Action on Postpartum Psychosis

What Action on Postpartum Psychosis does

The business model is nonprofit and donation-driven. APP does not charge for its services; revenue is generated through individual donations, community fundraising activities (including marathon and fell running challenges), and grants from trusts, foundations, and institutional funders. External recognition includes the GSK IMPACT award and membership in the Maternal Mental Health Alliance and the Fundraising Regulator. The charity's competitive position rests on its specialized focus on postpartum psychosis, its lived-experience-led peer support workforce, co-produced clinical-grade content, and durable media and NHS relationships that are difficult for generalist maternal mental health organizations to replicate.

Name

Action on Postpartum Psychosis

Legal name

Action on Postpartum Psychosis

Website

https://app-network.org

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Action on Postpartum Psychosis is a UK national charity providing peer support, specialist information, and advocacy for women and families affected by postpartum psychosis, delivered through its website, NHS partnerships, and media-driven awareness campaigns.

Ownership category

akta.pro rank

Product category

Maternal Mental Health Charity Services

NAICS

Individual and Family Services (6241), Social Assistance (624)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG)

akta.pro secondary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

Keywords

• Postpartum psychosis support
• Perinatal mental health
• Peer support community
• Health professional training
• Mental health advocacy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: Charity receives donations from individuals who wish to support families affected by postpartum psychosis.
2. Fundraising activities: APP organizes and participates in fundraising challenges including running events (marathons, fell running challenges) and other fundraising activities.
3. Charitable grants: The charity receives grants from trusts, foundations and institutional funders including the GSK IMPACT award recognition.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Action on Postpartum Psychosis is a UK charity providing free, award-winning peer support, specialist information, and urgent help signposting to women and families affected by postpartum psychosis. It delivers services via an online peer support community, co-produced information resources and insider guides, training for healthcare professionals, research collaborations, and public awareness campaigns conducted through NHS partnerships, regional coordinators, and media collaborations.

Product overview

Action on Postpartum Psychosis (APP) is a national UK charity providing peer support, specialist information, and advocacy for families affected by postpartum psychosis. The organization operates a peer support community, publishes comprehensive educational resources and Insider Guides, delivers training for healthcare professionals, and conducts research into the condition. Services are delivered through its website and include urgent help resources, support for fathers and co-parents, information about mother and baby units, and awareness campaigns. APP collaborates with media productions to raise public awareness of postpartum psychosis.

Differentiator

Problem solved

Functional benefit

Products and services

• Peer Support Community Award-winning peer support service delivered to women and families affected by postpartum psychosis, provided online through the HealthUnlocked community forum and via regional coordinators and the NHS peer support service.
• Specialist Information Resources on Postpartum Psychosis Co-produced educational resources covering what postpartum psychosis is, symptoms, treatment options, parenting after postpartum psychosis, and how to support someone affected, produced with women, families, specialist clinicians, and academic experts for affected families and healthcare professionals.
• Training for Healthcare Professionals Training programmes designed for healthcare professionals to improve their understanding, recognition, and clinical care of families affected by postpartum psychosis, including symptom recognition, treatment, and mother and baby unit referral.
• Research Programmes on Postpartum Psychosis Collaborative research initiatives conducted by APP to investigate postpartum psychosis, including early symptoms, causes, and factors affecting recovery, contributing to the evidence base for treatment and support.
• Urgent Help Signposting Service Free, immediate support and guidance service for families experiencing a postpartum psychosis crisis, including signposting to emergency mental health services and specialist mother and baby units across the UK.

Quantifiable outcome

• Most women recover fully from postpartum psychosis with proper treatment and support
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Lime Pictures / HollyoakscoreGTM or Marketing Partner · 30 October 2025APP collaborated with Lime Pictures' Hollyoaks for a powerful new storyline featuring character Cleo McQueen experiencing postpartum psychosis. APP consulted with cast members and advised on storytelling to ensure accurate and sensitive portrayal. The storyline aims to help viewers and healthcare professionals recognise warning signs more quickly. Around 1,200 cases occur each year in the UK.
• Sampad (South Asian Arts)minorStrategic or Co-development Partner · 25 October 2022APP collaborated with Sampad to bring the No Bond So Strong film screening and Q&A event to Leicester. The event raised awareness of perinatal mental health including postpartum psychosis through personal stories and community engagement.
• Acacia Family SupportminorStrategic or Co-development Partner · 25 October 2022Partnered with Acacia Family Support on the No Bond So Strong film that addresses perinatal mental health including postpartum psychosis, providing multiple perspectives from mothers, relatives, and healthcare professionals.
• Channel 4 / Hollyoaks (Christmas 2020)coreGTM or Marketing Partner · 4 December 2020APP collaborated with Hollyoaks for a major Christmas 2020 storyline featuring character Liberty Savage experiencing postpartum psychosis. APP Director Dr Jess Heron and coordinators with lived experience worked with the production team since February 2020, commenting on scripts and reviewing footage.
• Mind and Bipolar UKcoreStrategic or Co-development Partner · 20 December 2015APP collaborated with mental health charities Mind and Bipolar UK to help create a major EastEnders storyline for Christmas 2015. The storyline featuring Stacey Branning becoming ill with postpartum psychosis required authentic portrayal of the condition. APP Trustees with personal and professional expertise commented on draft scripts and provided input to ensure accuracy.
• Maternal Mental Health AlliancecoreStrategic or Co-development PartnerAPP is a member of the Maternal Mental Health Alliance, a coalition working to improve the care and treatment of women and families affected by perinatal mental health issues.
• Fundraising RegulatorminorOthersAPP is registered with the Fundraising Regulator, demonstrating commitment to ethical fundraising standards and accountability.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NCT (National Childbirth Trust): UK charity supporting parents through pregnancy, birth, and early parenthood; overlaps in perinatal information, peer community, and fundraising audience, particularly around maternal mental health signposting.
• Home-Start UK: UK family support charity with volunteer-led peer support for parents with young children, addressing overlapping perinatal/family wellbeing needs and competing for similar local-authority and NHS family-support contracts.
• Postpartum Support International: US-based nonprofit dedicated to perinatal mental health including postpartum psychosis; provides peer support, training, and awareness comparable to APP's service model but operating transnationally rather than UK-only.
• Bipolar UK: UK charity supporting people affected by bipolar disorder, which has strong clinical overlap with postpartum psychosis (recurrence risk, treatment pathways); co-partnered with APP on the EastEnders storyline.
• Best Beginnings: UK charity focused on reducing health inequalities in the early years through co-produced resources and digital tools; comparable in co-production methodology and NHS-facing perinatal content delivery.
• PANDAS Foundation: UK charity dedicated to pre- and postnatal mental illnesses including postpartum psychosis; offers peer support, helpline, and awareness campaigns, directly competing for the same beneficiary and donor pool as APP.
• Acacia Family Support: UK charity supporting parents and families affected by perinatal mental health difficulties; co-produced the No Bond So Strong film with APP, operating in overlapping peer-support and awareness space.

Broad incumbents

• Mind: UK's largest mental health charity providing broad information, peer support, and campaigning; overlaps with APP's peer-support and information services but across the full spectrum of mental health conditions rather than postpartum psychosis specifically.
• Samaritans: UK-wide mental health charity providing listening support; broader mental health incumbent that intersects with APP's urgent help and crisis signposting pathways.

Others

• Maternal Mental Health Alliance: UK coalition of over 100 organisations (including APP) working to improve perinatal mental health services; comparable as a sector-shaping alliance and partner, though not a direct service competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ActionOnPP
• Facebookfacebook.com/ActionOnPP
• Instagraminstagram.com/actiononpp

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Action on Postpartum Psychosis