TruChoice Pregnancy Resource Center

What TruChoice Pregnancy Resource Center does

TruChoice Pregnancy Resource Center is a 501(c)(3) non-profit organization founded in 1984 and headquartered at 1881 Medical Parkway, San Marcos, Texas, with an additional address at 115 Warden Lane. It serves individuals and families across Hays County (San Marcos, Buda, Kyle, Lockhart, Wimberley) and reaches students from roughly 30 local schools including Texas State University. The organization employs 11 staff members led by Executive Director Cheri Martin, LVN, with medical oversight from a board-certified Family Medicine physician, Dr. Stephen Richardson, and is governed by a board of directors including President Angie Borges, Vice President Mark Segroves, Secretary Vicki Rubsam, and Treasurer J. Dwayne Anderson, CPA. Bilingual English/Spanish service capability ('Hablamos Español') broadens the addressable client base in the corridor between Austin and San Antonio.

The service portfolio is built around free and confidential pregnancy-related care. Core clinical offerings include hCG-based pregnancy testing, limited first-trimester obstetric ultrasounds (performed by licensed nurses and reviewed by a local Ob/Gyn), and limited STI testing for Chlamydia and Gonorrhea. Non-clinical offerings include pregnancy options counseling covering abortion, adoption, and parenting; abortion information and abortion pill reversal referral; the Material Assistance Program (MAP), which allows clients to earn Baby Bucks through parenting classes and redeem them in an on-site Baby Boutique; an 8-week Post Abortion Healing and Recovery (PAHR) small-group study; and men's ministry and fatherhood support. Distribution combines a fixed clinic location with a mobile unit that brings services to schools and community sites, plus phone, text, and online scheduling intake.

The business model is donation-funded rather than fee-for-service: no insurance is billed, no copays are collected, and every service is free to the end user. Revenue is generated through individual, church, and business cash contributions (processed via the Anedot online donation platform), planned and recurring gifts, Amazon Smile passive contributions, and non-cash asset donations (securities, real estate, cryptocurrency, vehicles) facilitated through the National Christian Foundation. The organization maintains strategic affiliations with Heartbeat International, the American Pregnancy Association, and OptionLine, which provide referral flow, training, and educational content rather than direct revenue.

Name

TruChoice Pregnancy Resource Center

Legal name

TruChoice Pregnancy Resource Center

Website

https://truchoiceprc.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

TruChoice Pregnancy Resource Center is a San Marcos, Texas-based 501(c)(3) non-profit founded in 1984 that provides free pregnancy testing, ultrasounds, STI testing, options counseling, parenting education, and post-abortion support to individuals across Hays County.

Ownership category

akta.pro rank

Product category

Pregnancy Resource Services

NAICS

Family Planning Centers (621410)

SIC

Services-Specialty Outpatient Facilities, Nec (8093)

akta.pro primary industry

Family Planning & Contraception (Including Abortion Care) (HLAKAJAG)

akta.pro secondary industries

Obstetrics & Gynecology (OB/GYN) Clinics (HLAFAJAA), Prenatal & Maternal-Fetal Diagnostic Imaging Centers (HLAFAKAL), Pregnancy, Fertility & Women’s Health Rapid Tests (hCG, ovulation, vaginal infection) (HLAHAOAF)

Keywords

• Pregnancy resource services
• Obstetric ultrasound services
• STI testing services
• Options counseling
• Post-abortion support

Headquarters

HQ city

San Marcos

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) non-profit organization, TruChoice relies on monetary donations from individuals, churches, and businesses. All donations are tax-deductible. Accepts cash, check, and online donations through Anedot platform. Also accepts planned giving and recurring donation arrangements.
2. Non-Cash Asset Donations: Accepts non-cash gifts including securities, stocks, mutual funds, cars, boats, antiques, jewelry, works of art, cryptocurrency, and real estate. Facilitated through National Christian Foundation's Non-Cash Assets Team.
3. Amazon Smile Program: Receives charitable contributions through Amazon Smile program when supporters shop at Amazon.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

TruChoice Pregnancy Resource Center provides free, confidential pregnancy testing using hCG detection, limited first-trimester obstetric ultrasound to determine gestational age and viability, and STI testing for Chlamydia and Gonorrhea. The center also delivers options counseling across abortion, adoption, and parenting pathways, abortion information including medical abortion and pill reversal referrals, parenting education through the Material Assistance Program (MAP) with redeemable Baby Bucks, men's ministry support, and an 8-week post-abortion healing and recovery (PAHR) small-group program. All services are provided at no cost to clients in San Marcos and the surrounding Hays County area.

Product overview

TruChoice Pregnancy Resource Center is a single-location pregnancy resource center in San Marcos, Texas offering a comprehensive suite of free and confidential reproductive health services. The center provides pregnancy testing, limited ultrasounds, STI/STD testing, pregnancy options counseling (covering abortion, adoption, and parenting), abortion information and pill reversal resources, parenting education through the Material Assistance Program (MAP), post-abortion support groups, and men's services. All services are provided at no cost to clients. The center has operated since 1984 and serves the San Marcos area including students from local schools and Texas State University.

Differentiator

Problem solved

Functional benefit

Products and services

• Free Pregnancy Testing Free and confidential pregnancy testing using highly sensitive tests detecting the hCG hormone to provide immediate results for women who may be pregnant. Available to all clients in Hays County, Texas.
• Free Limited First-Trimester Ultrasounds Free limited first-trimester ultrasounds to determine gestational age, detect fetal heartbeat, and verify pregnancy location. Performed by licensed nurses and reviewed by a local Ob/Gyn.
• Free STI/STD Testing Free and confidential limited STI testing for students, testing for Chlamydia and Gonorrhea with referrals provided for further care. Targeted primarily at high school and college students in Hays County.
• Pregnancy Options Counseling Free confidential counseling covering all pregnancy options (abortion, adoption, and parenting), provided in a nonjudgmental and safe setting by trained counselors.
• Abortion Information Services Free and confidential abortion information including medical abortion (abortion pill) and surgical abortion procedures, risks, and Texas abortion laws. Includes abortion pill information covering eligibility, risks, contraindications, and typical costs.
• Abortion Pill Reversal Referral Information and referral for the abortion pill reversal protocol for women who change their minds after taking the first dose of a medical abortion, with reported 64-68% success rate.
• Material Assistance Program (MAP) and Baby Boutique Education-based parenting program where clients earn Baby Bucks through parenting lessons using videos and worksheets, redeemable for baby items including diapers, clothing, and supplies at the Baby Boutique.
• Post-Abortion Support (PAHR Program) Free confidential post-abortion healing program including the Post Abortion Healing and Recovery (PAHR) 8-week small group study for individuals suffering emotional distress after abortion.
• Men's Services / For Dads Free confidential counseling and support for men facing unplanned pregnancy, including Men's Ministry and participation in the MAP parenting program.
• Student Pregnancy Resources Specialized support services for high school and college students facing unplanned pregnancy, including STI resources, relationship education, and confidential appointments without parent notification.

Quantifiable outcome

• All services provided free of charge - no cost to clients regardless of income or circumstances
• +3 more outcomes

Named customers3 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

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Heartbeat InternationalcoreStrategic or Co-development PartnerAffiliated network of pregnancy resource centers providing resources, training, and support for the organization's mission to save lives and serve women facing unplanned pregnancies.
• American Pregnancy AssociationcoreStrategic or Co-development PartnerPartnership providing educational resources and support for pregnancy-related services and information.
• OptionLinecoreStrategic or Co-development Partner24/7 helpline connecting callers to local pregnancy centers. TruChoice is part of this referral network.
• Lions InternationalminorGTM or Marketing PartnerLocal Bluebonnet Lions Club partnership supporting community outreach and fundraising initiatives in the San Marcos area.
• National Christian Foundation (NCF)minorGTM or Marketing PartnerFacilitates non-cash charitable donations including securities, real estate, cryptocurrency, and other assets through their Non-Cash Assets Team.
• Amazon SmileminorGTM or Marketing PartnerCharitable shopping program where a percentage of purchases is donated to TruChoice when customers select them as their charity.
• Central Texas Life CareminorStrategic or Co-development PartnerLocal partner organization providing supporter resources and community connections for similar life-affirming pregnancy support services.

Scale indicators2 records

Recent moves6 records

Broad incumbents

• Planned Parenthood: Largest U.S. reproductive health provider offering pregnancy testing, STI testing, contraception, and abortion services. Serves overlapping client needs in the same geography but with an opposing clinical/mission orientation.

Direct peers

• Heartbeat International: National umbrella network of pregnancy resource centers that TruChoice is affiliated with. Provides training, resources, and operational standards to member centers, making it the most directly comparable peer organization.
• CompassCare Pregnancy Services: Pregnancy resource center network providing pregnancy testing, ultrasounds, STI testing, and options counseling. Comparable in service mix, free pricing model, and mission-driven nonprofit structure.
• Birthright International: Non-profit offering free pregnancy testing, counseling, and material assistance to women facing unplanned pregnancies. Operates local chapters across the U.S. and Canada with a comparable service model and target audience.
• Care Net: Another major national network of pregnancy resource centers offering similar free services (pregnancy testing, ultrasounds, options counseling). Directly comparable as a peer network serving the same mission and client base.
• OptionLine: 24/7 helpline and referral network that connects callers to local pregnancy centers including TruChoice. Operates as a complementary channel within the same pregnancy resource center ecosystem.

Regional players

• First Care Women's Clinic: Regional pregnancy resource center serving a different geographic area with similar free services (pregnancy testing, ultrasounds, STI testing, parenting support). Comparable service model with regional rather than national scope.
• Central Texas Life Care: Local Texas-area partner organization with which TruChoice collaborates, providing similar life-affirming pregnancy support services in the Central Texas region. Comparable regional pregnancy resource center.

Emerging players

• Alpha Pregnancy Care Center: Independent pregnancy resource center offering comparable free services. Smaller scale and more localized than Heartbeat/Care Net networks, but operates with a similar service mix and target clientele.

Others

• American Pregnancy Association: National health organization partnered with TruChoice that provides educational resources and information on pregnancy. Comparable in mission focus but functions primarily as an information/education provider rather than a direct service center.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TruChoice-Pregnancy-Resource-Center-113088457180537
• Instagraminstagram.com/truchoiceprc
• Xx.com/TruChoiceprc
• LinkedInlinkedin.com/company/truchoice-pregnancy-resource-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 TruChoice Pregnancy Resource Center