Square Roots
Square Roots is a New York-based, mission-driven company that builds coalitions of cities, healthcare institutions, and global football organizations to develop and deploy standardized maternal-health protocols and platforms. It serves expectant mothers indirectly via city governments, academic research partners, and sports-driven distribution networks rather than through consumer products.
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Square Roots does
Square Roots is a privately held, mission-driven company founded in 2015 in New York that positions maternal health as the lever for human longevity and societal resilience. The company does not sell a consumer product in the traditional sense; instead it operates a coalition-and-protocol platform that mobilizes cities, healthcare institutions, academic researchers, religious networks, and global football organizations around standardized maternal care frameworks. Its core products include BIRTH 40 (a US coalition of cities improving birth outcomes, anchored by a four-year, $4.15M commitment), BIRTHMARK (a national pregnancy-support platform launched with the City of Miami in 2017), and FC Mother (a football-powered distribution platform launched in 2022 following the FIFA World Cup, paired with the ASSISTS Protocol signed at the House of Lords and the "World Cup of Healing" initiative targeting 5 billion football fans and 4,500 clubs by 2034).
The business model is unusual and largely non-transactional to date: the BIRTH 40 commitment flows from Square Roots to member cities rather than the reverse; disclosed revenue streams comprise coalition membership/access, research partnerships with academic and healthcare institutions (Harvard, NASA, Boston Children's Hospital, Ariadne Labs), and an affiliate-style "Birth Bonds" health financing program developed with Every Mother Counts. The company monetizes through institutional partnerships, joint ventures (with the Sports Doctors Network, World Football Summit, and Omya), and a recently introduced longevity-outcome funding mechanism ("Life Years") rather than through product sales or licensing fees.
Square Roots is staffed by 1–10 employees and is led by founder/CEO Morad Fareed (formerly founder of Delos, the WELL Buildings unicorn), alongside co-founder Richard Gephardt (former US House Majority Leader), and co-chairs Olympia Snowe (former US Senator) and Dr. Judith Palfrey (Boston Children's Hospital). Its differentiation rests on a proprietary ecosystem spanning health, science, capital, impact, data, policy, and football — with credentialing assets including the first maternal-health resolution passed at the US Conference of Mayors in 83 years and peer-reviewed ASSISTS Protocol validation published in the Early Childhood Matters journal in 2026.
Square Roots firmographics
Firmographics- Name
- Square Roots
- Legal name
- Square Roots, LLC
- Website
- https://squareroots.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Square Roots is a New York-based, mission-driven company that builds coalitions of cities, healthcare institutions, and global football organizations to develop and deploy standardized maternal-health protocols and platforms. It serves expectant mothers indirectly via city governments, academic research partners, and sports-driven distribution networks rather than through consumer products.
- Ownership category
- akta.pro rank
Square Roots industry classification
Industry- Product category
- Maternal Health Programs
- NAICS
- Social Advocacy Organizations (8133), Civic and Social Organizations (81341)
- SIC
- International Affairs (9721)
- akta.pro primary industry
- Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG)
- akta.pro secondary industries
- International & Local Implementing NGOs (HLAJAKAD), Smart Cities & Urban Innovation Programs (Digital Planning, Civic Tech for Cities) (BPAIANAJ)
Keywords
Where Square Roots is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Square Roots business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Coalition Membership and Platform Access: BIRTH 40 coalition provides member cities access to the Square Roots BIRTH platform, custom birth plan system, leading research, and cross-city collaboration for a four-year, $4.15 million commitment.
- Research Partnerships: Collaborations with academic and healthcare institutions for maternal health research, white papers, and protocol development.
- Birth Bonds Initiative: Health financing program developed with Every Mother Counts to invest in community health workers and reduce disparities in birth outcomes.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Square Roots product offering
Product offeringCore offering
Square Roots is a mission-driven company that builds maternal health ecosystems by uniting cities, healthcare institutions, and global football organizations. It operates coalition-based programs (BIRTH 40, BIRTHMARK Cities) and proprietary platforms (FC Mother, BIRTH platform) that deliver pregnancy wellness protocols, research-backed care frameworks, and cross-city collaboration to improve birth outcomes.
Product overview
Square Roots is a mission-driven company focused on maternal health, offering a multi-product ecosystem. The core offerings include BIRTHMARK® (first national platform to support pregnancy), FC Mother (football-powered social solution for mothers' health), and BIRTH 40™ (coalition of cities improving birth). The company also developed the BIRTH™ Platform with custom birth plan systems, and acquired Fitzgerald Analytics to build a Data Science + Knowledge Center for maternal health research. The products work together through city coalitions and partnerships with healthcare providers, football organizations, and research institutions to improve maternal and infant health outcomes.
Differentiator
Problem solved
Functional benefit
Brands
- FC Mother: Football-powered distribution platform for maternal health, established at FIFA World Cup 2022, designed to engage global football fans and clubs in a healing movement for mothers.
- BIRTH 40
- BIRTHMARK
- World Cup of Healing
Products and services
- BIRTHMARK® The first national platform to support pregnancy, connected by a coalition of cities called BIRTHMARK Cities. Combines educational programming with direct stakeholder engagement to help expectant mothers reduce stress and improve health outcomes.
- FC Mother A football-powered social solution to Mothers' health that transforms the power of global football into a global healing movement. Features the ASSISTS Protocol validated in the Early Childhood Matters journal.
- BIRTH 40™ The Coalition of Cities Improving Birth in the United States. A four-year initiative providing member cities access to the Square Roots BIRTH platform, custom birth plan system, leading research, and cross-city collaboration.
- World Cup of Healing Global competition for Mothers' health launched through FC Mother, aiming to engage 5 billion football fans and 4,500 clubs by 2034, enrolling 54 World Cup Host Cities in a health, well-being and longevity platform.
Quantifiable outcome
- Three global impact records confirmed in Early Childhood Matters journal for FC Mother protocol validation
- +3 more outcomes
Companies that use Square Roots
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
Square Roots technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Square Roots partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- FIFA World Cup 2026 Monterrey Host CommitteecoreFC Mother and the Monterrey Host Committee for FIFA World Cup 2026 launch legacy partnership to break world records of support actions for Mothers and health impact by a sporting event.
- World Football Summit (WFS)coreFC Mother and World Football Summit formed Joint Venture to create 'Health, Well-being and Longevity' platform within football and enroll 54 World Cup Host Cities in the 'World Cup of Healing'.
- OmyacoreFC Mother and Omya announced joint venture to fund gains in healthy longevity 'Life Years' through the World Cup of Healing. Unveiled at World Football Summit prior to FIFA Club World Cup.
- Sports Doctors Network (SDN)coreThe Sports Doctors Network, led by Dr. Niko Mihic of Real Madrid, representing the top-10 football clubs in Europe (Real Madrid, AC Milan, Manchester United, Arsenal, Monaco, Benfica, Atletico Madrid, Bayer Leverkusen, FC Utrecht), convened with FC Mother at the House of Lords for ASSISTS Protocol signing. 10-year joint venture to engage 5 billion fans and 4,500 clubs by 2034.
- Pelé FoundationcoreFC Mother and the Pelé Foundation established a partnership to introduce a new football-powered protocol for Mothers' health in Brazil, in honor of Dona Celeste, the 'Mother of Football'.
- Harvard T.H. Chan School of Public HealthcoreCollaborated on white paper 'Improving Global Health Through Better Maternal Environments'. Created endowed Dr. Nabiel and Wesam Fareed Family Financial Aid Fund for maternal health studies.
- Harvard Medical SchoolcoreHealth ecosystem partner with multiple faculty members contributing to Square Roots initiatives.
- Columbia University Irving Medical CentercoreHealth ecosystem partner including research collaboration with Dr. Catherine Monk on stress during pregnancy.
- Brigham and Women's HospitalcoreHealth ecosystem partner with Dr. Terrie Inder leading neonatal research and Dr. Neel Shah at Ariadne Labs.
- NASA (Human Health & Performance Lab)coreResearch project at NASA's Lyndon B. Johnson Space Center examining how induced stress affects metabolism during pregnancy.
- Smithsonian InstitutioncoreScience ecosystem partner for maternal health research and advocacy.
- Humanity 2.0 Lab (Vatican)coreProprietary lab established at the Vatican under Pope Francis for maternal health research. First Humanity 2.0 Forum held 2018 with global leaders.
- Clinton Global InitiativecoreImpact ecosystem partner, with Square Roots making Commitment to Action at CGI America.
- Vatican Dicastery for Promoting Integral Human DevelopmentcoreImpact ecosystem partner leveraging religious network in 195 countries for maternal health training.
- President's Trust Foundation (Malta)coreMOU signed to pilot maternal health initiatives, making Malta first country to qualify as participating member of Humanity 2.0 platform.
- United States Conference of MayorscorePassed first resolution on Mothers' health in 83 years with support from 1,300 American mayors in 2015.
- Ariadne LabscoreResearch partnership with Harvard/Brigham and Women's to educate women on quality of care options including facility-level cesarean section rates.
- Every Mother CountscorePartnership to develop the first 'Birth Bonds' health financing program investing in community health workers to reduce birth disparities.
- City of Natchez, MississippicoreBIRTH 40 coalition member; Square Roots partners to build free prenatal center addressing city's infant and maternal health crisis.
- City of MiamicoreFirst BIRTHMARK Cities partner launching inaugural BIRTHMARK Day and pregnancy wellness initiatives.
- Urban Zen FoundationminorPartnership with Donna Karan's Urban Zen for wellness in pregnancy program including therapeutic yoga, Reiki, and meditation.
Scale indicators7 records
Recent moves6 records
Expansion highlights7 records
Square Roots competitors and assessment
Company assessmentPeers
Direct peers
- Every Mother Counts: Founded by Christy Turlington Burns, Every Mother Counts is a leading non-profit focused on improving maternal health outcomes globally through grants, advocacy, and the Birth Bonds financing program. It is an existing Square Roots partner (Birth Bonds) and operates a near-identical mission around pregnancy support, community health workers, and maternal health equity.
- March of Dimes: March of Dimes is a long-established US nonprofit leading the fight for the health of all moms and babies through research, advocacy, and community programs. Directly comparable as a maternal-infant health advocacy and research organization operating coalition-style programs in the US.
- White Ribbon Alliance: An international coalition advocating for reproductive and maternal health rights, with member alliances in numerous countries. Comparable as a global maternal-health advocacy organization focused on citizen-led coalitions and policy change, aligning with Square Roots' coalition model.
- Merck for Mothers: Merck's $500M global initiative to end preventable maternal deaths, partnering with governments, NGOs, and healthcare providers in over 50 countries. Comparable as a large-scale, multi-stakeholder maternal health initiative combining funding, partnerships, and country-level program delivery.
- Ariadne Labs: Joint Harvard/Brigham and Women's innovation center focused on health system delivery science, including major maternal health initiatives on cesarean section rates and pregnancy care quality. Already a Square Roots partner (research) and a directly comparable peer in protocol-driven maternal health quality improvement.
Broad incumbents
- Bill & Melinda Gates Foundation (Maternal & Child Health programs): The Gates Foundation runs one of the world's largest maternal, newborn, and child health funding portfolios globally. Comparable as a capital-rich incumbent in the MNCAH space that influences policy, research, and country-level interventions Square Roots seeks to support.
- UNICEF (Maternal, Newborn & Child Health): UN agency running global MNCAH programs across 190+ countries with significant funding, country offices, and government partnerships. Comparable as a broader incumbent in the same mission space Square Roots targets, with overlapping goals around pregnancy wellness, neonatal care, and maternal mortality reduction.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Square Roots social profiles
Digital presenceSquare Roots compliance and trust
Trust signalCompliance1 record
Square Roots financial estimates
Financial estimateRevenue estimate
Valuation estimate
Square Roots leadership team
Management profileNumber of profiles
Profiles5 records
Square Roots subsidiaries and ownership
Company hierarchySubsidiaries1 record
Square Roots funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Square Roots 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 Square Roots
What does Square Roots do?
Square Roots is a mission-driven company that builds maternal health ecosystems by uniting cities, healthcare institutions, and global football organizations. It operates coalition-based programs (BIRTH 40, BIRTHMARK Cities) and proprietary platforms (FC Mother, BIRTH platform) that deliver pregnancy wellness protocols, research-backed care frameworks, and cross-city collaboration to improve birth outcomes.
Is Square Roots a public or private company?
Square Roots is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Square Roots founded?
Square Roots was founded in 2015. It employs 1 to 10 people.
Where is Square Roots based?
Square Roots is headquartered in New York, United States, in the North America region.
How does Square Roots make money?
Three revenue lines are on record. Coalition Membership and Platform Access are the primary driver. The others are research Partnerships and birth Bonds Initiative.
Who are Square Roots's main competitors?
Humanity 2.0 (Vatican initiative) is listed as a peer. Direct peers are Every Mother Counts, March of Dimes, White Ribbon Alliance, Merck for Mothers and Ariadne Labs. Broad incumbents are Bill & Melinda Gates Foundation (Maternal & Child Health programs) and UNICEF (Maternal, Newborn & Child Health).
Does Square Roots have an API?
No public API is recorded for Square Roots.
What industry is Square Roots in?
Square Roots's product category is Maternal Health Programs. Its primary akta.pro industry code is HLAJAKAG, Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs, with a secondary code of HLAJAKAD, International & Local Implementing NGOs. Its NAICS code is 8133 and its SIC code is 9721.