This Way Up
This Way Up is a non-profit digital mental health service delivering 17 evidence-based online CBT programs for anxiety, depression, insomnia, and related conditions, serving 40,000+ clinicians across 130+ countries via self-pay and clinician-prescribed pathways.
- Company typePrivate
- Founded2012
- HeadquartersDarlinghurst, Australia
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What This Way Up does
This Way Up is a non-profit digital mental health service operated as a department of the Clinical Research Unit for Anxiety and Depression (CRUfAD), a joint facility of St Vincent's Hospital Sydney and the University of New South Wales. The platform delivers 17 evidence-based online Cognitive Behavioural Therapy (iCBT) programs covering depression, generalized anxiety, social anxiety, panic, OCD, PTSD, health anxiety, worry and rumination, insomnia, chronic pain, stress, teen and student wellbeing, perinatal mental health, and mindfulness. Programs are structured as 3–8 modules completed over 90 days at the user's own pace, with story-based learning, practical exercises, action plans, and automated email/SMS reminders. A clinician dashboard enables prescription management, real-time patient progress monitoring, and automated safety alerts triggered by K10 and PHQ9 distress scores.
The business model is a hybrid B2C/B2B2C dual pathway. Consumers can self-enrol and pay a one-time fee (AUD $59 for standard programs, AUD $35 for perinatal programs), while clinician-prescribed access (GPs, psychologists, psychiatrists) is free to patients, with the platform monetised through Australian Government funding, grants from the Curran Foundation and NSW Ministry of Health, and embedded partnerships with 12+ private health insurers (Bupa, HCF, Westfund, nib, AAMI and others). Four programs (Insomnia, Mindfulness, Stress, Student Wellbeing) are permanently free. The platform is trusted by over 40,000 clinicians across 130+ countries and is accredited under the Australian National Safety and Quality Digital Mental Health Standards. Programs are supported by 120+ randomised controlled trials and academic publications, and clinical trials involving 1,400+ patients have demonstrated significant reductions in anxiety and depression symptoms.
This Way Up firmographics
Firmographics- Name
- This Way Up
- Legal name
- St Vincent's Hospital Sydney Limited
- Website
- https://thiswayup.org.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- This Way Up is a non-profit digital mental health service delivering 17 evidence-based online CBT programs for anxiety, depression, insomnia, and related conditions, serving 40,000+ clinicians across 130+ countries via self-pay and clinician-prescribed pathways.
- Ownership category
- akta.pro rank
This Way Up industry classification
Industry- Product category
- Digital Mental Health / Online Therapy
- NAICS
- Outpatient Mental Health and Substance Abuse Centers (621420), Offices of Mental Health Practitioners (except Physicians) (621330)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Integrated Behavioral Health (Collaborative Care) Platforms (HLALAEAC)
- akta.pro secondary industries
- Behavioral Health & Psychiatry Virtual Care (Payer Network) (HLALACAC), Psychiatry & Medication Management Platforms (HLALAEAB)
Keywords
Where This Way Up is headquartered
LocationHeadquarters
- HQ city
- Darlinghurst
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
This Way Up business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Self-Pay Program Fees: Individual consumers pay a one-time fee to access treatment programs independently via the self-help pathway. Standard programs cost $59 AUD, while specialized perinatal programs cost $35 AUD.
- Clinician-Prescribed Free Access: Programs are provided at no cost to patients when prescribed by a registered clinician (GP, psychologist, psychiatrist). Clinicians use a free fee waiver, making access free for patients.
- Free Programs (Always Free): Insomnia, Mindfulness, Stress, and Student Wellbeing programs are permanently free for all users, funded by the Curran Foundation and government support.
- Private Health Insurance Partnerships: Partnerships with private health insurers (Bupa, HCF, nib, and others) allow members to access programs for free or submit receipts for reimbursement.
- Government Funding: THIS WAY UP receives Australian Government funding as a non-profit digital mental health service to provide clinically-proven programs nationwide.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Self-Help (Independent) - Standard Programs |
| One time/ perpetual license | Pay-as-you-go | Self-Help (Independent) - Perinatal Programs |
| Freemium | Multi-year contract | Clinician-Guided (Free with Prescription) |
| Freemium | Pay-as-you-go | Always Free Programs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
This Way Up product offering
Product offeringCore offering
This Way Up is an online digital mental health platform that delivers internet-based Cognitive Behavioural Therapy (iCBT) programs for anxiety, depression, insomnia, and related conditions. It operates as an initiative of the Clinical Research Unit for Anxiety and Depression (CRUfAD), a joint facility of St Vincent's Hospital Sydney and the University of New South Wales (UNSW), providing evidence-based self-guided and clinician-supported programs to individuals and via clinicians.
Product overview
This Way Up is a digital mental health platform offering 17 evidence-based online Cognitive Behavioural Therapy (iCBT) treatment programs for various mental health conditions. The platform provides two access pathways: self-guided programs for independent learners with mild symptoms, and clinician-guided programs where healthcare professionals prescribe and monitor patient progress. Key programs include treatment for Depression, Anxiety and Depression, Generalised Anxiety, Social Anxiety, Panic, Health Anxiety, OCD, Insomnia, Chronic Pain, Stress, Post-Traumatic Stress, Worry and Rumination, Teen Worry and Sadness, Student Wellbeing, Pregnancy/Postnatal Anxiety and Depression, and Mindfulness. The platform also offers a free Wellbeing Test for program matching and is accredited under the National Safety and Quality Digital Mental Health Standards. Programs are developed by researchers at St Vincent's Hospital and UNSW, with over 120 published scientific studies supporting their effectiveness.
Differentiator
Problem solved
Functional benefit
Products and services
- Anxiety iCBT Program
- Depression iCBT Program
- Insomnia iCBT Program
- OCD iCBT Program
- Clinician Dashboard and Prescription Service
Quantifiable outcome
- 80% of users report significant improvement in how they feel
- +3 more outcomes
Companies that use This Way Up
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles2 records
This Way Up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
This Way Up partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and minor.
- St Vincent's Hospital SydneycoreTHIS WAY UP is a department of the Clinical Research Unit for Anxiety and Depression (CRUfAD), a joint facility of St Vincent's Hospital and UNSW. CRUfAD was established in 1964 and serves as the parent organization providing clinical expertise, hospital facilities, and institutional backing.
- University of New South Wales (UNSW)coreCRUfAD is a joint facility of St Vincent's Hospital and UNSW, providing academic research backing and clinical expertise. THIS WAY UP programs are developed by researchers and clinicians affiliated with the university.
- BupamajorBupa has partnered with THIS WAY UP to embed online mental health support for its members, empowering individuals to take action towards regaining mental health through evidence-based digital programs.
- HCFmajorHCF provides its members with free access to THIS WAY UP mental health treatment programs as part of their health insurance benefits.
- WestfundmajorWestfund health insurance partners with THIS WAY UP to provide members with access to mental health treatment programs.
- nib, AAMI, Australian Pensioners Insurance Agency, ING, Priceline, Qantas Health Insurance, RT Health, Suncorp, Teachers Health, Uni Health, Nurses and Midwives HealthminorAdditional private health insurer partnerships providing members with free access or reimbursement for THIS WAY UP mental health programs.
- headspace GriffithminorCollaborated with THIS WAY UP and UNSW to develop the Worry and Rumination program for young adults.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
This Way Up competitors and assessment
Company assessmentBroad incumbents
- BetterHelp: Largest online counseling network connecting users to licensed therapists. A broad incumbent whose human-therapist model competes for the same anxiety and depression patient population that This Way Up addresses digitally.
- Calm: Large consumer-facing meditation and mental wellness app with employer and health plan partnerships. Competes most directly with This Way Up's Mindfulness and Stress programs and adjacent sleep content.
- Headspace (Headspace Health): Major mental health platform combining guided meditation, therapy, and CBT-informed content with employer and payer distribution. Broad incumbent in digital mental health with significant overlap in anxiety, stress, and mindfulness programs.
Direct peers
- MindSpot Clinic: Australian government-funded digital mental health service providing free therapist-supported online CBT courses for anxiety and depression. Closest domestic peer with a similar clinician-supervised iCBT model and government funding structure.
- SilverCloud Health: Evidence-based online CBT platform offering programs for anxiety, depression, and stress, now owned by Amwell. Directly comparable to This Way Up as a clinically validated iCBT service prescribed by clinicians and offered via health systems and insurers.
- Wysa: AI-driven conversational mental health platform offering CBT-based self-help programs for anxiety, depression, and stress, with employer and health plan partnerships. Comparable in modality (digital CBT) and target users.
- MoodGYM: Australian-developed interactive online CBT program targeting depression and anxiety, originally built by researchers at the Australian National University. A long-standing direct peer in evidence-based iCBT.
- Be Mindful: Online mindfulness-based cognitive therapy course developed in the UK, evidence-based and used within NHS IAPT services. Comparable as a structured, evidence-based online mindfulness program for stress and anxiety.
- Big Health: Digital therapeutics company offering Sleepio (insomnia) and Daylight (anxiety), both evidence-based CBT programs reimbursed by health systems and employers. Directly competes with This Way Up's insomnia and anxiety programs in enterprise channels.
Regional players
- iCope (NHS Talking Therapies digital service): NHS-funded digital psychological therapy service in the UK offering guided self-help CBT for anxiety and depression. Comparable operating model (public-health-funded, clinician-supervised iCBT) but restricted to UK residents.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
This Way Up social profiles
Digital presenceThis Way Up compliance and trust
Trust signalCompliance1 record
This Way Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
This Way Up leadership team
Management profileNumber of profiles
Profiles2 records
This Way Up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
This Way Up 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 This Way Up
What does This Way Up do?
This Way Up is an online digital mental health platform that delivers internet-based Cognitive Behavioural Therapy (iCBT) programs for anxiety, depression, insomnia, and related conditions. It operates as an initiative of the Clinical Research Unit for Anxiety and Depression (CRUfAD), a joint facility of St Vincent's Hospital Sydney and the University of New South Wales (UNSW), providing evidence-based self-guided and clinician-supported programs to individuals and via clinicians.
Is This Way Up a public or private company?
This Way Up is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was This Way Up founded?
This Way Up was founded in 2012. It employs 11 to 50 people.
Where is This Way Up based?
This Way Up is headquartered in Darlinghurst, Australia, in the Oceania region.
How does This Way Up make money?
Five revenue lines are on record. Self-Pay Program Fees are the primary driver. The others are clinician-Prescribed Free Access, free Programs (Always Free), private Health Insurance Partnerships and government Funding.
Who are This Way Up's main competitors?
Broad incumbents on record are BetterHelp, Calm and Headspace (Headspace Health). Direct peers are MindSpot Clinic, SilverCloud Health, Wysa, MoodGYM, Be Mindful and Big Health. iCope (NHS Talking Therapies digital service) is listed as a regional player.
Does This Way Up have an API?
No public API is recorded for This Way Up.
What industry is This Way Up in?
This Way Up's product category is Digital Mental Health / Online Therapy. Its primary akta.pro industry code is HLALAEAC, Integrated Behavioral Health (Collaborative Care) Platforms, with a secondary code of HLALACAC, Behavioral Health & Psychiatry Virtual Care (Payer Network). Its NAICS code is 621420 and its SIC code is 7372.