My Death, My Decision
My Death, My Decision is a UK non-profit campaigning for assisted dying law reform in England and Wales, targeting adults of sound mind who are terminally ill or suffering intolerably. It is funded by donations, memberships, and legacies, and operates through petitions, an MP contact tool, and a Clinical Advisory Group.
- Company typePrivate
- Founded-
- HeadquartersKington, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What My Death, My Decision does
My Death, My Decision is a UK-based, non-charitable not-for-profit organization that campaigns for assisted dying law reform in England and Wales. It is incorporated as My Death, My Decision Ltd, a company limited by guarantee registered in England (company number 11758121), with operational and postal addresses in London and a registered office in Kington, Herefordshire. Its stated mission is to secure a compassionate law permitting a medically assisted death for adults of sound mind who are suffering intolerably or terminally ill, with robust safeguards. The organization cites a public-impact framing — that approximately one UK citizen per week travels to Switzerland for an assisted death and that families risk up to 14 years' imprisonment for accompanying them — as the central problem it seeks to address.
The organization operates a grassroots, community-led go-to-market model. Its core products and services are advocacy assets rather than technology: an MP contact tool with postcode lookup and meeting guides, an online petition, a Clinical Advisory Group of healthcare professionals (including a former NHS Medical Director) that lends clinical credibility to policy submissions, personal-stories content, campaign toolkits, and a "Campaign in Your Area" program. There is no proprietary technology platform, app, API, or AI/ML capability; the technology stack is standard website and email infrastructure.
The revenue model is purely philanthropic. Income is generated through three streams: voluntary donations, annual membership subscriptions, and legacy bequests (share of residue, fixed sum, or specific gift). The organization is not a registered charity, is not publicly traded, and discloses no financial figures, funding rounds, or headcount beyond approximately 10 staff and volunteers. Its operating geography is restricted to England and Wales, and its primary "customers" are individual supporters, members, and MPs rather than paying commercial clients.
My Death, My Decision firmographics
Firmographics- Name
- My Death, My Decision
- Legal name
- My Death, My Decision Ltd
- Website
- https://mydeath-mydecision.org.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- My Death, My Decision is a UK non-profit campaigning for assisted dying law reform in England and Wales, targeting adults of sound mind who are terminally ill or suffering intolerably. It is funded by donations, memberships, and legacies, and operates through petitions, an MP contact tool, and a Clinical Advisory Group.
- Ownership category
- akta.pro rank
My Death, My Decision industry classification
Industry- Product category
- Policy Advocacy Services
- NAICS
- Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- akta.pro primary industry
- Palliative Care, Hospice & Serious Illness Support (BPAGACAK)
Keywords
Where My Death, My Decision is headquartered
LocationHeadquarters
- HQ city
- Kington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
My Death, My Decision business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations: Voluntary monetary contributions from supporters, including one-time and recurring donations.
- Membership Fees: Annual membership subscriptions that provide supporters with formal involvement in the campaign and organization.
- Legacies and Bequests: Gifts left in wills, including shares of estates, fixed amounts, or specific items. Three types of legacy gifts are offered: share of residue, fixed sum, or specific gift.
Go-to-market motion1 record
Marketing channels5 records
My Death, My Decision product offering
Product offeringCore offering
My Death, My Decision is a grassroots not-for-profit movement that campaigns for assisted dying law reform in England and Wales, advocating for a compassionate law permitting medically assisted death for adults of sound mind who are suffering intolerably or terminally ill. The organization engages supporters through petitions, MP contact campaigns, personal stories, donation programmes, and a Clinical Advisory Group of healthcare professionals, and is funded via voluntary donations, membership subscriptions, and legacy bequests.
Product overview
My Death, My Decision is a not-for-profit grassroots advocacy organization rather than a technology company. Its core offerings consist of campaign activities and resources focused on assisted dying law reform: an MP contact tool enabling supporters to reach representatives, a Clinical Advisory Group providing healthcare professional expertise, an online petition platform, and a legacy giving program. The organization does not offer software products, platforms, or technology services.
Differentiator
Problem solved
Functional benefit
Products and services
- Assisted Dying Advocacy Campaign
- MP Contact Tool
- Clinical Advisory Group
- Petition Platform
- Legacy Giving Program
Companies that use My Death, My Decision
Customer profileIdeal customer profiles2 records
My Death, My Decision technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
My Death, My Decision partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
My Death, My Decision competitors and assessment
Company assessmentEmerging players
- Exit International: Founded by Philip Nitschke, this international organization advocates for rational, end-of-life choices and provides information on assisted dying options including for non-terminally ill adults. Represents the more radical end of the spectrum that My Death, My Decision's broader 'suffering intolerably' framing partly mirrors.
- Healthcare Professionals for Assisted Dying (HPAD): A UK clinical body advocating for assisted dying law reform, with significant overlap in membership with My Death, My Decision's Clinical Advisory Group. Provides medical professional legitimacy and a clinical-policy angle on the same legislative target.
Broad incumbents
- Humanists UK: A large UK advocacy organization that campaigns on a broad range of humanist issues including assisted dying. Has substantially more resources and a registered-charity structure, making it both an ally and a competing voice on the same policy reform in Parliament.
Regional players
- Dying with Dignity Canada: Canada's national assisted dying advocacy and education organization, operating in a jurisdiction (Canada) that has already legalized Medical Assistance in Dying. Provides a comparative template and international peer voice for UK reform advocacy.
- Go Gentle Australia: Australian advocacy organization that successfully campaigned for voluntary assisted dying laws across multiple Australian states. A peer international comparable demonstrating how targeted campaigning can translate public support into state-level legislative wins.
Direct peers
- Dignity in Dying: The UK's largest and longest-established assisted dying campaign organization, directly competing for the same donor pool, parliamentary influence, and media attention on UK assisted dying reform. Shares the same core mission but operates as a registered charity and is generally perceived as the more moderate, terminal-illness-focused counterpart.
- Compassion in Dying: A sister organization of Dignity in Dying, focused on end-of-life rights and patient choice in England and Wales. Provides individual support and information on end-of-life options, directly overlapping with the choice/autonomy themes central to My Death, My Decision's campaign.
Others
- The World Federation of Right to Die Societies: An international umbrella body coordinating right-to-die advocacy organizations globally. Provides international legitimacy, research, and cross-border coordination that My Death, My Decision can leverage, but does not itself compete for UK donors or legislative influence.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
My Death, My Decision social profiles
Digital presenceMy Death, My Decision financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Death, My Decision leadership team
Management profileNumber of profiles
Profiles2 records
My Death, My Decision funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Death, My Decision 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 My Death, My Decision
What does My Death, My Decision do?
My Death, My Decision is a grassroots not-for-profit movement that campaigns for assisted dying law reform in England and Wales, advocating for a compassionate law permitting medically assisted death for adults of sound mind who are suffering intolerably or terminally ill. The organization engages supporters through petitions, MP contact campaigns, personal stories, donation programmes, and a Clinical Advisory Group of healthcare professionals, and is funded via voluntary donations, membership subscriptions, and legacy bequests.
Is My Death, My Decision a public or private company?
My Death, My Decision is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was My Death, My Decision founded?
My Death, My Decision was founded in -1. It employs 1 to 10 people.
Where is My Death, My Decision based?
My Death, My Decision is headquartered in Kington, United Kingdom, in the Europe region.
How does My Death, My Decision make money?
Three revenue lines are on record. Donations are the primary driver. The others are membership Fees and legacies and Bequests.
Who are My Death, My Decision's main competitors?
Emerging players on record are Exit International and Healthcare Professionals for Assisted Dying (HPAD). Humanists UK is listed as a broad incumbent. Regional players are Dying with Dignity Canada and Go Gentle Australia. Direct peers are Dignity in Dying and Compassion in Dying. The World Federation of Right to Die Societies is listed as an others.
Does My Death, My Decision have an API?
No public API is recorded for My Death, My Decision.
What industry is My Death, My Decision in?
My Death, My Decision's product category is Policy Advocacy Services. Its primary akta.pro industry code is BPAGACAK, Palliative Care, Hospice & Serious Illness Support. Its NAICS code is 813.