Wisconsin Lutheran College

What Wisconsin Lutheran College does

Wisconsin Lutheran College is a private, nonprofit 501(c)(3) Christian liberal arts college founded in 1973 in Milwaukee, Wisconsin, and affiliated with the Wisconsin Evangelical Lutheran Synod (WELS). The institution serves approximately 1,053 students, including 965 traditional undergraduates drawn from 31 states and 4 foreign countries and a smaller graduate cohort, across 45+ undergraduate majors, 14 dual-degree pre-professional pathways, and 6 master's degree programs. Its academic portfolio spans two colleges (Health and Natural Sciences; Professional Studies and Humanities), with signature offerings including nursing, business, education, computer science, and an AI Literacy minor; NCAA Division III athletics with 19 sports plus Esports; and faith-integrated general education rooted in a Lutheran Christian framework.

The college operates primarily through tuition, room and board (72% of undergraduates live on campus), and auxiliary revenue streams including summer youth camps, facility rentals, and philanthropic donations managed by the Office of Development. Technology infrastructure is built on third-party SaaS: Canvas LMS for course delivery, TOPCAT (via SWITCH consortium) for library resources, the myWLC student portal, and a 360-degree Mass Interactive virtual tour. Pricing is not publicly disclosed; financial aid is awarded to 100% of full-time undergraduates, and a Net Price Calculator is provided.

The go-to-market model is admissions-driven, combining direct-to-consumer recruitment (digital channels, campus visits, high school partnerships) with community-led partnerships through dual-degree articulation agreements with 14 partner institutions including UW-Milwaukee, Marquette Law, LECOM, Washington University, Rosalind Franklin, and Rush. Distribution is regional (primarily the Midwest, anchored in Milwaukee) with students drawn nationally. The college is led by President Daniel W. Johnson (inaugurated 2009) and a Board of Regents, with revenue from tuition, residential fees, donations, and ancillary services.

Name

Wisconsin Lutheran College

Legal name

Wisconsin Lutheran College

Website

https://wlc.edu

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

101–250 employees

Short description

Wisconsin Lutheran College is a private, nonprofit Christian liberal arts college in Milwaukee serving approximately 1,053 undergraduate and graduate students through 45+ majors, 14 dual-degree pre-professional partnerships, and 6 master's programs, with a faith-integrated curriculum and 72% residential student body.

Ownership category

akta.pro rank

Product category

Private Higher Education (Christian Liberal Arts College)

NAICS

Colleges, Universities, and Professional Schools (6113), Colleges, Universities, and Professional Schools (611310), Colleges, Universities, and Professional Schools (61131)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Religiously Affiliated Liberal Arts Colleges (EDAHACAF)

akta.pro secondary industry

Residential Liberal Arts Colleges (EDAHACAH)

Keywords

• Private higher education
• Liberal arts college
• Undergraduate degree programs
• Graduate education programs
• Residential college education

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tuition and Fees: Revenue from undergraduate and graduate tuition, including full-time and part-time enrollment. Financial aid awarded to 100% of full-time undergraduates.
2. Room and Board: On-campus housing and dining services revenue; 72% of undergraduates live on campus in residence halls ranked among best in the country
3. Summer Camps and Programs: Revenue from youth camps including summer science camps (Evidence Academy, Pathways to Care) and athletic camps and clinics
4. Donations and Development: Philanthropic contributions through annual fund, major gifts, and planned giving managed by Office of Development
5. Facilities Rentals and Events: Revenue from external venue rentals, conference services, and event facilities including Center for Arts and Performance

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Wisconsin Lutheran College is a private, nonprofit Christian liberal arts college that offers bachelor's degree programs across more than 45 majors and minors and six master's degree programs (M.A.Ed., M.S. in Professional Counseling, M.S. in Sport and Recreation Management), supported by on-campus housing, NCAA Division III athletics, study abroad, and 14 dual-degree partnerships with medical, law, and engineering schools. The college also generates ancillary revenue through summer youth camps, conference and event venue rentals, and philanthropic donations.

Product overview

Wisconsin Lutheran College offers a comprehensive higher education portfolio centered on undergraduate liberal arts education and select graduate programs. The institution provides traditional on-campus bachelor's degree programs across more than 35 majors and minors, supplemented by graduate degrees including Master of Arts in Education (offered online and hybrid), Master of Science in Professional Counseling, and Master of Science in Sport and Recreation Management. The portfolio includes 14 dual-degree partnerships with medical and professional schools enabling accelerated pathways to advanced degrees. Summer session courses provide accelerated, affordable options for credit recovery or acceleration. The institution's Christian identity shapes all academic offerings through its General Education curriculum emphasizing Christian vocation.

Differentiator

Problem solved

Functional benefit

Products and services

• Undergraduate Academic Programs
• Master of Arts in Education (M.A.Ed.)
• Master of Science in Professional Counseling
• Master of Science in Sport and Recreation Management
• Dual-Degree Programs
• Conference and Event Venue Rentals

Quantifiable outcome

• 100% of full-time undergraduates awarded financial aid
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

18 partnerships are on record, tiered core and minor.

• University of Wisconsin-Milwaukee (UWM)coreStrategic or Co-development PartnerDual-degree partnerships for Athletic Training (3+2 BS + MSAT) and Engineering (3+2 or 2+3 BS Physics + Engineering degree) allowing students to complete bachelor's at WLC and professional degrees at UWM in shortened timeframes
• Palmer College of ChiropracticcoreStrategic or Co-development PartnerChiropractic dual-degree program (6+ years) allowing students to earn bachelor's from WLC and Doctor of Chiropractic from Palmer College
• Lake Erie College of Osteopathic Medicine (LECOM)coreStrategic or Co-development PartnerEarly acceptance programs for Dentistry (DMD) and Osteopathic Medicine (DO) enabling qualified students to secure admission to professional programs
• Carroll UniversitycoreStrategic or Co-development PartnerExercise Physiology dual-degree (5-year BS + MS) allowing WLC students to earn bachelor's in Sport and Exercise Science and Master's in Exercise Physiology from Carroll
• Marquette University Law SchoolcoreStrategic or Co-development Partner3+3 dual-degree program for law (Juris Doctor) allowing students to complete bachelor's at WLC and JD at Marquette in 6 years instead of 7
• Regent University School of LawminorStrategic or Co-development Partner3+3 dual-degree program for law (Juris Doctor) providing alternative pathway to legal education
• Washington University School of MedicinecoreStrategic or Co-development PartnerOccupational Therapy dual-degree (5-year BS + MSOT) accepting WLC students for graduate study in St. Louis, Missouri
• Illinois College of Optometry (ICO)coreStrategic or Co-development Partner3+4 Doctor of Optometry program; WLC is currently the only institution in Wisconsin with a 3+4 O.D. offering allowing students to graduate one year earlier than typical
• Medical College of Wisconsin (MCW)coreStrategic or Co-development PartnerPharmacy (3+3 Doctor of Pharmacy) and Public Health (BS to MPH completion) dual-degree programs; pharmacy program enables faster entry into pharmacy career
• Rosalind Franklin University of Medicine and Science (RFU)coreStrategic or Co-development PartnerPhysical Therapy (6-year DPT) and Podiatric Medicine (7-year DPM) dual-degree programs enabling accelerated entry to these healthcare professions
• Rush UniversitycoreStrategic or Co-development PartnerRespiratory Care dual-degree (5-year BS + MS) partnership allowing students to enter workforce and earn income earlier than typical pathway
• Council for Christian Colleges & Universities (CCCU)coreStrategic or Co-development PartnerInstitutional membership organization for Christian higher education providing resources, advocacy, and partnership opportunities for member colleges
• Wisconsin Evangelical Lutheran Synod (WELS)coreStrategic or Co-development PartnerAffiliated church body owning and operating the college through corporation whose members consist of WELS congregations; faculty and leadership recruitment aligned with WELS membership
• Healthcare Systems throughout Milwaukee AreacoreStrategic or Co-development PartnerClinical placement partnerships for nursing, allied health, and healthcare professional programs providing hands-on training experiences for WLC students
• Area School DistrictscoreStrategic or Co-development PartnerStudent teaching and education clinical partnerships providing classroom observation and teaching experience for education majors in local schools
• Jockey International, Inc.minorOthersCEO Debra Waller serves on WLC Board of Regents and delivered keynote address at May 2026 commencement; corporate engagement and governance involvement
• Discovery WorldminorOthersMilwaukee science and technology museum venue for Divine Servant Award event honoring Willie and Korie Robertson and Sadie Robertson Huff
• Wisconsin Technical College System (WTCS)coreStrategic or Co-development PartnerWAICU-WTCS Course Credit Transfer Agreement enabling smooth transfer process for technical college students pursuing bachelor's degrees at WLC; 14 courses satisfy general education requirements

Scale indicators16 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Concordia University Chicago: Private Lutheran (LCMS) university in River Forest, Illinois offering similar faith-based undergraduate and graduate programs. Closest denominational Lutheran peer outside Wisconsin and a direct competitor for Lutheran-tradition students in the upper Midwest.
• Mount Mary University: Private Catholic university in Milwaukee offering undergraduate and graduate programs. Competes with WLC for Milwaukee-area students seeking small, faith-based higher education.
• Lakeland University: Private university in Sheboygan County, Wisconsin, affiliated with the United Church of Christ. Comparable Midwest private institution with similar enrollment scale and NCAA Division III athletics.
• Edgewood College: Catholic-sponsored private college in Madison, Wisconsin. Comparable religious-affiliated liberal arts institution serving Wisconsin students with small class sizes and similar enrollment scale.
• Carroll University: Waukesha-based private university that is a 5-year dual-degree partner with WLC. Comparable Wisconsin private institution with pre-professional programs, NCAA Division III athletics, and similar enrollment scale.
• Concordia University Wisconsin: Private Lutheran-affiliated university also in the Milwaukee metro area offering undergraduate and graduate programs with a faith-based mission. Direct competitor for WELS-adjacent Lutheran students in the same regional market.
• Marian University (Indianapolis): Catholic-affiliated private university offering undergraduate and graduate programs with NCAA Division III athletics and dual-degree professional pathways. Closest comparable faith-based mid-size liberal arts institution outside Wisconsin.

Broad incumbents

• Calvin University: Larger Christian Reformed private university in Grand Rapids, Michigan. Comparable faith-based liberal arts institution with broader graduate program portfolio and stronger national brand, competing for the same student values-driven segment.
• Valparaiso University: Larger Lutheran-affiliated private university in Indiana with similar faith-based mission, NCAA Division I athletics, and broad academic portfolio. Larger-scale peer in the same Lutheran higher education space.
• Marquette University: Larger Catholic Jesuit university in Milwaukee that is also a dual-degree partner with WLC. Competes for Milwaukee-area students seeking faith-based higher education and offers broader graduate and research offerings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/InsideWLC
• YouTubeyoutube.com/wisconsinlutheran
• Facebookfacebook.com/10679008131
• LinkedInlinkedin.com/company/29862
• Instagraminstagram.com/wisconsinlutheran

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 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 Wisconsin Lutheran College