Beyond Blue

What Beyond Blue does

Beyond Blue is an Australian federally funded non-profit mental health organisation, founded in 2000 with a seed donation from former Victorian Premier Jeff Kennett and headquartered in Melbourne. Its mission is to support Australians affected by anxiety, depression and suicidal distress. Core products and services comprise free 24/7 telephone and webchat counselling, an online peer-support community containing more than 50,000 user posts, the NewAccess mental-health coaching program delivered through primary-care and workplace channels, and the PACE daily wellbeing mobile app positioned as an automated conversational coach. Specialist service lines are tailored for First Nations peoples, LGBTIQ+ communities, young people, culturally and linguistically diverse communities (delivered in partnership with AMES Australia), small-business owners and workplace populations.

The revenue model is a diversified non-profit mix: government grant funding sourced from the federal Australian Government and all eight states and territories; corporate partnerships (with Australia Post on the multi-year Connection Postcards program in its sixth year, Luminary on digital platform modernisation, and PAX Aus 2026 on gaming-community engagement); individual donations, workplace giving and bequests; and a podcast ("Think Again with Beyond Blue") used to extend reach and steward supporters. Headcount is in the 101-250 range, the workforce spans clinical, support, fundraising and corporate functions, and the organisation services more than 800 people per day through its direct channels. Go-to-market is primarily via mass-market awareness (postcard distribution through Australia Post), owned digital properties, referrals through the primary-care NewAccess program, and B2B workplace and small-business partnerships.

Name

Beyond Blue

Legal name

Beyond Blue Ltd

Website

https://beyondblue.org.au

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Beyond Blue is an Australian non-profit mental health organisation founded in 2000 that provides free 24/7 counselling, peer support, mental health coaching, and digital wellbeing tools to Australians experiencing anxiety, depression, and suicidal distress, funded by federal and state government grants and corporate partnerships.

Ownership category

akta.pro rank

Product category

Mental Health Support Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330), Other Individual and Family Services (62419)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGAEAH)

akta.pro secondary industries

Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI), General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

Keywords

• Mental health support
• Crisis counselling
• Suicide prevention
• Peer support community
• Workplace mental health

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Government Funding: Core and tied funding from the Australian Federal Government and all State and Territory Governments to deliver mental health programs and services.
2. Individual Donations: One-off donations, monthly giving, donations in memory, donations in celebration, and major gifts from individuals supporting mental health services.
3. Corporate Partnerships: Strategic partnerships with corporations providing financial support, cause-related marketing, workplace giving, and employee fundraising programs.
4. Workplace Giving: Payroll giving program allowing employees to donate part of their pre-tax salary with companies matching contributions.
5. Bequests and Major Gifts: Planned giving through wills and major individual gifts supporting long-term sustainability of mental health services.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Beyond Blue provides free, 24/7 mental health support services to people in Australia experiencing anxiety, depression, or suicidal thoughts via telephone counselling, webchat, online peer support forums, and a mobile wellbeing app. Complementary offerings include a mental health coaching program (NewAccess), self-assessment tools, workplace mental health advisory services for businesses, and community engagement programs.

Product overview

Beyond Blue is a mental health organization offering a coordinated suite of support services, digital tools, and community programs. The core offering is the Beyond Blue Support Service (24/7 phone and webchat counselling), complemented by the PACE: Daily wellbeing mobile app, an online peer support Forum, and the NewAccess Mental Health Coaching Program. Additional offerings include self-assessment tools (K10, Burnout Check-in, Self-Care Check), educational content through podcasts (Not Alone, Think Again), and community engagement programs including the Connection Postcards initiative with Australia Post, Mental Health Match sporting events, Blue Voices advocacy program, and the Speakers Program. The organization also provides workplace mental health advisory services for businesses.

Differentiator

Problem solved

Functional benefit

Brands

• PACE: Daily wellbeing app: A free mobile application designed to help users build daily habits that support their mental health and wellbeing.
• NewAccess mental health coaching program
• Think Again with Beyond Blue

Products and services

• Beyond Blue Support Service 24/7 telephone and webchat counselling service providing free, confidential mental health support to Australians experiencing anxiety, depression, or suicidal thoughts, staffed by qualified mental health professionals via phone (1300 22 4636) and online chat.
• PACE: Daily Wellbeing App Free mobile application available on iOS and Android that helps users build daily habits supporting mental health and wellbeing through simple goal-setting and tracking.
• Beyond Blue Forums Online peer support community where users can anonymously read, share, and discuss mental health management and wellbeing with others who understand what they are going through.
• NewAccess Mental Health Coaching Program Program offering 6 free sessions with a mental health coach for everyday issues such as work, study, relationships, health, or loneliness, designed for people not currently seeing a psychologist or psychiatrist.
• Workplace Training and Advisory Program Program where Beyond Blue experts in workplace mental health, culture, leadership, and psychosocial health and safety help businesses build better workplaces and protect employees.
• Connection Postcards Campaign Collaboration with Australia Post sending 4 million postcards to rural and regional households across Australia, encouraging people to reach out to someone they care about with a handwritten note; now in its sixth year.

Quantifiable outcome

• Over 800 people reach out for help to Beyond Blue daily
• +2 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

23 partnerships are on record, tiered core, flagship, major and supporting.

• PAX AuscoreGTM or Marketing Partner · 1 January 2026Official charity partner for PAX Aus 2026 gaming convention to be held at Melbourne Convention and Exhibition Centre from October 9-11, 2026. Beyond Blue will appear at the event to promote mental health awareness to the gaming community.
• AMES AustraliacoreStrategic or Co-development Partner · 1 January 2024Official partnership formed in 2024 with settlement services organization supporting newly arrived refugees and migrants. United by shared commitment to improving mental health and wellbeing for migrants and refugees.
• Australia PostflagshipStrategic or Co-development PartnerPremier partner with central presence in over 4,000 communities across Australia. Joint initiatives include the Connection Postcard campaign distributing 4 million postcards to rural and regional households to promote connection and mental health awareness. Partnership leverages Australia Post's distribution network for mental health messaging.
• MantelflagshipStrategic or Co-development PartnerPremier partner and Australian-owned technology consulting company. Supporting Beyond Blue to uplift data and emerging technology literacy, mindset and capability to demonstrate data excellence in support of the Australian community.
• DownermajorGTM or Marketing PartnerMajor partner and leading provider of integrated services in Australia and New Zealand. Partnership supports mental health awareness and workplace wellbeing initiatives.
• Supercheap AutomajorGTM or Marketing PartnerMajor partner and specialty retail business with 350 stores across Australia and New Zealand. Corporate partnership supporting mental health initiatives and fundraising.
• MeddbasemajorTechnology or IntegrationMajor partner and healthcare technology company. Partnership working to advance mental health support in Australian workplaces through technology solutions.
• Movember FoundationcoreStrategic or Co-development PartnerPartnership supporting delivery of male-focused health initiatives aimed at changing the face of men's mental health in Australia.
• Hawthorn Football ClubcoreGTM or Marketing PartnerCommunity partner since 2006, raising awareness of depression and anxiety in the AFL community. Annual Beyond Blue Cup and promotion of programs through Family Day, Tasmania Community Camp and training clinics.
• QantassupportingGTM or Marketing PartnerSupporting partner and exclusive airline partner of Beyond Blue for over 95 years, supporting Australian and international communities.
• XerosupportingGTM or Marketing PartnerSupporting partner and accounting software company. Partnership aligns with Beyond Blue's small business mental health advocacy, with Xero's expertise enabling better digital support for small business owners.
• Steel BluesupportingGTM or Marketing PartnerSupporting partner - Australian-owned work boot company. Donation of ten dollars from every Blue Boot sold to support people in Australia affected by anxiety, depression and suicide.
• Storage KingsupportingGTM or Marketing PartnerSupporting partner donating $1 from every Beyond Blue branded Large Ezi Carry Carton at participating Australian stores to Beyond Blue's Support Service.
• CoastrekcoreGTM or Marketing PartnerCommunity partner - team trekking and fundraising walks along coastal trails around Australia. Partnership raises vital funds for mental health support.
• Financial Counselling AustraliacoreStrategic or Co-development PartnerCommunity partner since 2020 - national peak body for financial counsellors. Partnership raises awareness of links between financial hardship and mental wellbeing, encouraging people to seek help early.
• Thriving Communities PartnershipcoreStrategic or Co-development PartnerCommunity partner since 2021 - inaugural mental health-focused member ensuring inclusive approach including reaching people experiencing financial stress.
• ZoetissupportingGTM or Marketing PartnerSupporting partner - animal health company. Campaign to help raise awareness and funds for Beyond Blue, focusing on reducing suicide rates across rural Australia.
• RexelsupportingGTM or Marketing PartnerSupporting partner in Australian electrical industry for over 100 years. Partnership aims to raise awareness of anxiety, depression and suicide prevention within small business and electrical contractors.
• Peter JacksonsupportingGTM or Marketing PartnerSupporting partner - leading suit specialist. The Blue Shirt campaign dedicated to championing mental health awareness for men.
• LuminarysupportingTechnology or IntegrationSupporting partner - digital agency. Partnered in 2024 to enhance the digital experience for those who need support.
• MaxibonsupportingGTM or Marketing PartnerSupporting partner - ice cream brand. Partnership aims to foster moments of connection among young Australians, helping them feel less lonely.
• HIA Charitable FoundationsupportingGTM or Marketing PartnerSupporting partner - Housing Industry Association. Partnership aims to promote conversations around mental health in the residential building industry.
• Remedy Healthcare (Australian Unity)coreImplementation/ SI/ Consulting PartnerThe Beyond Blue Support Service is run through partner Remedy Healthcare, part of Australian Unity. This partnership provides the operational delivery of 24/7 telephone and webchat counselling services.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• 13YARN: Indigenous-led 24/7 crisis support line for Aboriginal and Torres Strait Islander peoples, operating in the same crisis-counselling space as Beyond Blue and increasingly competing for First Nations funding.
• Headspace: Australia's national youth mental health foundation, funded by the same Australian government and providing counselling, information, and digital tools, directly overlapping with Beyond Blue's youth and digital support mandate.
• Lifeline Australia: Australia's other flagship 24/7 crisis support and suicide prevention service, operating a similar telephone and digital support model and competing for the same federal and state government funding and donor pool.
• SANE Australia: Australian mental health charity providing peer support, information, and referrals for people with complex mental health needs, with overlapping telephone, online, and community support channels.
• Movember Foundation: Global men's health charity (Australia-founded) that partners with Beyond Blue on male mental health programs and competes for the same corporate and individual donor base in mental health.
• Black Dog Institute: Australian medical research institute focused on mental health, translating research into digital tools and clinical programs that compete with Beyond Blue's evidence-based content and digital offerings.
• MensLine Australia: Australia's dedicated telephone and online counselling service for men, overlapping with Beyond Blue's The Shed Online program and corporate-funded male mental health initiatives.

Broad incumbents

• Mind (UK): The UK's leading mental health charity, providing information, support, and advocacy across a broad range of mental health services, comparable in mission and operating model to Beyond Blue's national role in Australia.
• NAMI (National Alliance on Mental Illness): The largest US grassroots mental health organization, providing support groups, helplines, and advocacy, comparable to Beyond Blue as a non-profit mental health backbone organization.

Emerging players

• THIS WAY UP (St Vincent's Hospital / Mindframe): Australian evidence-based online mental health clinic offering clinician-prescribed internet-delivered CBT programs, competing with Beyond Blue's NewAccess coaching and self-assessment tools in the digital treatment space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmHH7LtSv8cD4lcX3ndZ-5g
• Xx.com/beyondblue

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Beyond Blue