About Ethical Hearts Family Planning
At Ethical Heart Family Planning, we believe that every family deserves the chance to grow with love, dignity, and support. As a full-service surrogacy agency, our mission is to provide compassionate, ethical, and expert guidance to intended parents, surrogates, and egg donors throughout every step of the process. Whether you are starting your family or helping someone else start theirs, we are here to ensure the experience is grounded in transparency, respect, and care.
With over 17 years of combined experience and a team made up of former surrogates and professionals who’ve supported hundreds of journeys, we understand the path intimately. Our commitment is to walk beside you not just as coordinators, but as advocates so you feel seen, supported, and empowered from day one.
We proudly serve both domestic and international clients, creating matches that are thoughtful, intentional, and rooted in mutual trust. Because to us, this work isn’t just professional it’s deeply personal.
״“There is so much joy in starting and growing your family, being a surrogate and helping another family only adds to that joy and fulfillment, knowing you’ve done something in life that is bigger than yourself.”
- Tonia Rivera
CEO | Program Director
Meet Tonia
Tonia Rivera, CEO | Program Director Tonia is a two time surrogate, and a DONA certified birth doula with professional experience in surrogacy journey management, egg donor matching and cycles management, and patient direct fertility coaching. After delivering her IPs first baby via surrogacy, and caring for them for several months during the Covid-19 pandemic, she knew she wanted to be a part of the assisted reproduction industry in a much larger way.
While working on the agency and clinical management side of surrogacy, she noticed that the care for the well being of surrogates and intended parents was sorely lacking. This led her to create Mothers First Surrogacy, a company that not only manages surrogacy journeys but focuses on unwavering personalized support, education and empowerment.
Meet Anna
Anna , Surrogate Advocate & Heart of Our Team | Anna is a proud mother and two-time gestational surrogate who brings her deep compassion and joyful spirit to everything she does at Ethical Hearts Family Planning. With firsthand experience and a strong sense of purpose, Anna now dedicates her professional life to supporting other surrogates and ensuring they feel seen, valued, and truly appreciated.
Anna plays a vital role in our team, managing medical records, surrogate onboarding, supporting social media outreach, and advocating fiercely for ethical, inclusive care. Her whimsical energy and strong code of ethics create a welcoming space for every surrogate she works with.
Whether she’s helping a new surrogate feel confident in their journey or sharing inspiration through our platforms, Anna leads with kindness, integrity, and heart. She is passionate about making a difference and ensuring every surrogate knows just how important and powerful their role is.
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Meet Wenrui Bi
Wenrui Bi is the Director of Intended Parent Services and International Surrogacy, with over 8 years of experience helping families grow through surrogacy in the US.
Known for her compassionate and detail-oriented approach, Wenrui guides intended parents through every stage - from IVF clinic coordination and surrogate matching to legal steps and preparing for their baby's arrival. She has supported families from around the world in with warmth, professionalism, and cultural sensitivity.
As a mother of three, Wenrui brings both expertise and heart to every journey. Based in Southern California, she is committed to making each family feel supported, informed, and truly cared for.
