Guiding Right

What Guiding Right does

Guiding Right, Inc. (GRI) is a 501(c)(3) community health nonprofit founded in 1999 and headquartered in Oklahoma City, Oklahoma, that operates as the state's leading Black public health organization. It delivers free HIV prevention, testing, counseling, case management, and linkage-to-care services to Black and other marginalized populations across the Oklahoma City and Tulsa metropolitan statistical areas, alongside adjacent public health lines including sexually transmitted infection screening (syphilis, gonorrhea, chlamydia, viral hepatitis), Pre-Exposure Prophylaxis (PrEP) access, the evidence-based CLEAR behavioral intervention, tobacco cessation (Smoke Free Roots / M-POWER), a federally administered Women, Infants & Children (WIC) nutrition program, vaccines, and a SAMHSA Minority AIDS Initiative-funded behavioral health program called THRIVE launched in 2023. All services are provided at no charge to clients.

GRI's underlying "platform" is a community-based outreach and care coordination model rather than a software product: services are delivered through four physical sites (headquarters at 1420 NE 23rd Street, the New Hope Wellness Center at 2809 NW 31st Street, GRI-North at 2240 NW 39th Street in Oklahoma City, and the Tulsa office at 4619 S Harvard Avenue), supplemented by off-site community testing at churches, schools, and partner venues, a mail-order at-home HIV test kit program, and a transportation-assistance service (GRI Rides). The 2021-established New Hope Wellness Center extends the operating model into direct ambulatory clinical care, including Ryan White Part B clinic designation and antiretroviral therapy access through ADAP; a Center for Excellence at that clinic is scheduled to launch on December 1, 2025, to expand PrEP and PEP capacity.

The business model is grant- and donation-funded rather than commercial. Revenue streams consist of restricted and unrestricted grants from federal agencies (CDC, SAMHSA), the Oklahoma Health Care Authority, private foundations (Elton John AIDS Foundation, George Kaiser Family Foundation, Anne and Henry Zarrow Foundation), pharmaceutical companies with HIV franchises (Gilead, ViiV Healthcare), and the AIDS Healthcare Foundation, plus tax-deductible individual and corporate donations. Customer segments served include Black and African American Oklahomans, individuals at high risk for or living with HIV/AIDS, pregnant and postpartum women and children under five (WIC), and African Americans affected by tobacco-related disparities. The organization is led by founder, president, and CEO Theodore H. Noel, II and governed by a board chaired by Dr. Angela Christopher, JD.

Name

Guiding Right

Legal name

Guiding Right, Inc.

Website

https://guidingright.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Guiding Right, Inc. is a 501(c)(3) nonprofit founded in 1999 that delivers free HIV prevention, testing, PrEP, STI screening, WIC nutrition, and behavioral health services to Black and marginalized populations across the Oklahoma City and Tulsa metropolitan areas, funded primarily through federal, foundation, and pharmaceutical grants.

Ownership category

akta.pro rank

Product category

Community Health Services

NAICS

Voluntary Health Organizations (813212), Individual and Family Services (6241), Human Rights Organizations (813311)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Public Health & Health Equity Organizations (BPAGACAL)

akta.pro secondary industries

Sexual Health & STI/HIV Prevention Health Departments (HLAJAAAL), Health Equity, Access & Social Determinants Programs (BPAIAJAO)

Keywords

• HIV/AIDS prevention services
• Public health programs
• Community health outreach
• Sexual health services
• Nutrition assistance programs

Headquarters

HQ city

Oklahoma City

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Grants and Funding: Guiding Right operates as a 501(c)(3) nonprofit organization funded primarily through grants from government agencies (CDC, SAMHSA, Oklahoma Health Care Authority), foundations (Elton John AIDS Foundation, GKFF), and healthcare organizations (AIDS Healthcare Foundation, Gilead, ViiV Healthcare). Funding supports HIV prevention, treatment, tobacco cessation, WIC nutrition programs, and general operations.
2. Donations: Individual and corporate donations from the public, tax-deductible contributions supporting various programs including HIV/AIDS prevention and treatment, tobacco cessation (M-Power), WIC, and THRIVE programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Guiding Right is a 501(c)(3) community-based public health nonprofit that delivers free HIV/AIDS prevention, testing, counseling, and treatment services, plus STI screenings, PrEP access, WIC nutrition, tobacco cessation, vaccines, and case management. It operates clinical facilities and outreach programs targeting Black and marginalized populations in Oklahoma City and Tulsa.

Product overview

Guiding Right, Inc. is a non-profit 501(c)(3) community health organization founded in 1999, serving as Oklahoma's leading Black public health organization. Rather than a single unified software product, it operates a portfolio of interconnected public health programs and services focused on HIV/AIDS prevention and treatment, sexual health, nutrition, and tobacco cessation. The core programs include the HIV/AIDS Prevention and Treatment Program, THRIVE for substance abuse and HIV prevention, New Hope Wellness Center for clinical care, WIC nutrition services, Smoke Free Roots tobacco cessation, and the PrEP Center of Excellence. These programs are supported by enabling services including GRI Rides transportation assistance, FreshLIFE nutrition support, Access Wellness copay assistance, and CLEAR! behavioral intervention. Services span testing, counseling, treatment, education, case management, and community outreach across Oklahoma City and Tulsa.

Differentiator

Problem solved

Functional benefit

Brands

• New Hope Wellness Center: A patient-focused healthcare center providing ambulatory medical care to Black and Hispanic/Latinx individuals living with HIV in Western Oklahoma Service Area, including HIV primary care, antiretroviral therapy, case management, mental health counseling, and medication access through ADAP.
• THRIVE
• Smoke Free Roots
• GRI Services

Products and services

• HIV/AIDS Prevention and Treatment Program Comprehensive HIV/AIDS services including free health screenings, testing, counseling, case management, and linkage to care for African Americans and marginalized communities in Oklahoma.
• THRIVE (Treatment, Referrals, Interventions, and Education) Program to prevent and reduce substance abuse/misuse and transmission of HIV/AIDS among racial/ethnic minorities at increased risk, offering therapy referrals, substance abuse treatment referrals, health system navigation, and community outreach.
• New Hope Wellness Center Patient-centered healthcare facility providing ambulatory medical care to Black and Hispanic/Latinx individuals living with HIV, including HIV primary care, access to antiretroviral therapy, case management, mental health counseling, and pharmacy services.
• WIC (Women, Infants & Children) Federally funded nutrition program providing nutrition education and supplemental foods for pregnant, postpartum, and breastfeeding women, infants, and children under five.
• Smoke Free Roots Tobacco prevention program working to eliminate tobacco-related health disparities among African Americans in Oklahoma through policy work, community engagement, and connections to the Oklahoma Tobacco Helpline.
• PrEP Center for Excellence Pre-exposure prophylaxis access program providing individuals at risk for HIV with access to daily medication, education, screenings, prescription support, and insurance/financial aid assistance.
• Free At-Home HIV Test Kits Delivery of at-home rapid testing kits for detection of HIV, providing self-help option for fast results in minutes with simple, easy-to-use process and HIPAA-compliant secure ordering.
• COVID-19 and Other Vaccines Free vaccines provided to children and adults including routine childhood vaccines, COVID-19 vaccines and boosters, flu vaccines, and vaccines to prevent sexually transmitted infections.
• Health Screenings and Promotion Free and confidential health screenings including testing for HIV, Syphilis, Gonorrhea, Chlamydia, and Viral Hepatitis, along with HIV prevention educational workshops and community presentations.
• Ryan White Part B Clinic Program serving as a Ryan White Part B Clinic providing comprehensive HIV care services including medical care, medication access through ADAP, and supportive services.

Quantifiable outcome

• PrEP reduces sexual transmission of HIV by about 99% when used consistently
• +2 more outcomes

Named customers2 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

Partnerships

Four partnerships are on record, tiered strategic and supporting.

• KFF (Kaiser Family Foundation)strategicGTM or Marketing Partner · 6 December 2023GRI participated in KFF's Greater Than HIV video series along with CDC's Let's Stop HIV Together campaign. Features sexual health experts discussing STI misconceptions.
• Next Level Career Coaches (NLCC)supportingStrategic or Co-development PartnerPartner providing job readiness workshops to GRI clients to address the connection between employment and health outcomes.
• Tulsa Health DepartmentstrategicStrategic or Co-development PartnerCollaborative partnership for Stop the Rise of STIs town hall events and sexual health awareness programs in Tulsa area.
• Oklahoma State Department of HealthstrategicStrategic or Co-development PartnerState health department administering WIC program through GRI and providing HIV/STD service training for counseling and testing staff.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• AIDS Healthcare Foundation: Global nonprofit providing HIV/AIDS medical care, testing, and prevention across 45+ countries. A current major grant funder of Guiding Right, it competes for the same federal HIV funding pool and operates its own clinics and outreach programs, including in Oklahoma-adjacent markets.
• GMHC (Gay Men's Health Crisis): One of the oldest and largest HIV/AIDS service organizations in the U.S., based in New York. Offers overlapping services (testing, PrEP, case management, mental health) at significantly larger scale; competes for the same federal and foundation grant pools.

Direct peers

• Latino Commission on AIDS: National nonprofit delivering HIV prevention, testing, and health education to Latino and other marginalized communities. Comparable CBO model, federal-grant funding mix, and mission of addressing HIV disparities in communities of color.
• Thrive SS: Atlanta-based community-based organization focused on health and wellness for Black same-gender-loving men, including HIV prevention, PrEP linkage, and mental health. Comparable community-led model, demographic focus, and prevention/PrEP navigation services.
• Black AIDS Institute: National Black-led HIV/AIDS policy, mobilization, and education organization. Comparable mission of ending the HIV epidemic in Black communities; differs in being primarily a policy/training hub rather than a clinical service provider.
• The Afiya Center: Dallas-based reproductive justice and HIV organization serving Black women and girls in Texas. Closely comparable scope: HIV/PrEP navigation, sexual health education, community outreach, and Black-women-centered clinical linkage.
• SisterLove: Atlanta-based nonprofit focused on HIV/AIDS and sexual/reproductive health equity for Black women and marginalized communities. Mirrors GRI's combination of HIV prevention, PrEP navigation, clinical services, and community-led advocacy, with a similar Black-women-centered equity lens.
• My Brother's Keeper (Mississippi): Mississippi-based community-based nonprofit focused on HIV/AIDS prevention, care, and treatment for Black and marginalized populations in the Deep South. Directly comparable mission, target demographic, and community-embedded delivery model to Guiding Right.

Others

• NASTAD: National association of state and territorial HIV/AIDS directors. Adjacent ecosystem participant — both GRI and NASTAD channel Ryan White/CDC funding, and NASTAD convenes the public-health authorities that contract with GRI.
• National Minority AIDS Council (NMAC): National umbrella organization representing CBOs of color delivering HIV services. Indirect peer — GRI's peers participate in NMAC's constituency, and both compete for and benefit from CDC/SAMHSA capacity-building funding.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/guiding-right-inc
• Instagraminstagram.com/guiding.right
• Xx.com/gri1999

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 Guiding Right