Ladder
Ladder is an Australian non-profit and the official charity of the AFL Players' Association that delivers mentoring and youth development programs to disadvantaged young people across Victoria and NSW.
- Company typePrivate
- Founded2007
- HeadquartersCarlton North, Australia
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ladder does
Ladder, legally The Trustee for The Ladder Project Foundation (ABN 28 906 729 988), is an Australian non-profit charitable organization founded in 2007 and headquartered in Albert Park, Victoria, with an additional operational office in Morwell, Victoria (Ladder Step Up Latrobe Valley). The organization operates as the official charity of the AFL Players' Association and delivers youth development and mentoring programs to young people experiencing disadvantage, including those facing homelessness, family breakdown, social isolation, unemployment, or disengagement from education. Its core programs comprise Step Up Latrobe Valley, Step Up Online, Step Up Schools, Reconnect (NSW), Ladder Mentoring (one-on-one), Ladder Group Mentoring, and the Latrobe Health Assembly-funded Surviving Adolescence parenting pilot. Programs are delivered in Victoria and NSW through direct program delivery, school partnerships, and community organizations, with referral intake via the website.
The organization's core differentiator and operating asset is its embedded relationship with the AFL and AFLW playing cohort. Ladder was established by three AFL players and continues to channel an annual contribution of AUD 238,050 from AFL Players' Care, funded by players donating $25 per senior match played. AFL and AFLW players serve as mentors, club partners (Essendon, Carlton, North Melbourne Football Clubs) provide in-kind access and event hosting, and partnerships with Swinburne University (Emerging Leader / Early Leader certificates) and alffie (online mentor training) build the mentor pipeline. In the most recently disclosed period, Ladder reported 2,093 service delivery hours, 84% of Step Up participants engaged in education/training/employment post-program, and 100% of Step Up participants showed improvement in self-efficacy, social functioning, and daily living skills.
Ladder's revenue model is donation-only: programs are free to participants. Sources include the AFL Players' Care grant, tiered individual donations (AUD 25-1,000, tax-deductible from AUD 2), and merchandise sales (Premiership Cup pins at AUD 10 each during the AFL Finals Series, sold at MCG Shops, AFL Record stands, and online). Headcount is reported in the 11-50 range. Distribution is primarily domestic Australian, with a national media footprint via AFL channels. As of February 2026, Chris Wilborn serves as Acting Chief Executive Officer of Ladder Project Limited, following a leadership transition. No commercial technology product, API, or proprietary software platform is offered; the underlying technology stack is limited to standard nonprofit operational tools (Microsoft Office Forms, an internal identity provider).
Ladder firmographics
Firmographics- Name
- Ladder
- Legal name
- The Trustee for The Ladder Project Foundation
- Website
- https://ladder.org.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ladder is an Australian non-profit and the official charity of the AFL Players' Association that delivers mentoring and youth development programs to disadvantaged young people across Victoria and NSW.
- Ownership category
- akta.pro rank
Ladder industry classification
Industry- Product category
- Youth Development and Mentoring Services
- NAICS
- Child and Youth Services (62411), Other Individual and Family Services (624190), Educational Support Services (611710)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)
- akta.pro secondary industries
- Student Mentoring & Peer Support Programs (EDAJALAL), Peer Support, Mentoring & Student Leadership (SEL) (EDAKAMAO), Youth Housing, Foster Care & Wraparound Support (Education-Linked) Nonprofits (BPAGADAO)
Keywords
Where Ladder is headquartered
LocationHeadquarters
- HQ city
- Carlton North
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Ladder business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- AFL Players' Care Donations: AFL players donate $50 for every senior match they play, with $25 directed to Ladder. The organization receives $238,050 annually through this initiative.
- Public Donations: Ladder relies on community support and tax-deductible donations from individuals to deliver programs. Donation tiers range from $25 to $1,000 for various program supports.
- Premiership Cup Pins: Ladder sells official AFL Premiership Cup pins for $10 each during the AFL Finals Series to raise awareness and vital funds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Free programs for eligible young people |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Ladder product offering
Product offeringCore offering
Ladder is an Australian nonprofit charity that delivers free youth development and mentoring programs to young people experiencing disadvantage. Its core services include one-on-one mentoring, group mentoring, structured pathways programs such as Step Up Latrobe Valley, Step Up Schools, Community Partnerships, and the Surviving Adolescence parenting program, supported by AFL and AFLW player mentors.
Product overview
Ladder is a charitable organization — the official charity of the AFL Players' Association — that delivers youth development and mentoring programs rather than a commercial technology product or software platform. Its core offerings are social-service programs (Step Up, Step Up Online, Step Up Schools, Mentoring, Group Mentoring, Surviving Adolescence), merchandise (Premiership Cup pins), and donation/fundraising mechanisms. No structured product portfolio, module architecture, or SaaS offering is described in the source material.
Differentiator
Problem solved
Functional benefit
Products and services
- Step Up Latrobe Valley A structured youth development program delivered in the Latrobe Valley that helps young people build on their strengths and explore different education, employment, and training pathways. Free to eligible participants.
- Ladder Mentoring One-on-one mentoring program that pairs young people with AFL and AFLW players and trained volunteer mentors to build self-efficacy, social functioning, and life skills.
- Ladder Group Mentoring Group-based mentoring program delivering shared mentoring experiences to young people in need, typically in community or school settings.
- Step Up Schools Program School-based program that assists schools to engage and retain students at risk of disengaging from education through Ladder mentoring and pathway support.
- Community Partnerships Partnership program that enables Ladder to implement aspects of its successful youth programs in a variety of settings through collaboration with other organizations.
- Reconnect Youth reconnection program listed within Ladder's service portfolio, supporting young people to re-engage with education, training, and community.
- Surviving Adolescence Program A two-year parenting pilot program supporting parents and carers of young people in the Step Up Latrobe Valley program, funded by the Latrobe Health Assembly.
- Premiership Cup Pins Official AFL Premiership Cup pins sold for $10 each during the AFL Finals Series at AFL Record stands, MCG Shops, and online to raise funds and awareness for Ladder.
Quantifiable outcome
- 84% of Step Up program participants engaged in education, training or employment post-program
- +2 more outcomes
Companies that use Ladder
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles3 records
Ladder technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ladder partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and supporting.
- AFL Players' AssociationcoreLadder is the official charity of the AFL Players' Association. All AFL and AFLW players support Ladder through the AFL Players' Care initiative, donating $25 per senior match played. The organization was established by three AFL players in 2007.
- Swinburne University of TechnologysupportingLadder partners with Swinburne University's Emerging Leader and Early Leader Programs. Mentors who complete the 12-month formal mentoring program are eligible for the Emerging Leader Community Engagement Certificate. Mentees are eligible for the Early Leader Career Development Certificate.
- alffiesupportingLadder partnered with alffie, a Registered Training Organisation, to develop and deliver an online training program for prospective Ladder mentors. alffie creates innovative, engaging online learning experiences.
- Essendon Football ClubsupportingEssendon Football Club supports Ladder through player involvement and hosting events. Bomber's legend Mark Bolton was one of the three founding members and inaugural CEO of Ladder from 2007-2016.
- Carlton Football ClubsupportingCarlton Football Club welcomes Ladder participants for exclusive club tours and training viewings, providing meaningful experiences with AFL players.
- North Melbourne Football ClubsupportingNorth Melbourne Football Club proudly stands beside Ladder in the shared mission to empower young people. The club has supported Ladder through player involvement and advocacy, creating powerful opportunities for connection between players and Ladder participants.
- Gippsland WatersupportingGippsland Water has provided site visits for Ladder participants to learn about employment pathways and has supported Ladder Step Up Latrobe Valley with water bottles for young people.
- TAFE GippslandsupportingLadder participants attend tours of TAFE Gippsland to explore further education opportunities and pathways.
- CFA Morwell Fire StationsupportingLadder participants attend industry tours of CFA Morwell Fire Station to explore career pathways and learn about firefighting as a profession.
- Monash UniversitysupportingMedical students on placement from Monash University engage with Ladder participants in activities like the Services scavenger hunt, building rapport and learning about local support services.
- AFLcoreLadder is featured by the AFL during the Toyota AFL Finals Series. The AFL is a major supporter of Ladder, providing visibility and support through AFL media channels.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Ladder competitors and assessment
Company assessmentBroad incumbents
- Mission Australia: National community services organization running youth programs, housing, and employment services. Comparable in youth homelessness/employment focus but operates at significantly larger scale and scope.
- headspace (National Youth Mental Health Foundation): Australian national youth mental health foundation with a network of centres supporting 12–25 year olds. Comparable target demographic and youth wellbeing mandate, though focused on clinical mental health.
- The Smith Family: Large national Australian charity supporting disadvantaged children and young people through education, sponsorship, and learning programs. Comparable in youth disadvantage focus but operates at materially larger scale.
- Berry Street Victoria: Major Victorian non-profit delivering child, family, and youth services including education, housing, and mental health support. Overlapping in Victorian youth services footprint and wraparound support mission.
Direct peers
- YSAS (Youth Support and Advocacy Service): Victorian non-profit delivering specialist alcohol, drug, and mental health support for young people. Direct peer working with vulnerable youth in the same state, with overlapping referral cohorts.
- Big Brothers Big Sisters Australia: Australia's largest youth mentoring charity, matching adult volunteers with young people facing adversity. Closely comparable one-on-one and group mentoring model targeting disadvantaged youth.
- Whitelion: Australian non-profit providing youth mentoring and reintegration programs for at-risk young people. Direct peer in youth mentoring, education-to-employment pathways, and volunteer-driven service delivery models.
Others
- Sponsor a Child / Plan International Australia: Large Australian development and child welfare non-profit. Comparable donation-funded model and youth-development mission but operates internationally rather than domestically focused.
Regional players
- Australian Childhood Foundation: Australian non-profit focused on child and adolescent trauma, abuse prevention, and recovery programs. Comparable population of at-risk youth and therapeutic program delivery.
- Yfoundations (Youth Accommodation Association): Australian peak body for youth homelessness services. Comparable mission around supporting young people facing homelessness, including Ladder participants with housing instability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ladder social profiles
Digital presenceLadder financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ladder leadership team
Management profileNumber of profiles
Profiles3 records
Ladder funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ladder 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 Ladder
What does Ladder do?
Ladder is an Australian nonprofit charity that delivers free youth development and mentoring programs to young people experiencing disadvantage. Its core services include one-on-one mentoring, group mentoring, structured pathways programs such as Step Up Latrobe Valley, Step Up Schools, Community Partnerships, and the Surviving Adolescence parenting program, supported by AFL and AFLW player mentors.
Is Ladder a public or private company?
Ladder is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Ladder founded?
Ladder was founded in 2007. It employs 11 to 50 people.
Where is Ladder based?
Ladder is headquartered in Carlton North, Australia, in the Oceania region.
How does Ladder make money?
Three revenue lines are on record. AFL Players' Care Donations are the primary driver. The others are public Donations and premiership Cup Pins.
Who are Ladder's main competitors?
Broad incumbents on record are Mission Australia, headspace (National Youth Mental Health Foundation), The Smith Family and Berry Street Victoria. Direct peers are YSAS (Youth Support and Advocacy Service), Big Brothers Big Sisters Australia and Whitelion. Sponsor a Child / Plan International Australia is listed as an others. Regional players are Australian Childhood Foundation and Yfoundations (Youth Accommodation Association).
Does Ladder have an API?
No public API is recorded for Ladder.
What industry is Ladder in?
Ladder's product category is Youth Development and Mentoring Services. Its primary akta.pro industry code is BPAGADAD, Youth Mentoring & Positive Youth Development Nonprofits, with a secondary code of EDAJALAL, Student Mentoring & Peer Support Programs. Its NAICS code is 62411 and its SIC code is 8300.