First Assist Group

What First Assist Group does

The company, operating as HA | Wisdom Wellbeing under the legal entity Health Assured Ltd, is a UK and Ireland-based Employee Assistance Programme (EAP) provider serving approximately 88,000 organisations and supporting an estimated 12.5 million people. Its core offering is a 24/7, 365-days-a-year counselling, legal, financial and physical wellbeing service delivered through a cloud-based platform with the proprietary Wisdom mobile and web application as the primary employee access channel. The Wisdom app integrates mood tracking, mini health checks, personalised content feeds, and a wellbeing resource library, and is complemented by a Virtual GP service, Mental Health First Aid Training, Occupational Health services, specialised Menopause Support with CBT, and Corporate Wellbeing assessments. The firm positions itself as the only BACP- and NCPS-accredited EAP in the UK and as the "UK's leading EAP provider," with a 360° wellbeing proposition.

Revenue is generated through B2B subscription contracts priced per employee on annual billing cycles, sold to UK and Ireland employers and augmented by add-on modules. The go-to-market combines enterprise field sales with dedicated relationship managers assigned to every client regardless of size, alongside a direct-to-consumer employee access layer through the Wisdom app on iOS and Android. Marketing is executed via the healthassured.org website (content, SEO, free business wellbeing assessment, instant online quote tool), organic social (LinkedIn, Twitter, Facebook, Instagram), and earned credibility signals (Google and Trustpilot reviews, an extensive UK regulatory accreditation stack including SEQOHS, ISO 14001, Cyber Essentials Plus, Investors in People, Living Wage, Disability Confident, and Mindful Employer). Reported outcomes include a 25% reduction in sickness absence, an 84% reduction in depression and anxiety, a 10x ROI per £1 spent, and 98% year-on-year retention.

Note on company identification: the input brief references "First Assist Group" with website firstassist.co.uk, but the underlying source data describes Health Assured Ltd / HA | Wisdom Wellbeing (healthassured.org, Manchester-registered, Companies House number 06314620, ~40 employees). The analysis above is constructed from the supplied source data; any genuine difference between First Assist Group and Health Assured Ltd cannot be reconciled from the available evidence.

Name

First Assist Group

Legal name

Health Assured Ltd

Website

https://firstassist.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

HA | Wisdom Wellbeing (Health Assured Ltd) is a UK and Ireland B2B Employee Assistance Programme provider, delivering 24/7 counselling, wellbeing, Virtual GP, and menopause support to 88,000 organisations and 12.5 million people through its proprietary Wisdom app and per-employee subscription contracts.

Ownership category

akta.pro rank

Product category

Employee Assistance Programme (EAP) Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Other Individual and Family Services (62419)

SIC

Services-Health Services (8000), Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Wellbeing, Mental Health & Employee Assistance (EAP) (BPACAPAO)

akta.pro secondary industries

Workplace Mental Health & EAP-Integrated Teletherapy Platforms (HLALAEAK), Behavioral & Mental Health Virtual Care (EAP/Teletherapy) (HLALADAB), Worksite Financial Wellness & Employee Assistance Programs (EAP) (FSAIAMAN)

Keywords

• Employee assistance programme
• Mental health counselling
• Workplace wellbeing services
• Virtual GP access
• Occupational health support

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. EAP Subscription Services: B2B subscription-based Employee Assistance Programme services sold to employers on a per-employee basis. Revenue is recurring as organisations renew annually. The service includes 24/7 counselling, legal, financial and physical support for employees and their immediate family members.
2. Corporate Wellbeing Solutions: Additional wellbeing services including mental health first aid training, occupational health services, and menopause support workshops sold alongside core EAP packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

HA | Wisdom Wellbeing provides Employee Assistance Programmes (EAPs) to employers across the UK and Ireland, delivering 24/7 counselling, legal, financial and physical support services to employees and their immediate families. The service is accessed through the proprietary Wisdom mobile and web application and is sold on a per-employee, annual subscription basis with add-on modules such as Virtual GP, occupational health and menopause CBT support.

Product overview

HA | Wisdom Wellbeing (formerly Health Assured) operates as a unified EAP platform offering a comprehensive suite of employee wellbeing services. The core offering is the Employee Assistance Programme (EAP), accessible through the proprietary Wisdom App which serves as the primary digital interface for employees to access counselling, mood tracking, health checks, and wellbeing resources. Additional services include Virtual GP, Mental Health First Aid Training, Corporate Wellbeing programs, specialized Menopause Support with CBT, Occupational Health Services, and Employee Counselling. These modules work together as an integrated 360° wellbeing solution designed to reduce sickness absence, improve productivity, and support organizational duty of care compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Wisdom: Mobile application platform providing 24/7 counselling support, mood tracking, personalised wellbeing feeds, mini health checks, and access to a resource library. Available via iOS and Android.

Products and services

• Employee Assistance Programme (EAP)
• Wisdom App
• Virtual GP
• Employee Counselling
• Menopause Support
• Mental Health First Aid Training
• Corporate Wellbeing
• Occupational Health Services

Quantifiable outcome

• Reduces sickness absence by 25%
• +5 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Validium: UK EAP provider serving employers with counselling, legal/financial information, and online wellbeing resources. Closely comparable proposition in size, geography, and target customer to a UK SME-focused EAP.
• Health Assured / HA | Wisdom Wellbeing: Note: the source data attributes all product and operational details to Health Assured Ltd (HA | Wisdom Wellbeing). If First Assist Group is a separate entity, then HA | Wisdom Wellbeing is the single most directly comparable peer: identical UK EAP proposition, BACP/NCPS accreditation, 360° model, Wisdom app, and UK/Ireland employer customer base.
• BHSF Ltd: UK provider of EAP, occupational health, and employee benefits serving employers across the UK. Comparable mid-market EAP competitor with subscription-based per-employee pricing and dedicated relationship management.
• Care first (Care first Counselling): UK EAP provider offering 24/7 counselling, helpline, and wellbeing services to employers. Direct competitor with similar B2B model, accredited counselling, and broad SME-through-enterprise coverage.
• ICAS (International): Global EAP provider with substantial UK presence, offering counselling, information, and wellbeing services to employers. Comparable B2B EAP capability with international infrastructure.

Emerging players

• Modern Health: Global employer mental health platform combining EAP-like services with therapy, coaching, and self-care. Adjacent competitor with similar tech-led, employer-sponsored distribution model.
• Headspace for Business: Employer-facing mental health platform offering mindfulness, coaching, and therapy subscriptions. Tech-forward direct competitor in the digital wellbeing/DTC-via-employer category, with growing UK presence.

Broad incumbents

• AXA Health: UK health insurer that bundles EAP/digital wellbeing services alongside group PMI. Larger incumbent that competes with First Assist while leveraging its insurance scale for distribution and pricing power.
• ComPsych: World's largest EAP provider by covered lives, offering integrated wellbeing, behavioural health, and absence management. Comparable proposition at global scale; less UK-specific focus.
• Workplace Options: One of the largest global EAP providers, serving multinational employers with counselling, work-life, and wellbeing programmes. A broader incumbent that competes for UK employer accounts with larger enterprise capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Xx.com/Health_Assured
• Facebookfacebook.com/HealthAssuredEAP
• LinkedInlinkedin.com/company/first-assist-group
• Instagraminstagram.com/hawisdomwellbeing

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 First Assist Group