The License Trade Charity

What The License Trade Charity does

The Licensed Trade Charity (LTC), founded in 1793 and registered as Charity No. 230011 in England and Wales, is the UK's only charity dedicated exclusively to supporting people working in or previously employed in the licensed hospitality sector. LTC operates a portfolio of free services for beneficiaries — including a 24/7 helpline (0808 801 0550), a digital Wellbeing Platform with 6,500+ sector-specific resources, live chat with wellbeing professionals, confidential counselling (average 1-day matching vs. NHS 126-day wait), management support line, critical incident support, and means-tested financial grants. In 2025, LTC supported approximately 45,000 people (+12.5% YoY), handled over 6,037 helpline calls, and awarded £1,896,632 in grants (+20% YoY).

The charity funds itself through two primary streams: donations and fundraising events (JOGLE Pub Run, Awards Dinner, corporate sponsorships from Lucky Saint, Thatchers, Star Pubs, Punch Pubs), and a sustainable income-generating Education Group comprising five schools (LVS Ascot, LVS Hassocks, LVS Oxford, Claires Court, and Kennington School opening September 2026). Strategic partnerships extend LTC's reach and capabilities: with BII (13,000+ members), KAM (Wellbeing at Work research), CiC (EAP and critical incident support), Anchor Hanover (housing for over-55s), and nudge (financial wellbeing tools). The charity holds HM The King as Royal Patron and is led by CEO Chris Welham. All services are provided free of charge to eligible beneficiaries, with 100% of donations directed to support.

Name

The License Trade Charity

Legal name

Licensed Trade Charity

Website

https://licensedtradecharity.org.uk

Company type

Private

Founded year

1793

Operating status

Operating

Headcount range

11–50 employees

Short description

The Licensed Trade Charity (founded 1793, Charity No. 230011) is the UK's only charity dedicated to supporting people working in or previously employed in licensed hospitality, providing free 24/7 wellbeing support, financial grants, and counselling to approximately 45,000 beneficiaries annually.

Ownership category

akta.pro rank

Product category

Charity Wellbeing and Financial Support Services

NAICS

Grantmaking and Giving Services (8132), Individual and Family Services (6241), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090), Services-Educational Services (8200)

akta.pro primary industry

Public Charities & Grantmaking Intermediaries (BPAGAKAE)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGACAD), Cash & Voucher Assistance (CVA) and Emergency Livelihood Support (BPAGAAAJ)

Keywords

• Charity wellbeing services
• Hospitality financial grants
• Licensed trade support
• Employee assistance programme
• Critical incident support

Headquarters

HQ city

Newbury

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: LTC relies on donations from individuals, companies, and supporters in the licensed hospitality industry. Fundraising activities include the LTC JOGLE Pub Run challenge, LTC Awards Dinner, and general fundraising events.
2. Education Group: LTC operates the LTC Education Group, a charitable family of schools including LVS Ascot (day and boarding), LVS Hassocks, LVS Oxford, Claires Court, and the upcoming Kennington School. Schools generate sustainable income reinvested into the charity.
3. Membership Programme: Friends of LTC membership tiers (Full and Associate members) provide industry engagement and support. Membership is free and by invitation only.
4. Partnership Sponsorships: Corporate sponsors support LTC events and initiatives, such as JOGLE Pub Run sponsors (Lucky Saint, Avani Solutions, Thatchers Cider, Star Pubs, Punch Pubs).

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

The Licensed Trade Charity is a UK registered charity (Charity No. 230011) founded in 1793 that provides free wellbeing, financial, and practical support services to current and former workers in the licensed hospitality sector. Its portfolio includes a 24/7 helpline, an online Wellbeing Platform, means-tested financial grants, counselling, critical incident support, an Employee Assistance Programme for employers, and the LTC Education Group of independent and specialist autism schools whose surpluses fund charitable activities.

Product overview

The Licensed Trade Charity (LTC) operates a portfolio of interconnected support services for the licensed hospitality sector. The core offering consists of the 24/7 Helpline (0808 801 0550), LTC Wellbeing Platform (offering 6,500+ resources with live chat and counselling), Financial Grants (means-tested hardship support), Management Support Line, Critical Incident Support (via CiC partnership), and Practical Advice covering housing, health, education, and employment. The charity also provides an Employee Assistance Programme (EAP) refreshed in 2025 with CiC, and partners with nudge for financial wellbeing tools. The LTC Education Group represents a distinct arm encompassing LVS Ascot, LVS Hassocks, LVS Oxford, Claires Court, and the upcoming Kennington School, which generates income reinvested into charitable services. Additional offerings include research publications (Wellbeing at Work Research with KAM), educational guides (Neurodiversity, Sleep), the LTC Talks Podcast, LTC Wellbeing Calculator, membership programs (Friends of LTC), and fundraising events (LTC JOGLE Pub Run, LTC Awards Dinner). The model ensures 100% of donations go to supporting people in licensed hospitality.

Differentiator

Problem solved

Functional benefit

Brands

• LTC Wellbeing Platform: Free online platform providing practical tools, guidance, and support including live chat with wellbeing professionals, counselling access, and thousands of articles, guides and videos.

Products and services

• LTC Wellbeing Platform Free digital platform providing over 6,500 sector-specific resources for licensed hospitality workers, including articles, guides, videos, live chat with wellbeing professionals, and confidential one-to-one counselling access.
• 24/7 Helpline Free, confidential helpline available 24/7/365 providing emotional support, financial guidance, and practical advice to current or former licensed hospitality workers.
• Financial Grants Non-repayable, means-tested financial grants for individuals and families experiencing hardship, covering essential living costs, family/education expenses, health-related costs, moving/housing costs, and short-term financial support.
• Management Support Line Free 24/7 helpline providing licensed drinks trade managers with consultancy and tips for dealing with people problems, staff wellbeing support, conflict resolution, and managing personal stress.
• Critical Incident Support Emergency support partnership with CiC for hospitality teams experiencing workplace trauma including flood, fire, violence, abuse, or death, including project management, immediate aftermath support, and ongoing assistance.
• LTC Education Group Charitable family of independent schools including LVS Ascot (day and boarding), LVS Hassocks and LVS Oxford (specialist autism day schools), Claires Court, and upcoming Kennington School, generating sustainable income reinvested into the charity.
• Employee Assistance Programme (EAP) Refreshed EAP delivered in partnership with CiC, offering wellbeing resources and support services for hospitality operators to provide to their teams.
• LTC Wellbeing Calculator Online tool helping hospitality employers calculate the costs of poor employee health and wellbeing, including absenteeism costs and potential ROI from wellbeing investments.
• nudge Financial Wellbeing Tools Free financial education platform (nudgeforltc.com) providing budget planning, financial health checks, and life stage guidance, paid for by the Licensed Trade Charity and available to anyone in the licensed hospitality trade.
• Wellbeing Support Mental health and emotional wellbeing services including 24/7 helpline access, counselling with average one-day matching time, and access to thousands of resources for stress and anxiety support.
• Practical Advice Expert guidance network covering housing, health, education, and employment matters, leveraging over 200 years of experience supporting people in the licensed hospitality sector.
• Managed Referral Service Service allowing managers, HR or licensees to refer staff members for support with consent-based sharing of details for direct contact.
• Friends of LTC Membership Membership programme for industry colleagues including Full Members (current/former hospitality workers) and Associate Members (suppliers), offering news updates, event access and Wellbeing Platform access.

Quantifiable outcome

• 45,000 people supported in 2025 (12.5% increase from 2024)
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• The Pub Show 2026coreGTM or Marketing Partner · 1 March 2026LTC is a charity partner of The Pub Show 2026, the UK's only dedicated trade event for the pub industry taking place at ExCeL London from 30 March to 1 April 2026. Event brings together licensed hospitality community for connection, insight and inspiration.
• Lucky SaintcoreGTM or Marketing Partner · 1 January 2026Lucky Saint, an alcohol-free beer brand, partners with LTC for the 'Thou Shalt Go To The Pub' campaign. Lucky Saint is making a donation to LTC to help fund practical, emotional and financial support for hospitality workers. LTC is also participating in the campaign that gives away 100,000 free pints across 1,000+ pubs.
• British Institute of Innkeeping (BII)coreStrategic or Co-development Partner · 1 January 2025BII and LTC partnership announced at the inaugural LTC Wellbeing Conference. The collaboration brings together BII's expertise in business development (13,000+ members) and LTC's dedication to personal support, ensuring pub professionals have access to comprehensive support combining business guidance with wellbeing resources.
• KAM (KAM Insights)coreStrategic or Co-development PartnerLTC partnered with KAM for Wellbeing at Work research, delivering comprehensive studies on sleep, stress, and employee wellbeing across the pub, bar and brewing sector. Research informs LTC's practical guides and employer support.
• CiC (Critical Incident Support Partnership)coreStrategic or Co-development PartnerLTC works in partnership with CiC to provide guidance, advice and support for those who have experienced critical incidents in the workplace. CiC provides trained workplace wellbeing experts for the Management Support Line and critical incident services.
• Anchor HanoverminorStrategic or Co-development PartnerLTC has partnered with Anchor Hanover, a not-for-profit provider of secure, affordable housing for individuals over 55. The partnership prioritises housing applications for those who have worked in licensed hospitality for at least five continuous years, significantly reducing waiting times.
• nudgecoreGTM or Marketing PartnerLTC partnered with nudge, a financial education platform, to offer free financial wellbeing tools including a financial health check, budget planner, and 'Money Moments' guidance. Available free to anyone in the trade who has worked in licensed hospitality for 3 days or 30 years.
• Star PubsminorGTM or Marketing PartnerStar Pubs is hosting a community day on 21st July 2026 as part of the LTC JOGLE Pub Run in Edinburgh. Star Pubs is also registered as a decision-maker for The Pub Show 2026.
• Punch Pubs & CominorGTM or Marketing PartnerPunch Pubs & Co is hosting a community day on 30th July 2026 as part of the LTC JOGLE Pub Run in Shrewsbury. Punch Pubs team members spoke at the LTC Wellbeing Conference.
• Thatchers CiderminorGTM or Marketing PartnerThatchers Cider is sponsoring the LTC JOGLE Pub Run and hosting a community day on 5th August at Thatcher's Farm in North Somerset.
• Avani SolutionsminorGTM or Marketing PartnerAvani Solutions is a sponsor of the LTC JOGLE Pub Run, helping make the event possible.
• Gary McKee MBE (Marathon Man)minorGTM or Marketing PartnerGary McKee MBE is joining the full 900-mile journey of the LTC JOGLE Pub Run from John O'Groats to Land's End (13 July to 11 August 2026). After completing 365 marathons in 365 days and raising over £1.3 million for charity, Gary brings significant fundraising capability.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mind (UK): Large UK mental health charity with broad public reach and counselling/helpline services; not hospitality-specific but provides overlapping wellbeing capability that beneficiaries could use.
• Workplace Options (EAP): Large global EAP and wellbeing provider; represents the commercial competitive set that LTC's bespoke hospitality EAP (via CiC) is positioned against.
• Citizens Advice: UK national advice network covering housing, benefits, employment, and health — overlapping with LTC's Practical Advice proposition for beneficiaries.

Emerging players

• The Burnt Chef Project: UK hospitality-focused mental health and anti-stigma campaign with charity arm; narrower mental health focus but operates in the same beneficiary pool and often collaborates rather than competes.

Others

• CiC (Care First / CiC EAP): UK EAP and critical incident support provider delivering the Management Support Line and refreshed EAP for LTC; an enabling partner rather than direct competitor.
• British Institute of Innkeeping (BII): UK trade association for the licensed hospitality retail sector and a Core strategic partner of LTC; not a peer service provider but a critical channel partner shaping LTC's reach.

Direct peers

• Only a Pavement Away: UK hospitality charity focused on helping people facing barriers to employment into work in hospitality, including ex-offenders and homeless individuals; overlaps with LTC beneficiary segments.
• Rainy Day Trust: UK charity providing financial, practical, and wellbeing support specifically to people working in the retail sector; analogous sector-vertical model to LTC's hospitality focus.
• Hospitality Action: UK charity dedicated to hospitality workers, providing welfare, financial grants, and wellbeing services — the closest direct competitor to LTC in mission and beneficiary base.
• Retail Trust: UK charity supporting retail workers with helpline, counselling, grants, and EAP-style services — comparable single-sector workforce model and service mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/ltcharity
• Xx.com/LTCharity

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 The License Trade Charity