4US is a non-profit medical equipment foundation operating at the intersection of philanthropy and reproductive health. The organization raises capital to donate advanced 3D and 4D ultrasound arrays to pregnancy centers across the country, empowering those centers with modern diagnostic capabilities. By focusing on "illuminating the womb," 4US aims to give expectant mothers the clearest possible medical imaging to support informed decision-making.

Unlike organizations that operate their own clinics, 4US works entirely through a network of partner pregnancy centers — making reliable data exchange, partner reporting, and operational visibility central to everything they do.

New Normal's relationship with 4US spans several years and has grown into a true long-term technology partnership. The collaboration began with New Normal taking over development and support of 4US's main website — an ongoing responsibility that expanded to include full support of their Microsoft infrastructure.

Over the years, the website evolved into a meaningful operational hub, with New Normal delivering donor management and donation flow functionality, volunteer management tools, and content management capabilities — all integrated with Stripe for payment processing and QuickBooks for streamlined internal donation management. Throughout this period, the team tackled multiple architectural restructuring efforts, resolving accumulated technical debt while consistently meeting delivery timelines.

As 4US grew, so did their operational needs. The organization adopted Microsoft Dynamics 365 to automate business processes and bring structure to their growing dataset — delivery records, center profiles, contact histories, and more. This set the stage for the next major chapter of the partnership.

With a solid D365 foundation in place, 4US needed a way to surface that data meaningfully for both internal teams and the pregnancy centers themselves. New Normal designed and built a Partner Portal on Microsoft Power Pages, tightly integrated with Dynamics 365, giving the organization a single operational window into their network.

The portal enabled pregnancy centers to report on key outcomes — including client volumes, decision data, and operational details — with reporting views that accommodated multi-location center networks, allowing individual locations to report separately within a shared organizational structure.

Alongside the portal, New Normal built an analytical dashboard powered by Power BI and embedded directly into the Partner Portal experience. Using row-level security, the dashboard ensured each center could track their own performance while enabling anonymous benchmarking against demographically similar centers. A separate internal Power BI workspace was also built for 4US's own operational needs.

Center representatives were not passive recipients of these tools — they actively participated in stakeholder interviews, ensuring that what was built genuinely reflected the realities of their day-to-day work.

The scope of New Normal's involvement with 4US has expanded dramatically over the years. What began as website development grew into full ownership of the organization's digital infrastructure — from the public-facing website to Microsoft environment support, partner reporting, and data visualization.

New Normal works closely with 4US's leadership and core operations team on a regular basis, functioning less as an external vendor and more as an embedded technology partner — proactively identifying gaps, proposing long-term solutions, and ensuring continuity across every layer of the stack.

With over 1,300 partner centers onboarded and more than 2,100 machines processed through the platform, the impact of this infrastructure is felt in pregnancy centers across the country.

The partnership continues to evolve. New Normal is currently developing a fully redesigned Partner Portal 3.0 — rebuilt on a modern custom stack with deep Dynamics 365 integration and AI-powered capabilities designed to support smarter decision-making at the center level.

The new portal incorporates AI-powered reporting and insights, automated recommendations, and natural language querying — giving center representatives intuitive access to the data that matters most to their work. This next phase reflects both the maturity of the partnership and the shared ambition to keep pushing what's possible for the centers and families 4US serves.