Family Friendly New Mexico

What Family Friendly New Mexico does

Family Friendly New Mexico is a nonprofit initiative founded in 2015 and operated under the Center of Southwest Culture, headquartered in Albuquerque. It administers the Family Friendly Business Award®, a tiered recognition program (Bronze, Silver, Gold, Platinum) that certifies New Mexico employers for implementing family-friendly workplace policies across four base categories — Paid Leave, Health Support, Work Schedules, and Economic Support — plus advanced categories at the Platinum level (Pay Equity, Diversity & Inclusion, Community Investment, and Sustainability). The organization also offers a separate Education Support Special Designation backed by United Way of North Central New Mexico. To date, 339 New Mexico businesses have earned recognition, impacting approximately 191,978 employees statewide.

The organization generates revenue from four streams: (1) the Family Friendly Awardee Membership (FFAM) program, with tiered annual subscriptions from $349 (Individual) to $2,199 (Community) that bundle consulting, networking, and CEU-approved workshops; (2) sliding-scale award application fees, with free participation for micro businesses under 10 employees; (3) event revenue from the annual Awards Luncheon at Sandia Resort & Casino (350–450 attendees; $100 single tickets, $1,000 tables of 10) and multi-tier event sponsorships; and (4) donations and grants, including a matching grant from the Kellogg Foundation to expand training statewide. A State Program Licensing Package allows the model to be replicated in other states. Go-to-market is self-service application via an online portal, supported by a 35,000-subscriber email newsletter, social channels, and an annual in-person recognition event. The organization has no proprietary technology platform — its core is policy certification, community convening, and content/toolkit distribution.

Name

Family Friendly New Mexico

Legal name

Family Friendly New Mexico

Website

https://nmfamilyfriendlybusiness.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Family Friendly New Mexico is a nonprofit initiative that administers the Family Friendly Business Award® program, recognizing New Mexico employers for implementing family-friendly workplace policies through tiered certification, membership services, annual events, and policy toolkits.

Ownership category

akta.pro rank

Product category

Workplace Certification Services

NAICS

Business Associations (813910), Business, Professional, Labor, Political, and Similar Organizations (8139), Grantmaking and Giving Services (81321)

SIC

Services-Membership Organizations (8600), Services-Educational Services (8200)

akta.pro primary industry

Philanthropy, Foundations & Grantmaking Advisory (FSAAADAG)

akta.pro secondary industries

Family & Child Benefits Administration (Child Allowance, Parental Leave) (BPAIAKAD), Family-School Collaboration & Inclusion Planning Support (EDAKABAK)

Keywords

• Workplace policy certification
• Employer recognition programs
• Nonprofit workplace awards
• Family friendly certification
• Employee benefits consulting

Headquarters

HQ city

Albuquerque

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Fees (FFAM Program): Family Friendly Awardee Membership program with tiered pricing: Individual ($349/year), Friends ($799/year), Family ($1399/year), Community ($2199/year). Benefits include professional consulting, networking events, and CEU approved workshops.
2. Award Application Fees: Application fee on sliding scale based on business size. Micro businesses with less than 10 employees can participate at no cost.
3. Event Revenue: Annual Awards Luncheon tickets ($100 single, $1000 table of 10) and event sponsorship packages at various levels (Champion, Leader, Advocate, Promoter, Partnership, Media).
4. Donations and Grants: Financial contributions and matching grant from Kellogg Foundation to expand training programs across the state. Donations accepted via PayPal or check.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Family Friendly New Mexico administers the Family Friendly Business Award®, a tiered recognition program (Bronze, Silver, Gold, Platinum) certifying New Mexico employers that implement family-friendly workplace policies across Paid Leave, Health Support, Work Schedules, and Economic Support, with Platinum adding Pay Equity, Diversity & Inclusion, Community Investment, and Sustainability. The program is complemented by the Education Support Special Designation, the FFAM annual membership program with consulting and CEU workshops, downloadable policy toolkits, a statewide business directory and job board, and an annual Awards Luncheon, with a licensing package available for other states to replicate the model.

Product overview

Family Friendly New Mexico operates the Family Friendly Business Award® as its core product, a tiered recognition program (Bronze, Silver, Gold, Platinum) for employers implementing family-friendly workplace policies. The award covers four base policy categories—Paid Leave, Health Support, Work Schedules, and Economic Support—with Platinum adding four advanced categories: Pay Equity, Diversity & Inclusion, Community Investment, and Sustainability. The program is complemented by the Education Support Special Designation, the FFAM membership tier (offering consulting, workshops, and networking), and supplementary services including a business directory, job board, downloadable toolkits, CEU-approved workshops, and annual awards luncheons. An optional state program licensing package allows other organizations to replicate the model.

Differentiator

Problem solved

Functional benefit

Brands

• Family Friendly Awardee Membership Program (FFAM): Annual membership program offering exclusive access to networking events, one-on-one consulting, and CEU approved workshops for awardees

Products and services

• Family Friendly Business Award® Statewide honor-system recognition program that certifies New Mexico employers for implementing family-friendly workplace policies across four base categories (Paid Leave, Health Support, Work Schedules, Economic Support), awarded at Bronze, Silver, Gold, and Platinum levels. Application is free for micro businesses under 10 employees and sliding-scale for larger employers.
• Education Support Special Designation

Quantifiable outcome

• 339 businesses impacted by the program
• +3 more outcomes

Named customers10 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

Partnerships

19 partnerships are on record, tiered core, flagship and minor.

• Sandia Resort & CasinocoreOthers · 30 April 2025Host venue for the annual Family Friendly Business Awards Luncheon. Provides event space and amenities for the 350-450 person annual recognition event.
• Albuquerque Plumbing, Heating & CoolingflagshipGTM or Marketing Partner · 30 April 2025Signature Sponsor for 2026 Awards Luncheon. Long-term supporter and advocate sponsor for the annual event.
• UNM HospitalcoreGTM or Marketing Partner · 30 April 2025Champion Sponsor for 2026 Awards Luncheon. Supporting sponsor for the annual recognition event.
• Bernalillo CountycoreGTM or Marketing Partner · 30 April 2025Champion Sponsor for 2026 Awards Luncheon. Supporting sponsor for the annual recognition event.
• Basin Health CompaniescoreGTM or Marketing Partner · 30 April 2025Leader Sponsor for 2026 Awards Luncheon. Supporting sponsor with EV infrastructure focus.
• U.S. Eagle Federal Credit UnioncoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Long-time award recipient and sponsor.
• Del Norte Credit UnioncoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Platinum level award recipient.
• Nusenda Credit UnioncoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Platinum level award recipient.
• M'tucci's RestaurantscoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Local restaurant partner.
• First Financial Credit UnioncoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Financial institution partner.
• CHRISTUS St. VincentcoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Healthcare provider partner.
• The Education PlancoreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Education savings plan partner.
• EXHIB-IT!coreGTM or Marketing Partner · 30 April 2025Advocate Sponsor for 2026 Awards Luncheon. Event services partner.
• Sunny505minorGTM or Marketing Partner · 30 April 2025Promoter Sponsor and Partnership Sponsor for 2026 Awards Luncheon. Local marketing partner.
• Southwest Capital BankminorGTM or Marketing Partner · 30 April 2025Promoter Sponsor for 2026 Awards Luncheon.
• Bank of AmericaminorGTM or Marketing Partner · 30 April 2025Partnership Sponsor for 2026 Awards Luncheon. Financial partner.
• United Way of North Central New MexicoflagshipStrategic or Co-development Partner · 30 April 2025Foundational partner for the Education Support Special Designation initiative. Partnership supports economic mobility and workforce development. Provides support for the Rising Together initiative and Education-Friendly Workplace Initiative.
• SHRM (Society of Human Resource Management) New Mexico ChaptercoreStrategic or Co-development Partner · 30 April 2025SHRM-NM Chapter partnership for professional development. FFNM is recognized by SHRM to offer Professional Development Credits (PDCs) for SHRM-CP or SHRM-SCP.
• Rio Rancho Regional Chamber of CommerceminorStrategic or Co-development Partner · 30 April 2025Co-hosts networking events with FFNM for member businesses.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Working Mother Media: Publisher of the Working Mother 100 Best Companies list and advocate for family-friendly workplace policies. Directly comparable to FFNM in mission (recognizing employers supporting work-life integration) and target audience (employers seeking family-friendly talent branding).
• Family Forward NC: North Carolina-based program certifying employers with family-friendly policies, similar tiered structure. Closely analogous state-level recognition program and the type of organization FFNM's State Program Licensing Package could create or compete with.
• When Work Works (SHRM): SHRM's research-based initiative recognizing effective workplace flexibility and family-friendly practices. Directly comparable in mission (promoting family-friendly workplace policies) and outputs (employer recognition awards), and FFNM already partners with SHRM-NM Chapter.
• Best Companies Group: Operates state and regional "Best Places to Work" programs across the U.S., including in New Mexico. Closely comparable as it licenses employer-survey-based recognition programs that compete for the same employer-recognition marketing budgets as FFNM.

Broad incumbents

• Great Place to Work Institute: Global certification authority for workplace culture; comparable to FFNM as it issues employer recognition seals (Certified, Best Workplaces) based on employee survey data and HR policies. Far larger and broader in scope but operates in the same employer-recognition category.
• Fortune Best Companies to Work For: Annual ranking of large U.S. employers based on employee surveys and culture audits. Comparable employer-recognition product aimed at talent branding but at much larger enterprise scale and broader geographic scope than FFNM.

Emerging players

• B Lab (B Corporation): Certifies B Corp companies based on social and environmental performance, including worker policies. Comparable as a recognized employer certification seal with rigorous standards, though broader in scope than family-friendly-specific recognition.

Others

• National Partnership for Women & Families: National advocacy organization promoting fair workplace policies including paid leave and family-supportive benefits. Comparable in policy domain (paid leave, family-friendly benefits) but operates as advocacy/think tank rather than a recognition program.

Market position

Strengths5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/FamilyFrndlyNM
• Facebookfacebook.com/nmfamilyfriendlybusiness
• LinkedInlinkedin.com/company/family-friendly-new-mexico
• Instagraminstagram.com/familyfriendlynm

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Family Friendly New Mexico