The Urban Alternative

What The Urban Alternative does

The Urban Alternative is a Texas-incorporated 501(c)(3) Christian Bible-teaching ministry founded in 1981 by Dr. Tony Evans and the late Dr. Lois Evans. Its core function is producing and distributing evangelical teaching content across broadcast, digital, print, and live-event channels, with the daily radio program The Alternative with Dr. Tony Evans carried on nearly 1,400 outlets in more than 130 countries as the primary audience engine. Supporting the broadcast are a YouTube presence approaching 100 million views, dedicated mobile apps (Tony Evans Sermons, Tony Evans Training Center), a Spanish-language track (Tony Evans en Español) and a Swahili YouTube channel, and an e-commerce store at store.tonyevans.org selling roughly 150 titles including the Tony Evans Study Bible, Bible Commentary, Kingdom Man, Kingdom Woman, and children's resources at unit prices between $5 and $75.

Revenue mechanics combine three streams: (1) charitable donations solicited via website, SMS-to-55659, and cryptocurrency rails, (2) one-time product sales of books, CDs, DVDs, study Bibles, and booklets, and (3) freemium access to the Tony Evans Training Center, which offers 40+ seminary-style courses to over 2,000 enrolled students. The go-to-market is hybrid: a sales-led broadcast and distribution engine anchored by the radio network and TV carriage, paired with direct-to-consumer digital surfaces (apps, YouTube, training center, e-commerce). Customer segments include individual Christians, pastors and church leaders served through the Kingdom Agenda Pastors network, pastors' wives, and churches and schools participating in the National Church Adopt-A-School Initiative. The ministry is supported by an ecosystem of affiliated programs — Kingdom Agenda Pastors, Pastors' Wives Ministry, NCAASI, Athletes Impact, and Tony Evans Films — and is operationally and theologically anchored by Dr. Tony Evans, who remains the principal creative voice.

Name

The Urban Alternative

Legal name

The Urban Alternative

Website

https://tonyevans.org

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

The Urban Alternative is a 501(c)(3) Christian Bible-teaching ministry founded in 1981 by Dr. Tony Evans, distributing daily radio broadcasts on nearly 1,400 outlets in 130+ countries alongside books, online courses, and feature films to individual Christians, pastors, and church communities.

Ownership category

akta.pro rank

Product category

Religious Education and Media Ministry

NAICS

Religious Organizations (8131), Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Religious/Faith-Based Broadcast Networks (MPABAAAF)

akta.pro secondary industries

Religious/Faith-Based Radio Networks (MPABABAC), Christian Broadcasting (TV & Radio) (MPABALAA), Religious Education & Catechetical Publishing (Sunday School, Catechism, Study Guides) (MPAJAHAC), Christian Colleges with Theological Programs (EDAHAKAG), Religious Education, Kids & Family Faith Programming (MPABALAM)

Keywords

• Christian Bible teaching
• Broadcast ministry
• Online Bible courses
• Christian publishing
• Pastoral leadership training

Headquarters

HQ city

Dallas

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, Technology or R&D, Supply Chain, Others

Revenue model

1. Product Sales: Sale of books, CDs, DVDs, study guides, Bibles, and study Bibles through the online store. Includes popular titles like Kingdom Man, Kingdom Woman, and the Tony Evans Study Bible.
2. Donations and Contributions: Charitable donations from supporters solicited through the website, with options for one-time and recurring gifts. Also accepts cryptocurrency donations.
3. Broadcast Media Distribution: Free broadcast content distributed via radio, TV, and streaming platforms to build audience and drive donations/product sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels11 records

Core offering

The Urban Alternative is a Christian Bible teaching nonprofit ministry that broadcasts Dr. Tony Evans' sermons daily on nearly 1,400 radio outlets in over 130 countries, multiple television networks, and digital platforms. It sells Christian books, Bibles, CDs, DVDs, and study materials via an e-commerce store, and operates the Tony Evans Training Center, an online learning platform offering 40+ seminary-style courses with over 2,000 enrolled students. The ministry also produces feature films, mobile apps, and runs affiliated networks for pastors, pastors' wives, athletes, and church-school community partnerships.

Product overview

The Urban Alternative is a Christian Bible teaching and resource ministry offering a multi-platform portfolio centered on Dr. Tony Evans' teaching content. The core offering includes The Alternative radio broadcast (reaching millions on nearly 1,400 radio outlets in 130+ countries), the Tony Evans Training Center online learning platform (40+ courses), and the Tony Evans Sermons App. Physical products include the Tony Evans Study Bible and Bible Commentary (published in multiple formats), books (Kingdom Man, Kingdom Woman, Kingdom Disciples, Raising Kingdom Kids, and 150+ titles), CD sermon series, DVD Bible studies, and children's resources. Films include Journey with Jesus (2021) and Kingdom Men Rising (2019). Affiliated ministries include Kingdom Agenda Pastors, Pastors' Wives Ministry, National Church Adopt-A-School Initiative, Athlete's Impact, and Tony Evans Films. The ministry provides content in English and Spanish across digital platforms (YouTube, apps), physical media, and broadcast television.

Differentiator

Problem solved

Functional benefit

Brands

• The Alternative with Dr. Tony Evans: Daily radio broadcast ministry reaching millions on nearly 1,400 radio outlets in 130+ countries
• Tony Evans Training Center (TETC)
• Kingdom Agenda Pastors (KAP)
• Pastors' Wives Ministry
• National Church Adopt-A-School Initiative (NCAASI)
• Athletes Impact
• Tony Evans Films
• The Unbound Podcast

Products and services

• Tony Evans Study Bible Study Bible with extensive study notes, 40 inspirational articles, 50 'Lessons on Kingdom Living', and over 150 videos, using the Christian Standard Bible (CSB) translation. Available in hardcover, genuine leather, and LeatherTouch editions.
• Tony Evans Bible Commentary Full Bible commentary with passage-by-passage exposition by Dr. Tony Evans, providing verse-by-verse insights on the entire Bible with historical and theological context. Sold separately from the Study Bible.
• Kingdom Man Hardcover book challenging and equipping men to understand their position under God and their position over what God has given them, based on principles of biblical manhood.
• Kingdom Woman Book exploring the biblical definition of womanhood and how women can fulfill God's design for their lives. Available in print and Spanish language edition.
• Kingdom Disciples Book describing a practical definition of discipleship to help the church fulfill its calling to make disciples.
• Raising Kingdom Kids Book equipping parents to raise their children with a Kingdom perspective, offering practical advice on spiritual training as instructed in Scripture.
• Living Above the Circumstances CD Series Two-volume CD series explaining how to get more out of life no matter the situation, covering messages on overcoming fear, worry, anxiety, and emotional challenges.
• 30 Days Devotional Booklets 30-day devotional booklets addressing emotional and spiritual topics, including titles such as '30 Days to Overcoming Emotional Strongholds' and '30 Days to Victory Through Forgiveness'. Available in English and Spanish.
• Children's Books and Resources Hardcover children's storybooks and study guides for ages 8-12, including titles such as 'Growl: Trouble at Kindness Zoo', 'A Kid's Guide to the Armor of God', 'A Kid's Guide to the Names of God', 'A Kid's Guide to the Names of Jesus', 'My Biggest Questions About God', and 'Made by God'.
• The Alternative with Dr. Tony Evans (Radio Broadcast) Daily radio broadcast reaching millions on nearly 1,400 radio outlets in over 130 countries, also airing on television networks and online platforms. Over 18 million message downloads and streams occur each year.
• Tony Evans Training Center (TETC) Online learning platform offering over 40 courses and over 2,000 enrolled students, providing seminary-style courses focusing on leadership development and discipleship in Bible & Theology, Personal Growth, Family and Relationships, and Church Health. Some courses are free (Kingdom Man, Kindness in the Culture, Exposition of James); others are paid; TETC courses may transfer for college credit with partner schools.
• Tony Evans Sermons App Mobile application for accessing the full sermon archive, Unbound podcast, and online Bible in one place. Available on iOS and Android.
• Tony Evans Training Center App Mobile application for accessing Tony Evans Training Center Bible study courses on iOS and Android devices.
• Journey with Jesus Film Feature-length film following the footsteps of Jesus through the Holy Land with commentary from Tony Evans, Chrystal Evans Hurst, and Priscilla Shirer, and narration by Anthony Evans.
• Kingdom Men Rising Film Feature-length film released in theaters and on DVD/digital, addressing biblical manhood and kingdom identity for men.
• Unbound Documentary Documentary film telling the story of the Bible's journey through history and God's divine hand working through imperfect people to bring His perfect Word.
• The Unbound Podcast Podcast covering the biblical journey through history, available on YouTube and other podcast platforms.
• Kingdom Agenda Pastors (KAP) Network Affiliate ministry providing a viable network for like-minded pastors who embrace the kingdom agenda philosophy, offering annual KAP Summit in Dallas with intensive seminars and workshops, pastoral resources, and the Kingdom Agenda Certificate program.
• Pastors' Wives Ministry Affiliate ministry founded by Dr. Lois Evans providing counsel, encouragement, and spiritual resources for pastors' wives, including KAP Summit programming for wives.
• National Church Adopt-A-School Initiative (NCAASI) Affiliate ministry preparing churches to impact communities using public schools as the primary vehicle for positive social change in urban youth and families. Based on Oak Cliff Bible Fellowship's community impact model.
• Athletes Impact Affiliate sports ministry equipping and training coaches and athletes to live out their God-given roles, including the iCoach App and resources like The Playbook.
• Tony Evans Films Affiliate film ministry producing feature-length films, video-shorts, and animation for kingdom discipleship, with over 35 million digital views of content.
• Kingdom Agenda Bible Study (Leader Kit) Group Bible study leader kit exploring the kingdom agenda philosophy for church and small group use.
• Kingdom Man Study Guide with Video Access Study guide with video access for group or individual study based on the Kingdom Man book.
• Kingdom Stewardship Study Guide Bible study guide covering principles of Christian stewardship and kingdom financial principles.

Quantifiable outcome

• Reaches millions weekly through broadcast media across 130+ countries
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 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 and minor.

• Fathom FilmscoreChannel Partner/ Reseller/ Distributor · 1 November 2021Distribution partner for Journey with Jesus film released November 2021 in over 850 theaters, achieving #3 ranking nationwide behind Clifford and the Eternals and becoming Fathom Films' #1 Faith-Based Documentary of 2020 & 2021
• Lifeway FilmscoreStrategic or Co-development Partner · 1 April 2019Partnership with Lifeway Films for co-production and distribution of Kingdom Men Rising feature film, released in April 2019 in over 800 theaters nationwide
• Kingdom Agenda Pastors (KAP)coreStrategic or Co-development PartnerAffiliate ministry providing network for like-minded pastors who embrace the kingdom agenda philosophy; offers annual Summit with intensive seminars and workshops
• Pastors' Wives MinistrycoreStrategic or Co-development PartnerAffiliate ministry founded by Dr. Lois Evans providing counsel, encouragement and spiritual resources for pastors' wives; includes KAP Summit programming for wives
• National Church Adopt-A-School Initiative (NCAASI)coreStrategic or Co-development PartnerAffiliate ministry preparing churches to impact communities using public schools as primary vehicle for positive social change; based on Oak Cliff Bible Fellowship's community impact model
• Athletes ImpactminorStrategic or Co-development PartnerAffiliate ministry equipping and training coaches and athletes to live out God-given roles through iCoach App and resources like The Playbook
• Dallas Theological SeminarycoreStrategic or Co-development PartnerDr. Evans serves on the Board of Incorporate Members; first African American to earn doctorate of theology from DTS; TETC courses may transfer for college credit with partner schools
• Oak Cliff Bible FellowshipcoreStrategic or Co-development PartnerDr. Tony Evans' home church founded in 1976 with over 10,000 congregants and 100+ ministries; base for community impact model and NCAASI training events

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• In Touch Ministries (Charles Stanley): Daily radio and television broadcast ministry of a senior pastor with global distribution and accompanying books and study resources. Highly comparable single-pastor broadcast-teaching model that closely matches TUA's 'one teacher, one broadcast' structure.
• Focus on the Family: Large Christian media and resource ministry combining daily radio broadcasts, books, family-related curriculum, and seminars. Comparable to TUA's marriage/parenting/stewardship books and broadcast-driven family content strategy.
• Greg Laurie / Harvest Ministries: Pastor-led evangelical ministry combining large church events (Harvest Crusades), radio broadcasts, films (including theatrical crusade films), and discipleship curriculum. Comparable to TUA's pastor-led combination of broadcast, conferences, and theatrical film.
• CBN (Christian Broadcasting Network): Major non-profit faith broadcaster with television networks, online streaming, prayer lines, and a publishing/production arm. Directly comparable to TUA's combined TV, radio, online, and curriculum/film offerings.
• Kenneth Copeland Ministries: Multi-platform charismatic-evangelical broadcast ministry combining daily TV/radio, online distribution, conferences, and doctrinal curriculum. Comparable in scale, broadcast reach, and pastor-led teaching content.
• Daystar Television Network: Non-profit Christian television broadcaster airing teaching, preaching, and documentary content globally. Comparable to TUA's faith-based TV and theatrical film distribution and global audience focus.

Broad incumbents

• Thomas Nelson / HarperChristian (HarperCollins): Major Christian trade publisher producing study Bibles, commentaries, and Christian-living titles. Closest commercial analog to TUA's Bible commentary and study Bible product line.
• Salem Media Group: The largest US operator of Christian and conservative-talk radio stations plus a multi-platform publishing arm. Closest publicly observable comparison for TUA's daily Christian broadcast syndication across roughly 1,400 radio outlets and complementary content business.
• Moody Bible Institute / Moody Publishers: Long-established Christian media organization combining broadcast (Moody Radio), educational programs (Moody Bible Institute), and a large book/Bible publishing arm. Comparable to TUA's combined radio plus study-Bible/commentary publishing plus TETC education platform.

Emerging players

• RightNow Media: Subscription streaming Bible-study and training platform serving churches and individuals, often used for small-group curriculum. Comparable to TUA's Tony Evans Training Center in the edtech/church-resource layer; relevant competitor for digital curriculum share.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRZweRCzcK5ObXPCNKvdMOQ
• Facebookfacebook.com/drtonyevans
• Instagraminstagram.com/drtonyevans
• LinkedInlinkedin.com/company/the-urban-alternative

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 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 The Urban Alternative