True North

What True North does

True North Health Center (legally Hygeia Foundation) is a nonprofit 501(c)(3) integrative healthcare practice and research organization founded in 2002 and headquartered at 202 US Route 1 in Falmouth, Maine. It delivers patient-centered care that combines conventional medicine with complementary therapies including functional medicine, family medicine, gynecology, mental health, osteopathic medicine, pediatrics, acupuncture, chiropractic, massage, integrative manual therapy, shamanic healing, nutritional counseling, life coaching, and personal fitness training. Practitioners operate under a non-hierarchical Circle Process governance model and share an Integrated Health Record that coordinates across disciplines, enabling appointments of 1 to 1.5 hours per visit and panel sizes of 400 to 800 patients per physician, materially smaller than the 1,500 to 2,000 typical of HMO-constrained primary care.

The Center runs a direct-pay, non-insurance model with physician fees of $185 to $375 per hour, complementary practitioner fees of $75 to $120 per session, $7.50 to $12.50 facility fees per appointment, and ancillary income from an onsite and online Metagenics supplement store, educational workshops through True North Institute, annual membership packages, and time-credit bartering through Hour Exchange Portland. Go-to-market combines inbound direct-to-patient sales (including a free 15-minute get-acquainted visit and a Direct-to-Patient Lab Testing program open to non-patients), referral from a credentialed affiliate practitioner network in greater Portland, community events, monthly Pathfinder and Tune-Up newsletters to roughly 14,000 subscribers, and national earned-media coverage in NPR, CBS Early Show, the Colbert Report, Downeast Magazine, and Al-Jazeera English.

Customer segments span individuals seeking integrative care with extended practitioner time, women across life stages, families and children, patients with chronic conditions addressed via functional medicine, and income-eligible uninsured or underinsured patients served via the Hour Exchange Portland time-credit partnership. The organization maintains collaborative ties with Mercy Hospital and Maine Medical Center and serves as a national training center for the Institute for Functional Medicine and for start-up Time Banks; no external venture investment, parent company, M&A activity, or public funding is disclosed.

Name

True North

Legal name

Hygeia Foundation

Website

https://truenorthhealthcenter.org

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

True North Health Center (Hygeia Foundation) is a nonprofit 501(c)(3) integrative healthcare practice in Falmouth, Maine that combines conventional medicine with complementary therapies, serving individuals, families, and chronically ill patients through extended 1 to 1.5 hour direct-pay appointments.

Ownership category

akta.pro rank

Product category

Integrative Healthcare Services

NAICS

Offices of Physicians (62111), Offices of Other Health Practitioners (6213), Ambulatory Health Care Services (621)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Independent Primary Care Practices (HLAFAGAA)

Keywords

• Integrative healthcare services
• Family medicine practice
• Functional medicine
• Complementary alternative medicine
• Primary care clinic

Headquarters

HQ city

Falmouth

HQ country

Antigua & Barbuda

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Practitioner Consultation Fees: Physicians charge $185-$375 per hour for consultations. Other practitioners charge $75-$120 per hour or session depending on the service. New patient evaluations are typically 1.5 hours with follow-ups at 45-60 minutes.
2. Supplement Sales: Onsite and online store selling high-quality nutritional supplements, health-related books, CDs, and specialty items. Features Metagenics products available to True North patients.
3. Time Credits (Hour Exchange Portland): Income-eligible HEP members can pay for health care with units of service (time dollars). True North also offers a 10% discount to HEP members who don't qualify for free services.
4. Facility Fees: Charges a $7.50 or $12.50 facility fee for appointments including telephone appointments to cover nonprofit operating expenses.
5. Membership Programs: Annual membership packages available to patients for ongoing access and benefits.
6. Educational Programs and Workshops: Sells workshop registrations (e.g., $49 for 'Create a Compelling Vision for 2015' workshop) and classes through True North Institute.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

True North Health Center (legal name: Hygeia Foundation) is a nonprofit 501(c)(3) integrative healthcare practice founded in 2002 in Falmouth, Maine. It combines conventional medicine with complementary and alternative therapies to deliver patient-centered primary and specialty care. Its service mix spans family medicine, functional medicine, gynecology, mental health, acupuncture, chiropractic, massage, osteopathic medicine, and pediatric care.

Product overview

True North Health Center is a nonprofit 501(c)(3) integrative healthcare organization that operates as a single unified practice offering conventional medical care integrated with complementary therapies. The center provides a coordinated portfolio of clinical services including Functional Medicine (cutting-edge chronic disease management), Family Medicine (primary care), Gynecology/Women's Health Care, Mental Health Services (psychiatry, social work), Osteopathic Medicine, and Pediatric Care. Complementary services include Acupuncture (Five Element, TCM, Structural, and Chiropractic styles), Massage Therapy, Chiropractic Care, Integrative Manual Therapy, Shamanic Healing, Life Coaching, Nutritional & Lifestyle Counseling, and Personal Fitness Training. Supporting offerings include an Online Supplement Store featuring Metagenics products and Direct to Patient Lab Testing services. All services are coordinated through a collaborative, patient-centered model with extended appointment times and an integrated health record.

Differentiator

Problem solved

Functional benefit

Products and services

• Family Medicine Conventional primary care for individuals and families, providing diagnosis, treatment, preventive care, and ongoing health management.
• Functional Medicine Patient-centered care that addresses root causes of chronic disease through systems-oriented diagnosis and personalized treatment plans.
• Gynecology Women's reproductive health services including preventive exams, diagnosis, and treatment of gynecological conditions.
• Mental Health Services Behavioral and mental health support integrated with primary care, addressing emotional wellness alongside physical health.
• Acupuncture Traditional Chinese medicine technique using fine needles to stimulate specific points on the body for pain relief and holistic healing.
• Chiropractic Care Spinal adjustments and musculoskeletal treatments to relieve pain, improve alignment, and support nervous system function.
• Massage Therapy Therapeutic bodywork for stress reduction, pain management, and recovery, integrated with conventional care plans.
• Osteopathic Medicine Osteopathic manipulative treatment and whole-person medical care emphasizing the interconnection of body systems.
• Pediatric Care Comprehensive medical care for infants, children, and adolescents including well-child visits, immunizations, and acute care.

Quantifiable outcome

• Practitioners see 400-800 patients vs 1,500-2,000 typical PCP load
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Hour Exchange PortlandcoreStrategic or Co-development Partner · 1 January 2002Since 2002, True North and Hour Exchange Portland have offered an innovative approach to health care for uninsured or underinsured HEP members. Income-eligible members meeting 225% of Federal Poverty Level can pay for health care with time credits (units of service) that are banked by members and exchanged as indirect bartering. This pioneering relationship has paved the way for other health care providers to pilot similar programs. HEP members have exchanged over 150,000 hours of service including over 25,000 hours of health care at True North.
• Apothecary By DesignminorStrategic or Co-development PartnerPharmacy partner specializing in retail prescription services, prescription compounding, nutritional well-being, and disease management. Provides pharmaceutical expertise and compounding services to True North patients.
• Mercy HospitalminorStrategic or Co-development PartnerTrue North was developed by practitioners who met weekly at Mercy Hospital and maintains collaborative relationship. Practitioners are on staff at Mercy Hospital and Maine Medical Center in Portland.
• Maine Medical CenterminorStrategic or Co-development PartnerTrue North practitioners are on staff at Maine Medical Center in Portland, Maine, maintaining medical community connections and referral pathways.
• Institute for Functional MedicineminorStrategic or Co-development PartnerTrue North serves as a national training center for functional medicine and startup Time Banks/Exchanges. Provides education and credentialing support.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Parsley Health: Direct-pay, membership-based functional medicine practice combining conventional and integrative care with extended appointments. Closest digital-age analog to True North's model, though delivered via telehealth and multiple urban clinics.
• The UltraWellness Center: Functional medicine practice founded by Dr. Mark Hyman focusing on root-cause treatment of chronic disease. Highly comparable in clinical philosophy and patient panel approach to True North.
• One Medical (Amazon One Medical): Membership-based primary care network offering extended visits and on-demand digital access. Comparable in direct-pay positioning and patient experience focus, though at much greater scale.
• Atlas MD: Direct primary care practice pioneering the membership-based, no-insurance model with extended physician access. Shares True North's non-insurance value proposition and patient panel economics.

Broad incumbents

• Cleveland Clinic Center for Functional Medicine: Established academic medical center operating a dedicated functional medicine clinic. Represents the incumbent-system adaptation of the same clinical model True North practices at a community scale.
• Canyon Ranch: Wellness resort brand offering integrative health, nutrition, and complementary therapies. Comparable in its integration of conventional and complementary modalities, though delivered in a resort setting.

Emerging players

• Riordan Clinic: Nonprofit integrative/orthomolecular medicine clinic in Wichita, Kansas focused on nutrition-based chronic disease management. Highly comparable nonprofit structure and clinical philosophy to True North.
• Maharishi Integrative Medicine: Integrative medicine programs combining Ayurveda, meditation-based approaches, and conventional care. Comparable in blending unconventional modalities with primary care delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TrueNorthMaine
• Facebookfacebook.com/pages/True-North/185930700852

Revenue estimate

Valuation estimate

Number of profiles

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 True North