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This article examines the equality agenda in the context of Finnish university reform in the 21st century. In Finland, the academic regime went through an organizational transformation after the Universities Act in 2009. However, little attention has been paid to the questions of sex or equality. Since the policy influences on equality in education and work are increasingly transnational, this article also observes the role of gender mainstreaming in universities’ equality agenda. The appearance of sex equality is analysed through a variety of documentary materials. The findings indicate the balance between higher educational demands and tightening requirements on equality promotion. Equality work, as a part of human resources, is seen through legislation and provides common good and market advantages. The aims seek to ensure similar treatment between individuals and case-specific anti-discrimination, separating spheres of academic work and private life. The focus is on subjective rights on economic rewards and career opportunities. Yet, confused by the abstract principle of gender mainstreaming, the individually oriented view diverges from the traditional Nordic equality model. The study suggests an evaluation of key concepts and assumptions of equality politics in higher education institutions.