Human-focused, active, and productive

Crowd of happy freelancer workers working on different thing in casual office.
The Alliance’s human-focused testing leads technology in a new direction.

Me-s and B-s work together. The Me2B Alliance is a standards development organization engaging both individuals (Me-s) and technology provider businesses (B-s) in the process of testing online products’ behavior.

The Me2BA is different from traditional SDOs in three key ways:

  1. Hybrid Stakeholders by Design
    In traditional SDOs, everyday people–and consumers of technology–have little involvement (or even awareness); the work is performed by industry and technology experts. The Me2B Alliance was designed to bring everyday people into the process of creating the certification criteria, to ensure the certification mark reflects the needs and rights of people.
  2. Multi-disciplinary by Design
    The kind of certification we envision extends beyond technology bits and bytes and into Law, Ethics, Privacy, Usability Design and Security. The Me2B Alliance Certification is holistic and most importantly, addresses the behavior of technology.
  3. Results-oriented by Design
    We have no time to lose, and it’s an enormous job. Privacy experts from all domains have been working on solutions for over 15 years. It’s time to effect the change in technology that we want and deserve.

Allied for the public good.

Organization Chart

The Me2BA has 4 working groups

Certification WG
This group is developing the certification criteria and independent testing process.

Policy and Legal WG
This is the Policy and Legal Working Group, working on usable legal forms.

Services for Me-s WG
This group represents and supports Me-s by identifying educational priorities for people, and developing educational materials such as the Harms Dictionary.

Services for B-s WG
This group is the “yang” to the “yin” of the Services for Me-s group; it represents and supports B-s through identification and development of educational priorities.

Working Group Chairs


Lisa LeVasseur

Co-chair, Certification WG

An MBA technologist with a background in Computer Science and Philosophy, Lisa began strategic work in cellular telecom industry standards in the late ‘90s while at Motorola. Since then, she has participated in 3GPP, 3GPP2, MEIF, WAP Forum, IETF, W3C, IEEE and Kantara Initiative.

Why Me2BA? “Because the world needs a way to measure the ethical behavior of technology, to ensure the well-being of people, societies and the planet.”

Photo Credit: Doc Searls


Cam Geer

Co-chair, Certification WG

Cam is a senior product executive, team builder and mentor to emerging talent, with expertise in Payments, Privacy (GDPR/CCPA), and emerging Self-Sovereign Identity technologies (VC/DID). A founder and business/product leader in several startups, Cam is an experienced problem preventer, namely, he foresees potential issues, and then navigates teams around them.

Why Me2BA? “It’s imperative for the future of our society that the balance of power shifts to a more fair relationship between people and their technology. The Me2B Alliance is raising awareness and providing tools to empower people with agency over their digital lives.”


Richard Whitt

Chair, Policy and Legal WG

A technologist, policy attorney, and business creator, Richard previously spent over eleven years with Google, most recently as corporate director for strategic initiatives. As president of the GLIA Foundation, Richard launched the GLIAnet project, a proposed new Web ecosystem based on trustworthy digital fiduciaries and edgetech tools such as Personal AIs. Richard has also cofounded GLIAnet PRIMER, where he advises tech startups and other stakeholders on developing more ethical practices and governance.

Why Me2BA? “The Alliance provides a real platform for those who want to push back against the prevailing extractive paradigm of the Web. My role is to convey its perspective on the most important legal and public policy issues of the day.”


Jim Pasquale

Chair, Services for B-s WG

A veteran innovator with a passion for disruption, Jim has deployed complex infrastructure software systems with the world’s largest telcos and communications companies; improving engagement, conversion and customer experience.

Why Me2BA? “The Internet’s original intention was for sharing information for the good of all people; not just corporations. The Me2B Alliance means to right the course by helping build trust between companies and customers; starting with the ethical collection, use, and protection of individuals’ data.”


Iain Henderson

Co-Chair Services for B-s WG

Iain is a veteran CRM practitioner and advocate of personal data empowerment for individuals; he is Co-chair of the B’s Working Group.

Why Me2BA? “I care about the Me2B movement because it is the logical evolution of a current set of business practices that are not working well for any party other than the data brokers. We are barely at the start of a ‘digital transformation for humans’; it’s going to be an exciting journey.”


Noreen Whysel

Co-Chair Certification WG

Noreen is a NYC-based researcher, advisor and teacher with 30 years of research and design experience. A well-known mentor in the international UX and cyber-security communities, she is also COO of Decision Fish, a decision consulting firm; and UX course instructor at CityTech, City University of New York. At the Me2B Alliance, Noreen is developing a framework for identifying and remedying dark patterns and other user experience problems.

Why Me2BA? “As a user experience professional and educator, I sit on the front lines, championing the Me–the user–and their interests in any interaction with digital technology. Me2B Alliance speaks to that care and stewardship of the Me-s, and I’m proud to be a part of this effort.”



Noreen Whysel

Product Integrity Testing, Validation Testing and Research


Guy Gabriele

Chief Marketing Officer

View Governing Document