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Dan Price

Daniel Price is an American entrepreneur best known as the founder and former chief executive officer of Gravity Payments, a Seattle-based credit card processing firm he co-founded in 2004 while in college. In 2015, Price implemented a company-wide minimum salary of $70,000, funded in part by slashing his own pay from over $1 million annually, a move that propelled him to national prominence as a critic of executive compensation disparities. The policy correlated with subsequent business expansion, including tripled revenue and halved employee turnover rates over the following years. Price successfully defended against a 2015 shareholder lawsuit from his brother Lucas, who alleged excessive self-compensation and fiduciary duty violations prior to the wage adjustment, with a judge ruling in Dan Price's favor on all counts in 2016. His tenure ended in August 2022 amid public allegations of sexual misconduct involving multiple women, prompting his resignation. In September 2024, Price faced a felony rape charge in California related to an alleged incident with an unconscious victim, but prosecutors dropped the case in May 2025.

Early life and education

Family background and upbringing

Dan Price was born in and lived briefly in before his family relocated to rural when he was five years old. He grew up on the outskirts of Nampa, a small town about twenty miles west of Boise, in a conservative Christian that emphasized values of service and living according to one's principles. As the fourth of six children born to parents who neither attended college nor delayed starting a , Price experienced an upbringing marked by early responsibilities and a disciplined routine, including being awakened at dawn. His father, Ron Price, worked as a self-employed , public speaker, and author of faith-based books on , which influenced the family's focus on ethical practices and . The household was Evangelical Christian, with conservative Republican leanings, including regular listening to , alongside environmentalist views; Price attended Nampa Christian High School after being homeschooled. Price's older brother, Lucas, approximately five years his senior and the second-oldest sibling, shared a close yet tumultuous relationship with him during childhood, which later extended to their business partnership. Early interests included , as Price played in a local band called Straightforword during middle school, gigging around and aspiring to a career in it until around age 16. This rural, faith-oriented environment instilled a strong and community focus, though it contrasted with Price's later entrepreneurial path in urban .

Academic and early influences

Dan Price was raised in rural in a family that emphasized living according to personal values, with his father, Ron Price, a self-employed who frequently discussed aligning actions with principles. Homeschooled until high, Price faced challenges adapting to , which he later attributed to the transition from a self-directed . These early experiences fostered an independent streak and entrepreneurial mindset, evident when, at age 19 in 2004, he identified inefficiencies in processing fees and began conceptualizing a solution while still in high school. Price enrolled at , a private Christian institution in , where he pursued studies in . During his time there, he formalized his business idea, launching from his dorm room to offer lower-cost payment processing services to small businesses frustrated with industry markups. In 2007, as a , he received the School of and Economics Best award for his company's model, which highlighted transparent pricing and customer-centric operations. Price graduated in 2008, having already grown the nascent firm by hiring his first employee before completing his degree. His academic environment at SPU reinforced values of ethical practice, aligning with familial influences on integrity over .

Business career

Founding Gravity Payments

Dan Price co-founded in February 2004 with his older brother Lucas Price, establishing the company as a merchant services firm focused on processing for small businesses. At age 19 and while attending , Dan Price initiated operations from his college dorm room, motivated by observations of high processing fees burdening independent merchants, such as a he frequented as a teenager. The brothers aimed to undercut industry-standard fees, which often reached 3.5% or more per transaction, by negotiating lower rates through volume aggregation or direct . Initially bootstrapped with minimal resources and no external funding, the company operated without , relying on personal efforts and early client acquisitions to build revenue from processing small-volume transactions. Dan Price handled sales and operations personally, targeting underserved sectors like local retailers and service providers in the area, while Lucas contributed to backend processing partnerships. This model emphasized flat-fee structures over percentage-based charges to appeal to cost-sensitive clients, differentiating from larger processors like those affiliated with or networks. The founding reflected a first-mover intent in a competitive payments landscape, where small businesses faced opaque pricing and limited options; by 2005, Gravity Payments had secured its first dedicated office, signaling initial traction from dorm-room origins. No detail exact , but the absence of or involvement underscores a self-funded launch predicated on through client referrals and fee .

Growth and operations prior to 2015

Gravity Payments began operations in 2004 as a merchant services provider specializing in credit card processing for small businesses, initially funded by Dan Price's personal savings, credit card debt, and redirected student loans. Co-founded with his brother Lucas Price, the company focused on offering competitive rates to underserved merchants, differentiating itself through transparent pricing and personalized service in a market dominated by larger processors. By building relationships with local businesses in Seattle, it expanded its client base steadily without external venture capital, relying on organic growth and reinvested profits. The firm achieved consistent expansion, reaching approximately 120 employees by early 2015 while maintaining headquarters in Seattle's Ballard neighborhood. Operations emphasized efficient transaction processing, with the company handling payments for thousands of small merchants across various sectors. No layoffs occurred throughout this period, and employee compensation grew at an average annual rate of 10% during the first decade, starting from an initial base salary of $24,000. This approach supported low employee turnover and fostered a culture of internal promotions and performance-based incentives. Financially, Gravity Payments reported net revenue of about $16 million in 2014, alongside a profit of $2.2 million, enabling CEO Dan Price's compensation to exceed $908,000 as early as 2011. These figures reflected robust profitability driven by volume growth in processed transactions, estimated at a gross scale supporting the net earnings, though exact transaction volumes were not publicly detailed pre-2015. The company's model prioritized long-term client retention over aggressive discounting, contributing to year-over-year revenue increases without significant debt accumulation.

Announcement and implementation of $70,000 minimum wage policy

On April 13, 2015, Dan Price, CEO of the Seattle-based credit card processing firm Gravity Payments, surprised his approximately 120 employees by announcing a new company policy to establish a minimum annual salary of $70,000 for all staff. The initiative targeted even the lowest-paid roles, such as clerks, bookkeepers, and programmers, with Price citing employee frustrations over stagnant wages amid rising living costs in Seattle as a key motivator. To fund the raises without external financing or layoffs, Price reduced his own annual compensation from nearly $1 million to $70,000 and committed up to 80% of the company's profits toward the effort. Employees already earning above $70,000 faced no cuts, while those between $50,000 and $70,000 received proportional increases averaging 11%. Implementation occurred gradually over three years to align with projected revenue growth and avoid financial strain, beginning with an immediate elevation of the lowest salaries to $50,000 in 2015, followed by $10,000 increments in 2016 and 2017 to reach the $70,000 floor by 2018. The policy applied uniformly to the Seattle headquarters staff, excluding any independent contractors, and was framed by Price as a response to broader economic studies suggesting $70,000 as a threshold for financial stability based on happiness and productivity research he referenced.

Company performance and internal challenges post-2015

Following the 2015 announcement of the $70,000 policy at , the company reported substantial revenue expansion. By 2016, revenue had increased by 75 percent year-over-year, accompanied by a 67 percent rise in new clients. By 2021, annual revenue had tripled from pre-policy levels, with the company attributing this growth to improved , , and customer acquisition driven by the wage structure. Despite these financial gains, the policy triggered notable internal disruptions. In the immediate aftermath, two senior executives resigned in protest, contending that the across-the-board raises eroded incentives for performance and merit, as junior employees' compensation doubled overnight without corresponding adjustments for higher roles. Further employee turnover ensued among key staff, who viewed the flat minimum as diminishing differentiation for top performers and fostering resentment over perceived inequities in compensation philosophy. External pressures compounded these issues, including customer attrition. A small number of clients severed ties, interpreting the wage initiative as a politicized stance that implicitly pressured competitors on labor costs and invited ideological scrutiny. Sales representatives fielded direct complaints branding the policy—and CEO —as emblematic of socialist or communist principles, straining client relationships in the short term. These challenges highlighted tensions between the policy's egalitarian aims and operational realities, though the company maintained that long-term benefits outweighed initial frictions.

Business disputes

Lawsuit with brother Lucas Price

In March 2015, Lucas Price, co-founder and minority of holding approximately 30% of the company's shares, filed a against his brother Dan Price in King County Superior Court, . The suit, initiated shortly after Dan's public announcement of the $70,000 policy, alleged that Dan had breached his duties by paying himself excessive compensation—reportedly around $1 million annually prior to the policy implementation—while denying Lucas access to company financial records and using a corporate for personal expenses exceeding $300,000. Lucas sought a court-ordered of his shares, claiming Dan had marginalized his role as a passive and violated agreements established when the brothers founded the company in 2001. Dan Price countered that his compensation was justified by the company's profitability under his leadership, which had grown revenues from $1.2 million in to over $27 million by 2015, and that Lucas had waived active involvement in operations through prior agreements allowing Dan full managerial discretion. He testified that he had repeatedly offered to buy out Lucas's stake, including proposals valued at $4 million to $5 million, which Lucas rejected as undervaluing his interest based on independent appraisals suggesting a higher multiple of earnings. The trial, held in June 2016, featured expert testimony on valuation methods, with Lucas's experts advocating for a structure payable over 7 to 10 years, while Dan emphasized sustainability without . Prior to the verdict, the brothers attempted but failed to reach an agreement. On July 8, 2016, King County Superior Court Judge Brian Gain ruled in favor of Dan Price on all four claims, finding no evidence of fiduciary breach, excessive compensation, or denial of shareholder rights, and determining that Dan's actions aligned with the company's governing documents and best interests. Lucas appealed the decision to the Washington Court of Appeals, arguing errors in the trial court's assessment of buyout terms and fiduciary obligations, but on April 30, 2018, the appellate court unanimously upheld the lower court's ruling, affirming that Dan had not oppressed Lucas's minority interests. The dispute highlighted tensions between active management control and passive shareholder expectations in closely held family businesses, with no financial settlement reported beyond the court's validation of existing compensation and operational structures.

Resolution and implications for company governance

In July 2016, King County Theresa B. Doyle ruled in favor of Dan Price, dismissing all claims brought by Lucas Price, who held a 33% minority stake in . The court found that Lucas failed to substantiate allegations of excessive compensation for Dan, of duties, or violations of minority rights, noting that Dan's prior of $1.1 million in 2014 fell within reasonable industry benchmarks established by a compensation study (ranging from $675,000 to $2.8 million for comparable CEOs). Evidence showed no improper exclusion of Lucas from board decisions, as he had access to financial data and did not contemporaneously object to salary increases or policies, which were deemed exercises of good-faith business judgment. Lucas Price expressed shock and disappointment at the verdict and indicated consideration of an appeal, while Dan Price stated his unconditional love for his brother and relief at refocusing on the company's mission. In April 2018, the Washington Court of Appeals upheld the trial court's decision, rejecting Lucas's arguments and affirming Dan's prevailing status, with no further successful challenges reported. The valuation of Lucas's shares exceeded $26 million at the time, though the absence of a buy-sell agreement in the shareholder pact precluded a forced buyout. The resolution reinforced the legal deference to majority shareholders in closely held corporations, particularly where decisions align with reasonable business practices and lack evidence of , but it exposed governance vulnerabilities inherent in family-owned firms with minimal board structures—here, effectively controlled by the two brothers. Without formalized mechanisms like mandatory provisions or oversight, such disputes can escalate to litigation, disrupting operations and highlighting risks of concentrated , as Dan's unilateral implementation of the $70,000 policy had fueled the rift. No immediate structural reforms to ' were implemented post-ruling; the company reported annual profits nearly doubling to over $6 million in the following period, continuing under Dan's majority control until his resignation. The case serves as a cautionary example for private company , emphasizing the need for proactive agreements to safeguard minority interests and mitigate familial conflicts over compensation and strategic shifts.

Public reception and impact

Praise for wage policy and social influence

Dan Price's implementation of a $70,000 minimum salary at in 2015 garnered significant acclaim for demonstrating a commitment to employee dignity and financial security. The announcement generated over 500 million interactions within two weeks, amplifying discussions on corporate responsibility and wage equity worldwide. Price was recognized as one of The Today Show's "Voices of 2015" for the policy's human impact, which included alleviating employee financial stressors such as debt and housing instability, allowing focus on professional contributions. Employees publicly praised the policy for transformative personal effects; for instance, underwriter Nydelis Ortiz noted it doubled her salary from $36,000, providing essential peace of mind, while sales representative Garret Nelson credited a $5,000 raise with supporting his family. Vermont Senator Bernie Sanders highlighted it as a model for other companies to follow in prioritizing worker compensation. Such testimonials underscored perceptions of the initiative as a pioneering shift toward values-driven leadership, with some employees, like Tammi Kroll, accepting pay cuts to join the firm inspired by Price's ethos. The policy exerted notable by inspiring wage increases at other firms; reports indicated hundreds of executives, including one who raised pay by 30-50% while cutting their own , emulated aspects of the model. It prompted broader examinations of , with advocates viewing it as a catalyst for reorienting companies toward mission and service over mere . interest followed, as institutions like monitored its outcomes, contributing to ongoing dialogues on sustainable compensation structures.

Criticisms from economic and business perspectives

Critics from economic perspectives argued that Price's policy disrupted internal labor market signals by decoupling wages from individual and , leading to reduced incentives for high achievers. A former web developer at described the approach as one that "shackles high performers to less-motivated team members," highlighting how equalizing pay across levels diminished for excellence. Similarly, a former financial manager criticized the raises for going disproportionately to "the people who have the least skills and are the least equipped to do the job," suggesting an inefficient allocation of compensation that failed to reward . This misalignment contributed to immediate turnover, with two top salespeople departing shortly after the April 2015 announcement because their pay increases were minimal compared to those for lower-wage hires, effectively representing a relative pay cut for experienced staff. From a business operations standpoint, the imposed fixed high costs—requiring an additional $1.4 million in annual revenue to cover the wage hikes for 120 employees without raising client fees—that made less competitive against rivals offering market-based pay. Economists noted that such arbitrary wage floors ignore productivity differentials, where lower-skilled workers paid $70,000 despite contributing less value (e.g., $40,000) create deficits subsidized by higher performers, eroding profits and sustainability. If profits declined, the firm risked operating at a loss, potentially necessitating job cuts or policy reversal, as competitors could undercut prices by maintaining flexible, productivity-tied compensation. A survey of 300 respondents by the found 46% opposed to paying inexperienced hires the same as veterans and 90% anticipating their own raises, underscoring resentment and operational friction. Business leaders pointed to external backlash, including client withdrawals who perceived the move as a political statement rather than a neutral decision, alongside internal distractions from intense scrutiny that hampered focus. While the firm hired 12 new employees at the $70,000 level to handle influxes, from new business lagged by at least a year, straining without immediate offsets. Overall, these critiques framed the as a short-term experiment vulnerable to economic , where ignoring performance incentives and market competition invites long-term inefficiencies rather than scalable growth.

Personal life

Marriages and relationships

Dan Price married his high school sweetheart, Kristie Colón (née Lewellyn), in 2005 after proposing that year; the couple had met during their time at High School in . Their marriage ended in in 2012, as recorded in King County court documents. Price has described the as amicable in statements to media outlets. No public records or reports indicate subsequent marriages or long-term relationships.

Allegations of domestic abuse and personal conduct

In October 2015, Kristie Colón, the former wife of Dan Price, delivered a TEDx talk at the in which she described experiencing from her unnamed ex-husband during their , including incidents of being punched, kicked, and threatened. The talk, recorded but ultimately not published online after Price's representatives raised concerns with organizers, was identified by media outlets as referring to Price based on contextual details and their finalized earlier that year. Colón later reaffirmed her claims in a blog post, emphasizing patterns of controlling and violent behavior. Price denied the allegations, stating they were unfounded and inconsistent with his character. In August 2022, a New York Times report outlined allegations of against Price from more than a dozen women, who described unwanted advances, , and coercive encounters often initiated after connecting with him via , where he cultivated an image as a champion of causes and economic . Specific accounts included one woman alleging that Price raped her while she was asleep following a social interaction, and others reporting physical restraint or non-consensual touching during business or personal meetings. These claims, spanning several years, were portrayed by accusers as enabled by Price's public persona, which allegedly masked predatory patterns. Price rejected the accusations as false, asserting he had never physically or sexually abused anyone, and resigned as CEO of Gravity Payments the same month, citing the need to avoid distracting the company.

Misdemeanor charges in 2022

In February 2022, Dan Price faced misdemeanor charges of fourth-degree and filed by city prosecutors. The charges arose from an incident reported on January 24, 2022, involving a 26-year-old woman who alleged that, after a professional dinner meeting on January 20, 2022, Price attempted to kiss her without consent, grabbed her throat, and then performed "doughnuts" in a parking lot with his sedan, exhibiting . Price pleaded not guilty to both counts, with his attorney asserting confidence in his vindication and Price himself denying any physical or . The assault allegation centered on Price allegedly cornering the woman in his vehicle and acting aggressively, though prosecutors later cited inconsistencies in her account—such as no initial mention of a throat grab causing pain or injury—as contributing to evidentiary challenges. These charges emerged amid broader reports of workplace misconduct at , prompting Price's resignation as CEO in August 2022, though they were distinct from civil allegations of . The case was ultimately dropped on April 19, 2023, due to insufficient proof and lack of further investigative follow-up by authorities.

Rape charge in 2024 and its dismissal in 2025

In September 2024, a County indicted Dan Price on one count of of an unconscious , stemming from an alleged incident in April 2021 at the in . The accuser, Kacie Margis, Price's at the time, reported that after she refused and consumed a , she became unconscious and awoke to Price engaging in . An additional charge of of an intoxicated person was filed but later dismissed. Price, who posted $55,000 following the , denied the allegation and stated on that he intended to prove its falsity in . On May 27, 2025, Riverside County prosecutors dismissed the charge, citing a review of additional evidence submitted by Price's attorney that rendered the case unprosecutable beyond a reasonable doubt. The district attorney's office confirmed no plans to refile, emphasizing the thorough evaluation of all available evidence. Price's lawyer, Vicki Podberesky, described the outcome as "the only just result," asserting there was "not a shred of credible evidence" against him. Margis expressed disappointment, stating prosecutors had initially believed her account but that Price would now "walk free again." The dismissal followed Price's delayed arraignment and marked the second time sexual assault charges against him were dropped, after a separate 2022 Seattle case withdrawn in 2023 due to evidentiary issues.

Resignation and later developments

Departure from Gravity Payments

Dan Price resigned as CEO of Gravity Payments on August 17, 2022, announcing the decision via email to employees and a post on X (formerly Twitter). In his statement, he explained that "my presence has become a distraction" for the Seattle-based credit card processing firm, which he had founded in 2004 at age 19. The departure occurred amid ongoing misdemeanor charges against Price, including fourth-degree assault and , stemming from incidents in 2020 and 2021. Price described the accusations as false and stated he was stepping down to focus on defending himself legally, allowing the company to operate without further disruption. He emphasized that , with approximately 120 employees at the time, would continue its operations under new leadership. Chief Operating Officer Tammi Kroll succeeded Price as CEO, effective immediately after the announcement. Price retained his ownership stake in the company but relinquished day-to-day executive responsibilities. The resignation followed reports of an upcoming investigative article detailing alleged mistreatment at the firm, though Price maintained that such claims misrepresented the company's culture.

Post-resignation activities and current status

Following his resignation as CEO of on August 17, 2022, Price retained full ownership of the company and publicly denied the allegations leveled against him, describing them as false and stating his intent to contest them vigorously. On May 28, 2024, Price announced his return to in a non-executive advisory role, focused on assisting the CEO with strategic matters; this development followed the company's continued operations under interim leadership after his departure. In May 2025, Riverside County prosecutors dismissed the felony rape charge filed against Price in 2024, stemming from an alleged 2021 incident in ; Price had pleaded not guilty and maintained his innocence throughout the proceedings. As of October 2025, Price remains ' sole owner and continues serving in his advisory capacity, with no reported changes to his involvement since the 2024 reinstatement; he maintains an active presence on under @DanPriceSeattle, where he occasionally posts about the company's , payments topics, and .

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