Just Like Us
Just Like Us is a UK charity founded in 2016 that delivers free LGBT+ inclusion programmes, school talks, teacher e-learning, and resources to more than 7,000 UK primary and secondary schools, funded through donations, foundation grants, and corporate partnerships.
- Company typePrivate
- Founded2016
- HeadquartersLondon, England, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Just Like Us does
Just Like Us is a UK registered charity (CIO 1165194) founded in 2016 that operates as the country's specialist LGBT+ young people's charity, focused on reducing anti-LGBT+ bullying and improving inclusion within UK schools. Its core programmes include School Diversity Week, an annual UK-wide celebration now reaching more than 7,000 primary and secondary schools (up from 6,200 in 2023), free School Talks delivered by trained LGBT+ ambassadors aged 18-25, the Pride Groups in-school club network, and the Ambassador volunteering programme that also feeds a Career Mentor Scheme. The charity extends into adjacent audiences with CPD-accredited e-learning courses for teachers, free curriculum resources for all Key Stages, and a 2025 LGBT+ Guide for Parents and Carers.
The underlying technology stack is a standard digital platform: a WordPress/WooCommerce-based website with shop, Stripe and JustGiving/Enthuse for donation processing, and Typeform-powered self-serve flows for school talk bookings, Pride Group sign-ups, and volunteer applications. Operational data is generated through recurring independent research reports (Growing Up LGBT+ 2021, Positive Futures 2023, LGBT+ Parents 2024) and the 2024 VotesforSchools survey of 31,875 pupils, which collectively inform programme design and policy advocacy.
The business model is a diversified charity funding mix. Schools receive programmes at no cost; revenue is generated through individual donations (monthly or one-off at £5/£10/£20), corporate partnerships with named firms including J.P. Morgan, Deloitte and British Land, trust and foundation grants from Paul Hamlyn Foundation and the National Lottery Community Fund, a subscription-style Founders' Circle at £100 per month or £1,000 per year, and modest product sales (Rainbow Ribbons at £15). Distribution is direct and UK-only, combining online self-serve with ambassador-led in-person and virtual delivery, supported by a small London-based team of 51-100 staff.
Just Like Us firmographics
Firmographics- Name
- Just Like Us
- Legal name
- Just Like Us
- Website
- https://justlikeus.org
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Just Like Us is a UK charity founded in 2016 that delivers free LGBT+ inclusion programmes, school talks, teacher e-learning, and resources to more than 7,000 UK primary and secondary schools, funded through donations, foundation grants, and corporate partnerships.
- Ownership category
- akta.pro rank
Just Like Us industry classification
Industry- Product category
- Youth charity and education services
- NAICS
- Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- LGBTQ+ Rights & Advocacy Organizations (BPAGAFAE)
- akta.pro secondary industry
- Education Partnerships for Equity, Inclusion & Gender (EDADALAF)
Keywords
Where Just Like Us is headquartered
LocationHeadquarters
- HQ city
- London, England
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Just Like Us business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Individual donations: Monthly and one-off donations from individuals, with suggested amounts of £5, £10, £20 or other amounts. Processed through website and Just Giving platform.
- Corporate partnerships: Tailored corporate partnerships including supporting Ambassador Programme, School Diversity Week, and product partnerships (e.g., Kiehl's limited editions). Partners include British Land, J.P. Morgan, Deloitte.
- Founders' Circle membership: Monthly giving programme at £100 equivalent per month, with annual option at £1,000 per person, offering exclusive events and early research access.
- Trusts and foundations grants: Grants from foundations including Paul Hamlyn Foundation, National Lottery Community Fund, supporting programmes across the UK.
- Product sales: Sale of products like Rainbow Ribbons (£15) through the online shop, with some free resources also available.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Individual donations - monthly or one-off |
| Subscription | Monthly | Founders' Circle premium membership |
| Freemium | Pay-as-you-go | School talks - free for secondary schools |
| Freemium | Pay-as-you-go | Pride Groups programme - free for schools |
| Unit Pricing | Pay-as-you-go | Rainbow Ribbons product |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Just Like Us product offering
Product offeringCore offering
Just Like Us is a UK-registered LGBT+ young people's charity that delivers free educational programmes, resources, and training to primary and secondary schools. Its core offerings include School Diversity Week, ambassador-led school talks, Pride Groups (school-based LGBT+ clubs), and CPD-accredited e-learning courses for teachers. Revenue is generated through individual donations, corporate partnerships, foundation grants, the Founders' Circle membership programme, and sales of merchandise such as Rainbow Ribbons.
Product overview
Just Like Us is an LGBT+ young people's charity offering a portfolio of free programmes, resources, and products focused on improving the lives of LGBT+ youth in UK schools. The core offering centers on School Diversity Week (annual celebration), School Talks (young ambassador presentations), Pride Groups Programme (school clubs), and the Ambassador Programme (volunteering for 18-25 year olds). Supporting products include free teacher e-learning courses, free school resources, the Career Mentor Scheme, and the LGBT+ Guide for Parents. The organization also sells Rainbow Ribbons through its shop and operates fundraising initiatives including the Founders' Circle membership programme and the 190 Challenge. Research reports are published to support advocacy and programme development.
Differentiator
Problem solved
Functional benefit
Brands
- School Diversity Week: Annual UK-wide celebration of LGBT+ equality in primary schools, secondary schools and colleges.
- Pride Groups Programme
- Ambassador Programme
- LGBT Teacher Training
Products and services
- School Diversity Week Annual UK-wide celebration of LGBT+ equality in primary and secondary schools, providing free educational resources for all Key Stages and activities including Rainbow Friday, assemblies, and school talks.
- School Talks Free talks delivered by LGBT+ ambassadors (aged 18-25) to secondary schools about growing up LGBT+ and allyship, covering allyship, key terms, myth-busting, and representation; available in-person or online.
- Pride Groups Programme National network of free lunchtime or after-school school clubs that help LGBT+ and ally young people meet, learn, and access support, with ready-to-go resources, fortnightly activities, staff training, and connections across schools.
- Ambassador Programme Volunteer programme for LGBT+ young adults aged 18-25 in the UK; ambassadors deliver school talks, participate in skills workshops, write for media outlets, and receive an LGBT+ career mentor.
- LGBT Teacher Training E-learning Courses Free, CPD-accredited online e-learning courses for teachers including 'Preventing anti-LGBT+ bullying' for primary and secondary schools and 'How to set up a Pride Group' for secondary schools.
- Career Mentor Scheme Mentorship programme matching LGBT+ young adults (18-25) with LGBT+ professionals (26+) who share industry experience, with mentors supporting mentees for up to one year across approximately 6-10 meetings.
- Free School Resources Free LGBT+ inclusive educational resources for primary and secondary schools including lesson plans, assemblies, videos, posters, and activities available for all Key Stages.
- LGBT+ Guide for Parents and Carers Comprehensive guide for all parents and carers on how to be allies to the LGBT+ community, including conversation starters, book and TV recommendations, and advice on supporting children who come out.
- Rainbow Ribbons Physical product sold in the Just Like Us shop for use in LGBT+ school fundraisers, priced at £15.00 excl VAT per pack.
- Founders' Circle Membership giving network for individuals committed to ending anti-LGBT+ bullying; members pay £100/month (or £1,000/year) and receive regular updates, exclusive research access, and invitations to annual dinners and Role Model Awards.
- 190 Challenge Fundraising challenge inviting participants to walk, run, cycle, or swim 190km representing the 190 days young people spend at school each year, running until end of August with downloadable packs.
- Research Reports Independent research reports including 'Growing Up LGBT+', 'Positive Futures', and 'LGBT+ Parents' providing data on LGBT+ young people's experiences in schools and mental health outcomes.
Quantifiable outcome
- Schools with positive LGBT+ messaging see reduced suicidal thoughts: 74% of LGBT+ pupils who never received positive messaging contemplated suicide, dropping to 65% with strong positive messaging
- +2 more outcomes
Companies that use Just Like Us
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles5 records
Just Like Us technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Just Like Us partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- VotesforSchoolscoreCollaborative research partnership for surveying students on LGBT+ topics; jointly produced research on homophobic language.
- NSPCCcoreSafeguarding policy developed in consultation with NSPCC to ensure child protection standards.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Just Like Us competitors and assessment
Company assessmentDirect peers
- GLSEN: US K-12 education-focused organization building safe LGBT+ inclusive schools. Closest functional peer globally - runs school programmes, teacher training, and student leadership networks.
- Stonewall: UK's largest LGBT+ rights charity, also working with schools and employers on LGBT+ equality. Direct peer in mission and UK geography, though materially larger in scope (workplace, policy, youth).
- Schools Out UK: UK charity specifically focused on LGBT+ inclusion in education and the classroom. Comparable mission around LGBT+ school resources and teacher training in the UK.
- Mermaids: UK charity supporting transgender, non-binary and gender-diverse children, young people and their families. Comparable as a UK-based LGBT+ youth-focused charity working with schools and families.
- Albert Kennedy Trust (akt): UK charity supporting LGBT+ young people (16-25) facing homelessness or hostile home environments. Comparable audience (LGBT+ 18-25 in the UK) and youth-mentoring orientation.
Regional players
- PFLAG: US-based organization for parents, families, and allies of LGBT+ people. Comparable on parent/family and ally engagement work, but US-focused.
Broad incumbents
- The Trevor Project: Largest US LGBT+ youth suicide prevention charity, with research, crisis services, and school programmes. Comparable youth LGBT+ mission and research orientation, but at materially larger US scale.
- LGBT Foundation: UK-wide LGBT+ charity providing broader health, wellbeing, and community services. Adjacent UK peer with overlapping audiences but a wider portfolio beyond schools and youth.
Emerging players
- Gendered Intelligence: UK charity supporting trans, non-binary and gender-questioning young people with youth work and schools engagement. Niche overlap on LGBT+ youth and UK schools programming.
- Brook: UK charity providing wellbeing and sexual health education for young people, including LGBT+ inclusion. Adjacent on UK youth education, partially overlapping on inclusive curriculum.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Just Like Us social profiles
Digital presenceJust Like Us compliance and trust
Trust signalCompliance2 records
Just Like Us financial estimates
Financial estimateRevenue estimate
Valuation estimate
Just Like Us leadership team
Management profileNumber of profiles
Profiles13 records
Just Like Us funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Just Like Us 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 Just Like Us
What does Just Like Us do?
Just Like Us is a UK-registered LGBT+ young people's charity that delivers free educational programmes, resources, and training to primary and secondary schools. Its core offerings include School Diversity Week, ambassador-led school talks, Pride Groups (school-based LGBT+ clubs), and CPD-accredited e-learning courses for teachers. Revenue is generated through individual donations, corporate partnerships, foundation grants, the Founders' Circle membership programme, and sales of merchandise such as Rainbow Ribbons.
Is Just Like Us a public or private company?
Just Like Us is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Just Like Us founded?
Just Like Us was founded in 2016. It employs 51 to 100 people.
Where is Just Like Us based?
Just Like Us is headquartered in London, England, United Kingdom, in the Europe region.
How does Just Like Us make money?
Five revenue lines are on record. Individual donations are the primary driver. The others are corporate partnerships, founders' Circle membership, trusts and foundations grants and product sales.
Who are Just Like Us's main competitors?
Direct peers on record are GLSEN, Stonewall, Schools Out UK, Mermaids and Albert Kennedy Trust (akt). PFLAG is listed as a regional player. Broad incumbents are The Trevor Project and LGBT Foundation. Emerging players are Gendered Intelligence and Brook.
Does Just Like Us have an API?
No public API is recorded for Just Like Us.
What industry is Just Like Us in?
Just Like Us's product category is Youth charity and education services. Its primary akta.pro industry code is BPAGAFAE, LGBTQ+ Rights & Advocacy Organizations, with a secondary code of EDADALAF, Education Partnerships for Equity, Inclusion & Gender. Its NAICS code is 611710 and its SIC code is 8200.