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Equality Rewards helps inclusive brands build authentic relationships with the $1 trillion LGBTQ market through data analytics.

Introduce yourself.
I’m Justin Ayars, the Founder & CEO of Equality Rewards.

What does a typical day look like for you?
I’m a recovering lawyer turned entrepreneur. I just completed Lighthouse Labs and am ready for the next phase of our venture.

My partner, Jesse LaVancher, and I have worked together for over 11 years on various projects, from LGBTQ businesses, LGBTQ chambers of commerce and even LGBTQ wedding shows. We understand the power of the $1 trillion market and how to tap into it. Our network extends across the globe and is ready to be activated once we launch our MVP.

We recently brought on Jen Finn as our COO. She’s helping with a lot of our operational and marketing work as we beta test our prototype in small batches using agile and lean methodologies.

Outside of work (if there is such a thing), I spend time with my pets, traveling, being involved with our community at various levels (arts, business, government, leadership, education), meeting new people, working out (when possible) and endeavoring to unravel the mystery of relaxation.

I believe several key things. The most worthwhile fantasy one can play out in their mind is imagining what they’d do if they’d won the lottery. Thomas Jefferson provided insight into government and the human condition. Gene Roddenberry (the creator of Star Trek) provided insight into humanity, equality, and opportunity. We provide insights into the unknown through our thoughts, words, and deeds. That’s what makes us dreamers, believers and entrepreneurs.

What inspired you to start your company?
Brands aren’t authentically or effectively engaging the $1 trillion LGBTQ market. Consumers don’t know how to discover truly inclusive brands. This two-sided problem exists because there’s a lack of LGBTQ consumer behavioral data. When brands know what LGBTQ consumers are looking for, where they’re getting it and how much of it they’re consuming, they’re well-positioned to create the next great thing. Moreover, they’ll better understand America’s most lucrative niche market and, therefore, be able to better communicate and connect with it. When that happens, consumers can more easily identify inclusive brands that comport with their personal values and shop with confidence. With the new insights into LGBTQ consumer behavioral data both consumers and brands win. And so does our company.

What are your favorite things to do?
Dream.

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