Why We Lead With Our Values

Sometimes the simplest conversations can reshape your entire path. It was the early days of Affinity Bridge when Mack and I found ourselves on a porch, talking about the kind of world we wanted to live in—one that sought justice for people and the planet. Even then, we weren’t interested in building just another tech company. We wanted to do work that left us feeling good at the end of the day, where we could see the positive impact of our efforts. From that moment, our shared values became the bridge that guided us.

“Why” Drives Us

As we have grown, those early conversations have shaped every decision, every partnership, and every project we’ve built. We are a technology company at heart, but it’s our core beliefs that keep us moving forward. During a team-wide planning day back in 2018, and in countless conversations since, the same commitments keep surfacing:

• Collaboration: We believe diverse perspectives lead to better solutions.
• Justice: Technology can be a powerful tool for social and environmental progress.
• Social Responsibility: We strive to be accountable for our impact, from our environmental footprint to the way we interact with our communities.
• Compassion: Empathy isn’t just a buzzword; it’s how we treat one another and our clients.
• Knowledge: We share what we learn, aiming to make technology open, accessible, and a catalyst for good.

These aren’t just bullet points on a website. We see them as non-negotiable parts of who we are. Visionary organizations that stand the test of time balance a strong core ideology with a drive to keep innovating. In that spirit, our values are our steadfast anchor, while our curiosity pushes us to grow and adapt.

A Sense of Purpose

In our industry, we often see progress equated with founders who are focused on scaling up fast, chasing massive contracts, and then eventually look for an exit strategy. We questioned that. Could we grow sustainably without losing our soul? The answer was yes—but only if our core values stayed front and centre. 

We committed to a simple but powerful litmus test: work with colleagues and clients who share our belief in doing good. Over the years, this approach has led us to partner with some amazing organizations we admire—groups like: BC First Nations Justice Council, New/Mode, PeaceGeeks, The Belonging Network (formerly Adoptive Families Association of BC), The Public Health Association of BC & BC Centre for Disease Control, just to name a few. 

Each of these partnerships reflects our belief that it’s not enough to be technically proficient; we need to be aligned in purpose. Collaborating  with organizations that value equity, sustainability, and inclusion makes our day-to-day work meaningful. And because our clients see the world through a similar lens, we get to bring our whole selves to work, fostering a sense of camaraderie and motivation within our team and client relationships.

Living Our Values Every Day

Maintaining these values is both easier and harder than you might think. It’s easier because they feel authentic and shared by everyone at Affinity Bridge. It’s harder because values demand self-reflection. Are we being inclusive in our hiring? Are we championing interdependence in our processes? Are we minimizing our environmental impact? Are we using technology ethically?

This ongoing accountability is also why our B Corp certification matters to us. B Corp status verifies what we’ve stood for all along: that social good, environmental responsibility, and transparency are just as important as financial health. It’s not about perfection; it’s about committing to continuous improvement.

We choose collaboration over competition because that’s how we multiply our impact for social good. 

Why Values Matter

In 2019, I completed a co-operative business management certificate from St. Mary’s University; if you know me, you know I love co-ops for their values-driven approach. In my studies I learned about how a strong core ideology allows a company to endure. It creates an organizational culture that connects people—in the best possible way—because colleagues believe in something bigger than themselves. Our team brings that commitment to every project, every brainstorm, and every client interaction. It’s an energy that pushes us to learn new technologies, question old assumptions, and keep moving forward.

At the end of the day, these values aren’t a marketing ploy or a means to win contracts. They’re the reason we exist. They shape who we hire, what projects we take on, and how we measure success. We choose collaboration over competition because that’s how we multiply our impact for social good. We believe in empowering people and organizations who share our drive to make the world a little kinder, a little more just. And I think many of us feel this is more important than ever right now. 

Looking Ahead

Technology evolves, client needs shift, and the world can feel uncertain. But our core values remain a steady guide. We’ll keep asking the hard questions, challenging the status quo, and refusing to be just another cog in the machine. And we’ll continue going home each night with the satisfaction of knowing we’ve played a part—however small—in shaping a better future.

This B Corp Month, we reflect on what it means to be a values-driven organization, not just in name but in practice. For us, it means living up to the ideals that brought us together in the first place, trusting that by leading with integrity and heart, we can do meaningful work that truly makes a difference. We’re grateful for every team member, partner, and client who joins us on this journey.