What TIACS does

TIACS is a registered Australian non-profit charitable organisation (legal entity: This Is A Conversation Starter Foundation Ltd, ABN 58 631 207 031) operating since 2020 from Brisbane. It delivers free professional mental health counselling to Australia's blue collar community — tradies, truckies, farmers, and apprentices — via phone (0488 846 988) and SMS, Monday through Friday 8am-10pm AEST. The service removes financial, geographic, and stigma-related barriers to accessing mental health support: no cost, no Medicare card required, no referral, no waitlist. Blue collar clients can access up to 8 sessions with the same counsellor for therapeutic continuity; non-blue-collar callers receive up to 2 sessions focused on information and referral. Co-founded by Dan Allen (Chair) and Ed Ross (Treasurer) — both former carpenters who also co-founded the social enterprise workwear brand TradeMutt — TIACS reports cumulative impact of 11,790 clients supported, 9,130+ counselling hours, and an estimated $1.89M in community value returned since inception, with over 3,300 sessions delivered in the most recent reported year and 84% of callers reaching out for the first time.

The organisation is funded entirely by industry, with no government funding. The TIACS Alliance Partnership Program offers businesses tiered annual contributions — Diamond ($120K), Platinum ($90K), Emerald ($60K), Gold ($30K) — in exchange for branding visibility and rights to promote the service internally and to customers. Named Alliance Partners include Pilot, Henley, Coates, BESIX Watpac, Flexihire, BMD Group, CRT, AAM, Carpet One, and AKD, spanning construction, equipment hire, transport, agriculture, and retail-trade industries. A second material revenue stream is TradeMutt's donation of 50% of its profits to TIACS, creating a recurring inbound flow tied to commercial workwear sales. Individual donations and community fundraising events (notably the annual 11 Days in May physical challenge and the Don't Keep It Under Your Hat farmer-focused campaign) supplement Alliance income. Each $160 raised is reported to fund one free counselling session.

The technical stack is intentionally low-tech: there is no app, no disclosed software platform, no API, no SDK, and no proprietary clinical software. Service delivery relies on telephony, SMS, a website chat widget, and a peer-to-peer fundraising site built on Funraisin technology. De-identified session data is collected and used for industry-specific impact reporting — a modest but real data asset supporting Alliance Partner renewals. The organisation employs 11–50 staff, including a Chief Executive Officer (Keri Stephenson), Head of Counselling Services, National Engagement Lead, Partnerships Specialist, and General Manager - Brand, Partnerships & Growth, alongside a board chaired by Allen with members including former Red Cross community-services leader Matthew Cox, ex-NRL player Darius Boyd, and other industry figures. TIACS operates exclusively within Australia and is endorsed as a Deductible Gift Recipient by the Australian Taxation Office.

Name

TIACS

Legal name

This Is A Conversation Starter Foundation Ltd

Website

https://tiacs.org

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

TIACS is an Australian non-profit providing free professional phone and text mental health counselling to blue collar workers — tradies, truckies, farmers, and apprentices — funded by industry Alliance Partners and TradeMutt profit donations, with no government funding and no software platform dependency.

Ownership category

akta.pro rank

Product category

Mental Health Counselling Services

NAICS

Outpatient Mental Health and Substance Abuse Centers (621420), Social Assistance (624)

SIC

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

akta.pro primary industry

Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Blue collar counselling
• Mental health support
• Telehealth counselling services
• Workplace mental health
• Suicide prevention support

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Alliance Partnership Program: TIACS is entirely funded by industry businesses through its TIACS Alliance Partnership Program. Businesses contribute at tiered levels (Diamond $120K, Platinum $90K, Emerald $60K, Gold $30K per year) in exchange for association with the service, marketing rights, and social impact positioning. All contributions are tax-deductible (DGR status).
2. TradeMutt Profit Donation: TradeMutt, a social enterprise workwear brand co-founded by the same founders as TIACS, donates 50% of its profits directly to TIACS. This constitutes a recurring inbound funding stream derived from TradeMutt's commercial revenue.
3. Individual Donations & Fundraising: TIACS receives direct donations from individuals and community members, facilitated through its fundraising platform. One-time and monthly donation options are available. Fundraising events such as 11 Days in May (physical challenge campaign) generate community-sourced donations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

TIACS provides a free, professional text and call mental health counselling service for Australia's blue collar community, including tradies, truckies, farmers, and apprentices. Delivered via phone (0488 846 988) and SMS Monday to Friday 8am-10pm AEST, the service offers up to 8 sessions with the same counsellor and requires no referral, Medicare card, or care plan. The service is funded entirely by industry through the TIACS Alliance Partnership Program, with tiered annual contributions ranging from Gold ($30K) to Diamond ($120K).

Product overview

TIACS operates as a not-for-profit social purpose counselling service offering a single integrated product: a free text and call counselling service delivered via telephone and SMS. The core service provides up to 8 sessions of professional, confidential counselling to blue collar workers, with no referral, waitlist, or cost required. This primary offering is supported by supplementary products including the TIACS Alliance Partnership Program (a corporate funding tier system), the 11 Days in May Challenge and associated Heysen Trail FKT Attempt (fundraising campaigns), the Don't Keep It Under Your Hat farmer mental health campaign, downloadable mental health awareness resources, and a peer-to-peer fundraising platform. The service operates Monday to Friday 8am-10pm AEST and is funded entirely by industry contributions with no government funding.

Differentiator

Problem solved

Functional benefit

Products and services

• TIACS Free Text and Call Counselling Service A professional, free telephone and text-based mental health counselling service providing early-intervention support to Australia's blue collar community including tradies, truckies, farmers, and apprentices. Offers up to 8 counselling sessions with the same qualified counsellor, operates Mon-Fri 8am-10pm AEST with no referral, waitlist, Medicare card, or cost required.
• TIACS Alliance Partnership Program A tiered corporate partnership program enabling Australian businesses to fund TIACS services. Tiers include Diamond ($120K), Platinum ($90K), Emerald ($60K), and Gold ($30K) annual contributions. Partners gain branding visibility, marketing rights, and the ability to promote the service within their organisations. All contributions are tax-deductible under DGR status.
• 11 Days in May Challenge An annual physical fundraising challenge where participants commit to 11-day fitness activities to raise money for TIACS counselling services. Each $160 raised funds one free counselling session for a blue collar worker.
• Don't Keep It Under Your Hat Campaign A seasonal awareness campaign running March-April that targets farmer and rural Australian mental health, using social media tiles, downloadable posters, and testimonial storytelling (e.g., Farmer Tim) to normalise help-seeking behaviour.
• Heysen Trail FKT Attempt A flagship endurance event within the 11 Days in May campaign where ultra-endurance athletes attempt the 1,100km Heysen Trail in 11 days to break the current 12-day Fastest Known Time, raising funds and awareness for TIACS.
• Mental Health Awareness Resources Downloadable digital and printable materials including posters, social media tiles, and fact sheets on starting mental health conversations, understanding mental health, and recognising signs — designed to support workplaces and communities in raising awareness.
• Fundraising Platform A peer-to-peer fundraising platform built on Funraisin technology that enables individuals and teams to create fundraising pages, accept donations, and participate in challenges supporting TIACS free counselling services.

Quantifiable outcome

• 11,790 cumulative clients supported since inception
• +5 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

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

• Plunkett HomesminorGTM or Marketing Partner · 21 May 2026Plunkett Homes is a sponsor of the 11 Days in May 2026 campaign. As a sponsor, they support the physical challenge event and TIACS fundraising efforts. Specific sponsor tier not publicly disclosed.
• SafeStyleminorGTM or Marketing Partner · 21 May 2026SafeStyle is a sponsor of the 11 Days in May 2026 campaign, supporting TIACS fundraising and awareness efforts.
• IntenseatfitminorGTM or Marketing Partner · 21 May 2026Intenseatfit is a sponsor of the 11 Days in May 2026 campaign. Contributed $106 to Aaron's Team as a sponsor donation.
• Toyota AustraliaminorGTM or Marketing Partner · 21 May 2026Toyota Australia is a sponsor of the 11 Days in May 2026 campaign supporting TIACS.
• Tribe & TrailminorGTM or Marketing Partner · 21 May 2026Tribe & Trail is a campaign partner for 11 Days in May 2026, offering a 30% discount on nutrition products for participants. Organises its own team of runners/walkers covering at least 1,100km collectively over 11 days.
• Rowney ChiropracticminorGTM or Marketing Partner · 21 May 2026Rowney Chiropractic is a sponsor of the 11 Days in May 2026 campaign.
• TradiesWAminorGTM or Marketing Partner · 21 May 2026TradiesWA is a sponsor of the 11 Days in May 2026 campaign, supporting TIACS and blue collar mental health awareness.
• Run the WorldminorGTM or Marketing Partner · 21 May 2026Run the World is a sponsor of the 11 Days in May 2026 campaign.
• SA Ultra SeriesminorGTM or Marketing Partner · 21 May 2026SA Ultra Series is a sponsor of the 11 Days in May 2026 campaign, supporting TIACS fundraising.
• SpringEnergyminorGTM or Marketing Partner · 21 May 2026SpringEnergy is a sponsor of the 11 Days in May 2026 campaign.
• TradeMuttflagshipStrategic or Co-development PartnerTradeMutt is the founding partner of TIACS. Founded by the same co-founders (Dan Allen and Ed Ross), TradeMutt is a social impact workwear brand that makes loud, vibrant workwear designed to start conversations about mental health. Every shirt says 'This Is A Conversation Starter'. TradeMutt donates 50% of its profits directly to TIACS, making TradeMutt both the original catalyst and the largest single funding partner. TIACS continues the conversation that TradeMutt starts.
• PilotcoreGTM or Marketing PartnerPilot is a member of the TIACS Alliance, supporting the free counselling service through industry funding. The specific nature and tier of Pilot's contribution is not publicly detailed beyond Alliance membership.
• HenleycoreGTM or Marketing PartnerHenley is a member of the TIACS Alliance, contributing to the industry-funded model that keeps TIACS free. Specific tier and contribution details not publicly disclosed.
• CoatescoreGTM or Marketing PartnerCoates is an Alliance Partner of TIACS. As a national equipment and services company, Coates contributes ongoing funding to TIACS and promotes the service within its network and to its customers.
• BESIX WatpaccoreGTM or Marketing PartnerBESIX Watpac is a construction and civil engineering group and member of the TIACS Alliance. Supports TIACS through ongoing contributions and workplace promotion of the service.
• FlexihirecoreGTM or Marketing PartnerFlexihire (equipment hire company) is an Alliance Partner supporting TIACS. Specific contribution and tier level not publicly disclosed.
• BMD GroupcoreGTM or Marketing PartnerBMD Group (civil engineering, construction, and development) is an Alliance Partner of TIACS. Contributes funding and promotes the service to its workforce and industry contacts.
• CRT (CRT Group)coreGTM or Marketing PartnerCRT is an Alliance Partner of TIACS. Specific contribution and tier details not publicly disclosed.
• AAM (Australian Agricultural Machinery)coreGTM or Marketing PartnerAAM is an Alliance Partner of TIACS. Contributes to the industry-funded model supporting free blue collar mental health counselling.
• Carpet OnecoreGTM or Marketing PartnerCarpet One is an Alliance Partner of TIACS. Supports TIACS through funding and promotion within its retail and trade network.
• AKD (AKD Softwoods)coreGTM or Marketing PartnerAKD is an Alliance Partner of TIACS. Contributes to TIACS funding model.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Beyond Blue: Australia's foremost mental health support organisation, providing free 24/7 counselling, information, and referrals across anxiety, depression, and suicide prevention. Direct peer to TIACS in mission, funding model (government + corporate + donations), and telehealth delivery, though broader in scope and not industry-specific.
• Lifeline Australia: Australia's flagship crisis support and suicide prevention service, operating a 24/7 phone line and online chat. Comparable to TIACS as a free, phone/text-based, nationally funded mental health service, though focused on crisis intervention rather than TIACS's early-intervention blue collar positioning.
• MATES in Construction: Industry-specific mental health and suicide prevention program for the Australian construction industry. Extremely comparable to TIACS: volunteer-driven, industry-funded, training-focused, and embedded in construction workplaces. Direct competitor for the tradie segment.
• MensLine Australia: Australia-wide telephone and online counselling service for men, focused on emotional health, family, and relationships. Closely comparable to TIACS in target audience (men in distress), phone-based delivery, and free access funded through government and concessional arrangements.
• Mates in Mind: UK-based charity focused on mental health in construction and related industries; industry-funded model with corporate partnerships. Very comparable to TIACS in 'by industry for industry' positioning, blue collar focus, and workplace-driven outreach model.
• Healthy Heads in Trucks & Sheds: Australian mental health program for the road transport, logistics, warehousing, and agricultural sectors. Closely overlapping with TIACS's truckies and farmers segments, with a similar industry-funded partnership model and a focus on stigma reduction in male-dominated blue collar workforces.
• SANE Australia: National mental health charity supporting people living with complex mental health conditions including eating disorders, schizophrenia, and bipolar disorder. Directly comparable to TIACS in mental health focus, non-profit funding model, and telephone/Digital outreach, though broader in clinical depth.
• Fortem Australia: Australian mental health organisation supporting first responders and their families, with corporate partnerships and free wellbeing services. Comparable to TIACS in target workforce (frontline male-dominated industry), industry-funded model, and free psychological support delivery.

Broad incumbents

• Headspace: Australia's national youth mental health foundation, providing in-person and telehealth counselling for 12-25 year olds. Comparable in telehealth delivery and free access but broader and government-funded, with a younger target demographic than TIACS's blue collar adult cohort.
• Open Arms - Veterans & Families Counselling: Australian Government-funded counselling service for veterans and their families, offering free phone and face-to-face mental health support. Comparable to TIACS as a free, phone-based mental health service for a defined workforce community, but government-funded and focused on a different demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCtrR25pOi6dSLkX8E8143MA
• Facebookfacebook.com/thisisaconversationstarter
• LinkedInlinkedin.com/company/tiacs/about
• Instagraminstagram.com/tiacs_

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 TIACS