The Foundation for Black Women’s Wellness

What The Foundation for Black Women’s Wellness does

The Foundation for Black Women's Wellness (FFBWW) is a Madison, Wisconsin-based 501(c)(3) non-profit founded in June 2012 by Lisa M. Peyton after the loss of her mother to heart disease. Its mission is to support Black women and girls in building healthy, wellness-centered lives through education, advocacy, direct service, and institutional partnerships. The organization serves a community-defined customer base — African American women across Wisconsin with a concentration in Dane County — across priority areas of maternal and child health, cardiovascular health, financial wellness, and chronic-disease support.

FFBWW operates a portfolio of programs rather than a single technology product. Maternal health work centers on the Saving Our Babies Initiative (launched 2018 with the Dane County Health Council) and the ConnectRx Wisconsin care-coordination model (launched 2022), which integrates doulas, community health workers, and clinical staff to improve birth outcomes. Cardiovascular health programming includes the Social Delta Initiative and Reclaim Our Hearts, expanded in 2026 via a five-year, $1.75M Merck Foundation grant. The Black Women's Wellness Center (opened January 2021) is a physical facility in Dane County, and the Well Black Woman Institute provides statewide health-equity leadership training. Output is delivered through community channels (events, ambassadors, CHWs, doulas, clinical referrals) rather than a software platform.

Revenue is grant- and donation-led rather than transactional. Identified funding includes $500K and $1M Wisconsin Partnership Program grants (2018, 2021) and the $1.75M Merck award (2026), complemented by individual and corporate donations, United Way support, and the Roots & Wings Foundation. Pricing is effectively zero to the end user; the Foundation does not charge for core programming. Customer concentration is dispersed across a community user base, while revenue-side concentration sits with a small number of institutional funders.

Name

The Foundation for Black Women’s Wellness

Legal name

The Foundation for Black Women's Wellness

Website

https://ffbww.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

The Foundation for Black Women's Wellness is a Madison, Wisconsin 501(c)(3) non-profit that supports Black women and girls in Wisconsin through community-based health, maternal, cardiovascular, and financial wellness programming, clinical-community partnerships, and policy advocacy.

Ownership category

akta.pro rank

Product category

Community Health and Wellness Services

NAICS

Voluntary Health Organizations (813212), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Public Health & Health Equity Organizations (BPAGACAL)

akta.pro secondary industries

Maternal, Child & Family Health Organizations (BPAGACAF), Community Health, Prevention & Health Education (BPAGACAC), Health Equity & Social Determinants Program Funding (HLAJALAK), Gender Equality & Women’s Empowerment (BPAGABAF)

Keywords

• Community health education
• Maternal health support
• Health equity advocacy
• Wellness programming
• Cardiovascular health

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Foundation Grants and Philanthropic Funding: Major grants from foundations such as Merck Foundation ($1.75 million five-year grant), Wisconsin Partnership Program ($500,000 in 2018, $1 million in 2021), and other philanthropic organizations.
2. Individual and Corporate Donations: Donations from individuals, corporate sponsors, and community supporters to support programming and operations.
3. Community Assistance Programs: Distribution of community assistance dollars ($50,000+ annually) to support women and families.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

The Foundation for Black Women's Wellness provides community-based health education, maternal and child health programs, cardiovascular disease prevention, wellness programming, and policy advocacy for Black women and girls in Wisconsin. Its core service mix includes annual events, the Black Women's Wellness Center, the ConnectRx Wisconsin maternal care coordination program, the Social Delta Initiative/Reclaim Our Hearts cardiovascular program, the Well Black Woman Institute leadership training, and culturally grounded peer support groups, all delivered free of charge and funded through grants and donations.

Product overview

The Foundation for Black Women's Wellness operates a comprehensive portfolio of community health and wellness programs rather than a traditional technology product. The organization offers annual events (Black Women's Wellness Day, Black Maternal & Child Health Summit, Wear Red Day), physical wellness services (the Black Women's Wellness Center), and trained workforce programs (Well Black Woman® Institute, Community Health Worker Program, Doula Partners). Key maternal health initiatives include the Saving Our Babies Initiative and ConnectRx Wisconsin, which have demonstrated measurable improvements in birth outcomes for Black families. Cardiovascular health programming includes the Social Delta Initiative and Reclaim Our Hearts program. The organization also provides support groups (Morning Coffee, Cancer & Lupus Support Groups), physical activity programming (Walking Collective), and financial wellness education. Policy advocacy is supported through the Black Women Deserve Policy Blueprint. All programs are designed to address health disparities and promote wellness across the lifespan for Black women and their families in Wisconsin.

Differentiator

Problem solved

Functional benefit

Brands

• Well Black Woman Institute: A training ground for future health equity leaders committed to empowering a generation of Well Black Women and families
• Well Black Woman Market
• Saving Our Babies
• Black Women's Wellness Day
• Social Delta Initiative
• Reclaim Our Hearts

Products and services

• ConnectRx Wisconsin Care coordination model that integrates clinical care with community-based support services, combining doulas, community health workers, and clinical staff to improve birth outcomes for Black mothers and babies in Dane County. Supports pregnant Black mothers at no cost.
• Saving Our Babies Initiative Cross-sector collaboration launched with the Dane County Health Council aimed at eliminating Black low-infant birth weight crisis and broadly improving Black maternal and child health in Dane County.
• Social Delta Initiative Community-clinic partnership and systems-change model designed to improve cardiovascular health outcomes for Black women, with intentional focus on reducing racial and gender disparities in Dane County.
• Reclaim Our Hearts Heart health program providing free individualized and group support to women living with hypertension or other cardiovascular risk factors, featuring culturally grounded education, peer connection, and wrap-around services from Community Health Workers.
• Black Women's Wellness Center Dane County's first Black women's health and wellness center, opened in January 2021, providing a dedicated physical space for fitness classes, health education, support groups, and community gathering.
• Well Black Woman Institute (WBWI) Statewide training program for future health equity leaders committed to empowering a generation of Well Black Women and families, launched with support of a $1 million WI Partnership Program grant.
• Black Women's Wellness Day Annual health summit dedicated to informing, inspiring, and empowering women and girls to build and sustain healthy, thriving, wellness-centered lives; flagship signature event of the Foundation, with the 18th annual held in 2026.
• Black Maternal & Child Health Summit Invitation-based convening for Wisconsin birthworkers, advocates, policy makers, providers, and perinatal professionals focused on Black maternal and child health.
• Wear Red Day Annual heart health awareness event celebrating Black women's heart health, featuring educational programming and community engagement.
• Community Health Worker Program County-wide training and deployment program for Community Health Workers serving families in Dane County, supporting ConnectRx Wisconsin and broader maternal and cardiovascular initiatives.
• Doula Partners / Doula Collective County-wide doula collective providing culturally aligned birth support services for Black mothers as part of the ConnectRx Wisconsin Program.
• Wellness Ambassadors Program Peer ambassador program in which Foundation volunteers promote the health and well-being of their communities through outreach and peer support.
• Health Promotion & Education Health promotion and education activities engaging African American women in regular physical activity and nutrition education to bolster overall health and well-being.
• Project Live Well Comprehensive wellness project promoting healthy lifestyles among Black women and their families through physical activity, nutrition education, and peer support.
• Walking Collective Physical wellness program engaging African American women in regular group walking initiatives as part of broader fitness and chronic disease prevention efforts.
• Financial Wellness Program Education program focused on financial literacy, capability, and financial inclusion for Black women in Wisconsin; recognized with the 2024 Wisconsin Governor's Financial Literacy Award.
• Morning Coffee (Support Group) Community support group providing peer connection, conversation, and wellness programming for Black women.
• Cancer & Lupus Support Groups Support groups for Black women affected by cancer and lupus, providing community, peer connection, and resources.
• Madison Forward Fund 2.0 Targeted funding initiative to advance economic security and maternal health for Black women through community assistance dollars.
• Well Black Woman Market Market-style signature event featuring vendors and resources supporting Black women's wellness and economic empowerment.

Quantifiable outcome

• 94% of births reached optimal gestational age among ConnectRx Wisconsin participants
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core.

• ConnectRx WisconsincoreStrategic or Co-development Partner · 1 January 2022Innovative care coordination model launched in 2022 as part of Saving Our Babies Initiative. Combines clinical care with community-based support through doulas and Community Health Workers.
• Black Maternal Child Health Alliance (BMCHA)coreStrategic or Co-development Partner · 1 January 2020Alliance launched in 2020 to improve birth outcomes of Black mothers and babies in Dane County. FFBWW is a founding member working alongside partners to drive policy and systems change.
• Dane County Health Council (DCHC)coreStrategic or Co-development Partner · 1 January 2018FFBWW partners with DCHC to lead the Saving Our Babies Initiative. DCHC is a coalition of healthcare providers, government and nonprofits with mission to eliminate gaps and barriers to optimal health in Dane County. Members include Access Community Health Centers, SSM Health St. Mary's Hospital, UnityPoint Health – Meriter, UW Health, and others.
• EQT By DesigncoreStrategic or Co-development Partner · 1 January 2018Co-founder of the Saving Our Babies Initiative alongside FFBWW, DCHC, and the Black Maternal Child Health Alliance.
• Access Community Health CenterscoreStrategic or Co-development PartnerClinical partner working with FFBWW's Community Health Workers as part of the Social Delta Initiative and Reclaim Our Hearts program to provide cardiovascular care coordination.
• SSM Health St. Mary's Hospital - MadisoncoreStrategic or Co-development PartnerAnchor member of Dane County Health Council. President Eric Thornton serves as spokesperson for the Saving Our Babies Initiative, emphasizing the power of clinic-community partnerships.
• University of Wisconsin-Madison Reproductive Equity Action LabcoreStrategic or Co-development PartnerConducted evaluation research analyzing over 31,000 births between 2022-2024, including 350+ births among ConnectRx Wisconsin participants, providing evidence of program impact.
• Johns Hopkins Center for Health EquitycoreStrategic or Co-development PartnerServes as the National Program Office for the Merck Foundation's Collaborative for Equity in Cardiac Care, providing technical assistance, evaluation, and cross-site learning.

Scale indicators9 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• American Heart Association: National cardiovascular health organization that funds research, advocacy, and community programs addressing heart disease — the very condition that took FFBWW founder's mother and motivates the Social Delta Initiative. Comparable as a broad incumbent in cardiovascular health equity.
• March of Dimes: Large national nonprofit addressing maternal and infant health through research, advocacy, and programs. Operates broadly across all populations and geographies with overlapping maternal health focus, but is not Black-women-specific like FFBWW.

Direct peers

• The Afiya Center: Texas-based reproductive justice organization founded by and for Black women, addressing HIV, maternal health, and wellness in Black communities. Comparable to FFBWW in community-driven health equity focus, though regional to Texas.
• Mamatoto Village: Washington DC-based nonprofit providing perinatal support, doula care, and maternal health services to Black women through a community-based model. Comparable to FFBWW's Doula Collective and ConnectRx Wisconsin care coordination approach.
• National Birth Equity Collaborative: Black-led nonprofit organization focused on eliminating maternal and infant health disparities through research, training, and advocacy. Directly comparable to FFBWW's Saving Our Babies and ConnectRx Wisconsin maternal health initiatives.
• Black Women's Health Imperative: National nonprofit dedicated to advancing the health and wellness of Black women through advocacy, education, and research. Highly comparable to FFBWW's mission of Black women's health equity and community-based education, but operates at a national scale rather than regionally.
• Black Mamas Matter Alliance: National Black women-led alliance advancing Black maternal health, rights, and justice through policy advocacy, research, and community-driven solutions. Closely comparable to FFBWW's Black Maternal & Child Health Summit and policy advocacy work.
• National Healthy Start Association: National membership organization for federally funded Healthy Start programs reducing infant mortality in communities with high disparities. Directly comparable to FFBWW's Saving Our Babies Initiative and community-clinic partnership approach.
• SisterSong: Southern-based reproductive justice organization led by women of color, addressing maternal health, birth equity, and wellness for Black and Indigenous women. Comparable to FFBWW in focus on culturally grounded health and reproductive justice for women of color.
• Every Mother Counts: Nonprofit working to make pregnancy and childbirth safe, respectful, and equitable for every mother, everywhere, through grants and advocacy. Comparable to FFBWW's maternal health mission and community-based programming model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/TheFFBWW
• YouTubeyoutube.com/@thefoundationforblackwomen9751
• Facebookfacebook.com/TheFFBWW
• Instagraminstagram.com/theffbww
• LinkedInlinkedin.com/company/the-foundation-for-black-women-s-wellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about The Foundation for Black Women’s Wellness