Our Story
& Founder
Founder-led since 1998, built by a former surrogate to put people before profit.
Surrogate Alternatives, Inc. (SAI) opened its doors in 1998 in San Diego County, California, at a time when surrogacy was still largely unknown and deeply misunderstood. What began as a small, hands-on agency has grown into one of the longest continuously operating third party redproduction programs in the country.
Today, Diana Olmeda still leads the agency she founded. She remains involved in matching, mentoring the team, and supporting surrogates and intended parents through moments that don't always fit neatly into business hours. That continuity matters when people are trusting you with something as personal as building a family.
SAI was created for people who want care that feels steady, thoughtful, and personal—not rushed or transactional.
Before SAI existed, there was a family friend, a difficult question, and a promise Diana couldn't fulfill in time.
In 1997, a close family friend asked Diana to be her surrogate. The woman had serious medical issues and couldn't carry a pregnancy herself. Diana had two healthy pregnancies of her own and felt honored to help. She began researching surrogacy, talking to doctors, and preparing to say yes.
Before the journey could begin, her friend's health declined and she passed away. Diana never had the chance to help her become a mother. The loss was deeply personal.
Later that same year, Diana became a gestational surrogate for a local couple, carrying twins. The experience was medically uncomplicated, emotionally profound, and life-changing. It changed her.
Over the next year, Diana met with attorneys, doctors, psychologists, and other surrogates. She studied the field, learned where people felt unsupported, and began building something different.
In 1998, Surrogate Alternatives was founded. It was built on empathy, ethics, and lived experience—not just contracts and logistics.
Why Founder-Led
Still Matters
For families and surrogates navigating something this personal, leadership matters. Being founder-led means decisions are guided by experience, values, and care—not distance.
- 01Diana remains hands-on in matching, case oversight, and complex situations
- 02She personally mentors the team, passing down decades of experience rather than relying on scripts or systems alone
- 03The agency culture is built around long-term relationships, not short-term outcomes
- 04Decisions are based on safety, alignment, and what's right for the people involved—even when that means slowing down
- 05Diana remains personally available when questions arise, including outside regular business hours
I built SAI on heart, purpose, and the belief that every family deserves respect and care throughout their journey. That hasn't changed in 28 years, and it won't.
— Diana Olmeda, Founder & CEO
Experience & credentials
Decades in Reproductive Care, Lived From the Inside
Diana didn't come to surrogacy from a corporate or academic path. She came to it as a surrogate, an egg donor, and someone who had experienced loss and wanted to help families find hope.
With more than 28 years of experience in third-party reproduction, Diana has guided thousands of journeys through surrogacy and egg donation—through both straightforward paths and complex, emotionally challenging situations.
As a mother and grandmother herself, Diana understands the responsibility that comes with helping families grow and takes that responsibility seriously.
- Founder & CEO since 1998
- Former gestational surrogate (2×)
- Former egg donor (5×)
- 28 years of continuous experience
- 4,000+ babies born through SAI
- Author of the book The Surrogacy Blueprint
What guides us
The Values SAI
Was Built On
From the beginning, SAI has been guided by a simple belief: treat people the way you would want to be treated if you were walking this path yourself.
People First
Surrogates and intended parents are never treated as transactions. Every journey is personal.
Ethical Matches
Safety, consent, and alignment matter more than speed.
Transparency
Clear, honest communication. No pressure, no surprises.
Support Over the Long Term
Support doesn't end at birth. Relationships matter.
"I consider our staff an extension of my family, and that same care extends to every surrogate and intended parent we serve."
Diana Olmeda
Founder & CEO, Surrogate Alternatives, Inc.
San Diego County, California · Founded 1998
Continue exploring
Explore More About SAI
See how Diana's story shows up in daily practice — the team she's built, the standards that guide the work, and stories from families and surrogates.
Meet the Team
Our Standards & Ethics
Read Testimonials
Have questions about working with a founder-led agency? Talk with our team
