Embrace People & Place

What Embrace People & Place does

Embrace People & Place is a not-for-profit charitable organization established on 19 June 2023 and headquartered at Level 2, 437 Hunter Street, Newcastle, in the NSW Hunter Region of Australia. It serves vulnerable populations — including people experiencing homelessness and housing insecurity, women leaving prison, single women aged 55+ facing housing stress, and essential workers priced out of local housing — through an integrated service model that co-locates 14+ partner organizations within a single five-level CBD building. End-user services are provided free of charge, with the organization acting as central coordinator and head-lessee.

The organization's core product portfolio centers on the 437 Hunter Street hub and four active programs: the Student Placement Program (coordinating interdisciplinary placements with University of Newcastle, Australian Catholic University, and Whitehouse International College across in-house partners), Hunter Homeshare (coordinator-led matching of homeowners with single women 55+ and essential workers, partnered with Hunter Ageing Alliance and HANZA), the Women in Community Program (up to 24 months of pre- and post-release support for women leaving Corrective Services NSW custody, delivered with Success Works Partners), and the Women's Service Experiences Research project (community-led qualitative research). A completed Women's Carparking Pilot (April–June 2024) served 14 women and informed current programs. The underlying operating technology is a co-located integrated-practice model with accessible physical infrastructure, shared meeting and training spaces, and relationship-based matching workflows rather than proprietary software.

Revenue is generated through a diversified not-for-profit mix: individual donations via GiveNow, philanthropic grants (notably the Ian & Shirley Norman Foundation), government contracts (Corrective Services NSW for WICP), negotiable and sometimes subsidized tenancy rents from the 14+ in-house partners occupying the building, and social enterprise retail revenue from The Full Circle Collective's circular-economy shopfront. Leadership comprises Founder & Chair Tracy Norman (former Dungog Shire Mayor), CEO Coralie Nichols, and a board including Forensic Psychologist Dr Brooke Feltis, Brad Webb (CEO of NDIS provider Castle), Stephen Wills, and Gillian Calvert, supported by a small operational team of coordinators and managers.

Name

Embrace People & Place

Legal name

Embrace People & Place

Website

https://embracepp.org.au

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Embrace People & Place is a Newcastle-based not-for-profit, founded in 2023, that operates a co-located service hub at 437 Hunter Street housing 14+ partner organizations delivering integrated homelessness, housing, justice re-entry, and employment programs to vulnerable people across the NSW Hunter Region.

Ownership category

akta.pro rank

Product category

Community Services / Social Support

NAICS

Community Housing Services (62422), Temporary Shelters (624221), Other Community Housing Services (624229), Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Homelessness Prevention, Shelter & Supportive Housing Services (BPAIANAC)

akta.pro secondary industries

Housing Assistance & Homeless Services (BPAGAEAB), Companion Care & Social Support (non-clinical) (HLADAGAB), Independent Living with Supportive Services (Light ADL/IADL Support) (HLADAAAE), Domestic Violence & Abuse Support Services (BPAGAEAD)

Keywords

• Community services
• Homelessness support
• Affordable housing
• Social enterprise hub
• Women reentry programs

Headquarters

HQ city

Newcastle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: The organization accepts donations through platforms like GiveNow and benefits from philanthropic support from organizations like the Ian & Shirley Norman Foundation. Individual donors contribute to programs supporting vulnerable people.
2. Government Grants and Contracts: Partnerships with government agencies including Corrective Services NSW for the Women in Community Program. May receive funding for housing, employment, education, and social connection initiatives.
3. Tenancy and Space Rental: Revenue from in-house partners renting space at 437 Hunter Street. Rent is negotiable based on market rates and applicant capacity, with potential subsided rates for qualifying organizations.
4. Social Enterprise Operations: The Full Circle Collective operates a circular economy retail space generating revenue through resale of goods. The two ground-level shopfronts operate as social enterprises supporting employment access.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Embrace People & Place operates a co-located not-for-profit service hub at 437 Hunter Street, Newcastle, housing 14+ partner organizations that collaboratively deliver integrated support to vulnerable people across housing, employment, education, and social connection. Standalone service programs include the Hunter Homeshare affordable housing matching program for single women aged 55+ and essential workers, the Women in Community Program supporting women leaving prison with up to 24 months of trauma-informed holistic support, a Student Placement Program, community-led research on women's service experiences, and a pilot safe carparking project for women sleeping rough. Services are provided free of charge to vulnerable individuals; partner NFPs occupy space at subsidized, negotiable rental rates.

Product overview

Embrace People & Place operates as a not-for-profit community services organization offering a portfolio of service programs centered around its 437 Hunter Street co-located service hub. The organization provides homelessness and housing support (Hunter Homeshare, Women's Carparking Pilot), community re-entry services (Women in Community Program), educational opportunities (Student Placement Program), and conducts community research (Women's Service Experiences Research). These programs work together within an integrated service model focused on housing, employment, education, and social connection for vulnerable people in the NSW Hunter Region.

Differentiator

Problem solved

Functional benefit

Products and services

• 437 Hunter Street Service Hub A five-level co-located service hub at 437 Hunter Street Newcastle, serving as the organization's headquarters and housing 14+ in-house not-for-profit partner organizations that collaboratively deliver integrated support across housing, employment, legal, mental health, disability, and social connection. Two ground-level shopfronts operate as social enterprises; shared facilities include reception, event kitchen, training room (30 pax), board room (12 pax), and small meeting room (4 pax).
• Hunter Homeshare A community-based housing matching program that connects compassionate homeowners with single women aged 55+ and essential workers (nurses, teachers, aged care staff, early childhood educators) seeking affordable housing in the NSW Hunter Region. Coordinator-led matching process includes background checks, reference verification, and ongoing support; homeseekers contribute light household tasks and modest utility contributions rather than traditional rent. Delivered in partnership with Hunter Ageing Alliance and HANZA.
• Women in Community Program An evidence-based, gender-responsive, and trauma-informed program supporting women over 18 leaving prison through pre-release planning, community life preparation, and up to 24 months of intensive holistic support focused on safe housing, stable employment, and supported social connections. Delivered in partnership with Corrective Services NSW (pre-release access and referrals) and Success Works Partners (employability training and employer engagement).
• Student Placement Program A centrally coordinated placement program where students from the University of Newcastle, Australian Catholic University, and Whitehouse International College rotate through multiple in-house partner organizations at 437 Hunter Street, gaining experience in co-located and integrated practice models across social work, social science, and human services disciplines.
• Women's Service Experiences Research A community-led research project conducted by lived experience researchers to explore and learn about the service experiences and needs of women who are homeless and sleeping rough in the Hunter Region, informing the design of future homelessness support and housing initiatives.

Quantifiable outcome

• Homelessness in Newcastle LGA increased 35% (2016-2021), demonstrating the urgent need for innovative housing solutions like Hunter Homeshare
• +2 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

27 partnerships are on record, tiered core and minor.

• Victims of Crime Assistance League (VOCAL) - HuntercoreStrategic or Co-development Partner · 1 May 2025In-house partner since May 2025. Organization validating, honouring and empowering victims of crime, providing compassionate, confidential, and practical support to individuals affected by violence, abuse, and trauma.
• Australian Men's Shed Association (AMSA)coreStrategic or Co-development Partner · 14 April 2025In-house partner since April 2025. Peak support and development body for Men's Sheds across Australia, working to prevent social isolation and promote positive health and wellbeing.
• The Kaden CentrecoreStrategic or Co-development Partner · 9 April 2025In-house partner since April 2025 providing services at 437 Hunter Street.
• The Full Circle CollectivecoreStrategic or Co-development Partner · 7 April 2025In-house partner since April 2025. Not-for-profit circular economy retail and community space operating the Shared World Tea Table, repair cafes, and environmental initiatives.
• icommunicatecoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Works alongside people with disability ensuring they feel heard in whichever way they communicate. Proudly owned and run by Caytlin Weir who uses lived experience.
• Talk2mebrocoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Grassroots charity with mission to reduce suicide to zero in Australia. Reached 90,000+ people face-to-face and facilitated programs for 30,000+ individuals in 2024.
• Hunter CirclescoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Grassroots organization committed to building freely given relationships so people with disability can take their rightful place at the heart of community.
• Clergy Abused NetworkcoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Charity providing support and advocacy for survivors of abuse in religious contexts and their families.
• Baartz & CocoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Communications and engagement consultancy specializing in strategic communications and engagement, helping tell the story of 437 Hunter Street.
• Heart HRcoreStrategic or Co-development Partner · 28 January 2025In-house partner since January 2025. Award-winning HR consulting business providing training on team dynamics, effective communication, people management and talent development.
• Soul HubcoreStrategic or Co-development Partner · 1 January 2024In-house partner at 437 Hunter since January 2024. Community-funded, volunteer-driven charity providing 'more than a meal' support for vulnerable people experiencing homelessness, housing insecurity, mental unwellness, addiction, and social isolation.
• Family Inclusion Strategies Hunter (FISH)coreStrategic or Co-development Partner · 1 January 2024In-house partner since January 2024. Staffed by parents with lived experiences of child removal, life with a child in care, and struggles with child and family services.
• Hunter Ageing AlliancecoreStrategic or Co-development PartnerPartnership with Hunter Ageing Alliance to pilot and deliver the Hunter Homeshare program in the Hunter Region. Hunter Ageing Alliance leads the Housing for Older Persons Project with Embrace People & Place managing the homeshare initiative.
• Homeshare Australia and New Zealand Alliance (HANZA)coreStrategic or Co-development PartnerNational alliance supporting the development and delivery of homeshare programs across Australia and New Zealand. Provides framework and support for Hunter Homeshare implementation.
• Corrective Services NSWcoreStrategic or Co-development PartnerPrimary government partner for the Women in Community Program. Provides pre-release access to women in prison and supports program referrals and coordination.
• University of NewcastlecoreStrategic or Co-development PartnerContributes students to the Student Placement Program at 437 Hunter Street. Students from social work, social science, and human services disciplines gain placement experience.
• Australian Catholic UniversityminorStrategic or Co-development PartnerContributes students to the Student Placement Program, expanding interdisciplinary learning opportunities.
• Whitehouse International CollegeminorStrategic or Co-development PartnerEducational institution contributing students to the placement program, supporting sector capacity building.
• Success Works PartnerscoreStrategic or Co-development PartnerPartnership focused on employment support for women in the Women in Community Program. Success Works provides employability skills training and employer engagement to help women with criminal records gain employment.
• Pacific Link HousingcoreStrategic or Co-development PartnerCollaborates on Meanwhile Use housing model, converting vacant buildings into temporary accommodation for older women. Partner in addressing housing crisis.
• Women's Community ShelterscoreStrategic or Co-development PartnerMeanwhile Use Housing program partner providing safe, affordable housing for 30+ women across two sites, with some transitioning to permanent accommodation.
• Violet Co Legal & ConsultingcoreStrategic or Co-development PartnerIn-house partner providing boutique legal services focused on employment law, corporate governance, anti-discrimination, workplace investigations, mediation and sexual violence. Certified social enterprise and Indigenous business.
• First Australians CapitalcoreStrategic or Co-development PartnerIn-house partner providing First Nations entrepreneurs business growth support and financing. Accelerates growth and sustainability of the First Nations business sector.
• A Splash of Colour SwimmingcoreStrategic or Co-development PartnerIn-house partner. Award-winning not-for-profit delivering culturally inclusive, trauma-informed learn-to-swim programs for adults from CALD backgrounds.
• Nova for Women and ChildrencoreStrategic or Co-development PartnerPartner in Women's Carparking Pilot Project providing assessments and referrals for women sleeping in their cars.
• NHN GroupcoreStrategic or Co-development PartnerPartner in Women's Carparking Pilot Project providing security services for the women's-only carparking space.
• Hunter Ageing AlliancecoreStrategic or Co-development PartnerCo-founder of Housing for Older Persons Project. Dr John Ward, co-founder, recognized as 2024 NSW Senior Australian of the Year.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Emerging players

• Orange Sky Australia: Volunteer-driven NFP providing mobile services (showers, laundry) to people experiencing homelessness. Comparable in innovative service model and regional expansion strategy, though with different service modality.

Broad incumbents

• St Vincent de Paul Society NSW: National NFP providing housing assistance, homelessness support, and social services across NSW. Comparable in service mix (housing, welfare, advocacy) and reliance on volunteer/donation model.
• Mission Australia: Large national NFP delivering homelessness, housing, employment, and community services across Australia. Comparable in mission scope (housing + employment for vulnerable people) but operates at significantly larger scale and geographic footprint.
• Salvation Army Australia: National faith-based NFP providing emergency relief, accommodation, and community services including homelessness programs and social enterprise. Comparable in mission to vulnerable populations but as a much broader incumbent portfolio.
• Community Housing Limited: One of Australia's largest community housing providers delivering affordable rental housing and tenancy support. Comparable in housing mission and partnership with Pacific Link Housing, though operating at much larger scale as a registered housing provider.

Regional players

• Foodbank Australia: National NFP addressing food insecurity with a hub-and-distribution model and corporate partnerships. Comparable in NFP hub operating model and reliance on partner ecosystem, though focused on food rather than housing/homelessness.

Direct peers

• Launch Housing: Major Australian homelessness services provider operating integrated service hubs in Melbourne with co-located partner organizations and housing programs. Most direct structural analogue to Embrace's 437 Hunter Street model, though operating at larger scale.
• Neami National: NFP delivering mental health and community support services with co-located, integrated practice models and lived experience employment. Highly comparable in operating philosophy (integrated services, lived experience workforce) and target populations.
• Women's Community Shelters: NFP operating a network of women's shelters across NSW including the Meanwhile Use Housing program with Embrace. Direct peer in women's homelessness and shelter provision, and an active strategic partner.
• Wayside Chapel: Sydney-based community services NFP supporting people experiencing homelessness, addiction, and social isolation through integrated programs and creative social enterprise. Comparable in approach to vulnerable populations and holistic service integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@soulhubnewcastle
• Facebookfacebook.com/EmbracePeopleAndPlace
• LinkedInlinkedin.com/company/embrace-people-and-place

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Embrace People & Place