What Smiling Mind does

Smiling Mind is an Australian not-for-profit mental health organisation founded in 2012 and headquartered in Collingwood, Victoria. It develops and distributes evidence-based mental fitness programs built around a proprietary Mental Fitness Model comprising five core skillsets (live mindfully, embrace flexible thinking, grow connections, act purposefully, recharge your body). The organisation's product portfolio centres on a free mobile and web application (Smiling Mind App, distributed globally via Apple App Store, Google Play, and web browsers) and a subscription-based Primary School Program delivered through the Learning Hub platform, with curriculum-aligned lessons, educator training, and classroom resources mapped to the Australian Curriculum.

The company monetises through a hybrid model: free consumer app (9M+ users) drives awareness and donation funnel; tiered school subscriptions (AUD $1,490-$9,490 annually based on student enrollment, plus $449 individual educator plans) generate institutional recurring revenue; corporate workplace programs, brand partnerships, government grants, and philanthropic funding (including Future Generation Global and DECJUBA Foundation) provide diversified income. Distribution combines product-led growth (freemium app stores), direct enterprise field sales to Australian primary schools, community-led advocacy via the Smiling Mind Generation movement and ambassador network, and event-driven demand generation through workplace workshops. Primary customer segments are Australian primary schools, families and children, workplaces, and individual adults.

All content is developed and reviewed by qualified psychologists, with randomised controlled trial evidence supporting efficacy. Smiling Mind is accredited to the National Safety and Quality Digital Mental Health Standards and holds approved-supplier status with NSW Department of Education, QLD Brisbane Catholic Education, SA Department of Education, and Beyond Blue's Be You Programs Directory. Leadership transitioned from Dr. Addie Wootten to Sarah La Roche in 2024. The organisation is governed as an independent charity under the Australian Charities and Not-for-Profits Commission with no venture capital or private equity backing.

Name

Smiling Mind

Legal name

Smiling Mind

Website

https://smilingmind.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Smiling Mind is an Australian not-for-profit founded in 2012 that delivers evidence-based mental fitness programs through a free mobile app (9M+ users) and a subscription-based Primary School Program serving Australian schools, families, children, workplaces, and individual adults.

Ownership category

akta.pro rank

Product category

Digital Mental Health Software

NAICS

Educational Support Services (611710), Educational Support Services (61171)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Meditation Apps, Digital Courses & Online Communities (HSADAJAH)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Recreation Therapy, Stress Management & Mindfulness Programs (EDALAFAO)

Keywords

• Mindfulness meditation app
• School wellbeing programs
• Digital mental health
• Mental fitness platform
• Children's mental health

Headquarters

HQ city

Saint Kilda

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Donations and Philanthropic Funding: Tax-deductible donations from individuals supporting the not-for-profit mission. Smiling Mind relies on donations to keep the app free and support mental health resources in schools. Additional funding comes from government and philanthropic grants.
2. Primary School Program Subscriptions: 12-month subscription-based access to the Smiling Mind Learning Hub for primary schools. Pricing is tiered based on the number of primary students enrolled at the school, ranging from $1,490 to $9,490 including GST. Individual educator subscriptions available for $449 including GST for 12-month access.
3. Corporate Partnerships and Brand Partnerships: Partnerships with like-minded brands, trusts and foundations contribute to funding. Corporate partners can book workshops at workplaces or schools.
4. Government and Philanthropic Grants: Smiling Mind receives funding through government and philanthropic grants to support program delivery and development.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels7 records

Core offering

Smiling Mind provides a free mobile and web mental fitness app for individuals, families and children, plus a subscription-based Primary School Program (delivered via the Learning Hub platform) that gives Australian schools curriculum-aligned, evidence-informed mental fitness lessons, educator training and ready-to-use classroom resources. Complementary offerings include a Secondary School Program, a Workplace Program for employers, and structured content areas such as Better Sleep, Women's Mental Health and Navigate Distressing Events. All products are built around the proprietary five-skill Mental Fitness Model and developed by qualified psychologists.

Product overview

Smiling Mind operates as a not-for-profit mental health organization offering a portfolio of interconnected digital products and programs. The core offerings include the free Smiling Mind App (providing mental fitness activities for all ages) and the subscription-based Primary School Program delivered through the Learning Hub platform for educators. Additional programs target specific needs including Workplace Wellness, Women's Mental Health, Better Sleep, Families, and Secondary Schools. The Smiling Mind Generation serves as a social movement and resource hub, while advocacy initiatives like Our Kids Count and Generation GOAT drive broader systemic change. All offerings are evidence-based and designed for mental fitness skill-building rather than clinical treatment.

Differentiator

Problem solved

Functional benefit

Brands

• Smiling Mind App: Free mobile application providing evidence-based mental fitness activities, meditations, and guided exercises for adults and children.
• Smiling Mind Primary School Program
• Learning Hub
• Smiling Mind Generation

Products and services

• Smiling Mind App A free mobile (iOS and Android) and web application providing evidence-based mental fitness activities, meditations, psychoeducation and guided exercises for adults, families and children. Supports personalised daily practice across five mental fitness areas and is freely accessible to all service users globally.
• Smiling Mind Primary School Program A 12-month subscription-based train-the-teacher program for Australian primary schools, delivering evidence-informed, curriculum-aligned mental fitness lessons, classroom resources, and educator training. Pricing is tiered by student enrolment (A$1,490 to A$9,490 incl. GST), with individual educator subscriptions available for A$449 incl. GST. Funded places are available through government or philanthropic channels.
• Learning Hub Digital platform for educators to access the Primary School Program, providing online training materials, lesson plans, teaching resources and support materials. Accessed via 12-month school or individual subscription as part of the Primary School Program.
• Smiling Mind Workplace Program Corporate wellness program offering modules, resources and workshops to help Australian organisations proactively support employee mental health and wellbeing, address burnout, and improve workplace culture. Pricing is negotiated per organisation.
• Smiling Mind Secondary School Program (Feeling It) Mental fitness resources and program materials designed for secondary school students, complementing Smiling Mind's primary school offerings and supporting adolescent wellbeing.

Quantifiable outcome

• 75% of students report improved wellbeing through Smiling Mind Primary School Program
• +8 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• DECJUBA FoundationcoreStrategic or Co-development Partner · 1 October 2023DECJUBA Foundation partnered with Smiling Mind to bring awareness to children's mental health and wellbeing through the Smiling Mind Generation, with ambassador Cass Furst as a representative.
• DECJUBA FoundationcoreStrategic or Co-development PartnerDECJUBA Foundation partnered with Smiling Mind and DECJUBA Foundation to support ambassadors of the Smiling Mind Generation, a social movement attempting to ensure all Australian children are mentally fit.
• Corporate Partners and Like-Minded OrganisationssupportingGTM or Marketing PartnerSmiling Mind partners with like-minded brands, trusts, and foundations that are passionate about taking a proactive approach to building mental health and wellbeing within communities and schools. Partners include some of Australia's leading bodies.
• Australian Government Education DepartmentscoreStrategic or Co-development PartnerSmiling Mind Primary School Program appears on several education wellbeing directories following rigorous approval processes including NSW Department of Education, QLD Brisbane Catholic Education, SA Department of Education, and Beyond Blue Be You Programs Directory.

Scale indicators11 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Headspace (Headspace Inc.): Headspace is a global meditation and mindfulness app with guided content for adults and kids. It is the most direct competitor to Smiling Mind's freemium consumer app, with overlapping content libraries and target users seeking daily mindfulness practice.
• Calm: Calm is one of the largest meditation and sleep apps globally, offering guided meditations, sleep stories and mental fitness content. It directly competes with Smiling Mind's app for consumer mindshare and shares the focus on accessible daily mental wellbeing practice.
• Insight Timer: Insight Timer is a large free meditation app with a global community of teachers and users. It overlaps directly with Smiling Mind's free app positioning and is comparable on freemium access to guided meditations and mindfulness content.
• Wysa: Wysa is an AI-driven mental health app providing emotional wellbeing support for adults and young people, including programs for students. It overlaps with Smiling Mind's app and school-adjacent offerings and targets similar family and youth audiences.
• The Resilience Project: The Resilience Project is an Australian mental health and wellbeing organization delivering school-based programs focused on gratitude, empathy and mindfulness. It directly competes with Smiling Mind's Primary School Program for Australian school budgets.
• ReachOut Australia: ReachOut is an Australian digital mental health service for young people offering online resources, forums and school-facing tools. It overlaps with Smiling Mind's youth and school wellbeing programs and shares the mission-driven non-profit positioning.
• Mindful Schools: Mindful Schools is a US-based non-profit providing mindfulness curricula, educator training and online resources for K-12 schools. It is comparable to Smiling Mind's train-the-teacher school program model and similar focus on embedding mental fitness in classrooms.

Regional players

• Headspace Australia (youth MH org): Headspace Australia is a youth mental health non-profit operating physical and digital services across Australia. It serves a similar population but focuses on clinical/therapeutic support rather than school curriculum-aligned prevention programs.
• Black Dog Institute: Black Dog Institute is an Australian medical research institute focused on mental health, producing evidence-based digital tools and school resources. It is comparable as an Australian evidence-based mental health provider but is research-led rather than a direct school program competitor.

Emerging players

• Stop, Breathe & Think: Stop, Breathe & Think is a mindfulness and emotional health app with content for kids, teens and adults, including school and family partnerships. It overlaps with Smiling Mind's free app and child/youth segment offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/smiling_mind
• YouTubeyoutube.com/c/SmilingMind
• Facebookfacebook.com/smilingmind.com.au
• LinkedInlinkedin.com/company/smiling-mind
• Instagraminstagram.com/smilingmind

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Smiling Mind