This Way Up

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.

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

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

• Online CBT programs
• Digital mental health
• Cognitive behavioral therapy
• ICBT platform
• Anxiety and depression treatment

Headquarters

HQ city

Darlinghurst

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• St Vincent's Hospital SydneycoreStrategic or Co-development PartnerTHIS 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)coreStrategic or Co-development PartnerCRUfAD 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.
• BupamajorChannel Partner/ Reseller/ DistributorBupa 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.
• HCFmajorChannel Partner/ Reseller/ DistributorHCF provides its members with free access to THIS WAY UP mental health treatment programs as part of their health insurance benefits.
• WestfundmajorChannel Partner/ Reseller/ DistributorWestfund 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 HealthminorChannel Partner/ Reseller/ DistributorAdditional private health insurer partnerships providing members with free access or reimbursement for THIS WAY UP mental health programs.
• headspace GriffithminorStrategic or Co-development PartnerCollaborated 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

Broad 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

• Xx.com/thiswayupau
• Facebookfacebook.com/thiswayupAU
• LinkedInlinkedin.com/company/this-way-up-au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 This Way Up