Leading The Way

What Leading The Way does

Leading The Way is a U.S.-headquartered, donation-funded evangelical Christian ministry founded in 1988 by Dr. Michael Youssef that distributes biblically-based teaching across a multi-platform content ecosystem spanning radio, satellite television, mobile applications, podcasts, printed materials, and field-team-driven personal ministry. Its core product surface includes the KINGDOM SAT 24/7 satellite TV channel, the solar-powered Navigator audio device, the LTW Mobile App, the MY Devotional and Candid Conversations podcasts, the MY Journal devotional magazine, and — launched in 2025 — the MY Faith Assistant AI tool. Operations are anchored in the U.S. (Atlanta, Georgia headquarters) with a regional Australian entity in Penrith, New South Wales, and broadcasting reach across 28 languages and 6 continents via 18,000+ weekly radio and TV broadcasts.

The ministry's distribution model combines traditional broadcast syndication with digital and on-the-ground engagement; Field Teams provide personal follow-up, counseling, and discipleship to broadcast viewers, with approximately 100,000 messages handled annually from Middle East viewers and ~2,000 people receiving ministry each month. Geographic emphasis falls on three theaters articulated by The Open Door Campaign (2024): the Western World, the Muslim-majority Middle East and North Africa (where 260M+ households have access to KINGDOM SAT and ~60% of viewers are Muslim), and remote villages reached through Navigator devices in 65 countries.

Revenue is generated entirely through tax-deductible charitable donations: monthly recurring Frontline Mission Partners, one-time and planned gifts, and the Cornerstone Partners legacy giving program, supplemented by donation-gated resource distribution. The organization is accredited by the Evangelical Council for Financial Accountability (ECFA) and a member of the National Religious Broadcasters (NRB), with Australian operations registered with the ACNC and endorsed as a Deductible Gift Recipient. Financial statements are audited annually; revenue is not publicly disclosed.

Name

Leading The Way

Legal name

Leading The Way with Dr. Michael Youssef Australia Limited

Website

https://au.ltw.org

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

11–50 employees

Short description

Leading The Way is a donation-funded Christian ministry founded in 1988 by Dr. Michael Youssef that distributes biblical teaching across satellite TV, radio, mobile apps, podcasts, solar-powered audio devices, and AI tools, reaching audiences in 28 languages across 6 continents including 260M+ Muslim-world households.

Ownership category

akta.pro rank

Product category

Religious Ministry & Broadcasting

NAICS

Religious Organizations (8131), Broadcasting and Content Providers (516), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

SIC

Communications Services, Nec (4899)

akta.pro primary industry

Christian Broadcasting (TV & Radio) (MPABALAA)

akta.pro secondary industries

International Religious/Faith-Based Broadcasters (MPABAEAH), Religious Nonfiction & Theology Publishing (Apologetics, Doctrine, Ethics) (MPAJAHAG), Denominational & Community Periodicals (Church Magazines, Diocesan/Temple Newsletters) (MPAJAHAI), Religious Education & Catechetical Publishing (Sunday School, Catechism, Study Guides) (MPAJAHAC)

Keywords

• Christian ministry
• Religious broadcasting
• Biblical teaching
• Multimedia evangelism
• Faith-based media

Headquarters

HQ city

Penrith

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: The ministry operates primarily through tax-deductible donations from individual ministry partners. Dr. Michael Youssef receives no compensation from Leading The Way. The ministry is registered as a charity in multiple countries (ACNC in Australia, ECFA accredited in the US).
2. Resource Sales (Books, Booklets, Publications): Sale of Dr. Michael Youssef's books, devotionals, and Christian resources through the online store. Titles include 'Saving Christianity?', 'The Daily Way 365-Day Devotional', 'My Refuge My Strength', 'An Unholy Alliance', and more.
3. Planned Giving (Legacy Gifts): Bequest and legacy gift program through the Cornerstone Partners initiative, allowing donors to make substantial gifts that benefit the ministry across generations.
4. Frontline Mission Partners (Monthly Giving): Monthly recurring donation program where partners commit to regular giving to support ongoing ministry operations and evangelism efforts globally.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels10 records

Core offering

Leading The Way is a global Christian ministry that proclaims biblical teaching through multi-platform media distribution including radio, satellite TV, mobile apps, podcasts, daily/weekly video and audio programs, devotionals, and solar-powered audio devices. The organization distributes Dr. Michael Youssef's teachings in 28 languages across 6 continents, supplemented by Field Teams providing personal discipleship, evangelistic celebrations, prayer mobilization through AWAKE America, and the AI-powered MY Faith Assistant tool for personalized faith Q&A.

Product overview

Leading The Way is a global Christian ministry offering a multi-platform content ecosystem centered on Dr. Michael Youssef's Biblical teaching. The core product portfolio includes the AI-powered MY Faith Assistant (Truth AI) for personalized faith Q&A, the solar-powered Navigator audio device for remote evangelism, and the KINGDOM SAT 24/7 satellite TV channel reaching restricted regions. Content is distributed through the LTW Mobile App, MY Devotional Podcast, Candid Conversations Podcast, daily/weekly programs, online worship services, and MY Journal magazine. The ministry also operates AWAKE America (prayer movement with dedicated app), Evangelistic Celebrations, and Field Teams for on-ground ministry. Books, devotionals, and digital resources complement the offering. The organization broadcasts in 28 languages across 6 continents, reaching 18,000+ times per week.

Differentiator

Problem solved

Functional benefit

Brands

• THE KINGDOM SAT: 24/7 satellite TV channel broadcasting Biblical Truth to restricted regions and Muslim-majority countries
• AWAKE America
• Candid Conversations Podcast
• MY Devotional
• Navigator
• MY Faith Assistant
• MY Journal
• Finding True Peace

Products and services

• MY Faith Assistant A first-of-its-kind AI-powered digital tool built to help users grow in their relationship with Jesus by providing personalized answers to faith questions instantly, trained on the Bible and Dr. Youssef's teachings. For individual believers and seekers.
• Navigator Solar-Powered Audio Device Solar-powered 'pocket missionary' audio device loaded with the audio New Testament and 150 of Dr. Youssef's teaching programs in multiple languages, designed to reach remote regions, the visually impaired, and persecuted believers.
• KINGDOM SAT TV Channel 24/7 satellite television channel broadcasting biblical truth into restricted regions including the Middle East and North Africa, with Arabic, French, and English programming designed to evangelize Muslim audiences. Reaches 260M+ households.
• LTW Mobile App Mobile application connecting users with Biblically-based teaching from Dr. Youssef, including sermons, devotionals, worship services, and prayer tools. Available on iOS, Android, and Amazon platforms.
• MY Devotional Podcast Daily devotional podcast featuring Dr. Michael Youssef's daily devotionals in audio format (5 minutes or less), providing Biblical encouragement to listeners.
• Candid Conversations Podcast Podcast hosted by Dr. Jonathan Youssef providing tough questions, powerful stories, and real faith conversations about Christ and culture, targeting a new generation.
• Worship Online Sunday worship services with Dr. Michael Youssef broadcast online every Sunday at 10:30 AM ET for individual viewers worldwide.
• MY Journal Magazine Monthly devotional magazine from Dr. Michael Youssef available by subscription, providing ongoing Biblical encouragement.
• Daily Program Daily audio program featuring Dr. Youssef's teaching to help listeners grow in God's Word, available through radio, podcast platforms, and app.
• Weekly Program Weekly video program featuring Dr. Youssef's teaching to help deepen viewers' faith, broadcast through TV, satellite, and online platforms.
• AWAKE America Movement National prayer movement and city-wide rallies to revitalize the Church and awaken the nation to Christ, including prayer alerts, guided prayers, and live prayer meetings.
• Evangelistic Celebrations City-wide evangelistic events with Dr. Youssef preaching, worship, and personal ministry. Six Celebrations held across three continents with approximately 50,000 in attendance and 10,000 decisions for Christ.
• AWAKE America App Mobile app for Dr. Youssef's national prayer movement providing timely prayer alerts, guided prayers, and access to LIVE prayer meetings for individual Christians.
• Finding True Peace Evangelistic project providing answers about the Christian faith and connecting seekers with pastoral teams for those exploring Christianity.
• Field Teams Ministry Biblically-trained counselors and field teams engaging in on-the-ground evangelism, discipleship, and follow-up with viewers and listeners globally, including in restricted regions and Muslim-majority countries.

Quantifiable outcome

• 260M+ households in Muslim world reached through KINGDOM SAT
• +5 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability4 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MegaVoicecoreTechnology or IntegrationPartnership with MegaVoice to create the solar-powered Navigator audio device, enabling the ministry to reach remote areas with God's Word. First Navigators shipped to Albania and Indonesia.
• The Church of The ApostlescoreStrategic or Co-development PartnerFounding church of the ministry in Atlanta, Georgia. Dr. Youssef founded the church in 1987 with fewer than 40 adults, growing to over 3,000 members. The church served as the launching pad for Leading The Way's international ministry.
• The Haggai InstituteminorStrategic or Co-development PartnerDuring his time in America (1977-1984), Dr. Youssef worked for the Haggai Institute training pastors and church leaders for cross-cultural ministry.
• In-Country Field PartnerscoreChannel Partner/ Reseller/ DistributorStrategic partnerships with local organizations and individuals in-country to distribute Navigators, make home visits to listeners, and facilitate field ministry operations in restricted regions.
• AWAKE AmericacoreStrategic or Co-development PartnerAffiliate organization and prayer movement mobilizing Bible-believing Christians across America to pray for a Third Great Awakening. City-wide rallies held in major US cities.
• Finding True PeaceminorChannel Partner/ Reseller/ DistributorAffiliate organization providing evangelistic content and resources for sharing the Gospel and connecting seekers with pastoral care teams.
• LTWGlobal.orgcoreChannel Partner/ Reseller/ DistributorGlobal website platform providing Dr. Youssef's teachings in Arabic and dozens of other languages for international audiences seeking biblical truth.
• KINGDOM SAT TV PartnerscoreChannel Partner/ Reseller/ DistributorSatellite and cable distribution partnerships enabling 24/7 KINGDOM SAT programming to reach 260M+ households in the Muslim world including closed countries.
• Far East Broadcasting CompanyminorChannel Partner/ Reseller/ DistributorInternational broadcasting partner through which Dr. Youssef preached to crowds in South Korea, including at Nonsan Army Training Center where 1,000 soldiers surrendered their lives to Christ.

Scale indicators16 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• CBN (Christian Broadcasting Network): Founded by Pat Robertson in 1960, CBN operates the 700 Club and CBN News, broadcasting biblical teaching and Christian content via TV, cable, satellite, and digital platforms globally. Directly comparable as a large-scale Christian TV and media broadcasting ministry with international satellite reach.
• EWTN (Eternal Word Television Network): The world's largest Catholic media network, broadcasting 24/7 religious content via satellite TV, radio, and digital channels in multiple languages to over 290 million households. Comparable as a global, multi-language, satellite-distributed religious broadcasting ministry.
• TWR (Trans World Radio): One of the world's largest Christian media organizations, broadcasting in 300+ languages via radio, satellite, and digital platforms with a focus on unreached and restricted regions. Comparable in global multi-language religious broadcasting, especially into restricted access areas.
• Moody Radio: Operated by Moody Bible Institute, Moody Radio broadcasts Bible teaching, Christian music, and educational programming across 70+ stations plus digital platforms. Comparable as a long-standing evangelical radio and digital broadcasting ministry producing original biblical teaching content.
• Focus on the Family: Christian media and resource organization broadcasting biblical teaching, family content, and devotionals via radio (broadcast in 150+ countries), podcasts, magazines, and digital platforms. Comparable as a multi-platform evangelical media ministry with radio distribution and theological content.
• Trinity Broadcasting Network (TBN): The world's largest Christian television network, operating 24/7 faith and family programming across multiple global feeds via satellite, cable, and digital platforms. Comparable as a 24/7 satellite-delivered Christian broadcasting ministry with international household reach.
• Back to the Bible: Long-running international Christian ministry broadcasting Bible teaching via radio, podcasts, and digital channels in 60+ languages. Comparable as a multi-language, multi-platform Bible-teaching broadcasting ministry with a 20th-century radio origin story.

Broad incumbents

• Salem Communications: US-based commercial broadcaster operating a portfolio of Christian and conservative talk radio stations plus digital media properties. Comparable as a larger, multi-channel Christian and faith-based media organization with both broadcast and digital distribution.
• Cru (formerly Campus Crusade for Christ): Global interdenominational Christian ministry with extensive media, training, and field-team operations across 190+ countries. Comparable as a large, multi-platform evangelical organization combining content production, digital distribution, and on-the-ground field teams.

Emerging players

• GFA World: Mission organization producing radio broadcasts, Gospel literature, and solar-powered audio Bible distribution into South Asia, Africa, and restricted regions. Comparable in the solar-powered audio device distribution model and restricted-region evangelism approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/follow
• YouTubeyoutube.com/@leadingtheway
• Facebookfacebook.com/leadingtheway.org
• Instagraminstagram.com/ltworg

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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 Leading The Way