What Help for Heroes does

Help for Heroes is a UK-registered charity founded in 2007 (registered in England and Wales No. 1120920 and Scotland SC044984) that delivers psychological, physical, financial, and welfare support to wounded, injured, and sick UK Armed Forces veterans, currently serving personnel, and their families. The charity states it has helped approximately 27,000 people live well after military service and operates from a Salisbury, Wiltshire headquarters with 251–500 employees. Its core digital offering is the My Recovery Portal — a secure online gateway through which beneficiaries access applications, self-help guides, and case-managed services — complemented by the Recovery College platform providing free online courses, Help for Heroes Cafes for community drop-in, adaptive Sports and Social Activities, the Hidden Wounds mental-health therapy service, welfare and family support, and the Veterans' Mobility Fund grant programme.

The organization's technology stack is built on standard non-profit tooling rather than proprietary infrastructure: the My Recovery Portal sits at the centre of beneficiary engagement, the e-commerce shop is operated by Teemill Tech Ltd as a technology partner, and Microsoft Clarity provides website behavioral analytics. A small AI layer — described as tools for data analysis and supporter communications — is deployed but no proprietary models, APIs, or research pipeline are disclosed. The charity's commercial arm, Help for Heroes Trading Limited (company No. 06363256/06380957), is wholly owned and gifts all profits to the parent charity.

Help for Heroes generates income through a diversified donation-led model: single and monthly recurring donations (Heroes Promise), legacy giving, event-driven fundraising (Heroes Hikes one-day treks, the Big Battlefield Bike Ride Normandy cycle), corporate partnerships (notably a multi-year Tesco Armed Forces Network deal), philanthropy from HNW donors, trusts and foundations, a paid membership programme, and merchandise sales via the Teemill-powered online shop. Distribution is multi-channel — Facebook, Instagram, LinkedIn, TikTok, YouTube, email, PR (e.g., The Veterans War campaign), and nationwide community events. Geographically the charity is UK-domestic, with a recent Birmingham venue expansion announced in June 2026. Key partnerships include Tesco, RAW Adventures, Discover Adventure, Fighting With Pride (LGBT+ veteran advocacy), and Monarch Mobility. The charity holds the Armed Forces Covenant, Pride in Veterans Standard, Cobseo membership, Fundraising Regulator registration, and a 2026 Bronze award for Best Established Charity Event.

Name

Help for Heroes

Legal name

Help for Heroes

Website

https://helpforheroes.org.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

251–500 employees

Short description

Help for Heroes is a UK-registered charity founded in 2007 providing psychological, physical, financial, and welfare support to wounded UK Armed Forces veterans, serving personnel, and their families, serving approximately 27,000 beneficiaries via the My Recovery Portal, Recovery College, community cafes, sports programmes, and flagship fundraising events.

Ownership category

akta.pro rank

Product category

Military Veterans Support Services

NAICS

Community Food and Housing, and Emergency and Other Relief Services (6242)

SIC

Services-Social Services (8300)

akta.pro primary industry

Disability Services & Independent Living Support (BPAGACAG)

akta.pro secondary industry

Mental Health & Crisis Support Services (BPAGACAD)

Keywords

• Veteran support services
• Mental health support
• Physical rehabilitation
• Welfare assistance
• Adaptive sports programs

Headquarters

HQ city

Salisbury

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: Primary revenue stream includes single donations, monthly recurring donations (Heroes Promise), legacy gifts, and fundraising events. Supporters can donate directly, fundraise through events, or participate in challenge events.
2. Merchandise and Online Shop: Sale of branded clothing and accessories through Teemill-powered online shop. All profits from Help for Heroes Trading Limited are gifted to the charity.
3. Corporate Partnerships: Partnerships with businesses like Tesco for fundraising campaigns, event sponsorship, and cause marketing initiatives.
4. Membership Programme: Exclusive membership programme offering benefits to supporters who join and pay membership fees.
5. Philanthropy: Major gifts from philanthropists and high-net-worth individuals who make significant contributions.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Help for Heroes is a UK charity that delivers comprehensive recovery, rehabilitation, and welfare support to wounded, injured, and sick service personnel, veterans, and their families. Core offerings include mental health therapy (Hidden Wounds), physical health services, welfare case management and grants (including the Veterans' Mobility Fund), adaptive sports and social activities, and free online learning via the Recovery College, all coordinated through the My Recovery Portal. The charity is funded primarily through donations, fundraising events, corporate partnerships, and merchandise sales via its online shop.

Product overview

Help for Heroes is a UK Armed Forces and military veterans charity providing a comprehensive portfolio of recovery services organized around physical health, mental health and wellbeing, welfare support, and social connection. The core digital offering is the My Recovery Portal, a secure online gateway for veterans to access applications, self-help resources, and case management. The charity operates community-based Help for Heroes Cafes for peer support, runs the Recovery College with free online courses and guides, and delivers Sports and Social Activities including adaptive sports suitable for all abilities. Major flagship fundraising events include Heroes Hikes (one-day UK treks across iconic locations) and the Big Battlefield Bike Ride (multi-day Normandy cycling challenge). The organization also operates an e-commerce Online Shop. Services are delivered through case managers, trained volunteers, and partner organizations, with the Veterans' Mobility Fund providing equipment grants and welfare services addressing family support and cost of living challenges.

Differentiator

Problem solved

Functional benefit

Brands

• Heroes Hikes: Charity one-day hiking challenges across the UK's best hiking spots to support Armed Forces community
• Big Battlefield Bike Ride
• Recovery College
• Band of Brothers
• Band of Sisters

Products and services

• My Recovery Portal
• Mental Health and Wellbeing Services
• Physical Health Services Physical rehabilitation and recovery support services for wounded, injured, and sick UK Armed Forces veterans.
• Welfare Services Case management and welfare guidance including family support, cost of living assistance, grants, and advocacy to help veterans navigate support systems.
• Grants Programme Financial grants provided to eligible veterans to support recovery, welfare, and quality of life, delivered through Help for Heroes' grant-making programme.
• Veterans' Mobility Fund Grant programme providing eligible veterans with life-changing equipment and mobility aids to improve their independence and quality of life.
• Sports and Social Activities Competitive and recreational adaptive sports activities for veterans of all abilities, including wheelchair basketball, swimming, rowing, cycling, and gardening, designed to support active and connected lives.
• Recovery College Free online group courses and self-help guides providing tools, tips, and strategies to help veterans improve and manage their physical and mental wellbeing.
• Help for Heroes Cafes (Community Taster Sessions) Community drop-in sessions where veterans and families can meet others in their area, chat with the support team about available services, and access information without obligation.
• Heroes Hikes One-day UK charity hiking challenges across iconic locations including Dartmoor, Jurassic Coast, London Military Landmarks, Lincolnshire Wolds, and the Three Peaks, engaging supporters and veterans in outdoor activity and community fundraising.
• Big Battlefield Bike Ride Flagship multi-day cycling challenge in Normandy commemorating D-Day, covering 250 miles over four days from Sainte-Mère-Église to Le Havre, combining physical activity, historical commemoration, and veteran fundraising.
• Help for Heroes Online Shop E-commerce platform selling Help for Heroes branded clothing and accessories, powered by Teemill, with all profits from Help for Heroes Trading Limited gifted to the charity.
• Membership Programme Exclusive membership programme for supporters, offering benefits in exchange for membership fees that help fund veteran support services.

Quantifiable outcome

• 27,000 people helped to live well after military service
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tesco Armed Forces NetworkcoreGTM or Marketing PartnerThree-year partnership between Help for Heroes and Tesco's Armed Forces Network. Tesco is the largest private sector employer of veterans in the UK. The partnership includes sponsorship of the Big Battlefield Bike Ride and Heroes Hikes events, as well as Tesco Round Up campaign at checkout. The partnership aims to strengthen Armed Forces communities through shared challenge, camaraderie, and remembrance.
• RAW AdventurescoreImplementation/ SI/ Consulting PartnerRAW Adventures provides operational support for Heroes Hikes events, managing routes, ensuring safety, and providing expert mountain leaders to guide participants through walking challenges across the UK.
• Discover AdventurecoreImplementation/ SI/ Consulting PartnerTour operator and event provider that supports logistics of the Big Battlefield Bike Ride, including transport, accommodation, meals, medical support, mechanical support, and historical insights during the cycling challenge.
• Fighting with PridecoreStrategic or Co-development PartnerPartnership with the UK's only LGBT+ veterans' charity to campaign for justice for veterans affected by the pre-2000 ban on homosexuality in the Armed Forces. Help for Heroes hosted a roundtable event bringing together MPs, Government officials, and veterans to support the campaign for financial recognition and apologies.
• Teemill Tech LtdcoreTechnology or IntegrationE-commerce service provider that operates Help for Heroes online shop, providing platform, payment processing, manufacture, fulfilment and customer service for products sold through the website.
• Monarch Mobility LtdminorGTM or Marketing PartnerE-bike manufacturer that donated an Urban XF800 Mountain E-Bike valued at £1,995 for the Big Battlefield Bike Ride prize draw.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Royal British Legion: The UK's largest Armed Forces charity, providing welfare, mental health, and community support to veterans and their families across the UK. Direct peer to Help for Heroes on mission, beneficiary base, and corporate fundraising models.
• SSAFA: Long-standing UK Armed Forces charity delivering welfare, mental health, and housing-related advice to veterans and their families. Highly comparable in terms of service breadth (physical, mental, welfare) and donor base.
• Combat Stress: UK specialist mental health charity treating trauma, PTSD and related conditions in veterans. Comparable to Help for Heroes' Hidden Wounds therapy and overall mental health pillar, particularly in funding and clinical service overlap.
• Walking with the Wounded: UK charity supporting vulnerable veterans through employment programmes, mental health support, and challenge-based fundraising events. Closely comparable event-led GTM and beneficiary segmentation strategy.
• Blind Veterans UK: UK charity providing rehabilitation, training, and lifelong support to vision-impaired ex-service men and women. Comparable as a condition-specialist support charity sharing donors, partnerships, and Armed Forces Covenant alignment.
• Blesma: UK military charity supporting limbless and disabled veterans with welfare, rehabilitation, and grants. Directly comparable to the Veterans' Mobility Fund and adaptive sports programming within Help for Heroes.
• Forces in Mind Trust: UK charity funding research and programmes that support the transition of ex-Service personnel into civilian life. Comparable as a fellow Cobseo/Armed Forces-aligned charity addressing veteran welfare outcomes.

Regional players

• Veterans UK: UK government arm providing statutory support and pensions to veterans. Functions less as a competitor for fundraising and more as the public-sector counterpart whose policy environment shapes Help for Heroes' demand pool.
• Poppyscotland: Scotland-focused veterans charity delivering welfare and mental health support, part of the broader Royal British Legion family. Comparable in mission and beneficiary base, but operating primarily within Scotland only.
• Alabaré: UK charity providing accommodation, rehabilitation and support to homeless and vulnerable veterans. Comparable on welfare and recovery outcomes for ex-Service personnel, especially around Veterans' Mobility-equivalent support.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HelpforHeroes
• YouTubeyoutube.com/user/HelpforHeroesTV
• Facebookfacebook.com/HelpforHeroesOfficial
• LinkedInlinkedin.com/company/help-for-heroes
• Instagraminstagram.com/helpforheroes
• TikToktiktok.com/@helpforheroes

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Help for Heroes