University of Wisconsin-Madison Division of Extension

University Extension Education Servicesextension.wisc.edu

Public university extension division operating through six program institutes, delivering research-based education across agriculture, health, youth development, community development, natural resources, and family finance to more than 200,000 Wisconsin residents annually via 72 county offices and digital platforms.

Company typePrivate
Founded1913
HeadquartersMadison, United States
Headcount501–1,000
GTM typeB2B and B2C
OfferingServices

What University of Wisconsin-Madison Division of Extension does

The University of Wisconsin-Madison Division of Extension is a public, government-state entity that operates as the community engagement and continuing education arm of UW-Madison, fulfilling the century-old "Wisconsin Idea" mandate to extend university research and expertise to all state residents. It delivers programming through six institutes — Agriculture, Community Development, Health & Well-Being, Families & Finances (Human Development & Relationships), Natural Resources, and Positive Youth Development — via a statewide network of 72 county offices and digital platforms (extension.wisc.edu plus program-specific sub-sites), reaching more than 200,000 farmers, parents, youth leaders, neighbors, and businesses annually. Core offerings include 4-H Youth Development, Mental Health First Aid (Adult, Youth, Teen), FoodWIse nutrition education, Covering Wisconsin health insurance navigation, StrongBodies fitness, WeCOPE stress management, Learning to BREATHE mindfulness, Wisconsin Master Naturalist volunteer training, AnswerLine food safety helpline, and the Curriculum Jams collaborative resource review methodology.

Underlying technology consists of a web-based platform with institute-specific sub-sites, digital resource libraries (300+ social-emotional learning resources, 200+ inclusion resources, climate education materials), online training portals, and virtual education delivery including the Great Lakes ROTA-RC platform for rural substance use and mental health training across six states. Programmatic methodology includes the five-step Curriculum Jams collaborative process for community-engaged curriculum review and a hybrid self-paced + live-skills training format for evidence-based interventions like Mental Health First Aid.

The business model is predominantly appropriations- and grant-funded: state appropriations from the University of Wisconsin System, federal grants (USDA, SAMHSA, CDC, SNAP-Ed via FoodWIse), county partnerships, and supplemental program fees. Only Mental Health First Aid carries a meaningful disclosed participant fee ($50 per person), while most programming is free to Wisconsin residents as a public service. Revenue figures are not publicly disclosed. Strategic partnerships with the National Council for Mental Well-Being, Iowa State University Extension and Outreach, the McBurney Disability Resource Center, and five peer land-grant university extensions (Illinois, Indiana, Michigan, Minnesota, Ohio) anchor program delivery and grant capture.

University of Wisconsin-Madison Division of Extension firmographics

Firmographics

Name: University of Wisconsin-Madison Division of Extension
Legal name: University of Wisconsin-Madison Division of Extension
Website: https://extension.wisc.edu
Company type: Private
Founded year: 1913
Operating status: Operating
Headcount range: 501–1,000 employees
Short description: Public university extension division operating through six program institutes, delivering research-based education across agriculture, health, youth development, community development, natural resources, and family finance to more than 200,000 Wisconsin residents annually via 72 county offices and digital platforms.
Ownership category
akta.pro rank

University of Wisconsin-Madison Division of Extension industry classification

Industry

Product category: University Extension Education Services
NAICS: Educational Services (611), Educational Services (61), Educational Support Services (6117), Colleges, Universities, and Professional Schools (611310)
SIC: Services-Educational Services (8200), Services-Social Services (8300)
akta.pro primary industry: Special Education Vocational & Transition Programs (18–22) (EDAKAAAG)
akta.pro secondary industries: Independent Living Skills Training (ADLs/IADLs) (EDAKANAG), Transition-to-College/Independence Skills Tutoring for Learning Differences (EDANAFAJ)

Keywords

University extension education
Community health programs
Youth development services
Agricultural outreach programs
Mental health first aid training

Where University of Wisconsin-Madison Division of Extension is headquartered

Location

Headquarters

HQ city: Madison
HQ country: United States
HQ region: North America

Offices4 records

Markets served

University of Wisconsin-Madison Division of Extension 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

Public Funding and Government Grants: As a public university extension division, funding comes from the University of Wisconsin-Madison, federal agencies (USDA, SAMHSA), state government programs (Wisconsin BEAD, SNAP-Ed), and county partnerships. Programs like FoodWIse are funded by SNAP-Ed. Great Lakes ROTA-RC is funded by SAMHSA.
Training Session Fees: Mental Health First Aid training sessions are offered at $50 per participant, including both the self-paced online module (Part 1) and live interactive skills training (Part 2).

Pricing tiers

Model	Billing	Price
Subscription	Pay-as-you-go	Mental Health First Aid Training - $50 per participant

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

University of Wisconsin-Madison Division of Extension product offering

Product offering

Core offering

The Division of Extension delivers research-based, non-degree educational programming and community-based services across Wisconsin through six program institutes covering Agriculture, Community Development, Families & Finances, Health & Well-Being, Natural Resources, and Positive Youth Development. It connects more than 200,000 Wisconsin residents annually with University of Wisconsin-Madison expertise via 72 county offices, evidence-based curricula, training programs (e.g., Mental Health First Aid), nutrition education (FoodWIse), health insurance navigation, and youth development programming (4-H). Most programming is free to Wisconsin residents as a public service, with select paid training offerings and federal grant-funded technical assistance centers.

Product overview

The University of Wisconsin-Madison Division of Extension is a multi-institutional educational service organization comprising six program institutes: Agriculture, Community Development, Families & Finances, Health & Well-Being, Natural Resources, and Positive Youth Development. Rather than a single product, the organization offers dozens of distinct programs and curriculum resources including 4-H Youth Development, Mental Health First Aid (Adult, Youth, Teen variants), FoodWIse nutrition education, Covering Wisconsin health insurance navigation, StrongBodies fitness, WeCOPE stress management, Learning to BREATHE mindfulness, Wisconsin Master Naturalist volunteer training, AnswerLine food safety helpline, and the Curriculum Jams collaborative resource review methodology. The Health & Well-Being Institute operates additional sub-programs including the Great Lakes ROTA-RC for rural behavioral health. These programs serve more than 200,000 farmers, parents, youth leaders, neighbors, and businesses annually through county offices and community partnerships throughout Wisconsin.

Differentiator

Problem solved

Functional benefit

Brands

4-H: Positive youth development program through clubs, camps, and community programs
FoodWIse
Covering Wisconsin
StrongBodies
Health & Well-Being Institute
Wisconsin 4-H
Community Development
Natural Resources
Families & Finances
Agriculture
Positive Youth Development
Great Lakes Rural Opioid Technical Assistance Regional Center (ROTA-RC)

Products and services

4-H Youth Development Wisconsin 4-H provides youth development programming through clubs, camps, and community-based learning experiences focused on leadership, citizenship, and life skills for Wisconsin youth.
Mental Health First Aid
FoodWIse
Covering Wisconsin
StrongBodies
WeCOPE
Learning to BREATHE
Wisconsin Master Naturalist
AnswerLine
Great Lakes Rural Opioid Technical Assistance Regional Center (ROTA-RC)
Agriculture and Agricultural Education
Community Development
Families & Finances
Health & Well-Being Institute
Natural Resources
Positive Youth Development
Curriculum Jams

Quantifiable outcome

903 people trained as Mental Health First Aiders in 2023
+3 more outcomes

Companies that use University of Wisconsin-Madison Division of Extension

Customer profile

Named customers2 records

Segments1 record

Ideal customer profiles5 records

University of Wisconsin-Madison Division of Extension technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

University of Wisconsin-Madison Division of Extension partnerships and signals

Strategic signal

Partnerships

Nine partnerships are on record, tiered core and minor.

Wisconsin Public Service CommissioncoreStrategic or Co-development Partner · 2 April 2026Extension released a case study documenting Door County's broadband expansion initiative. Awarded Internet Service Providers are finalizing contracts with the Wisconsin Public Service Commission for broadband infrastructure projects.
Climate Generation (CG)minorStrategic or Co-development PartnerClimate Generation developed the Healthy Habitats: Climate Change Action for K-2 curriculum. Extension provides access to the curriculum through its Positive Youth Development program. Note: CG closed its doors in 2026.
Wisconsin Humanities and Community PoweredcoreStrategic or Co-development PartnerProject funded through NEH's United We Stand: Connecting Through Culture initiative. Worked with community collaborators to train youth to facilitate multi-generational community conversations around hate-based violence and extremism.
National Council for Mental Well-BeingcoreStrategic or Co-development PartnerMental Health First Aid is a program of the National Council for Mental Wellbeing. Brought to the United States in 2008 to make mental health first aid as common as physical first aid and CPR. Extension is a certified training provider.
Iowa State University Extension and OutreachminorStrategic or Co-development PartnerPartnership to provide AnswerLine, where Wisconsin residents can call for trusted, research-based help with canning, freezing, and drying food.
McBurney Disability Resource Center at UW-MadisoncoreStrategic or Co-development PartnerDivision of Extension partners with McBurney Disability Resource Center to evaluate and respond to requests for disability accommodation, following an interactive, confidential, and individualized process in accordance with the Americans with Disabilities Act.
University of Illinois-Extension, Purdue University Extension, Michigan State University Extension, University of Minnesota Extension, Ohio State University ExtensioncoreStrategic or Co-development PartnerGreat Lakes ROTA-RC is a partnership between these land-grant university extensions led by UW-Madison Extension. Funded by SAMHSA to address opioid and stimulant use affecting rural communities in Health and Human Services Region 5.
Washington State Governor's Office of the Education OmbudsminorStrategic or Co-development PartnerExtension's Positive Youth Development program recommends the One Out of Five: Disability History and Pride Project curriculum developed by Washington's Office of Education Ombuds for disability awareness training.
Changing Perspectives NowminorChannel Partner/ Reseller/ DistributorExtension provides access to the Changing Perspectives Now Educator Portal, a subscription-based database with 300+ resources on social-emotional learning and disabilities. WI educators can gain access by contacting Monica Lobenstein.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

University of Wisconsin-Madison Division of Extension competitors and assessment

Company assessment

Direct peers

Penn State Extension: Large public-university extension providing research-based education in agriculture, health, 4-H youth development, and natural resources across Pennsylvania, structurally and operationally comparable to UW-Madison Extension.
Cornell Cooperative Extension: Land-grant extension associated with Cornell University delivering agriculture, nutrition, 4-H youth, and community development programming through a county association model, closely comparable in mission and structure.
Texas A&M AgriLife Extension Service: One of the largest U.S. land-grant extensions, providing 4-H, agriculture, family and community health, and community development programming through a statewide county agent network, comparable in breadth and research-backed model.
Michigan State University Extension: Partner in the Great Lakes ROTA-RC consortium; operates the same land-grant extension model across agriculture, health, and youth development with county-level presence, making it a near-identical peer.
University of Minnesota Extension: Great Lakes ROTA-RC partner; large land-grant extension providing agriculture, food, youth, family, and community development programming with county and regional offices, directly analogous in scope and model.
University of Illinois Extension: Great Lakes ROTA-RC partner; comparable public-university extension covering agriculture, family and consumer sciences, 4-H youth development, and community health with unit-based regional delivery.
Iowa State University Extension and Outreach: Land-grant university extension that already partners with UW-Madison Extension on the AnswerLine food-safety helpline; directly comparable in mission (community education across agriculture, families, youth) and 4-H delivery model.
Ohio State University Extension: Great Lakes ROTA-RC partner; land-grant extension offering 4-H, agriculture and natural resources, family and consumer sciences, and community development with a statewide county office network.
Purdue University Extension: Great Lakes ROTA-RC partner; land-grant extension offering equivalent agriculture, health and well-being, and 4-H programs with county educator networks, structurally the same as UW-Madison Extension.

Broad incumbents

National 4-H Council: National private nonprofit that supports the 4-H youth development program operated at the state level by Cooperative Extension systems including UW-Madison Extension, providing shared curriculum, branding, and national partnership pipelines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

University of Wisconsin-Madison Division of Extension financial estimates

Financial estimate

Revenue estimate

Valuation estimate

University of Wisconsin-Madison Division of Extension leadership team

Management profile

Number of profiles

Profiles7 records

University of Wisconsin-Madison Division of Extension funding detail

Funding detail

Funding overview

Funding rounds1 record

Investors1 record

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

University of Wisconsin-Madison Division of Extension M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about University of Wisconsin-Madison Division of Extension

What does University of Wisconsin-Madison Division of Extension do?

Is University of Wisconsin-Madison Division of Extension a public or private company?

University of Wisconsin-Madison Division of Extension is a private company. It is classified as state government owned and is currently operating.

When was University of Wisconsin-Madison Division of Extension founded?

University of Wisconsin-Madison Division of Extension was founded in 1913. It employs 501 to 1,000 people.

Where is University of Wisconsin-Madison Division of Extension based?

University of Wisconsin-Madison Division of Extension is headquartered in Madison, United States, in the North America region.

How does University of Wisconsin-Madison Division of Extension make money?

Two revenue lines are on record. Public Funding and Government Grants are the primary driver. The others are training Session Fees.

Who are University of Wisconsin-Madison Division of Extension's main competitors?

Direct peers on record are Penn State Extension, Cornell Cooperative Extension, Texas A&M AgriLife Extension Service, Michigan State University Extension, University of Minnesota Extension, University of Illinois Extension, Iowa State University Extension and Outreach, Ohio State University Extension and Purdue University Extension. National 4-H Council is listed as a broad incumbent.

Does University of Wisconsin-Madison Division of Extension have an API?

No public API is recorded for University of Wisconsin-Madison Division of Extension.

What industry is University of Wisconsin-Madison Division of Extension in?

University of Wisconsin-Madison Division of Extension's product category is University Extension Education Services. Its primary akta.pro industry code is EDAKAAAG, Special Education Vocational & Transition Programs (18–22), with a secondary code of EDAKANAG, Independent Living Skills Training (ADLs/IADLs). Its NAICS code is 611 and its SIC code is 8200.