Good Thinking

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.

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

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

• Digital mental health
• Mental wellbeing platform
• NHS-approved apps
• Online therapy resources
• Mental health workbooks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers1 record

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• Transformation Partners in Health and CarecoreStrategic or Co-development PartnerGood 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.
• NHScoreStrategic or Co-development PartnerAll Good Thinking apps and resources are NHS-approved. The NHS logo appears on approved content, providing credibility and endorsement.
• Mayor of LondoncoreStrategic or Co-development PartnerMayor of London is a sponsoring partner, providing public health funding and support for mental health initiatives in London.
• London CouncilscoreStrategic or Co-development PartnerLondon Councils represents local authorities across London boroughs and is a sponsoring partner for Good Thinking.
• Thrive LDNcoreStrategic or Co-development PartnerThrive 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)minorStrategic or Co-development PartnerADPH London network supports public health professionals across London boroughs.
• Partnership for Young LondoncoreStrategic or Co-development PartnerGood 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)coreTechnology or IntegrationCCI 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)minorStrategic or Co-development PartnerBEAT, the UK's Eating Disorders charity, provides expert content and podcast episodes about supporting those with eating disorders.
• Muslim Youth HelplineminorStrategic or Co-development PartnerProvides confidential faith and culturally-sensitive mental health support information through Good Thinking podcasts.
• BrookminorStrategic or Co-development PartnerNationwide charity supporting young people with sexual health and wellbeing advice, featured in Good Thinking podcast on relationships.
• The Student RoomminorStrategic or Co-development PartnerUK's largest online student community, supporting students through coronavirus and uncertainty.
• Age UK, Cruse, Child Bereavement UK, Winston's Wish, and other support organizationsminorGTM or Marketing PartnerExternal bereavement support organizations listed as useful resources for those experiencing grief.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct 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

• Xx.com/goodthinkinguk
• Facebookfacebook.com/goodthinkinguk
• LinkedInlinkedin.com/company/goodthinking
• Instagraminstagram.com/goodthinkinguk

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Good Thinking