Time to Change

What Time to Change does

Time to Change operates as Change Direction Ltd, a UK-registered private limited company headquartered in London (registered at 20 Wenlock Road) with its main contact address in Maldon. The firm runs a content-led mental health platform at time-to-change.org.uk consisting of a Treatment Finder directory, medically reviewed guides on conditions, therapies, medications, and crisis support resources, and a two-sided provider marketplace. The site targets individuals seeking mental health information and treatment and serves mental health providers (therapists, treatment centers) who can list on the directory.

The underlying technology is a content website built with a Next.js front-end (with hosted media delivered via a dedicated API), a provider directory, and integrations with Ringba for call routing on sponsored hotlines and Plausible Analytics for privacy-focused, cookieless site analytics. The company holds WCAG 2.1 Level AA accessibility commitments and operates under UK GDPR for handling sensitive health-intent data. Content is organized across conditions (anxiety, depression, OCD, personality disorders, addictions, eating disorders, psychotic disorders), treatment modalities (CBT, DBT, EMDR, group therapy, family therapy, trauma therapy), and a structured medication information database.

Monetization is build on three streams: (1) referral fees from sponsored hotlines routed through Ringba, (2) recurring premium/featured listings for providers in the directory, with manual license verification before a placement is upgraded, and (3) affiliate commissions on product links. The platform is free to end users and monetizes via provider-side payments and call referrals. Operating geographies are primarily the UK with secondary US-facing content. The entity is privately held, with no disclosed funding rounds, parent company, or institutional investors identified in the source material.

Name

Time to Change

Legal name

Change Direction Ltd

Website

https://time-to-change.org.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Time to Change (Change Direction Ltd) is a UK-based mental health information platform offering a Treatment Finder directory, medically reviewed guides on conditions, therapies, and medications, and crisis support resources, monetized via provider premium listings and sponsored hotlines.

Ownership category

akta.pro rank

Product category

Mental Health Information & Provider Directory

NAICS

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

SIC

Services-Social Services (8300)

akta.pro primary industry

General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

akta.pro secondary industry

Psychiatry & Medication Management Platforms (HLALAEAB)

Keywords

• Mental health information
• Provider directory platform
• Therapy referral services
• Health content publishing
• Crisis support resources

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Sponsored Hotlines: Certain phone numbers on the website are sponsored. The company receives a fee when users call these numbers via the Ringba routing system. This is a referral-based revenue stream where the company earns commission for calls routed through the platform.
2. Premium Listings: Providers pay for 'Featured' or 'Premium' placement in the directory. These listings undergo manual vetting and license checks. This is a directory listing revenue model where mental health providers pay for visibility.
3. Affiliate Links: The company may earn a commission if users purchase products through affiliate links on the site.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Time to Change operates a digital mental health information and provider directory platform that allows users to search for therapists, treatment centers, and crisis support resources. The platform pairs a free, medically reviewed content library covering mental health conditions, medications, and therapeutic modalities with a directory of verified provider listings, and monetizes through premium directory placements and sponsored hotline referrals.

Product overview

Time to Change (Change Direction) is a mental health information and support platform that operates primarily as an educational resource and provider directory. The core offering consists of a Treatment Finder directory that connects users with mental health professionals, supplemented by a comprehensive library of medically-reviewed guides and articles covering mental health conditions, therapies (such as CBT, DBT, EMDR), and medications (antidepressants, antipsychotics, benzodiazepines, mood stabilizers). The platform also provides crisis support resources and a directory of verified and general provider listings. The service is free to users and monetized through sponsored hotlines and premium directory placements.

Differentiator

Problem solved

Functional benefit

Products and services

• Treatment Finder A directory tool that enables users to search for therapists, treatment centers, and mental health professionals by location and therapeutic approach, serving individuals seeking mental health support.
• Mental Health Guides and Articles Educational content library covering mental health conditions, therapies, medications, and support resources, medically reviewed and updated regularly for accuracy.
• Crisis Support Resources Resources and guidance for individuals experiencing mental health crises, including information on what to do and how to seek emergency help, available free to users.
• Medication Information Database Comprehensive reference information about mental health medications including antidepressants, antipsychotics, benzodiazepines, mood stabilizers, and stimulants, with details on uses, side effects, and interactions.
• Therapy and Counseling Information Reference information about therapeutic approaches including CBT, DBT, EMDR, group therapy, family therapy, psychodynamic therapy, creative therapies, rational emotive behavior therapy, and trauma-informed therapy.
• Provider Directory Listings Directory of mental health providers offering free general listings aggregated from public sources and paid Featured/Premium listings with manual license verification for paid placement providers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• RingbaoperationalTechnology or IntegrationRingba provides call routing infrastructure for sponsored hotlines on the platform. When users call sponsored phone numbers, calls are routed via Ringba, which collects metadata (caller ID, duration) for attribution and billing purposes. The company receives referral fees for calls routed through this system.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Mind (UK): Major UK mental health charity providing information, support, and resources. Comparable UK-based, mission-oriented mental health content platform with parallel audience.

Emerging players

• BetterHelp: Online therapy marketplace that captures the user further down the funnel than a directory. Represents the natural destination for traffic that a directory either feeds or competes with.
• Open Path Psychotherapy Collective: Nonprofit therapist directory offering reduced-fee sessions. Comparable directory model with vetted provider listings and a mission-driven framing of mental health access.
• Talkspace: Virtual therapy and psychiatry platform serving both consumers and enterprise channels. Competes for therapist-provider mindshare and end-user acquisition in online mental health.

Broad incumbents

• Calm: Consumer mental wellness brand with educational content and subscription services. Adjacent rather than head-to-head, but competes for the same mental health awareness traffic.
• Headspace: Digital mental health company with content library and B2B employer channel. Comparable on content-led mental health education and provider-side commercial relationships.
• Healthline: Large-scale health information publisher with medically reviewed mental health content and provider resources. Overlaps heavily on the content/library side and dwarfs the subject on reach and monetization.
• WebMD: Premier health information site with extensive mental health condition, treatment, and medication content. Competes for the same SEO-driven health-intent queries and advertiser dollars.

Direct peers

• GoodTherapy: Online mental health directory with editorial content, therapist listings, and member subscriptions for providers. Closely mirrors the directory-plus-content model under a similar nonprofit-inspired ethos.
• Psychology Today: Operates the most widely recognized therapist directory, with featured/verified provider listings and condition content. Directly comparable marketplace model and content-plus-directory flywheel.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/timetochange
• LinkedInlinkedin.com/company/timetochangeuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Time to Change