The statistics for women in tech have remained stagnant for years. Attend a typical tech event in most cities, and it’s likely the room will have very few women. However, there’s a company that’s shifting this narrative.
Toronto-based Toast, with strong Calgary roots, is a women-led platform aiming to diversify tech teams and is making waves in the tech industry. Born out of a personal struggle to hire women for technical roles, Toast was founded by Marissa McNeelands and April Hicke to challenge the barriers women face in tech. The mission is to empower women in tech while providing companies with a seamless platform to hire.
“Our inspiration came from our own experiences,” said McNeelands. “I faced firsthand the systemic challenges women encounter in tech. Toast was built to make it easier for companies to hire women and create inclusive technical teams.”
Since its inception, Toast has gained impressive traction, boasting 2400% growth from its first to second year. The platform’s talent pool now includes over 10,000 women, and partnerships with 125 companies have furthered its impact. “We’re not just building a platform—we’re leading a movement,” McNeelands shared.
With the rise of younger, values-driven talent, companies face pressure to redefine their employer brands. Hicke emphasized that authenticity and inclusivity are now non-negotiables.
“This generation calls it out. They want real diversity, flexible work environments, and action—empty promises won’t cut it.”
According to Hicke, the key is transparency. Companies that succeed will be those who genuinely live their values and offer environments where people feel valued beyond profits.
Toast is also focused on helping women break into the industry. Hicke advises women to lean into their strengths: “Reflect on what makes you unique—your value proposition—and build your brand around it.” She adds that forging friendships is often more impactful than networking: “Friendships will get you farther than networks.”
One of the most significant achievements of Toast has been its ability to build a thriving community. Women on the platform gain access to mentorship, career coaching, and a network that champions their growth. Hicke reflected,
“We’re seeing women negotiate better pay, secure leadership roles, and form lasting connections. The impact of our community is clear—women are finding their voices and breaking the isolation often felt in tech.”
Toast’s recent summit, which gathered over 500 women and allies, fostered new collaborations and sparked a wave of support across the industry. “We’re shifting the tech bro culture and making workplaces safer and more inclusive for women.”
Despite its successes, Toast is aware of the larger trends within the industry. A troubling one: the widening gender pay gap. According to research from the Dais Institute, the gap within Canada’s tech industry has nearly tripled since 2016, with men now earning $20,000 more annually than women in tech. McNeelands sees this as a symptom of deeper systemic issues. “We cannot change a system unless we are in the system,” she said, underscoring the need for more women in leadership roles to address these disparities.
Toast’s future is bright as it scales its operations, expands into the U.S., and works with startups in San Francisco and major enterprises to diversify their tech teams. “We’re laser-focused on growing, especially in emerging markets like Chicago, New York City, and Seattle,” McNeelands noted. Toast also continues its presence in Canadian cities, with newer chapters in Montreal, Edmonton, Saskatoon, and Winnipeg.
In 2025, Toast will launch a podcast, with plans for a major summit in Toronto. McNeelands concluded, “We’re just getting started. The future is about expanding our reach and deepening our impact.”
As Toast continues to grow, the platform stands at the forefront of a movement that not only empowers women in tech but reshapes the industry from within.
