It's Mental

What It's Mental does

It's Mental Ltd is a UK-based mental and physical wellbeing services company, registered in England (Company Number 14204975) and operating from Chorley and Sheffield. Founded in 2019, it sells preventative wellbeing to two parallel customer bases: employers via monthly B2B workplace subscriptions and quote-based contracts, and individuals via self-serve £99 annual or £12 monthly premium subscriptions. Named enterprise customers include AXA, McDonald's, University of Central Lancashire, Bruntwood and Rochdale Sixth Form College, and the company claims over 10,000 premium subscribers on the consumer side. The company is founder-led (Stephen Robinson, CEO), privately held, and bootstrapped — no funding rounds or institutional investment are disclosed.

The core technology is the 'Stay Well' ecosystem, comprising the Stay Well App (available on iOS and Android), the Wellbeing Hub Premium subscription portal, and a 20+ hour Self-Help Sessions video library. All content and services are built around the proprietary PERMA+V framework (Positive Emotion, Engagement, Relationships, Meaning, Achievement and Vitality), endorsed by 40+ professional coaches. Adjacent digital products include a downloadable CBT Toolkit with 8+ exercises, an on-demand anxiety control course presented by a BABCP-accredited therapist (£19.99 lifetime), and 15-minute PEP Talk and counselling check-in services with qualified coaches. The architecture is content-and-coaching-led rather than AI-led, with no APIs, SDKs or machine-learning components disclosed.

The business model combines recurring subscription revenue (consumer premium and B2B workplace), transactional revenue (event tickets at £25, sponsored annual events including It's Mental Live and the Family Wellbeing Festival, and one-time CBT course sales), and professional services revenue (Stay Well Strategy workplace research, Inspired Wellbeing Talks, Stay Well Pop-up Events, and the Stay Well Approved employer accreditation program). Go-to-market is multi-channel: sales-led enterprise field sales, product-led self-serve website and app store acquisition, community-led growth via the Stay Well Collective networking community and Stay Well Ambassadors/Buddies programs, and event-driven demand generation. Distribution currently covers England only, with the Stay Well Cities initiative signalling intent to expand into broader community-level deployments.

Name

It's Mental

Legal name

It's Mental Ltd

Website

https://itsmental.co.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

It's Mental Ltd is a UK-based preventative wellbeing company delivering B2C subscriptions and B2B workplace programmes via its Stay Well App, Wellbeing Hub, and PERMA+V framework, complemented by events, coaching, CBT tools, and a community of Ambassadors and Collective members.

Ownership category

akta.pro rank

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Premium Subscriptions: Annual one-time payment of £99 or monthly subscription at £12/month. Includes access to Wellbeing Hub Premium, Self-Help Sessions, CBT Toolkit, anxiety control course, coaching PEP Talks, counselling check-ins, and event tickets.
2. Business/Workplace Wellbeing Subscriptions: Monthly subscription service for employers providing preventative mental health resources, coaching, counselling check-ins, and self-help sessions to employees. Billed monthly with 90-day cancellation notice.
3. Online CBT Course Sales: One-time purchase of 'Learn How to Control Anxiety' on-demand course at £19.99. Includes lifetime access, 3 video sessions, CBT toolkit with 8 downloadable exercises.
4. Event Tickets and Sponsorships: Revenue from It's Mental Live annual events (tickets at £25 each), exhibitor booth sales, and sponsorship packages. Additional revenue from Family Wellbeing Festival tickets.
5. Workplace Wellbeing Research Services: Standalone research service providing organisations with human-level assessment of workplace culture, employee support provision and needs through semi-structured interviews and thematic analysis.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels10 records

Core offering

It's Mental provides preventative mental and physical wellbeing services through a subscription-based digital platform (Stay Well App and Wellbeing Hub), business workplace wellbeing programs, accredited coaching services (CBT, nutrition, bereavement, holistic health), research services for workplace culture, and in-person events including annual flagship conferences and pop-up wellbeing experiences. The offering is structured around the proprietary PERMA+V model framework and serves both employer clients and individual consumers across the United Kingdom.

Product overview

It's Mental operates as a wellbeing solutions company offering a multi-product ecosystem centred on the 'Stay Well' philosophy. The core offering consists of the Stay Well App and Wellbeing Hub Premium subscription platform, which provides access to Self-Help Sessions (20+ hours of NHS 5-steps based video content), CBT Toolkit, anxiety control courses, and coaching services. For businesses, the company offers Stay Well Approved accreditation, the Stay Well Strategy research service, Inspired Wellbeing Talks, and Pop-up Events. The company runs annual flagship events including It's Mental Live and the Family Wellbeing Festival. Supporting programs include the Stay Well Collective networking community, Stay Well Ambassador and Buddy volunteer/peer support programs, and Stay Well Cities community initiatives. Mental wellbeing coaching services cover CBT therapy, nutrition, bereavement, holistic health, coercive control, spiritual, and growth mindset coaching. The ecosystem is designed to serve both individuals and organisations in achieving proactive, preventative wellbeing.

Differentiator

Problem solved

Functional benefit

Brands

• Stay Well App: Mobile application for wellbeing management featuring check-ins, pep talks, and access to wellbeing resources
• Stay Well Hub
• Stay Well Collective
• Stay Well Ambassador
• Stay Well Buddy
• Stay Well Employer
• Stay Well Strategy
• Stay Well Approved
• Inspired Wellbeing Talks
• Stay Well Pop-Up Events
• It's Mental Live
• Family Wellbeing Festival

Products and services

• Stay Well App Mobile application available on iOS and Android that helps individuals manage mental and physical wellbeing, providing access to the Wellbeing Hub, self-help content, check-ins, and community features.
• Wellbeing Hub Premium Subscription-based online portal providing access to premium wellbeing content including the Self-Help Sessions video library (20+ hours), Wellbeing Toolkit, CBT Toolkit, Mood Boost videos, anxiety control courses, coaching PEP Talks, and counsellor check-ins.
• Learn How to Control Anxiety Course On-demand CBT course presented by BABCP-accredited therapist Anna Ashworth, comprising 3 video sessions, a CBT toolkit with 8 downloadable exercises, and lifetime access.
• Mental Wellbeing Coaching Individual coaching services covering CBT therapy, nutrition and weight management, bereavement therapy, holistic health, coercive control coaching, spiritual coaching, and growth mindset coaching.
• Online CBT Therapy One-to-one online CBT therapy sessions delivered by qualified Cognitive Behavioural Therapists through the platform.
• Stay Well Approved Accreditation Business accreditation programme recognising employers that prioritise employee wellbeing, linking businesses to the Stay Well movement reshaping workplaces and communities.
• Stay Well Strategy Research Service Organisational research service providing human-level assessment of workplace culture, employee support provision, support needs and preferences through semi-structured interviews across organisational levels combined with thematic analysis.
• Inspired Wellbeing Talks Live speaking events featuring UK celebrities and inspirational guests who share personal mental health experiences, including panel discussions, Q&A sessions, and workshops for organisations.
• Stay Well Pop-up Events Temporary interactive wellbeing experiences delivered at client workplaces, schools, and communities, featuring mental wellbeing stations, physical health checks, creative and social activities, and takeaway wellness resources.
• It's Mental Live Annual Event Annual flagship wellbeing event featuring celebrity speakers, wellbeing experts, coaches, multiple wellbeing zones, and main-stage panel discussions. The 2024 edition at Bolton Wanderers Stadium attracted 1288 attendees and the 2025 Lancashire edition was held at the University of Central Lancashire.
• Family Wellbeing Festival Not-for-profit annual outdoor family event held in Rivington, Lancashire, featuring multiple wellbeing zones, activities, food, and family challenges that promote nature engagement and family bonding.

Quantifiable outcome

• Thousands of people helped to create more balanced lifestyles through Wellbeing Toolkit endorsed by 40+ professional coaches
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• University of Central Lancashire (UCLan)coreStrategic or Co-development PartnerStrategic venue partner for It's Mental Live Lancashire 2025 event hosted at University of Central Lancashire Engineering Building. UCLan also sponsored the event and appears as a customer logo.
• Holden KnightminorOthersSponsor of It's Mental Live event. Accounting and advisory firm providing financial sponsorship for the annual wellbeing event.
• Stress Free PrintminorOthersSponsor of It's Mental Live event. Print services sponsor providing materials for the annual wellbeing experience.
• Media Factory (University of Central Lancashire)coreStrategic or Co-development PartnerVenue partner for Stay Well Collective Preston gatherings. Located at University of Lancashire campus, providing space for networking events in Preston area.
• The Directors Wellbeing ForumcoreStrategic or Co-development PartnerPeer-to-peer support forum for Directors, CEOs and Business Owners to discuss personal mental and physical wellbeing. Built in partnership with industry leaders to address challenges around long-term sickness absences and mental health in leadership.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Modern Health: Global employer mental health platform combining self-serve content, coaching and therapy under subscription. Closest enterprise model peer combining preventative content with clinical coaching/therapy tiers.
• Calm: Direct-to-consumer and B2B mindfulness and mental wellness subscription with extensive content library. Closest peer on consumer subscription mechanics, premium content positioning and enterprise expansion.
• Headspace: Global consumer and employer mental wellness platform offering guided content, meditation and coaching subscriptions. Directly comparable B2C subscription model and B2B employer sales motion, though Headspace operates at vastly larger scale.
• Lyra Health: Enterprise mental health benefits platform providing therapy, coaching and self-care content to employees. Comparable employer-sponsored EAP-plus offering with similar buyer (HR/benefits teams) and outcome focus.
• BetterHelp: Large-scale online therapy marketplace offering one-to-one counselling via subscription. Comparable on online CBT/therapy delivery mechanism and consumer subscription pricing, though BetterHelp focuses on 1:1 therapy rather than preventative self-help content.
• Health Assured: UK provider of Employee Assistance Programmes and workplace wellbeing services to SMEs and enterprises. Direct overlap on UK EAP-plus-wellbeing buyer and the 'alternative to traditional EAP' positioning It's Mental emphasises.

Regional players

• Mind (UK charity): Leading UK mental health charity providing information, support and workplace wellbeing services. Comparable UK employer/wellbeing positioning and content authority, though a charity rather than commercial subscription.

Direct peers

• Spill: UK workplace mental health subscription platform combining therapy, coaching and self-serve content for employer customers. Closely comparable product surface, pricing tier and target buyer to It's Mental's workplace subscription.
• Unmind: UK-headquartered workplace mental health platform sold B2B to employers as an alternative or complement to traditional EAPs. Most direct competitor in the same geography with overlapping employer buyer and teletherapy/coaching offering.

Emerging players

• Koa Health: Digital mental health company offering employer solutions combining self-help apps, coaching and clinical services. Comparable employer-channel product mix with overlapping preventative and coaching components.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Customer concentration

• Xx.com/_itsmental_
• Facebookfacebook.com/itsmentaluk
• LinkedInlinkedin.com/company/its-mental

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 It's Mental