Our Story

Etiq was born out of the Zinc VC mission 2 accelerator program. Etiq firmly believes technology can be used to automate decisions in a scalable and sustainable way, however, in many cases unintended bias can impact your algorithm's accuracy and your business efficiency.

That's why Etiq has created a solution to give everyone on your team, from business stakeholder to data engineers, visibility to monitor your algorithms are doing what you built them to do and minimise any unintended bias that may have accrued.

Our Team

Raluca Crisan

Raluca Crisan

Co-founder/CTO


Raluca has 10+ years of experience in data science working with a variety of clients (UK retailers, banks & telco companies). Prior to ETIQ she was Director - Data Science for Merkle Aquila.

Raluca is passionate about building solutions to help data scientists address the algorithmic bias problem.

Iris Anson

Iris Anson

Co-founder/CEO


Iris initially trained as an accountant/tax advisor in the Hedge Fund industry. Prior to Etiq, Iris built another successful tech start-up, covering functions such as operations, sales and management.

Iris is passionate in equal parts about equality and building successful businesses.

Cristina Goldfain (Ph.D.)

Cristina Goldfain (Ph.D.)

Co-founder/Senior Data Scientist


Cristina is building the tools that help data scientists and ML engineers formalize their bias mitigation analyses and apply algorithms from the fairness literature to their datasets.

Prior to joining Etiq, Cristina earned her PhD in neuroscience and worked as a postdoctoral researcher at Stanford University. Cristina has 10+ years experience of driving data-centric projects to completion and communicating results to different audiences.

Andy Crouch

Andy Crouch

VP Software Engineering


Andy is developing the web based tools and API's that our clients work with on a daily basis alongside supporting the wider team in delivering Etiq AI's core technology as a platform.

Andy is a highly experienced startup leader, architect and developer who has scaled the development of three successful startups across a range of verticals including recruitment, emergency response and energy.

Andrew Neils

Andrew Neils

Senior Software Engineer


Andrew is a highly experienced developer who is engineering the core of the Etiq AI platform with Cristina and leads the build and deployment processes and systems.

Andrew has over 14 years experience as a "full stack developer" developing and maintaining custom web applications for industries such as medicine, utilities, digital signage and insurance.

Howson Jow

Howson Jow

Senior Software Engineer


Howsun is an experienced developer who has worked for over 10 years in software development specializing in developing data integration and statistical analysis tools. Prior to working in software development, Howsun earned his PhD in computer science and has worked as a postdoctoral researcher on a number of bioinformatics research projects at the University of Warwick and Newcastle University.

Prior to joining Etiq, Howsun worked on developing software for the statistical analysis of the effectiveness of marketing campaigns.

Our Advisors

Tobias Baer

Tobias Baer


Tobias Baer - Tobias is a consultant (ex McKinsey Partner) and scholar (University of Cambridge) focusing on the intersections of data science, risk management, and psychology, and authored the book “Understand, Manage, and Prevent Algorithmic Bias: A Guide for Business Users and Data Scientists”

Marissa Ellis

Marissa Ellis


Marissa is a strategist, advisor, speaker and best selling author. She has over 20 years of experience with deep expertise in product, services, strategy, marketing, sales, customer experience, leadership and culture building in the tech sector. She is the founder of www.diversily.com and the creator of The Change Canvas, which is used around the world by global brands and start ups alike to boost performance and drive positive change.

Kai Büntemeyer

Kai Büntemeyer


Studied Mechanical and Chemical Engineering Sciences at Braunschweig and Aachen Technical Universities. Graduated from RWTH Aachen in 1987. After 4 years in Biochemical Engineering research spent 30 years as an engineer, manager, marketer, and entrepreneur in paper-converting technology. Major contributions to industrial book manufacturing and packaging manufacturing technologies. Presently active as investor, non-executive director and consultant.

Illai Gescheit

Illai Gescheit


Illai Gescheit is a serial entrepreneur, mentor and investor. Illai comes from a diverse background of building businesses that solve the world's most challenging problems from medical devices to climate tech. He previous led the Startup and Venture Capital programs at AWS and is currently a Partner at Siemens Energy Ventures with a focus on climate and energy startups.

Illai focuses on team building, leadership coaching, product management and design, design thinking, business and product strategy, innovation, venture capital, and growth. Illai has a background in both building startups from scratch and scaling them and in corporate innovation.

Ritu Mahandru

Ritu Mahandru


Ritu is the EMEA/APAC leader for CloudBees where she is responsible for growing business and developing strong relationships with their customer base. With over 20 years of experience in the software industry, Ritu is well placed to talk to Enterprise customers about accelerating innovation in technology teams and driving transformations.

A leader with an interest in making a difference, Ritu is an avid supporter of diversity and equality initiatives in the workplace and have also spoken and represented at many STEM events.

Yelena Mackay

Yelena Mackay


Yelena Mackay, ETIQ AI’s board member is a Head of Business Operations at ZeroAvia, a company building the first practical zero-emission aviation powertrain. She has held various senior sales and business operations roles for Silicon Valley software and hardware companies and worked in North America, Europe, Africa and Asia. She is also an investor in early stage software companies in the UK.

Yelena has an MBA from San Jose State University, California, and a postgraduate diploma in Strategy and Innovation from Said Business School, Oxford University. She enjoys mentoring women to help them advance their international careers and is an author of "Moving Without Shaking", a guide to successful expat experiences.