What Lifeline Aotearoa does

Lifeline Aotearoa is a New Zealand charitable organisation that operates free, confidential crisis support services nationwide, having done so for over 60 years since its establishment in 1964. It runs three primary service lines: the Lifeline Helpline (0800 543 354) providing 24/7 emotional support, the Suicide Crisis Helpline (0508 TAUTOKO / 0508 828 865) staffed by trained social service practitioners with suicide prevention training, and the SMS-based Text Support Service (HELP: 4357). It also operates the Warmline, a peer-support helpline for users of Te Whatu Ora | Te Toka Tumai Auckland Mental Health Services, plus a corporate training arm (Lifeline Connect Training) and a staff debrief line. Services are delivered by trained staff and volunteers from call centres in Auckland and Christchurch, with no AI or automation layer described; the underlying technology is essentially a multi-channel telephony and SMS platform.

Lifeline is operated as a service under Presbyterian Support Northern (CC21532), a New Zealand not-for-profit social services organisation that also runs Family Works, Shine, and Enliven. It receives no government funding for its helplines and is entirely dependent on public donations, corporate partnerships, bequests, and fundraising events. Revenue streams include individual donations, a monthly giving programme (Lifeline Legend at less than $1/day), corporate partnerships (notably Belron NZ since 2021 and Office Products Depot since 2020), trusts and foundations, and the annual For The Dawn event tied to World Suicide Prevention Day. The approximate cost to answer one call is stated as $36, and Lifeline answers over 3,300 of 8,000+ monthly calls while processing 15,200 texts monthly and creating 4,700 safety plans for high-risk individuals in FY2024-2025.

The go-to-market motion is community-led and event-driven: reach is achieved through 24/7 free access, media coverage, healthcare-provider referrals, and high-visibility fundraising events such as For The Dawn (dawn walks, runs, yoga, and the "Dance for the Dawn" sunrise rave). Marketing channels include the lifeline.org.nz website, email newsletter, social media, and partner-driven campaigns. In November 2025 the organisation announced reduced operating hours due to ongoing funding constraints, signalling a contraction in service availability despite sustained or rising demand.

Name

Lifeline Aotearoa

Legal name

Presbyterian Support Northern

Website

https://lifeline.org.nz

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

101–250 employees

Short description

Lifeline Aotearoa is a New Zealand charitable organisation operating free, confidential 24/7 crisis helplines, suicide prevention support, and text-based mental health services from centres in Auckland and Christchurch, serving the general public entirely through donations.

Ownership category

akta.pro rank

Product category

Crisis Helpline and Mental Health Support Services

NAICS

Individual and Family Services (6241)

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGAEAH)

akta.pro secondary industry

Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI)

Keywords

• Crisis helpline services
• Suicide prevention support
• Mental health counselling
• Peer support helpline
• Community wellbeing services

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Public donations from individuals who support Lifeline's mission. The organization runs regular donation campaigns and monthly giving programs (Lifeline Legend). Donations are tax-deductible under New Zealand law with a 33.3% tax credit available for donations over $5.
2. Corporate Partnerships: National charity partnerships with companies like Belron NZ (Smith&Smith, Laser, Exceed) who organize annual fundraising activities. Partnership with Office Products Depot for matched giving campaigns.
3. Trusts & Foundations: Funding from charitable trusts and foundations that support Lifeline's vital services. The organization has a dedicated page for trusts and foundations engagement.
4. Bequests & Legacy Gifts: Gifts in wills (bequests) from supporters who leave lasting contributions to ensure Lifeline continues serving future generations. Lifeline has been helping New Zealanders since 1964.
5. Fundraising Events: Revenue from events including For the Dawn fundraiser (World Suicide Prevention Day), community activities, and corporate fundraising initiatives.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Lifeline Aotearoa operates free, confidential 24/7 telephone helplines and SMS text support services for New Zealanders in emotional distress or at risk of suicide. Services include the Lifeline Helpline (0800 543 354), Suicide Crisis Helpline (0508 TAUTOKO), Text Support Service (HELP: 4357), and the Warmline peer support line for Auckland mental health service users. The organisation also provides corporate mental health and wellbeing training through Lifeline Connect Training.

Product overview

Lifeline Aotearoa offers a suite of crisis support services centred around its core helpline products: the Lifeline Helpline (0800 543 354), Suicide Crisis Helpline (0508 TAUTOKO), and text support service (HELP: 4357). These are complemented by the Warmline peer support service for Auckland mental health service users. The organisation also provides Lifeline Connect Training as a corporate training arm and a Debrief Line for organisational staff support. Fundraising is facilitated through the For The Dawn event, Lifeline Legend monthly donor program, and bequest/legacy giving. All services operate without government funding and rely on public donations.

Differentiator

Problem solved

Functional benefit

Products and services

• Lifeline Helpline
• Suicide Crisis Helpline (0508 TAUTOKO)
• Text Support Service (HELP: 4357)
• Warmline Peer Support Helpline
• Lifeline Connect Training (LCT)
• Debrief Line

Quantifiable outcome

• 3,300+ calls answered and 15,200+ texts processed monthly, supporting 15-20 people at high risk of suicide every day
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Belron New Zealand (Smith&Smith, Laser, Exceed)coreGTM or Marketing PartnerBelron NZ operates as Lifeline's national charity partner. The partnership began in 2021 and was reaffirmed for three years. Belron brands Smith&Smith, Laser Electrical, Laser Plumbing, and Exceed collectively organize fundraising activities including raffles, auctions, barbecues, bake sales, and collections. Has raised over $190,000 since partnership began, including $50,000 in 2024 and $56,575 in 2025.
• Office Products DepotcoreGTM or Marketing PartnerOffice Products Depot is a matched giving partner for Lifeline's For the Dawn campaign. On World Suicide Prevention Day, every dollar donated to Lifeline is matched dollar-for-dollar (up to $20,000). Has contributed over $100,000 since partnership began in 2020.
• Wilson ParkingminorGTM or Marketing PartnerWilson Parking hosted 'Park with Purpose' during Mental Health Awareness Week, donating a portion of early bird parking proceeds throughout New Zealand to Lifeline.
• Auckland Garden DesignFestminorGTM or Marketing PartnerOrganized by Garden Design Society of New Zealand and Rotary Newmarket. Lifeline was selected as a charity recipient, receiving a portion of ticket sales from the two-day event showcasing 18 private gardens.
• Presbyterian Support NortherncoreStrategic or Co-development PartnerLifeline is part of Presbyterian Support Northern's group of social services, alongside Family Works, Shine, and Enliven. Presbyterian Support Northern is the parent not-for-profit organization providing governance and shared services. Lifeline operates under the umbrella of Presbyterian Support Northern (Charities Number: CC21532).
• Te Whatu Ora | Te Toka Tumai (Auckland)coreStrategic or Co-development PartnerWarmline Auckland is a peer support helpline specifically for people who use Te Whatu Ora | Te Toka Tumai Auckland Mental Health Services, representing a formal partnership with the public health system for mental health service delivery.
• Parent HelpminorChannel Partner/ Reseller/ DistributorParent Help now operates the Parent Helpline service that was previously provided by Lifeline. Lifeline refers callers to Parent Help (0800 568 856) for parenting support services.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Crisis Text Line: US/UK-based text-based crisis intervention service (text HOME to 741741). Directly comparable SMS-first crisis support model with volunteer responders, demonstrating text-channel scale dynamics relevant to Lifeline's HELP service.
• Lifeline Australia: Australian crisis support and suicide prevention service operating under the same Lifeline brand. Directly comparable 24/7 phone and text crisis support delivered by trained staff and volunteers, funded primarily through donations.
• Youthline: NZ youth helpline (0800 376 633) and text service (234) providing counselling and crisis support for young people. Directly comparable volunteer-staffed crisis helpline model targeting a specific demographic in the same market.
• 1737 Need to talk?: New Zealand government-funded helpline (call or text 1737) providing free mental health support 24/7. Directly comparable crisis support service in the same NZ market, competing for the same callers with the advantage of public funding.
• Beyond Blue: Australian mental health nonprofit providing information, support, and a 24/7 phone and online chat service. Closely comparable mission-driven crisis and mental health support organisation with similar donation-funded model.
• Shine (New Zealand): NZ domestic violence helpline operated by Presbyterian Support Northern alongside Lifeline. Sister organisation with the same parent body, offering directly comparable 24/7 helpline delivery and shared back-office infrastructure.
• Kidsline: NZ helpline (0800 543 754) for children and teens up to 18, providing counselling and emotional support. Directly comparable volunteer-supported phone and text crisis support targeting a younger NZ demographic.
• Samaritans: UK-based 24/7 emotional support helpline operating for over 70 years. Closely comparable confidential listening service model delivered by trained volunteers and funded through donations.

Others

• Mental Health Foundation of New Zealand: NZ charity focused on mental health advocacy, education, and stigma reduction rather than direct crisis service delivery. Adjacent ecosystem participant sharing the same mission space and donor pool.

Broad incumbents

• 988 Suicide & Crisis Lifeline (US): US national suicide and mental health crisis hotline network (dial 988). Comparable crisis line coordination role but government-backed and operating at national scale across multiple regional centres — a broader incumbent in the same category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/lifelineaotearoa
• LinkedInlinkedin.com/company/lifeline-aotearoa

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Lifeline Aotearoa