WELS Lutherans for Life, Metro-Milwaukee

What WELS Lutherans for Life, Metro-Milwaukee does

WELS Lutherans for Life, Metro-Milwaukee is a Wisconsin-incorporated 501(c)(3) public charity founded in 1982 that operates APS Medical, a Christian pregnancy medical clinic located at 8501 W Lincoln Ave, West Allis. The clinic delivers free pregnancy testing, ultrasounds, limited STI testing, parenting classes, material support (diapers, clothing, car seats), after-abortion healing, and pregnancy options counseling to women facing unplanned pregnancies in the greater Milwaukee area. The organization is 100% donor funded and receives no government or synod funding, with revenue sourced from individual donations, church and business contributions, planned giving through National Christian Foundation and WELS Foundation, Thrivent Choice Dollars, United Way Donor Choice, and events including Treasure Life Events, Miriam's Walk for Life, and Paint & Pinot.

The organization's underlying operational technology is minimal: a Firespring-built website, Bloomerang for donor CRM and online giving, and e2ma for email newsletters. There is no proprietary technology, software platform, or AI component; value is delivered entirely through in-person clinical and counseling services by a paid staff of approximately 9 (4 WLFL staff and 5 APS Medical staff), supported by volunteers. Service scope has been broadened over time to include the ManUp MKE Fatherhood Program, Restoration after-abortion healing program, Loving Moms Parenting Program, and youth development initiatives, with church and school speaker outreach extending the top-of-funnel reach.

The go-to-market model is community-led: clients are reached via word-of-mouth referrals, church outreach, and community events rather than paid acquisition, while donors are cultivated through recurring giving programs (Friend of Life monthly giving, Sacred Trust bi-monthly newsletter), Baby Bottle Blessing church campaigns, and annual fundraising events. The organization maintains board oversight (Chairwoman Kathi Boziel, Treasurer Jon Ebeling, Secretary Matt Thompson) under President & CEO Michael Strautmann, and is nationally affiliated with Care Net, Heartbeat International, NIFLA, SperaVita, and the Wisconsin Evangelical Lutheran Synod for training, compliance, and referral infrastructure.

Name

WELS Lutherans for Life, Metro-Milwaukee

Legal name

WELS Lutherans for Life, Metro-Milwaukee

Website

https://alife2.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

1–10 employees

Short description

WELS Lutherans for Life, Metro-Milwaukee is a Wisconsin 501(c)(3) nonprofit that operates APS Medical, a free Christian pregnancy medical clinic in West Allis serving women facing unplanned pregnancies in greater Milwaukee with testing, ultrasounds, parenting support, and material aid.

Ownership category

akta.pro rank

Product category

Pregnancy Resource Services

NAICS

Other Individual and Family Services (624190), Individual and Family Services (6241), Family Planning Centers (62141)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Lactation, Postpartum & Perinatal Support Services (HLAFAJAN), Family & Parenting Support Services (BPAGAEAC)

Keywords

• Pregnancy resource services
• Christian medical clinic
• Pro-life ministry
• Parenting education programs
• After-abortion support

Headquarters

HQ city

West Allis

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, Others, Infrastructure

Revenue model

1. Individual Donations: Primary funding source from individual donors making one-time or recurring contributions. Operates Friend of Life monthly donor program.
2. Church and Business Contributions: Funding from churches and businesses through special offerings, baby bottle blessing programs, and budget allocations.
3. Planned Giving: Accepts IRA rollovers, stocks, bonds, securities, and estate planning gifts through partnerships with National Christian Foundation and WELS Foundation.
4. United Way Donor Choice: Eligible to receive donations through United Way Donor Choice program where employees designate contributions.
5. Thrivent Choice Dollars: Eligible to receive Thrivent Choice Dollar recommendations from Thrivent members.
6. Event Fundraising: Revenue from events including Treasure Life Events, Miriam's Walk, and Paint & Pinot fundraising activities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

WELS Lutherans for Life, Metro-Milwaukee operates APS Medical, a Christian pregnancy medical clinic in West Allis, WI that provides free pregnancy testing, ultrasounds, limited STD/STI testing, and after-abortion support services. The organization supplements clinical services with parenting education (Loving Moms), fatherhood programming (ManUp MKE), after-abortion healing (Restoration), material support for expectant mothers, and community education. All client services are provided at no charge and funded entirely by donations.

Product overview

WELS Lutherans for Life operates APS Medical as its core pregnancy medical clinic offering free pregnancy testing, ultrasounds, STD/STI testing, and after-abortion support. The organization delivers services through the Loving Moms Parenting Program for mothers and the ManUp MKE Fatherhood Program for fathers, complemented by material support distribution, youth development initiatives, and community engagement programs. The organization conducts fundraising through events including Treasure Life Events (annual luncheon and dinner), Miriam's Walk for Life, and Paint & Pinot, plus the Baby Bottle Blessing program for churches and schools. All services are free, confidential, and life-affirming, with no abortion referrals provided.

Differentiator

Problem solved

Functional benefit

Brands

• APS Medical: Christian pregnancy medical clinic operated by WELS Lutherans for Life, providing pregnancy testing, ultrasounds, parenting classes, and support services
• Sacred Trust
• Friend of Life
• Miriam's Walk for Life
• Treasure Life Events

Products and services

• APS Medical Pregnancy Clinic
• Loving Moms Parenting Program

Quantifiable outcome

• 372 client visits in last quarter
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Care NetcoreStrategic or Co-development PartnerNational affiliation with Care Net, a network of pregnancy resource centers. Care Net provides training, resources, and support for pro-life pregnancy centers.
• Heartbeat InternationalcoreStrategic or Co-development PartnerAffiliated with Heartbeat International, supporting pregnancy centers worldwide. Provides resources and connection to global pro-life network.
• NIFLA (National Institute of Family and Life Advocates)coreStrategic or Co-development PartnerAffiliated with NIFLA, an association of life-affirming pregnancy centers. Provides training and compliance resources.
• Wisconsin Evangelical Lutheran Synod (WELS)coreStrategic or Co-development PartnerAffiliated with WELS but receives no funding from the synod. Represents the Lutheran pro-life perspective.
• SperaVitaminorStrategic or Co-development PartnerListed as a national affiliated organization, purpose not detailed in available sources.
• Sky High MarketingminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• Heritage Funeral HomesminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• Spiegelberg FinancialminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• ProLife WisconsinminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• Connect ChiropracticminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• The Riverfront DentistminorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025
• Imperial - A Visual Communications CominorGTM or Marketing PartnerEvent sponsor for Miriam's Walk for Life 2025

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Heartbeat International: Global network of pregnancy resource centers and a parallel national affiliation to Care Net. Comparable mission and service model; serves a worldwide footprint compared to WLFL's regional Wisconsin focus.
• National Institute of Family and Life Advocates (NIFLA): Trade association for life-affirming pregnancy centers providing legal, compliance, and training resources. Comparable in shared client base and mission; operates as a membership body rather than direct service provider.
• Care Net: National umbrella network of more than 1,100 pregnancy resource centers. Directly comparable as the parent affiliation network providing training and resources to WLFL; operates broadly across the U.S. while WLFL is a single regional affiliate.

Direct peers

• CompassCare Pregnancy Services: Network of faith-based pregnancy centers offering free pregnancy testing, ultrasounds, and decision coaching. Direct comparable peer with explicit Christian framework and similar service mix.
• Options for Women: Network of pregnancy help centers offering free pregnancy testing, ultrasounds, STI testing, and parenting education. Direct comparable peer with overlapping clinical and educational services.
• Alpha Women's Center: Faith-based pregnancy resource center network providing free pregnancy testing, ultrasounds, parenting support, and material assistance. Direct comparable peer with similar Christian, no-cost service model.
• First Care Clinic: Faith-based pregnancy resource center offering free medical and support services. Direct comparable peer with similar clinical offerings (pregnancy testing, ultrasounds, STI screening) and donor-funded operating model.
• SperaVita: National affiliated organization listed among WLFL's partnerships, focused on pregnancy center support services. Comparable mission and pregnancy-resource-center orientation; serves a multi-state footprint.
• Birthright International: Volunteer-based nonprofit offering free pregnancy support services including testing, counseling, and material aid. Direct comparable peer offering similar free services through local chapters; operates globally where WLFL is regionally focused.

Regional players

• ProLife Wisconsin: Wisconsin-focused pro-life advocacy organization that sponsored WLFL's Miriam's Walk event. Comparable in mission and Wisconsin geography but focused on advocacy and policy rather than direct clinical service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/WELSLFL
• LinkedInlinkedin.com/company/wels-lutherans-for-life-metro-milwaukee
• Instagraminstagram.com/all4lives

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries1 record

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 WELS Lutherans for Life, Metro-Milwaukee