The Diversity Movement: Company Profile

Background

Overview

The Diversity Movement (TDM) is a technology-driven consulting firm specializing in diversity, equity, and inclusion (DEI) initiatives. Founded in 2019 and headquartered in Raleigh, North Carolina, TDM offers a comprehensive suite of services designed to help organizations cultivate inclusive cultures that drive business growth. Their mission is to empower leaders and teams to enhance productivity, collaboration, and innovation through DEI-focused strategies. By leveraging data-informed insights, award-winning content, technology, and DEI expertise, TDM aims to deliver better business outcomes via high-performing, resilient teams.

Mission and Vision

TDM's mission is to assist organizations in building inclusive cultures that lead to enhanced well-being, belonging, and trust among employees. Their vision is to create workplaces where diversity and inclusion are integral to business success, fostering environments where all individuals can thrive.

Primary Area of Focus

TDM focuses on providing DEI solutions that are scalable and impactful, enabling organizations to integrate diversity and inclusion into their core business strategies. Their services are tailored to meet the unique needs of each client, ensuring that DEI initiatives align with organizational goals and deliver measurable results.

Industry Significance

Operating within the DEI consulting industry, TDM has established itself as a significant player by offering innovative, technology-enabled solutions that address the evolving needs of modern workplaces. Their approach combines education, coaching, technology, and analytics to drive culture change, positioning them as a valuable partner for organizations seeking to enhance their DEI efforts.

Key Strategic Focus

Core Objectives

TDM's strategic focus centers on helping organizations operationalize DEI as a business growth strategy. They aim to create inclusive cultures that lead to improved employee engagement, productivity, and overall business performance.

Specific Areas of Specialization

TDM specializes in delivering end-to-end DEI education and tools, including leadership assessments, coaching, online courses, and analytics. Their offerings are designed to be scalable, allowing organizations to implement DEI initiatives across all levels, from front-line employees to executive leadership.

Key Technologies Utilized

TDM employs a range of technologies to support their DEI initiatives, including:

MicroVideos: A library of over 650 award-winning micro-learning videos that provide concise, impactful DEI training.

DEI Navigator: A subscription-based service offering tools, advising, and content to help organizations scale their DEI efforts effectively.

Analytics Platform: Tools that track and measure the progress of DEI initiatives, providing data-driven insights to inform decision-making.

Primary Markets or Conditions Targeted

TDM serves a diverse range of industries, including healthcare, technology, financial services, construction, and real estate. Their solutions are designed to address the unique DEI challenges faced by organizations in these sectors, helping them build inclusive cultures that drive business success.

Financials and Funding

Funding History

As of October 2025, TDM has raised a total of $912,000 across two funding rounds. The most recent funding round was a seed round of $125,000 completed in December 2022.

Total Funds Raised

$912,000

Specifics of Recent Funding Rounds

December 2022: Seed round raising $125,000.

Notable Investors

Investors include Resilient Ventures, a Durham-based venture capital firm focused on disrupting systemic economic injustice by investing in Black-led startups.

Intended Utilization of Capital

The capital raised is intended to support the scaling of TDM's employee experience product platform, enabling the company to expand its reach and impact in promoting DEI initiatives across organizations.

Pipeline Development

TDM's pipeline development focuses on enhancing and expanding their suite of DEI solutions to meet the evolving needs of organizations. Key initiatives include:

Expansion of MicroLearning Content: Continuously developing and adding to their library of micro-learning videos to provide up-to-date and relevant DEI training materials.

Enhancement of DEI Navigator: Improving the subscription-based service to offer more comprehensive tools, resources, and support for organizations at various stages of their DEI journey.

Integration of Advanced Analytics: Incorporating more sophisticated analytics capabilities to provide deeper insights into the effectiveness of DEI initiatives and inform strategic decision-making.

Technological Platform and Innovation

Proprietary Technologies

MicroVideos: A proprietary platform offering a vast library of concise, impactful DEI training videos designed for busy professionals.

DEI Navigator: A subscription-based service providing organizations with tools, advising, and content to effectively scale their DEI efforts.

Significant Scientific Methods

Data-Driven Insights: Utilizing analytics to measure the impact of DEI initiatives and inform continuous improvement strategies.

Behavioral Science Principles: Applying principles from behavioral science to design DEI programs that effectively influence organizational culture and employee behavior.

Leadership Team

Donald Thompson: Co-founder and CEO. An entrepreneur, executive coach, public speaker, author, and Certified Diversity Executive (CDE) with over two decades of experience in growing and leading firms. He is a thought leader on goal achievement, influencing company culture, and driving exponential growth.

Kristie Jones-Davis: Chief Financial Officer. Holds an MBA from the Lundy-Fetterman School of Business at Campbell University and has more than two decades of leadership experience in accounting, operations, technology, and financial services.

Leadership Changes

In November 2022, Kristie Jones-Davis was appointed as the Chief Financial Officer, marking the first C-level executive hire for TDM.

Competitor Profile

Market Insights and Dynamics

The DEI consulting industry is experiencing significant growth, driven by increasing recognition of the importance of inclusive cultures in driving business success. Organizations are investing in DEI initiatives to enhance employee engagement, innovation, and overall performance.

Competitor Analysis

Key competitors in the DEI consulting space include:

Catalyst: A global nonprofit organization focused on accelerating progress for women through workplace inclusion.

Out & Equal: An organization dedicated to achieving workplace equality for LGBTQ employees.

Mogul: A global diversity recruitment company providing diversity recruitment software and diverse executive and board search services.

Strategic Collaborations and Partnerships

TDM has established several strategic partnerships to enhance its offerings:

Resilient Ventures: Invested in TDM to support the scaling of their employee experience product platform.

Workplace Options: Acquired TDM in November 2023, expanding their DEI capabilities and global reach.

Operational Insights

TDM differentiates itself through its technology-enabled approach, combining data-driven insights with scalable DEI solutions. Their focus on measurable business outcomes and high-performing teams positions them as a valuable partner for organizations seeking to integrate DEI into their core strategies.

Strategic Opportunities and Future Directions

Post-acquisition by Workplace Options, TDM has the opportunity to leverage a broader global network to expand its reach and impact. Future directions include enhancing their technological platforms, expanding content offerings, and deepening partnerships to drive DEI initiatives worldwide.