Greater National Advocates

What Greater National Advocates does

Greater National Advocates (GNA) is a 501(c)(3) nonprofit organization headquartered in Chicago, Illinois, operating the GNANOW.ORG directory that connects patients and families with Independent Patient Advocates across the United States. Founded in May 2004 by L. Bradley Schwartz — a sepsis survivor and quadruple amputee who became a patient advocate after surviving a near-fatal medical error — the organization addresses the difficulty patients face navigating the U.S. healthcare system during medical crises. GNA maintains a lean operation with 1-10 employees and serves patients nationwide across five specialty verticals: Medical Guidance, Special Care & Aging, Insurance & Billing, Wellness & Lifestyle, and Survivor Support.

The platform comprises a searchable web directory filtered by specialty, credentials, language, faith, and geography; the Advocacy Support Center offering free guidance from trained Patient Advocacy Liaisons; TeleAdvocacy capability for remote consultations; the PA360° professional community launched in 2024 for advocacy practitioners; and a Search Assistant tool that helps patients identify the right type of advocate. GNA displays BCPA credentials on advocate listings and requires adherence to PACB Ethical Standards and the CHCAO Collaborative Code of Ethics.

GNA operates on a donor-funded model with no revenue from hospitals, insurers, investors, or listed advocates. The directory and Support Center are free for both patients and advocates, with no tiered paid placement and randomized search results ensuring equal visibility. Individual advocates set their own service pricing, typically paid out-of-pocket by patients since most insurance plans do not cover independent advocacy. The go-to-market combines content marketing (blog, podcast, SEO) with a community-led recruitment strategy targeting healthcare professionals transitioning to independent advocacy practice.

Name

Greater National Advocates

Legal name

Greater National Advocates, Inc.

Website

https://gnanow.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Greater National Advocates is a 501(c)(3) nonprofit operating the GNANOW.ORG directory, the nation's largest free online directory connecting patients and families with Independent Patient Advocates across all 50 U.S. states.

Ownership category

akta.pro rank

Product category

Patient Advocacy Directory

NAICS

Other Individual and Family Services (624190), Individual and Family Services (6241)

SIC

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

akta.pro primary industry

Patient Advocacy, Navigation & Access to Care (BPAGACAH)

akta.pro secondary industry

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

Keywords

• Patient advocacy directory
• Healthcare navigation services
• Independent patient advocates
• Medical billing advocacy
• Nonprofit healthcare support

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donor Contributions: GNA is a 501(c)(3) nonprofit funded entirely by donor contributions. The organization explicitly states it takes no money from hospitals, insurers, investors, or the advocates it lists, ensuring complete independence and alignment only with patients and loved ones.
2. No Transaction Fees: GNA does not charge advocates for directory listings, referrals, or higher placement. Search results are randomized. This model removes financial barriers for advocates while ensuring the directory serves patients without commercial bias.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Greater National Advocates operates GNANOW.ORG, the nation's largest free online directory connecting patients and loved ones with Independent Patient Advocates across five specialties: Medical Guidance, Special Care & Aging, Insurance & Billing, Wellness & Lifestyle, and Survivor Support. Patients search the directory at no cost and contact advocates directly, while a separate Advocacy Support Center staffed by trained Patient Advocacy Liaisons provides free early guidance to help users understand their situation before engaging an advocate. The platform also includes a Search Assistant tool, TeleAdvocacy capability for remote consultations, and the PA360° online community for advocacy professionals, all funded entirely by donor contributions.

Product overview

Greater National Advocates operates GNANOW.ORG as a nonprofit national directory platform that connects patients and loved ones with Independent Patient Advocates. The platform comprises the core searchable directory (GNANOW.ORG Directory), an Advocacy Support Center offering free guidance from Patient Advocacy Liaisons, TeleAdvocacy services for remote consultations, the Patient Advocacy 360° (PA360°) professional community for advocates, and a Search Assistant to help users find the right advocate. The platform is free for both advocates and the public, operating as a 501(c)(3) nonprofit without funding from hospitals, insurers, or investors.

Differentiator

Problem solved

Functional benefit

Products and services

• GNANOW.ORG Directory The nation's largest free online directory of Independent Patient Advocates, allowing patients and loved ones to search by location, specialty (Medical Guidance, Special Care & Aging, Insurance & Billing, Wellness & Lifestyle, Survivor Support), credentials, language, faith, and other criteria to find qualified advocates.
• Advocacy Support Center Free support center staffed by trained Patient Advocacy Liaisons that provides early guidance and practical next steps for patients and loved ones navigating healthcare problems, helping them understand their situation and identify appropriate advocate services.
• TeleAdvocacy Remote advocacy services that enable Independent Patient Advocates listed in the directory to work with patients and families via phone or video, extending access beyond geographic constraints.
• Patient Advocacy 360° (PA360°) Online professional community for Independent Patient Advocates to connect, collaborate, share resources, participate in real-time discussions across topic rooms, and access CE programs; included as part of free professional membership.
• Search Assistant / Guided Search Interactive guided search tool that walks patients through selecting the right type of advocate based on their situation and needs, supplementing the standard directory search.

Quantifiable outcome

• Free early guidance from Patient Advocacy Liaisons helps prevent problems from escalating
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Patient Advocate Certification Board (PACB)coreOthersGNA displays BCPA credentials on advocate listings and requires all listed advocates to adhere to PACB Ethical Standards. L. Bradley Schwartz served on the PACB board prior to founding GNA, helping shape policy and develop credentialing for the profession.
• Coalition of Health Care Advocacy Organizations (CHCAO)coreOthersL. Bradley Schwartz is a founding member of CHCAO. GNA requires listed advocates to follow the Collaborative Code of Ethics published by CHCAO.
• World Health Organization (WHO) Global Action Plan for Patient SafetyminorOthersL. Bradley Schwartz is a champion member of the WHO Global Action Plan for Patient Safety, representing the independent patient advocacy perspective in international patient safety initiatives.
• National Association of Healthcare Advocacy (NAHAC)coreOthersL. Bradley Schwartz served on the NAHAC board prior to founding GNA. GNA supports the professional advocacy community and encourages advocates to join multiple organizations.
• Pulse Center for Patient Safety, Education & AdvocacyminorOthersGNA recommends Pulse as a resource for advocates, offering free programs that enhance the advocacy community through relationships, case studies, and resources. Marc Berlin completed Pulse's Family Centered Patient Advocacy training.
• HealthAdvocateXminorOthersGNA references HealthAdvocateX as a national advocacy nonprofit providing outreach and training for advocates and individuals interested in self-advocacy and healthcare equity.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Solve M.E. Disease-specific nonprofit (formerly CFIDS Association) advocating for patients with myalgic encephalomyelitis/chronic fatigue syndrome. Comparable to GNA's survivor support and disease-specific advocacy segments through patient navigation and advocacy services.
• Solace: Digital health advocacy marketplace connecting patients with advocates through a tech-enabled platform. Comparable to GNA as a directory/matchmaker for patient advocates, but operates as a venture-backed digital platform with paid matching and integrated services.

Direct peers

• HealthAdvocateX: National nonprofit providing outreach and training for patient advocates and self-advocacy, focused on healthcare equity. Directly comparable to GNA as a peer advocacy nonprofit, and explicitly listed as a partner/resource by GNA.
• Patient Advocate Foundation: National 501(c)(3) nonprofit providing direct case management services to patients with chronic, life-threatening, and debilitating illnesses, particularly around insurance, financial assistance, and access to care. Highly comparable to GNA as a patient advocacy nonprofit serving similar patient populations and pain points.
• National Association of Healthcare Advocacy: Professional association for healthcare advocates providing networking, education, and directory resources. Comparable to GNA's professional community and advocate directory functions, and a historical partner where GNA's founder served on the board.
• Alliance of Professional Health Advocates: Professional membership organization supporting independent patient advocates with practice development, marketing, and community resources. Comparable to GNA's PA360° professional community on the advocate supply side, serving the same professional constituency.
• National Patient Advocate Foundation: Patient advocacy nonprofit focused on policy reform and access-to-care initiatives, operating alongside Patient Advocate Foundation. Comparable to GNA as a national nonprofit advocating for patients, though more policy-oriented versus GNA's directory marketplace model.
• AdvoConnection: Online directory connecting patients with independent patient advocates, similar in core function to GNANOW.ORG. Directly comparable as a marketplace for advocacy services, though operates as a for-profit versus GNA's nonprofit model.
• Pulse Center for Patient Safety, Education & Advocacy: Nonprofit offering patient safety education and Family Centered Patient Advocacy training programs. Comparable to GNA's advocacy education mission and explicitly referenced as a partner organization by GNA.

Broad incumbents

• Health Advocate: Large employer- and health-plan-funded advocacy and care navigation vendor serving millions of members through phone-based advocacy services. Comparable to GNA in patient advocacy function but operates at scale through institutional contracts versus GNA's consumer-driven directory model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Greater National Advocates