Ashlie's Embrace
Ashlie's Embrace is a 501(c)(3) nonprofit founded in 2016 by Tony and Erin Maroon that procures and donates CuddleCot and Caring Cradle cooling units to hospitals across all 50 U.S. states, enabling families experiencing stillbirth or infant loss to spend meaningful time with their babies through donor-funded bereavement-care equipment placements.
- Company typePrivate
- Founded2016
- HeadquartersNorth Canton, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Ashlie's Embrace does
Ashlie's Embrace is a 501(c)(3) nonprofit organization headquartered in North Canton, Ohio, founded in 2016 by Tony and Erin Maroon following the stillbirth of their daughter Ashlie Cathren Maroon. The organization procures and donates CuddleCot and Caring Cradle cooling units—manufactured by Roftek Ltd T/A Flexmort and similar bereavement-equipment vendors—to hospitals and medical facilities across the United States, enabling families experiencing stillbirth or infant loss to spend meaningful, uninterrupted time with their baby in a clinically appropriate setting rather than requiring morgue cooling. Since its first placement at Cleveland Clinic Akron General in September 2016, Ashlie's Embrace has placed more than 350 cooling units in hospitals across all 50 U.S. states.
The underlying "technology" is not proprietary to Ashlie's Embrace: the organization functions as a mission-driven distribution and donor-funded acquisition channel for third-party cooling hardware rather than a technology developer. Its operating model is community-led and donation-funded, with revenue drawn from individual donations via its website, peer-to-peer fundraising on GiveButter, foundation grants (including a $1.25M Adam R. Scripps Foundation multi-year grant awarded in January 2025), and signature events including the annual FriendRaiser Gala and Annual Golf Outing. Hospitals receive cooling units at no cost; the ultimate beneficiaries are grieving families. Customer support is delivered via direct hospital outreach, the founders' personal-loss storytelling across social media (Facebook, Instagram, LinkedIn, TikTok, YouTube), the "Notes from Erin" blog, email newsletters via Mailchimp, and earned media coverage. The organization maintains a five-person operational team led by co-founder Erin Maroon (CEO) alongside COO Angela Brooks and a small staff, and is governed by a founder-led board.
Ashlie's Embrace firmographics
Firmographics- Name
- Ashlie's Embrace
- Legal name
- Ashlie's Embrace
- Website
- https://ashliesembrace.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Ashlie's Embrace is a 501(c)(3) nonprofit founded in 2016 by Tony and Erin Maroon that procures and donates CuddleCot and Caring Cradle cooling units to hospitals across all 50 U.S. states, enabling families experiencing stillbirth or infant loss to spend meaningful time with their babies through donor-funded bereavement-care equipment placements.
- Ownership category
- akta.pro rank
Ashlie's Embrace industry classification
Industry- Product category
- Nonprofit Bereavement Care Services
- NAICS
- Voluntary Health Organizations (813212)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Palliative Care, Hospice & Serious Illness Support (BPAGACAK)
Keywords
Where Ashlie's Embrace is headquartered
LocationHeadquarters
- HQ city
- North Canton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ashlie's Embrace business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain
Revenue model
- Donations and Fundraising: Ashlie's Embrace operates as a 501(c)(3) nonprofit organization that relies entirely on donations from individuals, businesses, and foundations to fund its mission of placing cooling units in hospitals. Revenue comes from direct donations via the website, peer-to-peer fundraising campaigns through the GiveButter platform, and event-based fundraising through the annual FriendRaiser Gala and Golf Outing.
- Foundation Grants: The organization receives grants from foundations, such as the $1.25 million multi-year grant from the Adam R. Scripps Foundation awarded in January 2025 to scale operations and expand impact.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Ashlie's Embrace product offering
Product offeringCore offering
Ashlie's Embrace is a 501(c)(3) nonprofit that procures and donates CuddleCot and Caring Cradle cooling units to hospitals and medical facilities across the United States. The cooling units preserve deceased infants in a cooled state so bereaved parents can spend extended time with their baby following stillbirth or infant loss. Hospitals receive the units at no cost, funded entirely through charitable donations, foundation grants, and community fundraising events.
Product overview
Ashlie's Embrace is a nonprofit organization that provides cooling units (CuddleCots and Caring Cradles) to medical facilities across the United States to help support families experiencing stillbirth or infant loss. The organization's primary product is the CuddleCot, a specially designed cooling bassinet system that cools the baby in situ, allowing families to spend precious, uninterrupted moments with their baby after loss. This is not a software or technology platform—the organization is a charitable nonprofit that donates physical medical equipment to hospitals.
Differentiator
Problem solved
Functional benefit
Products and services
- CuddleCot Cooling Unit Donation Program A donated cooling system distributed to hospitals and medical facilities at no cost, designed to allow families to spend time with their baby after stillbirth or infant loss. The cooling pad fits in any Moses basket, crib, pram or bed and cools the baby in situ, allowing the baby to remain with the family.
- Caring Cradle Cooling Unit Donation Program A type of cooling unit donated to medical facilities alongside CuddleCots to help support families experiencing stillbirth or infant loss.
Quantifiable outcome
- More than 350 CuddleCots placed in hospitals nationwide
- +1 more outcomes
Companies that use Ashlie's Embrace
Customer profileNamed customers10 records
Segments2 records
Ideal customer profiles2 records
Ashlie's Embrace technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Ashlie's Embrace partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CuddleCot (Roftek Ltd T/A Flexmort)coreAshlie's Embrace procures and distributes CuddleCot cooling units manufactured by Roftek Ltd T/A Flexmort. The CuddleCot is an internationally recognized cooling system designed specifically for bereavement care, allowing families to spend time with babies after loss. The organization has a collaborative relationship with the co-founder of CuddleCot.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Ashlie's Embrace competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Ashlie's Embrace social profiles
Digital presenceAshlie's Embrace financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ashlie's Embrace leadership team
Management profileNumber of profiles
Profiles1 record
Ashlie's Embrace funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ashlie's Embrace M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ashlie's Embrace
What does Ashlie's Embrace do?
Ashlie's Embrace is a 501(c)(3) nonprofit that procures and donates CuddleCot and Caring Cradle cooling units to hospitals and medical facilities across the United States. The cooling units preserve deceased infants in a cooled state so bereaved parents can spend extended time with their baby following stillbirth or infant loss. Hospitals receive the units at no cost, funded entirely through charitable donations, foundation grants, and community fundraising events.
Is Ashlie's Embrace a public or private company?
Ashlie's Embrace is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Ashlie's Embrace founded?
Ashlie's Embrace was founded in 2016. It employs 1 to 10 people.
Where is Ashlie's Embrace based?
Ashlie's Embrace is headquartered in North Canton, United States, in the North America region.
How does Ashlie's Embrace make money?
Two revenue lines are on record. Donations and Fundraising is the primary driver. The others are foundation Grants.
Does Ashlie's Embrace have an API?
No public API is recorded for Ashlie's Embrace.
What industry is Ashlie's Embrace in?
Ashlie's Embrace's product category is Nonprofit Bereavement Care Services. Its primary akta.pro industry code is BPAGACAK, Palliative Care, Hospice & Serious Illness Support. Its NAICS code is 813212 and its SIC code is 8050.