At The Well

What At The Well does

At The Well is a 501(c)(3) nonprofit organization founded in 2015 and headquartered in Washington, D.C., that delivers wellness content and community programming at the intersection of ancient Jewish practice and modern well-being, focused on women and nonbinary individuals. Its core offering is built around Rosh Chodesh — the Jewish celebration of the new moon — and consists of free monthly Moon Manual ritual guides, an At The Well Collective paid online membership community, independently-run local Well Circles, and a program of virtual and in-person events. Supporting products include a 5787 Hebrew Calendar, a Moon by Moon guided journal, the Rosh Chodesh Together family toolkit, and the Season of the Heart forgiveness program; physical and digital products are sold through a Shopify-based storefront.

The organization operates a digital-first technology stack centered on a Webflow-hosted website, an email newsletter (Moonletter), an online membership community platform, and an e-commerce storefront, with no disclosed AI, API, or SDK capabilities. Content is produced internally by the small team and external paid contributors (compensated at $100/article), with subject-matter contributions from childhood development experts and references to Jewish mystical texts including Sefer Yetzirah. The community-led go-to-market model relies on organic word-of-mouth, social media, and a co-facilitation pathway that turns members into local leaders.

At The Well monetizes through a hybrid nonprofit model: tax-deductible donations, foundation grants (most prominently a $1.6M Jim Joseph Foundation grant in 2022), a monthly Collective membership subscription, and physical/digital product sales. The organization reports reach of 47,000+ Moon Manual readers, 5,000+ Well Circle members, and presence in 37 countries, and has established local programming partnerships with institutions including Adas Israel Congregation (Washington, D.C.) and the Lawrence Family JCC (San Diego). Funding partners beyond Jim Joseph include the Schusterman Family Foundation, The Covenant Foundation, UJA Federation of New York, JFEDLA, NuRoots, Jewish Miami, and the Jews of Color Initiative.

Name

At The Well

Legal name

At the Well Project, Inc.

Website

https://atthewellproject.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

At The Well is a 501(c)(3) nonprofit that delivers wellness content and community programming rooted in ancient Jewish practices, primarily Rosh Chodesh, to women and nonbinary individuals via free monthly Moon Manuals, paid Collective membership, and locally-run Well Circles.

Ownership category

akta.pro rank

Product category

Spiritual Wellness and Jewish Community Services

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Holistic & Integrative Wellness Education (Ayurveda, Traditional Practices) (EDAAAHAH)

akta.pro secondary industries

Ayurveda & Traditional Medicine Retreats (THAGAMAF), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)

Keywords

• Jewish wellness practices
• Rosh Chodesh rituals
• Spiritual community circles
• Hebrew calendar products
• Wellness content membership

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Donations: At The Well accepts tax-deductible donations as a 501(c)(3) nonprofit organization. Donations support the organization's general operating expenses, expansion efforts, and mission to share Jewish wellness practices. A dedicated 'Ways to Give' page and donate CTAs are present across the website.
2. At The Well Collective Membership Subscription: The At The Well Collective is an online membership community offering a monthly subscription that provides access to the full ritual library, free Global New Moon Circles, members-only Full Moon Circles, early access to Moon Manuals, Moon Messages, a Rosh Chodesh mini-course, and community spaces. This represents the primary recurring revenue stream.
3. Physical Product Sales: The organization operates an e-commerce shop selling physical products including printed Hebrew calendars, apparel, and notecards. Physical products such as calendars, apparel, or notecards can be refunded within 15 days of purchase. Art prints are made to order.
4. Digital Product Sales: The shop also sells digital products including eBooks, digital courses, meditation bundles, and the Rosh Chodesh Together: A Creative Toolkit for Families digital download. Digital products are final sale and not eligible for return.
5. Foundation Grants: At The Well receives grant funding from philanthropic foundations to support general operating expenses, capacity building, and expansion efforts. A notable grant was the $1.6 million award from the Jim Joseph Foundation, comprising a $1.5 million strategic grant plus additional capacity building and general support funds.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

At The Well is a 501(c)(3) nonprofit that delivers wellness content and community experiences grounded in ancient Jewish practices, with a particular focus on Rosh Chodesh (new moon) rituals. Its flagship offerings include the free monthly Moon Manual ritual guide, the paid At The Well Collective subscription community, partner-hosted local Well Circles, and a small catalog of physical and digital products (Hebrew calendar, guided journal, family toolkit) sold through its branded storefront.

Product overview

At The Well is a 501(c)(3) nonprofit organization offering a suite of wellness resources centered on Jewish wisdom and the ancient practice of Rosh Chodesh (the new moon celebration). The core offering includes free Moon Manuals released monthly at each new moon, the free Jewish Family Rituals mini guide, and a paid membership tier called the At The Well Collective providing early access to content, a full ritual library, global New Moon Circles, Full Moon Circles, and a Rosh Chodesh mini-course. Supporting products include the physical Hebrew Calendar, the Moon by Moon guided journal, and the Rosh Chodesh Together family toolkit (digital download). The organization also facilitates Well Circles (independent monthly gatherings), co-facilitated Events (virtual and in-person), and the Season of the Heart forgiveness program during Elul.

Differentiator

Problem solved

Functional benefit

Brands

• Moon Manuals: Monthly ritual guides providing resources, activities, and articles relating to themes and holidays of each Hebrew month.
• Well Circles
• At The Well Collective

Products and services

• At The Well Collective A paid online membership community where members receive ongoing access to At The Well's Rosh Chodesh programming, ritual resources, and member-only content. Targeted at individual women and nonbinary members who want a sustained, recurring spiritual practice rather than one-off content downloads.
• Monthly Moon Manual A free monthly downloadable ritual guide aligned with the Jewish new moon (Rosh Chodesh), designed to give individual users a recurring, accessible spiritual practice and serve as the top-of-funnel content for the broader At The Well ecosystem.
• Well Circles A program of recurring local Rosh Chodesh gatherings hosted by trained facilitators—often in homes, synagogues, JCCs, or on college campuses—using At The Well's structured content. Designed to scale the organization's community reach through grassroots, partner-enabled local circles.
• Global New Moon Circles and retreats In-person events including the recurring Global New Moon Circles and multi-day retreats that bring the At The Well community together around Rosh Chodesh. Targeted at existing and prospective members seeking a live, in-person extension of the digital practice.
• 5787 Hebrew Calendar An annual Hebrew calendar physical product sold through At The Well's branded shop, aligning the Jewish calendar year with the organization's Rosh Chodesh focus. Targeted at members and broader consumers who want a tactile, year-long planning tool grounded in the Jewish calendar.
• Moon by Moon Guided Journal A physical guided journal sold through At The Well's branded shop, intended to be used month by month alongside the organization's Rosh Chodesh content. Targeted at individual practitioners seeking a structured journal companion to their monthly ritual practice.
• Rosh Chodesh Together Family Toolkit A digital toolkit designed for parents and caregivers to run Rosh Chodesh observance with children at home. Targeted at Jewish families seeking a kid-accessible, ready-made framework for bringing the new moon ritual into the household.
• Season of the Heart A seasonal themed content program offered by At The Well that frames a focused period of Rosh Chodesh-aligned spiritual practice. Targeted at individual members who want a time-boxed, themed container of content beyond the standard monthly cycle.

Quantifiable outcome

• 47,000+ Moon Manual readers reached through digital content
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Adas Israel CongregationcoreStrategic or Co-development PartnerAt The Well partnered with Adas Israel Congregation in Washington, D.C. to deliver a New Moon Circle series led by founder & CEO Sarah Waxman. This partnership represents a local community programming collaboration bringing At The Well's Rosh Chodesh programming directly to a synagogue community.
• Lawrence Family JCCcoreStrategic or Co-development PartnerAt The Well partnered with the Lawrence Family JCC in San Diego, CA to deliver a New Moon Circle series in partnership with Rabbi Yael Ridberg and local wellness practitioners. This partnership brings At The Well's programming into a Jewish community center setting.
• Oneg (Fulfillment Partner)minorOthersOn The Well's return and refund policy page, Oneg is identified as a fulfillment partner for 'Oneg products,' which are shipped directly from Oneg to customers. At The Well's return policy directs customers to contact them regarding Oneg product returns.

Scale indicators4 records

Recent moves2 records

Expansion highlights2 records

Direct peers

• OneTable (now Gather): Nonprofit that hosts Shabbat dinners and community gatherings for Jewish young adults, supported by major foundation grants. Comparable as a foundation-backed Jewish community-building nonprofit using self-organized in-person programming as its primary growth mechanic.
• Hadar Institute: Modern Jewish learning institution offering Torah study, podcasts, and community programming with a mission-driven nonprofit model. Comparable as a Jewish educational nonprofit using digital content (podcasts, shiurim) plus in-person community programming.
• Jewish Women's Archive: Educational nonprofit preserving and sharing stories of Jewish women, with a digital content library and educational programming. Comparable as a 501(c)(3) producing Jewish women's educational content, supported by foundation grants.
• Honeymoon Israel: Jewish community experiential programming organization with substantial foundation backing, running cohort-based trips and retreats for Jewish couples and families. Comparable as a foundation-funded Jewish engagement nonprofit operating cohort and retreat experiences.
• Ritualwell: Jewish ritual and spiritual innovation online platform that publishes original essays, rituals, and educational content with a community-led model. Closest direct peer to At The Well given shared content-library + community-edited format and similar Jewish spirituality focus.
• Kveller: Jewish digital media brand publishing content on parenting, identity, and wellness from a Jewish lens. Comparable as a Jewish content-led community platform producing educational and lifestyle content with sponsored/grant-supported revenue.
• Mayyim Hayyim: Jewish community mikveh and wellness center that combines ritual immersion with educational programming for women and Jewish community members. Comparable niche intersection of Jewish ritual practice and women's wellness, with nonprofit and foundation support model.

Broad incumbents

• My Jewish Learning: Largest Jewish online education platform offering articles, courses, and reference content across Jewish topics. Comparable as a broader Jewish content platform but lacks At The Well's focus on ritual practice and women's wellness community model.
• The Class by Taryn Toomey: Wellness membership experience combining movement, breathwork, and community, available via in-person studios and digital content. Comparable in offering subscription-based wellness community programming, though aimed at a broader (non-Jewish) audience.

Emerging players

• Ritual: Direct-to-consumer women's wellness and supplement brand with subscription e-commerce and content-led community. Comparable as a women's wellness subscription / content community operating at a broader scale and commercial tier than At The Well.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/atthewellproject
• Instagraminstagram.com/atthewellproject
• Facebookfacebook.com/atthewellproject
• LinkedInlinkedin.com/company/at-the-well-project

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about At The Well