While most of Pricefx’s products live in the virtual cloud, our greatest strength is grounded in our amazing colleagues. We’re well aware it might sound like a job advert cliché, but putting people first isn’t just talk here – it’s a crucial part of how we operate every day.

Living two of our favorite “F-words” – fair and friendly – also means committing fully to Diversity and Inclusion (D&I). We’re not interested in empty PR phrases or one-off events. Instead, we take concrete steps to embed D&I in our culture. For example, we signed the Pride Business Forum memorandum to help ensure an open, safe, and inclusive workplace where everyone can be themselves. We’ve also implemented a  zero gender pay gap policy  and made D&I training a consistent part of our onboarding.

But instead of listing initiatives, we’d rather show you what D&I really looks like in everyday life at Pricefx.

So we spoke with Joe Joy – our awesome Chief of Staff to the CEO and a proud LGBTQ+ supporter – about his journey at Pricefx and how he experiences D&I in his daily work.

Can you share a bit about your journey at Pricefx so far?

I’ve been at Pricefx for 3.5 years, currently serving as Chief of Staff to the CEO. I joined from Microsoft because I wanted to immerse myself in the full business — to understand how a company operates end to end. In a smaller, more agile environment, I’ve had the chance to work across every functional area, which has made me a more thoughtful operator and leader.

When I first joined, what stood out was how friendly, curious, and supportive everyone was. As the company has evolved — moving from startup to scale-up — the culture has naturally shifted too. That’s expected, and healthy. Growth brings change, and while that can feel uncomfortable at times, it’s a natural and necessary part of evolving.

Our roots got us here — but just like in life, we can’t stay still, we must continue to build on them. Culture is dynamic. It changes, stretches, and adapts. There’s always room for improvement, and that’s okay. As long as we’re honest about what’s working and what isn’t, and committed to growing together, we can continue building a place people truly want to be.

What initially drew you to work here, and what’s kept you here?

As cliché as it might sound, it was my boss — Ronak, our CEO — who initially drew me to Pricefx. It’s rare to find someone you genuinely respect and enjoy working with. Yes, there are tough days — the stakes are high — but even after the most stressful moments, we always find a way to laugh about it. That kind of camaraderie matters.

What’s kept me here is that spirit. You can’t take yourself too seriously all the time. We hold each other accountable, but we also give each other grace — especially on the days when we’re not at our best or our own toughest critics. That’s a reflection of strong leadership and a healthy culture.

And let’s be honest: what we’re doing is hard. Building a company with the potential to reach unicorn status — that elusive milestone so many in tech chase — is no small feat. But tackling those challenges alongside smart, kind, and genuinely fun people? That’s what makes the journey worth it.

One of Pricefx's big goals and “F-words” is to be fair and friendly. Do you see these goals lived in everyday life here?

One of the most powerful moments that affirmed Pricefx’s commitment to being fair and friendly happened earlier this year during our leadership onsite in Prague. I’m fortunate to sit on the company’s leadership team, which means I get to be part of the conversations that shape our strategy and direction.

In January 2025, DE&I (Diversity, Equity & Inclusion) was a topic we felt we needed to revisit. Around that time, many companies — even major global brands — were reevaluating or even canceling their DE&I programs altogether. The reasons varied: public pressure, shifting political sentiment, budget cuts, or in some cases, a perception that the work wasn't delivering ROI.

But what happened in that room surprised me in the best way. We didn’t need to debate it. There was no convincing required. Every single leader around the table spoke up with conviction: DE&I is core to who we are, and we want to keep investing in it. Not performatively — but because we truly believe in building a company where fairness, inclusion, and belonging aren’t just values we say, but values we live.

That moment mattered. Because values aren’t values until they’re tested.

“In a moment when it would’ve been easy to quietly step back, we chose to step up.

That’s what fairness and friendliness look like in real life - and it’s part of what makes me proud to be here”

How would you describe the company culture in terms of inclusivity?

Of course, I believe Pricefx has an inclusive culture — but more importantly, I believe we’re always working to make it better. As a leader, I don’t get to be part of every hallway conversation or team sync. So I rely on the voices around me — especially my team — to help me understand what people are feeling and how we as leaders are showing up. One of the things they constantly remind me is: inclusivity isn’t just about who’s at the table — it’s about how we show up, what we communicate, and whether we’re being clear, honest, and thoughtful in the messages we send.

That’s where I try to focus my energy: Are we telling the full story of what’s happening in the business? Are people getting just the headlines, or the full context? Do they feel like they can speak up and challenge decisions — and actually be heard?

Inclusivity isn’t a destination. It’s a loop — of listening, adjusting, and showing up better the next time. And while we’ll never be perfect, I hope the people across the company feel that we’re trying. That we care. That their voice matters — because it truly does.

Do you feel a sense of belonging here, and what contributes to that feeling?

I do feel a sense of belonging at Pricefx. As a proud, openly gay man, I’ve faced my share of challenges — personally and professionally — like so many others in the LGBTQ+ community. But since joining this company, there hasn’t been a single day where I felt like I needed to hide or shrink any part of who I am.

I’ve always felt I could show up fully, authentically, and unapologetically — without shame, without judgment (well, maybe just from the other gays — but that’s how we show love).

And it’s not just about my experience — I see it in others, too.

"Whether you’re LGBTQ+, straight, quiet, loud, quirky, or somewhere in between, people at Pricefx feel free to be themselves"

That belief isn’t just cultural — it’s something we’ve chosen to stand behind publicly. Pricefx proudly signed the Pride Business Forum Memorandum, a commitment to building and promoting an inclusive workplace. It reflects the values we live every day and the kind of company we’re working to grow together.

What’s your favorite “togetherness moment” you’ve experienced at work so far?

I’ll admit — my favorite moment of togetherness at work does involve alcohol (after hours, of course), but sometimes, a little fun is exactly what a team needs.

After a few intense days of leadership meetings — filled with tough conversations, differing opinions, and a whole lot of brainpower — we wrapped things up with an evening event we called Wine Wars. For those unfamiliar: everyone brings two bottles of the same varietal of wine, all at a specified price point. One bottle gets set aside, and the others are blind-tasted by the group. Everyone ranks their favorites, and the person whose wine wins takes home the unopened bottles as the prize.

By the end of the night, there wasn’t a dry eye in the room — not from emotion, but from laughter. Most of it came from us just roasting each other in good fun, breaking down the last bits of tension and exhaustion from the week. After spending days deep in strategic debate, it was the release we didn’t know we needed.

But more than the wine or the jokes, it was the moments in between that stuck with me — the one-off conversations, the walks back to the hotel, the feeling of, 'Yeah, we might challenge each other hard during the day, but we’re in this together.'

Those are the moments that create a real sense of belonging — the ones that remind you this isn’t just work, it’s a team, and a shared purpose.

What LGBTQ+ ideas are you most fond of?

I love the celebration of Pride — and I’m definitely not here to rain on anyone’s parade (pun very much intended). Pride parades are joyful, powerful expressions of identity, visibility, and community. They matter.

That said, what I value most about the LGBTQ+ movement — and what I think we sometimes lose sight of — is its rootedness in activism. Pride started as a protest. And while we’ve made a lot of progress, there’s still so much work to be done — especially globally.

Every year, I see large corporations spend hundreds of thousands of dollars on Pride campaigns. That visibility is important. But I also can’t help but notice when those same companies continue to operate — and profit — in countries where being LGBTQ+ is illegal, even punishable by death. That contradiction is hard to ignore.

What I’d love to see is this: take some of those funds and use them to protect and empower LGBTQ+ employees in those regions. Invest in advocacy. Speak out. Stop selling products in countries that actively deny people their basic human rights.

Being an ally — especially at a global level — has to mean more than rainbow logos and parade floats. It has to mean standing up, even when it’s inconvenient or costly. Because at the core of Pride is the fight for human rights, for everyone.Do you take part in some LGBTQ+ events or other activities?

Do you take part in some LGBTQ+ events or other activities?

Yes, I do — though probably not always in the ways people expect. I’ve attended my fair share of Pride events over the years, and I love them for what they are: joyful, affirming, and visible celebrations of our community. That visibility still matters.

But as I’ve grown older — and maybe a bit more reflective — I’ve found myself drawn more to the advocacy side of things. I care deeply about the why behind Pride. So, the LGBTQ+ activities I try to support today are often focused on impact — like donating to organizations that fight for equality in countries where being gay is still criminalized or supporting platforms that elevate underrepresented LGBTQ+ voices.

To me, participating in the LGBTQ+ community isn’t just about being seen — it’s about helping others be safe, be heard, and have a future. That’s the kind of pride I try to carry with me every day, whether I’m marching in a parade or speaking up in a boardroom.

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