How unicorn company Deputy is focusing on ‘needs, realities, and experiences’ to transform shift work

Frontline workers make up 80% of the world’s workforce – yet there is little tech and innovation to support their needs.

In fact, only 1% of investment goes into tools and solutions that empower shift workers.

Sometimes referred to as 'the forgotten workforce', frontline workers are not only left grappling with a lack of support, but also needing to navigate the unpredictable nature of shift work, which disrupts work-life balance for millions.

This can mean many are left facing erratic schedules, leaving them with little control over their time.

Female-led unicorn Deputy is on a mission to change this.

By providing a platform that creates predictable, employee-friendly schedules, frontline workers are able to access a clearer picture of their upcoming shifts and reduce last-minute changes.

With Silvija Martincevic, Chief Executive Officer and Emma Seymour, Chief Finance Officer, at the helm, Deputy now powers 1.5 million global workers across 375,000 workplaces, pathing a more optimistic future for frontline work.

To understand how the duo have reached such success, UNLEASH spoke exclusively to Emma Seymour.

Deputy CFO on becoming a female-led unicorn

Deputy reached unicorn status 14 years after it was founded – only a year after Silvija Martincevic took the reins as CEO in 2023.

For CFO Seymour, there were two key strategic partner deals in 2024 that led Deputy’s valuation into the unicorn realm.

The first deal was with Express Employment Professionals, who invested $25m and unlocked additional channels to accelerate the distribution of Deputy.

Next, came Deputy’s partnership with Xero – another $25m investment which launched the company to unicorn status.

Yet she explains that although these deals helped Deputy reach unicorn status, it was the years spent building an incredible product and solving the complex problems frontline workers face that truly laid the foundation for this milestone.

“One moment that was critical at Deputy in recent years, was when we shifted focus toward profitability during a pivotal time for the tech sector,” she says.

We needed to ensure every decision was data-driven and aligned with sustainable growth while navigating a challenging economic climate.”We needed to ensure every decision was data-driven and aligned with sustainable growth while navigating a challenging economic climate.”

Seymour adds that the “turning point” came when she led an in-depth analysis of Deputy’s acquisition channels.

“By leveraging data to assess cost efficiency and ROI across each channel, we identified which avenues were driving the most value for the business,” she notes.

“This insight allowed us to reallocate resources to our most efficient acquisition strategies, significantly reducing our customer acquisition cost (CAC) while maintaining strong growth.”

The businesses strategic partnerships – with companies like Express Pros and Xero – also played a critical role in the transformation.

“By integrating data from these partnerships, we were able to forecast growth opportunities, align our goals, and strengthen the overall value proposition for both Deputy and our customers,” the CFO comments.

By leveraging this strategic approach, Deputy was not only able to achieve profitability, but also the business was able to maintain growth without layoffs during a period during a turbulent market.

“It reinforced my belief in the power of data-led decisions and the importance of aligning financial strategy with broader business objectives,” Seymour shares.

“This moment not only helped shape Deputy’s trajectory but also solidified my perspective on how finance can drive impactful, strategic change.”

What’s more, Deputy’s leadership team is 80% female, as Seymour and Martincevic feel “responsible for creating pathways for other women to succeed".

To achieve this, the duo has consciously curated a culture of innovation and championship, embedding financial literacy and career development at every level.

Beyond this, Deputy’s leadership team is committed to ensuring that investments – in people, technology, and programs – foster a workplace where everyone has the opportunity to grow, thrive, and succeed.

AI’s impact on the frontline workforce

Through Deputy’s success, the business has been applying AI to tackle the real complexity of shift-based industries – ensuring that the technology reduces complexity without removing connection.

Seymour explains that this is because Deputy is built on a “human-first design”, meaning every product build focuses on the “needs, realities, and experiences of real people".

“Unlike generic AI tools, we’re focused on compliance, pay, and human connection,” she adds, before further explaining that the company’s Smart Scheduling feature enables managers to gain visibility into team “efficiency, forecasting and scaling schedules based on sales and popularity data.

It also automatically schedules the best staff for the busiest periods, ensuring managers don’t have to “jump through hoops” to make sure schedules are filled and time is managed for.

Seymour says: “Before introducing AI tools, businesses need to consider how its impact is measured. It’s vital to focus on fair metrics, not just fast metrics.

This means centering worker wellbeing, compliance, job quality and predictability to AI decisions. AI helps to optimize operations, but it’s people that create lasting value.

Truthfully, workplaces will be built with both intelligent technology and automation to ensure compliance, cost control, and efficiency, and human connection to inspire loyalty, culture, and performance.”Truthfully, workplaces will be built with both intelligent technology and automation to ensure compliance, cost control, and efficiency, and human connection to inspire loyalty, culture, and performance.”

Looking to the future, Seymour is focused on expanding Deputy’s global operations – particularly underserved markets – while simultaneously boosting existing customer relationships.

Seymour and Martincevic also plan to build the business' partnerships, and explore new collaborations that will enhance Deputy’s impact on the shift work economy – so watch this space.