Police Veterans Victoria

What Police Veterans Victoria does

Police Veterans Victoria (PVV) is an Australian registered charity and non-profit organization headquartered at Level 33/311 Spencer Street, Docklands, Melbourne, founded in 2019 following the 2018 Head to Head walk and incorporated as Police Veterans Victoria Inc (ABN 72 496 924 025). It is the only organization with a dedicated focus on improving mental health and wellbeing among Victoria Police veterans and their families, providing peer support through 77 trained Veteran Peer Support Officers (VPSOs), mental health and wellbeing resources via the third-party HealthyMe platform, career transition assistance, advocacy for parity with defense veteran support, and community programs such as remembrance events and a greyhound adoption initiative.

PVV's core product is free membership for any former sworn Victoria Police member or PSO (and their families), validated through Victoria Police service records, with access to peer support, advocacy, transition support, and a subscription-based Ambassador Card offering 3,000+ national retail, accommodation, entertainment, and travel discounts delivered via partner Customer Rewards P/L. The underlying technology is non-proprietary: a WordPress-based website, an online member portal, the Ambassador Card digital benefits platform, and the HealthyMe wellness platform (pvvhealthyme.es-health.net). Notable institutional assets include formal Victoria Police in-kind support (Program Coordinator & Clinical Adviser, office space, access to support services valued at over $200K per year) and research partnerships with Victoria University.

The business model is donation- and subscription-funded: tax-deductible donations from members and the public, payroll subscriptions from serving police, Ambassador Card subscription revenue ($25/year historically), corporate sponsorship, and event revenue (e.g., $230 per Corporate Luncheon ticket). PVV explicitly receives no state or federal government funding, has no parent company or institutional investors, and as of 2021 noted vulnerability to insolvency without sufficient funding. The 2026–2028 Strategic Plan targets the more than 15,000 veterans across Victoria not yet engaged.

Name

Police Veterans Victoria

Legal name

Police Veterans Victoria Inc

Website

https://policeveteransvic.org.au

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Police Veterans Victoria is a Melbourne-based registered charity and the only organization dedicated to mental health, peer support, and career transition services for former Victoria Police members, PSOs, and their families, funded by donations, Ambassador Card subscriptions, and events.

Ownership category

akta.pro rank

Product category

Veteran Support Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Services for the Elderly and Persons with Disabilities (624120), Vocational Rehabilitation Services (62431)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Veterans Affairs & Military Family Services (BPAIAHAL)

akta.pro secondary industry

Veterans & Military Family Benefits Administration (BPAIAKAI)

Keywords

• Veteran peer support
• Police veteran welfare
• Mental health support
• Career transition assistance
• Veteran community programs

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: PVV relies entirely on donations from members, the public, payroll subscriptions from serving police officers, and corporate donations. Donations over $2.00 are tax deductible as PVV is a registered charity.
2. Ambassador Card Subscription: Veterans Benefit Account subscription program providing access to over 3,000 retail, accommodation, entertainment and travel benefits nationally. A portion of the subscription fee funds PVV support programs.
3. Event Ticketing: Annual Corporate Luncheon ticket sales ($230 per person, $2,200 for table of ten) and raffle proceeds directly support police veterans through peer support, wellbeing programs, advocacy and practical hardship assistance.
4. Victoria Police Support (In-Kind): Victoria Police funds Program Coordinator & Clinical Adviser role, office accommodation and meeting rooms at VPC, and access to support services. Estimated financial benefit exceeds $200K per year.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Police Veterans Victoria is a registered charity providing free membership-based support services to former sworn members of Victoria Police (including PSOs) and their families. Its core offering centres on mental health and wellbeing support delivered through a network of 77 trained Veteran Peer Support Officers (VPSOs), practical hardship assistance, career transition support, advocacy for government funding, and community connection programs. A subscription-based Ambassador Card benefits program provides access to over 3,000 national retail, accommodation, entertainment and travel discounts.

Product overview

Police Veterans Victoria (PVV) is a non-profit membership organization providing holistic support services to Victoria Police veterans and their families. The core offering is free membership that grants access to peer support, advocacy, and community connection. The primary revenue-generating add-on is the Ambassador Card/Veterans Benefit Account subscription program offering over 3,000 national discounts. Additional services include Veteran Peer Support Officer (VPSO) training, career transition support, the Police Reservist program in partnership with Victoria Police, Healthy Me wellbeing platform, jobs board, greyhound adoption program, and regular fundraising events including the Annual Corporate Luncheon.

Differentiator

Problem solved

Functional benefit

Products and services

• PVV Membership Free lifetime membership for former sworn Victoria Police members and their families (associates, legatees) that unlocks access to peer support, advocacy, wellbeing services and the Ambassador Card benefits platform.
• Ambassador Card / Veterans Benefit Account Annual subscription benefits program (approximately $25/year from April 2021) offering access to over 3,000 national discounts including Woolworths, Coles, Caltex/Ampol, Priceline and Dan Murphy's.
• Veteran Peer Support Officer (VPSO) Program Trained volunteer peer support program where VPSOs deliver emotional, mental health and practical support to fellow Victoria Police veterans operating beyond the workplace environment.
• Career Transition Support Service assisting police veterans with transitioning from policing to civilian employment, including job board access and career guidance.
• Police Reservist Program Partnership with Victoria Police enabling former officers to return as reservists in Frontline Support Officer (FSO) roles on two-year fixed-term contracts supporting frontline police operations.
• Healthy Me Wellbeing Platform Online wellbeing platform (pvvhealthyme.es-health.net) providing mental health resources and support service contacts for current and veteran Victoria Police employees and their families.
• Jobs Board Employment platform connecting police veterans with job opportunities suitable for their skills and experience.
• Greyhound Adoption Program Partnership program placing retired police greyhounds with veteran families, supporting both the veterans and the dogs.
• PVV Corporate Luncheon and Fundraising Events Annual Corporate Luncheon at Crown Palladium (individual tickets $230, table of ten $2,200), community gatherings, and fundraising initiatives supporting veteran programs.

Quantifiable outcome

• 991 police veterans & families supported
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Victoria PolicecoreStrategic or Co-development PartnerVictoria Police is a key supporter and close partner. They fund the dedicated Program Coordinator & Clinical Adviser role, office accommodation and meeting rooms at the VPC, as well as access to all support services. The organization works closely with Wellbeing Services. PVV estimates the financial benefit exceeds $200K per year.
• Victoria UniversitycoreStrategic or Co-development PartnerPVV entered a partnership with Victoria University's Social Work faculty to undertake research projects, including focus group discussions across Geelong, Ballarat and Bendigo and a review of the peer support program. This research provides evidence base for lobbying additional funding from government and foundations.
• Customer Rewards P/LcoreTechnology or IntegrationPartnership with Customer Rewards P/L to provide the Ambassador Card rewards program with access to over 3,000 businesses. The program offers retail, accommodation, entertainment and travel benefits nationally.
• BankVicminorGTM or Marketing PartnerBankVic partnered with PVV to develop a new membership card including veteran name, rank and number. Provides banking-related benefits to police veterans.
• HWL Ebsworth LawyersminorGTM or Marketing PartnerCorporate supporter of PVV as shown in sponsor logos on website.
• Crown ResortsminorGTM or Marketing PartnerCorporate supporter of PVV as shown in sponsor logos on website. Host venue for PVV Corporate Luncheon at Crown Palladium.
• AdmosisminorGTM or Marketing PartnerCorporate supporter of PVV as shown in sponsor logos on website.
• My Workplace HealthminorGTM or Marketing PartnerCorporate supporter of PVV as shown in sponsor logos on website.
• R-Co Brand AgencyminorStrategic or Co-development PartnerInternationally recognized brand specialist engaged pro bono to develop new logo reflecting the 2021 name change from PVSV to Police Veterans Victoria.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• RSL Australia: Peak national body for Australian Defence Force veterans with state-based sub-branches providing welfare, advocacy, and wellbeing services. Adjacent peer offering comparable veteran welfare and community connection services, though for defence rather than police veterans.
• Open Arms – Veterans & Families Counselling: Australian Government-funded counselling and wellbeing service for veterans and their families. Comparable as a peer support and mental health service for veterans, though government-run and serving defence rather than police veterans.
• Soldier On: Major Australian veteran support charity providing mental health, employment, and wellbeing services. Comparable as a veteran-services nonprofit, though serving defence veterans rather than police veterans, and operating at significantly greater scale.
• Legacy Australia: Australia-wide charity supporting the families of deceased and incapacitated Australian Defence Force veterans. Comparable as a veteran-family welfare nonprofit with similar community-led membership and fundraising model, though serving defence rather than police families.

Emerging players

• Black Dog Institute: Australian medical research institute focused on mental health, with specific first-responder programs. Comparable as a mental health/wellbeing resource for veterans and first responders, though operating as a clinical research institute rather than a community-led membership organization.

Direct peers

• Fortem Australia: Australian charity focused on the mental fitness and wellbeing of first responders and their families. Closely comparable peer offering peer support, counselling, and wellbeing programs, though broader in scope (covering all first responders, not only police veterans).
• Blue Hope: Australian police veteran mental health charity that supports serving and former police across Australia. Directly comparable to PVV's mental health and wellbeing mission for police veterans, though operating nationally rather than state-specific.
• Police Legacy: Australian charity supporting police families in need, including after death, injury, or hardship. Highly comparable to PVV as a police-specific member/welfare organization providing financial assistance and community connection, though focused more on families of fallen officers.

Regional players

• Police Association Victoria: Industrial and membership body representing Victoria Police members. Comparable as a Victorian police-specific membership organization offering services to police, though focused on industrial representation and serving sworn members rather than veterans specifically.
• Australian Police Legacy (NSW): State-level police legacy and welfare charity serving NSW police families. Comparable in mission and community-led model to PVV, but serving a different state geography (NSW rather than Victoria).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/policeveteransvic
• LinkedInlinkedin.com/company/police-veterans-victoria
• Instagraminstagram.com/policeveteransvic

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Police Veterans Victoria