Why Toast

Not to replace what we'd built. To scale it.

Toast started as a hands-on placement service for women in tech. The demand outgrew what one team could deliver by hand, so we built the infrastructure to scale it.

How we got here

01
The gap in the market

Women in tech kept telling us the same thing: the roles that fit their skills and goals were hard to find, and the ones they did find often came with opaque processes and mismatched expectations.

02
Building the infrastructure

We built a vetted, anonymized talent pool and a matching process that put candidates in control, so hiring teams could source with confidence and candidates could stay protected.

03
Hitting a ceiling

Manual, one-to-one matching worked, but it capped how many hiring teams and candidates we could serve well. Toast Talent Marketplace is how we scale the same standard of care.

Why Toast, now

Services capability

Toast has a recruitment team with extensive vetting standards and deep candidate relationships. We partner with 100+ clients to address their hiring needs.

Canada-first

Mathison, Hired, Juicebox, and Gem are all US-built and US-focused, with thin Canadian pools. Toast is built for the Canadian tech market from day one.

Founder credibility

Toast is led by April Hicke, a recognised voice in Canadian gender equity in tech — TEDx, BetaKit, The Globe and Mail, and BNN Bloomberg.

As seen in
Forbes
Bloomberg
Financial Post
The Globe and Mail
BetaKit

“Every candidate in the pool chose to be there, and chooses again before her contact info is ever shared.”

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