Rethink Mental Illness
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.
- Company typePrivate
- Founded1972
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
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.
Rethink Mental Illness firmographics
Firmographics- 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
Rethink Mental Illness industry classification
Industry- 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
Where Rethink Mental Illness is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rethink Mental Illness business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- 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.
- 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.
- 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.
- Fundraising events and shop: Income generated through fundraising events (running, cycling, trekking, virtual events), the Rethink Mental Illness shop, and corporate partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard annual membership for supporters of the charity |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Rethink Mental Illness product offering
Product offeringCore 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
Companies that use Rethink Mental Illness
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles4 records
Rethink Mental Illness technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rethink Mental Illness partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- The Head On Campaign coalitionflagshipRethink 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 UKcoreMental 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 AdvicecoreMental 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 MindsminorDennis 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 EnglandcoreThe 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
Rethink Mental Illness competitors and assessment
Company assessmentDirect 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
Rethink Mental Illness social profiles
Digital presenceRethink Mental Illness financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rethink Mental Illness leadership team
Management profileNumber of profiles
Rethink Mental Illness funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rethink Mental Illness 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 Rethink Mental Illness
What does Rethink Mental Illness do?
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.
Is Rethink Mental Illness a public or private company?
Rethink Mental Illness is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Rethink Mental Illness founded?
Rethink Mental Illness was founded in 1972. It employs 1,001 to 5,000 people.
Where is Rethink Mental Illness based?
Rethink Mental Illness is headquartered in London, United Kingdom, in the Europe region.
How does Rethink Mental Illness make money?
Four revenue lines are on record. Donations and charitable giving is the primary driver. The others are membership subscriptions, commissioned service delivery and fundraising events and shop.
Who are Rethink Mental Illness's main competitors?
Direct peers on record are Mind (UK), Mental Health UK, SANE, Samaritans, Mental Health Foundation, Turning Point, Together for Mental Wellbeing and YoungMinds. Mental Health America is listed as a broad incumbent. Centre for Mental Health is listed as a regional player.
Does Rethink Mental Illness have an API?
No public API is recorded for Rethink Mental Illness.
What industry is Rethink Mental Illness in?
Rethink Mental Illness's product category is Mental Health Charity Services. Its primary akta.pro industry code is BPAGACAD, Mental Health & Crisis Support Services, with a secondary code of BPAGAEAH, Mental Health & Crisis Support Services. Its NAICS code is 624190 and its SIC code is 8300.