Their call comes following new survey findings
The Payments Association, the most influential community in payments helping shape the industry, today reinforced the importance of robust Diversity & Inclusion (D&I) initiatives within the payments sector, as PridePay, the LGBTQIA+ focused payment app from Cardaq, announced its headline sponsorship of Pride in London 2025.
The announcement comes on the heels of The Payments Association’s 2025 D&I survey, which reveals significant gaps in the collection and utilisation of diversity data among payments sector leaders.
The Payments Association’s D&I survey highlights that while 73% of organisations record gender data during recruitment, only 14% collect sexual orientation information, and 27% gather gender identity data. Despite the low collection rate, sexual orientation data demonstrates the highest utilisation in the sector, with 100% of organisations that collect this information actively evaluating it. In terms of priorities, only 11% of payments firms specifically focus on sexual orientation as a diversity area, and a significant 25% report no specific focus on protected characteristics. Overall, 65% of organisations maintained stable DEI policies in 2025.
Riccardo Tordera, director of policy for The Payments Association, commented on the findings: “Our research clearly indicates that while progress is being made in some areas of D&I data collection, there’s still a considerable way to go, particularly concerning sexual orientation and gender identity. The fact that all organisations collecting sexual orientation data also actively evaluate it shows the immense value in this information. We must encourage broader data collection and, more importantly, a deeper commitment to utilising this data to foster truly inclusive environments within the payments industry.”
Tordera added: “PridePay’s visible commitment to the LGBTQIA+ community through its Pride in London sponsorship is a commendable step, and we hope it inspires more payments firms to embed D&I at the core of their strategies.”
PridePay’s headline sponsorship of Pride in London, taking place on July 5th, 2025, underscores a commitment to fostering an inclusive financial ecosystem. The partnership includes prominent brand visibility across digital and physical media, pop-up lounges, co-branded installations in Trafalgar Square and Golden Square, and a co-branded float featuring over 200 PridePay walkers.
Beyond visibility, PridePay will introduce “Tap for Change” donation stations to support LGBTQIA+ causes, a QR code treasure hunt to encourage engagement, and a co-branded pledge wall for personal affirmations.
Hugo Remi, chief executive officer of Cardaq, highlighted PridePay’s mission, adding: “Despite the fact that we live in the 21st century, it feels like it’s in the Middle Ages sometimes. Right now, LGBTQIA+ people are not recognised, abused, bullied and more. A lot of us need to hide our identity, to claim to be who we are not, only because we’re are afraid to say it out loud, as we can lose parents, friends, and families. PridePay was born in order to change the way of how the society think and help LGBTQIA+ people.”
Dee Llewellyn, director of partnerships and growth at Pride in London, and Christopher Joell-Deshields, CEO of Pride in London, both expressed enthusiasm for the collaboration, recognising PridePay’s aim to create meaningful change for the LGBTQIA+ community.
This significant partnership between PridePay and Pride in London serves as a powerful example of how payments firms can actively champion D&I, encouraging a more inclusive and representative financial landscape for all.
Robert Welbourn
Robert Welbourn is an experienced financial writer. He has worked for a number of high street banks and trading platforms. He's also a published author and freelance writer and editor.
