Association of Ontario Midwives

What Association of Ontario Midwives does

The Association of Ontario Midwives (AOM), founded in 1984 and headquartered at 365 Bloor Street East, Toronto, is the professional membership association representing Registered and Indigenous midwives in Ontario, Canada. The organization delivers a unified professional ecosystem spanning clinical resources, emergency-skills training, advocacy, research grants, and equity programs, serving roughly the full population of Ontario midwives who in turn attend approximately 20% of all births in the province across 100+ communities. The AOM does not deliver direct clinical care; rather, it equips its members with the standards, training, and policy infrastructure needed to practice.

The AOM's core products cluster around four pillars. First, the Emergency Skills Workshop (ESW) program is a College of Midwives of Ontario-certified, midwife-designed and taught emergency obstetric curriculum, now in its 8th edition with new upright breech management content; extensions include ESW Connect for interprofessional training and the Paramedic Emergency Skills Program (PESP) for EMS personnel, together accounting for 237 training events and 532 participants in 2025. Second, evidence-based Clinical Practice Guidelines cover topics from birthplace choice to postpartum hemorrhage, supported by visual tools such as pictograms for client counseling and multilingual handouts. Third, the Indigenous Midwifery Program advances restoration of Indigenous birth practices through Community Readiness Grants and partnerships with First Nations, Inuit, and M\u00e9tis communities, employing roughly 70 Indigenous midwives. Fourth, data and quality infrastructure is delivered through the AOM-BORN Knowledge Translation Task Force and BORN Midwifery Advisory Committee, which co-govern the BORN Information System under Ontario's PHIPA, supplemented by midwifery research grants and quality improvement resources.

The AOM is a non-profit professional association funded primarily through membership dues from Registered and Indigenous midwives, supplemented by training event fees, government grants for Indigenous midwifery programs, and ancillary revenue from shop and resource sales. Its go-to-market operates community-led, with a public-facing website (Find a Midwife directory, birthplace information) serving prospective clients at top-of-funnel, while membership recruitment, ESW enrollment, and the 'Midwifery Memo' newsletter drive member engagement. Distribution reaches every midwifery practice group in Ontario, with 229 PRN (flexible) ESW events and content accessed by 268 midwives in other Canadian provinces, signaling an emerging pan-Canadian training footprint beyond its Ontario member base.

Name

Association of Ontario Midwives

Legal name

Association of Ontario Midwives

Website

https://ontariomidwives.ca

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

The Association of Ontario Midwives is the professional membership association for Registered and Indigenous midwives in Ontario, providing clinical practice guidelines, the College-certified Emergency Skills Workshop curriculum, BORN Information System resources, and Indigenous midwifery programs that support midwives attending roughly 20% of provincial births across 100+ communities.

Ownership category

akta.pro rank

Product category

Midwifery Professional Association Services

NAICS

Professional Organizations (81392), Business Associations (813910)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Midwifery & Birth Centers (HLAFAJAC)

Keywords

• Professional midwifery association
• Clinical practice guidelines
• Emergency obstetric training
• Indigenous midwifery support
• Maternity care services

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Others, Marketing or Sales

Revenue model

1. Membership dues: The AOM is a professional association funded primarily through membership fees from Registered and Indigenous midwives in Ontario. The website references membership benefits and fees, indicating a membership-based revenue model.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Association of Ontario Midwives is a professional membership association that represents and supports Registered and Indigenous midwives in Ontario. It provides clinical practice guidelines, the College of Midwives of Ontario-certified Emergency Skills Workshop (ESW) program and its Paramedic adaptation (PESP), Indigenous midwifery programming with Community Readiness Grants, midwifery research grants, BORN Information System data resources, mobile apps, the AOM On Call support service, advocacy, and professional development for its members.

Product overview

The Association of Ontario Midwives offers a portfolio of professional development and clinical support products, primarily as a professional association. Core offerings include the Emergency Skills Workshop (ESW) program with its 8th edition manual, ESW Connect for interprofessional collaboration, and the Paramedic Emergency Skills Program (PESP). The Indigenous Midwifery Program supports Indigenous birth workers through Community Readiness Grants. Research is advanced through Midwifery Research Grants across Established Career, Early Career, and Mentored categories. Clinical support is provided through BORN Information System resources (data templates, clinical reports, FAQs) and Clinical Practice Guidelines with supplementary tools. Mobile apps and the AOM On Call service provide additional member support. These products function as a unified professional ecosystem for Ontario's midwifery workforce rather than a modular software platform.

Differentiator

Problem solved

Functional benefit

Brands

• ESW (Emergency Skills Workshop): Emergency Skills Workshop - College of Midwives of Ontario-certified emergency obstetric training program designed and taught by midwives for midwives.
• PESP (Paramedic Emergency Skills Program)
• ESW Connect
• AOM On Call

Products and services

• Emergency Skills Workshop (ESW)
• ESW Connect
• Paramedic Emergency Skills Program (PESP)
• Indigenous Midwifery Program
• Midwifery Research Grants
• BORN Information System Resources
• Clinical Practice Guidelines
• Mobile Apps for Midwives
• AOM On Call

Quantifiable outcome

• Approximately 20% of all births in Ontario are attended by midwives
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BORN OntariocoreStrategic or Co-development PartnerThe AOM works closely with BORN Ontario on the BORN Information System (BIS), a prescribed registry under Ontario's Personal Health Information Protection Act. The partnership includes the AOM-BORN Knowledge Translation Task Force, which recommends improvements to the BIS for midwives. The AOM has also established the BORN Midwifery Advisory Committee to collaborate on midwifery-specific data needs.
• First Nations, Inuit, and Métis CommunitiescoreStrategic or Co-development PartnerThe AOM supports the restoration and renewal of Indigenous midwifery practices through Indigenous Midwifery Programs (IMPs), Community Readiness Grants (CRGs), and relationship building with First Nations communities. The Indigenous Midwifery team works to bring birth home to Indigenous communities.
• College of Midwives of OntariocoreStrategic or Co-development PartnerThe AOM's Emergency Skills Workshop (ESW) program is College of Midwives of Ontario-certified, ensuring the curriculum meets professional standards for emergency obstetric training.
• McMaster University Midwifery Education ProgramcoreStrategic or Co-development PartnerCollaborates on midwifery education and research. MEP students use the ESW program for emergency skills training, with 101 Canadian students (including Ontario MEP students) learning through the AOM's ESW program.
• Midwifery Practice Groups (MPGs)coreStrategic or Co-development PartnerOver 90 midwifery practice groups across Ontario that provide midwifery care and use AOM resources, clinical guidelines, and the BORN Information System for data entry and reporting.
• Trillium Health PartnersminorStrategic or Co-development Partner'Remi Ejiwunmi, an Ontario midwife, serves as Vice President of the future Shah Family Hospital for Women and Children at Trillium Health Partners, advocating for midwifery integration in equitable health systems design.
• Dilico Anishinabek Family CarecoreStrategic or Co-development PartnerIntegrated agency providing services to the Indigenous community within Thunder Bay and surrounding Robinson-Superior Treaty First Nation communities. Partners with Indigenous Registered Midwife Lisa Bishop to provide Indigenous midwifery programming.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Association of Alberta Midwives: Alberta's provincial midwife professional association. Comparable member-services model but operates in a different provincial regulatory and funding environment.
• Regroupement Les Sages-Femmes du Québec: Quebec's midwifery professional association. Comparable role in francophone midwifery practice; relevant given 83 francophone ESW participants AOM already serves.
• Midwives Association of British Columbia: Provincial midwife professional association serving BC. Highly comparable structure (membership, advocacy, continuing education) but does not compete in Ontario — most direct AOM counterpart in another province.

Broad incumbents

• American College of Nurse-Midwives: Largest US midwifery professional association. Comparable member-services, education, and advocacy model but at national scale in a much larger market.
• Royal College of Midwives (UK): UK midwifery professional body. Comparable structure and mission, but operates at much larger scale in a jurisdiction where midwives attend ~50% of births.

Others

• International Confederation of Midwives (ICM): Global midwifery federation. Provides the international standards framework that AOM's clinical practice guidelines and Indigenous midwifery work align with, and represents an upstream influencer on AOM's policy positions.
• Society of Obstetricians and Gynecologists of Canada (SOGC): National specialty society for Canadian OB/GYNs. Not a direct competitor, but adjacent perinatal-health professional body that AOM increasingly partners with on integrated maternity care models.

Direct peers

• Canadian Association of Midwives: National professional association representing midwives across Canada. Directly comparable as a higher-tier membership body serving the same profession with overlapping advocacy, continuing education, and Indigenous midwifery (NACM) programs.
• National Aboriginal Council of Midwives (NACM): Indigenous-led midwifery council operating under the Canadian Association of Midwives. Directly comparable to AOM's Indigenous Midwifery Program, Community Readiness Grants, and Indigenous midwife membership focus.

Emerging players

• College of Midwives of Ontario: Provincial regulator that certifies AOM's ESW curriculum. Comparable as a midwife-sector Ontario organization, but operates in regulation rather than member services, professional development, or advocacy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ontariomidwives
• YouTubeyoutube.com/user/OntarioMidwives
• Facebookfacebook.com/OntarioMidwives
• LinkedInlinkedin.com/company/association-of-ontario-midwives
• Instagraminstagram.com/ontariomidwives/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Association of Ontario Midwives