About EqualiShop
How real conversations with real employees led us to build something different.
It Started With Cashblack
Before EqualiShop existed, our team was running in-person activations through Cashblack, our sister platform that supports Black-owned businesses. Throughout 2024 and 2025 we partnered with some of the UK's biggest organisations to bring these activations directly into their workplaces.
We set up at Netflix, Amazon, the FCA, Wise, Deloitte, the Financial Times, M&C Saatchi, Block and Mishcon de Reya. Employees got to discover Black-owned brands, meet founders and shop in person. The response was overwhelming.
Three Things Kept Coming Up
As much as the activations were a success, we kept hitting the same walls.
Logistics Got in the Way
Some organisations wanted to work with us but couldn't accommodate in-person activations. Office layouts, hybrid working and scheduling made it difficult to get everyone in one room.
One Month Wasn't Enough
Several partners told us they didn't want this to be a Black History Month thing. They wanted to support diverse businesses all year round, not just in October.
Employees Wanted More
Time and time again, people told us they wanted a platform like Cashblack built into their employee rewards. And they didn't just want to support Black-owned businesses. They wanted to support women-owned, LGBTQ+, sustainable and other underrepresented founders too.
What We Heard From Employees and Graduates
We ran surveys at the UK Black Business Show and similar events to test whether this was a real need or just a nice idea. The results were clear.
This wasn't just people being polite. They were specific about what they wanted. They wanted to know the brands on the platform shared their values. They wanted it to feel different from the generic discount platforms their employers already offered.
The Bigger Picture
What we were hearing lined up with everything happening in the wider market.
of employees say they wouldn't even consider a workplace that doesn't share their values
Glassdoorof Gen Z have turned down work or employers that don't align with their personal ethics
Deloitte Global Survey 2024the size of the UK ethical consumer market in 2023, more than tripling since 2010
Ethical Consumer Markets Reportmore likely to achieve above-average profitability for companies in the top quartile for ethnic and cultural diversity
McKinsey, Diversity Winsreturned to the local economy for every £1 spent with a diverse supplier
MSDUKof employees believe companies must positively impact society, not just make money
Porter Novelli 2023
So We Built EqualiShop
EqualiShop is the answer to everything we heard. It takes what worked about Cashblack's in-person activations and puts it into a digital, always-on employee rewards platform that organisations can roll out to their entire workforce.
Employees get exclusive discount codes from over 120 values-led brands. They can browse by value (Black-owned, women-owned, LGBTQ+, eco-friendly, vegan, disability-led, sustainable and cruelty-free) or by category. Every click and code redemption is tracked.
Employers get a dashboard with real engagement data and impact reporting. They can see which values resonate with their workforce, where spend is going and use that data to report to their board on CSR and DEI outcomes.
It works alongside whatever rewards platform an organisation already has. It's not a replacement. It's the missing piece.
Want to Bring EqualiShop to Your Organisation?
We'd love to show you how it works. Book a demo and we'll walk you through the employee experience, the employer dashboard and how it fits into your existing rewards setup.