SADAG
SADAG is a South African non-profit mental health organization providing free 24/7 crisis helplines, WhatsApp counselling, and 180+ support groups across all 9 provinces, serving individuals in crisis, students, and corporate clients through EAPs and funded by corporate donations.
- Company typePrivate
- Founded2018
- HeadquartersSandston, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What SADAG does
SADAG (South African Depression and Anxiety Group) is a non-profit mental health organization headquartered in Johannesburg and operating across all 9 provinces of South Africa. It provides free crisis intervention, counselling, and education services through a multi-channel infrastructure that includes 24/7 toll-free helplines (suicide crisis, substance abuse, mental health, healthcare workers, ADHD, and trauma/police), WhatsApp counselling lines (notably the Maybelline BraveTogether line), and over 180 free support groups addressing depression, anxiety, bipolar disorder, trauma, substance abuse, OCD, ADHD, and related conditions. The organization answers 2,500+ calls per day and maintains regional branches in KwaZulu-Natal (relaunched at the University of KwaZulu-Natal in March 2024) and the Western Cape, supported by a network of trained volunteer counsellors. Its product portfolio extends to corporate Employee Assistance Programmes (EAPs), workplace webinars and video libraries, self-assessment questionnaires, the MHM Journal for clinicians, toolkits, Speaking Books, and SASL-accessible online videos.
SADAG's revenue model is donation-based, with no fees charged to end users. It is funded through corporate sponsorships from pharmaceutical companies (Cipla, Adcock Ingram, Dr Reddy's, Pharma Dynamics, Janssen), financial institutions (Discovery, Investec), consulting firms (Accenture, Tshikululu), and brand partners (Maybelline), supplemented by individual monthly and one-time donations via PayFast, bank transfer, and the BackABuddy platform, with tax donation certificates available. Its go-to-market is community-led: top-of-funnel awareness is driven through Facebook, Twitter, Instagram, TikTok, and PR coverage; mid-funnel engagement through weekly #AskTheExpert Facebook Live sessions, newsletters, and webinars; and conversion to support via direct helpline access and, in the corporate segment, EAP contracts. SADAG is governed by a board of directors, was founded by Zane Wilson, is operationally led by Operations Director Cassey Chambers, and employs 11-50 staff. Headquartered in Johannesburg with regional offices in Durban and Cape Town, SADAG fills a structural gap in South Africa's mental healthcare system where roughly 9 in 10 people with mental health conditions lack access to care.
SADAG firmographics
Firmographics- Name
- SADAG
- Legal name
- South African Depression & Anxiety Group
- Website
- https://sadag.org
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SADAG is a South African non-profit mental health organization providing free 24/7 crisis helplines, WhatsApp counselling, and 180+ support groups across all 9 provinces, serving individuals in crisis, students, and corporate clients through EAPs and funded by corporate donations.
- Ownership category
- akta.pro rank
SADAG industry classification
Industry- Product category
- Mental Health Services
- NAICS
- Individual and Family Services (6241), Emergency and Other Relief Services (624230), Social Assistance (624)
- SIC
- Services-Social Services (8300), Services-Health Services (8000)
- akta.pro primary industry
- Mental Health & Crisis Support Services (BPAGACAD)
- akta.pro secondary industries
- Behavioral Health Crisis Services Management (988/Hotlines/Mobile Crisis Coordination) (HLAEAHAK), Mental Health & Crisis Support Services (BPAGAEAH)
Keywords
Where SADAG is headquartered
LocationHeadquarters
- HQ city
- Sandston
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
SADAG business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Corporate Donations and Funding: SADAG receives funding from corporate partners including pharmaceutical companies (Cipla, Adcock Ingram, Dr Reddy's, Janssen, Pharma Dynamics), financial institutions (Discovery, Investec), and consulting firms (Accenture, Tshikululu). Monthly donor programme through BackABuddy platform.
- Individual Donations: Monthly giving programme allowing donors to support SADAG's suicide helplines. One-time donations accepted via PayFast and bank transfer. Donors can qualify for tax donation certificates.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free helpline services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
SADAG product offering
Product offeringCore offering
SADAG is a non-profit mental health organization that provides free 24/7 crisis helplines, WhatsApp-based counseling, 180+ support groups, and corporate Employee Assistance Programmes to individuals and organizations across South Africa. Services address depression, anxiety, suicide prevention, substance abuse, trauma, ADHD, OCD, and other mental health conditions through a network of trained volunteer counselors and regional branches in KwaZulu-Natal and Western Cape.
Product overview
SADAG (South African Depression and Anxiety Group) is a nonprofit mental health organization offering a comprehensive suite of services centered on crisis helplines, support groups, and workplace wellness programs. The core offering consists of 24/7 toll-free emergency helplines for suicide crisis, substance abuse, and general mental health support, complemented by WhatsApp-based counseling services including the Maybelline BraveTogether initiative. The service portfolio includes over 180 free support groups (online and face-to-face), corporate Employee Assistance Programmes with counseling, workshops, and workplace video resources, plus supplementary offerings such as mental health questionnaires, the MHM Journal for professionals, Speaking Books, toolkits, webinars, podcasts, and videos including SASL accessibility content. Regional services are provided through KZN (relaunched March 2024 at UKZN) and Western Cape branches. As a nonprofit organization rather than a technology product company, SADAG does not operate a software platform but rather delivers human-centered mental health services through multiple contact channels.
Differentiator
Problem solved
Functional benefit
Brands
- #BraveTogether: Mental health WhatsApp counselling line launched in partnership with Maybelline, providing free support from 8am-5pm, 7 days a week.
Products and services
- Helpline Services 24/7 toll-free emergency helplines providing crisis support for suicide (0800 567 567), substance abuse (0800 12 13 14), mental health (0800 456 789), healthcare workers (0800 21 21 21), and other specialized conditions including depression, anxiety, ADHD, and trauma. Available to any South African resident in crisis.
- WhatsApp Counseling Line WhatsApp-based counseling chat lines including the Maybelline BraveTogether initiative (087 163 2030, 8am-5pm, 7 days a week), Cipla Mental Health WhatsApp (076 882 2775), Ke Moja Substance Abuse (087 163 2025), and Have Hope Chat Line (087 163 2050). Provides accessible mental health support via mobile messaging.
- Support Groups Over 180 free support groups offered both online and face-to-face across South Africa, providing peer support for various mental health conditions including depression, anxiety, bipolar, trauma, substance abuse, OCD, ADHD, and workplace-specific groups. Free to all participants.
- Employee Assistance Programmes (EAPs) Corporate workplace wellness services including confidential counseling, workshops, and resources addressing mental health concerns, stress management, and work-life balance for organizations. Designed for South African companies seeking to support employee mental health.
- SADAG KZN Branch SADAG's satellite office in KwaZulu-Natal providing local mental health information, support services, a call centre with counseling and referral, and provincial outreach programs. Hosts at UKZN Howard College Campus.
- SADAG Western Cape Branch SADAG's branch in the Western Cape region providing local mental health support services, counseling, and outreach programs for residents of the Western Cape province.
Companies that use SADAG
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
SADAG technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SADAG partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- MaybellinecoreMaybelline and SADAG partnered to launch #BraveTogether dedicated WhatsApp counselling chat line available 7 days a week, from 8am-5pm. The initiative aims to create safe spaces for people dealing with Depression and Anxiety to reach out for help. Maybelline conducted global expert-led research and focus groups over two years before launching the partnership.
- CiplacoreCipla sponsors the Cipla Mental Health Helpline (0800 456 789) and co-branded WhatsApp counselling line (076 882 2775). Cipla is also listed as a corporate funder.
- Adcock IngramcoreAdcock Ingram sponsors the Adcock Ingram Depression & Anxiety Helpline (0800 70 80 90) and is a corporate funder of SADAG.
- Dr Reddy's LaboratoriescoreDr Reddy's sponsors the Dr Reddy's Mental Health Helpline (0800 21 22 23) operating 8AM-8PM.
- Pharma DynamicscorePharma Dynamics sponsors the Pharma Dynamics Police & Trauma Helpline (0800 20 50 26) and is a corporate funder.
- TikTokminorTikTok is listed as a platform partner for mental health awareness content and campaigns.
- University of KwaZulu-Natal (UKZN)coreUKZN hosts the SADAG-KZN branch at Howard College Campus in Glenwood, Durban. The partnership enables SADAG to maintain a satellite office providing mental health information and support services in KwaZulu-Natal province.
Scale indicators3 records
Recent moves8 records
Expansion highlights6 records
SADAG competitors and assessment
Company assessmentDirect peers
- Lifeline South Africa: South African crisis helpline and emotional support nonprofit operating 24/7 counselling lines. Directly comparable as a national crisis intervention charity with a volunteer-driven helpline model and free services to the public.
- Samaritans (UK & Ireland): Volunteer-driven 24/7 crisis helpline charity providing emotional support across the UK and Ireland. Closely comparable in operating model (free helpline, volunteer counsellors, donor-funded) and core mission (crisis intervention).
- South African Federation for Mental Health: National umbrella body for mental health NGOs in South Africa, including advocacy, education, and community-based mental health support. Comparable as a peer nonprofit serving the same South African mental health population.
- 988 Suicide & Crisis Lifeline (US): US national 24/7 suicide and crisis helpline network. Directly comparable as a national toll-free crisis intervention service with multiple specialised lines, similar in scope and funding model to SADAG's helpline portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SADAG social profiles
Digital presenceSADAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
SADAG leadership team
Management profileNumber of profiles
Profiles2 records
SADAG subsidiaries and ownership
Company hierarchySubsidiaries2 records
SADAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SADAG 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 SADAG
What does SADAG do?
SADAG is a non-profit mental health organization that provides free 24/7 crisis helplines, WhatsApp-based counseling, 180+ support groups, and corporate Employee Assistance Programmes to individuals and organizations across South Africa. Services address depression, anxiety, suicide prevention, substance abuse, trauma, ADHD, OCD, and other mental health conditions through a network of trained volunteer counselors and regional branches in KwaZulu-Natal and Western Cape.
Is SADAG a public or private company?
SADAG is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was SADAG founded?
SADAG was founded in 2018. It employs 11 to 50 people.
Where is SADAG based?
SADAG is headquartered in Sandston, United States, in the North America region.
How does SADAG make money?
Two revenue lines are on record. Corporate Donations and Funding is the primary driver. The others are individual Donations.
Who are SADAG's main competitors?
Direct peers on record are Lifeline South Africa, Samaritans (UK & Ireland), South African Federation for Mental Health and 988 Suicide & Crisis Lifeline (US).
Does SADAG have an API?
No public API is recorded for SADAG.
What industry is SADAG in?
SADAG's product category is Mental Health Services. Its primary akta.pro industry code is BPAGACAD, Mental Health & Crisis Support Services, with a secondary code of HLAEAHAK, Behavioral Health Crisis Services Management (988/Hotlines/Mobile Crisis Coordination). Its NAICS code is 6241 and its SIC code is 8300.