GuideStone
GuideStone is a non-profit financial services organization affiliated with the Southern Baptist Convention, providing faith-based retirement plans, insurance, and investment management products to SBC churches, ministries, Christian institutions, and individual Christian households across the United States.
- Company typePrivate
- Founded1918
- HeadquartersDallas, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What GuideStone does
GuideStone Financial Resources of the Southern Baptist Convention is a non-profit financial services organization founded in 1918 and headquartered in Dallas, Texas, with 251-500 employees. The company provides retirement plans (403(b)s, IRAs, rollovers, wealth management), insurance products (health, dental, life, disability, accident, property and casualty), and faith-based investment management through its GuideStone Funds family, all aligned with biblical values and tailored to the unique tax situations of ministers (dual tax status, housing allowance, SECA vs. FICA). It serves Southern Baptist churches and affiliated ministries, Christian institutions and schools (including the Evangelical Covenant Church and Dallas Baptist University), Christian nonprofits, and individual Christian households, with services offered in English, Spanish, and Korean.
GuideStone distributes through a multi-channel model combining toll-free phone sales (1-888-98-GUIDE), self-service digital platforms (MyGuideStone member portal, Employer Access, Institutional Access, online insurance enrollment, account opening at start.guidestone.org), dedicated bilingual representatives, and denominational outreach through state Baptist conventions. Operating affiliates include GuideStone Agency Services (a licensed P&C insurance agency, NPN#11466614) and GuideStone Advisors (an SEC Registered Investment Adviser). Revenue is generated through recurring insurance premiums, plan administration fees, and asset-based investment management fees on fund AUM. Pricing is quote-based and not publicly disclosed, with reference points including $50,000 term life coverage from $2.50/month for a 30-year-old and $3,000 in supplemental retirement contributions over five years for churches with budgets under $75,000.
The company operates a platform-plus-modules architecture built on member-facing web infrastructure hardened with AES encryption, multi-factor authentication, voice biometrics, and security text alerts, and supports its offerings with extensive educational content (GuideStone Magazine, the Member Journey program, financial calculators, webinars, and minister-specific resources). Its Mission:Dignity charitable program provides financial assistance to retired Southern Baptist ministers, workers, and widows, reinforcing the denominational social contract. GuideStone does not offer a public API, mobile app, or disclosed AI/ML capabilities, and its technology footprint is conventional for an established insurance/retirement administrator.
GuideStone firmographics
Firmographics- Name
- GuideStone
- Legal name
- GuideStone Financial Resources of the Southern Baptist Convention
- Website
- https://guidestone.org
- Company type
- Private
- Founded year
- 1918
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- GuideStone is a non-profit financial services organization affiliated with the Southern Baptist Convention, providing faith-based retirement plans, insurance, and investment management products to SBC churches, ministries, Christian institutions, and individual Christian households across the United States.
- Ownership category
- akta.pro rank
GuideStone industry classification
Industry- Product category
- Faith-Based Financial Services
- NAICS
- Religious Organizations (8131)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Trust, Fiduciary & Estate Planning Services (FSABADAG)
- akta.pro secondary industry
- Places of Worship & Religious Facilities Operations (Cemeteries, Retreat Centers, Pilgrimage Sites) (BPAGAJAL)
Keywords
Where GuideStone is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
GuideStone business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Insurance Premiums: GuideStone offers health plans, dental, life insurance, disability, and accident coverage. Premiums are collected from individuals and organizations (churches, ministries). Property and casualty insurance is offered through GuideStone Agency Services for churches.
- Retirement Plan Administration: GuideStone provides 403(b) retirement plans for employees of churches, schools, associations, universities, hospitals, and other eligible organizations. Revenue is generated through plan administration fees.
- Investment Management: GuideStone Funds offers faith-based investment options. Revenue is generated through investment management fees on fund assets under management.
- GuideStone Agency Services: Property and casualty insurance agency offering unique coverage for ministries with risk management resources. Earns commissions on insurance products sold.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Term Life Insurance - Entry Level |
| Subscription | Monthly | Retirement Plans for Small Churches |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels7 records
GuideStone product offering
Product offeringCore offering
GuideStone is a faith-based financial services organization that provides retirement plans, life and disability insurance, investment management products, and wealth advisory services to Southern Baptist churches, pastors, ministry workers, and related institutions. It also operates Mission:Dignity, which provides direct financial support to retired Southern Baptist ministers and their spouses.
Product overview
GuideStone is a financial services organization serving Southern Baptist churches, ministries, and Christian households with a comprehensive suite of biblically-aligned financial solutions. The offering is a platform-plus-modules architecture built around three core pillars: Retirement Solutions (individual and employer-sponsored 403(b) plans, IRAs, rollovers, wealth management, and institutional consulting), Insurance and Health Plans (health, dental, life, disability, accident, and property/casualty coverage), and Investments (GuideStone Funds with Christian values alignment). These are supported by digital platforms (MyGuideStone member portal, Employer Access for organizations, Institutional Access for large clients, and insurance enrollment/quote tools), educational resources (GuideStone Member Journey, financial calculators, videos, webinars, and GuideStone Magazine), and the Mission:Dignity charitable program for retired ministers. Services are available in English, Spanish, and Korean. The company leverages Advanced Encryption Standard (AES) encryption and multi-factor authentication for security, but does not offer a public API or AI/ML capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- GuideStone Funds: Faith-based mutual fund family offering investments aligned with Christian values
- GuideStone Agency Services
- GuideStone Advisors
- Mission:Dignity
- MyGuideStone
Products and services
- GuideStone Retirement Plan (Individual)
- GuideStone Retirement Plan (Organization-Sponsored)
- GuideStone Life and Health Insurance
- GuideStone Funds
- GuideStone Wealth Management
- GuideStone Agency Services
- Mission:Dignity
Quantifiable outcome
- Churches with budgets under $75,000 may receive $3,000 in retirement contributions over 5 years
- +2 more outcomes
Companies that use GuideStone
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
GuideStone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
GuideStone partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Southern Baptist ConventioncorePrimary denominational partnership - GuideStone is the official financial resources entity for the Southern Baptist Convention, providing retirement plans, insurance, and investment services to affiliated churches and ministers. This is the foundational relationship upon which GuideStone was established.
- State Baptist ConventionscorePartnerships with state conventions enable churches to receive free family protection benefits and disability benefits, and allow qualifying churches to receive additional retirement contributions from GuideStone.
- GuideStone FundscoreGuideStone Funds is a controlled affiliate offering faith-based mutual fund investments. The funds align with Christian values and are distributed exclusively through GuideStone's platforms.
- GuideStone Agency ServicescoreLicensed insurance agency (NPN#11466614) that is an affiliate of GuideStone, offering property and casualty insurance products specifically designed for churches and ministries.
- GuideStone AdvisorscoreSEC Registered Investment Adviser affiliate that provides financial planning and advisory services. Registered in the United States with advisory services available across jurisdictions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
GuideStone competitors and assessment
Company assessmentDirect peers
- Brotherhood Mutual Insurance Company: Insurance company that specializes in protecting churches and faith-based organizations with property, liability, and ministry-specific coverage. Directly comparable to GuideStone Agency Services' P&C offering for Southern Baptist and evangelical churches.
- Church Mutual Insurance Company: Specialty insurer serving religious organizations, churches, and faith-based schools with property, liability, and related coverage. Comparable to GuideStone's property & casualty insurance line targeted at ministry facilities.
- GuideOne Insurance: Mutual insurance company focused on churches, religious organizations, and schools. Direct competitor to GuideStone Agency Services in the faith-based P&C market, with overlapping customers in evangelical ministry segments.
- Everence Financial: Anabaptist/Mennonite faith-based financial services organization offering retirement plans, insurance, investments, and banking to churches and members. Closest direct peer to GuideStone as a denomination-affiliated financial services platform.
- Concordia Plan Services: Benefits and retirement services arm of the Lutheran Church–Missouri Synod, providing health, retirement, and disability benefits to LCMS workers and congregations. Same denominational-affiliation model as GuideStone's relationship with the SBC.
- Mennonite Financial Associates (MMA): Mennonite-affiliated insurance and financial services organization offering property/casualty insurance, annuities, and retirement products to Anabaptist churches and members. Comparable faith-aligned financial services model.
- Christian Church (Disciples of Christ) Pension Fund: Denomination-affiliated retirement benefits provider serving Disciples of Christ clergy and lay employees. Directly analogous to GuideStone's role administering retirement plans for SBC ministers and staff.
Broad incumbents
- TIAA: Large non-profit financial services organization serving academic, research, medical, and cultural sector employees with retirement, investment, and advice. Broader-scale incumbent operating in adjacent non-profit/employer retirement markets that overlap with GuideStone's institutional reach.
- Fidelity Investments: One of the largest U.S. asset managers and retirement plan administrators, offering 403(b), IRAs, wealth management, and insurance products. Broad incumbent that competes with GuideStone for institutional retirement plan mandates and individual wealth management dollars.
Regional players
- Ministerial Association of the Christian and Missionary Alliance (MACA) Retirement Plan: Denominational retirement program serving Christian and Missionary Alliance pastors. Smaller scale faith-aligned retirement administrator with a comparable minister-focused product model, illustrating the broader competitive set of denomination-specific retirement providers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GuideStone social profiles
Digital presenceGuideStone financial estimates
Financial estimateRevenue estimate
Valuation estimate
GuideStone leadership team
Management profileNumber of profiles
GuideStone subsidiaries and ownership
Company hierarchySubsidiaries2 records
GuideStone funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GuideStone M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GuideStone
What does GuideStone do?
GuideStone is a faith-based financial services organization that provides retirement plans, life and disability insurance, investment management products, and wealth advisory services to Southern Baptist churches, pastors, ministry workers, and related institutions. It also operates Mission:Dignity, which provides direct financial support to retired Southern Baptist ministers and their spouses.
Is GuideStone a public or private company?
GuideStone is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was GuideStone founded?
GuideStone was founded in 1918. It employs 251 to 500 people.
Where is GuideStone based?
GuideStone is headquartered in Dallas, United States, in the North America region.
How does GuideStone make money?
Four revenue lines are on record. Insurance Premiums are the primary driver. The others are retirement Plan Administration, investment Management and guideStone Agency Services.
Who are GuideStone's main competitors?
Direct peers on record are Brotherhood Mutual Insurance Company, Church Mutual Insurance Company, GuideOne Insurance, Everence Financial, Concordia Plan Services, Mennonite Financial Associates (MMA) and Christian Church (Disciples of Christ) Pension Fund. Broad incumbents are TIAA and Fidelity Investments. Ministerial Association of the Christian and Missionary Alliance (MACA) Retirement Plan is listed as a regional player.
Does GuideStone have an API?
No public API is recorded for GuideStone.
What industry is GuideStone in?
GuideStone's product category is Faith-Based Financial Services. Its primary akta.pro industry code is FSABADAG, Trust, Fiduciary & Estate Planning Services, with a secondary code of BPAGAJAL, Places of Worship & Religious Facilities Operations (Cemeteries, Retreat Centers, Pilgrimage Sites). Its NAICS code is 8131 and its SIC code is 6282.