What ACP Decisions does

ACP Decisions, operating as a DBA of the Massachusetts-incorporated non-profit Nous Foundation, Inc., is a healthcare content and technology organization founded in 2010 by Drs. Angelo Volandes and Aretha Delight Davis. It develops and licenses an evidence-based video decision support library of approximately 500 patient- and caregiver-facing videos spanning advance care planning, hospice, CPR, goals of care, advance directives, and disease-specific topics (advanced cancer, heart failure, dementia, renal disease). The library is delivered in 25 languages with native-speaker narration and has been validated in more than 20 published clinical trials. Customers are healthcare organizations - health insurers, health systems, hospitals, skilled nursing facilities, hospices, community collaboratives, and independent practice associations - that implement the videos within advance care planning programs; named reference customers include Aetna, Sutter Health, and Munson Healthcare.

The product ecosystem is anchored by the My ACP Decisions web platform and the ACP Tools mobile applications on iOS and Android. Clinicians prescribe videos or written guides by issuing short alphanumeric codes via email or text, with no protected health information collected on the platform; EHR integration is delivered through SmartLists and dot phrases to embed prescribing in existing clinician workflows. The mobile apps extend distribution by enabling offline content download, in-clinic content sharing, and verification of patient activity. Design intentionally avoids PHI collection, allowing the organization to operate as a HIPAA Business Associate rather than a covered entity, while content delivery is presently restricted to patients and families located in the United States.

The business model is per-organization subscription licensing with multi-year contracts and a typical 12-month implementation cycle (assessment, planning, preparation, first wave, spread). Go-to-market is primarily direct enterprise sales supplemented by case-study and white-paper content marketing, monthly release-note communications, and earned media (Atlantic feature, IOM report recognition). Ancillary credibility is provided by Washington State Health Care Authority certifications covering the end-of-life decision aid category (2018, 2019, 2022). Pricing is custom and not publicly disclosed, and no external funding rounds have been identified; the firm operates with a small (1-10) headcount out of Waban, Massachusetts.

Name

ACP Decisions

Legal name

Nous Foundation, Inc.

Website

https://acpdecisions.org

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

ACP Decisions is a non-profit foundation that licenses an evidence-based library of approximately 500 video decision aids in 25 languages to health insurers, health systems, hospitals, hospices, and other providers for advance care planning.

Ownership category

akta.pro rank

Product category

Advance Care Planning Video Solutions

NAICS

Software Publishers (513210), Management Consulting Services (54161)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Care Management & Coordination Platforms (case/disease management workflows) (HLACAHAD)

akta.pro secondary industry

Clinical Forms, Templates & Digital Consent (eSignature) (HLACAAAJ)

Keywords

• Advance care planning
• Video decision aids
• Shared decision making
• Patient education videos
• Palliative care resources

Headquarters

HQ city

Waban

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Video Library Licensing: ACP Decisions licenses its video library to healthcare organizations including health insurers, health systems, hospitals, skilled nursing facilities, hospices, and other healthcare providers. Pricing is determined on a per-organization basis based on the organization's unique culture, goals, and workflow considerations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

ACP Decisions licenses a library of approximately 500 evidence-based, expert-reviewed patient and caregiver-facing video decision aids (in 25 languages) to healthcare organizations for use in advance care planning. Clinicians access and prescribe content through the My ACP Decisions web platform and ACP Tools iOS/Android apps, integrating with EHR systems via SmartLists and dot phrases. Customers include health insurers, health systems, hospitals, skilled nursing facilities, and hospices licensed on per-organization subscriptions with multi-year terms and 12-month implementation engagements.

Product overview

ACP Decisions is a non-profit foundation offering a suite of advance care planning solutions centered on its video decision support tools. The core offering is the ACP Decisions Video Library (approximately 500 evidence-based videos in 25 languages), which clinicians access through the My ACP Decisions web platform to prescribe content to patients via alphanumeric codes. The ACP Tools mobile app (iOS/Android) extends the platform by enabling offline video access and enhanced playback. The product ecosystem also includes the Video Decision Aids category, Free Standing Educational Videos, Caregiver Videos, and Training and Implementation Videos, all designed to support shared decision making between patients and healthcare providers.

Differentiator

Problem solved

Functional benefit

Brands

• My ACP Decisions: Platform that supports clinicians, patients, and families during their shared advance care planning journey. Allows clinicians to prescribe videos and guides, track patient activity, and access the content library.

Products and services

• ACP Decisions Video Library A library of approximately 500 evidence-based patient/caregiver-facing videos in 25 languages covering clinical topics including hospice, CPR, goals of care, advance directives, and conditions such as advanced cancer, heart failure, dementia, and renal disease; videos are professionally crafted after expert review in medicine, geriatrics, oncology, cardiology, ethics, and decision making, and are licensed to healthcare organizations.
• My ACP Decisions Platform A web-based platform that enables clinicians and administrators to prescribe videos and decision guides to patients, share content via short alphanumeric codes by email or text, track when videos are watched or documents opened, and integrate with EHR systems using SmartLists and dot phrases. Licensed to healthcare organizations along with the video library.
• ACP Tools Mobile App ACP Tools mobile applications for iOS and Android that provide an enhanced video playback experience, allow clinicians to download content for use without WiFi, share content with patients, and verify prescribed-content viewing.

Quantifiable outcome

• In Hawaii statewide implementation: ACP documentation increased from 3.2% to 39.9% after video intervention
• +5 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature5 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• AetnaflagshipGTM or Marketing Partner · 29 April 2019ACP Decisions partnered with Aetna to include the ACP Decisions Video Library as part of Aetna's award-winning Compassionate Care Program. The program aims to empower members with a serious illness. Aetna Nurse Case Managers use ACP Decisions' videos to help guide members who are at risk for unplanned hospitalizations, enabling better advance care planning conversations.
• Sutter HealthcoreStrategic or Co-development PartnerSutter Health's AIM Program integrates ACP Decisions' videos into interdisciplinary workflows to improve serious illness care. This partnership demonstrates how ACP Decisions' content is embedded into clinical workflows across a major health system with multiple care settings.
• Munson HealthcarecoreStrategic or Co-development PartnerMunson Healthcare's Palliative Care Team implemented ACP Decisions' video library to enhance serious illness care discussions. This partnership demonstrates use of the video library in community hospital settings with palliative care focus.
• Washington State Health Care AuthoritycoreOthersWashington State Health Care Authority has certified multiple ACP Decisions decision aids (18 in 2018, 2 more in 2019, and 10 re-certified in 2022) for end-of-life care. Washington is the first state to establish a formal certification process for patient decision aids in this category.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Vynca: Vynca offers advance care planning technology, including electronic POLST forms and ACP solutions integrated with EHRs, directly competing with ACP Decisions for the same health system and payer customers focused on end-of-life care documentation.
• Cake: Cake is a consumer-facing advance care planning platform that helps individuals create end-of-life directives online, providing an alternative starting point for ACP conversations that overlaps with ACP Decisions' patient-facing content strategy.
• Koda Health: Koda Health is an advance care planning platform serving health plans and providers with shared decision-making tools, directly comparable to ACP Decisions in targeting the same payer and provider customers for ACP engagement.
• Iris Plans: Iris Plans provides advance care planning services and technology to health plans and providers, including video-based patient education, mirroring ACP Decisions' model of licensed video content plus clinician workflow integration for serious-illness populations.
• ADVault: ADVault operates MyDirectives, a digital advance care planning platform creating and storing portable advance directive documents, competing for the same patient and provider ACP engagement use cases.
• Vital Decisions: Vital Decisions provides advance care planning and end-of-life decision support to patients with serious illness, primarily via health plan contracts — directly comparable to ACP Decisions' payer-focused GTM with Aetna and similar insurers.
• WiserCare: WiserCare delivers shared decision-making and patient engagement tools across multiple specialties including ACP, offering an interactive web-based platform that competes for similar health system and clinician adoption budgets.

Broad incumbents

• Aledade: Aledade is a large value-based care platform serving independent primary care practices and ACOs; while not an ACP vendor, it represents the kind of broader care management ecosystem that increasingly embeds ACP decision aids into population health workflows.

Emerging players

• The Conversation Project: A public-facing initiative promoting ACP conversations through free conversation starter kits and resources, comparable in mission but operating as a free awareness tool rather than a licensed video platform.
• WelbeHealth: WelbeHealth operates PACE programs for frail seniors with serious-illness populations that need structured ACP; they are an adjacent buyer profile and emerging channel partner for ACP-style decision support content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/nous-foundation
• Xx.com/acpdecisions

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 ACP Decisions