Frontline19 ® CIC
Frontline19 CIC is a UK non-profit that delivers free, confidential psychological therapy to NHS and frontline workers via a 1,000+ volunteer therapist network, supported by the Mood App, Hopeline19 phone line, and donation-led funding.
- Company typePrivate
- Founded2020
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Frontline19 ® CIC does
Frontline19 CIC is a UK-registered Community Interest Company (non-profit) founded in 2020 by psychotherapist Claire Goodwin-Fee to deliver free, confidential psychological support to NHS and frontline workers. The organization matches eligible users with qualified volunteer therapists and provides an 8-12 session care package, delivered across multiple low-friction channels including WhatsApp, email, telephone, and Zoom. Its product surface includes the Hopeline19 telephone support line, the Mood App (iOS and Android) for ongoing mood tracking, and EFT Tapping self-help resources, forming a multi-channel care ecosystem rather than a single-product offering.
Operationally, Frontline19 runs on a hybrid model: a small employed team (11-50 staff per LinkedIn) coordinates clinical delivery, fundraising, and product, while a network of 1,000+ volunteer therapists provides the clinical capacity. Since inception, the organization has supported over one million people and currently serves approximately 9,000 individuals per week, with the service population having expanded beyond NHS staff to include teaching personnel and emergency services workers.
The revenue model is donation-led, supplemented by a merchandise Shopify storefront and bolstered by high-visibility awareness campaigns, including the D&AD Black Pencil-winning Hopeline19 work (2022) and the 2024 Thinkboxes Award-winning "Sicker than the Patients" campaign executed with adam&eveDDB. A Channel 4 "Life on the Frontline" takeover in April 2024 provided a national broadcast platform for fundraising and brand-building. The combination of volunteer clinical supply, mainstream-media fundraising leverage, and a documented 8-10 week waiting list positions Frontline19 as a demand-constrained social enterprise rather than a revenue-driven commercial operator.
Frontline19 ® CIC firmographics
Firmographics- Name
- Frontline19 ® CIC
- Legal name
- FL19 CIC
- Website
- https://frontline19.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Frontline19 CIC is a UK non-profit that delivers free, confidential psychological therapy to NHS and frontline workers via a 1,000+ volunteer therapist network, supported by the Mood App, Hopeline19 phone line, and donation-led funding.
- Ownership category
- akta.pro rank
Frontline19 ® CIC industry classification
Industry- Product category
- Mental Health Support Services
- NAICS
- Offices of Mental Health Practitioners (except Physicians) (621330), Other Individual and Family Services (62419)
- SIC
- Services-Social Services (8300), Services-Health Services (8000)
- akta.pro primary industry
- General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)
Keywords
Where Frontline19 ® CIC is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Frontline19 ® CIC business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Donations and Charitable Funding: As a Community Interest Company (CIC) non-profit, Frontline19 operates entirely on donations from individuals, organizations, and possibly government or trust grants. No direct revenue from service users. Donations fund counselling services, support programs, crisis intervention, resource development, and community outreach.
- Shop Sales: Operates an e-commerce shop selling accessories through Shopify (frontline-19.myshopify.com). Revenue from merchandise sales contributes to operational funding.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free counselling service for NHS and frontline workers |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Frontline19 ® CIC product offering
Product offeringCore offering
Frontline19 provides free, confidential psychological counselling and mental health support to NHS and frontline workers in the UK. Clients complete a confidential online form and are matched with qualified volunteer counsellors and psychotherapists for 8-12 sessions delivered via their preferred communication method (WhatsApp, Email, Phone, or Zoom). The organization also offers the Mood App for daily mood tracking and EFT Tapping wellness resources, with all services funded by donations.
Product overview
Frontline19 CIC is a non-profit mental health support organization offering a unified service portfolio centered on psychological counselling and emotional wellbeing support for UK frontline workers. The core offering is the Psychological Support Service, which matches NHS and frontline staff with qualified volunteer therapists for confidential counselling sessions. Supporting this are two digital products: the Mood App for daily mood tracking via color-based daily check-ins on iOS and Android, and an EFT Tapping resource delivered through partner Sarah Tobin. The organisation operates a therapist matching platform to connect volunteers with clients, and maintains a donation-funded model supporting counselling services, crisis intervention, support programs, resource development, and community outreach.
Differentiator
Problem solved
Functional benefit
Brands
- Mood App: A mood tracking application that allows users to record how they feel each day with one tap, to see their bigger picture and take charge of their mental wellbeing.
Products and services
- Frontline19 Psychological Support Service A confidential, free psychological counselling and mental health support service matching frontline NHS and key worker clients with qualified volunteer therapists for 8-12 sessions delivered via their preferred communication method (WhatsApp, Email, Phone, or Zoom). Currently serves approximately 9,000 people per week with an 8-10 week waiting list due to high demand.
- Mood App
Quantifiable outcome
- 97% of service users feel better after using the service
- +3 more outcomes
Companies that use Frontline19 ® CIC
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Frontline19 ® CIC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Frontline19 ® CIC partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and minor.
- adam&eveDDBcoreCreative agency partnership for 'Sicker than the Patients' campaign - a high-profile advertising campaign raising awareness of NHS workers' mental health crisis. Campaign won D&AD Black Pencil (2022) and Thinkboxes Award for TV Creativity (2024). The CCTV-style depiction of NHS workers in distress was broadcast on TV and outdoor advertising.
- Channel 4flagshipPartnership for 'Life on the Frontline' continuity takeover. NHS frontline staff read continuity announcements around well-known blue light programming including '24 Hours in A&E' and '999 on the Frontline'. Partnership spotlighted the mental health crisis and directed viewers to Frontline19 support services.
- RSA FilmscoreFilm production partnership for Hopeline19 campaign. Campaign featured in Cannes Contenders 2024 and won D&AD Black Pencil.
- Tapping with Sarah TobinminorProvider of EFT Tapping resources featured on Frontline19 website. Guided soul journeys through EFT Tapping, ancestral release, womb healing and spiritual embodiment available as a resource for frontline workers and general public.
Scale indicators6 records
Recent moves5 records
Expansion highlights4 records
Frontline19 ® CIC competitors and assessment
Company assessmentDirect peers
- Shout: UK-based free, confidential 24/7 text messaging support service for people in crisis. Comparable donation-funded, volunteer-staffed, multi-channel digital mental health delivery model.
- Campaign Against Living Miserably (CALM): UK charity dedicated to preventing male suicide, offering helpline, webchat and community support. Comparable donation-funded, volunteer-staffed UK mental health charity model targeting crisis intervention.
- Doctors in Distress: UK charity providing free mental health support groups and therapy specifically to doctors and other healthcare professionals. Closest direct peer given shared NHS-facing, free, donation-funded therapy mission.
- NHS Practitioner Health: NHS-commissioned service providing confidential mental health support to doctors and dentists in the UK. Comparable target population and clinical scope, though statutory rather than donation-funded.
Broad incumbents
- Samaritans: UK-wide charity providing confidential emotional support via phone and online to anyone in distress. Operates in a directly adjacent emotional-support space with a much broader population scope and a volunteer-staffed model.
- Mind: Major UK mental health charity providing information, support and advocacy across the population. Operates in the same UK mental-health-support space but with a much wider remit and established statutory relationships.
- Talkspace: Online therapy platform connecting users with licensed therapists via text, audio and video. Comparable teletherapy infrastructure and therapist-matching model, but commercially monetized.
- BetterHelp: Large-scale direct-to-consumer online therapy platform offering counselling via messaging, phone and video. Comparable telehealth delivery mechanics, though commercial rather than charity-funded and not UK-NHS focused.
Emerging players
- Headspace: Digital mental wellbeing platform with guided content, meditation and therapy services. Overlaps with Frontline19's Mood App on the consumer mental-wellness product side.
- Calm: Consumer mental wellness app offering meditation, sleep and mindfulness content. Comparable to Frontline19's Mood App and digital wellness resources category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Frontline19 ® CIC social profiles
Digital presenceFrontline19 ® CIC financial estimates
Financial estimateRevenue estimate
Valuation estimate
Frontline19 ® CIC leadership team
Management profileNumber of profiles
Profiles3 records
Frontline19 ® CIC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Frontline19 ® CIC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Frontline19 ® CIC
What does Frontline19 ® CIC do?
Frontline19 provides free, confidential psychological counselling and mental health support to NHS and frontline workers in the UK. Clients complete a confidential online form and are matched with qualified volunteer counsellors and psychotherapists for 8-12 sessions delivered via their preferred communication method (WhatsApp, Email, Phone, or Zoom). The organization also offers the Mood App for daily mood tracking and EFT Tapping wellness resources, with all services funded by donations.
Is Frontline19 ® CIC a public or private company?
Frontline19 ® CIC is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Frontline19 ® CIC founded?
Frontline19 ® CIC was founded in 2020. It employs 11 to 50 people.
Where is Frontline19 ® CIC based?
Frontline19 ® CIC is headquartered in London, United Kingdom, in the Europe region.
How does Frontline19 ® CIC make money?
Two revenue lines are on record. Donations and Charitable Funding is the primary driver. The others are shop Sales.
Who are Frontline19 ® CIC's main competitors?
Direct peers on record are Shout, Campaign Against Living Miserably (CALM), Doctors in Distress and NHS Practitioner Health. Broad incumbents are Samaritans, Mind, Talkspace and BetterHelp. Emerging players are Headspace and Calm.
Does Frontline19 ® CIC have an API?
No public API is recorded for Frontline19 ® CIC.
What industry is Frontline19 ® CIC in?
Frontline19 ® CIC's product category is Mental Health Support Services. Its primary akta.pro industry code is HLALAEAA, General Mental Health Therapy Platforms (Talk Therapy). Its NAICS code is 621330 and its SIC code is 8300.