What Beder does

Beder is a UK-registered charity (No. 1187475) founded in November 2019 by Razzak Mirjan and his family following the death by suicide of Beder Mirjan at age 18 in April 2017. Headquartered in London with approximately 7 employees, the charity operates a portfolio of mental health awareness and suicide prevention initiatives that distinguish it from traditional awareness organizations by focusing on positive, experience-led engagement rather than confrontational messaging. Core offerings include Beder Therapy Vouchers (a partnership with Meela providing up to six 50-minute free digital therapy sessions per recipient), two charity cookbooks (From Beder's Kitchen and Eat with Beder), the Beder FC football initiative organizing matches and tournaments including The Beder Cup at AFC Wimbledon's Cherry Red Records Stadium, The Beder Walk, and a wider event calendar spanning concerts, charity dinners, breathwork workshops, climbing sessions, and mindful painting events. The organization has cultivated an ambassador network spanning professional footballers (Marvin Sordell), musicians, media personalities (Lawrence Price, Charlie King), and chefs.

The charity monetizes through five primary streams: donations collected via JustGiving and GiveGain, branded merchandise sales through its own e-commerce shop (items priced £2.00-£39.99), cookbook sales (£22.00-£24.99), event tickets ranging from £5.00 for football matches up to £1,250.00 for gala dinner tables, and the Meela-partnered therapy voucher program. Distribution is single-country/domestic (England and Wales) via its Wix-hosted beder.org.uk e-commerce site, Stripe payment processing, and direct event venues. GTM motion is event-driven and community-led, leveraging ambassador networks, high-profile supporters, and recurring experiences rather than paid acquisition.

Beder's technology footprint is intentionally minimal: no proprietary technology, no mobile app, no AI/ML components, and no API. Third-party integrations are limited to Wix (payments) and Stripe (checkout). The organization's defensible assets are its brand narrative, ambassador relationships, event IP (Beder Cup, Beder Birthday Dinner), and cookbook content library featuring contributions from Gordon Ramsay, Yotam Ottolenghi, Steven Bartlett, Ella Mills, and Joanna Lumley.

Name

Beder

Legal name

Beder

Website

https://beder.org.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Beder is a UK-registered mental health and suicide prevention charity offering free digital therapy vouchers, charity cookbooks, football events (Beder FC, Beder Cup), and branded merchandise, serving UK supporters and individuals seeking accessible mental health support.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Beder accepts donations through JustGiving platform and other donation channels to support its charitable activities.
2. Merchandise Sales: The charity operates an e-commerce shop selling branded merchandise including clothing, accessories, water bottles, notebooks, and greeting cards. All items range from £2.00 to £39.99.
3. Event Tickets: Beder sells tickets to events including football matches, concerts, charity dinners, and workshops. Ticket prices range from £5.00 to £1,250.00 depending on the event.
4. Cookbook Sales: Sale of charity cookbooks including 'From Beder's Kitchen' (£22.00) and 'Eat with Beder' (£24.99), with all proceeds supporting Beder's mental health and suicide prevention work.
5. Beder Therapy Vouchers: Partnership with Meela to provide free digital therapy sessions. Users can apply for up to 6 x 50 minute therapy sessions through the voucher program.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Beder is a registered mental health and suicide prevention charity that primarily raises funds and delivers impact through three lines: (1) free digital therapy access via Beder Therapy Vouchers in partnership with Meela, (2) charity cookbooks and branded merchandise sold through its ecommerce shop, and (3) community-building events such as Beder FC football matches, The Beder Cup, concerts, charity dinners, and workshops that "softly" raise awareness around mental health.

Product overview

Beder is a UK-based mental health and suicide prevention charity that operates as a unified charitable organization offering a portfolio of awareness initiatives, therapeutic services, and merchandise. The core offerings include Beder Therapy Vouchers (providing free digital therapy through a Meela partnership), two charity cookbooks (From Beder's Kitchen and Eat with Beder), and Beder FC (a football initiative organizing matches and tournaments). The organization also runs The Beder Walk and various events throughout the year. The merchandise line includes Beder FC football shirts (home and away), apparel (caps, beanies, socks), accessories (badges, tote bags, water bottles, notebooks), and special collaborations (Aviationtag luggage tags, Lifesaver Powerbanks, Katie Tinkler greeting cards). All products and initiatives support Beder's mission to normalize conversations around mental health and suicide prevention.

Differentiator

Problem solved

Functional benefit

Products and services

• Beder Therapy Vouchers Free digital therapy voucher program in partnership with Meela, offering up to 6 x 50-minute therapy sessions to individuals facing affordability barriers and lengthy wait times when accessing mental health support.
• From Beder's Kitchen Charity cookbook containing recipes and reflections from notable food figures including Gordon Ramsay, Yotam Ottolenghi, MasterChef winners, and mental health advocates. All proceeds support Beder's mission. Priced at £22.00.
• Eat with Beder Charity cookbook with over 70 recipes from sporting icons, business leaders, actors, musicians, and mental health advocates including Steven Bartlett, Ella Mills, and Joanna Lumley. Priced at £24.99.
• Beder FC Football initiative organizing fixtures against various opponent teams at venues including Meadowbank Football Ground, bringing people together to play and watch football matches while raising awareness around mental health and suicide prevention.
• The Beder Cup 5-a-side football charity tournament held at AFC Wimbledon's Cherry Red Records Stadium, bringing together teams to compete while raising awareness around mental health and suicide prevention. Tournament entry ranges from £5.00 to £250.00.
• The Beder Walk Walking event initiative that brings together people who share interests across education, wellness, and recreation while raising awareness around mental health and suicide prevention.
• Beder FC Home Shirt Exclusively designed Beder FC home football shirt sold as merchandise to support the charity's mission. Priced at £39.99.
• Beder FC Away Shirt Beder FC away football shirt sold through the charity's ecommerce shop to support Beder's mental health mission. Priced at £39.99.
• Beder Cap Branded cap with the Beder 'B' logo 3D embroidered on the front central panel, available in white cotton, navy cotton, and navy trucker styles. Priced at £25.00.
• Beder Badge Soft enamel badge with butterfly clasp, measuring 25mm x 24.3mm and 1.5mm thick. Priced at £2.00.
• Beder Water Bottle (800ml) 800ml BPA & PVC free water bottle with coloured white band, sip mouth piece, ridged bottom for grip, and screw top lid with fold down sipper. Priced at £8.50.
• Beder Notebook A5 branded Beder notebook. Priced at £5.00.
• Beder Tote Bag 100% cotton branded Beder tote bag sold through the charity ecommerce shop. Priced at £2.50.
• Beder Christmas Socks Festive branded Beder socks available in sizes 6-11. Priced at £4.99.
• Beder x Aviationtag Edition Luggage Tag Limited-edition luggage tag/keyring made from decommissioned Airbus A319 fuselage (built in 1999, final flight 2022), produced in partnership with Aviationtag as a sustainable aviation-themed collector's item. Priced at £25.00.
• Beder x Lifesaver Powerbank Circular portable phone charging device (5000 mAh Li-on battery) with built-in cables for Apple and Android, 2 amp fast-charge output, designed to reduce battery waste. Priced at £24.99.
• Beder x Katie Tinkler Greeting Cards Illustration greeting card collection designed and printed in the UK on 300gsm matte folded card with kraft envelope, with 50% of proceeds donated to Beder's mental health and suicide prevention work. Includes 'I've Bean Thinking of You' and 'Sending You A Big Bear Hug' at £3.00 each.
• Beder Beanie Branded Beder winter beanie hat sold through the charity ecommerce shop. Priced at £19.50.
• The Beder Birthday Dinner Charity gala dinner event with individual tickets and tables of 10, priced from £150.00 to £1,250.00, supporting Beder's mental health and suicide prevention mission.

Quantifiable outcome

• Free therapy provided to hundreds of people through Meela partnership
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• London on the Inside (LOTI)coreGTM or Marketing Partner · 1 July 2025LOTI partnered with Beder to host a charity 5-a-side football tournament. LOTI recognized Beder as a mental health and suicide prevention charity for their outstanding work, naming them LOTI Heroes in previous years.
• AviationtagminorStrategic or Co-development Partner · 1 June 2025Special collaboration creating edition luggage tags made from decommissioned Airbus A319 aircraft fuselage. Given Beder's love of aviation, this sustainable product repurposes original aircraft materials.
• AFC WimbledoncoreStrategic or Co-development Partner · 1 May 2023Host venue for The Beder Cup 2023, a 5-a-side football tournament at AFC Wimbledon's Cherry Red Records Stadium. Major event venue partnership.
• Katie TinklerminorStrategic or Co-development Partner · 1 February 2023Collaboration for greeting card collection. 50% of proceeds from each card donated to Beder to support mental health and suicide prevention work.
• The Climbing HangarminorStrategic or Co-development Partner · 1 September 2022Partnership for climbing events allowing Beder to reach new audiences in the climbing community while raising awareness around mental health through sport.
• The Breath Space (Jamie Clements)minorStrategic or Co-development Partner · 1 May 2022Partnership for breathwork and mindfulness sessions during Mental Health Awareness Week and ongoing events. Conscious Connected Breathwork experiences for mental health support.
• MasterPeace Creative StudiosminorStrategic or Co-development Partner · 1 March 2022Partnership for mindful painting events following a successful start to collaboration. Boutique creative studio hosting painting experiences for mental health awareness.
• MeelacoreStrategic or Co-development Partner · 1 November 2019First-of-its-kind collaboration enabling Beder to offer free therapy digitally to hundreds of people. Beder Therapy Vouchers provide up to 6 x 50 minute therapy sessions to individuals facing barriers to accessing therapy such as affordability and lengthy wait times.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mind (UK): The largest mental health charity in England and Wales; a direct peer serving people with mental health problems through information, support, and campaigning — competing for the same UK donor pool and corporate partnerships as Beder.
• Mental Health Foundation: UK charity focused on mental health awareness, prevention, and education; comparable in awareness-raising remit and fundraising approaches.
• YoungMinds: UK charity focused on children and young people's mental health; directly comparable given Beder's origin story tied to an 18-year-old and its ambassador-led youth engagement approach.
• Campaign Against Living Miserably (CALM): UK charity focused on preventing male suicide, using a non-confrontational, culture-led approach (music, sport, comedy). Highly comparable in its mission and in its creative, non-clinical outreach model.
• PAPYRUS (Prevention of Young Suicide): UK charity dedicated to the prevention of young suicide; highly comparable mission focus and UK-only operating geography, competing for donor attention in the same suicide prevention category.
• Rethink Mental Illness: Major UK mental health charity providing services, support groups, and campaigning; competes for the same donor and corporate partnership pool as Beder.
• Samaritans: UK suicide prevention charity operating a 24/7 emotional support helpline; directly comparable mission (suicide prevention) and donor base, with much larger operational scale and brand recognition.

Broad incumbents

• Heads Together: Royal-backed UK mental health initiative combining multiple charities (Mind, YoungMinds, CALM, etc.) under one campaign umbrella; comparable in awareness-raising mission and ability to leverage high-profile ambassadors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/beder

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Beder