SANE Australia
SANE Australia is a federally registered not-for-profit charity founded in 1986 that delivers free digital and telephone mental health support services to Australian adults with complex mental illness and their families, funded primarily by Commonwealth and state government grants alongside donations, with the world's first NSQDMH-accredited digital mental health platform.
- Company typePrivate
- Founded1986
- HeadquartersCarlton, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What SANE Australia does
SANE Australia is a Melbourne-headquartered, federally registered not-for-profit charity (public company limited by guarantee) founded in 1986 by journalist Anne Deveson. The organisation provides free digital and telephone mental health support services specifically targeted at adults with recurring, persistent or complex mental health issues such as schizophrenia, bipolar disorder, personality disorders, OCD, and severe depression, as well as their families, carers and kin. SANE serves more than 60,000 Australians annually through a multi-channel service portfolio that includes the SANE Support Line (1800 187 263, 10am-8pm weekdays), 24/7 professionally moderated SANE Community Forums (40,000+ members, 1.2 million lifetime posts), the RecoveryClub digital recovery program, Guided Recovery Programs (peer support, counselling, community), and specialised programs for veterans (Shoulder to Shoulder), Aboriginal and Torres Strait Islander peoples (Yarning Space), men in NSW (Better Off With You), and bereaved individuals (Griefline, merged November 2025).
The underlying technology is a digital mental health platform delivering services via telephone, online portals, video conference, and app-based channels. The platform includes a consumer portal, a forum platform with syndication capabilities to 50 partner not-for-profit organisations, and a peer-led StigmaWatch community of 7,018 members, all operating under the world-first NSQDMH government accreditation for digital mental health services. Research and policy functions sit within the Anne Deveson Research Centre, including the National Stigma and Discrimination Report Card delivered with the University of Melbourne and National Mental Health Commission.
SANE's revenue model is a hybrid of government contracts and philanthropic contributions. The largest single funding line is a $27.3 million Commonwealth Government grant awarded in February 2025 over three years for the national roll-out of free Digital Psychosocial Recovery Programs. Supplementary funding comes from NSW Government, Department of Health and Aged Care project commissions, individual donations, monthly giving, workplace giving, bequests, and philanthropy. All services are free to end users; SANE holds Deductible Gift Recipient status, making donations of $2 or more tax deductible. Distribution is direct-to-consumer via self-service registration, telephone, and government-referred pathways, with no pricing tiers or paid user segments.
SANE Australia firmographics
Firmographics- Name
- SANE Australia
- Legal name
- SANE Australia
- Website
- https://sane.org
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SANE Australia is a federally registered not-for-profit charity founded in 1986 that delivers free digital and telephone mental health support services to Australian adults with complex mental illness and their families, funded primarily by Commonwealth and state government grants alongside donations, with the world's first NSQDMH-accredited digital mental health platform.
- Ownership category
- akta.pro rank
SANE Australia industry classification
Industry- Product category
- Mental Health Services (Digital & Telehealth)
- NAICS
- Other Individual and Family Services (624190), Social Assistance (624), Individual and Family Services (6241)
- SIC
- Services-Social Services (8300), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Mental Health & Crisis Support Services (BPAGACAD)
- akta.pro secondary industries
- Mental Health & Crisis Support Services (BPAGAEAH), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN), Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI)
Keywords
Where SANE Australia is headquartered
LocationHeadquarters
- HQ city
- Carlton
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
SANE Australia business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Government Funding and Contracts: SANE receives significant government funding including $27.3 million Commonwealth Government funding over three years for national roll-out of digital psychosocial recovery programs. Also receives Department of Health and Aged Care funding for Digital Navigation Project.
- Donations and Philanthropy: SANE relies on charitable donations from individuals, community fundraising, monthly giving, workplace giving, bequests, and philanthropy to supplement government funding and keep services running.
- Merger with Griefline: Griefline merged with SANE in November 2025, bringing extensive grief support services into SANE's service portfolio, strengthening delivery of critical services relied upon by Australians.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free telephone support - SANE Support Line |
| Freemium | Others | Free online services - Forums, RecoveryClub, Resources |
| Freemium | Others | Guided Recovery Services |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels9 records
SANE Australia product offering
Product offeringCore offering
SANE Australia is a not-for-profit charity that delivers free, digitally-enabled mental health support services to adults with complex mental health needs and to their families, carers and kin. Its core offering bundles telephone counselling (SANE Support Line, Griefline), 24/7 professionally moderated online peer support (SANE Community Forums), an evidence-based digital recovery program (RecoveryClub), and nationally rolled-out digital psychosocial recovery services, supplemented by specialised programs for veterans, Aboriginal and Torres Strait Islander peoples, NSW men, and bushfire-affected communities.
Product overview
SANE Australia offers a unified suite of digital and telephone mental health support services targeting adults with complex mental health needs. The core offerings include the SANE Support Line (telephone counseling), SANE Community Forums (24/7 peer-moderated online forums), RecoveryClub (evidence-based digital recovery program), and Guided Recovery Programs (peer support, counselling and community). These are complemented by specialized programs including Shoulder to Shoulder for veterans, Griefline (acquired November 2025) for bereavement support, Yarning Space for Aboriginal and Torres Strait Islander peoples, and the Better Off With You suicide prevention campaign. Research initiatives include the Anne Deveson Research Centre and Digital Navigation Project. The organization serves over 60,000 Australians annually through free, trauma-informed, digitally-delivered services accredited against the National Safety and Quality for Digital Mental Health Standards.
Differentiator
Problem solved
Functional benefit
Brands
- RecoveryClub: A free evidence-based recovery program providing resources, peer support community, and groups and 1:1 support for people managing mental health and working towards recovery goals.
- StigmaWatch
- Anne Deveson Research Centre (ADRC)
- Better Off With You
Products and services
- SANE Support Line Free telephone counselling and peer support service staffed by mental health professionals, available to people over 18 with complex mental health needs and their family, friends and carers.
- SANE Community Forums Free, anonymous, professionally moderated 24/7 online peer support forums connecting people with lived experience of complex mental health challenges; syndicated to 50 partner not-for-profit organisations.
- RecoveryClub Free evidence-based digital recovery program providing resources, structured groups, and 1:1 support to help people manage their mental health and work towards recovery goals at their own pace.
- Guided Recovery Programs (Digital Psychosocial Recovery Programs) Free, Commonwealth-funded digital psychosocial recovery services for adults experiencing complex mental illness and trauma, and for their family, carers and kin. National roll-out in progress.
- Griefline Free counselling, resources, and information for people experiencing grief and loss; integrated into SANE's services following the November 2025 merger. Helpline available 8am-8pm AEST on 1300 845 745.
- Better Off With You Evidence-informed suicide prevention and mental health resource program providing practical tools for men in NSW to check in with mates and themselves, warning sign identification, and pathways to support.
- Shoulder to Shoulder Mental health support program specifically designed for Australian veterans and their families.
- Yarning Space Culturally safe online mental health space for Aboriginal and Torres Strait Islander peoples, embedded within SANE's digital ecosystem and developed with Aboriginal-led organisations.
- Life After Bushfires Mental health support and recovery resources for Australian communities affected by bushfire trauma.
- Factsheets and Guides Comprehensive mental health factsheets and guides covering conditions including bipolar disorder, schizophrenia, and personality disorders, available in multiple languages.
- Mental Health Recovery Webinars Regular community events including group chats and webinars for people with lived experience of mental health challenges, hosted on the SANE Forums platform.
Quantifiable outcome
- 4,752 calls to SANE Support Line in 2025
- +6 more outcomes
Companies that use SANE Australia
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles3 records
SANE Australia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SANE Australia partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- National Mental Health CommissioncoreSANE partnered with the National Mental Health Commission and University of Melbourne to deliver two National Stigma and Discrimination Report Cards. The 2026 Report Card is based on rigorous evidence from the 2024-2025 National Survey of Stigma and Discrimination led by Professor Nicola Reavley at University of Melbourne.
- University of MelbournecorePartnership with University of Melbourne for National Stigma Report Card research. The Our Turn to Speak survey captured experiences of stigma from nearly 2,000 Australians living with complex mental health issues. Professor Nicola Reavley leads the research.
- GrieflinecoreGriefline merged with SANE Australia in November 2025 to ensure Australians can continue to access dedicated support for grief and loss within a comprehensive range of digital and telephone support. Griefline CEO Kate Cahill remained in advisory capacity during transition.
- ThirrilicoreFormalised partnership with Thirilli to support Aboriginal and Torres Strait Islander peoples. Part of SANE's Innovate Reconciliation Action Plan and digital social and emotional wellbeing model development.
- WellMobcorePartnership to enhance culturally safe digital support for Aboriginal and Torres Strait Islander peoples. WellMob provides expertise for digital social and emotional wellbeing resources.
- Nous GroupcoreNous Group led the Digital Navigation Project consortium alongside SANE, commissioned by the Australian Department of Health and Aged Care. The project engaged over 2,000 stakeholders to investigate barriers to mental health care.
- LGBTIQ+ Health AustraliaminorPart of the 14-member consortium for the Digital Navigation Project, bringing expertise on LGBTQIA+ mental health needs.
- OrygenminorPart of the Digital Navigation Project consortium, providing youth mental health expertise.
- Phoenix AustraliaminorPart of the Digital Navigation Project consortium, bringing trauma expertise.
- Mind AustraliaminorPart of the Digital Navigation Project consortium for community mental health.
- Butterfly FoundationminorPart of the Digital Navigation Project consortium, providing eating disorder and body image expertise.
- Lived Experience AustraliaminorPart of the Digital Navigation Project consortium, ensuring lived experience voices guide the research.
- Community Mental Health Australia (CMHA)minorPart of the Digital Navigation Project consortium.
- Victorian Collaborative Centre for Mental HealthminorPart of the Digital Navigation Project consortium.
- Flourish AustraliaminorPart of the Digital Navigation Project consortium.
- Outcome HealthminorPart of the Digital Navigation Project consortium.
- One Door Mental HealthminorPart of the Digital Navigation Project consortium.
- Your TownminorPart of the Digital Navigation Project consortium, providing Kids Helpline expertise.
- ColoslcoreDesign partner for SANE's forum redesign project that won Gold at 2025 Good Design Awards. Colosl worked with SANE and Snaffleweb to redesign the online community Forums.
- NACCHOcorePartnership with National Aboriginal Community Controlled Health Organisation as part of SANE's reconciliation and cultural safety work.
- Gayaa DhuwicorePartnership to ensure SANE's services reflect Indigenous social and emotional wellbeing principles.
- Reconciliation AustraliaminorProvided guidance in shaping SANE's Innovate Reconciliation Action Plan, developed under Reconciliation Australia's RAP framework.
- 50 Not-for-profit OrganisationsminorSANE Forums syndication partners - 50 other not-for-profit organisations receive access to SANE's forum platform to support their communities.
Scale indicators10 records
Recent moves6 records
Expansion highlights7 records
SANE Australia competitors and assessment
Company assessmentDirect peers
- Beyond Blue: Australia's largest mental health nonprofit, offering 24/7 helplines, online forums, and funded programs for depression, anxiety, and suicide prevention. Directly comparable to SANE as a free, government-and-donation-funded national digital mental health provider.
- Headspace (National Youth Mental Health Foundation): Federally funded national mental health provider for young Australians aged 12–25, with online chat, telehealth, and community forums. Comparable to SANE in operating as a government-commissioned digital mental health platform serving a defined segment.
- Orygen: Youth mental health research and clinical service provider partnering in the Digital Navigation Project consortium. Comparable to SANE on research-led, digitally-enabled complex-mental-health programming and government-funded delivery.
- ReachOut Australia: Digital-first mental health service for young Australians with peer support forums, fact sheets, and moderated online communities. Directly comparable to SANE on digital delivery model and community-led peer support architecture.
- Phoenix Australia: National centre for posttraumatic mental health delivering clinical guidelines, research, and practitioner training. Comparable to SANE as a Digital Navigation Project consortium partner with trauma-focused expertise.
- Butterfly Foundation: National nonprofit for eating disorders and body image, providing helpline, online support, and education. Comparable to SANE as a fellow Digital Navigation Project consortium member with a free helpline and digital peer community.
- Mind Australia: Community-managed mental health provider offering psychosocial support, recovery programs, and digital services across Australia. Comparable to SANE on complex mental illness focus and consortium participation in the Digital Navigation Project.
- Lifeline Australia: National crisis support and suicide prevention service operating a 24/7 phone line and digital text support. Closely comparable to SANE on mission (crisis intervention, complex mental health) and funding model (government grants plus community fundraising).
Broad incumbents
- Black Dog Institute: University-affiliated translational research institute focused on depression, suicide prevention, and digital mental health programs (LifeSpan). Comparable to SANE on digital mental health research and government-commissioned national programs.
Regional players
- Kids Helpline (Your Town): Free 24/7 phone and online counselling service for children and young people, operated by Your Town. Comparable to SANE on free-to-user, government-and-donation-funded national helpline and digital support model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
SANE Australia social profiles
Digital presenceSANE Australia compliance and trust
Trust signalCompliance2 records
SANE Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
SANE Australia leadership team
Management profileNumber of profiles
Profiles4 records
SANE Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SANE Australia 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 SANE Australia
What does SANE Australia do?
SANE Australia is a not-for-profit charity that delivers free, digitally-enabled mental health support services to adults with complex mental health needs and to their families, carers and kin. Its core offering bundles telephone counselling (SANE Support Line, Griefline), 24/7 professionally moderated online peer support (SANE Community Forums), an evidence-based digital recovery program (RecoveryClub), and nationally rolled-out digital psychosocial recovery services, supplemented by specialised programs for veterans, Aboriginal and Torres Strait Islander peoples, NSW men, and bushfire-affected communities.
Is SANE Australia a public or private company?
SANE Australia is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was SANE Australia founded?
SANE Australia was founded in 1986. It employs 11 to 50 people.
Where is SANE Australia based?
SANE Australia is headquartered in Carlton, Australia, in the Oceania region.
How does SANE Australia make money?
Three revenue lines are on record. Government Funding and Contracts are the primary driver. The others are donations and Philanthropy and merger with Griefline.
Who are SANE Australia's main competitors?
Direct peers on record are Beyond Blue, Headspace (National Youth Mental Health Foundation), Orygen, ReachOut Australia, Phoenix Australia, Butterfly Foundation, Mind Australia and Lifeline Australia. Black Dog Institute is listed as a broad incumbent. Kids Helpline (Your Town) is listed as a regional player.
Does SANE Australia have an API?
No public API is recorded for SANE Australia.
What industry is SANE Australia in?
SANE Australia's product category is Mental Health Services (Digital & Telehealth). 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.