Fresh Minds

What Fresh Minds does

Fresh Minds is a New Zealand-based mental health and wellbeing service provider operating as ProCare Fresh Minds Limited, a wholly-owned subsidiary of ProCare Health Limited within the ProCare Group. Founded in 2003 and headquartered in Auckland with approximately 40 employees, the company delivers short-term, focused talking therapy across three Auckland clinic locations (NorthWest/Massey, Ellerslie, Manukau) plus a West Auckland satellite, with additional clinician coverage spanning Hamilton, Tauranga, Christchurch, Wellington, Nelson, Westport, and Dunedin. Its clinical team is multi-disciplinary, comprising Clinical, Health, Counselling, Educational and General Psychologists alongside Mental Health Nurses, Social Workers, Occupational Therapists, Counsellors, GPs, and Kaimanaaki, enabling culturally appropriate care across life stages and ethnicities including dedicated Māori (Te Tumu Waiora) and youth programmes.

The company operates four primary product lines: individual Therapy (in-person and telehealth at NZ$220 per 50-minute self-pay session, with a GP-referred funded pathway via the ProCare network), Webinars (four-session topical series sold direct-to-consumer), Better Wellbeing (a B2B Employee Assistance Programme covering Employee Assist, Employment Plus, Critical Incident Response, and Professional Development Supervision), and Community Programmes (Ready Steady Quit, Te Tumu Waiora, Here Toitū, Triple P Positive Parenting, and School Based Health). The underlying technology stack is modest: a password-protected, encrypted patient portal for clinical records and bookings, Zoom as the third-party video platform for telehealth and webinars, and DPS (PCI DSS-compliant) for online payments. The organisation holds no patents, has no app, and exposes no public API.

Fresh Minds' go-to-market is hybrid: a self-serve direct-to-consumer motion for individual self-pay therapy and webinars (no GP referral required), a sales-led B2B motion for employer EAP contracts (bespoke multi-year engagements following a free consultation), and a referral-driven funded-therapy channel via ProCare's GP network and ProFusion patient portal. Revenue is generated through per-session self-pay fees, bespoke EAP subscriptions, webinar package sales, and likely government/NGO commissioning for community programmes. The organisation is governed under New Zealand's Privacy Act 2020 and Health Information Privacy Code 2020, with all clinical delivery performed by registered health professionals.

Name

Fresh Minds

Legal name

ProCare Fresh Minds Limited

Website

https://freshminds.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Fresh Minds is a New Zealand mental health and wellbeing provider (ProCare Group subsidiary) delivering individual therapy, webinars, workplace EAP, and community programmes across Auckland and nationwide via a multi-disciplinary clinician team.

Ownership category

akta.pro rank

Product category

Mental Health Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Specialty Outpatient Facilities, Nec (8093), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Neurodevelopmental & Behavioral Therapy Platforms (ADHD/Autism/Behavioral Coaching) (HLALAEAJ)

akta.pro secondary industry

Mind-Body Wellness Coaching (Holistic/Integrative) (HSADAGAG)

Keywords

• Mental health services
• Talking therapy
• Employee assistance programme
• Wellbeing programmes
• Telehealth therapy

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel

Revenue model

1. Self-Pay / Private Therapy Sessions: Individuals self-refer directly for private therapy at $220 per 50-minute session (incl. GST). No GP referral required. The company also offers GP/funded therapy for eligible clients referred through the public system.
2. Employee Assistance Programme (EAP) - Better Wellbeing: Bespoke workplace wellbeing solutions sold to employers, including Employee Assist (therapy, workshops, coaching, webinars) and Employment Plus (conflict resolution, transition support, performance coaching), and Critical Incident Response. Billed as organizational contracts.
3. Webinar Series Sales: Four-session webinar series sold directly to consumers for mental health education and support. Purchased through DPS online payment system. Recordings of missed sessions accessible for 7 days after live recording.
4. Community Programme Partnerships: Fresh Minds runs or partners on community health programmes including Ready Steady Quit (smoking cessation), Te Tumu Waiora, Here Toitū, Triple P – Positive Parenting Programme, and School Based Health Programme, likely funded through government or NGO commissioning.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Fresh Minds provides short-term, focused talking therapy and mental wellbeing services to individuals, whānau, communities, and workplaces across New Zealand. Core offerings include one-on-one therapy (in-person, phone, and online), webinars for mental health education, the Better Wellbeing Employee Assistance Programme for employers, and community programmes covering smoking cessation, parenting, Māori wellbeing, and youth health.

Product overview

Fresh Minds is a mental health and wellbeing service provider offering a unified portfolio of clinical services and community programmes across New Zealand. The core offerings include Therapy Services (individual in-person and telehealth sessions), Webinars (online educational series), Better Wellbeing/EAP (workplace solutions), Community Programmes (Ready Steady Quit, Triple P, Te Tumu Waiora, School Based Health), and Understanding Wellbeing (self-help resources). Services are delivered through three Auckland clinic locations, virtual appointments, and employer workplaces, with clinicians including Psychologists, Mental Health Nurses, Social Workers, Occupational Therapists, and Counsellors. Fresh Minds is part of the ProCare Group and serves individuals, whānau, communities, and workplaces.

Differentiator

Problem solved

Functional benefit

Products and services

• Therapy Services Individual talking therapy sessions delivered in-person at three Auckland clinics or via telehealth (phone/video), providing short-term, focused support for mental health concerns including stress, anxiety, depression, grief, and family conflict. Available via direct self-referral at $220 per 50-minute session or via GP referral for funded therapy.
• Webinars Four-session online webinar series focusing on specific mental health topics such as anxiety, mood, and wellbeing, delivered by qualified therapists using Zoom video conferencing and paid for via the DPS online payment system.
• Better Wellbeing (Employee Assistance Programme) Comprehensive workplace wellbeing solution sold to employers on bespoke multi-year contracts, combining Employee Assist (therapy, workshops, coaching, webinars), Employment Plus (conflict resolution, transition support, performance coaching), and Critical Incident Response services across in-person, on-site, virtual, evening, and weekend delivery modes.
• Community Partnerships and Programmes Community-focused health and wellbeing programmes covering smoking cessation (Ready Steady Quit), Māori wellbeing (Te Tumu Waiora, Here Toitū), positive parenting (Triple P), and youth health (School Based Health), delivered under government or NGO commissioning arrangements.

Quantifiable outcome

• One of New Zealand's largest providers of short-term, focused talking therapy
• +2 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Tāmaki HealthcoreStrategic or Co-development Partner · 1 January 2024Tāmaki Health is a key partner in the 2024–2025 Psychologist Intern Hub alongside Fresh Minds. Fresh Minds is proud to support the next generation of psychologists through hands-on training in diverse clinical settings, fostering future mental health leaders in Aotearoa.
• Avondale CollegeminorOthersDr Anoosh Franklin, a Clinical Psychologist, practices at Avondworth College while also serving Fresh Minds clients, indicating a clinical placement or secondment arrangement.
• ZoomcoreTechnology or IntegrationFresh Minds uses Zoom as a third-party application to run live webinars. Webinar sessions may be recorded for educational purposes; if shown outside the live event, only the presenter and slides are visible.
• DPS (Direct Payment Solutions)coreTechnology or IntegrationOnline payment for webinars is processed through DPS, which is PCI DSS compliant. Fresh Minds is not liable for failures in the payment system or third-party connection issues.
• Te Pou o Te Whakaaro NuiminorStrategic or Co-development PartnerFresh Minds' wellbeing educational resources were developed by a Fresh Minds psychologist, adapted from Te Hikuwai resources developed by Te Pou o Te Whakaaro Nui.
• ProCare Group (ProCare Health Limited)coreOthersFresh Minds is powered by the ProCare Group. ProCare is a leading health and wellbeing provider in New Zealand providing trusted, quality community-based services to healthcare professionals and supporting hundreds of thousands of people across NZ. Fresh Minds is a subsidiary of ProCare Health Limited (trading as ProCare Fresh Minds Limited).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Tāhuna Therapy Centre / EAPWorks: NZ-based Employee Assistance Programme (EAP) provider selling workplace contracts. Directly comparable to Fresh Minds' Better Wellbeing / EAP offering, including therapy, crisis response and employer sales motion.
• Pathways (New Zealand): NZ provider of mental health, wellbeing and addiction services with nationwide reach and integrated clinical teams. Closely comparable in offering individual therapy, community programmes and employer-facing wellbeing work.
• Clearhead: NZ-born digital mental health platform offering self-referred therapy matching, online counselling and EAP-style services. Closely comparable in business model (DTC self-pay + B2B employer sales) and therapy-delivery technology stack.

Emerging players

• Pura Vida Parenting / Triple P NZ: Licensed evidence-based parenting programme that Fresh Minds delivers under franchise/community partnership. Comparable as both a programme partner and potential adjacent competitor within parenting and family wellbeing services.

Regional players

• WellSouth Primary Health Network: Southern NZ primary health network delivering community mental health and GP-referred funded therapy programmes. Comparable in publicly funded community mental health and primary-care-referral therapy delivery.
• Raise Mental Health: NZ EAP and workplace mental health provider with national employer contracts. Directly comparable in B2B Better Wellbeing / EAP service lines and workplace wellbeing delivery model.
• Ormiston Specialist Centre: NZ multidisciplinary outpatient mental health provider in Auckland offering therapy, counselling and psychiatric services. Comparable in office-based mental health practitioner delivery model within the same Auckland market.

Broad incumbents

• Emerge Aotearoa: Large NZ NGO providing mental health, addiction and community support across multiple regions. Comparable in breadth of mental health and wellbeing programmes, multi-disciplinary teams, and government-funded community contracts.
• ProCare Health Limited: Fresh Minds' parent company and the largest primary health network in Auckland, providing GP, mental health and community services across the region. Comparable as the parent platform that supplies referrals, governance and clinical reach underpinning Fresh Minds' services.
• BetterHelp (Teladoc Health): Global DTC telehealth therapy marketplace connecting users to licensed therapists online. Comparable as large-scale telehealth therapy platform but operates on a much broader, digital-native scale than Fresh Minds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FreshMindsNZ
• Instagraminstagram.com/freshmindsnz
• LinkedInlinkedin.com/company/fresh-minds-nz

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Fresh Minds