Where rewards meet Technology - and human insight drives AI innovation.

We connect deep rewards expertise with a proprietary AI solution - to make fair work the standard, not the exception. Fairness & Friends partners with you to ensure pay transparency, close pay equity gaps, and lead your industry with social responsibility and purpose.

Our Approach

Our services

Our AI-Assisted Solution

Expert Consultation

We simplify compliance with the EU Pay Transparency Directive—from equal pay audits to mandatory gap reporting. Our solution unifies diverse job evaluation systems and collective agreements without the need for heavy rebuilds or system reforms. We ensure a fair and equitable rewards foundation that makes your organization more attractive, compliant, and cost-effective.

We deliver transparent and sustainable rewarding solutions that help companies attract, engage, and retain a motivated workforce. By aligning base pay structures with the EU Pay Transparency Directive and local legislation, we help you achieve true pay equity and foster an inclusive workplace culture where everyone’s contribution is recognized.

Latest insights

09/10/25

Utilizing the EU Pay Transparency Directive to strengthen a transparent organizational culture

26/09/25

Comparing work of equal value is hard – AI makes pay systems talk to each other

01/07/25

Why the Idea of Salary Ranges in Job Advertisements Can Be Challenging?

Meet the Team

Co-founder, CEO

Minna Nylander

I am a seasoned rewards consultant, lecturer, writer, and researcher, with 20 years of diverse experience in rewards.

My passion lies in developing equitable remuneration practices, promoting equality, knowledge sharing and impactful communication.

minna.nylander@fairnessandfriends.com

+358 (0)40 554 6385

Co-founder, CTO

Timo Nurmi

I am a strategic leader and co-founder with 20 years of experience across global tech and corporate leadership. Combining a background in communications and theoretical physics with hands-on AI expertise, I am dedicated to translating complex organizational shifts into clarity that inspires action and fairness.

timo.nurmi@fairnessandfriends.com

+358 (0)50 349 3597

Fairness & Friends Advisory Board

Tiina Hahtovirta

Tiina, the HR Director at MTV3 who has been involved with F&F since the very beginning, serves as the Chair of the Fairness & Friends Advisory Board.

As a versatile HR professional, Tiina leads the group of advisors tasked with providing critical thinking and encouragement to Fairness & Friends at just the right moments.

Matti Vartiainen

Emeritus Professor Matti from Aalto University's Department of Industrial Engineering and Management is an advisor and board member for Fairness & Friends.

With his extensive background in labor market and work-life research, Matti provides crucial knowledge that enhances F&F's operational practices and technology offerings.

Sanna Hast-Koivunen

As Reaktor's Head of Compensation, Sanna also serves on the Fairness & Friends Advisory Board. Her broad international background spans compensation development and HR systems.

Sanna brings a dual perspective to F&F's technology, evaluating its effectiveness from both a strategic stakeholder viewpoint and with the sharp eye of a seasoned compensation expert.

Wolf Angyal

As a Machine Learning Engineer at Reaktor, Wolf has been deeply involved in the creation of F&F's tool and has a profound understanding of the product since day one. His technical depth and comprehensive knowledge of the product make him a vital voice on the Board.

Find out where your organisation stands

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