Good Thinking
Good Thinking was a publicly-funded, NHS-approved digital mental health platform providing free apps, workbooks, and self-help resources to Londoners facing anxiety, stress, low mood, and sleep problems, commissioned by the Mayor of London and London Councils. It closed on 31 January 2026.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Good Thinking does
Good Thinking was a publicly-funded digital mental health and wellbeing service for Londoners, operating from 2017 until the closure of its website on 31 January 2026. It was commissioned by the Mayor of London and London Councils and delivered through Transformation Partners in Health and Care, which served as data controller and operating parent. The platform was free to end users and targeted all Londoners — residents, workers, and students — with tailored content for young people (16-25), students, employers, parents/carers, faith communities, and people experiencing bereavement.
The product surface was a curated digital content library rather than a proprietary technology platform. It aggregated NHS-approved third-party wellbeing apps (Be Mindful for Mindfulness-Based Cognitive Therapy, My Possible Self with mood tracking, Sorted's audio-based Feeling Good for Life programme, Meditainment guided visualisation, and Combined Minds for family support), alongside evidence-based workbooks sourced from the Centre for Clinical Interventions covering anxiety, depression, panic, health anxiety, self-compassion, mindfulness, and sleep. Supplementary resources included podcasts, videos, webinars, workplace training videos, and a self-assessment tool (with response data handled by DoctorLink Ltd). Content was extended to faith communities through partnerships with organisations including Muslim Youth Helpline.
The business model was grant/public-health funding rather than commercial monetisation. Revenue (not disclosed) flowed from London Integrated Care Systems, London Borough Local Authorities, and the Mayor of London. There were no paid tiers, no direct user charges, and no investor ownership. Distribution relied on London public health infrastructure and partner organisations (Thrive LDN, Partnership for Young London, ADPH London). The service is now in archive status as of 31 January 2026, with users redirected to NHS Every Mind Matters and Hub of Hope.
Good Thinking firmographics
Firmographics- Name
- Good Thinking
- Legal name
- Transformation Partners in Health and Care
- Website
- https://good-thinking.uk
- Company type
- Private
- Founded year
- 2017
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Good Thinking was a publicly-funded, NHS-approved digital mental health platform providing free apps, workbooks, and self-help resources to Londoners facing anxiety, stress, low mood, and sleep problems, commissioned by the Mayor of London and London Councils. It closed on 31 January 2026.
- Ownership category
- akta.pro rank
Good Thinking industry classification
Industry- Product category
- Digital Mental Health & Wellbeing Platform
- NAICS
- Other Individual and Family Services (62419), Other Individual and Family Services (624190), Social Assistance (624)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Behavioral Health & Neurocognitive Therapeutics (Digital) (HLACANAI)
- akta.pro secondary industries
- Meditation Apps, Digital Courses & Online Communities (HSADAJAH), Corporate/Workplace Mindfulness & Stress-Reduction Programs (HSADAJAG), Trauma-Informed Mindfulness & Somatic Mind-Body Practices (HSADAJAI), Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG), Mindfulness, Meditation & Stress Management Education (EDAAAHAD)
Keywords
Where Good Thinking is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Good Thinking business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Public Health Funding: Good Thinking is funded by London-based Integrated Care Systems, London Borough Local Authorities, and the Mayor of London. The service is provided free to end users (Londoners living, working, or studying in London).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free access for all Londoners |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Good Thinking product offering
Product offeringCore offering
Good Thinking is a free, publicly-funded digital mental health and wellbeing support platform for Londoners. It provides NHS-approved mobile apps (Be Mindful, My Possible Self, Sorted, Meditainment, Combined Minds), evidence-based workbooks (sleep, trauma, anxiety, depression, self-compassion, mindfulness), self-assessment tools, and a content library of podcasts, videos, webinars, and training resources targeting sleep, anxiety, low mood, and stress.
Product overview
Good Thinking is a digital mental health and wellbeing support platform for Londoners, providing a comprehensive suite of NHS-approved resources. The core platform offers self-assessments, educational workbooks, and curated content (podcasts, videos, webinars, training). The product portfolio centres on free wellbeing apps including Be Mindful (MBCT therapy), My Possible Self (mood tracking), Sorted (audio-based relaxation), Meditainment (guided visualization), and Combined Minds (family support). Supplementary workbooks cover Sleep, Trauma, Anxiety, Depression, Health Anxiety, Panic, Self-Compassion, and Mindfulness, sourced from the Centre for Clinical Interventions. The platform is sponsored by NHS London, London Councils, Thrive LDN, the Mayor of London, and Transformation Partners in Health and Care.
Differentiator
Problem solved
Functional benefit
Products and services
- Good Thinking Digital Mental Health Platform A comprehensive digital mental health and wellbeing support platform for Londoners, providing NHS-approved resources, self-assessments, workbooks, podcasts, videos, webinars, training, and free wellbeing apps to help users manage stress, anxiety, low mood, sleep issues, and other mental health concerns.
- Be Mindful A clinical-grade digital treatment program delivering Mindfulness-Based Cognitive Therapy (MBCT), designed to prevent depression relapse and improve mental health through structured video-led sessions and daily meditation practice.
- My Possible Self A clinically proven mental health app that helps users identify areas needing support, teaches coping mechanisms through learning modules, and tracks mood daily using a Mood Tracker developed by in-house psychologists.
- Sorted: mental health An audio-based mental health app featuring the Feeling Good for Life programme, which uses deep relaxation combined with Olympic sports psychology techniques to help users reduce stress, anxiety, depression, and improve sleep.
- Meditainment A guided meditation and visualization programme featuring imaginative audio journeys (Fantasy Island, Secret Garden, Lost City) designed to help users embed a regular meditation practice and achieve mental health benefits.
- Combined Minds An app developed by a teenage mental health charity that helps families and friends support young people with mental health conditions using a Strengths-Based approach focused on positive attributes and resilience.
- Sleep Workbook A six-module programme developed with sleep expert Majella Cogan based on Cognitive Behavioural Therapy for Insomnia, designed to help users improve sleep quality.
- Trauma Workbook A series of trauma support techniques provided by trauma expert Caroline Harrison for users who have experienced something traumatic in their lives.
- Centre for Clinical Interventions - Anxiety Workbook A 10-module anxiety workbook covering topics from negative beliefs through to problem solving, helpful thinking and self-management.
- Centre for Clinical Interventions - Self-Compassion Workbook A 7-module workbook explaining how to introduce self-compassionate thinking and behaviours into daily life.
- Centre for Clinical Interventions - Health Anxiety Workbook A 9-module workbook helping those who worry excessively about their health, providing advice on healthy living and self-management.
- Centre for Clinical Interventions - Panic Workbook A 12-module workbook covering topics from unhelpful thinking styles through to breathing techniques and self-management for panic disorders.
- Centre for Clinical Interventions - Depression Workbook An introduction to depression plus nine modules from the Back from the Bluez programme covering behavioural strategies, core beliefs, and self-management.
- Podcasts, Videos, Webinars and Training A collection of podcast series featuring personal mental health experiences and expert advice, covering topics such as stress, trauma, bullying, eating disorders, and student mental health.
Quantifiable outcome
- Free access to NHS-approved mental health apps for all Londoners
Companies that use Good Thinking
Customer profileNamed customers1 record
Segments7 records
Ideal customer profiles4 records
Good Thinking technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Good Thinking partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- Transformation Partners in Health and CarecoreGood Thinking is managed by Transformation Partners in Health and Care, which serves as the data controller. They coordinate with London health systems to deliver the service.
- NHScoreAll Good Thinking apps and resources are NHS-approved. The NHS logo appears on approved content, providing credibility and endorsement.
- Mayor of LondoncoreMayor of London is a sponsoring partner, providing public health funding and support for mental health initiatives in London.
- London CouncilscoreLondon Councils represents local authorities across London boroughs and is a sponsoring partner for Good Thinking.
- Thrive LDNcoreThrive LDN is a partner organization working to improve mental health across London, collaborating on resources and campaigns.
- ADPH London (Association of Directors of Public Health)minorADPH London network supports public health professionals across London boroughs.
- Partnership for Young LondoncoreGood Thinking works closely with young Londoners through Partnership for Young London to develop content and understand challenges facing young people. Jointly runs Digital Health Ambassador programme for 16-25 year olds.
- Centre for Clinical Interventions (CCI)coreCCI has provided evidence-based workbooks on anxiety, depression, panic, health anxiety, self-compassion, mindfulness, and sleep for the Good Thinking platform.
- BEAT (Eating Disorders Charity)minorBEAT, the UK's Eating Disorders charity, provides expert content and podcast episodes about supporting those with eating disorders.
- Muslim Youth HelplineminorProvides confidential faith and culturally-sensitive mental health support information through Good Thinking podcasts.
- BrookminorNationwide charity supporting young people with sexual health and wellbeing advice, featured in Good Thinking podcast on relationships.
- The Student RoomminorUK's largest online student community, supporting students through coronavirus and uncertainty.
- Age UK, Cruse, Child Bereavement UK, Winston's Wish, and other support organizationsminorExternal bereavement support organizations listed as useful resources for those experiencing grief.
Scale indicators1 record
Recent moves6 records
Expansion highlights3 records
Good Thinking competitors and assessment
Company assessmentDirect peers
- Kooth: UK-based digital mental health platform commissioned by the NHS and Local Authorities, serving children and young people with free counselling and self-help resources. Closest functional peer — same NHS-commissioned, freemium, young-person-focused digital mental health model.
- SilverCloud Health (Amwell): Evidence-based digital mental health platform (CBT, iCBT programmes) widely commissioned by the NHS across the UK. Comparable on NHS-commissioned digital therapeutic delivery and outcomes-driven content library.
- Wysa: AI-chatbot-based mental health app with NHS and employer adoption, focusing on anxiety, stress, and sleep. Directly comparable on digital self-service delivery and NHS endorsement pathway.
- Big Health: Digital therapeutics company (Sleepio, Daylight) with deep NHS partnerships providing CBT-based digital treatments for insomnia and anxiety. Closely comparable on NHS-approved digital therapeutic positioning and clinical evidence model.
Others
- Thrive LDN: London-wide movement to improve mental health, sponsored by the Mayor of London and London Councils. Direct Good Thinking partner and co-funder — comparable as a London-commissioned mental health initiative with overlapping sponsors.
- Mind: Major UK mental health charity providing information, support, and resources across anxiety, depression, bereavement, and more. Comparable as a free, trusted, London-active mental health support ecosystem with similar topic coverage.
Regional players
- Hub of Hope: UK mental health support directory connecting users to local services, charities, and crisis lines. The other official redirect destination for former Good Thinking users and a complementary free UK mental health resource.
Broad incumbents
- Calm: Global consumer meditation, sleep, and mental wellness app with an extensive content library. Comparable on guided meditation content, sleep programmes, and direct-to-consumer digital mental wellness model.
- Headspace: Global consumer meditation and mindfulness app with a wide library of guided content, sleep tools, and employer offerings. Comparable on mindfulness/meditation digital content delivery and B2B employer channel.
- Every Mind Matters (NHS): NHS England's national mental wellbeing platform providing free self-assessment, tips, and resources. Identical freemium public-sector model and now the official redirect destination for former Good Thinking users.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Good Thinking social profiles
Digital presenceGood Thinking financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good Thinking leadership team
Management profileNumber of profiles
Profiles1 record
Good Thinking funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good Thinking 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 Good Thinking
What does Good Thinking do?
Good Thinking is a free, publicly-funded digital mental health and wellbeing support platform for Londoners. It provides NHS-approved mobile apps (Be Mindful, My Possible Self, Sorted, Meditainment, Combined Minds), evidence-based workbooks (sleep, trauma, anxiety, depression, self-compassion, mindfulness), self-assessment tools, and a content library of podcasts, videos, webinars, and training resources targeting sleep, anxiety, low mood, and stress.
Is Good Thinking a public or private company?
Good Thinking is a private company. It is classified as state government owned and is currently closed.
When was Good Thinking founded?
Good Thinking was founded in 2017. It employs 11 to 50 people.
Where is Good Thinking based?
Good Thinking is headquartered in London, United Kingdom, in the Europe region.
How does Good Thinking make money?
One revenue line is on record: public Health Funding.
Who are Good Thinking's main competitors?
Direct peers on record are Kooth, SilverCloud Health (Amwell), Wysa and Big Health. Others are Thrive LDN and Mind. Hub of Hope is listed as a regional player. Broad incumbents are Calm, Headspace and Every Mind Matters (NHS).
Does Good Thinking have an API?
No public API is recorded for Good Thinking.
What industry is Good Thinking in?
Good Thinking's product category is Digital Mental Health & Wellbeing Platform. Its primary akta.pro industry code is HLACANAI, Behavioral Health & Neurocognitive Therapeutics (Digital), with a secondary code of HSADAJAH, Meditation Apps, Digital Courses & Online Communities. Its NAICS code is 62419 and its SIC code is 7372.