ASSURANCE FOR LIFE INC

What ASSURANCE FOR LIFE INC does

Assurance for Life Inc is a 501(c)(3) nonprofit pregnancy resource center founded in 1984 (operations began 1985) and headquartered at 1517 Nicholasville Rd in Lexington, Kentucky. The organization delivers no-cost medical services including pregnancy testing, limited obstetric ultrasounds, STI testing, and options counseling, and complements these clinical offerings with structured support programs: REACH for parenting clients, ReKnew for post-abortion recovery, and Bridge for referrals to housing, financial, and spiritual resources. A Telecare hotline and an Abortion Pill Reversal service extend the service portfolio, while a sub-brand, "Assurance Care," appears to be used as a public-facing DBA.

The business model is donor-funded rather than revenue-generating. All client services are provided at no cost, and operating income is sourced from individual donors, the Zoe Circle of Support monthly giving club, more than 30 church partnerships, businesses, and event proceeds from LoveWalk, the Annual Banquet for Life, Baby Bottle Blessings, and Golf for Life. The go-to-market motion is community-led and event-driven: client acquisition flows through church referrals, volunteer ambassadors, and word-of-mouth, while donor acquisition is concentrated around annual events and grassroots church campaigns.

Operations are small and localized: a staff of roughly a dozen (full-time and part-time) operates across eight programs out of a single Lexington clinic. The organization reports 965 unique clients served in 2024 and an estimated 73 lives saved in 2024, contributing to a cumulative 5,286 projected lives saved since 1985. Recent organizational activity includes leadership transitions (Ronda Webber to Randy Hardman in October 2023, and Hardman to Heather Mitchell scheduled for May 2025/2026, with Hardman moving to a part-time Development Director role), expansion of church partnerships, and the introduction of the Embrace Grace program in Fayette and Jessamine Counties.

Name

ASSURANCE FOR LIFE INC

Legal name

Assurance for Life

Website

https://assuranceforlife.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1–10 employees

Short description

Assurance for Life Inc is a Lexington, Kentucky-based 501(c)(3) pregnancy resource center that delivers no-cost medical services, counseling, and parenting support to women and families facing unplanned pregnancies, funded entirely by donor contributions.

Ownership category

akta.pro rank

Product category

Pregnancy Resource Center

NAICS

Family Planning Centers (621410)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Family Planning & Contraception (Including Abortion Care) (HLAKAJAG)

akta.pro secondary industry

Pregnancy & Prenatal Care Telehealth (OB tele-visits, prenatal monitoring) (HLALAHAC)

Keywords

• Pregnancy resource center
• Nonprofit medical services
• Free ultrasound services
• STI testing clinic
• Pregnancy support programs

Headquarters

HQ city

Lexington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others

Revenue model

1. Donor Contributions: Assurance is a 501(c)(3) nonprofit organization funded entirely through the generosity of individual donors, churches, businesses, and community partners. They operate a monthly donor club called 'Zoe Circle of Support' and accept one-time and recurring donations.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Assurance for Life Inc operates a nonprofit pregnancy resource center providing no-cost medical services (pregnancy testing, ultrasounds, STI testing) and structured support programs (REACH, ReKnew, Bridge) to women and families facing unplanned pregnancies in the Lexington, Kentucky area. The organization has been delivering these services since 1985 under its 501(c)(3) nonprofit structure.

Product overview

Assurance for Life Inc operates as a specialized health clinic and 501(c)(3) nonprofit pregnancy resource center offering a unified portfolio of no-cost medical services and support programs. The core offerings include medical-grade pregnancy testing, limited obstetric ultrasounds, STI testing and treatment, and sexual health information. These medical services are complemented by the REACH Program for parenting clients providing mentoring and material assistance, the ReKnew Post-Abortion Healing program for spiritual and emotional recovery, and the Bridge Program for connecting clients to external resources. The organization also operates Telecare/Hotline services and a newly launched Abortion Pill Reversal program. Fundraising and donor engagement are supported through the Zoe Circle monthly giving program and events including the Annual Banquet for Life, LoveWalk, and Baby Bottle Blessings campaign.

Differentiator

Problem solved

Functional benefit

Brands

• REACH Program: Resources, Empowerment, Achievement, Community, and Hope program for clients who decide to parent, offering mentoring, Bible studies, education, and material items.
• ReKnew Program
• Bridge Program
• Zoe Circle of Support

Products and services

• Pregnancy Testing No-cost medical pregnancy testing services provided to women in the Lexington, KY area through Assurance Care's clinic.
• Ultrasound Services No-cost ultrasound imaging for pregnant clients served at the Lexington, KY clinic location.
• STI Testing and Treatment No-cost STI testing and treatment services offered to clients at the Assurance Care clinic in Lexington, KY.
• REACH Program Structured pregnancy support program operated by Assurance for Life Inc to support women and families during pregnancy.
• ReKnew Program Structured support program operated by Assurance Care providing educational or mentoring resources to clients.
• Bridge Program Structured support program operated by Assurance Care to assist clients with pregnancy-related needs.

Quantifiable outcome

• 5,286 projected lives saved since 1985
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Embrace GracecoreStrategic or Co-development PartnerEmbrace Grace is a nationwide movement equipping churches to walk alongside women and families facing unplanned pregnancies. Assurance has worked to launch an official Embrace Grace program within the Lexington community and is currently developing Embrace Grace small groups in Fayette and Jessamine Counties.
• Broadway Christian ChurchminorStrategic or Co-development PartnerPartner organization for the annual Golf for Life event co-hosted with Assurance.
• Local Lexington Churches (30+ partnerships)coreChannel Partner/ Reseller/ DistributorOver 30 local church partnerships providing financial support, volunteer referrals, hosting Baby Bottle Blessings campaigns, and referring clients to Assurance services.
• Community Resource ProvidersminorStrategic or Co-development PartnerThrough the Bridge Program, Assurance connects clients with medical services, recovery programs, housing assistance, mentoring programs, student assistance, financial counseling, spiritual mentors, and churches that fit their needs.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Heartbeat International: Largest U.S. affiliation network for pregnancy resource centers, providing medical, legal, and operational support to affiliated PRCs — a direct peer and likely affiliation option for centers like Assurance.
• Care Net: National network of more than 1,200 affiliated pregnancy resource centers offering free pregnancy testing, ultrasounds, parenting support, and post-abortion recovery services — directly comparable to Assurance in mission and service mix.
• Embrace Grace: Nationwide church-based pregnancy support ministry already partnered with Assurance; offers pregnancy and parenting support models that directly overlap with Assurance's REACH and Bridge programs.
• National Institute of Family and Life Advocates (NIFLA): Trade association for U.S. pregnancy resource centers providing legal counsel, medical standards, and advocacy — functionally a peer in operating model, regulatory exposure, and PRC ecosystem participation.
• Birthright International: Volunteer-driven pregnancy support organization offering free pregnancy testing, counseling, and material assistance through local chapters — comparable in offering no-cost services to women facing unplanned pregnancies.
• CompassCare: Faith-based pregnancy resource center operating medical clinics with ultrasounds, STI testing, and abortion-minded client consultations — closely aligned with Assurance's medical service mix.
• Crossroads Pregnancy Center: Faith-based pregnancy resource center delivering free pregnancy testing, ultrasounds, parenting classes, and post-abortion support — closely aligned with Assurance's program structure.
• Thrive Metro STL: Regional pregnancy resource center combining medical services with prevention education and post-abortion support, providing a regional peer comparison to Assurance on scale and program mix.
• RealOptions Pregnancy Resource Centers: Multi-location pregnancy resource centers offering no-cost medical services, parenting education, and material support with a similar faith-based lens and volunteer ecosystem model.

Broad incumbents

• Bethany Christian Services: Large, established faith-based social services organization spanning adoption, foster care, pregnancy support, and refugee services — broader in scope than Assurance but overlapping in pregnancy services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/assurance-for-life-inc

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 ASSURANCE FOR LIFE INC