About Us 2018-01-04T08:57:34+00:00


“Women are responsible for over 80% of consumer decisions and until now there has never been a trusted endorsement identifying the brands and services that she would recommend. The Women’s Choice Award represents the collective voice of women. Now, when she sees the Women’s Choice Award seal, she can shop with confidence while simplifying her life-leaving more time for what really matters.”

Delia Passi, Founder and Chief Mission Officer

In today’s cluttered market, consumers have more choices than ever before and seek a trusted third party endorsement to validate their choice. The Women’s Choice Award allows women to choose with confidence, knowing that other women across America would highly recommend it to their family and friends. The seal simplifies her life and empowers her to make choices based on what other women have experienced or in the case of healthcare and financial services, based on the highest and most rigorous publicly available reporting.

The design of the Women’s Choice Award seal portrays a timeless symbol of empowerment for all women and is symbolic of the strength and power of today’s female consumer. The coin image is one of relevance for generations to come, supporting women’s decisions and playing a key role in setting the highest standards of excellence which brands strive to achieve.


Our mission is to give women a collective voice so that they can help each other identify brands, products and services that deserve her loyalty and referrals. We are a trusted referral source for women who are searching for the most recommended hospitals, businesses, brands and services.

Our Commitment

The Women’s Choice Award is a symbol of excellence in customer experience awarded by the collective voice of women. When you see the Seal, know that women in your community and across the nation have rated that business as a business they trust to give you the kind of respect, customer service, assistance and buying experience you expect and deserve.

And our promise to you is that we will act as your consumer advocate, should a business awarded the Women’s Choice Award disappoint you. We will investigate your complaint and expect that our awarded businesses seek to satisfy the issue to your satisfaction.

Our Origin

The Women’s Choice Award was founded by Delia Passi, former Publisher of Working Mother magazine and responsible for the pinnacle success of the 100 Best Companies for Working Mothers list. She is the author of Winning the Toughest Customer; the Essential Guide to Selling to Women. As a leader in marketing and selling to women she is a sought after expert and speaker and recognized as a game changer. In 2003 she was diagnosed with breast cancer and experienced an horrific healthcare experience, which changed the course of her career. She was now determined to empower every woman to make smarter healthcare choices by providing publicly available reporting on the best hospitals. The need was evident as the brand grew and expanded quickly resulting in being named by Inc. Magazine as one of the fastest growing companies for the last three consecutive years.

Fastest Growing Company in America
INC Magazine 2015-2017