What HeadsUpGuys does

HeadsUpGuys is a Canadian non-profit organization operating a free, evidence-based digital mental health platform focused exclusively on men's depression and suicide prevention. Founded in 2015 as a program of the University of British Columbia under the leadership of Dr. John Ogrodniczuk, Professor of Psychiatry and Director of the Psychotherapy Program at UBC, the organization is transitioning in November 2025 to become an independent registered charity under the name HeadsUpGuys Society. Its core products include validated mental health screening tools (depression self-checks, anxiety and stress assessments), an International Therapist Directory of over 800 qualified professionals, evidence-based self-guided courses (Mindfulness, Rewiring Negative Thoughts, Managing Anger, Relationship Skills, Providing Peer Support), and a content library of more than 100 recovery stories and 100+ self-help articles.

The platform is built on a self-serve digital distribution model with no native mobile app, accessible globally via the website at headsupguys.org. Underlying technology consists of standard web-based delivery of screening instruments, course content, and a searchable therapist directory, with all resources evidence-based and developed through UBC-led clinical research. The organization maintains a small team of 8 employees, complemented by clinicians, researchers, and mental health advocates, and distributes content across Instagram, Twitter, LinkedIn, Facebook, email newsletter, and earned media in outlets such as CBC, Forbes, Men's Health, The Telegraph, Healthline, and CTV News.

HeadsUpGuys generates no commercial revenue from end users — all resources are provided free of charge. The organization is funded exclusively through donations from its donor community and does not receive federal or provincial/state government funding. It is currently unable to issue tax receipts while awaiting registered charity status from the Canada Revenue Agency, a transition expected to finalize within 6-12 months. GTM is community-led, emphasizing peer support, recovery stories, and breaking stigma around masculinity, with partnerships across 100+ organizations including the American Foundation For Suicide Prevention, Canadian Mental Health Association, Movember, and multiple universities.

Name

HeadsUpGuys

Legal name

HeadsUpGuys Society

Website

https://headsupguys.org

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

HeadsUpGuys is a Canadian non-profit operating a free, evidence-based digital platform providing mental health screening tools, a 800+ therapist directory, self-guided courses, and recovery stories specifically for men experiencing depression and suicidal thoughts. Founded in 2015 at UBC, it is transitioning to an independent registered charity in 2025.

Ownership category

akta.pro rank

Product category

Men's Mental Health Services

NAICS

Other Individual and Family Services (624190)

SIC

Services-Social Services (8300)

akta.pro primary industry

General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

akta.pro secondary industries

Mindfulness-Based Coaching & Training (MBSR/MBCT-style) (HSADAJAB), Grief, Trauma & PTSD-Focused Teletherapy Platforms (HLALAEAL), Peer Support, Recovery Coaching & Sober Living Services (HLAFACAN)

Keywords

• Men's mental health resources
• Depression screening tools
• Suicide prevention support
• Online therapy directory
• Self-guided mental health courses

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: HeadsUpGuys relies solely on donations from its donor community for funding. The organization does not receive funding from federal or provincial/state governments. Donations contribute to sustaining the team, updating and expanding the website, ongoing awareness efforts, promotional campaigns and materials.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

HeadsUpGuys operates a free, online men's mental health and suicide prevention platform offering validated self-assessment screening tools for depression, anxiety, stress, and social anxiety; an international directory of 800+ therapists specializing in men's mental health; evidence-based self-guided courses (Mindfulness for Men, Rewiring Negative Thoughts, Managing Anger, Relationship Skills, Providing Peer Support); and a library of 100+ recovery stories, 100+ self-help articles, and 80+ research articles. All resources are available at no cost to users globally and the organization is funded entirely through donor contributions.

Product overview

HeadsUpGuys is a digital mental health platform offering a comprehensive suite of resources for men's mental health and suicide prevention. The platform consists of mental health screening tools (depression self-checks, anxiety assessments), an international therapist directory with over 800 qualified therapists, self-guided evidence-based courses (mindfulness, cognitive restructuring, anger management), and a library of 100+ articles and recovery stories. Supporting services include donation/fundraising tools and In Memoriam tribute pages. The organization transitioned from UBC to become an independent non-profit in 2025.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Health Screening Tools Validated, free, self-administered online screening tools that help men assess symptoms of depression, anxiety, stress, and social anxiety and guide them toward next steps including professional help.
• International Therapist Directory Online directory of 800+ qualified therapists who specialize in men's mental health, enabling men worldwide to find professional support in their region.
• Self-Guided Courses Free, evidence-based online courses that teach men practical skills including mindfulness, cognitive restructuring for negative thoughts, anger management, relationship skills, and how to provide peer support.
• Articles and Recovery Stories Library Comprehensive content library offering 100+ recovery stories from real men, 100+ research-informed self-help articles, 80+ research articles on men's mental health, and 20+ articles on supporting a man through mental health challenges.

Quantifiable outcome

• 74% of visitors could better recognize symptoms of depression after visiting the site
• +8 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

23 partnerships are on record, tiered core and minor.

• UBC Men's Health Research ProgramcoreStrategic or Co-development PartnerCollaborative partnership with UBC's men's health research program. Dr. John Ogrodniczuk, Professor of Psychiatry and Director of the Psychotherapy Program at UBC, leads HeadsUpGuys research initiatives and ensures evidence-based approach.
• To Write Love on Her Arms (TWLOHA)coreStrategic or Co-development PartnerPartnership with TWLOHA, a non-profit dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide, sharing commitment to mental health advocacy.
• BC Lions AlumniminorStrategic or Co-development PartnerAlumni association of the BC Lions CFL team partnering to promote men's mental health through sports community engagement.
• COPE Mental Health CoalitionminorStrategic or Co-development PartnerMental health coalition partnership focused on collaborative mental health advocacy and resource sharing.
• Langley Rugby ClubminorStrategic or Co-development PartnerSports community partnership promoting men's mental health through rugby network engagement.
• Movember AustraliacoreStrategic or Co-development PartnerRecognized by Movember Australia as a valuable men's mental health resource. Movember is a leading global organization changing the face of men's health.
• American Foundation For Suicide PreventioncoreStrategic or Co-development PartnerRecognized as a valuable resource by the American Foundation For Suicide Prevention, the leading national nonprofit organization exclusively dedicated to understanding and preventing suicide.
• Canadian Mental Health AssociationcoreStrategic or Co-development PartnerRecognized as a valuable resource by the Canadian Mental Health Association, the most extensive mental health organization in Canada.
• BCGA Golf Zone 4minorStrategic or Co-development PartnerGolf association partnership promoting men's mental health through sports community networks.
• The Scooty FundminorStrategic or Co-development PartnerMental health advocacy fund partnership supporting suicide prevention and mental health awareness initiatives.
• Get Lost... Find YourselfminorStrategic or Co-development PartnerAdventure-based mental health initiative partnership focused on personal growth and mental wellness through experiential programs.
• Toronto DingosminorStrategic or Co-development PartnerAustralian rules football club partnership engaging sports community in men's mental health advocacy.
• Rock MentalminorStrategic or Co-development PartnerMental health organization partnership focused on rock/music community engagement for mental health awareness.
• Chad's Day For ChangeminorStrategic or Co-development PartnerAnnual fundraising event partnership honoring loved ones lost to suicide while raising awareness and funds for men's mental health.
• Vancouver Welsh Men's ChoirminorStrategic or Co-development PartnerMusic and arts community partnership engaging men's choir in mental health awareness and community support.
• No Gamer Left BehindminorStrategic or Co-development PartnerGaming community mental health initiative partnership reaching men through gaming networks and communities.
• Anxiety CanadacoreStrategic or Co-development PartnerRecognized as a valuable resource by Anxiety Canada, a nonprofit organization making anxiety care more accessible.
• The Jed FoundationcoreStrategic or Co-development PartnerRecognized as a valuable resource by The Jed Foundation, a nonprofit that exists to protect emotional health and prevent suicide in teens and young adults.
• Men's Health Forum IrelandcoreStrategic or Co-development PartnerRecognized as a valuable resource by Men's Health Forum Ireland, the national organization providing information and support on men's health issues.
• Next Gen MencoreStrategic or Co-development PartnerRecognized partnership with Next Gen Men, an organization working to improve men's mental health and reduce gender-based violence.
• British Columbia Institute of TechnologycoreStrategic or Co-development PartnerPartnership with BCIT providing mental health resources for students and staff, demonstrating university/institutional endorsement of HeadsUpGuys resources.
• Mount Royal UniversitycoreStrategic or Co-development PartnerPartnership with Mount Royal University providing mental health resources for students, demonstrating university/institutional endorsement.
• York UniversitycoreStrategic or Co-development PartnerPartnership with York University providing mental health resources for students, demonstrating university/institutional endorsement.

Scale indicators12 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Movember: Global men's health charity funding men's mental health, prostate cancer, and testicular cancer programs. Comparable as a major donor and awareness vehicle for men's mental health that recognizes and amplifies niche resources like HeadsUpGuys.
• Mental Health America: US community-based non-profit addressing the needs of those living with mental illness through advocacy, education, and screening tools (e.g., MHA Screening). Broad incumbent peer with overlapping screening and self-help content.
• American Foundation for Suicide Prevention (AFSP): Largest US non-profit dedicated to understanding and preventing suicide, funding research and public awareness. Broad incumbent partner that recognizes HeadsUpGuys as a resource for its male-specific audience.

Direct peers

• Anxiety Canada: Canadian non-profit making anxiety care more accessible through digital tools, self-help resources, and therapist directories. Direct peer in the digital mental health resource category and an existing HeadsUpGuys partner.
• Man Therapy: US-based men's mental health platform combining self-assessment, humor-driven content, and a therapist directory aimed at men. Closest direct competitor to HeadsUpGuys in the men's digital mental health resource category.
• To Write Love on Her Arms (TWLOHA): US non-profit dedicated to presenting hope and finding help for people struggling with depression, addiction, self-injury, and suicide. Direct peer in digital mental health advocacy and an existing HeadsUpGuys partner.
• Next Gen Men: Canadian organization working to improve men's mental health and reduce gender-based violence. Direct peer in the men's mental health non-profit category and an existing HeadsUpGuys partner.
• Campaign Against Living Miserably (CALM): UK-based suicide prevention charity focused on male suicide, offering helpline services and digital resources. Direct peer as it tackles the same male suicide and mental health crisis from a different geography.
• BuddyUp: Men's mental health peer-support app focused on suicide prevention and stigma reduction. Direct peer in the men's-specific digital mental health category with overlapping self-help and peer-support functionality.

Emerging players

• The Jed Foundation: US non-profit protecting emotional health and preventing suicide for teens and young adults. Adjacent peer in mental health resource provision and an existing HeadsUpGuys partner organization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/headsupguys
• Instagraminstagram.com/headsupguys

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 HeadsUpGuys