The Anna Centre

What The Anna Centre does

The Anna Centre is an Indigenous-owned and governed psychology practice founded in 1990 by Dr. Anna Vu and headquartered in Bendigo, Victoria, Australia. The firm delivers a comprehensive suite of evidence-based psychological services nationally via in-person clinic appointments and secure telehealth, including individual and couples therapy, psycho-educational assessments (cognitive, learning, ADHD, autism, personality), Employee Assistance Programs (EAP), leadership and workforce capability training, and government suitability and risk screening for high-reliability organisations. It operates with a multidisciplinary clinical team of psychologists, social workers, counsellors and allied professionals supported by a clinical governance framework and Supply Nation Certified Indigenous business credentials. The core technology stack is clinical rather than digital-native: well-validated psychological assessment tools, a trauma-informed care framework, the Galaxy third-party appointment booking platform, and secure telehealth delivery, with no proprietary software product disclosed.

The business model is professional services-driven, monetising across five primary revenue streams: (1) private session fees ranging from $165 to $225 per 45-60 minute session, (2) Medicare rebates of $85.20-$137.05 accessed via GP-issued Mental Health Care Plans, (3) NDIS funding for eligible participants, (4) EAP and direct enterprise contracts for workforce wellbeing and leadership programs, and (5) government and statutory funding streams including Department of Veterans Affairs, Transport Accident Commission, and Worksafe/Workcover. Sessions are not bulk-billed, with gap fees payable by clients at point of service. Go-to-market operates across three motions: direct-to-consumer for individual clients (online booking, phone, GP referrals), sales-led enterprise engagement for organisational EAP and leadership programs, and enterprise field sales targeting government agencies for psychological suitability screening. Customer segments span individuals, couples and families; workplaces and organisations; and government and high-reliability organisations.

Name

The Anna Centre

Legal name

The Anna Centre

Website

https://annacentre.com.au

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Anna Centre is an Indigenous-owned Australian psychology practice founded in 1990, delivering therapy, assessments, EAP, leadership training, and government suitability screening to individuals, enterprises, and public sector clients nationally via in-person and telehealth channels.

Ownership category

akta.pro rank

Product category

Psychology & Counselling Services

NAICS

Other Individual and Family Services (624190), Educational Support Services (61171)

SIC

Services-Social Services (8300)

akta.pro primary industry

Mental Health & Crisis Support Services (BPAGAEAH)

Keywords

• Psychology services
• Counselling services
• Employee assistance programs
• Psychological assessments
• Workforce psychological training

Headquarters

HQ city

Bendigo

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Psychology Session Fees: Private psychology sessions billed at standard session rates. Clinical Psychologist sessions at $225, General Psychologist at $186, Mental Health Social Worker at $172, and Counsellor/Psychotherapist at $165 per 45-60 minute session. Gap fees payable at time of service.
2. Medicare Rebates: Medicare rebates available for eligible clients with valid Mental Health Care Plans. Rebates range from $85.20 to $137.05 depending on provider type. Clients claim rebates directly from Medicare after paying upfront.
3. NDIS Funding: Services accessible through NDIS funding for eligible participants, including both self-managed and third-party managed NDIS plans.
4. Government and EAP Contracts: Organisational contracts for Employee Assistance Programs, government suitability screening services, and workforce training programs delivered to enterprise and government clients.
5. Other Government Funding: Services accessible through Department of Veterans Affairs (DVA), Transport Accident Commission (TAC), and Worksafe/Workcover programs.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels3 records

Core offering

The Anna Centre is an Indigenous-owned psychology practice delivering evidence-based counselling, psycho-educational assessments, Employee Assistance Programs, leadership and workforce training, and government suitability/risk screening to individuals, organisations and government agencies across Australia. Services are delivered through a combination of in-person consultations at its Bendigo clinic and secure telehealth nationwide. Funding pathways include private fees, Medicare Mental Health Care Plan rebates, NDIS, DVA, TAC and Worksafe, alongside enterprise and government contracts.

Product overview

The Anna Centre is an Indigenous-owned psychology practice offering a comprehensive suite of psychological services delivered nationally via in-person and telehealth channels. The core offering spans individual/couples therapy, psychological assessments (cognitive, learning difficulties, ADHD, autism), Employee Assistance Programs (EAP), leadership and capability training, and government suitability/risk screening services. Additional services include Mental Health Care Plan coordination for Medicare rebates, crisis support referrals, and workforce training programs. Services are available to individuals, workplaces, and government organisations across Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual & Couples Therapy Psychological counselling and therapy services for individuals, couples and families experiencing anxiety, stress, depression, trauma, relationship challenges and life transitions. Available in-person at the Bendigo clinic and via secure telehealth nationally across Australia.
• Psychological & Psycho-educational Assessments Evidence-based psychological and psycho-educational assessments including cognitive (IQ), learning difficulties, giftedness, ADHD, autism diagnostic, personality and behavioural assessments for all ages. Uses well-validated assessment tools to provide diagnostic clarity.
• Employee Assistance Program (EAP) Confidential workplace psychological support service for organisations, providing counselling and early intervention for employees experiencing stress, burnout, workplace conflict or personal challenges. Delivered as a contracted program to corporate, public sector and not-for-profit employers.
• Leadership, Capability & Wellbeing Training Psychology-led leadership development and workforce wellbeing programs designed for performance improvement, risk reduction and sustainable team outcomes. Includes change management, psychological safety culture, burnout prevention and executive presence training for workplace cohorts.
• Government Suitability & Risk Screening Psychological assessment and screening services for government agencies and high-reliability organisations, including psychological suitability screening, national suitability assessments, high-risk behavioural evaluations, and psychometric and cognitive testing for roles requiring strong judgement, resilience and reliability.
• Workforce & Early Career Training Programs Training programs for early career professionals and workforce development, aligned to organisational capability building and professional growth. Delivered as a contracted program to organisations.
• Medicare Mental Health Care Plan (MHCP) Sessions Medicare-rebated psychology sessions accessed through a GP-issued Mental Health Care Plan, providing a pathway to up to 10 subsidised psychology sessions per calendar year. Delivered in-person or via telehealth with $85.20–$137.05 Medicare rebates (depending on provider type) claimable by the client.

Quantifiable outcome

• Up to 10 Medicare-subsidised psychology sessions per calendar year with valid Mental Health Care Plan
• +1 more outcomes

Named customers5 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

Feature2 records

Partnerships

One partnership is on record.

• Hola HealthsupportingGTM or Marketing PartnerReferral partnership for telehealth GP appointments enabling clients to obtain Mental Health Care Plans and referrals for psychology sessions. Hola Health offers bulk-billed telehealth GP consultations to facilitate Medicare rebate access for The Anna Centre clients.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Lysn: Australian online psychology platform providing telehealth individual, couples, and adolescent therapy with broad funding acceptance including Medicare — competing in the same individual therapy segment as The Anna Centre.
• PSYCH2U: Australian telehealth psychology platform offering online individual therapy, couples counselling, and assessments nationally — directly comparable digital-native competitor to The Anna Centre's individual and telehealth services.
• ReachOut Australia: Australian digital mental health service providing online peer support, self-help tools, and counselling referrals to young people — an emerging digital-native player in the broader psychological support category.
• Mindspot: Australian online clinical psychology service delivering free or low-cost therapist-guided cognitive behavioural therapy programs and assessments — overlapping with The Anna Centre's psychological assessment and individual therapy lines.

Broad incumbents

• Beyond Blue: Australia's national mental health organisation providing information, support, and referrals for depression and anxiety — a broad incumbent in the mental health awareness and referral space relevant to The Anna Centre's individual services.
• Headspace: National youth mental health foundation providing counselling, early intervention, and psychological services for young Australians — a large established incumbent in adjacent mental health segments.

Direct peers

• Centre for Corporate Health: Australian organisational psychology consultancy providing EAP, leadership development, psychological assessments, and workplace mental health services — overlapping with The Anna Centre's enterprise and government offerings.
• Converge International: Large Australian EAP and organisational psychology provider offering employee assistance programs, leadership development, and critical incident support — directly comparable to The Anna Centre's workplace and government service lines.
• Assure Programs: Australian EAP and workplace mental health provider offering counselling, critical incident response, and organisational wellbeing services to corporate, government, and SME clients.
• PeopleSense (Altius Group): Australian EAP and organisational wellbeing provider delivering counselling, leadership training, and workforce psychological services to corporate and government clients across Australia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/theannacentre
• LinkedInlinkedin.com/company/the-anna-centre

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 The Anna Centre