True North Imaging
True North Imaging is a privately held, Ontario-based medical imaging services provider operating 19 clinics across the Greater Toronto Area and Kitchener-Waterloo, delivering ultrasound, X-ray, mammography, bone density, sonohysterography, and fertility imaging services on a physician-referral and OHIP-billed model.
- Company typePrivate
- Founded1994
- HeadquartersKitchener, Canada
- Headcount251–500
- GTM typeB2C
- OfferingServices
What True North Imaging does
True North Imaging (TNI) is a privately held, for-profit medical imaging services provider headquartered in Thornhill, Ontario, operating a network of 19 clinic locations across the Greater Toronto Area and the Kitchener-Waterloo region in Canada. The company is family-owned by the Hartman family and traces its foundational expertise to 1994, when Dr. Alex Hartman pioneered sonohysterography in Ontario. TNI's core services span six diagnostic modalities — ultrasound, X-ray, mammography (including participation in the Ontario Breast Screening Program), bone mineral density (DXA), sonohysterography, and fertility imaging — with the fertility ultrasound practice positioned as one of the world's largest and an area where international specialists adopt TNI's protocols.
The business operates a physician-referral-led go-to-market, accepting referrals from family doctors, specialists, urgent care physicians, sports medicine doctors, and chiropractors, with complementary direct-to-patient access via an online appointment request system. Referring physicians are anchored through the TNI Doctor Portal, which provides instant access to patient reports with minimal onboarding. Most services are billed through the Ontario Health Insurance Plan (OHIP) on a public-fee-schedule model, producing recurring, demand-driven revenue; a separate fee-for-service stream covers uninsured services such as immigration chest and sinus X-rays, consultation reports, high-risk bone densitometry, and medical record copies, with posted unit prices (e.g., $40 immigration chest X-ray, $170 high-risk BMD, $15 consultation report).
The company is also academically positioned as a teaching site for the University of Toronto's Department of Obstetrics and Gynecology, conducting joint clinical research and contributing to peer-reviewed publications. Headcount sits in the 251-500 range, the legal entity is incorporated in Canada, and ownership remains concentrated with no external institutional or private equity investors identified in the available record.
True North Imaging firmographics
Firmographics- Name
- True North Imaging
- Legal name
- True North Imaging
- Website
- https://truenorthimaging.com
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- True North Imaging is a privately held, Ontario-based medical imaging services provider operating 19 clinics across the Greater Toronto Area and Kitchener-Waterloo, delivering ultrasound, X-ray, mammography, bone density, sonohysterography, and fertility imaging services on a physician-referral and OHIP-billed model.
- Ownership category
- akta.pro rank
True North Imaging industry classification
Industry- Product category
- Medical Diagnostic Imaging Services
- NAICS
- Diagnostic Imaging Centers (621512), Outpatient Care Centers (6214), Ambulatory Health Care Services (621)
- SIC
- Services-Specialty Outpatient Facilities, Nec (8093), Services-Offices & Clinics Of Doctors Of Medicine (8011), Services-Health Services (8000)
- akta.pro primary industry
- Radiology Imaging Centers (X-ray/CT/MRI/Ultrasound) (HLAFAKAA)
- akta.pro secondary industries
- Prenatal & Maternal-Fetal Diagnostic Imaging Centers (HLAFAKAL), Breast Imaging Centers (Mammography/Tomosynthesis) (HLAFAKAD)
Keywords
Where True North Imaging is headquartered
LocationHeadquarters
- HQ city
- Kitchener
- HQ country
- Canada
- HQ region
- North America
Offices19 records
Markets served
True North Imaging business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- OHIP-Billed Medical Imaging Services: Core revenue from diagnostic imaging services covered under Ontario Health Insurance Plan (OHIP), including ultrasound, X-ray, mammography, bone mineral density, and other medical imaging procedures.
- Uninsured Services: Fee-for-service revenue from non-OHIP covered procedures including immigration chest X-rays ($40), sinus X-rays ($45), consultation reports ($15), high risk bone densitometry ($170), and medical record copies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Immigration Medical Imaging |
| Unit Pricing | Pay-as-you-go | Chiropractic and Consultation Reports |
| Unit Pricing | Pay-as-you-go | High Risk Bone Densitometry |
| Unit Pricing | Pay-as-you-go | Medical Record Copies |
| Unit Pricing | Pay-as-you-go | Image/Report CD |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
True North Imaging product offering
Product offeringCore offering
True North Imaging operates a network of medical imaging clinics across the Greater Toronto Area and Kitchener-Waterloo region, providing diagnostic imaging services including ultrasound, X-ray, mammography, bone mineral density (DXA), sonohysterography, and fertility imaging. Services are delivered through physician referrals and direct patient appointments at multiple clinic locations, with revenue primarily from OHIP-covered services supplemented by fee-for-service uninsured services such as immigration X-rays and consultation reports.
Product overview
True North Imaging is a network of medical imaging clinics offering a unified portfolio of diagnostic imaging services across the Greater Toronto Area and Kitchener-Waterloo region. The core service offerings include Ultrasound, X-Ray, Mammography & Ontario Breast Screening Program, Bone Mineral Density (BMD), Sonohysterography, and Fertility Imaging. The company operates multiple clinic locations under various brand names (e.g., Midtown Diagnostic Imaging, Thornhill Diagnostic Imaging, The Boardwalk Diagnostic Imaging) and provides a patient-facing Doctor Portal for physicians to access reports. The TNI Doctor Portal complements the clinical services by enabling referring physicians to view results and images online. All services are supported by research activities in OB/GYN and fertility imaging.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultrasound A procedure in which high-energy sound waves are bounced off internal tissues or organs to create echo patterns forming sonograms used for diagnostic assessment. Provided to patients across all TNI clinic locations, including high-risk obstetrical ultrasonography.
- X-Ray Low dose X-ray imaging used to assess and diagnose diseases by making pictures of the inside of the body. Accepts referrals from family doctors, specialists, urgent care physicians, sports medical doctors, and chiropractors. Also provided for immigration studies and other regulatory requirements.
- Mammography & Ontario Breast Screening Program (OBSP) Low-dose X-ray examination of the breasts used to detect early breast cancer in patients who may experience no symptoms and to detect and diagnose breast disease in patients experiencing symptoms. Provided at multiple OBSP-participating TNI clinic locations.
- Bone Mineral Density (BMD) Test using dual energy X-ray absorptiometry (DXA) technology to detect low bone density by scanning the spine, hips, or both while the patient lies on a table. Used for osteoporosis assessment, including uninsured high-risk bone densitometry at $170 per exam.
- Sonohysterography A clinically valuable procedure performed to examine the uterine cavity, uterine lining, and fallopian tubes. TNI pioneered the procedure in Ontario in 1994 under Dr. Alex Hartman and remains one of the world's largest providers of fertility ultrasound and research.
- Fertility Imaging Specialized fertility ultrasound services; TNI is one of the world's largest providers of fertility ultrasound and research. Specialists worldwide consistently adhere to TNI's ultrasound protocols and seek its advice.
Companies that use True North Imaging
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
True North Imaging technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
True North Imaging partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- University of Toronto - Department of Obstetrics and GynecologycoreTrue North Imaging serves as a teaching site for the Department of Obstetrics and Gynecology at the University of Toronto. TNI works with numerous University of Toronto staff on joint research projects and assists in clinical training of medical professionals.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
True North Imaging competitors and assessment
Company assessmentBroad incumbents
- LifeLabs: Canada's largest provider of diagnostic laboratory and community imaging services, with broad geographic reach across most provinces. Comparable as a multi-modality outpatient diagnostic platform serving physician referrals — overlapping referral channel and imaging services, though LifeLabs is significantly larger and lab-anchored.
- Dynacare: Major Canadian provider of diagnostic and health-screening services with laboratory and imaging capabilities across Ontario and Western Canada. Comparable outpatient ambulatory model and physician-referral GTM make it a relevant broad incumbent, though Dynacare's footprint is also larger and more diversified.
- RadNet: Largest U.S. outpatient diagnostic imaging network with hundreds of centers. Comparable multi-modality outpatient imaging platform with referral-driven GTM; relevant as a scale benchmark for clinic-network operating leverage, though U.S.-focused and significantly larger.
- Akumin: U.S. operator of outpatient diagnostic imaging centers offering MRI, CT, ultrasound, X-ray, and specialty services. Comparable outpatient multi-clinic imaging model with physician-referral relationships; relevant as a publicly-traded peer for capital-structure and valuation benchmarking.
Direct peers
- Canada Diagnostic Centres (CDC): Western Canada-based multi-modality diagnostic imaging clinic network with PET/CT, MRI, and other advanced imaging capabilities. Comparable outpatient imaging center operator with referral-driven GTM, though serving a different geographic footprint.
- Insight Medical Imaging: Alberta-based multi-modality diagnostic imaging chain offering MRI, CT, ultrasound, X-ray, mammography, and specialty services. Comparable as a privately-operated multi-clinic Canadian imaging network accepting physician referrals, with a similar multi-modality strategy though focused on Western Canada.
- Mayfair Diagnostics: Calgary-headquartered community diagnostic imaging provider operating multiple clinics across Alberta. Comparable as a physician-referral-driven multi-modality Canadian imaging operator with overlapping modalities (ultrasound, X-ray, mammography, BMD) and similar outpatient clinic delivery model.
- Reimer Radiology / Edge Imaging: Manitoba-based diagnostic imaging operator with multiple community clinics. Comparable as a privately-held Canadian multi-modality imaging chain with similar referral-driven business model and community-clinic footprint.
Regional players
- MCI Medical Clinics: Multi-specialty medical clinic chain across Canada including diagnostic services. Comparable multi-site outpatient healthcare delivery model with physician-referral dynamics, though MCI's broader medical-clinic focus makes it a more peripheral imaging peer.
Others
- PocketHealth: Toronto-based patient-facing medical image-sharing platform that TNI integrates with for third-party image/report access. Adjacent technology enabler and ecosystem partner rather than direct competitor; relevant because it represents the consumer-side tooling layer increasingly expected in imaging workflows.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
True North Imaging social profiles
Digital presenceTrue North Imaging compliance and trust
Trust signalCompliance2 records
True North Imaging financial estimates
Financial estimateRevenue estimate
Valuation estimate
True North Imaging leadership team
Management profileNumber of profiles
Profiles3 records
True North Imaging funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True North Imaging M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True North Imaging
What does True North Imaging do?
True North Imaging operates a network of medical imaging clinics across the Greater Toronto Area and Kitchener-Waterloo region, providing diagnostic imaging services including ultrasound, X-ray, mammography, bone mineral density (DXA), sonohysterography, and fertility imaging. Services are delivered through physician referrals and direct patient appointments at multiple clinic locations, with revenue primarily from OHIP-covered services supplemented by fee-for-service uninsured services such as immigration X-rays and consultation reports.
Is True North Imaging a public or private company?
True North Imaging is a private company. It is classified as family owned and is currently operating.
When was True North Imaging founded?
True North Imaging was founded in 1994. It employs 251 to 500 people.
Where is True North Imaging based?
True North Imaging is headquartered in Kitchener, Canada, in the North America region.
How does True North Imaging make money?
Two revenue lines are on record. OHIP-Billed Medical Imaging Services are the primary driver. The others are uninsured Services.
Who are True North Imaging's main competitors?
Broad incumbents on record are LifeLabs, Dynacare, RadNet and Akumin. Direct peers are Canada Diagnostic Centres (CDC), Insight Medical Imaging, Mayfair Diagnostics and Reimer Radiology / Edge Imaging. MCI Medical Clinics is listed as a regional player. PocketHealth is listed as an others.
Does True North Imaging have an API?
No public API is recorded for True North Imaging.
What industry is True North Imaging in?
True North Imaging's product category is Medical Diagnostic Imaging Services. Its primary akta.pro industry code is HLAFAKAA, Radiology Imaging Centers (X-ray/CT/MRI/Ultrasound), with a secondary code of HLAFAKAL, Prenatal & Maternal-Fetal Diagnostic Imaging Centers. Its NAICS code is 621512 and its SIC code is 8093.