Wimbledon Guild
Wimbledon Guild is a 1907-founded Merton community charity providing emotional, financial and practical support — including counselling, befriending, grants, activities and a community café — to residents of the London Borough of Merton.
- Company typePrivate
- Founded1907
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Wimbledon Guild does
Wimbledon Guild is a registered charity (Charity No. 200424, Company No. 383330) founded in 1907 and headquartered in Wimbledon, London, delivering emotional, financial and practical support services to residents of the London Borough of Merton. The charity operates a multi-service community welfare platform spanning four functional pillars: (1) mental health support via Talking Therapies, delivered in partnership with NHS South West London St George's Mental Health Trust, the Integrated Care Board and Merton IAPT, including counselling on a £10–£80 sliding scale and free support groups; (2) welfare and financial help through one-off grants (483 distributed in the last year), Citizens Advice partnership, and the Warm & Well in Merton energy advisory programme; (3) social connection through a Befriending service (140+ volunteers, Quality in Befriending Excellence accredited), an Activities programme for over-50s, Merton Moves exercise classes, and a HomeFood Café; and (4) independent-living support including benefits advice and transport assistance.
The underlying operating model is volunteer-powered and location-distributed: services are delivered at the Guild House HQ (currently undergoing refurbishment until early 2027), Drake House, WG Morden, Wimbledon Methodist Church, and a volunteer-managed no-dig Community Garden whose produce feeds the café. Distribution is via self-referral, professional referral, walk-in, home visits, telephone befriending and online sessions via Zoom. Technology is limited to commodity tools (Mailchimp, Beacon Forms, Microsoft Forms) with no proprietary platform.
The revenue model is a hybrid of donations and legacies, corporate partnerships and Charity-of-the-Year sponsorships, community fundraising events (Waggy Walk, Merton Live, Christmas Carol Service, Charity Bridge Afternoon, Christmas in the Village, Mayor's Summer Raffle), low-cost counselling fees on a sliding scale, café unit sales (£5.50 mains, £2 desserts), and grants from the National Lottery Community Fund and Merton Council. Customers/beneficiaries are segmented primarily by need rather than willingness to pay — older adults aged 50+ are the dominant segment, with additional cohorts for adults with mental health needs, financially struggling residents, refugees/asylum seekers, and housebound individuals.
Wimbledon Guild firmographics
Firmographics- Name
- Wimbledon Guild
- Legal name
- Wimbledon Guild
- Website
- https://wimbledonguild.co.uk
- Company type
- Private
- Founded year
- 1907
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Wimbledon Guild is a 1907-founded Merton community charity providing emotional, financial and practical support — including counselling, befriending, grants, activities and a community café — to residents of the London Borough of Merton.
- Ownership category
- akta.pro rank
Wimbledon Guild industry classification
Industry- Product category
- Charitable community support services
- NAICS
- Other Individual and Family Services (62419), Civic and Social Organizations (813410), Grantmaking and Giving Services (8132)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Community Centers & Neighborhood Support Services (BPAGAEAL)
- akta.pro secondary industry
- Recreational Outings, Community Participation & Mobility Support (Non-Clinical) (HSABAAAI)
Keywords
Where Wimbledon Guild is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Wimbledon Guild business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Donations and Fundraising: Individual donations, one-off and regular contributions, gifts in Wills, and funds raised through community events and fundraising activities.
- Corporate Partnerships: Partnerships with local businesses including team volunteering, charity of the year programmes, event sponsorship, and HomeFood Café/Activities sponsorship.
- Community Events: Revenue from ticket sales, raffles, and auctions at fundraising events including Waggy Walk, Merton Live, Christmas Carol Service, Charity Bridge Afternoon, and Christmas in the Village.
- Low-cost Counselling Services: Fees for Talking Therapies counselling services ranging from £10 to £80 per session based on annual income, providing low-cost mental health support.
- Community Café Sales: HomeFood Café generates revenue through sale of meals at £5.50 for main dishes and £2 for desserts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Weekly | Talking Therapies - Sliding scale fees from £10 to £80 per session based on annual income |
| Unit Pricing | Pay-as-you-go | HomeFood Café - Main dishes £5.50, Desserts £2.00 |
| Freemium | Pay-as-you-go | Activities - Free with priority to Merton residents |
| Freemium | Free | Courses and workshops - Free to attend |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Wimbledon Guild product offering
Product offeringCore offering
Wimbledon Guild is a community charity that delivers emotional, practical, and financial support services to residents of the London Borough of Merton, including befriending, talking therapies (counselling), welfare grants, community activities, a community café (HomeFood Café), a community garden, and physical wellbeing programmes such as Merton Moves, Warm & Well in Merton, Staying Independent and WG Morden. Most services are free or low-cost, delivered by paid staff alongside 140+ trained volunteers across physical venues, telephone, home-visit and online (Zoom) channels.
Product overview
Wimbledon Guild is a community charity offering a comprehensive suite of practical help and support services for residents of Merton. The organisation operates as a unified service portfolio rather than a platform-plus-modules architecture, providing: core community services including an Activities Programme (clubs, classes, talks for over 50s), Befriending Service, Talking Therapies (mental health counselling and support groups), Financial Help and Grants, and Staying Independent support. Additional services include HomeFood Café, Community Garden, Merton Moves exercise programme, Warm & Well energy advice, and community events/fundraising activities. The charity also operates WG Morden as a secondary location. Services are delivered through staff, trained volunteers, and partnerships with organisations including Citizens Advice, Age UK Merton, and NHS Merton Talking Therapies. Guild House serves as the main headquarters with refurbishment planned through 2026 for completion in early 2027.
Differentiator
Problem solved
Functional benefit
Brands
- Merton Moves: A free 6-week pledge programme for over 60s with a physical health condition to stay active and healthy, including exercise classes and activities.
- HomeFood Café
- Talking Therapies
- Warm & Well in Merton
Products and services
- Befriending Service Volunteer-led befriending service reducing loneliness and social isolation for Merton residents, delivered through home visits, telephone calls and in-person contact by 140+ trained volunteers. The service operates to accredited befriending quality standards, including the Befriending and Quality in Befriending Excellence framework.
- Talking Therapies (Counselling) Counselling/talking therapies service for adult Merton residents experiencing mental health difficulties such as anxiety, low mood, bereavement and stress, offered on a free or sliding-scale basis and delivered in person, by telephone and online (Zoom).
- Financial Help and Grants (Welfare Grants) Welfare grants and financial assistance for Merton residents in hardship, helping meet essential costs where statutory support is unavailable or insufficient, funded through donations and grants.
- Activities Programme Daytime community activities, groups and social sessions for Merton residents designed to reduce isolation and offer opportunities for connection, learning and participation in community life.
- HomeFood Café Community café serving affordable, home-cooked food to Merton residents, functioning as a welcoming social space and access point into wider Wimbledon Guild services.
- Community Garden Accessible community garden space open to Merton residents, providing opportunities for outdoor activity, social participation, and therapeutic gardening alongside volunteer involvement.
- Merton Moves Exercise and movement programme for Merton residents, especially older adults, designed to support mobility, strength and physical wellbeing in a supportive, group setting.
- Warm & Well in Merton Warm Spaces and winter wellbeing programme providing warm venues, hot food, and wellbeing support to Merton residents at risk of cold-related hardship, particularly during winter months.
- Staying Independent Programme supporting older adults in Merton to continue living safely and independently at home, addressing risks of frailty and isolation through practical and emotional support.
- WG Morden Wimbledon Guild's local service hub in Morden delivering community-based support, advice and activities to residents in the east of the London Borough of Merton.
Quantifiable outcome
- Helped 4,000+ people in the community in the last year
- +4 more outcomes
Companies that use Wimbledon Guild
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
Wimbledon Guild technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Wimbledon Guild partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- Age UK MertoncoreCommunity services partner working together to support older people in Merton.
- Citizens Advice Merton & LambethcorePartnership to provide free advice about welfare benefits, debt, housing and employment at Wimbledon Guild premises.
- Merton ConnectedcoreLocal umbrella organization for community services in Merton.
- Merton CouncilcorePartnership with the London Borough of Merton including Warm & Well programme, welfare support scheme, and Guild House refurbishment support.
- South West London St George's Mental Health TrustcoreMental health trust providing Talking Therapies services in partnership with Wimbledon Guild.
- South West London Integrated Care BoardcoreNHS body overseeing integrated care partnerships including mental health services.
- British Association for Counselling and Psychotherapy (BACP)coreProfessional body for counselling and psychotherapy. Wimbledon Guild is a BACP member.
- Thinking WorkscorePartner in the Warm & Well in Merton initiative helping residents with energy costs and efficiency.
- Fundraising RegulatorcoreWimbledon Guild is a member of the Fundraising Regulator and agrees to fundraise in accordance with the Code of Fundraising Practice.
- Merton Talking Therapies (IAPT)coreNHS-provided talking therapies service working in conjunction with Wimbledon Guild's counselling services.
- South West London Integrated Care SystemcoreIntegrated care system partner for mental health services.
- Warm & Well PartnershipcorePartnership between Wimbledon Guild, Merton Council, Age UK Merton and Thinking Works to help residents concerned about energy costs.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Wimbledon Guild competitors and assessment
Company assessmentOthers
- Locality: UK membership network supporting community-led organizations including community centres and social service charities. Comparable as the sector infrastructure body that Wimbledon Guild belongs to, providing peer benchmarking rather than direct service competition.
Direct peers
- Independent Age: UK charity supporting older people to stay independent at home through advice, befriending, and grants. Directly comparable to Wimbledon Guild's Staying Independent and Befriending services for older residents.
- Re-engage: National charity combating loneliness in older adults through volunteer-led befriending and group activities. Comparable because Wimbledon Guild's befriending service and Quality in Befriending Excellence accreditation place it in the same specialized befriending category.
- Merton Connected: Umbrella body for community services in Merton. It is comparable because it convenes the same voluntary and community sector ecosystem in which Wimbledon Guild operates, with overlapping member organizations and beneficiaries across the borough.
- Citizens Advice Merton & Lambeth: Local Citizens Advice delivering welfare benefits, debt, housing, and employment advice from Wimbledon Guild premises under a partnership. Comparability is direct because both serve Merton residents with overlapping hardship, grants, and advice use cases.
- Age UK Merton: The local Age UK branch operating in the same Merton geography, providing overlapping services for older adults including information, advice, activities, and wellbeing support. Wimbledon Guild and Age UK Merton are also formal Warm & Well partners, reflecting deeply comparable beneficiary focus and delivery model.
Emerging players
- Turn2us: UK charity providing grants and welfare benefits support to people in financial hardship. Comparable as a specialized financial-hardship counterpart to Wimbledon Guild's grants and welfare offering, with overlapping beneficiary profile.
Broad incumbents
- Age UK: National charity brand for older people offering information, advice, befriending, and local activities. Comparable as the broader incumbent in the older-adult support space, of which Wimbledon Guild's activities and befriending programmes are a localized expression.
- Mind: Leading UK mental health charity delivering counselling, support groups, and information. Wimbledon Guild's Talking Therapies service directly overlaps Mind's core mental health support offering, with Mind operating as the broader incumbent in the same category.
- Royal Voluntary Service: National volunteer-led charity supporting older people through community services, hospital volunteering, and social connection. Comparable because Wimbledon Guild's volunteer-powered befriending, café, and activities model mirrors RVS's community service structure across the UK.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Wimbledon Guild social profiles
Digital presenceWimbledon Guild compliance and trust
Trust signalCompliance3 records
Wimbledon Guild financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wimbledon Guild leadership team
Management profileNumber of profiles
Profiles15 records
Wimbledon Guild funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wimbledon Guild 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 Wimbledon Guild
What does Wimbledon Guild do?
Wimbledon Guild is a community charity that delivers emotional, practical, and financial support services to residents of the London Borough of Merton, including befriending, talking therapies (counselling), welfare grants, community activities, a community café (HomeFood Café), a community garden, and physical wellbeing programmes such as Merton Moves, Warm & Well in Merton, Staying Independent and WG Morden. Most services are free or low-cost, delivered by paid staff alongside 140+ trained volunteers across physical venues, telephone, home-visit and online (Zoom) channels.
Is Wimbledon Guild a public or private company?
Wimbledon Guild is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Wimbledon Guild founded?
Wimbledon Guild was founded in 1907. It employs 51 to 100 people.
Where is Wimbledon Guild based?
Wimbledon Guild is headquartered in London, United Kingdom, in the Europe region.
How does Wimbledon Guild make money?
Five revenue lines are on record. Donations and Fundraising is the primary driver. The others are corporate Partnerships, community Events, low-cost Counselling Services and community Café Sales.
Who are Wimbledon Guild's main competitors?
Locality is listed as an others. Direct peers are Independent Age, Re-engage, Merton Connected, Citizens Advice Merton & Lambeth and Age UK Merton. Turn2us is listed as an emerging player. Broad incumbents are Age UK, Mind and Royal Voluntary Service.
Does Wimbledon Guild have an API?
No public API is recorded for Wimbledon Guild.
What industry is Wimbledon Guild in?
Wimbledon Guild's product category is Charitable community support services. Its primary akta.pro industry code is BPAGAEAL, Community Centers & Neighborhood Support Services, with a secondary code of HSABAAAI, Recreational Outings, Community Participation & Mobility Support (Non-Clinical). Its NAICS code is 62419 and its SIC code is 8300.