Future of Good

What Future of Good does

Future of Good (legal entity: Future of Good Media Inc.) is an Ottawa-headquartered, Quebec-registered private digital media company founded in 2017 that operates futureofgood.co as a journalism and learning platform targeting Canadian social-sector changemakers, including non-profit and charity leaders, social entrepreneurs, foundations, and government policy professionals. The platform publishes daily news, opinion columns, special reports (Food and Housing Insecurity, Changemaker Wellbeing Index, Top 50 Equitable Funders), and a free newsletter, and runs event programming including Storyteller Camp and the Changemaker Wellbeing Summit. Underlying technology is a conventional WordPress publishing stack with email delivery via Mailchimp, analytics through Google Analytics and LinkedIn Insight Tag, and form capture via Airtable; the site is operated on Indiegraf Media's independent-publisher infrastructure.

The business operates a hybrid monetization model. Reader revenue comes from a freemium newsletter and a paid membership program (recurring billing processed through Stripe, with specific pricing not publicly disclosed) and from tax-deductible donations, with the entity registered as a charity under QJCO Q3941382. Enterprise revenue comes from sponsored/partnered content arrangements with named institutional partners including RBC (Royal Bank of Canada), 211 Ontario, GreenShield, and the Government of Canada's Social Finance Fund. Distribution is purely digital and Canada-domestic, spanning the website, newsletter, LinkedIn, YouTube, TikTok, and Bluesky, supplemented by live and on-demand events. The team of 11-50 employees includes six identified editorial and regional staff, with no disclosed institutional investors, funding rounds, or parent company.

Name

Future of Good

Legal name

Future of Good Media Inc.

Website

https://futureofgood.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Future of Good is an Ottawa-based private digital media platform that publishes journalism, newsletters, special reports, and learning events for Canadian social-sector changemakers, monetizing through paid memberships, donations, and sponsored content partnerships.

Ownership category

akta.pro rank

Product category

Social Sector Digital Media

NAICS

Information (51), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)

akta.pro primary industry

Nonprofit & Cause Communications (BPAFADAK)

akta.pro secondary industry

Local & Neighborhood Community Platforms (MPACAJAI)

Keywords

• Social sector journalism
• Nonprofit news
• Digital media platform
• Impact investing coverage
• Changemaker community

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Membership Subscriptions: Future of Good operates a membership program offering premium content, community access, and exclusive resources. Subscriptions are processed through Stripe with automatic billing cycles.
2. Donations: The platform accepts tax-deductible donations from supporters, positioning itself as a charitable organization (QJCO Q3941382 | RJO: 740040910 RR0001).
3. Partnered Content: Sponsored content partnerships with organizations like RBC and 211 Ontario, where Future of Good produces editorial content in exchange for partnership support.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Future of Good is a digital media platform and learning hub that delivers Canadian social sector journalism, analysis, and educational programming to changemakers. Its core products include daily news articles, opinion columns, a free email newsletter, special reports (e.g., Changemaker Wellbeing Index, Top 50 Equitable Funders), a paid membership program with premium content, and live events such as Storyteller Camp and the Changemaker Wellbeing Summit. The platform also produces partnered/sponsored editorial content in collaboration with organizations like RBC and 211 Ontario.

Product overview

Future of Good is a digital media platform and learning hub for changemakers in Canada. It delivers journalism, opinion columns, newsletters, special reports, and events. The company generates revenue through membership subscriptions (processed via Stripe) and partnered content with organizations like RBC and 211 Ontario. Key content verticals include News, Opinion, Columnists, Newsletter Blog, Partnered Content, and Story Collections. Special programs include the Storytelling Studio, Storyteller Camp, AI for Social Impact Academy, and the Changemaker Wellbeing Index. The platform is operated in association with Indiegraf Media.

Differentiator

Problem solved

Functional benefit

Products and services

• Future of Good News and Journalism Daily Canadian social sector journalism covering non-profits, social finance, food and housing insecurity, climate, politics, and changemaker wellbeing, targeted at Canadian changemakers and social sector professionals.
• Free Email Newsletter Free newsletter delivering regular updates on Canadian social sector news and events, serving as the top-of-funnel entry point to the membership program for individual changemakers and professionals.
• Future of Good Membership Paid membership program offering premium content, exclusive resources, community access, and member benefits such as on-demand event recordings for individual changemakers and social sector professionals in Canada.
• Changemaker Wellbeing Index 2025 Special report tracking and benchmarking changemaker wellbeing across Canada, providing data-driven insights into burnout, capacity, and resilience in the social sector.
• Top 50 Equitable Funders Special editorial report profiling and ranking the top 50 equitable funders in Canada, serving foundations, funders, and non-profit leaders researching grant-making landscape.
• Storyteller Camp
• Changemaker Wellbeing Summit
• AI for Social Impact Academy (On Demand)
• Partnered Content Series
• Storytelling Studio
• Food and Housing Insecurity Special Report

Named customers5 records

Segments4 records

Ideal customer profiles3 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 core, major and indirect.

• Indiegraf MediacoreOthersIndiegraf Media powers Future of Good's platform infrastructure. Future of Good appears to be part of the Indiegraf network of independent news publishers.
• RBC (Royal Bank of Canada)majorGTM or Marketing PartnerRBC partnered with Future of Good to produce content about non-profit sector resilience and the RBC Stronger Nonprofits Program. Content is produced with editorial standards maintained as outlined in Future of Good's ethics policy.
• 211 OntariomajorGTM or Marketing Partner211 Ontario partnered with Future of Good to produce content about domestic violence prevention and men's health services, with 211 positioning as a free confidential service connecting people to social supports.
• Social Finance Fund (Government of Canada)indirectOthersFuture of Good provides editorial coverage of the federal Social Finance Fund, its three wholesalers (Realize Capital Partners, Boann Social Impact, and CAP Finance), and the broader social finance ecosystem in Canada.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Emerging players

• Apolitical: A learning and community platform for public servants and policy professionals globally. Overlaps with Future of Good's audience of changemakers and learning-hub positioning, with comparable courses/events/community revenue mix.

Direct peers

• Devex: A media platform covering global development, social finance, and the nonprofit sector. Directly comparable in covering funding flows, impact investing, and nonprofit news with a membership/subscription model for sector professionals.
• Stanford Social Innovation Review: A long-running media outlet covering the nonprofit, social innovation, and impact-investing sectors globally. Closely comparable editorial niche (social sector journalism, special reports, opinion) and one of Future of Good's reporters previously contributed to it.
• Nonprofit Quarterly: An independent nonprofit media outlet publishing journalism, opinion, and analysis about the U.S. nonprofit sector. Overlapping editorial scope (nonprofit leadership, equity, sector commentary) and similar membership/community-driven business model.
• Policy Options (IRPP): A Canadian policy magazine published by the Institute for Research on Public Policy. Comparable as a Canadian nonprofit, public-interest policy outlet using journalism, op-eds, and sponsored content to reach policymakers and sector leaders.
• The Discourse: A Canadian community-funded independent news outlet producing local investigative and explanatory journalism. Comparable as a small Canadian independent news brand with a member-supported model and mission-driven editorial focus.
• The Conversation Canada: A nonprofit Canadian news platform that commissions expert-authored journalism on social, policy, and scientific topics. Comparable in mission, free-newsletter model, and nonprofit-style funding structure serving the Canadian public-interest audience.

Others

• Indiegraf Media: A platform/network powering independent Canadian news publishers including Future of Good. Listed because it is the company's infrastructure partner and a strategic ecosystem participant rather than a direct editorial competitor.

Regional players

• The Tyee: A long-running independent Canadian digital news outlet with a reader-supported membership model. Operates in the same Canadian independent-news landscape as Future of Good, though focused on British Columbia and broader Canadian politics rather than the social sector specifically.
• Ricochet Media: A Canadian independent, reader-funded investigative journalism outlet. Comparable as a small Canadian independent news brand using a member-supported model, though its editorial scope is broader political investigative reporting rather than the social sector.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCK4eIp1WS1aTtElidaPRoNg
• LinkedInlinkedin.com/company/futureofgood
• TikToktiktok.com/@futureofgood?lang=en
• Xx.com/futureofgood
• Facebookfacebook.com/futureofgood

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Future of Good