METRAC

What METRAC does

METRAC is a Toronto-based not-for-profit organization, incorporated in Ontario in 1984, that works to prevent and end gender-based violence against women, youth, 2-Spirit, Trans, and Non-binary people. The organization delivers programs and services across three operational pillars: Safety (Campus, Workplace, and Neighbourhood Safety Audits), Justice (the Community Justice Program providing legal information and navigation support), and ReAct (a peer youth leadership program), supported by the May Be Me annual awareness campaign, the Women in Employment program, and the TransFormed Project. Its primary beneficiaries are women and youth facing intimate partner violence, family violence, sexual assault, harassment, and stalking, with secondary service to institutional clients (universities, schools, workplaces, neighbourhoods) that contract METRAC for Safety Audits and training.

METRAC's technology stack is intentionally lightweight: web-hosted educational games (RePlay/ReJouer: Finding Zoe, targeting youth aged 8-14, available in English and French), an Android mobile app (Not Your Baby) for sexual-harassment response, and online safety resources such as Cover Your Tracks. These are content-and-education delivery vehicles rather than crisis-response or AI-driven tools. The organization co-developed RePlay/ReJouer with Take Action Games (and the French version with Centre ontarien de prévention des aggressions), and a Spanish partner (Paz y Desarrollo) adapted the game into Vietnamese as Hành trình yêu thương, demonstrating a partner-led localization model.

METRAC's revenue model combines four streams: annual membership dues on a sliding scale ($0-$10 for youth/students/unemployed; $25 individuals; $35 non-profits; $100-$500 for-profits based on budget), public donations, publication sales (with a 10% member discount), and training/event fees (reduced for members). Its go-to-market is community-led: grassroots volunteer engagement, multi-channel digital outreach (website, Instagram, Facebook, Twitter, monthly MEMO e-newsletter), and direct institutional sales for Safety Audit and training contracts. The organization is governed by a volunteer Board of Directors elected by membership at the AGM, with no disclosed parent company, institutional investors, or funding rounds.

Name

METRAC

Legal name

METRAC

Website

https://metrac.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

METRAC is a Toronto-based non-profit (founded 1984) that prevents gender-based violence against women, youth, and 2-Spirit/Trans/Non-binary people in Ontario through Safety Audits, legal education, youth peer leadership, and digital tools like the RePlay/ReJouer video game.

Ownership category

akta.pro rank

Product category

Social Services and Violence Prevention

NAICS

Individual and Family Services (6241), Human Rights Organizations (813311), Professional Organizations (81392)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro industry

PRIMARYBPAGAFAB

Human Rights & Anti-Discrimination Organizations

Business & Public Services/Nonprofit, NGO & Social Services/Civil Rights, Advocacy & Public Policy Organizations

SECONDARYBPAGAEAN

Reentry & Justice-Involved Support Services

Business & Public Services/Nonprofit, NGO & Social Services/Social Services & Community Support (Food, Housing, Family)

Keywords

• Violence prevention services
• Community safety audits
• Gender-based violence education
• Legal information training
• Youth peer leadership

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees ranging from $0-10 for youth/students, $25 for individuals, $35 for non-profits, and $100-500 for for-profit organizations based on budget size.
2. Donations: Public donations to support METRAC's work to prevent violence against women and youth.
3. Publication Sales: Sale of resources, guides, and publications with 10% discount for members.
4. Training Fees: Reduced fees for trainings and other events for members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

METRAC is a Toronto not-for-profit agency that delivers violence prevention education and services to women, youth, 2-Spirit, Trans and Non-binary people across Ontario. Its core offerings include Safety Audits for campuses, workplaces, and neighbourhoods; the Community Justice Program providing legal information training and resources; the ReAct youth peer leadership program; the May Be Me annual awareness campaign; and digital educational tools such as the RePlay/ReJouer online video game and the Not Your Baby mobile app.

Product overview

METRAC is a Toronto-based non-profit organization (formed in 1984) that works with individuals, communities and institutions to change ideas, actions and policies with the goal of ending violence against women and youth. The organization delivers programs and services focused on education and prevention using innovative tools. The core offerings include Safety Audits (methodology for assessing and improving community safety), the Community Justice Program (legal training and resources), ReAct (youth peer leadership program), the May Be Me annual campaign, and digital tools including the RePlay/ReJouer educational video game for youth aged 8-14 and the Not Your Baby app. METRAC also publishes resources, pamphlets and provides training to help women, youth and communities access justice, safety and support.

Differentiator

Problem solved

Functional benefit

Brands

• ReAct: Youth peer program that creates opportunities for young people to challenge each other to prevent violence against women and youth.
• May Be Me
• Community Justice Program (CJP)
• Not Your Baby
• RePlay/ReJouer

Products and services

• RePlay/ReJouer: Finding Zoe / Où est Zoé? Award-winning online educational video game to promote healthy relationships amongst youth aged 8 to 14, available in English and French. Funded by the Government of Ontario and developed in partnership with Take Action Games. Targeted at youth, educators, and youth-serving organizations.
• Safety Audits Safety audits and methods used to help women, youth, neighbours, students and coworkers build safer communities and prevent violence, harassment and discrimination. Delivered across campus, workplace, and neighbourhood contexts.
• Community Justice Program (CJP) Programming to help women navigate the legal system, delivering legal information training and resources. Targeted at women experiencing violence and the service providers who support them.
• ReAct Peer youth program that creates opportunities for young people to challenge each other to prevent violence against women and youth through leadership development. Targeted at youth and youth-serving organizations.
• May Be Me Campaign Annual campaign to raise awareness and funds to prevent violence against diverse women and youth, held year-round with events and personal fundraising pages.
• Not Your Baby App Mobile application to help people deal with sexual harassment. Android version released with May Be Me campaign funding. Targeted at individuals experiencing sexual harassment.
• Publications and Resources Various pamphlets, resources, games and apps published by METRAC to help people know the signs of violence and how to access justice, safety and support. Sold with a 10% discount for members.
• Cover Your Tracks Online safety resource providing guidance on internet privacy, browser security, social media safety, and how to cover digital tracks when at risk of violence.

Quantifiable outcome

• ReAct peer youth program creates opportunities for young people to challenge each other to prevent violence against women and youth
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Take Action GamescoreStrategic or Co-development PartnerPartnered with Take Action Games to develop the award-winning RePlay/ReJouer online video game for youth aged 8-14 to promote healthy relationships.
• Centre ontarien de prévention des aggressionscoreStrategic or Co-development PartnerPartnered to develop the French version of the RePlay/ReJouer video game.
• Paz y DesarrollominorStrategic or Co-development PartnerSpanish organization that adapted RePlay/ReJouer to create the Hành trình yêu thương (The Love Journey) game for students in Vietnam.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• National Coalition Against Domestic Violence (NCADV): US national coalition providing public education, policy advocacy, and resource directories on domestic violence; overlaps with METRAC's prevention/education model but is geographically and jurisdictionally distinct.
• RAINN (Rape, Abuse & Incest National Network): Largest US anti-sexual violence organization operating the National Sexual Assault Hotline and prevention education programs; comparable prevention-education mix to METRAC's Community Justice Program but at vastly different geographic scale.

Direct peers

• YWCA Toronto: Toronto-based women's services organization delivering gender-based violence prevention, advocacy, and educational programming, serving overlapping women and youth populations with similar community-led GTM.
• White Ribbon Canada: Canadian non-profit focused on ending violence against women and girls through awareness, education, and prevention programs, with overlapping target audiences and a similar prevention-led mandate as METRAC.
• Interval House Toronto: Toronto shelter and counseling provider for women fleeing violence; serves overlapping populations and competes with METRAC for the same donor and volunteer base within the local GBV ecosystem.
• The 519 (Toronto): Toronto LGBTQ+ community centre delivering programs for 2-Spirit, Trans, and Non-binary populations that directly intersect with METRAC's TransFormed Project and Trans resources offerings.
• Assaulted Women's Helpline (Ontario): Ontario-wide crisis, support, and information line for women experiencing violence; directly serves the same primary persona as METRAC's Community Justice Program and Legal Information Training.
• WomanACT (Woman Abuse Council of Toronto): Toronto-based organization working to prevent gender-based violence through training, public education, and institutional engagement, directly competing for the same institutional Safety Audit and education contracts as METRAC.

Broad incumbents

• Canadian Women's Foundation: National public foundation funding GBV prevention programs across Canada; competes with METRAC for corporate and institutional grant funding but operates at a much wider geographic and thematic scale.
• Ending Violence Association of British Columbia (EVA BC): Provincial umbrella association coordinating sexual assault and domestic violence services across BC; comparable model as an issues/advocacy non-profit but operating more broadly as a network coordinator than direct provider.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/METRACorg
• Facebookfacebook.com/metracorg
• Instagraminstagram.com/metracorg

Revenue estimate

Valuation estimate

Number of profiles

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 METRAC