NOW Group

What NOW Group does

NOW Group is a registered charity and social enterprise operating across the island of Ireland from its headquarters in Belfast, with regional offices in Dublin, Derry/Londonderry, Omagh and Enniskillen. The organization provides free training, employment support, and social programmes for people who are neurodivergent, autistic, or have a learning difficulty, structured around three integrated service lines: participant services (employment support, transition programmes, NOW Connects pre-employment training, Training Academies such as Loaf Academy, Retail Academy and Barista courses, plus the Family Service Programme), social enterprises (Loaf Catering with five cafés and outside catering across Belfast and Dublin; Loaf Pottery in Crawfordsburn), and impact/research services (Gauge Impact providing Social Return on Investment measurement). The flagship product is JAM Card, a registered trademark available as a physical card, digital app (iOS/Android), and lanyard that allows people with communication barriers to discreetly signal they need 'Just A Minute' of patience, with a companion JAM Card for Business training programme enabling organizations to achieve JAM Card Friendly certification.

Revenue is generated through a hybrid model combining grant and public-sector funding (PEACEPLUS via SEUPB, European Social Fund, Department for the Economy, Department for Communities, Big Lottery Fund, healthcare trusts), fee-for-service business revenue (corporate catering, JAM Card Business training, Gauge Impact measurement services), event ticket sales (Fandom Con at £5 per attendee), and donations. Participant-facing services are provided free of charge. The organization reports an 89% employment retention rate, 23x social return on investment, and over 82,000 JAM Card training completions to date. The organization was founded in 1982 as NOW Project Ltd and trades under two legal entities: NOW Project Ltd (Northern Ireland, Charity Number NIC100093) and NOW Training and Employment Enterprise CLG (Republic of Ireland, Charity Number 20204791), both governed as companies limited by guarantee with John Gordon as Chair of both boards since 2020.

Name

NOW Group

Legal name

NOW Project Ltd / NOW Training and Employment Enterprise CLG

Website

https://nowgroup.org

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

NOW Group is an island-of-Ireland charity and social enterprise providing free employment, training and social programmes for neurodivergent, autistic and learning-disabled people, operating Loaf Catering cafés, the JAM Card accessibility app, and the €7M PEACEPLUS-funded Skills Connect programme.

Ownership category

akta.pro rank

Product category

Disability Employment & Training Social Enterprise

NAICS

Civic and Social Organizations (813410), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Civic and Social Organizations (8134), Voluntary Health Organizations (813212), Human Rights Organizations (813311)

SIC

Services-Social Services (8300), Services-Employment Agencies (7361), Retail-Eating Places (5812), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Disability Services & Independent Living Support (BPAGACAG)

akta.pro secondary industries

Disability Services & Independent Living Support (BPAGAEAG), Special Education, Disability Support & Inclusive Education Nonprofits (BPAGADAH), Rare Disease & Special Needs Support Organizations (BPAGACAM), Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ)

Keywords

• Supported employment services
• Neurodiversity training programmes
• Disability awareness training
• Social enterprise catering
• Social impact measurement

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Social Enterprise Operations: Loaf Catering provides outside catering and operates cafes in Belfast and Dublin, generating revenue while providing employment opportunities for neurodivergent participants.
2. Loaf Pottery: Corporate gifting and pottery workshops for businesses, promoting social value through creative enterprise.
3. Business Training Services: Fee-for-service disability awareness training and JAM Card Friendly certification for businesses seeking to improve inclusion.
4. Government and EU Funding: PEACEPLUS programme funding for Skills Connect; European Social Fund; Department for the Economy; Department for Communities; Big Lottery Fund; healthcare trust partnerships.
5. Sponsorships and Donations: Corporate sponsorships such as Everway's sponsorship of Fandom Junior; individual donations accepted through website.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

NOW Group is a charity and social enterprise delivering free supported-employment, accredited training, family, and social-connection services to neurodivergent people, autistic individuals, and those with learning difficulties across Ireland and Northern Ireland. Its commercial arms — Loaf Catering cafés and outside catering, Loaf Pottery corporate gifting, JAM Card and JAM Card for Business training, Fandom Con ticketed events, and Gauge Impact social-value measurement — fund the mission.

Product overview

NOW Group is a social enterprise offering a portfolio of interconnected services for neurodivergent individuals, autistic people, and those with learning difficulties. The core offering includes employment support, training academies, and social groups, supplemented by social enterprises Loaf Catering and Loaf Pottery that provide real-world work placements. JAM Card is the flagship product for communication accessibility, available as a physical card, digital app, and lanyard with a companion business training programme. Fandom provides social connection through gaming and pop culture communities, culminating in the annual Fandom Con event. Gauge Impact offers social impact measurement services. The Skills Connect Programme is a major €7M initiative expanding services across Ireland.

Differentiator

Problem solved

Functional benefit

Brands

• Loaf Catering: Award-winning social enterprise providing outside catering and operating cafes across Belfast and Dublin cities, including the Bobbin Cafe at Belfast City Hall and Loaf Cafe at the Ewart Building.
• Loaf Pottery
• Gauge Impact
• JAM Card
• Fandom

Products and services

• JAM Card Registered trademark communication tool — physical card, lanyard, and mobile app — that lets people with learning difficulties, autism, or communication barriers discreetly signal they need 'Just A Minute' of patience when accessing shops, transport, banks, and public services.
• JAM Card for Business Disability awareness training delivered by e-Learning or in-person to help businesses become more inclusive; requires 70% employee completion to achieve JAM Card Friendly certification with bolt-ons for JAM Card Friendly Plus+.
• Loaf Catering Social-enterprise outside catering service for corporate events, meetings and private parties across Greater Dublin and Belfast, with menus including sandwiches, salads, award-winning sausage rolls, hot dishes, and sweet treats using local suppliers.
• Loaf Café Social-enterprise cafés including Bobbin Café at Belfast City Hall, Loaf Café on Grosvenor Road Belfast, Loaf Café at the Ewart Building Belfast, and Loaf Café Kilmainham Square Dublin.
• Loaf Pottery Pottery studio offering colourful mugs for corporate gifting and team painting pottery workshop sessions for businesses, promoting social value through creative enterprise.
• Fandom Social forum for young adults with autism and neurodiverse conditions providing safe spaces to connect over shared interests in gaming, comics and movies, with adult groups plus Fandom Juniors and 90+ members.
• Fandom Con Ticketed annual gaming and cosplay convention at ICC Belfast featuring gaming stations, VR headsets, board games, Dungeons & Dragons, sensory areas, local vendors, cosplay, and entertainment; £5 tickets.
• Employment Service Supported employment service helping people with learning difficulties and autism into jobs, with dedicated employment officers working with employers and participants to ensure successful job placement and 89% retention.
• Transition Service Service supporting people with learning difficulties and autism transitioning from full-time education into further education or employment, including Transition 1 (school programmes) and Transition 2 (18-30 year olds).
• NOW Connects Structured pre-employment initiative for neurodivergent individuals aged 18+ developing confidence, independence, and health awareness through training in basic literacy, numeracy, ICT skills, soft skills, money management, time awareness and independent travel.
• Family Service Programme Big Lottery Funded project supporting new and expectant parents who have a learning disability, learning difficulty or Autism Spectrum Condition with children under five in the Greater Belfast area, providing tailored one-to-one support and parental development.
• Skills Connect Programme €7M PEACEPLUS-funded Skills Connect programme delivering custom training academies for 2,000 economically inactive people with disabilities over four years across Counties Antrim, Down, Armagh, Cavan, Louth, and Monaghan, targeting Green Economy, Health & Social Care, and Tourism & Hospitality sectors.
• Training Academies Accredited training programmes offering courses with work placements across Loaf Academy (catering), Retail Academy, Customer Service Level 2, Barista Level 1, Food Preparation Academy, and Cleaning Academy.
• Gauge Impact Social-enterprise research, evaluation, and Social Return on Investment measurement service for private, public, and third-sector clients, supported by a communications and design team for impact reporting.

Quantifiable outcome

• 23x social return on investment for every £1 or €1 invested
• +5 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core, major and minor.

• EverwaycoreStrategic or Co-development Partner · 15 December 2025Three-year partnership where Everway (formerly Texthelp and n2y), a global accessible technology company, sponsors Fandom Junior programme for neurodivergent youth. Includes providing tailored eLearning training for Everway employees to support individuals with disabilities. Partnership aims to promote neuroinclusion globally and create inclusive environments.
• MetacoreStrategic or Co-development Partner · 27 November 2025Meta and Deloitte Ireland hosted 'Llama for Good' hackathon at Meta's Dublin HQ. Sixteen engineers worked with NGOs including NOW Group to develop AI prototypes using Meta's open-source Llama model. Solutions included linked data systems for neurodiverse support services.
• Deloitte IrelandcoreStrategic or Co-development Partner · 27 November 2025Led 'Llama for Good' hackathon with Meta, bringing together three Irish NGOs (Open Doors Initiative, Citywise Education, NOW Group) to develop AI prototypes for social good. NOW Group developed linked data systems for neurodiverse support services.
• The Cedar FoundationcoreStrategic or Co-development PartnerSkills Connect programme partner providing training academies for 2,000 people with disabilities. Partnership part of PEACEPLUS programme managed by SEUPB.
• Open College Network NIcoreStrategic or Co-development PartnerSkills Connect programme partner providing accredited qualifications as part of the €7M programme for adults with disabilities.
• Ulster UniversitycoreStrategic or Co-development PartnerSkills Connect programme partner contributing academic expertise to the €7M PEACEPLUS-funded training programme for people with disabilities.
• Dundalk Institute of TechnologycoreStrategic or Co-development PartnerSkills Connect programme partner providing educational support for the €7M PEACEPLUS-funded initiative across Ireland and Northern Ireland.
• Woodvale ConstructionmajorGTM or Marketing PartnerSocial value partnership winner of CEF Social Value Project of the Year 2025. NOW Group provided step-by-step support for social value success.
• SiskmajorGTM or Marketing PartnerBuy Social Corporate Challenge signatory using Loaf Catering to achieve social value goals. Awarded NOW Group Social Value Partner of the Year Dublin.
• DeloittemajorStrategic or Co-development PartnerStrategic partnership including Loaf Catering as client, video collaboration showcasing impact, and hackathon co-hosting. Awarded NOW Group Social Value Partner of the Year Belfast.
• TranslinkmajorGTM or Marketing PartnerPartnership crucial to Translink's social value and ESG goals, supporting diversity and inclusion in workforce. Mark Osmer serves on NOW Group board as Procurement Business Partner at Translink.
• Open Doors InitiativeminorStrategic or Co-development PartnerIrish NGO participant in 'Llama for Good' hackathon with Meta and Deloitte Ireland, developing AI prototypes for social good.
• Citywise EducationminorStrategic or Co-development PartnerIrish NGO participant in 'Llama for Good' hackathon developing automated mentor-mentee matching solutions using Meta's Llama model.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• The Cedar Foundation: Northern Ireland-based disability charity providing employment, training, and independent living support. Directly comparable as both a peer and current Skills Connect programme partner of NOW Group, serving similar neurodivergent and disability populations with overlapping service offerings.
• Autism NI: Northern Ireland autism charity providing services and advocacy for autistic individuals and families. Comparable as a regional disability-focused charity serving overlapping populations in the same geography.
• Hidden Disabilities Sunflower: Global non-profit scheme offering the Sunflower lanyard for people with hidden disabilities to signal need for additional support. Direct competitor to JAM Card in the communication-accessibility signal category with broader global adoption.
• Change Please: UK social enterprise coffee company training and employing people affected by homelessness and disadvantage. Comparable as a social enterprise using commercial catering/café operations to fund employment outcomes for vulnerable populations, similar model to Loaf Catering.
• AsIAm: Ireland's national autism charity and advocacy organization providing services, training, and policy engagement. Comparable as a regional autism-focused organization with overlapping target populations and service categories in the Republic of Ireland market.

Broad incumbents

• Mencap: UK-wide learning disability charity supporting employment, housing, and advocacy for people with learning disabilities. Comparable as a much larger-scale peer providing supported employment and disability awareness, though operating nationally rather than regionally.
• Leonard Cheshire: Major UK disability charity supporting people with disabilities into employment and independent living. Comparable in mission and employment support services, with broader geographic reach and larger operating scale than NOW Group.
• Remploy: UK provider of employment services for people with disabilities and health conditions, with government contracts across Britain. Comparable in supported employment and disability inclusion services, though operating at substantially larger national scale.

Emerging players

• Nimbus Disability (Access Card): UK disability scheme providing the Access Card for communicating accessibility needs to venues and service providers. Comparable as a card-based disability communication tool with similar purpose to JAM Card but different market positioning.

Regional players

• Springboard Opportunities: UK charity supporting people with learning disabilities into employment through training and employer engagement. Comparable in supported employment model and target population, focused on UK regions outside of NOW Group's island-of-Ireland footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NOW_Group
• Facebookfacebook.com/nowgrouporg
• LinkedInlinkedin.com/company/now-project

Revenue estimate

Valuation estimate

Number of profiles

Profiles23 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

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 NOW Group