Kids in Mind Charity

Name

Kids in Mind Charity

Legal name

Kids in Mind

Website

https://kidsinmind.uk

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Children's Mental Health & Wellbeing Services

NAICS

Child and Youth Services (62411), Other Individual and Family Services (624190)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

Behavioral Health for Children & Adolescents (Youth Services) (HLAFACAL)

akta.pro secondary industries

Child Protection & Child Rights (BPAGABAG), Mental Health & Emotional/Trauma-Informed Childcare (anxiety, PTSD) (HSAAAIAI)

Keywords

• Children's mental health services
• Trauma therapy programs
• Therapeutic wellbeing sessions
• Domestic abuse refuge support
• Charitable wellbeing programmes

Headquarters

HQ city

London Colney

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Direct monetary donations from individuals supporting mental health sessions and therapeutic programs for children in domestic abuse refuges. Donations fund specific therapeutic sessions, mental health resources, and operational costs.
2. Online Wellbeing Shop: E-commerce platform selling therapeutic items and sessions including comfort toys (£10), therapy sessions (£25-£75), toys (£5-£20), and experience items. Proceeds fund refuge children's wellbeing programs.
3. Fundraising Events: Revenue generated through sponsored participation in running events (London Marathon, Big Half), quiz nights, and wellbeing challenges where participants raise funds.
4. Pantomime Fundraising Partnership: World's Biggest Pantomime Company raises funds through audience donations at performances, with £37,000+ donated in the previous year through this partnership.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Kids in Mind Charity provides therapeutic and wellbeing sessions to children aged 4+ who have escaped domestic violence and are living in UK women's refuges. Its suite of six core services — Mental Health Support, Children's Well-being Classes, Play Therapy, Music Therapy, Art Therapy, and Comfort Toys (Comfort Bear) — is delivered directly in refuge settings by trained practitioners using methodologies rooted in neuroplasticity and NLP, with an online Wellbeing Shop enabling donors to fund individual sessions and comfort items for delivery to children in refuges.

Product overview

Kids in Mind Charity provides a suite of therapeutic and well-being services for children aged 4 and older who have escaped domestic violence. The core offering consists of six therapeutic services: Mental Health Support, Children's Well-being Classes, Play Therapy, Music Therapy, Art Therapy, and Comfort Toys (Comfort Bear). The organisation employs strategies rooted in neuroplasticity and NLP, integrating yoga, music, art, and play to create healing environments. Their Wellbeing Shop serves as a donation portal where supporters can fund individual therapeutic sessions (Play Therapy, Art Therapy, Music Therapy, Practitioner-led Well-being Sessions) and purchase comfort items for direct delivery to children in refuges. Additionally, the Rotary Toy Box programme provides Christmas gift boxes containing 10 brand new toys to children in domestic abuse refuges.

Differentiator

Problem solved

Functional benefit

Products and services

• Mental Health Support Therapeutic service providing mental health support to children who have witnessed or experienced domestic violence, helping them process trauma and develop coping strategies.
• Children's Well-being Classes Well-being classes focused on resilience-building and emotional regulation, teaching children strategies to alleviate stress, navigate anxiety, and build emotional tools for life's challenges. Delivered in refuge settings.
• Play Therapy Therapeutic approach using play as a universal language for children to express innermost thoughts and emotions, fostering self-discovery and strength through imaginative play.
• Music Therapy Therapeutic sessions using rhythm and melody to help children explore inner landscapes, foster social connections, and develop communication and self-awareness skills.
• Art Therapy Therapeutic sessions using visual expression through colour, form, and texture, guided by skilled therapists to help children process intricate emotions and build self-compassion.
• Wellbeing Shop (Donation Portal) Online shop where donors purchase therapeutic sessions (Music, Art, Play, Practitioner-led Well-being Sessions) and comfort toys. All purchases are donations that go directly to children in refuge — no physical items are delivered to buyers.
• Rotary Toy Box Christmas Toy Box programme delivered in partnership with Rotary International GB&I, providing boxes of 10 brand new age- and gender-appropriate toys to children who have escaped domestic abuse.
• World's Biggest Pantomime Partnership Experience 10-year partnership with World's Biggest Pantomime Company providing free pantomime tickets to disadvantaged and refuge children, generating audience donations that fund therapeutic programmes.
• Rotary Children's Fun Day Annual events at 100+ UK venues in partnership with Rotary International GB&I, providing disadvantaged children with a day of activities and entertainment.

Quantifiable outcome

• 86% of abused children do not turn to drugs and crime with proper intervention
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Rotary International in Great Britain and IrelandcoreStrategic or Co-development PartnerPartnership for Rotary Toy Box program delivering Christmas toy boxes to children in domestic abuse refuges (thousands annually) and Rotary Children's Fun Day reaching over 100 venues and 25,000 children. Nearly 2,500 Rotarians volunteer their time.
• World's Biggest Pantomime Company / Jordan ConwaycoreGTM or Marketing Partner10-year partnership providing free pantomime tickets to disadvantaged children. Raised £37,000+ through audience donations. Children from refuges attend productions including Elf, Scrooge, and The Wizard of Oz at multiple venues.
• Toy Fair / British Toy and Hobby Association (BTHA)coreGTM or Marketing PartnerOfficial charity partner for Toy Fair at Olympia London. Annual 'Trolley Dash' collects 6,000+ toys from exhibitors. Over 60 volunteers collect donations distributed to children in refuges. First year partnership 2024, renewed for 2025.
• LIFE Church, BradfordminorChannel Partner/ Reseller/ DistributorDistribution partner receiving toy donations for families in one of the most deprived areas of the UK. Serves families from refuge situations and single women with children.
• HasbrominorGTM or Marketing PartnerToy manufacturer partner contributing donations to Kids in Mind toy distribution programs.
• YodelminorChannel Partner/ Reseller/ DistributorLogistics partner providing delivery services for toy distribution to children in refuges.
• Various UK Venues (Theme Parks, Theatres)minorStrategic or Co-development PartnerOver 100 venues participate in Rotary Children's Fun Day, hosting disadvantaged children for a day of activities and entertainment.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Place2Be: UK children's mental health charity providing in-school counselling and emotional support. Comparable because both provide mental health therapy to UK children using creative/play-based approaches, though Place2Be focuses on school settings rather than refuges.
• KidsOut: UK charity that supports children escaping domestic abuse, including toy and activity donations to refuges. Closest direct peer because Kids in Mind's founder previously worked with KidsOut and both specifically serve children fleeing domestic violence in UK refuges.
• YoungMinds: UK charity championing children and young people's mental health. Comparable because both target youth mental health outcomes in the UK and address trauma and emotional regulation, though YoungMinds focuses more on advocacy and youth voice.

Broad incumbents

• Mind: Major UK mental health charity. Comparable because Kids in Mind's therapeutic services (music, art, play, NLP-based wellbeing) fall within the broader mental health support category Mind serves, though Mind operates UK-wide for adults and young people rather than refuge children specifically.
• Women's Aid: UK federation supporting domestic abuse services and refuges nationwide. Comparable because Kids in Mind's therapeutic services are delivered to children in the ~450 refuges that Women's Aid-affiliated organizations operate.
• Childline: NSPCC-run 24/7 counselling helpline for UK children and young people. Comparable because both address mental health and trauma support for children in the UK, though Childline delivers remote counselling while Kids in Mind delivers in-refuge therapy.
• Barnardo's: Major UK children's charity running services for vulnerable children including mental health support. Comparable because Kids in Mind's founder previously worked with Barnardo's and both serve at-risk children, though Barnardo's operates at significantly larger national scale.
• With You: UK provider of mental health, drug, and alcohol support services. Comparable because Kids in Mind cites prevention of substance abuse as a core outcome, and trustee Jeremy Fish previously served With You, indicating direct sector overlap in addressing addiction-related support.
• Refuge: UK charity providing specialist support to women and children experiencing domestic violence, including refuge services. Comparable because both organizations focus on domestic abuse survivors and Kids in Mind delivers therapy inside Refuge-affiliated shelters.
• NSPCC: UK's largest children's charity focused on child abuse prevention and support. Comparable because Kids in Mind's founder previously served NSPCC and both organizations address child trauma and mental wellbeing, but NSPCC operates a much broader portfolio across the UK.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kids-in-mind-charity
• Instagraminstagram.com/kidsinmindcharity

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 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 Kids in Mind Charity