious bias has never been more important to companies, government agencies and organisations that strive for continuous improvement in the workplace,” stated Ruiz, also CEO of BiasSync. “What we’ve done is looked at decision making and practices in the workplace as they pertain to diversity and inclusion objectives and realised that in most cases there is a hugely important element missing, and that is understanding underlying unconscious bias. Most people don’t even realise it’s a factor, because they think intellectually they are making the right decisions, but unconsciously, they are being influenced by factors and forces that are not talked about, often ignored, and considerably misunderstood.”
BiasSync was founded to create scientifically-validated methodologies to understand unconscious bias relevant to the work environment. “No matter what decision makers and company leaders are doing to address diversity and inclusion as well as fairness and equality, without the kind of science-based solution like BiasSync, the work is incomplete and as studies show, very often ineffective,” added Ruiz. “We set out to create something that solves the lack of data and metrics in most diversity and inclusion trainings, as well as the challenge to roll out bias focused professional development content to entire workforces that educates people in a compelling, positive and interactive way.”
CREATING FAIRER WORKPLACES
According to the founders, organisations that take data-based action to create a more fair and respectful workplace are more profitable. “We have developed a proprietary tool – built from multiple scientific methodologies – that assesses every individual in an organisation,” commented Gould, who also serves as President and CTO of BiasSync. “The data provided gives leaders the information they need to develop an effective roadmap toward a more cohesive and effective organisation. This includes employees who are more productive, effective and who collaborate better to solve challenges. These kinds of companies achieve higher employee retention and lower levels of burnout. And they face fewer reputational and legal risks.”
Adding to his comments, Richards, who also serves as a strategic advisor to the company, added: “We also know that most HR and compliance training is boring, outdated and consequently ineffective. With BiasSync, companies now have a real opportunity to improve the culture of their workplace in a meaningful way. Unconscious bias is the underlying factor in many problematic cultures – and we are committed to help companies understand, assess, and measure to successfully achieve their diversity and inclusion objectives.”
IMPROVING D&I GOALS
According to all three founders, their tool allows leaders to better reach diversity and inclusion goals, generate greater innovation, improve their bottom line and make their companies more competitive. Leaders can use also use the information provided to implement meaningful changes and make measurable improvements that can be tracked over time.
The initial product roll-out includes assessments for race and gender, and the company is developing additional assessments relevant to the workplace, which will be released next year.
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