WINGS FOR WIDOWS

What WINGS FOR WIDOWS does

Wings for Widows is a Minnesota-based 501(c)(3) nonprofit organization founded in 2018 and headquartered in Wayzata, MN. It provides free one-on-one financial coaching to widowed individuals in the United States through a network of 150+ volunteer CERTIFIED FINANCIAL PLANNER™ professionals. Clients complete a Financial Wellness Survey and sign a Client Letter of Agreement before being matched with a volunteer CFP coach for at least four hours of free virtual coaching covering bills, credit, estate planning, insurance, Social Security, and household administration.

The organization's product surface includes three core pillars: (1) Financial Coaching, the human-led 1:1 service matched via a Volunteer Coach Matching System; (2) WidowWise University, a self-paced online learning platform with nearly 60 lessons accessible 24/7 for a nominal tuition fee; and (3) Widow411 Grief Support Services, added in July 2026 through an exclusive licensing agreement with WidowWise LLC following the acquisition of Widow411 in March 2026. Supporting resources include a Resource Center with eight specialized Knowledge Hubs, the "Widowhood: The First 30 Days" webinar, a monthly WidowWise Newsletter archive dating from 2022, the Project CARES scholarship, and a Memorial Garden.

The business model is donation-driven: Wings for Widows is exempt from federal income tax under Section 501(c)(3) and relies on charitable contributions from individuals, foundations, and corporations, supplemented by nominal WidowWise University tuition fees. Fundraising is event-driven (annual golf tournament, DAF Day, Give to the Max Day, Giving Tuesday). The go-to-market motion combines community referrals, partnerships with funeral homes, hospitals, and social services, organic SEO, content marketing, and PR coverage. Cumulative impact metrics include 3,542 widowed individuals served, 6,203 volunteer coaching hours, $1.6M in client savings versus professional fees, and nearly 100,000 website visitors in 2025.

Name

WINGS FOR WIDOWS

Legal name

Wings for Widows

Website

https://wingsforwidows.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Wings for Widows is a Minnesota-based 501(c)(3) nonprofit that provides free one-on-one financial coaching from a national network of 150+ volunteer CFP-certified planners, plus the WidowWise University online curriculum and Widow411 grief support, serving widowed individuals across the United States.

Ownership category

akta.pro rank

Product category

Financial Coaching and Bereavement Support Services

NAICS

Other Individual and Family Services (624190)

SIC

Investment Advice (6282)

akta.pro primary industry

Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)

Keywords

• Financial coaching services
• Widow financial education
• Grief support services
• Nonprofit financial planning
• Spousal loss support

Headquarters

HQ city

Wayzata

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, Others

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) nonprofit organization, Wings for Widows relies primarily on donations from individuals, foundations, and corporations to fund operations. The organization hosts fundraising events including annual golf tournaments, DAF Day, Give to the Max Day, and Giving Tuesday campaigns.
2. WidowWise University Tuition: The online education platform charges a nominal tuition fee for access to nearly 60 lessons. Tuition is waived for clients working 1:1 with a financial coach, and the Project CARES scholarship provides free access to under-resourced widowed individuals.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Wings for Widows is a 501(c)(3) nonprofit that provides free, one-on-one financial coaching to widowed individuals through a network of volunteer CERTIFIED FINANCIAL PLANNER (CFP) professionals, delivering at least four hours of personalized guidance on bills, credit, estate planning, insurance, Social Security, and household administration. Its offerings are anchored by the WidowWise University self-paced online curriculum of nearly 60 lessons and a Resource Center with specialized Knowledge Hubs covering debt, estate planning, insurance, Social Security, solo-parenting, taxes, Medicare, and college planning. The expanded support model integrates Widow411 emotional grief support services through an exclusive licensing agreement with WidowWise LLC.

Product overview

Wings for Widows is a nonprofit organization providing a multi-service platform for widowed individuals. The core offerings include: (1) Financial Coaching - one-on-one guidance from volunteer CFP® professionals at no cost; (2) WidowWise University - self-paced online educational curriculum with nearly 60 lessons; (3) Resource Center with Knowledge Hubs covering specialized topics; and (4) Widow411 Grief Support Services - emotional grief support available through exclusive licensing. Additional services include Project CARES scholarships for under-resourced individuals, newsletters, Memorial Garden, and specialized guidance for veterans. The organization serves as a comprehensive one-stop resource addressing both the financial and emotional dimensions of spousal loss.

Differentiator

Problem solved

Functional benefit

Brands

• WidowWise University: A self-paced, online educational program called 'Life & Money After Loss: A Guided Program for Newly Widowed Men & Women' offering nearly 60 lessons for widowed individuals.
• Widow411
• Project CARES Scholarship

Quantifiable outcome

• Clients save more than $1.6 million in professional fees through free coaching services
• +7 more outcomes

Named customers5 records

Segments3 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

Two partnerships are on record, tiered core.

• WidowWise LLC (Widow411)coreTechnology or Integration · 1 July 2026Exclusive licensing agreement makes Wings for Widows the only entity in America offering comprehensive support for both financial and emotional dimensions of spousal loss, combining Wings for Widows' financial coaching with Widow411's grief support services.
• WidowWise LLCcoreStrategic or Co-development Partner · 26 March 2026WidowWise LLC acquired Widow411, a digital education platform for widows founded in 2018 by Kim Murray. Wings for Widows operates under an exclusive licensing agreement with WidowWise LLC, enabling Wings for Widows to provide Widow411 grief support services as part of its expanded support model.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lantern: End-of-life planning and financial guidance platform helping families navigate financial and legal decisions after a loss. Comparable to Wings for Widows in addressing financial and administrative tasks after spousal loss, but commercial rather than nonprofit.
• The Dinner Party: Nonprofit peer-support community for people in their 20s-40s who have experienced the loss of a parent, partner, or close friend. Comparable in mission - emotionally and practically supporting grievers in their 20s-40s demographic that overlaps with Wings for Widows' widowed clients.
• Cake: End-of-life planning platform offering wills, advance directives, and funeral planning. Comparable as an education/resource hub for people managing financial and administrative decisions after a death, including for surviving spouses.
• Soaring Spirits Loss Foundation: Nonprofit providing peer-based community and grief support specifically for widowed men and women (e.g., Camp Widow). Directly comparable as a bereavement-focused nonprofit serving the same widowed-persona segment as Wings for Widows.
• Evermore: Nonprofit advancing research, policy, and support for bereaved families in the U.S. Overlaps with Wings for Widows in serving adults experiencing the death of a family member/spouse and advocating for greater bereavement support infrastructure.
• Modern Widows Club: Mission-driven organization building supportive communities for widows worldwide. Overlaps with Wings for Widows in serving widowed individuals with both emotional and practical support, though more group/community-led than financial-coaching-led.

Broad incumbents

• National Endowment for Financial Education (NEFE): Foundational nonprofit advancing financial education research and resources nationwide. Comparable as a financial-literacy nonprofit, though operating at the policy/research/curriculum layer rather than the 1:1 coaching layer Wings for Widows occupies.
• GreenPath Financial Wellness: National nonprofit providing financial counseling, debt management, and credit education. Overlaps with Wings for Widows on the financial-coaching and education layer, but addresses general consumers rather than specializing in widowed individuals.
• AARP Foundation: Nonprofit serving Americans 50+ with resources on finances, caregiving, and bereavement including widowhood. Overlaps with Wings for Widows on serving widowed older Americans and is referenced as a media partner (AARP Minnesota coverage).

Others

• Financial Planning Association (FPA): Professional association for CFP professionals and financial planners. Comparable as the source of the 150+ CFP volunteer network that powers Wings for Widows' coaching, and provides continuing education for the same advisor persona.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/wings-for-widows

Revenue estimate

Valuation estimate

Number of profiles

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 WINGS FOR WIDOWS