What Diversity and Ability does

Diversity and Ability, operating as Calling All Minds, is a UK-based disabled-led social enterprise founded in 2011 that delivers neurodiversity and disability inclusion support to employers, educational institutions, healthcare organisations and individual end-users. The company combines purpose-built accessibility technology with specialist human services, grounded in the Biopsychosocial Model of disability inclusion, intersectionality, universal design and an Anticipatory Welcome design philosophy.

Its core technology portfolio comprises three products: AXS Toolbar, a cognitive AI-powered website accessibility toolbar offering content simplification, long-page summarisation, translation and confident navigation features, developed by specialists with lived experience of neurodiversity and disability; AXS Audit, a digital accessibility scanning service that benchmarks against WCAG 2.2 Level AA, EAA Ready 2025 and ADA, including a dedicated cognitive accessibility layer that assesses clarity, comprehension, distraction and user effort beyond standard WCAG scanners; and AXS Passport, workplace adjustment software that manages reasonable adjustments, access needs and support requests from initial conversation through implementation and review. The portfolio is complemented by human services including neurodiversity coaching, consultancy and workshops, education sector support, and resources such as an NHS Toolkit, Access to Work guidance and Support for Students materials.

Revenue is generated through two streams: subscription-based technology licensing of the AXS product suite (likely per-seat or enterprise SaaS), and professional services revenue from coaching, consultancy and workshops. The company runs a hybrid go-to-market combining consultative enterprise field sales for large workplace transformation engagements with a product-led growth motion for digital product adoption, supported by demo-driven conversion CTAs. It serves three primary customer segments: employers (workplace adjustments, neurodiversity coaching, inclusion strategy), education institutions (DSA guidance, inclusive learning) and NHS/healthcare organisations (disability support funding guidance). Operations are UK-centric with headquarters in London.

Name

Diversity and Ability

Legal name

Calling All Minds

Website

https://diversityandability.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

101–250 employees

Short description

Diversity and Ability, trading as Calling All Minds, is a UK-based disabled-led social enterprise providing neurodiversity and disability inclusion support through three technology products (AXS Toolbar, AXS Audit, AXS Passport) and specialist human services, serving employers, educational institutions and NHS organisations.

Ownership category

akta.pro rank

Headquarters

HQ city

New Brighton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Technology Subscriptions: SaaS-based access to AXS Passport, AXS Toolbar and AXS Audit products, likely on subscription or per-seat basis for organisations.
2. Professional Services: Neurodiversity coaching, consultancy, workshops, and training services for employers and educational institutions.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core offering

Diversity and Ability (trading as Calling All Minds) provides neurodiversity and disability inclusion support by combining specialist human expertise with purpose-built accessibility technology. It sells three core software products — AXS Toolbar (an adaptive website accessibility toolbar with Cognitive AI), AXS Audit (a digital accessibility audit service), and AXS Passport (workplace adjustment management software) — alongside professional services such as neurodiversity coaching, workplace consultancy, workshops, and education-sector inclusion support.

Product overview

Calling All Minds offers a platform combining specialist human expertise with purpose-built accessibility technology. The core product portfolio consists of three main technology solutions: AXS Toolbar (adaptive browser accessibility toolbar), AXS Audit (digital accessibility scanning service), and AXS Passport (workplace adjustment management software). These are complemented by human-centered services including neurodiversity coaching, workplace consultancy and workshops, education support services, and resource tools for specific audiences including NHS staff, students, and job seekers. The company operates on the Biopsychosocial Model of disability inclusion, intersectionality, universal design and Anticipatory Welcome principles.

Differentiator

Problem solved

Functional benefit

Brands

• AXS Toolbar: Website accessibility toolbar that helps users customise, simplify and adapt websites and digital content to suit how they read, think and work. Developed with Cognitive AI by specialists with lived experience of neurodiversity and disability.
• AXS Audit
• AXS Passport

Products and services

• AXS Toolbar Adaptive browser toolbar that enables users to customise, simplify and adapt websites and digital content to suit how they read, think and work. Built with Cognitive AI by specialists with lived experience of neurodiversity and disability, and offered to organisations seeking inclusive digital experiences.
• AXS Audit Digital accessibility audit service that identifies accessibility and neuroinclusion barriers across websites, platforms, products and user journeys. Includes a dedicated cognitive accessibility layer assessing clarity, comprehension, distraction and user effort, benchmarked against WCAG 2.2 Level AA, EAA Ready 2025 and ADA standards.
• AXS Passport Workplace adjustment software that manages reasonable adjustments, access needs and support requests from first conversation to implementation and review. Bridges the gap between individual accessibility needs and organisational action, cuts implementation time and provides trackable, measurable inclusion outcomes.
• Neurodiversity Coaching Specialist coaching service supporting employees, managers and leaders with workplace strategies, assistive technology and confidence. Targets employers seeking one-to-one and group coaching outcomes for neurodivergent staff.
• Workplace Consultancy and Workshops Inclusion consultancy improving neurodiversity, accessibility, recruitment, culture and workplace practice through specialist guidance, strategy and training workshops for employers and teams.
• Education Services Inclusive learning strategies and tailored support for academic institutions and students, providing expert guidance, inclusive tools and integration support for neurodivergent learners and DSA-related pathways.

Quantifiable outcome

• AXS Audit benchmark scoring against WCAG 2.2 Level AA, EAA Ready 2025, ADA compliance standards
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• AccessiBe: Well-funded AI-driven website accessibility overlay and audit provider. Direct competitor to AXS Toolbar and AXS Audit with significantly larger marketing budget and global customer base.
• Texthelp: Provider of literacy and accessibility software (Read&Write, Equatio) used in education and workplace settings. Comparable in combining assistive technology with sector-specific (education) deployment similar to Calling All Minds.
• AbilityNet: UK-based charity providing disability and accessibility services, training and assessments to employers, education providers and government. Comparable overlap in workplace reasonable adjustment advice and accessibility consulting.
• Recite Me: UK-headquartered provider of website accessibility toolbars, translation and assistive functions. Directly comparable to AXS Toolbar in offering website customisation and accessibility overlay to enterprise and public sector buyers.
• UserWay: AI-powered website accessibility widget and audit platform serving enterprise and government customers. Directly competes with AXS Toolbar and AXS Audit on automated WCAG remediation and scanning.
• AudioEye: Public digital accessibility platform offering automated remediation, auditing and monitoring. Directly comparable to AXS Audit and AXS Toolbar on enterprise digital accessibility compliance.
• eSSENTIAL Accessibility: Accessibility-as-a-service platform combining assistive technology, auditing and consulting for enterprises. Comparable in bundling technology with human expertise for corporate disability inclusion programs.
• Lexxic: UK provider of neurodiversity workplace support including coaching, training and assessments. Directly comparable to Calling All Minds' coaching and consultancy services for employers.

Others

• G3ict: Global initiative for inclusive ICTs that engages with the UN and policy makers on digital accessibility policy. Relevant as a thought-leadership and policy ecosystem peer influencing the regulatory tailwinds Calling All Minds benefits from.

Broad incumbents

• Microsoft Accessibility: Accessibility features embedded across Microsoft 365, Windows and Azure including Accessibility Insights for auditing. Represents the broad incumbent threat with built-in tooling that competes with AXS Toolbar/Audit for buyer attention.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DandA_inclusion
• YouTubeyoutube.com/@CallingAllMinds
• Facebookfacebook.com/callingallminds
• LinkedInlinkedin.com/company/calling-all-minds
• Instagraminstagram.com/calling_all_minds

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Diversity and Ability