Internet Matters
Internet Matters is a UK not-for-profit founded in 2014 that provides free, expert-backed online safety resources, personalized advice, and educational tools to help parents, carers, and teachers protect children in digital environments, funded by donations and corporate partnerships.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Internet Matters does
Internet Matters is a UK-based independent not-for-profit organization founded in 2014, headquartered in London, and led by CEO Carolyn Bunting. Its mission is to help parents, carers, teachers, and professionals keep children safe online through free, expert-backed information, advice, and educational resources. The organization targets a broad beneficiary base spanning the general UK parenting population as well as underserved groups including neurodivergent, LGBTQ+, and care-experienced children, with content delivered in up to 13 languages.
Its core product is a content and advisory platform organized around My Family's Digital Toolkit, a personalized advice engine used by approximately 700,000 parents that tailors guidance to a child's age and online activity profile. Supplementary products include the Digital Matters learning platform (ages 9-11), the ABC Online Safety Checklist framework, the AI Conversation Guide for Families, the Find the Fake Quiz, the Online Together Project, the Digital Passport (developed with UKCIS for care-experienced children), the Fostering Digital Skills course, and an annual 10-Year Impact Report and Children's Wellbeing in a Digital World Index. Technical architecture is primarily a website-based publication layer with interactive Q&A-driven personalization, downloadable PDFs, teacher-facing lesson plans, and embedded expert video via the JAAQ partnership.
The business model is donation- and sponsorship-funded. End-user services are free of charge, with revenue drawn from individual donations and corporate partnerships with major technology and telecommunications companies including Electronic Arts, TikTok, Tesco Mobile, Virgin Media O2, and Roblox, alongside distribution partnerships with UK broadband and mobile network providers (BT, Sky, TalkTalk, EE, Three, Vodafone, O2) and SWGfL for physical resources. Operations are run with a lean team of 1-10 employees, relying on partner amplification and content-led community engagement rather than direct sales or paid product tiers.
Internet Matters firmographics
Firmographics- Name
- Internet Matters
- Legal name
- Internet Matters
- Website
- https://internetmatters.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Internet Matters is a UK not-for-profit founded in 2014 that provides free, expert-backed online safety resources, personalized advice, and educational tools to help parents, carers, and teachers protect children in digital environments, funded by donations and corporate partnerships.
- Ownership category
- akta.pro rank
Internet Matters industry classification
Industry- Product category
- Online Safety Advisory Services
- NAICS
- Web Search Portals and All Other Information Services (519290), Web Search Portals, Libraries, Archives, and Other Information Services (5192)
- akta.pro primary industry
- Parental Controls, Content Filtering & Family Digital Safety for Smart Homes (HSAHAJAG)
- akta.pro secondary industries
- Student Online Safety Monitoring & Self-Harm/Risk Detection (EDAFALAF), Cyberbullying Prevention, Reporting & Case Management (EDAFALAG), Web Content Filtering & Safe Search Controls (EDAFALAK), Content Moderation, Safe Messaging & Classroom Communication Safety (EDAFALAE)
Keywords
Where Internet Matters is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Internet Matters business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations from individuals: Individual donations from parents and supporters who want to contribute to keeping children safe online. One-off and monthly donation options available on the website.
- Corporate partnerships and sponsorship: Partnerships with technology companies (Roblox, TikTok, Electronic Arts, Tesco Mobile, Virgin Media O2) and broadband providers to develop resources, research, and educational materials. These are likely strategic partnerships rather than direct revenue.
- Corporate donations: Corporate organizations can donate or partner with Internet Matters to support the organization's mission of protecting children online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free access to all resources |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Internet Matters product offering
Product offeringCore offering
Internet Matters is a UK not-for-profit organisation that provides free online safety information, personalised advice, tools and educational resources to help parents, carers, teachers and professionals keep children safe in the digital world. Its core offerings include a personalised Digital Family Toolkit, age-specific guidance from early years through teens, interactive learning platforms for children, downloadable checklists and templates, and ongoing research into children's digital wellbeing.
Product overview
Internet Matters operates as a content and advisory platform, not a software product. Its core offering consists of free informational resources organized around a unified advice framework. The primary consumer-facing tools include My Family's Digital Toolkit (personalised advice engine), Digital Matters (school learning platform), and the ABC Online Safety Checklist framework. These are supported by supplementary resources including the Little Digital Helps Toolkit, The Online Together Project, Find the Fake Quiz, Digital Family Agreement Template, and the Fostering Digital Skills course. The organization also produces ongoing research publications including the Children's Wellbeing in a Digital World Index and AI-focused guides. All offerings are free advisory resources rather than licensed software or SaaS products.
Differentiator
Problem solved
Functional benefit
Products and services
- My Family's Digital Toolkit
Quantifiable outcome
- 9 in 10 parents who visit the website take positive action to keep their children safe online
- +1 more outcomes
Companies that use Internet Matters
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Internet Matters technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Internet Matters partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Electronic ArtscoreCollaboration to create the 'My First Console Guide' helping parents make the most of their child's first gaming console experience. Joint development of parental guidance resources for gaming platforms.
- TikTokcorePartnership for the 'Unfiltered research report' exploring how young people and parents view authenticity, belonging, and connection online. Collaborative effort to better understand and support positive online experiences.
- Tesco MobilecoreCo-branded Digital Matters classroom resource supporting media literacy education in schools. Partnership to develop and promote free educational materials.
- Virgin Media O2core'Find the right words' multi-channel online safety campaign helping parents and guardians talk to kids about staying safe online. Joint marketing initiative to raise awareness.
- RobloxcoreSupported research exploring neurodivergent young people's experiences with online gaming, including both opportunities and challenges. Partnership to develop resources helping support neurodivergent children in online gaming environments.
- JAAQcoreExpert video advice partnership providing clear, practical advice from leading experts in video form. Interactive platform where parents can select questions and instantly watch expert answers on online safety topics.
- SWGfLminorDistribution partnership for free online safety leaflets. SWGfL stores and distributes Internet Matters physical educational materials to parents and schools.
- Broadband and Mobile Network ProvidersminorPartnerships with BT, Sky, Virgin Media, TalkTalk, O2, EE, Three, Vodafone, and other UK providers to provide parental control guidance integrated with their services. Resources for setting up parental controls on home broadband and mobile networks.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Internet Matters competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Internet Matters social profiles
Digital presenceInternet Matters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Internet Matters leadership team
Management profileNumber of profiles
Profiles1 record
Internet Matters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Internet Matters 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 Internet Matters
What does Internet Matters do?
Internet Matters is a UK not-for-profit organisation that provides free online safety information, personalised advice, tools and educational resources to help parents, carers, teachers and professionals keep children safe in the digital world. Its core offerings include a personalised Digital Family Toolkit, age-specific guidance from early years through teens, interactive learning platforms for children, downloadable checklists and templates, and ongoing research into children's digital wellbeing.
Is Internet Matters a public or private company?
Internet Matters is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Internet Matters founded?
Internet Matters was founded in 2014. It employs 1 to 10 people.
Where is Internet Matters based?
Internet Matters is headquartered in London, United Kingdom, in the Europe region.
How does Internet Matters make money?
Three revenue lines are on record. Donations from individuals are the primary driver. The others are corporate partnerships and sponsorship and corporate donations.
Does Internet Matters have an API?
No public API is recorded for Internet Matters.
What industry is Internet Matters in?
Internet Matters's product category is Online Safety Advisory Services. Its primary akta.pro industry code is HSAHAJAG, Parental Controls, Content Filtering & Family Digital Safety for Smart Homes, with a secondary code of EDAFALAF, Student Online Safety Monitoring & Self-Harm/Risk Detection. Its NAICS code is 519290.