Urban Society for Aboriginal Youth

What Urban Society for Aboriginal Youth does

Urban Society for Aboriginal Youth (USAY) is a Calgary-based, registered not-for-profit organization established formally in 2001 that delivers cultural, educational, and social programs to urban Indigenous youth aged 12–29 in the Treaty 7 region. Its primary beneficiaries are urban Indigenous youth, often from low-income households or the child welfare system, with secondary audiences including Indigenous Elders, Knowledge Holders, school partners, and corporate groups seeking Truth and Reconciliation engagement. Programming is delivered through a ~5,000 sq ft Youth Centre in Forest Lawn, school partnerships, community events, and a suite of AR/VR products.

USAY's core technology is a portfolio of proprietary AR and VR applications that deliver culturally specific educational content. The Indigi suite — IndigiPRINTS (target-image recognition for graphic novels and posters), IndigiTRAILS (GPS-triggered AR trails featuring Indigenous youth artwork), IndigiMAP (a virtual board game for Indigenous language learning), and IndigiWORLDS (360-degree interactive storyscapes) — is published globally on Apple App Store and Google Play. Immersive VR products include Thunder VR (a Blackfoot-language game), Finding Victor VR, Writing On Stone/Sacred Teachings, Now Hiring VR (employment skills), and Niitsitapi'aakii Blackfoot Women, supplemented by virtual escape rooms (Della's Story, James' Story) and print/digital publications including Blackfoot graphic novels, New Tribe Magazine, the Blackfoot Language Journal, and a Blackfoot-language mental health journal.

USAY's revenue model is grant- and donation-funded, typical of a registered Canadian charity. Streams include federal, provincial, and municipal government grants; foundation grants from Calgary Foundation, Inspirit Foundation, Nickle Foundation, and Tao Foundation; corporate sponsorships from TELUS, Suncor, Stantec, ATCO, ENMAX, ATB, and United Way Calgary; individual donations processed via CanadaHelps; and a small commercial stream of $200-per-session virtual escape room bookings. Operations are run by a small team of 1–10 employees, with services reaching thousands of Indigenous youth annually, and USAY reports that 92% of program participants feel more connected to their culture.

Name

Urban Society for Aboriginal Youth

Legal name

Urban Society For Aboriginal Youth

Website

https://usay.ca

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Urban Society for Aboriginal Youth is a Calgary-based registered charity that delivers cultural, educational, and AR/VR programming to urban Indigenous youth aged 12–29 in the Treaty 7 region, funded primarily through government grants, foundation support, corporate sponsorships, and donations.

Ownership category

akta.pro rank

Product category

Indigenous Youth Services

NAICS

Child and Youth Services (62411), Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Community & Adult Education (Municipal/Community Schools) (EDAAAEAB)

akta.pro secondary industries

Kids & Teens Language Enrichment Programs (EDAMAFAH), Youth-to-Adult Transition & Life Skills (Independent Living, Soft Skills) (EDAAAFAN)

Keywords

• Indigenous youth services
• Cultural education programs
• Augmented reality apps
• Virtual reality experiences
• Blackfoot language preservation

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: Individual and corporate donations are accepted via eTransfer, cheque, and credit card through CanadaHelps. Donations support areas not covered by grants including food, transportation, identification assistance, mental health supports, and recreational opportunities for youth participants.
2. Government Grants: Funding from federal, provincial, and municipal government sources including Canada150, Alberta Government, Canadian Heritage, Indigenous Services Canada, and City of Calgary.
3. Foundation Grants: Support from foundations including Calgary Foundation, Inspirit Foundation, Nickle Foundation, Tao Foundation, and corporate foundations.
4. Escape Room Sessions: $200 per session for Della's Story and James' Story virtual escape rooms, with donations accepted to allow other groups to participate.
5. Corporate Sponsorships: Ongoing support from corporate sponsors including TELUS, United Way Calgary, Stantec, and others who provide funding and in-kind support for programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Urban Society for Aboriginal Youth delivers community-based programming, cultural education, and mental health support to urban Indigenous youth aged 12–29 in Calgary. Its core offerings include AR/VR cultural and language-learning applications (IndigiPRINTS, IndigiTRAILS, IndigiMAP, IndigiWORLDS, Thunder VR), virtual escape rooms (Della's Story, James' Story), print publications (Blackfoot Graphic Novels, New Tribe Magazine, Mental Health Journal), and in-person services at its 5,000 square foot Youth Centre. All programming is co-created with Indigenous youth, Elders, and Knowledge Holders.

Product overview

Urban Society for Aboriginal Youth (USAY) offers a diverse portfolio of technology-enabled programs and publications designed to support Indigenous youth in Calgary. The core technology products include four AR applications (IndigiPRINTS, IndigiTRAILS, IndigiMAP, IndigiWORLDS) that use augmented reality to deliver educational content through smartphones. VR experiences include Thunder VR, Finding Victor VR, Writing On Stone/Sacred Teachings, Now Hiring VR, and Niitsitapi'aakii Blackfoot Women. Interactive escape rooms (Della's Story, James' Story) teach about Residential Schools and Sixties Scoop. These digital experiences are complemented by print/publication products including the Blackfoot Graphic Novel Series, New Tribe Magazine, Blackfoot Language Journal, Air Quality Comic, Indigenous Pride AR Poster, and Mental Health Journal. The AR apps serve as the unifying platform—IndigiPRINTS augments graphic novels and posters, while IndigiTRAILS provides GPS-triggered AR content at physical locations.

Differentiator

Problem solved

Functional benefit

Brands

• IndigiWORLDS: An augmented reality app that uses 'portals' and 'storyscapes' to showcase 360 degree and interactive virtual experiences featuring Indigenous content.
• IndigiMAP
• IndigiTRAILS
• IndigiPRINTS
• New Tribe Magazine
• Thunder VR

Products and services

• IndigiPRINTS Free augmented reality app for Apple and Android devices that uses target image recognition to bring graphic novels, promotional materials, and visual arts to life with animations, videos, and interactive content. For Indigenous youth and general audiences interested in learning about Indigenous culture through print and digital media.
• IndigiTRAILS Free GPS-based augmented reality app that allows users to walk physical trails in Calgary and view artwork created by Indigenous youth at each location. Features multiple themed trails covering Residential Schools, Treaty 7, Indigenous birds, Two-Spirit community, and Blackfoot language. For Indigenous youth, families, and community members.
• IndigiMAP Free augmented reality app that lets users explore Indigenous languages from Turtle Island, functioning as a virtual board game that connects users with Indigenous Nations. Teaches language essentials, songs, and dances. For Indigenous youth and learners of Indigenous languages.
• IndigiWORLDS Free augmented reality app using 'portals' and 'storyscapes' to showcase 360-degree and interactive virtual experiences. Includes gamified experiences such as Chemical Clues for chemical safety education. For Indigenous youth and learners.
• Della's Story Virtual Escape Room Online virtual escape room where teams of 3-8 work together as junior scientists assembling memories from locations including a Residential School Classroom, Old Barn, and Office to unlock a final room. Recommended for ages 12+. Priced at $200 per session. For schools, community groups, and corporate teams.
• James' Story Virtual Escape Room Online virtual escape room where teams of 3-8 are positioned as news producers trying to understand the history, impacts, and legacy of Residential Schools within a 90-minute session. Designed for ages 14+. Priced at $200 per session. For schools, community groups, and corporate teams.
• Thunder VR (Ksiistsikom) First-of-its-kind virtual reality game chronicling a man's journey to challenge the powerful spirit Thunder (Ksiistsikom), combining Indigenous storytelling with an immersive experience that features the endangered Blackfoot language. 2020 Rosie Award Finalist. For Indigenous youth and general audiences.
• Finding Victor VR Virtual reality escape room on Oculus telling the story of Indigenous youth Victor overcoming homelessness, where players follow Victor and solve clues to uncover his journey back to stability. 2020 Rosie Award Finalist. For Indigenous youth and general audiences.
• Writing On Stone/Sacred Teachings VR Virtual reality tour of Writing on Stone Provincial Park, a UNESCO World Heritage Site, featuring Blackfoot Elder Saakokoto Randy Bottle and actor Eugene Brave Rock guiding users through North America's largest collection of rock art. For Indigenous youth, learners, and cultural tourists.
• Now Hiring VR Virtual reality employment toolkit featuring twelve levels to build skills toward entry-level positions including mechanics, curators, baristas, and solar panel installers. Includes an employer learning toolkit covering Indigenous awareness training for workplace diversity. For Indigenous youth job seekers and corporate employers.
• Niitsitapi'aakii Blackfoot Women VR Groundbreaking virtual reality film featuring Indigenous women reconnecting with ancestral wisdom while facing modern challenges. Offers an immersive journey into cultural heritage preservation. For Indigenous youth, cultural learners, and general audiences.
• Blackfoot Graphic Novel Series Series of Blackfoot graphic novels enabling beginners to learn to read and speak Blackfoot, created with fluent Blackfoot speakers and Indigenous artists. Each graphic is accompanied by animation or augmented reality for proper pronunciation. For Indigenous youth and language learners.
• New Tribe Magazine Publication outlet for Indigenous youth voice that promotes a positive outlook on Indigenous people living in urban settings. Previously monthly, now published as special editions focusing on hard-hitting topics such as Sixties Scoop, Indigenous Pride, and Health. Distributed throughout Treaty 7. For Indigenous youth, community members, and allies.
• Blackfoot Language Journal (OOMÁNISTAO'OHKOISKSINNIMAAT) Youth-friendly Blackfoot language learning journal with everyday themes and cultural teachings, featuring vocabulary, reflection prompts, and interactive activities. Works in conjunction with the IndigiPRINTS app for augmented reality content including videos, games, and answer keys. For Indigenous youth learning Blackfoot.
• Air Quality Comic (The Unit) Educational comic discussing ways to protect against air pollution from forest fire smoke. Available in English and French, and can be experienced as a comic, animation, or with the IndigiPRINTS app for augmented reality features. For Indigenous youth and general audiences.
• Indigenous Pride AR Poster Interactive augmented reality poster featuring Two-Spirit terminology and community members. When scanned with the IndigiPRINTS app, characters come to life with animated explanations. Includes the Legacy Keepers project featuring cards about Two-Spirit Leaders. For Indigenous youth, Two-Spirit community members, and allies.
• Aksistooyííipaitapissin Mental Health Journal Interactive, Indigenized mental health journal enabling youth to participate in activities supporting positive mental health. Downloadable PDF formatted at 7x10 inches. For Indigenous youth experiencing mental health challenges.

Quantifiable outcome

• 92% of Indigenous youth in USAY's programs feel more connected to their culture
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Three partnerships are on record, tiered core and minor.

• MAMMOTH XRcoreTechnology or IntegrationLocal Calgary AR/VR company that collaborated with USAY to create Thunder VR game, teaching Blackfoot language and culture through virtual reality.
• Canada HelpsminorChannel Partner/ Reseller/ DistributorPartnership for processing credit card donations, providing charitable tax receipts for donors.
• University of CalgaryminorStrategic or Co-development PartnerAcademic partnership for educational programs and Indigenous Pathway initiatives.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Indspire: National Indigenous-led charity funding Indigenous education (bursaries, programs, awards) at much larger scale. Competes with USAY for the same Indigenous-youth education funding pool and employer/donor sponsorship dollars.

Emerging players

• Indigehub: Indigenous-led organization providing mentorship, programs, and community support for Indigenous youth. Overlaps with USAY on youth empowerment, cultural connection, and Indigenous-led program design.
• First Nations Technology Council: BC-based organization expanding digital access, skills, and tech innovation for Indigenous people. Overlaps with USAY on the intersection of Indigenous community services and technology-enabled program delivery.
• Animikii Indigenous Technology: Indigenous-owned technology company building digital products, apps, and platforms for Indigenous communities and organizations. Comparable to USAY in combining Indigenous cultural mission with proprietary technology (web/mobile/AR).

Direct peers

• Canadian Roots Exchange: National charity running youth-led reconciliation programs, Indigenous leadership development, and exchange initiatives. Comparable to USAY's Ambassador/Changemaker programming for Indigenous youth aged 12-29.
• Indigenous Corporate Training Inc. Provides Indigenous cultural awareness training, workshops, and consulting to organizations across Canada. Comparable to USAY's Truth and Reconciliation education and corporate engagement offerings, and shares the same Indigenous-focused mission lens.
• FirstVoices (First Peoples' Cultural Council): Online platform and apps for Indigenous language preservation, learning, and community engagement. Most direct comparable to USAY's Blackfoot-focused language products (IndigiMAP, Thunder VR, Blackfoot Graphic Novels) and the Blackfoot Language Journal.

Regional players

• Native Canadian Centre of Toronto: Urban Indigenous community hub offering cultural, educational, and youth programming in Toronto. Functions as a regional equivalent of USAY's Calgary youth centre model - same urban Indigenous service mix but in a different city.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/USAYcalgary
• YouTubeyoutube.com/c/USAYCalgary
• Facebookfacebook.com/urbansocietyforaboriginalyouth
• Instagraminstagram.com/usaycalgary
• LinkedInlinkedin.com/company/urban-society-for-aboriginal-youth

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 Urban Society for Aboriginal Youth