Hope Squad

What Hope Squad does

Hope Squad is a private nonprofit (Hope Squads, Inc.) that delivers a peer-to-peer suicide prevention program to K-12 schools across the United States and Canada. The company provides an age-differentiated curriculum covering elementary, junior high, and high school students, anchored by the proprietary HOPE Approach (Heads up, Offer support, Provide resources, Empower peers) gatekeeper methodology, and supported by certified advisor training, structured student nomination frameworks, and school-wide culture-change activities. The core product is delivered through a web-based Leader Portal and Member Portal, complemented by the My Ascension documentary and the annual Hope Week awareness campaign.

The business model is primarily a subscription-based school licensing model with multi-year terms (3-4 years recommended) and annual auto-renewal at inflation-indexed price increases. Secondary revenue streams include foundation and corporate sponsorship funding (e.g., Jackson County MS corporate coalition, Jordan Elizabeth Harris Foundation) and branded merchandise. Sales are executed through a combination of direct sales by Regional Outreach Directors to school districts, channel partners including health foundations and community organizations, and community-led advocacy via a National Council of student leaders. The customer base is highly fragmented across 1,600+ school locations, with named district-level adoption cases in Utah, Texas, Mississippi, Idaho, and Massachusetts, plus adapted programs for older adults, corporate workplaces, and veterans populations as new vertical extensions.

Name

Hope Squad

Legal name

Hope Squads, Inc.

Website

https://hopesquad.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Hope Squads, Inc. is a nonprofit that delivers a peer-to-peer, age-differentiated K-12 suicide prevention curriculum through the proprietary HOPE Approach, operating in 1,600+ US and Canadian schools via subscription licensing, foundation funding, and a regional sales team.

Ownership category

akta.pro rank

Product category

Youth Suicide Prevention Programs

NAICS

Elementary and Secondary Schools (6111), Educational Support Services (611710), Educational Services (611)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH)

akta.pro secondary industries

Suicide Prevention, Self-Harm Prevention & Threat Assessment Programs (EDAKAMAI), Crisis Intervention & Suicide Prevention Services (EDALAFAD)

Keywords

• Youth suicide prevention
• Peer support programs
• School mental health
• K-12 wellness curriculum
• Gatekeeper training

Headquarters

HQ city

Provo

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. School Program Licensing: Schools pay an annual license fee to access the Hope Squad curriculum, training materials, advisor certification, and ongoing support. The program operates on multi-year terms (3-4 years recommended) with automatic renewal. Fee increases are aligned with national inflation rates.
2. Foundation and Corporate Funding: Partner organizations including health foundations, corporations, and community groups provide funding to implement Hope Squads in schools. Funding covers training, curriculum, and program support.
3. Merchandise and Apparel: Hope Squad operates an online store selling branded apparel and merchandise to support program awareness and fundraising efforts by local squads.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Hope Squad delivers a K-12 peer-to-peer suicide prevention program licensed to schools and districts, consisting of an age-differentiated curriculum (Elementary, Junior High, High School), the proprietary HOPE Approach gatekeeper training, certified advisor training, and a digital platform (Leader Portal, Member Portal) for program administration. Schools pay an annual license fee for multi-year access to curriculum, training, ongoing support, and program materials, with implementation supported by Regional Outreach Directors and Customer Success staff.

Product overview

Hope Squad is a comprehensive peer-to-peer suicide prevention program delivered as a unified K-12 curriculum and training platform. The core product is the Hope Squad Program, which consists of age-differentiated curriculum modules for Elementary, Junior High, and High School students, anchored by the HOPE Approach Gatekeeper Training. Supporting the curriculum are Advisor Training, the Leader Portal for program administration, and the Member Portal for student access. The program is complimented by the My Ascension Documentary—a feature-length film used for advocacy and awareness—and Hope Week, an annual celebration week. Hope Squad also operates an e-commerce store for branded merchandise. The organization has developed adaptations of its core model for Older Adults, Corporate, and Veterans populations, expanding beyond school settings. All offerings are delivered through Hope Squad's web platform and associated portals.

Differentiator

Problem solved

Functional benefit

Products and services

• Hope Squad Program A K-12 peer-to-peer suicide prevention program that equips student-nominated members to recognize warning signs and connect struggling peers to trusted adults. Includes evidence-based curriculum, advisor training, and school-wide activities.
• Elementary Hope Squad Curriculum Age-appropriate lessons for elementary students covering mental wellness, anti-bullying, resilience, empathy, relationship-building, and help-seeking behaviors.
• Junior High & High School Hope Squad Curriculum Deeper curriculum covering suicide risk factors, warning signs, emotional intelligence, constructive choices, and connecting peers to trusted adults for older students.
• HOPE Approach Gatekeeper Training A foundational lesson designed to equip individuals with skills for recognizing and responding to mental health concerns, forming the core of Hope Squad's gatekeeper training.
• Advisor Training Program Training for school staff to become certified Hope Squad advisors, including expert-led training options and ongoing professional development.
• Leader Portal A web-based portal for Hope Squad advisors and school leaders to access curriculum, manage programs, track student engagement, and administer the Hope Squad initiative.
• Member Portal A web-based portal for Hope Squad student members to access resources, training materials, and program content.
• Hope Week An annual celebration week where schools promote mental health awareness, connection, and hope through organized activities and events.
• My Ascension Documentary A feature-length documentary chronicling Emma Benoit's journey after a suicide attempt at age 16 and her mission to bring Hope Squad to Louisiana and schools nationwide.
• Hope Squad Store An online store offering Hope Squad-branded merchandise including apparel and promotional items for schools and supporters.
• Hope Squad for Older Adults An adaptation of the peer-to-peer suicide prevention model for older adult populations and senior communities.
• Hope Squad for Corporate Settings An adaptation of the peer-to-peer suicide prevention model for corporate and workplace environments.
• Hope Squad for Veterans

Quantifiable outcome

• 95% of referrals come from non-Hope Squad members, showing effective peer-to-peer gatekeeper training
• +9 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

16 partnerships are on record, tiered core.

• Jackson County Chamber of CommercecoreStrategic or Co-development Partner · 1 January 2024Local chamber that championed Hope Squad implementation in Jackson County, Mississippi after attending Mental Health Summit. Led effort to provide funding for 14 schools and advocated for statewide funding.
• University of UtahcoreStrategic or Co-development PartnerAcademic research partner collaborating on suicide prevention research. Dr. Douglas D. Gray from University of Utah serves as a Mental Health Advisor, studying suicide completers and risk factors.
• Brigham Young UniversitycoreStrategic or Co-development PartnerResearch partner contributing to the evidence base for Hope Squad programming through academic research and evaluation.
• University of CincinnaticoreStrategic or Co-development PartnerAcademic research partner collaborating on program evaluation and suicide prevention research.
• Missouri State UniversitycoreStrategic or Co-development PartnerAcademic research partner contributing to program evaluation and research on Hope Squad effectiveness.
• University of Texas ArlingtoncoreStrategic or Co-development PartnerResearch partner collaborating on suicide prevention research and program evaluation.
• UT Southwestern Medical CentercoreStrategic or Co-development PartnerMedical research partner contributing expertise in mental health and suicide prevention research.
• Dr. Douglas D. Gray, MD (University of Utah)coreStrategic or Co-development PartnerMental Health Advisor specializing as a suicidologist. Studies suicide completers to understand risk factors and develop prevention programs using psychological autopsies, genetics, and toxicology methods.
• Elizabeth Feil, LCSW (Wasatch Mental Health)coreStrategic or Co-development PartnerMental Health Advisor and Therapist Supervisor at Wasatch Mental Health. Trained in EMDR, crisis intervention, and trauma-focused CBT. Supervises youth therapy services.
• Dr. Juergen Korbanka, PhD (Wasatch Mental Health)coreStrategic or Co-development PartnerMental Health Advisor and CEO of Wasatch Mental Health. Licensed Psychologist and Approved Clinical Supervisor specializing in evidence-based treatment programs.
• Hope4UtahcoreStrategic or Co-development PartnerGrass roots nonprofit specializing in suicide prevention, intervention, and postvention. Collaborates with schools, communities, and mental health agencies to change the conversation about suicide and mental health.
• The Jordan Elizabeth Harris FoundationcoreStrategic or Co-development PartnerFoundation created to honor Jordan Harris, focusing on depression and suicide research and awareness. Works with schools in Tarrant County, Texas. Saw 70%+ reduction in youth suicides in their service area.
• Elyssa's MissioncoreStrategic or Co-development PartnerNonprofit providing resources to help prevent teen suicide. Provides hands-on support to public and private schools to educate students, staff, and parents on recognizing and assisting at-risk teens. Has educated over one million people since inception.
• The Speedy FoundationcoreStrategic or Co-development PartnerFoundation created in memory of Olympian Jeret 'Speedy' Peterson, who was a champion for mental health. Works across the lifespan to elevate mental health and prevent suicide through advocacy, conversations, and education.
• LivingWorkscoreStrategic or Co-development PartnerLeading suicide prevention training organization. Hope Squad is trusted by suicide prevention experts including LivingWorks, which provides training and resources for the program.
• QPR InstitutecoreStrategic or Co-development PartnerSuicide prevention training organization whose Question Persuade Refer gatekeeper training is incorporated into Hope Squad advisor certification requirements.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sources of Strength: Direct peer-to-peer youth suicide prevention program for schools that trains student peer leaders and adult advisors, closely mirroring Hope Squad's model. Both programs target K-12 SEL and gatekeeper outcomes and compete for the same school district budgets.
• The Jason Foundation: Direct peer focused on youth suicide prevention and mental health awareness in K-12 schools. It provides student and staff training programs and competes directly with Hope Squad for district-level mental health curriculum contracts.
• Sandy Hook Promise: National school-based youth safety and mental health organization running the Say Something program and other K-12 prevention curricula. Targets the same school administrators and competes with Hope Squad for SEL and prevention budget allocations.
• Active Minds: Peer-led mental health and suicide prevention organization operating primarily in schools and colleges, with student-led chapters and curriculum. Direct overlap with Hope Squad's peer-nomination model and K-12 audience.
• The Jed Foundation: Nonprofit focused on teen and young adult mental health and suicide prevention, with programs that extend into K-12 settings. Serves as a comparable funding and awareness partner alongside Hope Squad for school-based mental health work.
• Yellow Ribbon Suicide Prevention Program: Community- and school-based youth suicide prevention program that trains students and adults to recognize warning signs and seek help. Competes with Hope Squad in the same K-12 gatekeeper training category.

Broad incumbents

• LivingWorks (ASIST): Established global suicide prevention training provider (ASIST, safeTALK) and one of Hope Squad's named partners/endorsers. It is a broader incumbent offering general gatekeeper training where Hope Squad offers a K-12-specialized peer-led curriculum.
• QPR Institute: Provider of the Question, Persuade, Refer (QPR) gatekeeper training that Hope Squad requires its advisors to complete. Functions both as a partner and an adjacent incumbent whose training is a complement to — and competitor for — suicide prevention training budgets.

Emerging players

• Born This Way Foundation: Youth mental health nonprofit co-founded by Lady Gaga that funds peer-led and kindness-focused programming in schools. Comparable as a youth mental health peer-support ecosystem player with similar school channel and youth audience.

Others

• Crisis Text Line: National 24/7 crisis intervention texting service that connects to the same at-risk youth population Hope Squad members refer to trusted adults. Not a direct curriculum competitor but a key downstream resource in the youth suicide prevention ecosystem.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/HopeSquads

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 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 Hope Squad