In conversation with Oby Bamidele, COO of Built-ID
Please note that this article was published prior to the new brand name of PREACH Inclusion® on 25 April 2024, so you will notice references to BAME in Property.
To mark Black History Month 2023, we caught up with Oby Bamidele, former Chief Operating Officer of Built-ID, a social impact PropTech company, helping to create sustainable and inclusive places. Oby is also an author, counsellor and wellbeing coach, focusing on Black mental health, and has supported The Curvy Project, which seeks to build a more empowering and diverse narrative around Black hair, beauty and femininity.
In this powerful interview, Oby shares her squiggly career path, which helped her find her calling in tech and social impact. She explains why equity, diversity and inclusion efforts need to shine a brighter spotlight on Black lived experiences, validating their stories. Finally, as a practicing Christian, Oby explains how underpinning absolutely everything in her life is her faith.
You’re in for a treat – grab a cuppa and dive in!
Oby Bamidele.
Early years and education
Oby was born in Nigeria and spent the first 15 years of her life there. Her parents were keen for her and her four older siblings to complete their education in the UK and she moved to the UK as she was starting year 11.
At school, Oby’s interests were always inclined towards the social sciences, particularly sociology and psychology.
“Coming from a predominantly Black population like Nigeria - although we didn't use the term "Black" to describe ourselves - I was captivated by the diversity of ethnicities and cultures I encountered in my North London secondary school. I remember creating a survey for a sociology assignment on interracial dating, which speaks to my early fascination with studying people and their motivations. I had a strong desire to continue exploring this interest by pursuing a degree in Psychology or Sociology.”
However, like many immigrant families, Oby’ parents wanted her to opt for a more "prestigious" course, such as Law or Accounting, as they felt it would provide better career and financial prospects. Ultimately, Oby chose to study Accounting and Finance.
“My professional journey began as an Assistant Management Accountant in the media and advertising sector, where I worked for several WPP companies. Subsequently, I transitioned into a role as a finance analyst within the banking industry. A significant turning point in my career journey came twelve years ago, after my daughter's birth and completing my maternity leave. I joined a tech start-up called Cloud IQ as a General Manager. This role allowed me to wear multiple hats and work across all aspects of the business as it scaled. It marked my entry into the tech world. My decision to join Built-ID stemmed from my desire to combine my tech experience with my passion for social impact and my burgeoning interest in property and real estate.”
How Oby’s career has shaped her lived experiences and vice versa
Oby describes her early career as a period of self-discovery, often feeling unfulfilled in her roles.
“I felt lost, uncertain about my identity and passions, and unsure about the path I was meant to pursue. I often describe my journey as anything but linear.”
“I knew I didn't want to merely exist in a job that paid the bills and allowed for material comfort. I yearned for meaning in both my life and work. My frustration and sense of despair drove me to dabble in various pursuits, from taking different courses to exploring various entrepreneurial ventures, all in search of my purpose.”
Coaching and therapy played a pivotal role in Oby’s life; helping her gain much-needed self-awareness and connected the dots.
One thing that became abundantly clear was her zeal and enthusiasm for seeing people thrive.
“I discovered that I was a problem solver and a builder at heart, whether people or processes. In a business context, I found my niche as an "integrator", a term used to refer to someone adept at managing daily organisational challenges and ensuring that the different facets of a business function together seamlessly and harmoniously. Combining my people-centric focus with my integrator abilities was a game-changer for me.”
The highs and lows of her personal experiences led Oby to explore counselling and psychotherapy, and she eventually pursued formal training in these fields.
“I founded BARE Life Class, a mental health platform with a mission to educate, empower and equip women of colour in their self-development journey so that they can thrive in life. I develop and facilitate masterclasses and courses primarily for women of colour to improve emotional and mental health and build a safe space to heal, learn and grow. I have been privileged to work with many organisations to drive awareness and normalise mental health."
Oby’s journey as a Black woman navigating the corporate ladder while grappling with questions about her identity and dealing with biases, prejudices and societal expectations inspired her to write two books (Me, My Hair and the Rest; Finding Purpose).
“Sharing my experience has opened up conversations that enable others to share and own their stories.”
Life at Build-ID
Oby has had an incredible career in HR, tech start-ups and social impact, which pivot nicely to her current role at Built-ID. She shares more about what she does here.
“I joined Built-ID in 2021, and while it was daunting to move into a new sector, given the uncertainty of the pandemic, I was impressed by the company’s mission. I met the founder and CEO, Savannah de Savary, in 2020 and we quickly built a rapport based on our shared values. Our first conversation was about my experience navigating my career as a Black woman. Diversity and Inclusion were at the heart and soul of the organisation. It was refreshing to join a company that encouraged authenticity, enabling individuals to bring their true selves to work and perform at their best.
“As a social impact PropTech, we enable decision-makers to deliver more socially impactful and sustainable places through our award-winning digital community engagement platform, Give My View. By making community engagement easy, gamified & impactful, Give My View motivates diverse communities to engage with decision-makers and to have a constructive voice in shaping the places where they live, work and play.
“As Chief Operating Officer, I oversee all operational activities, including people, finance, and service delivery. You could say I'm the "Chief Executer" because I lead the team to execute the strategy led by the CEO and Executive team. I also played a pivotal role in our becoming a B Corp, reinforcing our commitment to building trust and rapport with all the communities we engage with.”
Black women and afro hair
Oby shared the realities and microaggressions she has faced as a Black woman with afro hair.
“I've encountered numerous instances of biases, prejudices, and expectations surrounding Afro-textured hair throughout my life. There was a time when I wouldn't dare wear my hair natural, fearing it would be perceived as unprofessional, non-corporate, or unkempt. While I've since gained confidence in wearing my natural hair in professional spaces, I'm aware that many Black women and men still face challenges. I recall instances where I received advice against attending interviews with my hair in its natural Afro state out of concern that it might affect my prospects negatively.”
Shortly after joining Built-ID, Oby had conversations with the CEO, Savannah de Savary, about her experiences surrounding hair biases. This led to them supporting Project Embrace, an organisation dedicated to ending hair discrimination and celebrating Afro-textured hair.
“This conversation sparked an inspiring idea: to leverage our Give My View platform to support Project Embrace UK. After engaging in discussions with Project Embrace's founder, Lekia Lee, our team collaborated to create the Curvy Hair Survey. The aim was to gain insights into the lived experiences of Black women and explore the sociological consequences of having Afro-textured hair. The results of the survey will be launched soon.
“We were honoured to provide our platform to support Project Embrace, aligning with our mission to create a more inclusive world and amplify the voices of underrepresented communities.”
Focusing EDI efforts on Black lived experiences
Oby explains why equity, diversity and inclusion efforts need to shine a brighter spotlight on Black lived experiences.
“I'll explain why – drawing from my own perspective as a Black woman. Our experiences carry layers of history and resilience that are often overlooked. By centering on these experiences, we acknowledge the challenges we've faced and the strength it took to overcome them. It's about validating our stories as integral parts of the human narrative.
“When diversity and inclusion efforts prioritise Black-lived experiences, it's akin to finally being seen and heard. It's not just about addressing the past but tackling the present-day issues that persist. Our unique insights and perspectives, often sidelined, have the potential to drive significant change. These experiences bring fresh viewpoints to the table, offering innovative solutions to challenges that affect us all. This inclusivity benefits everyone by fostering creativity and empathy.
“On a personal level, this matters because it's about creating a world where my daughter, nieces, and nephews won't have to confront the same prejudices I did.”
‘Saluting our sisters’
Although Oby is excited about the 2023 Black History Month theme, "Saluting our sisters", she explains why efforts should extend beyond this month, with a focus on practical, ongoing actions.
“To amplify this theme in practical ways, we can start by establishing programs and partnerships with organisations that advocate for Black women, such as Black Women in Real Estate. These collaborations can provide insights into the specific challenges Black women face, aiming to address and mitigate them.
“One impactful idea would be to host a "Sisterhood Symposium" that brings together Black women from diverse sectors. Instead of traditional panels, this event could feature interactive workshops and collaborative discussions. It would create an opportunity to foster connections across industries, share insights, and build a supportive network that extends beyond Black History Month.
“Organisations should also encourage mentorship programs explicitly designed to support Black women within the field and those entering it. These programs should ensure equitable opportunities for growth and leadership roles. By creating an environment that values and uplifts Black women in the sector, we can initiate lasting change and celebrate our sisters all year-round.”
The impact of faith
As a practising Christian, Oby’s faith is a cornerstone of everything she does.
“In a world where the relentless pursuit of self-interest and the constant barrage of external pressures often leave us feeling inadequate or perpetually chasing more, my faith and relationship with God offer a distinct perspective. They steer me away from the relentless pursuit of perfection and encourage me to embrace my inherent humanity.
“The causes and issues that hold a special place in my heart, such as justice, equity, diversity and inclusion, social impact, mental health, and well-being, are all deeply rooted in the principles of my Christian faith. These principles inspire me to treat others with the same love and compassion that I extend to myself, consistently show up as my true self, and create an environment where others can do the same.”
Huge thanks to Oby for sharing her story with us. Catch her delivering a keynote at our upcoming event with Colliers on 17 October 2023. More details HERE.