Why DEI Is Important to Us

Our Founders

Diversity and inclusion is at the forefront of everything we do at Drift because it’s in our DNA. Our co-founder and CEO, David Cancel, is a first generation American, raised by an Ecuadorian mother and a Puerto Rican father. And co-founder and CTO, Elias Torres, was 17 when he immigrated to Tampa from Nicaragua with his mother and two brothers. They both know what it’s like to not come from much and to overcome obstacles to get to where they are.


The 2%

Elias and David are part of the just 2% of VC-backed startups led by Latinx founders. That statistic (and another that notes that 98% of Latinx-led companies report less than $1 million in annual revenue) proves we don’t have the processes or people in place to ensure that underrepresented minorities get the information and access others do. What’s more, just 8% of Latinx-owned businesses operate in the technology sector. David and Elias are out to change that.


Being a Role Model in Tech

At Drift, David and Elias are building a strong, enduring company because they believe in the products we’ve created and the team we’ve built. But also, because growing up, neither of them knew that building a company like Drift was even possible. They want to serve as role models to show other underrepresented minorities exactly what’s possible.

Drift Bolt

Our Diversity Mission

We value ALL voices at Drift. The power of different perspectives helps Drift continue to be innovative in the B2B marketing tech space. Diversity at Drift is meant to empower all of our employees and give them autonomy and responsibility for decision-making in their daily work.

Here at Drift, we believe in diversity of thought, and we encourage it daily. 

We know that when we empower our teams to step up, make their own decisions and pave their own path to success, we will create a better workplace culture. We don’t want to just “invite everyone to the party”, we want you to dance and enjoy yourself.

What We’re Doing

We’re always going to have more work to do. But one of the ways we think we can best make change is to be transparent about what we’re trying to achieve and how we’re doing it.


We hold ourselves accountable with annual goals for attracting, hiring, and retaining employees from various backgrounds. It’s not enough to hire with a focus on diversity, we also focus on helping individuals succeed once hired with mentorship opportunities and attention to equity.


We foster community within our walls to ensure employees from different backgrounds feel like they belong, and we use data to keep a pulse on how they’re feeling once at Drift. When we discover gaps, we address them head-on and create holistic guidance to foster a better experience.


We’re invested in our customers, partners, and the communities in which our offices are located. When we learn about the diverse needs of our team, we respond accordingly because we’re not successful unless they are too.

By the Numbers
Diversity at Drift
*Updated as of December 31, 2020
Growth & Presence
Drifters have a presence across…
US states
(up from 4 office locations in the US in 2019)
Conversation Spaces
Employees’ primary work experience is remote and Drifters can collaborate in “Conversation Spaces” in Boston, San Francisco, and Tampa (with more coming across the globe!)

Company demographics & technology roles

(up from 42% and 35% in 2019 and 2018)
Identify as women
(up from 10% and 8% in 2019 and 2018)
Identify as an underrepresented racial and/or ethnic group*
(up from 20% at the end of 2018)
People in engineering department are women
(up from 9% at the end of 2018)
People in engineering department are from an underrepresented racial and/or ethnic group
*Underrepresented racial/ethnic groups include Black or African American, Hispanic or Latino, Native Hawaiian and Pacific Islander, and Native American.


Women in Leadership**
People Managers are women
People Managers are from an underrepresented racial and/or ethnic group
Underrepresented racial and/or ethnic group in Leadership**
**Leadership at Drift is defined as VPs and C-level.

Employee Resource Groups

At Drift we respect different opinions and embrace the fact that we’re not the same. By doing that, we create unity. It’s one of the ways we align with our leadership principle ‘Create a Culture of Respect and Trust.’ A part of that is also having the ability to connect with others you relate to personally. For that reason, Drift supports ERGs in their grassroots growth.

Explore These DEI Resources

How to Take Racial Bias Out of Software
It’s Time for Business Leaders to Step Up and Help Their Communities During COVID-19
LGBTQIA+ Sales & Marketing Pros Making a Difference in Their Professional Fields & Communities

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