ABIGAIL'S FOOTSTEPS

What ABIGAIL'S FOOTSTEPS does

Abigail's Footsteps is a UK-registered charity (charity number 1149005) and Company Limited by Guarantee (company number 08182310), founded in 2010 and headquartered in Rochester, Kent. It is positioned as the only UK charity dedicated specifically to supporting families affected by baby loss, working alongside the NHS and other partners to improve bereavement care across hospital and community settings.

The charity's core product is the Abi Cooling Cot, manufactured in partnership with The Bond Group and deployed to NHS hospitals across the UK, with 300+ units installed nationwide. Beyond equipment, Abigail's Footsteps delivers a portfolio of services including Bereavement Training for healthcare professionals, Bereavement Counselling for affected families, PROP group support sessions, and the design and delivery of Bereavement Suites within NHS hospitals. Together these constitute a vertically integrated offering that spans physical infrastructure, clinical training, and direct family support.

The business model is charitable rather than commercial: revenue is generated through individual donations, community fundraising events, corporate partnerships, legacy gifts, and grants. Cooling cots and bereavement suites are provided to NHS hospitals at no charge, so the charity's financial sustainability is a function of fundraising yield and partner engagement rather than transactional pricing. Operations are run with a small team of 5 employees, suggesting a lean cost base and reliance on volunteers and partner organisations for service delivery scale.

Name

ABIGAIL'S FOOTSTEPS

Legal name

Abigail's Footsteps

Website

https://abigailsfootsteps.co.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Abigail's Footsteps is a UK baby-loss charity that supplies NHS hospitals with Abi Cooling Cots and Bereavement Suites, and delivers bereavement training, counselling, and PROP group support to affected families, funded through donations and partnerships.

Ownership category

akta.pro rank

Product category

Charitable Bereavement Support Services

NAICS

Other Individual and Family Services (624190)

SIC

Services-Home Health Care Services (8082)

akta.pro industry

PRIMARYHLAFAEAO

Bereavement, Grief & Family Support Services (Hospice-Linked)

Healthcare & Life Sciences/Healthcare Providers & Systems/Home Health & Hospice Providers

SECONDARYHSABAFAI

Bereavement & Grief Support Services (Family Aftercare)

Home & Personal Services/Elder Care & In-Home Care Services/Hospice & Palliative In-Home Care

SECONDARYHSABAFAH

End-of-Life Emotional & Spiritual Support (Chaplaincy/Counseling) In-Home

Home & Personal Services/Elder Care & In-Home Care Services/Hospice & Palliative In-Home Care

Keywords

• Baby loss bereavement
• Bereavement counselling
• Cooling cots
• Charity fundraising
• Professional bereavement training

Headquarters

HQ city

Rochester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: Individual donors contribute directly to support the charity's services including cooling cots, training, and counselling
2. Fundraising Events: Registration fees and minimum sponsorship pledges from events such as skydives, marathons, cycling rides, and challenge events
3. Corporate Partnerships: Companies sponsor the charity as their Charity of the Year or provide ongoing corporate support including running top sponsorships
4. Legacy Gifts: Individuals can fundraise to donate Abi Cooling Cots at £3,000 per cot to hospitals, hospices, or funeral directors as a lasting legacy

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Abigail's Footsteps is a UK baby loss charity that supplies Abi Cooling Cots to NHS hospitals, children's hospices, and funeral homes to extend the time bereaved parents can spend with their baby from hours to days. It also delivers bereavement training and reflective practice (PROP) supervision for healthcare professionals, funds specialist counselling for bereaved parents, and maintains dedicated bereavement suites and memorial gardens in partnership with the NHS.

Product overview

Abigail's Footsteps is a UK-based baby loss charity offering an integrated portfolio of bereavement support services for families and healthcare professionals. The core offerings include the Abi Cooling Cot (a specialized cold cot priced at £3,000 for hospitals), Bereavement Training for healthcare staff, Bereavement Counselling for parents, Professional Reflective Occupational Practice (PROP) supervision sessions, and dedicated Bereavement Suites in hospitals. The charity also provides supplementary support through a Bereavement Garden, a podcast series, and a volunteer-run Cot Liner Project producing handmade fabric liners for the cooling cots. A Legacy Gift Programme enables supporters to fundraise for specific cot donations. The charity operates in partnership with the NHS and has delivered over 300 Abi Cooling Cots nationally to hospitals, children's hospices, and funeral homes.

Differentiator

Problem solved

Functional benefit

Products and services

• Abi Cooling Cots Specialized hard-case cold cots produced in partnership with The Bond Group and placed in NHS hospitals, children's hospices, and funeral homes so bereaved parents can spend 2-3 days with their baby instead of the typical 2-3 hours. Donated via a £3,000 unit contribution covering manufacturing, courier, administration, cot liners, and a memory plaque.
• Bereavement Training Training programmes for healthcare professionals who care for families following the loss of a baby during pregnancy, at birth, or shortly after, equipping them with practical and emotional skills for bereavement care.
• Bereavement Counselling Specialist counselling funded by the charity for bereaved parents navigating the loss of a baby, delivered free of charge to UK families.
• Professional Reflective Occupational Practice (PROP) Reflective practice supervision sessions provided to maternity and bereavement care staff to support their mental wellbeing when handling baby loss cases.
• Bereavement Suites Design and provision of dedicated private bereavement suites within NHS hospitals, such as Abigail's Place at Medway Maritime Hospital, offering bereaved families a comfortable space to spend time with their baby.
• Legacy Gift Programme Fundraising programme in which individuals raise £3,000 to donate an Abi Cooling Cot to a hospital, children's hospice, or funeral home as a lasting memorial.

Quantifiable outcome

• Over 300 Abi Cooling Cots in use across the British Isles
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• The Bond GroupcoreTechnology or Integration · 1 January 2026Manufacturing partner for Abi Cooling Cots. The Bond Group produces the cots designed by Abigail's Footsteps to allow bereaved parents extended time with their baby.
• MS WebbminorGTM or Marketing Partner · 1 January 2023Main running top sponsor for 2023. MS Webb provides sponsorship for the charity's running team apparel.
• MEMS PowerminorGTM or Marketing Partner · 1 January 2023Running top sponsor and sponsor of the charity mascot Abigail the Bear for 2023.
• DW AssociatesminorGTM or Marketing Partner · 1 January 2023Co-founder David Ward's company, running top sponsor for 2023.
• Skilled CareersminorGTM or Marketing Partner · 1 January 2023Charity of the Year 2023 partner, organizing fundraising events.
• Capital SpaceminorGTM or Marketing Partner · 1 January 2022Charity of the Year 2022, nominated by Churchill Square Kings Hill alongside Slide Away bereavement charity.
• Watts FarmminorGTM or Marketing Partner · 1 January 2022Charity of the Year 2022, staff at Watts Farm raised funds from work events.
• Pentagon Shopping CentreminorGTM or Marketing Partner · 1 January 2021Charity of the Year 2021/2022, local shopping centre partnership in Chatham, Kent.
• Skyline EventsminorGTM or Marketing PartnerSkydive event partner providing locations across the UK for charity skydives.
• Run for CharityminorGTM or Marketing PartnerPartnership providing access to running events across the UK and beyond.
• Big Bang EventsminorGTM or Marketing PartnerEvent partner for the Twickenham Zipwire Challenge at Allianz Stadium.
• Ultra Challenge SeriesminorGTM or Marketing PartnerEndurance challenge events across UK iconic routes for charity participants.
• AmazonminorGTM or Marketing PartnerAmazon Wish List allowing donors to purchase items for bereavement suites.
• EasyFundraisingminorGTM or Marketing PartnerOnline shopping donation scheme where retailers donate when supporters shop online.
• Medway LotteryminorGTM or Marketing PartnerLocal lottery programme where players can support Abigail's Footsteps, £25,000 jackpot for matching 6 numbers.
• NHScoreStrategic or Co-development PartnerCore partnership with NHS to improve bereavement care and support given to parents and families in hospitals and when they return home.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Others

• Flexmort (Cuddle Cot): Commercial manufacturer and supplier of Cuddle Cot cooling systems to hospitals, hospices, and funeral directors. Comparable product category (cooling cots) but operates as a commercial supplier rather than a charity.

Direct peers

• Child Bereavement UK: UK charity providing bereavement support for children and families, including after baby loss. Comparable bereavement counselling, training for healthcare professionals, and family-facing services.
• SiMBA (Simba's Charity): Scottish-based baby loss charity providing memory boxes and family support across the UK. Overlapping bereavement support offering and similar fundraising-driven operating model.
• The Lullaby Trust: UK charity supporting bereaved families after the sudden loss of a baby or young child. Comparable bereavement support, NHS-aligned services, and parent-facing resources in the baby loss category.
• Tommy's: UK pregnancy and baby loss charity funding research and supporting families. Comparable NHS partnership footprint, professional training programmes, and bereavement care focus.
• 4Louis: UK baby loss charity that funds cooling cots, memory boxes, and bereavement equipment for hospitals and hospices. Direct competitor in the cooling cot donation space and comparable equipment-distribution model.
• Sands (Stillbirth and Neonatal Death Society): UK's leading baby loss charity providing bereavement support, research, and healthcare professional training. Directly comparable mission, NHS-facing training portfolio, and bereavement support services to Abigail's Footsteps.
• Bliss (for babies born premature or sick): UK charity supporting premature and sick babies and their families, including bereavement support. Comparable NHS-facing services, parent support, and professional training in neonatal care settings.
• Petals Charity: UK charity providing specialist counselling after baby loss. Comparable parent counselling service and NHS-aligned delivery model in the bereavement support category.

Emerging players

• Remember My Baby: UK charity providing free remembrance photography to bereaved parents. Adjacent bereavement support service often co-delivered alongside cooling cot programmes in hospitals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/abigail's-footsteps

Compliance2 records

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 ABIGAIL'S FOOTSTEPS