Prime Effect

What Prime Effect does

Prime Effect, operated by 25 Days 25 Plays Pty Ltd (ABN 11 655 149 787), is a Brisbane-based health tech and services company founded in 2021 that delivers allied health-led mental wellbeing and participation-focused interventions across Australia. It serves three primary segments: corporate workplaces (psychosocial safety, leadership development, Mental Health First Aid), employment services providers (Workforce Australia and Transition to Work programs through Match Fit, IGNITE, EMPLOY, and GAME ON!), and community organizations (schools, NDIS participants, sporting clubs, and not-for-profits). Its core product portfolio centers on the Prime Effect proprietary mobile app (iOS/Android) with AI-powered chat, daily check-ins, and group chat, supported by structured digital programs (25 Days 25 Plays, 10-Day Mental Wellbeing Kickstarter), the award-winning Be Buoyant eLearning psychosocial hazard training, accredited Mental Health First Aid courses, corporate workshops, and the Club Wellbeing Leader Program for sporting clubs.

The company's technology stack combines a custom-built mobile app and Be Buoyant eLearning platform (integrable into customer EMS) with Stripe-based billing and a content library featuring Australian elite athletes delivering video-based mental fitness content. Pricing is a mix of subscription (app access, Club Wellbeing Leader Program), unit pricing (corporate workshops from $750 per group), and bespoke enterprise contracts. Distribution is sales-led in Australia, with direct enterprise sales, employment services partnerships, app-based delivery, and a podcast/media channel anchored on the founder's NRL/QLD Maroons network. Reported outcomes include 96% recommendation rates, 98% improved workforce entry likelihood, and an NPS of 9.2/10, against a 11-50 employee headcount and no disclosed external funding.

Name

Prime Effect

Legal name

25 Days 25 Plays Pty Ltd

Website

https://primeeffect.com.au

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Prime Effect is a Brisbane-based health tech company that delivers allied health-led mental wellbeing programs, including AI-powered app-based coaching, eLearning, and workshops, to Australian employers, employment services providers, schools, sporting clubs, and community organizations.

Ownership category

akta.pro rank

Product category

Workplace Mental Health Services

NAICS

Offices of Physical, Occupational and Speech Therapists, and Audiologists (62134), Outpatient Mental Health and Substance Abuse Centers (621420), Vocational Rehabilitation Services (6243), Educational Support Services (61171)

SIC

Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090), Services-Prepackaged Software (7372)

akta.pro primary industry

Corporate/Workplace Mindfulness & Stress-Reduction Programs (HSADAJAG)

akta.pro secondary industry

Behavioral & Mental Health Virtual Care (EAP/Teletherapy) (HLALADAB)

Keywords

• Workplace wellbeing programs
• Mental health training
• Psychosocial safety training
• Employment services interventions
• Corporate mental fitness

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Corporate Workshops: One-time workshop fees for interactive, engaging sessions delivered either in-person or online. Corporate packages start from $750 per group, with options ranging from 30-90 minute booster workshops to half-day, full-day deep dives, and multi-week transformational programs.
2. App Subscription: Subscription-based pricing model where subscription pricing is set depending on level of usage and number of subscribers. Each user receives a Prime Effect app subscription for 12 months as part of program participation.
3. Digital Mental Fitness Programs: Digital programs including 25 Days 25 Plays and 10-Day Mental Wellbeing Kickstarter delivered via the Prime Effect app. Pricing on application for custom packaging that may include kick-off sessions, guest speakers, and customized presentations.
4. Mental Health First Aid Training: Accredited Mental Health First Aid training courses (Youth MHFA and Standard MHFA) delivered by qualified instructors, offered in-person or online.
5. Club Wellbeing Leader Program: Base club package providing training, certification, toolkit, and ongoing support for sporting clubs. Additional leaders can be added with full training and network access.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Prime Effect delivers allied health-led mental wellbeing programs combining a proprietary mobile application with structured intervention modules. Core offerings include the Be Buoyant psychosocial safety training program, the 25 Days 25 Plays digital mental fitness program with athlete-led video content, accredited Mental Health First Aid training, corporate workshops, and employment-services interventions (Match Fit, IGNITE, EMPLOY, GAME ON!) for Workforce Australia and Transition to Work participants.

Product overview

Prime Effect is an allied health-led intervention provider delivering structured programs to support mental health, wellbeing, and participation. The offering consists of a digital platform (Prime Effect app) combined with multiple program modules including: the 10-day Mental Wellbeing Kickstarter and 25 Days 25 Plays (digital mental fitness programs featuring athlete-presented video content), Be Buoyant (award-winning psychosocial hazard reduction eLearning), Mental Health First Aid Training (accredited courses), Corporate Workshops, and the Club Wellbeing Leader Program. Additional services include employment-focused interventions (Match Fit, IGNITE, EMPLOY, GAME ON!), the Prime Effect Podcast, and specialised programs for schools, community organisations, NDIS participants, and cultural communities. The company operates as a platform-plus-modules model with the app as the central delivery mechanism for digital content, supplemented by in-person and blended training delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Be Buoyant: Award-winning psychosocial safety and resilience training program designed to help workplaces improve mental wellbeing and reduce psychosocial hazards. Awarded Best Health and Safety Training program 2023 at Learn X Platinum Awards.
• 25 Days 25 Plays
• 10-Day Mental Wellbeing Kickstarter
• Match Fit
• IGNITE
• EMPLOY
• GAME ON!
• Club Wellbeing Leader Program

Products and services

• Be Buoyant Award-winning psychosocial hazard reduction training program (Best Health and Safety Training Program 2023, Learn X Platinum Awards) delivered as a digital self-paced program with seven modules (2.5 hours total) plus an eighth module for leaders. Addresses workplace mental health, resilience strategies, conflict resolution, and team building, directly relating to WHS Psychosocial Hazard legislation. Designed for enterprise and corporate clients.
• Prime Effect App Industry-leading mental health resources packaged in a mobile app featuring AI-powered communication support, daily check-ins for real-time mental health support, and group chat functionality. Includes Be Buoyant eLearning training accessible via the app or integrated into the customer's Employee Management System. Available on iOS and Android.
• 25 Days 25 Plays Prime Effect's signature digital program featuring 25 days of positive psychology activities ('plays') introduced via videos from Australian athletes including Olympians, Paralympians, and NRL/Rugby Union stars. Access via the Prime Effect app, 10-15 minutes daily, designed to enhance mental health and wellbeing.
• 10-day Mental Wellbeing Kickstarter A digital mental fitness program featuring a 10-day journey with daily coaching and evidence-based mental fitness strategies, presented by Australian athletes including David Shillington. Participants unlock a 'play of the day' via video through the Prime Effect app, complete daily activities, and receive motivational coaching.
• Mental Health First Aid Training Accredited Mental Health First Aid Australia training delivered by qualified coaches including Master Instructor David Shillington. Includes Standard MHFA for adults and Youth MHFA for those working with young people. Courses teach signs and symptoms of mental health problems and practical skills to support someone experiencing mental health challenges or crisis.
• Corporate Workshops Interactive workshops for corporate clients delivered in-person or online, addressing challenges including motivation, resilience, culture, communication, conflict resolution, leadership, and giving/receiving feedback. Options include 30-90 minute booster workshops, half/full day deep dives, and multi-week transformational programs. Corporate packages start from $750 per group.
• Match Fit A psychologically informed intervention for jobseekers whose participation is affected by stress, change, emotional load, or difficulty adjusting to new environments. Delivered by allied health professionals in a trauma-informed group environment, focusing on awareness of emotional and social factors influencing participation.
• IGNITE A targeted behavioural support intervention for jobseekers experiencing barriers to employment including disengagement, avoidance, or inconsistent follow-through. A long-term behaviour change program delivered by qualified allied health professionals, helping participants identify goals and value systems.
• EMPLOY A structured, trauma-informed intervention for jobseekers experiencing housing instability or complex life circumstances whose participation is affected by disrupted routine, unstable living conditions, or limited access to supports. Focuses on how housing, routine, and daily realities influence attendance and engagement.
• GAME ON! A structured, allied health-informed intervention for long-term jobseekers whose participation is affected by disrupted routine, reduced daily structure, fluctuating energy levels, or difficulty re-engaging with consistent activity. Addresses everyday functioning, routine, energy, and participation factors.
• Club Wellbeing Leader Program A practical and affordable mental health leadership system for junior sporting clubs, including Youth MHFA accreditation, Club Wellbeing Leadership Module training, a complete Club Wellbeing Toolkit with incident response flowcharts and templates, and ongoing support via monthly leader network webinars.
• EQ-i 2.0 Emotional Intelligence Training Leadership development program using the world's leading Emotional Intelligence assessment tool (EQ-i 2.0) as the basis for EQI training and assessment. Equips leaders with skills to inspire, motivate, and lead high-performing teams.

Quantifiable outcome

• 96% of participants recommend Prime Effect programs to others
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Smiling Mind: Australian digital mindfulness and mental fitness platform offering workplace, education, and community programs. Highly comparable as another Australia-headquartered mental wellbeing app targeting employers, schools, and sporting/community organisations.
• Assure Programs: Australian EAP and workplace mental health provider delivering counselling, training, and wellbeing programs to corporate and government clients — directly overlapping Prime Effect's corporate and government segments.
• PeopleSense (by Altius): Australian EAP, manager training, and workplace wellbeing provider. Comparable sales motion into HR/people leaders, similar workshop-plus-subscription mix, and overlapping customer profile.

Broad incumbents

• Lyra Health: Global workplace mental health platform combining EAP, teletherapy, and self-serve digital tools. Comparable enterprise sales motion, though at much larger scale and with broader clinical network depth.
• Modern Health: Global employer-sponsored mental health platform offering therapy, coaching, and self-guided content. Competes with Prime Effect for enterprise mental wellbeing budgets, particularly multinational employers in Australia.
• Converge International: One of Australia's largest EAP and organisational psychology providers, offering clinical counselling, manager support, and critical incident services. A larger incumbent competing for the same corporate mental wellbeing budgets.
• Headspace (National Youth Mental Health Foundation): Australia's flagship youth mental health organisation with school and community programs. Adjacent on the schools/youth segment and brand recognition in Australian mental health, though not a direct corporate competitor.

Emerging players

• Mentally Well: Australian workplace mental health provider offering workshops, training, and eLearning to corporate and sporting clients. Closely comparable workshop-plus-eLearning product mix and similar customer profile.
• This Is Me: Australian workplace mental health platform focused on stigma reduction and lived-experience storytelling. Comparable target audience (corporates, schools) but a narrower content-and-campaign model versus Prime Effect's clinical-plus-app model.

Others

• Black Dog Institute: Australian medical research institute and provider of workplace and clinician mental health programs. Comparable on evidence-based intervention design and Australian footprint; not a direct sales competitor but sets clinical standards in the same space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/prime-effect

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Prime Effect