Justin Ayars

LIVING DELIBERATELY. Justin Ayars embodies the philosophy of living deliberately, as coined by Henry David Thoreau. His commitment to listening actively, thinking critically, communicating effectively, and acting intentionally has guided him through a diverse and impactful 15-year entrepreneurial journey. As the founder and CEO of equalityMD, Justin is transforming how the LGBTQIA+ community perceives and receives healthcare.

EqualityMD is a groundbreaking platform dedicated to providing LGBTQIA+ culturally competent virtual healthcare. It trains providers, matches patients with trained providers, and delivers patient-centric care. The platform’s mission is to address the healthcare disparities faced by the LGBTQIA+ community and create valuable, actionable data insights to improve patient engagement and outcomes.

Justin’s entrepreneurial path has been rich and varied. From owning a coffee shop in Colonial Williamsburg to running a bar in Virginia, he has consistently created LGBTQIA+-friendly spaces. His consulting company tackled diverse business and community issues, and his marketing firm, Q Media, evolved into a data analytics company called Equality Rewards, helping companies authentically engage the LGBTQIA+ market.

Raised by musicians, Justin’s childhood was anything but ordinary. His father was Liberace’s conductor and musical arranger, and played with legends like Elvis and Barbara Streisand. This musical upbringing, coupled with other family members working in the CIA, provided a unique environment that shaped his worldview.

Despite attending prestigious schools like William & Mary, Cambridge University, and George Mason Law School, Justin faced significant challenges, including anti-gay sentiment. However, the support of his gay uncle helped him embrace his identity and thrive.

Studying law at the conservative George Mason University was tough, but it prepared Justin for the entrepreneurial world. Graduating in 2007 and concluding a clerkship in 2008, he initially struggled to find fulfilling work during the peak of the Great Recession, and took a job as healthcare litigation attorney. As the recession dragged on, he recognized his strengths in leadership and innovation and knew that entrepreneurship was his true calling.

The idea for equalityMD emerged from Justin’s life experiences and the recurring question he received from the LGBTQIA+ community: “Where can I find a doctor who makes me feel safe?” He recalls a particularly jarring experience: “I was at the dermatologist’s office, and when the doctor realized I was gay, he refused to complete the physical exam because he didn’t feel comfortable touching my skin. I felt alone and ashamed.” EqualityMD matches patients with providers trained to create safe, inclusive spaces. This innovative approach aims to solve generational healthcare inequities and democratize healthcare.

EMPOWERING THROUGH DATA. Looking ahead, Justin plans to capture new data about the under-measured LGBTQ+ patient population and generate actionable insights that will help advance health equity at scale. By leveraging his extensive networks, focusing on affirming care, and bridging glaring data gaps, he hopes to empower underserved communities to become the superheroes of their own healthcare stories.

For LGBTQIA+ entrepreneurs, Justin’s advice is clear: Find brilliant mentors, embrace your identity, and don’t go it alone. “Surround yourself with people who are smarter than you,” he advises. “They may help you make the decision to not start what you think you should.” Reflecting on his journey, Justin’s passion for helping others shines through. “I have the mind of a philosopher, heart of a poet, and spirit of a starship captain. Curiosity is my true North Star,” he says. This curiosity, combined with his commitment to inclusivity and deliberate action, continues to drive him to make a difference in the lives of LGBTQIA+ individuals through equalityMD.