What Ask For Angela does

Ask for Angela is a UK-registered Community Interest Company (CIC) operating a nationally recognised safety scheme founded in 2016 and restructured as a CIC in 2023 by co-founders Sylvia Oates, Iwona Kossek and James Hoffelner. The scheme enables individuals to discreetly request help in participating venues by asking staff for "Angela"; trained staff then respond calmly and take the individual's lead. The core scheme is free for venues to implement and is supported by a portfolio of BIIAB-accredited training products (single online licences at £10, 20- and 50-licence bundles, live online or in-person training, and a £2,500 Train the Trainer programme), branded merchandise (pin badges, lanyards, window vinyls, HELP cards, printed workbooks and guides), and free downloadable resources in English and Welsh. All income is reinvested into social impact activities under the CIC structure.

The organisation operates with approximately 15 employees and is headquartered in Nottingham (registered office at Nottingham Science & Technology Park, NG7 2RF), with a postal address in Poole, Dorset. Distribution is community-led and partner-driven: police forces (Sussex, Lancashire, Merseyside, Derbyshire, Cleveland PCC), local authorities and BIDs (Greater Manchester Combined Authority, Coventry BID), major venue groups (JD Wetherspoon, Amber Taverns, Unite Students, Mad Monkey Hostels, Wembley Stadium, Burnley Football Club), and an Ambassador Programme (Dawn Butler MP, Satia Rai, Duncan King, Elisabeth Rochford of Diageo, Ross Elliot of Chrysalis Group) drive venue and organisation sign-ups. Earned media exposure includes BBC Crimewatch (Oct 2025), BBC Blue Lights (Oct 2025), Such Brave Girls (Jul 2025), Coronation Street (Feb 2026), and Wembley Stadium displays (Mar 2026). Geographic reach now spans the UK, Western Australia (rolled out via the Government of Western Australia from Jan 2026), and Southeast Asia/Australia via Mad Monkey Hostels. The training was accredited by BIIAB in February 2025, and the organisation won the British Training Awards Not-for-Profit Initiative of the Year in July 2026. The technology stack is minimal: no proprietary software product, with training delivered through the Chrysalis Courses LMS and the website/shop built by Electric Cat.

Name

Ask For Angela

Legal name

Ask for Angela CIC

Website

https://askforangela.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Ask for Angela is a UK Community Interest Company that operates a discreet codeword-based safety scheme for hospitality venues, supported by accredited training, branded merchandise, and free resources, reaching licensed venues, student housing, festivals, and government partners in the UK, Australia, and Southeast Asia.

Ownership category

akta.pro rank

Product category

Safeguarding Training and Venue Safety Services

NAICS

Other Individual and Family Services (62419)

SIC

Services-Social Services (8300)

akta.pro primary industry

Quality Assurance (QA), Coaching & Performance Management (EDABACAF)

akta.pro secondary industry

Ethics, Integrity & Whistleblowing Program Advisory (BPAHAFAI)

Keywords

• Safeguarding training services
• Vulnerability awareness training
• Discreet help codeword scheme
• Hospitality safety programme
• Night-time economy safety

Headquarters

HQ city

Nottingham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Training Course Sales: Revenue is generated through the sale of accredited online training licences (single, 20-bundle, 50-bundle) and live/training-the-trainer sessions. Prices range from £10 per person for single licences to £2,500 for a Train the Trainer session. All income is reinvested into the scheme's social impact activities.
2. Branded Merchandise Sales: Sale of Ask for Angela branded merchandise including pin badges (£1.75), lanyards (£2.50), window vinyls (£3.00), printed workbooks (£3–£4.50), and HELP cards (£10–£25). Revenue is reinvested into social impact.
3. Free Scheme (Core) with Optional Donations: The core Ask for Angela scheme is free for venues to implement. The organisation accepts optional donations via Stripe to support continued growth and reach. Funds are reinvested into resources, training, campaign development, and running costs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Ask for Angela operates a not-for-profit safeguarding scheme in which individuals can discreetly request help at participating venues by asking for "Angela"; trained staff then respond calmly and take the lead from the individual. The scheme is supported by BIIAB-accredited training (online self-paced bundles, live sessions, and Train the Trainer programmes), free setup guides and workbooks, and branded merchandise (posters, pin badges, lanyards, window vinyls, HELP cards) sold via the website shop.

Product overview

Ask for Angela is a Community Interest Company offering a not-for-profit safeguarding initiative consisting of a core scheme supported by training products and branded resources. The main offering is the Ask for Angela scheme itself—a discreet code system allowing people to seek help in public venues by asking for Angela. The product portfolio includes: BIIAB-accredited training programmes (online self-paced courses in single, 20-licence, and 50-licence bundles; live online/in-person training; Train the Trainer programmes; and area-wide rollout support); free and paid branded merchandise (posters, pin badges, lanyards, window vinyls, HELP cards); free downloadable resources (posters, workbooks, guidance documents in English and Welsh); the Official Ask for Angela Pledge for businesses; and volunteer programmes (Ambassador and Angel). The scheme operates on a not-for-profit basis with all funds reinvested into resources, training and activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Self-Paced Training - Single Licence

Quantifiable outcome

• 10,000 individuals trained
• +4 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core, major and moderate.

• Chrysalis CoursescoreTechnology or Integration · 1 May 2026In May 2026, Ask for Angela's online self-led training successfully moved to Chrysalis Courses, making the training more accessible and easier to deliver across organisations and teams. Ambassador Ross Elliot is CEO and MD of Chrysalis Group.
• Government of Western AustraliamajorStrategic or Co-development Partner · 1 January 2026In January 2026, Ask for Angela supported the Government of Western Australia in rolling out the scheme across Perth, strengthening awareness and accessibility of the initiative internationally. Since May 2026, the scheme has been rolled out across the entirety of Western Australia.
• Greater Manchester Combined AuthoritymajorStrategic or Co-development Partner · 1 December 2025In December 2025, Ask for Angela supported the Greater Manchester Combined Authority in rolling out Online Vulnerability Training across Greater Manchester, helping strengthen awareness and staff confidence across the region.
• Ambassador Programme Supporters (Dawn Butler MP, Satia Rai, Duncan King)coreGTM or Marketing Partner · 1 August 2024In August 2024, the Ambassador Programme launched with high-profile supporters including Dawn Butler MP for Brent East, Satia Rai from the International Professional Security Association, and Duncan King from Skiddle. Additional ambassadors include Elisabeth Rochford (ESG Lead, Diageo) and Ross Elliot (CEO and MD, Chrysalis Group).
• Sylvia Oates, Iwona Kossek, James HoffelnercoreStrategic or Co-development Partner · 1 January 2023Co-founders of Ask for Angela CIC, established in 2023 with a shared commitment to supporting safer environments and strengthening the future of the scheme. Sylvia Oates serves as Director.
• JD WetherspoonmajorChannel Partner/ Reseller/ DistributorOne of the named partner organisations working with Ask for Angela. As a major UK pub chain, JD Wetherspoon venues implementing the scheme significantly extend its reach across the licensed hospitality sector.
• Unite StudentsmajorChannel Partner/ Reseller/ DistributorIn February 2026, Ask for Angela was launched across Unite Students properties, making it the UK's first national Ask for Angela scheme within student accommodation.
• Mad Monkey HostelsmajorChannel Partner/ Reseller/ DistributorAsk for Angela was launched across Mad Monkey Hostels in Southeast Asia and Australia, helping strengthen support for solo travellers through safer, more inclusive environments and staff training across all properties.
• Wembley StadiummajorChannel Partner/ Reseller/ DistributorThe Official Pledge was launched at Wembley Stadium in March 2026, with online training delivered to stadium staff. Posters are now permanently displayed digitally at all Wembley events.
• Police Forces (Sussex, Lancashire, Merseyside, Derbyshire, Cleveland PCC)majorGTM or Marketing PartnerMultiple UK police forces are named partners of Ask for Angela, promoting the scheme within their communities and referring venues and organisations. This police endorsement provides significant credibility and reach.
• Coventry BIDmajorGTM or Marketing PartnerCoventry BID partnered with Ask for Angela to develop bespoke online training for Coventry's night-time economy venues, promoting consistent customer safety across the city.
• DiageomoderateGTM or Marketing PartnerDiageo, through ESG Lead Elisabeth Rochford (an Ask for Angela Ambassador), supports the promotion of safer socialising within the drinks industry and hospitality sector.
• Burnley Football ClubmoderateChannel Partner/ Reseller/ DistributorNamed partner organisation. Football clubs implementing the scheme in their matchday and hospitality venues help extend reach into sports and community settings.
• Amber TavernsmoderateChannel Partner/ Reseller/ DistributorNamed partner. Amber Taverns as a pub company implementing the scheme across its estate extends reach in the licensed hospitality sector.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Others

• Victim Support: Independent UK charity supporting victims of crime. Shared safeguarding/vulnerability mission but focuses on post-incident victim support rather than preventative venue-based interventions.
• Chrysalis Group: Training and technology provider whose Chrysalis Courses platform hosts Ask for Angela's accredited online training. Ecosystem partner rather than competitor, but comparable as a UK accredited training delivery provider.
• Refuge: UK charity providing specialist support for women and children experiencing domestic abuse. Operates in the same overarching women's-safety mission but delivers direct support services rather than venue training programmes.
• Drinkaware: UK alcohol harm charity. Adjacent because Ask for Angela's training explicitly covers drink spiking prevention, and Drinkaware operates in the same night-time-economy harm-reduction space.
• Women's Aid Federation of England: UK federation supporting women experiencing domestic abuse. Thematically adjacent cause area (women's safety) but focuses on direct victim support and policy advocacy rather than venue-based vulnerability training schemes.
• Crimestoppers: UK charity enabling anonymous crime reporting. Comparable as a nationally recognised mechanism for discreet help-seeking/reporting, paralleling Ask for Angela's codeword-based discreet help approach.

Broad incumbents

• Hollie Gazzard Trust: UK charity focused on domestic abuse and stalking prevention, delivering education programmes in schools, workplaces, and communities. Comparable in mission (violence prevention/safeguarding) and training-led GTM, though narrower scope than Ask for Angela's venue-safety focus.

Direct peers

• Suzy Lamplugh Trust: UK personal safety charity providing stalking awareness, lone working, and personal safety training to organisations and individuals. Highly comparable as a not-for-profit offering accredited vulnerability and safety training to venue and employer audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ask-for-angela

Compliance1 record

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 Ask For Angela