Millie's Trust

Name

Millie's Trust

Legal name

Millie's Trust

Website

https://milliestrust.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

First aid training and education

NAICS

Educational Support Services (611710), Educational Services (611), Educational Support Services (6117)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Emergency Response, First Aid/CPR/AED & Incident Management Training (BPAKAOAJ)

akta.pro secondary industries

Staff Training, Coaching & Professional Development (SEL/Mental Health) (EDAKAMAL), Emergency Education / Education in Emergencies (EiE) (BPADADAN)

Keywords

• First aid training
• Paediatric first aid
• Mental health first aid
• Nursery accreditation
• Workplace safety training

Headquarters

HQ city

Cheadle Hulme

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Training Course Fees: Revenue generated from various first aid and mental health training courses offered at different price points, ranging from awareness courses at £20-25 to full qualification courses at £85-220.
2. Product Sales: The organization operates a gift shop selling first aid products (kits, plasters, face shields), branded merchandise (hoodies, polo shirts), soft toys (giraffes), Christmas cards, and event tickets. Products ship within 3 working days with free UK shipping over £70.
3. Donations and Fundraising: The organization accepts donations through JustGiving and PayPal, organizes fundraising events, and encourages supporters to sign up for challenges through doitforcharity.com and easyfundraising.org.uk.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Millie's Trust delivers accredited first aid and mental health training courses to families, childcare professionals, and workplaces, along with the Millie's Mark gold-standard nursery accreditation scheme. The organisation operates as a Qualsafe Awards Registered Centre and MHFA England-approved instructor, offering paediatric first aid (12-hour qualification or blended), workplace first aid (EFAW and FAW), family awareness courses, and adult/youth Mental Health First Aid (including refresher courses). It supplements training income with a gift shop selling first aid products, branded clothing and merchandise, soft toys, and charity event tickets.

Product overview

Millie's Trust is a UK charity focused on first aid education and training, established in 2012 following the tragic death of Millie Thompson. The organisation operates as a training provider offering a portfolio of first aid and mental health courses, primarily through its head office in Cheadle Hulme and online via Zoom. The core product portfolio consists of accredited first aid training courses including 12 Hour Paediatric First Aid (available as traditional or blended formats), Level 3 Emergency and First Aid at Work qualifications, and Family First Aid courses ranging from 2-hour awareness sessions to full-day programmes. Mental Health First Aid training for both adults and youth is delivered by approved instructor Joanne Thompson. The Millie's Mark accreditation scheme, launched in 2015, provides gold-standard endorsement for childcare providers with 100% staff trained in paediatric first aid. Supporting products include first aid kits, supplies, reference books, branded merchandise (clothing, soft toys, Christmas cards), and charity fundraising events such as movie nights and golf days. In 2025, the organisation trained 3,354 people across 247 courses.

Differentiator

Problem solved

Functional benefit

Brands

• Millie's Mark: A gold-standard accreditation for nurseries and childcare settings where 100% of staff are trained in paediatric first aid, developed in partnership with the National Day Nurseries Association (NDNA).

Products and services

• 12 Hour Paediatric First Aid Course Full 12-hour Ofsted-compliant paediatric first aid qualification course delivered over 2 days at the Cheadle Hulme head office. Includes a paediatric first aid book and a certificate valid for 3 years. Aimed at nursery workers, childminders, and teachers needing statutory EYFS / OFSTED paediatric first aid certification.
• 12 Hour Paediatric First Aid Course (Blended) Blended version combining 6 hours of online pre-learning with 1 day of in-person practical training, delivering the same OFSTED-compliant paediatric first aid qualification. Priced at £85 per person, suiting learners needing flexible scheduling.
• Level 3 Emergency First Aid at Work (EFAW) 1-day Level 3 qualification course for employers identifying a need for an Emergency First Aider in the workplace, meeting HSE requirements. Priced at £90 per person.
• Level 3 First Aid at Work (FAW) 3-day comprehensive Level 3 qualification for individuals designated as workplace first aiders covering management of a range of injuries and illnesses, meeting HSE statutory requirements. Priced at £220 per person.
• Family First Aid Awareness Course (6 hours) Full-day awareness course covering essential first aid skills for parents, grandparents and carers. Not a qualification course. Suggested donation £25 per person; free places available for pregnant women, parents of children under 12 months, or those struggling financially.
• 2 Hour Basic Family First Aid Course Condensed 2-hour introductory course suitable for parents and carers; babies up to 12 months can attend. Delivered as morning or afternoon sessions in-person, plus Zoom online. Priced at £20 per person.
• Adult Mental Health First Aid (MHFA) Course 2-day Adult Mental Health First Aid qualification certifying participants as Mental Health First Aiders. Covers mental health awareness, practical skills to spot signs, and guidance to appropriate support. Delivered by an MHFA England approved instructor; certification valid 3 years. Priced at £100 per person (part-funded).
• Youth Mental Health First Aid (MHFA) Course 2-day Youth Mental Health First Aid qualification focused on the mental health and wellbeing of young people. Available in-house or via 4-session online format. Part-funded course priced at £100.
• Mental Health First Aid Refresher Courses 4-hour refresher courses for Adult and Youth MHFA-qualified practitioners to renew certification for a further 3 years. Available in-house and online formats. Priced at £100 per person.
• Private / Bespoke First Aid Training Bespoke in-house first aid training delivered at customer locations across all areas of first aid. Organisations contact [email protected] to arrange private group bookings.
• Millie's Mark Accreditation Gold-standard accreditation awarded to nurseries and childcare providers where 100% of staff are trained in paediatric first aid. The 3-6 month accreditation process involves NDNA mentorship, audit, risk assessment and spot checks. Provides parents with assurance of gold-standard paediatric first aid provision.
• Millie's Trust Charity Movie Night Fundraiser Charity movie night fundraiser event at The Light Cinema REDROCK, Stockport. Includes movie entry, popcorn and soft drink; £20 per person. Supports the trust's charitable mission.
• Millie's Trust Charity Golf Day 2026 Charity golf day at Cheadle Golf Club. Includes 18 holes with bacon butty, longest drive and nearest the pin competitions. £50 per person or £180 for a 4-ball team. Fundraiser for the trust's charitable mission.

Quantifiable outcome

• Trained 3,354 people in 247 courses in 2025 alone
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• National Day Nurseries Association (NDNA)coreStrategic or Co-development Partner · 12 March 2015NDNA is the key strategic partner for Millie's Mark accreditation. They produce case studies and guidance to support early years providers in meeting their responsibilities. NDNA mentors work with nurseries during the 3-6 month Millie's Mark accreditation process, conducting audits, risk assessments, and spot checks. Purnima Tanuku OBE, Chief Executive of NDNA, has publicly endorsed Millie's Mark as a fantastic achievement for the sector.
• Qualsafe AwardscoreTechnology or IntegrationQualsafe Awards is a recognized awarding organization for first aid qualifications. Millie's Trust operates as a Qualsafe Awards Registered Centre, delivering accredited qualifications that meet OFSTED requirements for early years settings.
• Cardiac Smart (North West Ambulance Service)minorStrategic or Co-development PartnerPartnership with North West Ambulance Service NHS Trust's Cardiac Smart initiative, which promotes defibrillator access and training in the community.
• UK Government / Department for EducationcoreStrategic or Co-development PartnerFollowing Millie's Trust's campaign with a 103,000+ signature petition, the Department for Education announced new legislation requiring all new nursery staff with level 2/3 qualifications to hold paediatric first aid certificates. The Government also endorsed Millie's Mark as a special certificate for gold-standard settings. Implementation expected by September 2016 for training requirements.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• British Red Cross: National charity offering workplace, paediatric, and mental health first aid training across the UK. Overlaps directly with Millie's Trust's course portfolio while operating with significantly larger training infrastructure and brand reach.
• St John Ambulance: The UK's largest first aid training provider, offering workplace, paediatric, and mental health first aid courses with a national footprint. Directly competes with Millie's Trust across workplace and paediatric first aid qualifications, but at substantially greater scale and breadth.

Direct peers

• Tigerlily Training: UK provider of paediatric first aid and workplace first aid qualifications targeting nurseries, childminders, and schools. Directly competes with Millie's Trust's 12-hour paediatric course for EYFS-compliant training of childcare staff.
• Mini First Aid: UK-based paediatric and family first aid training specialist delivering 2-hour and longer courses to parents, carers, and childcare professionals. Closely comparable niche focus on early years and family first aid, with a comparable workshop-based delivery model.
• Daisy First Aid: UK paediatric and family first aid training franchise delivering short courses to parents, nurseries, and schools. Highly comparable target audience (parents and early years settings), course structure, and pricing tier to Millie's Trust's family and paediatric offerings.

Others

• National Day Nurseries Association (NDNA): UK membership body for nurseries and early years providers, and core strategic partner for Millie's Mark. While not a training competitor, NDNA shapes demand for paediatric first aid training across its nursery membership and co-delivers the Millie's Mark accreditation pathway.
• MHFA England: Licensing body for Mental Health First Aid courses in England. Joanne Thompson is an MHFA England-approved instructor, and Millie's Trust delivers MHFA courses under this framework, making MHFA England an adjacent enabling partner rather than a competitor.
• Qualsafe Awards: Recognised awarding organisation for first aid and related qualifications in the UK. Millie's Trust operates as a Qualsafe Awards Registered Centre, so while Qualsafe is an accreditation partner rather than a competitor, it shapes the qualification framework in which Millie's Trust competes.

Emerging players

• NCT (National Childbirth Trust): UK charity supporting parents through pregnancy, birth, and early parenthood, including first aid courses for new parents. Partial overlap with Millie's Trust's family first aid courses, but NCT's broader parenting support remit makes it a partial rather than direct competitor.

Regional players

• Childminding UK: UK membership body providing training, resources, and paediatric first aid courses specifically for childminders. Directly comparable end-customer segment to Millie's Trust's nursery and childminder paediatric first aid offering, though smaller and more specialised in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Milliestrust
• Facebookfacebook.com/milliestrust
• LinkedInuk.linkedin.com/company/millie's-trust

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Millie's Trust