Mermaids UK
Mermaids is a UK charity, founded in 1995 and headquartered in Yeadon, that supports trans, non-binary, and gender-diverse children, young people, and their families via a helpline, web chat, SHOUT text crisis support, community groups, professional training, and donations-funded programmes.
- Company typePrivate
- Founded1995
- HeadquartersYeadon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Mermaids UK does
Mermaids is a UK-registered charity (Charity Number 1160575) founded in 1995 and headquartered in Yeadon, United Kingdom. It supports trans, non-binary, and gender-diverse children, young people, and their families through a multi-channel service portfolio: a telephone support line (0808 801 0400, Monday–Friday 1pm–8:30pm), web chat, and 24/7 text-based crisis support via an integration with the SHOUT crisis text line (85258). The charity also runs Community Groups, a Parents Forum, a Youth Forum, a Youth Advisory Panel, and a youth programme called MANGO, alongside structured resource libraries for young people, parents, and professionals.
The underlying technology is a conventional multi-channel support platform rather than a proprietary software product. It combines off-the-shelf telephony, a web chat interface, and an integration with the national SHOUT crisis text service, supplemented by an e-commerce storefront (mermaidsstore.com) selling Pride Collection merchandise. No proprietary AI/ML, app, API, or SDK components are disclosed.
Mermaids' revenue model is donation-driven, typical of a small UK charity with 1–10 employees. The three income streams are (1) individual donations and fundraising, (2) merchandise sales where 100% of profits fund operations, and (3) fee-based LGBTQIA+ Inclusive RHSE training delivered to schools, health bodies, public sector organisations, and private companies. The charity has received grant funding including £652,983 from The National Lottery Community Fund in February 2019, and is governed by a published 2024–2027 strategy. Susie Green serves as Chief Executive Officer.
Mermaids UK firmographics
Firmographics- Name
- Mermaids UK
- Legal name
- Mermaids
- Website
- https://mermaidsuk.org.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Mermaids is a UK charity, founded in 1995 and headquartered in Yeadon, that supports trans, non-binary, and gender-diverse children, young people, and their families via a helpline, web chat, SHOUT text crisis support, community groups, professional training, and donations-funded programmes.
- Ownership category
- akta.pro rank
Mermaids UK industry classification
Industry- Product category
- Charitable Youth Support Services
- NAICS
- Other Individual and Family Services (624190), Child and Youth Services (624110), Individual and Family Services (6241)
- akta.pro primary industry
- LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)
- akta.pro secondary industry
- Special Education, Disability Support & Inclusive Education Nonprofits (BPAGADAH)
Keywords
Where Mermaids UK is headquartered
LocationHeadquarters
- HQ city
- Yeadon
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Mermaids UK business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Donations and Fundraising: Mermaids is a registered charity (Number 1160575) that relies on public donations and fundraising efforts to support operations. Donations go directly toward helping transgender, non-binary, and gender-exploring children, young people, and their families.
- Merchandise Sales: 100% of profits from the Mermaids Pride Collection merchandise store fund the organization's vital work supporting trans young people and their families.
- Training Services: Mermaids offers LGBTQIA+ inclusive Relationships, Health and Sex Education (RHSE) training for teachers and professionals in schools, organisations, health professionals, public bodies, and private companies.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Mermaids UK product offering
Product offeringCore offering
Mermaids UK is a registered charity (Number 1160575) that provides direct support to trans, non-binary, and gender-diverse children, young people, and their families through a multi-channel support line (telephone, web chat, and text-based crisis support via SHOUT), community groups, online forums, and educational resources. It also delivers LGBTQIA+ inclusive Relationships, Health and Sex Education (RHSE) training for teachers and professionals, and operates a Pride Collection merchandise store whose profits fund the charity's work.
Product overview
Mermaids UK operates as a unified charitable support organization rather than a platform-plus-modules architecture. The core offering is the Support Line service (telephone, web chat, and text-based support), supplemented by community programs (Community Groups, Youth Advisory Panel, Youth Forum, Parents Forum), educational training services (LGBTQIA+ Inclusive RHSE Training), resource libraries for parents, young people, and professionals, the MANGO youth program, and a merchandise shop (Pride Collection). These services are interconnected, with the Support Line serving as the primary touchpoint directing users to appropriate community groups, training, and resources based on their needs.
Differentiator
Problem solved
Functional benefit
Products and services
- Support Line Telephone, web chat, and text-based support service connecting trans, non-binary, and gender-diverse young people, their families, friends, and professionals with trained Mermaids team members. Available Monday-Friday, 1pm-8:30pm, with free 24/7 text crisis support via SHOUT.
- LGBTQIA+ Inclusive RHSE Training Paid training service delivered to teachers, school staff, healthcare professionals, public bodies, and private companies to enable LGBTQIA+ inclusive Relationships, Health and Sex Education and workplace practice.
- Community Groups Local in-person community groups providing peer support and connection for families of trans young people.
- Parents Forum Online forum enabling parents and caregivers of trans young people to connect, share experiences, and provide mutual support.
- Youth Forum Online community forum where trans, non-binary, and gender-diverse young people can connect with peers, share experiences, and access peer support.
- MANGO Resource and community program for trans, non-binary, and gender-diverse young people, part of Mermaids' youth-focused offerings.
- Pride Collection Shop Online merchandise store operated at mermaidsstore.com selling Pride Collection items, with 100% of profits funding Mermaids' work supporting trans young people and their families.
Companies that use Mermaids UK
Customer profileSegments4 records
Ideal customer profiles2 records
Mermaids UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Mermaids UK partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SHOUT (Crisis Text Line)coreMermaids partners with SHOUT to provide free 24/7 text-based crisis support across the UK. Users can text SHOUT to 85258 to connect with trained volunteers who have support from experienced clinical supervisors. This partnership extends Mermaids' crisis intervention capabilities beyond their regular operating hours.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Mermaids UK competitors and assessment
Company assessmentBroad incumbents
- LGBT Foundation: UK-wide LGBTQ+ charity providing helpline, wellbeing, advocacy, and community services with a national footprint. Comparable as a broader LGBTQ+ support service organisation that overlaps with Mermaids on helpline-style support and community programmes.
- The Trevor Project: Largest US charity focused on crisis intervention and suicide prevention for LGBTQ+ young people, with 24/7 phone, text and chat crisis services plus research, education and advocacy. Strong international comparable in mission, multi-channel crisis delivery, and youth-services scale.
- Samaritans: UK charity providing 24/7 emotional support by phone, email, letter and self-help, with national reach and volunteer-driven operations. Comparable as a UK crisis listening service and partner/parallel to SHOUT-style crisis infrastructure that Mermaids leverages.
- Stonewall UK: Largest UK LGBTQ+ rights charity, campaigning on policy, workplace inclusion (Diversity Champions), and youth programmes. Comparable as a UK LGBTQ+ support and advocacy incumbent operating professional training, schools programmes, and youth services at much greater scale than Mermaids.
- Childline (NSPCC): UK free, private helpline for children and young people, providing phone, online chat and email support. Comparable as a UK-wide multi-channel children's support service that Mermaids' helpline operationally mirrors and routes users into via SHOUT.
Direct peers
- MindOut: UK LGBTQ+ mental health charity offering peer support, advocacy, information and training, with a strong focus on suicide prevention and wellbeing. Closely comparable in mental-health, peer-support and training service design for LGBTQ+ beneficiaries.
- AKT (Albert Kennedy Trust): UK charity supporting LGBTQ+ young people (16-25) experiencing homelessness or hostile home environments, providing housing, mentoring and advocacy. Comparable as a UK LGBTQ+ youth-focused service charity with similar beneficiary age range and crisis support orientation.
- Switchboard LGBT+: UK LGBTQ+ helpline providing information, support and referral via phone, email and chat. Directly comparable as a multi-channel listening service for LGBTQ+ people, historically a parallel peer to Mermaids' support line.
- Gendered Intelligence: UK charity specifically supporting trans, non-binary and gender-diverse young people and their families, offering youth programmes, training, and resources. Direct comparable in mission, beneficiary profile, and service mix (support, education, training).
- TransActual UK: UK trans-led advocacy and support organisation providing resources, community support and policy advocacy. Comparable in mission and beneficiary focus, particularly around navigating healthcare and family support for trans people including younger adults.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Customer concentration
Mermaids UK social profiles
Digital presenceMermaids UK compliance and trust
Trust signalCompliance2 records
Mermaids UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mermaids UK leadership team
Management profileNumber of profiles
Profiles1 record
Mermaids UK funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mermaids UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mermaids UK
What does Mermaids UK do?
Mermaids UK is a registered charity (Number 1160575) that provides direct support to trans, non-binary, and gender-diverse children, young people, and their families through a multi-channel support line (telephone, web chat, and text-based crisis support via SHOUT), community groups, online forums, and educational resources. It also delivers LGBTQIA+ inclusive Relationships, Health and Sex Education (RHSE) training for teachers and professionals, and operates a Pride Collection merchandise store whose profits fund the charity's work.
Is Mermaids UK a public or private company?
Mermaids UK is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Mermaids UK founded?
Mermaids UK was founded in 1995. It employs 1 to 10 people.
Where is Mermaids UK based?
Mermaids UK is headquartered in Yeadon, United Kingdom, in the Europe region.
How does Mermaids UK make money?
Three revenue lines are on record. Donations and Fundraising is the primary driver. The others are merchandise Sales and training Services.
Who are Mermaids UK's main competitors?
Broad incumbents on record are LGBT Foundation, The Trevor Project, Samaritans, Stonewall UK and Childline (NSPCC). Direct peers are MindOut, AKT (Albert Kennedy Trust), Switchboard LGBT+, Gendered Intelligence and TransActual UK.
Does Mermaids UK have an API?
No public API is recorded for Mermaids UK.
What industry is Mermaids UK in?
Mermaids UK's product category is Charitable Youth Support Services. Its primary akta.pro industry code is BPAGAFAE, LGBTQ+ Rights & Advocacy Organizations, with a secondary code of BPAGADAH, Special Education, Disability Support & Inclusive Education Nonprofits. Its NAICS code is 624190.