Redefine Life

What Redefine Life does

Redefine Life is a privately-held Australian counselling practice headquartered in Boronia, Victoria, founded in 2020 by Natalie Wild. The company operates a single core product — the Low Cost Counselling Program (LCCP) — which delivers one-on-one counselling sessions at $45 per 60-minute session, significantly below Australian market rates of $80–$267. Critically, LCCP removes three structural friction points common to Australian mental health services: no GP referral, no Mental Health Care Plan, and no diagnosis requirement. Sessions are delivered in-person at Boronia (with disability access available at the Rosanna site) and via telehealth (video or phone) Australia-wide, with bookings managed through the Zanda Health client portal.

The service is staffed by provisional counsellors completing supervised placement hours and volunteer qualified counsellors, which is the mechanism enabling the discounted pricing. No GP referral, no Mental Health Care Plan, and no diagnosis are required, and the program emphasises minimal-to-no waitlists. A free 15-minute introductory call is offered as a top-of-funnel conversion step. The company has no proprietary technology platforms, no AI capabilities, and no app — its technical footprint is limited to telehealth delivery and standard practice management software.

Redefine Life generates revenue through a single fee-for-service stream at $45 per session, with no Medicare rebates or private health insurance claiming. Distribution is direct-to-consumer via an online booking portal, supplemented by a community-led growth motion through partnerships with universities (Edith Cowan, Monash, La Trobe, Victoria University), community centres (Rosanna Fire Station Community House, The Grange Community Centre, Pines Learning), and a core partnership with Outside the Locker Room (OTLR), which provides Redefine Life's counselling access through the OTLR Welfare App to sporting clubs, schools, and workplaces. The company is founder-controlled, with no disclosed institutional investment.

Name

Redefine Life

Legal name

Redefine Life

Website

https://www.redefinelife.com.au

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Redefine Life is a privately-held Australian counselling practice offering one-on-one sessions at $45 each through its Low Cost Counselling Program, serving individuals Australia-wide via telehealth and in-person at Boronia, delivered by supervised provisional and volunteer counsellors.

Ownership category

akta.pro rank

Product category

Mental Health Counselling Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

Keywords

• Mental health counselling
• Low cost therapy
• Telehealth counselling
• Online therapy services
• Affordable counselling

Headquarters

HQ city

Boronia

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Session-based counselling fees: Direct fee-for-service model at $45 per 60-minute session. No Medicare rebates or private health insurance claiming available. Payment requested prior to each session.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Redefine Life delivers a Low Cost Counselling Program (LCCP) of one-on-one, person-centred counselling sessions at a flat AUD $45 per 60-minute session, run by supervised provisional and volunteer counsellors, with no GP referral or Mental Health Care Plan required and no waitlists. Sessions are available via telehealth (video or phone) across Australia and in person at its Boronia and Rosanna (disability-accessible) locations in Melbourne. The offering is supported by a free 15-minute introductory call and crisis information/referral services for clients in distress.

Product overview

Redefine Life is a private counselling and support practice offering a single unified service: the Low Cost Counselling Program (LCCP). This program provides one-on-one counselling sessions at $45 per session, with no GP referral or Mental Health Care Plan required. Services are delivered through three channels: in-person counselling at their Boronia location, telehealth/online counselling available Australia-wide, and phone counselling. The program is delivered by provisional and volunteer counsellors under professional supervision. Additional offerings include a free 15-minute introductory call and crisis information and referral services. There are no modular add-ons, tiers, or separate product lines—the service is accessed through a single intake process with flexible session delivery modes.

Differentiator

Problem solved

Functional benefit

Products and services

• Low Cost Counselling Program (LCCP) One-on-one, person-centred, strengths-based counselling delivered at a flat AUD $45 per 60-minute session by supervised provisional and volunteer counsellors, with no GP referral or Mental Health Care Plan required. Available in-person at the Boronia (and disability-accessible Rosanna) Melbourne offices and via telehealth (video or phone) Australia-wide; covers day-to-day mental health, relationship, stress, grief, self-esteem and life-transition concerns, and includes crisis information and referral services for clients in distress.
• Free 15-Minute Introductory Call A complimentary 15-minute introductory consultation offered to prospective clients to discuss their needs, ask questions about the counselling service, and schedule their first booking; functions as the no-cost entry point into the Low Cost Counselling Program.

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Outside the Locker Room (OTLR)coreStrategic or Co-development PartnerOTLR provides mental health education and support to sporting clubs, schools, and workplaces across Australia. Founded in 2015 by former AFL player Jake Edwards. Partnership provides OTLR Welfare App users direct access to Redefine Life's professional counselling services, bridging mental health awareness and action.
• Edith Cowan UniversityminorOthersUniversity partnership shown in supporters section. Nature of partnership not detailed.
• Monash UniversityminorOthersUniversity partnership shown in supporters section. Nature of partnership not detailed.
• La Trobe UniversityminorOthersUniversity partnership shown in supporters section. Nature of partnership not detailed.
• Victoria UniversityminorOthersUniversity partnership shown in supporters section. Nature of partnership not detailed.
• Rosanna Fire Station Community HouseminorOthersCommunity supporter providing venue/partnership for counselling services. Has disability access.
• The Grange Community CentreminorOthersCommunity supporter shown in supporters section.
• Pines LearningminorOthersCommunity supporter shown in supporters section.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• BetterHelp: Global direct-to-consumer online counselling platform delivering per-session therapy via video/phone/messaging. Closest direct competitor to Redefine Life's telehealth counselling model with self-serve booking and subscription pricing.
• Talkspace: US-listed online therapy platform offering video, audio and asynchronous therapy sessions to consumers and via B2B EAP partnerships. Direct functional peer in telehealth counselling delivery and digital self-serve intake.
• Lysn: Australian telehealth platform connecting users to psychologists and counsellors for online sessions, often via employer/EAP channels. Same DTC-plus-telehealth counselling model targeting Australia-wide consumers.

Broad incumbents

• MindSpot: Macquarie University-affiliated online mental health clinic funded by the Australian government delivering free clinician-guided therapy and assessments to adults nationally. Broader incumbent with overlapping online mental health delivery model but no direct fee-for-service charging.
• Headspace Australia: National youth-focused mental health organisation with physical centres, telehealth and digital tools. Overlaps with Redefine Life on early-intervention mental health support but with a youth-only focus and not-for-profit funding.
• Beyond Blue: Australia-wide mental health not-for-profit providing information, peer support and clinician referrals. Broad incumbent in the same mental health awareness/uptake funnel that funnels prospective clients to Redefine Life.
• LifeLine Australia: National 24-hour crisis support and referral service in Australia. Comparable in serving the broad Australian population for non-clinical mental health conversations and providing onward referral pathways.
• THISWAYUP: UNSW-affiliated online clinic delivering clinician-guided CBT and wellbeing courses to Australian consumers. Comparable in targeting everyday anxiety, stress and life-transition presentations via a digital self-serve model.

Emerging players

• Sonder: Australian employee assistance and wellbeing platform offering in-app counselling, safety support and on-demand access to mental health professionals. Emerging Australian digital mental health player competing for the same workplace/EAP contracts that the OTLR partnership opens up.
• Smiling Mind: Australian-developed mindfulness and mental health app used in schools, workplaces and families. Adjacent emerging player targeting the same early-stage, non-clinical mental health support market via digital channels.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/redefinelife
• LinkedInlinkedin.com/company/redefinelife
• Instagraminstagram.com/redefinecounselling

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Redefine Life