Hidden Disabilities

Name

Hidden Disabilities

Legal name

Hidden Disabilities Sunflower Scheme Limited

Website

https://hiddendisabilitiesstore.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Lanyards, Cards, Merchandise): Sale of physical products including lanyards, ID cards, wristbands, pin badges, and accessories. Products are sold to both individual wearers and business members who distribute them to employees and customers. The company explicitly states products are intended to be donated free of charge, not resold.
2. Business Membership Programs: Annual membership subscriptions for businesses and charities that include access to training materials, webinars, inclusion resources, media assets, member discounts, and exclusive events. Membership involves a six-step onboarding process including workforce training completion.
3. Training and Webinars: Official Sunflower training programs and webinars on non-visible disability topics available to members and potentially as add-on purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Hidden Disabilities Sunflower operates a global voluntary identification program in which individuals with non-visible disabilities wear or carry Sunflower-branded products (lanyards, ID cards, wristbands, badges) to discreetly signal they may need additional help, understanding, or time. The organization sells these physical products direct-to-consumer via its own e-commerce storefront and runs a Business Membership program that gives organizations training, webinars, inclusion resources, and member events so their staff can recognize and support Sunflower wearers.

Product overview

Hidden Disabilities Sunflower is a global membership program built around a simple core product—the Sunflower symbol (lanyards, cards, wristbands, badges)—that individuals with non-visible disabilities wear to signal they may need help or additional time. The company sells physical products (Personalized ID Cards, Digital Cards/Sunflower Extra, Lanyard Packs, Wristbands, Pin Badges, Travel Products, International Cards, Clothing, Gifts) and offers Business Memberships that include training, webinars, and resources. Add-on services include Sunflower Training (required for member organizations), Webinars, Sunflower Telephone Lines, and a Sunflower Locator Map for finding Sunflower-friendly venues. The program connects wearers to a global network of trained businesses across sectors including retail, finance, education, healthcare, transport, and hospitality.

Differentiator

Problem solved

Functional benefit

Products and services

• Hidden Disabilities Sunflower Program Global membership program that lets individuals with non-visible disabilities voluntarily wear or carry Sunflower-branded products to discreetly signal they may need additional help, understanding, or time, while member businesses train staff to recognize and support wearers.
• Personalized ID Cards Customized physical identification cards bearing the Sunflower logo and personal information, serving as tangible proof of membership for wearers.
• Digital Personalized Card (Sunflower Extra) Digital version of the personalized Sunflower card that can be stored on mobile devices, providing the same identification functionality as physical cards in an electronic format.
• Lanyard & Card Packs Combination packs of lanyards and cards designed for wearers to display the Sunflower symbol visibly on their person.
• Wristbands & Pin Badges Alternative Sunflower wearable formats offering discreet visibility options for wearers who prefer not to use lanyards.
• Sunflower Travel Products Travel-specific Sunflower products designed for use in airports, on public transport, and during journeys to help wearers receive assistance.
• International Cards Sunflower cards available in multiple language versions for use by travelers and members internationally.
• Sunflower Clothing & Accessories Apparel and accessory items featuring the Sunflower design available for wearers and supporters.
• Business Membership Annual membership tiers for businesses and charities that include access to training materials, webinars, inclusion resources, media assets, member discounts, and exclusive events, with an onboarding call and structured six-step joining process.
• Sunflower Training Official Sunflower training videos and materials required for member organizations, with a mandate that at least 80% of the workforce complete training before launching as Sunflower-friendly.
• Webinars (live and on-demand) Educational webinars on non-visible disability topics available to members and the public, with on-demand recordings covering awareness and inclusion best practices.

Named customers19 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

Integration1 record

Feature1 record

Partnerships

Two partnerships are on record, tiered core and supporting.

• Regional/Franchise PartnerscoreChannel Partner/ Reseller/ DistributorThe company recruits regional and global business partners to help expand the Sunflower across the globe. These franchise partners assist with local market development, business recruitment, and network growth in their respective territories.
• Authorized Charity PartnerssupportingChannel Partner/ Reseller/ DistributorRegistered charities that are Sunflower Members and authorized to sell official Hidden Disabilities Sunflower products. These partners help distribute products while supporting disability awareness causes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Valuable 500: Valuable 500 is a global business disability inclusion initiative signed by 500+ CEOs, comparable to HDS as a corporate-facing disability inclusion network — overlapping target customers (large enterprises) and overlapping value proposition (workplace and customer inclusion).
• Mencap: Mencap is a major UK disability charity (which acquired JAM Card) focused on learning disability awareness and inclusion. Comparable as a UK disability advocacy and corporate- inclusion body, and the parent of a direct peer (JAM Card).
• Disability:IN: Disability:IN is a leading global corporate disability inclusion network with U.S. and global operations. Comparable to HDS in driving enterprise D&I adoption and certification programs, overlapping target buyers (large multinational corporations).

Emerging players

• Alzheimer's Society (Dementia Friends): Dementia Friends is a UK-wide awareness and identification program for people affected by dementia, run by Alzheimer's Society. Comparable to HDS as a charity-led identification/awareness initiative training businesses and the public to recognize and support people with non-visible conditions.
• National Autistic Society: The National Autistic Society operates autism-awareness training, accreditation, and identification schemes for businesses and the public. Comparable to HDS in delivering corporate-facing disability awareness training and membership-style services for inclusion programs.
• Euan's Guide: Euan's Guide is a UK-based platform for disabled-access reviews and an 'Access Rating' certification for venues. Comparable to HDS's Locator Map and member-venue features in mapping and recognizing disability-friendly businesses.
• AccessAble: AccessAble provides detailed accessibility information for venues across the UK, used by retailers, transport operators, and hospitality chains. Comparable to HDS in serving the same enterprise verticals (retail, transport, hospitality) and overlapping in the disability-information value proposition.

Direct peers

• Purple Tuesday: Purple Tuesday is a UK-based initiative dedicated to improving the customer experience for disabled people, including the Purple Pound consumer segment. It overlaps with HDS's membership and awareness-raising motion targeting retailers and consumer-facing businesses.
• Business Disability Forum: Business Disability Forum is a UK membership body helping employers become disability-confident. Comparable to HDS's Business Membership program in serving enterprise HR/D&I buyers with training, resources, and inclusion support.
• JAM Card (Now United Kingdom): JAM Card ('Just A Minute') is a hidden-disability identification card and lanyard scheme based in Northern Ireland, directly competing with Hidden Disabilities Sunflower in the same niche — voluntary visual signaling for non-visible disabilities adopted by retailers and transport operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sunflwrlanyards
• Facebookfacebook.com/hiddendisabilitiessunflower
• LinkedInuk.linkedin.com/company/hidden-disabilities
• Instagraminstagram.com/sunflowerlanyardscheme

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 Hidden Disabilities