The Trull Foundation

What The Trull Foundation does

Trula Foundation is a St. George, Utah-based nonprofit founded on October 9, 2019 by Lindsay Atwood, Jeremiah Riley, and Rick Atkin. It addresses college student mental health and suicide prevention by operating TrulaCampus™, an evidence-based peer coaching program that connects trained student coaches with college students seeking support and guidance. Services are delivered at no cost via phone, text, or video through a partnership with the Utah System of Higher Education, making the program available to more than 200,000 students across partner institutions, with 10,000 coaching sessions projected for the 2021–2022 academic year.

The foundation's product surface comprises three offerings: TrulaCampus™ (the core peer coaching service), a 12-hour self-paced Coach Training course for peer coaches and select faculty/staff, and a 45-minute virtual Advocate Training program (held twice monthly) that prepares faculty, staff, and student leaders to refer students into coaching. Trula Foundation owns registered trademarks for "Trula Foundation" and "TrulaCampus™," and operates with a small team of 1–10 employees.

Commercially, Trula is a donation-funded nonprofit rather than a transactional SaaS or services business. The foundation's primary economic asset is a $1 million scholarship endowment contributed by founder Lindsay Atwood, with 100% of donations directed toward that fund to support student peer coaches. Distribution flows through institutional partnerships rather than direct sales, and the foundation's pricing posture — free to end users — rules out per-seat or per-session fees to students. Headquartered at 453 South 600 East, Suite 147, St George, Utah, the foundation is currently operating and is not pursuing a public offering or external private-equity investment.

Name

The Trull Foundation

Legal name

Trula Foundation

Website

https://trulafoundation.org

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Trula Foundation is a St. George, Utah-based nonprofit that provides free peer coaching, training programs, and scholarships through its TrulaCampus™ program to support mental wellness among college students across the Utah System of Higher Education.

Ownership category

akta.pro rank

Product category

Student Mental Health Services

NAICS

Educational Support Services (61171), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL)

akta.pro secondary industry

School Success & Academic Habits Coaching (Motivation, Goal-Setting, Mindset) (EDANADAJ)

Keywords

• Peer coaching services
• Student mental wellness
• Nonprofit education
• Scholarship endowment
• College student support

Headquarters

HQ city

Saint George

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Others

Revenue model

1. Donations and Philanthropic Contributions: As a nonprofit foundation, Trula Foundation relies on donations to fund its operations. The foundation states that 100% of donations go toward the scholarship fund.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Trula Foundation operates TrulaCampus™, an evidence-based peer coaching program that connects trained student peer coaches with college students seeking support for personal development, goal-setting, confidence building, stress management, and self-care. Coaching is delivered via phone, text, or video at no cost to students. The foundation also provides Coach Training (a 12-hour self-paced online course) and Advocate Training (a 45-minute virtual session for faculty and staff), and maintains a $1 million scholarship endowment for student peer coaches.

Product overview

Trula Foundation is a non-profit organization offering a unified peer coaching ecosystem for college students. The core offering is TrulaCampus™, an evidence-based peer coaching program that connects students with trained peer coaches. Complementary to this, the foundation provides two training programs: Coach Training (a 12-hour self-paced course) teaches individuals how to become peer coaches, while Advocate Training (a 45-minute virtual session) educates faculty and staff on referring students into the coaching program. Together, these products form a complete pipeline from training coaches to delivering coaching services to students at no cost.

Differentiator

Problem solved

Functional benefit

Brands

• TrulaCampus™: A peer coaching program which connects Trula Coaches with college students seeking support and guidance. Available to more than 200,000 students via phone, text, or video at no cost.

Products and services

• TrulaCampus™ An evidence-based peer coaching program that connects trained Trula Coaches with college students seeking support and guidance for personal development, goal-setting, confidence building, stress management, and self-care. Coaching is delivered via phone, text, or video at no cost to students and is available to more than 200,000 students across partner colleges.
• Coach Training A 12-hour self-paced online training course for peer coaches, faculty, and staff who wish to learn coaching skills, principles, and tools to help college students navigate challenges and achieve goals. Topics include coaching skills, principles, tools, motivation, nervous system wellness, stages of change, coaching ethics, and session management.
• Advocate Training A 45-minute virtual training session for faculty, staff, and student leaders covering Trula Foundation and the TrulaCampus™ peer coaching program, how and when to refer students into coaching, how the coaching process works, who coaching is suited for, and access to data. Held monthly on the 2nd Wednesday at 11am and 4th Wednesday at 3pm.

Quantifiable outcome

• Available to 200,000+ students across partner colleges
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 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 and foundational.

• Utah System of Higher EducationcoreStrategic or Co-development Partner · 9 October 2019Trula Foundation partnered with the Utah System of Higher Education to create the TrulaCampus™ peer coaching program. This partnership enables deployment of the coaching program across Utah's public colleges and universities, reaching 200,000+ students statewide.
• Dixie State University (now Utah Tech University)foundationalStrategic or Co-development PartnerLindsay Atwood, the foundation's inspiration, was a member of the Board of Trustees at Dixie State University. The founding conversation with the university president sparked the creation of the foundation's mission to address student mental health and suicide prevention.

Scale indicators5 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• Active Minds: National nonprofit mobilizing student-led mental health advocacy and peer-to-peer programming on college campuses. Directly comparable peer-driven support model and student mental wellness mission.
• The Jed Foundation: A leading national nonprofit focused on protecting emotional health and preventing suicide among college students. Highly comparable mission and target audience, with broader programming and national reach versus Trula's Utah-focused peer coaching model.

Emerging players

• Steve Fund: Nonprofit focused on the mental health and emotional well-being of young people of color, with significant higher-education programming. Comparable nonprofit mission, student mental wellness focus, and university partnerships.
• Hey Mentor: Peer mentorship platform connecting college students with mentors for personal and academic support. Comparable peer-based support model and student end-user, though focused on mentorship broadly rather than mental wellness specifically.
• Togetherall: Peer-to-peer mental health support platform serving university populations, offering moderated community support. Comparable peer-driven student mental wellness model and institutional buyer.

Direct peers

• UWill: College-focused teletherapy and mental health platform connecting students with licensed counselors. Directly comparable institutional buyer and end-user (college students seeking mental wellness support).
• TimelyCare: Largest virtual mental health and well-being provider in higher education, offering 24/7 teletherapy, psychiatry, and self-care content. Directly comparable buyer (university administration) and overlapping student mental health service category.
• Mantra Health: A venture-backed digital mental health platform purpose-built for colleges and universities, combining teletherapy, coaching, and psychiatry. Directly comparable target customer (higher-ed institutions) and overlapping student wellness/coaching service.
• Christie Campus Health: Provider of mental health, crisis support, and counseling services specifically designed for college campus communities. Directly comparable institutional customer and student mental wellness offering.
• ProtoCall Services: Crisis and support line services operator for colleges and universities, providing after-hours emotional support to students. Comparable institutional customer and student support mission.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Trull Foundation