Tend Academy

What Tend Academy does

Tend Academy (legal entity TEND Academy LTD.) is a privately held Canadian professional training company founded in 2001 and headquartered in Kingston, Ontario. The firm develops and delivers evidence-informed education, training programs, and resources for helping professionals — including nurses, social workers, teachers, police officers, doctors, caregivers, paramedics, and first responders — who work in trauma-exposed environments and face secondary traumatic stress, compassion fatigue, vicarious trauma, empathic strain, burnout, and moral distress.

The product portfolio is anchored by three core Capacity Building Programs (Train The Trainer, Debriefing & Mutual Support, and The Trauma-Informed Organization), supplemented by Continuing Education Webinars (including a Critical Incident Stress Management Reimagined series), a Custom Training Catalogue segmented into Foundational, Beyond the Basics, Leadership, and Skill Building categories, Working Well Together programs, and Keynote Presentations. TEND also operates TENDToolkit, a separate online resource sub-brand, and hosts the annual CARE4YOU conference. Delivery is multi-modal — in-person, virtual, and on-demand self-paced online courses with a 12-month initial subscription term and optional paid renewals. Proprietary frameworks include the Low Impact Debriefing Framework, the Hot Walk and Talk Protocol, and the Complex Stress Model, developed by founder Françoise Mathieu (M.Sc. Psychology) and co-founder Dr. Patricia Fisher (Ph.D. Clinical Psychology).

The business model combines subscription-style online course fees, professional services revenue from in-person and virtual training engagements sold on a quote-based model, and event-driven revenue from the annual CARE4YOU conference and webinars. Customers are diversified across verticals — healthcare organizations, social service agencies, law enforcement, and call center operators — with no publicly disclosed enterprise logos. The TEND® mark is a registered trademark; no external funding rounds, acquisitions, or institutional investors have been disclosed, and the company operates with 1–10 employees as a founder-led entity.

Name

Tend Academy

Legal name

TEND Academy LTD.

Website

https://tendacademy.ca

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Tend Academy is a Canadian private training firm founded in 2001 that delivers evidence-informed workshops, online courses, and conferences for helping professionals (nurses, social workers, first responders, law enforcement) working in trauma-exposed environments, addressing secondary traumatic stress, compassion fatigue, and organizational wellness.

Ownership category

akta.pro rank

Product category

Workplace Wellness Training

NAICS

Educational Support Services (6117), Professional and Management Development Training (61143), Educational Support Services (61171)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDAKAMAF

Trauma-Informed Care & Crisis Response (School-Based)

Education/Special Education & Learning Support Services/Social-Emotional Learning (SEL) & Mental Health Supports (School-Based)

SECONDARYHLADALAG

Caregiver Support, Coaching & Training

Healthcare & Life Sciences/Elder Care & Long-Term Care/Senior Care Coordination & Case Management (Geriatric Care Management)

Keywords

• Workplace wellness training
• Compassion fatigue education
• Trauma-informed organization
• Capacity building programs
• Secondary traumatic stress

Headquarters

HQ city

Kingston

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Subscriptions: Online courses with initial term up to twelve months from purchase date, featuring renewal options for a fee. The online course fees and renewal fees are non-refundable.
2. Professional Training Services: In-person, virtual, and on-demand training programs delivered to organizations including capacity building programs, continuing education webinars, keynotes, and custom training
3. Annual Conference (CARE4YOU): Annual conference featuring keynote presentations and professional development sessions

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

TEND Academy develops and delivers evidence-informed training, capacity-building programs, continuing education webinars, and custom training for professionals working in complex and trauma-exposed environments. Its core portfolio comprises three flagship Capacity Building Programs (Train The Trainer, Debriefing & Mutual Support, The Trauma-Informed Organization) supplemented by on-demand online courses, custom training, keynote presentations, the TENDToolkit online resource hub, and the annual CARE4YOU conference, all addressing compassion fatigue, secondary traumatic stress, and organizational well-being.

Product overview

Tend Academy offers a suite of education and training products for helping professionals working in trauma-exposed environments. The core portfolio includes three Capacity Building Programs (Train The Trainer, Debriefing & Mutual Support, and The Trauma-Informed Organization), along with Continuing Education Webinars (including CISM Reimagined), Custom Training options, Working Well Together programs, and Keynote Presentations. The company also operates TENDToolkit as an online resource sub-brand and hosts the annual CARE4YOU Conference. All offerings are delivered in-person, online, or on-demand to address compassion fatigue, secondary traumatic stress, and organizational well-being.

Differentiator

Problem solved

Functional benefit

Brands

• TENDToolkit: A resource toolkit providing downloadable resources for helping professionals
• CARE4YOU

Products and services

• Train The Trainer A capacity building program that deepens understanding of secondary traumatic stress and empathic strain, providing practical tools to address the challenges of working in a complex workplace rather than a plug-and-play script. Designed for organizations and individual professionals working in trauma-exposed settings.
• Debriefing & Mutual Support A capacity building program that helps build tailored support plans so teams know when, why, and how to best support one another through the unique challenges of their workplace. Designed for organizations whose teams operate in complex, trauma-exposed environments.
• The Trauma-Informed Organization A capacity building program that translates trauma awareness into organizational action, helping organizations understand how stress and adversity affect people in order to create strong, effective teams. Targeted at leadership and teams in trauma-exposed workplaces.
• Critical Incident Stress Management (CISM) Reimagined A continuing education webinar that covers Critical Incident Stress Management techniques ranging from group storytelling to individual stabilization. Targeted at helping professionals seeking continuing education in trauma response.
• Custom Training Catalogue A catalogue of customized training topics available in-person, online, or on-demand to support teams across categories including Beyond the Basics, Foundational, Leadership, and Skill Building. Designed for organizations with specific workforce wellness needs.
• Working Well Together A training program focused on workplace well-being and organizational health for teams working in high-stress environments. Targeted at organizations seeking to strengthen team resilience and well-being.
• CARE4YOU Conference An annual conference focused on caring for caregivers and helping professionals, addressing compassion fatigue and organizational well-being through keynote presentations, professional development sessions, and networking. Targeted at helping professionals and organizational leaders.
• Online Course Subscriptions Self-paced online courses with an initial term of up to twelve months from purchase date and optional paid renewals, covering compassion fatigue and trauma-exposed work topics. Targeted at individual professionals seeking continuing education.

Quantifiable outcome

• Thousands of workshops delivered across Canada, the United States and internationally since 2001

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HealthForumOnline: An online continuing education provider for mental health and healthcare professionals, offering courses on trauma, stress, and clinical interventions. Competes with Tend Academy for the same online continuing education market.
• Zur Institute: An online continuing education provider for mental health professionals offering courses on trauma, ethics, and clinical practice. Like Tend Academy, Zur Institute serves individual helping professionals seeking specialized training and continuing education credits.
• NICABM (National Institute for the Clinical Application of Behavioral Medicine): A continuing education provider offering online training for mental health and healthcare professionals on topics including trauma, compassion fatigue, and clinician well-being. NICABM competes directly with Tend Academy's online course and webinar business for the same helping professional audience.
• Jack Hirose & Associates: A Canadian continuing education provider delivering workshops and webinars for mental health professionals on trauma, attachment, and clinical interventions. Jack Hirose & Associates is a direct competitor in the Canadian helping-professional training market.
• Crisis & Trauma Resource Institute (CTRI): A Canadian-based training organization that delivers workshops and courses on trauma, crisis response, and mental health for helping professionals. CTRI is the most direct geographic and content peer to Tend Academy, serving many of the same professional segments across Canada.
• Evergreen Certifications: An online continuing education and certification platform for helping professionals including counselors, social workers, and first responders. Overlaps with Tend Academy's online course and certification offerings for trauma-exposed professionals.
• Trauma-Informed Care Institute: A training organization specializing in trauma-informed care education for organizations and professionals. Directly comparable to Tend Academy's Trauma-Informed Organization program and serves overlapping enterprise customers in healthcare and human services.

Emerging players

• CE4Less: An online continuing education platform for mental health and healthcare professionals. CE4Less overlaps with Tend Academy's self-serve online course business but operates with a broader catalog and lower price point.
• Affirmagus: A workplace well-being and mental health training provider serving organizations with programs on resilience, stress, and employee wellness. Adjacent competitor in the corporate well-being training space that overlaps with Tend Academy's Working Well Together program.

Broad incumbents

• PESI (Psychotherapy & Education Services Inc.): A large US-based provider of continuing education for mental health and helping professionals, offering seminars, online courses, and certifications. PESI operates at much greater scale than Tend Academy but addresses overlapping customer needs in trauma, burnout, and clinical practice training.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tend-academy
• Xx.com/tendacademy

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Tend Academy