Rethink Mental Illness

What Rethink Mental Illness does

Rethink Mental Illness is a registered charity in England (charity number 271028) and company limited by guarantee (number 1227970), headquartered in London at 28 Albert Embankment, SE1 7GR. Founded in 1972, the organization is one of England's largest charities serving people severely affected by mental illness, with 1,001-5,000 employees and active recruitment of 1,500+ mental health professionals. Its service portfolio comprises over 100 direct services across England spanning housing, employment, peer support, crisis intervention, suicide prevention, and mental health navigation, alongside 100+ peer support groups and a national advice and information service accredited by the Patient Information Forum (PIF). The charity is authorized and regulated by the Financial Conduct Authority (Firm Registration Number 624502) and is governed by a Board of Trustees with Audit and Assurance Committee oversight of Patient Safety Incident Response.

Rethink's revenue model blends four streams: (1) commissioned service delivery from NHS trusts and local authorities, (2) donations, legacies, and philanthropy, (3) annual membership subscriptions at £36/yr (£10 for unwaged), and (4) fundraising events and merchandise. The charity's go-to-market is community-led, combining direct service provision, lived experience advisory boards, peer-led campaigner recruitment, and policy influencing. Campaigning efforts — including Better Care = Safer Care, Stop Benefit Deaths, Cut Mental Health Waiting Times, and the coalition Head On Campaign with 20+ UK mental health charities — have produced concrete outcomes such as Seni's Law and reforms to supported housing and benefits policy.

The organization has no proprietary technology platform; service delivery is human-led and primarily co-produced with beneficiaries through Lived Experience and Carers Advisory Boards. Distribution is single-country (England), delivered via commissioned contracts, peer support networks, the rethink.org website, and a national helpline (116 123). The charity has committed to net zero by 2040 for Scope 1 emissions and 2045 for Scope 3, with FY 2024-25 carbon footprint of 2,628.2 tCO2e.

Name

Rethink Mental Illness

Legal name

Rethink Mental Illness

Website

https://rethink.org

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Rethink Mental Illness is a 50-year-old England-wide charity delivering 100+ direct mental health services, 100+ peer support groups, and a national advice service to people severely affected by mental illness, funded by NHS commissioning, donations, and memberships.

Ownership category

akta.pro rank

Product category

Mental Health Charity Services

NAICS

Other Individual and Family Services (624190), Individual and Family Services (6241)

SIC

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

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGACAD)

akta.pro secondary industry

Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Mental health charity
• Mental illness support
• Peer support groups
• Mental health advocacy
• Mental health services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and charitable giving: Individual donors contribute one-time and recurring donations. The charity also receives legacy gifts (bequests in wills) and philanthropy from major donors. The fundraising regulator and associated schemes support donor confidence.
2. Membership subscriptions: Annual membership program costing £36 per year (reduced to £10 for unwaged individuals). Members receive the member magazine, exclusive webinars, and access to Members' Day events.
3. Commissioned service delivery: Services including mental health service provision, workplace mental health and training, suicide loss and prevention, employment support, and mental health navigation are commissioned by NHS trusts and local authorities across England.
4. Fundraising events and shop: Income generated through fundraising events (running, cycling, trekking, virtual events), the Rethink Mental Illness shop, and corporate partnerships.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Rethink Mental Illness is a registered charity providing mental health services, expert advice and information, peer support, and policy campaigning across England. It operates 100+ direct services covering housing, employment, crisis support, and suicide prevention, alongside 100+ peer support groups, an accredited national advice service, and sustained policy campaigns for Mental Health Act reform and welfare system change.

Product overview

Rethink Mental Illness is a charity providing a comprehensive suite of mental health services across England. The organization operates a multi-service model comprising advice and information services, over 100 direct mental health services including housing and employment support, and over 100 peer support groups. The charity also delivers workplace mental health training, suicide prevention services, and specialized initiatives like Mental Health Navigation and Somerset Open Mental Health. Campaigning work includes the Better Care = Safer Care campaign, the Head On coalition campaign with 20+ UK mental health charities, and the Stop Benefit Deaths campaign. Additional offerings include membership programmes, an online shop, and the Mental Health and Money Advice joint initiative.

Differentiator

Problem solved

Functional benefit

Brands

• Mental Health Navigation: A service provided by Rethink Mental Illness for mental health support and guidance.
• Somerset Open Mental Health
• Rethink Trust Corporation

Products and services

• Advice and Information Service Expert advice and information service providing guidance on mental health conditions, treatments, rights, and support options for people living with mental illness and their carers. Accredited by the Patient Information Forum (PIF).
• Mental Health Services Over 100 life-changing services across England providing housing, employment support, peer support, and crisis intervention, shaped by real experiences of those affected by mental illness. Primarily commissioned by NHS trusts and local authorities.
• Peer Support Groups Over 100 peer support groups providing mutual support and connection for people living with mental illness and their carers across communities in England.
• Workplace Mental Health and Training Training and consultancy services helping employers create mentally healthy workplaces and support employee mental wellbeing. Commissioned by NHS trusts, local authorities, and corporate buyers.
• Suicide Loss and Prevention Specialized support services for those affected by suicide loss and suicide prevention initiatives across England.
• Mental Health Navigation Guidance service helping individuals navigate the mental health system and access appropriate care and support.
• Somerset Open Mental Health Collaborative mental health initiative in Somerset focused on community-based support and transformation.
• Membership Programme Annual membership programme offering member magazine, exclusive webinars, and access to Members' Day events. Standard subscription £36 per year, reduced to £10 for unwaged individuals.

Quantifiable outcome

• 100% of surveyed users recommend The Sanctuary Community Mental Health Hub Walsall service

Named customers1 record

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• The Head On Campaign coalitionflagshipStrategic or Co-development Partner · 14 February 2026Rethink Mental Illness is part of the Head On Campaign coalition of over 20 leading UK mental health charities united by the shared belief that the current mental health system is not good enough and can be fixed. The coalition launched in April 2026 following a poll finding Britons are united on mental health but politics lags behind. This represents the charity's most prominent current coalition-level partnership for systemic reform.
• Mental Health UKcoreStrategic or Co-development PartnerMental Health UK is listed as a partner organization in the footer of the Rethink Mental Illness website, indicating an ongoing collaborative relationship in the UK mental health sector.
• Mental Health and Money AdvicecoreStrategic or Co-development PartnerMental Health and Money Advice is co-branded and featured prominently on the Rethink Mental Illness website footer as a partner initiative addressing the intersection of mental health and financial hardship.
• START Inspiring MindsminorStrategic or Co-development PartnerDennis Baldwin, a Janey Antoniou Award finalist and founder of the Reach Out; Start to End Suicide campaign, is affiliated with START Inspiring Minds in Salford. The Reach Out campaign works on suicide prevention initiatives that align with Rethink Mental Illness's suicide loss and prevention service work. While this is an individual award affiliation rather than a formal organizational partnership, it reflects alignment with Rethink's strategic priorities.
• NHS EnglandcoreImplementation/ SI/ Consulting PartnerThe NHS is recruiting approximately 49,000 adults with severe mental illness for the GlobalMinds study, the world's largest mental health research initiative. Rethink Mental Illness is mentioned in the context of this NHS-led recruitment effort. The NHS is also the primary commissioning body for many of Rethink's directly provided services across England.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mind (UK): Mind is the largest mental health charity in England and Wales, providing advice, support, and campaigning on mental health. Directly comparable to Rethink as both are England-based mental health charities with national service networks, NHS/local authority commissioning relationships, and active policy campaigns.
• Mental Health UK: Mental Health UK is a national mental health charity federation partnering with Rethink (listed as a partner organization). It provides direct mental health services, information, and campaigning across the four UK nations, overlapping Rethink's commissioning and campaigning model.
• SANE: SANE is a UK mental health charity providing helpline support, information, and research for people affected by mental illness. Directly comparable to Rethink in severe mental illness focus, charity-led service model, and information provision.
• Samaritans: Samaritans is a UK-wide mental health charity operating a 24/7 emotional support helpline (similar to Rethink's crisis support services). Comparable as a charity-led, donor-funded provider of mental health crisis and emotional support services across the UK.
• Mental Health Foundation: Mental Health Foundation is a UK charity focused on mental health research, information, and prevention. Comparable to Rethink as a UK-wide mental health nonprofit combining service delivery, public information provision, and policy campaigning, though with a broader prevention remit.
• Turning Point: Turning Point is a UK health and social care provider delivering mental health, learning disability, and substance use services. Comparable to Rethink as a commissioned mental health service provider working with NHS and local authorities across England.
• Together for Mental Wellbeing: Together is a UK mental health charity providing person-centred support including housing, recovery, and community services. Highly comparable to Rethink's housing, employment, and community support service mix, with similar NHS/local authority commissioning model.
• YoungMinds: YoungMinds is a UK charity focused on children and young people's mental health, providing advice, services, and campaigning. Comparable to Rethink in operating model (charity, NHS commissioning, campaigning) but serves a younger demographic segment.

Broad incumbents

• Mental Health America: Mental Health America is the US's largest community-based mental health nonprofit, providing screening, information, advocacy, and services. Comparable to Rethink as an established mental health nonprofit with broad service, information, and campaigning mandate, though operating in the US market.

Regional players

• Centre for Mental Health: Centre for Mental Health is a UK mental health research and policy charity focused on mental health inequality and reform. Comparable to Rethink's policy and campaigning function but operates primarily as a research/policy think tank rather than a direct service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@rethink
• Facebookfacebook.com/RethinkCharity
• LinkedInlinkedin.com/company/rethink-mental-illness
• Instagraminstagram.com/rethinkmentalillness
• Xx.com/Rethink_

Revenue estimate

Valuation estimate

Number of profiles

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 Rethink Mental Illness