PADA - Perinatal Anxiety & Depression Aotearoa

What PADA - Perinatal Anxiety & Depression Aotearoa does

PADA - Perinatal Anxiety & Depression Aotearoa is a New Zealand national charity focused on perinatal mental health education, advocacy, training, and resources. Founded in 2009 (originally as PMHNZ, rebranded to PADA in 2015), the organization is headquartered in Wellington and operates with a small core team of approximately six employees, delivering services across multiple regions including Greymouth, Masterton, Whangārei, Wellington, Nelson, Hamilton, and Wānaka. Its audiences are twofold: health professionals (midwives, GPs, mental health and maternal mental health workforces) who receive screening tools, accredited training, seminars, and workshops, and whānau/families experiencing perinatal distress who access fact sheets and online community channels such as Popup Chats.

PADA's core programs include in-person Wānanga workshops, Popup Chats (community conversations), culturally-specific initiatives such as Hine Tu Hine Ora (kaupapa Māori) and Tama'ita'i Toa (Pasifika), and from 2023 a free Perinatal Mental Health and Addictions e-learning course co-developed with strategic partner Whāraurau. It publishes clinical and consumer resources including EPDS (Edinburgh Postnatal Depression Scale) screening guidance and an extensive fact sheet library.

PADA does not receive regular government funding; its revenue is assembled from grants and donations from a diversified pool of New Zealand trusts and foundations (Tindall Foundation, MAS Foundation, NZ Lottery, Sargood Bequest, COGS branches, Foundation North, Trust House, Rātā, Central Lakes, Te Hiringa Hauora, Community Waikato, West Coast Community Trust), individual donations, fundraising events, and memberships at approximately NZD $40/year. Paid programming such as seminars is priced from NZD $25 to $125, often subsidized for accessibility. A 2025 Parliamentary Breakfast with the Minister for Mental Health signals ongoing policy advocacy to convert its authority into systemic funding.

Name

PADA - Perinatal Anxiety & Depression Aotearoa

Legal name

Perinatal Anxiety & Depression Aotearoa

Website

https://pada.nz

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

PADA is a New Zealand national charity that provides perinatal mental health education, training, advocacy, and resources to health professionals (midwives, GPs, mental health workforce) and to whānau/families, operating in-person Wānanga, e-learning with Whāraurau, and culturally-specific Māori and Pasifika programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

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. Grant Funding: PADA receives no regular government funding and relies solely on grants from trusts and foundations for operating expenses and programs.
2. Membership Fees: Annual membership available from approximately $40, providing discounts on seminars and merchandise.
3. Donations: Direct donations from individuals and organizations, including memorial donations.
4. Fundraising: Various fundraising activities including corporate partnerships and events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

PADA is a national charity delivering advocacy, awareness, and accredited training for healthcare providers who support families experiencing perinatal anxiety and depression. Its core offerings include one-day Wānanga workshops (accredited for 6 Midwifery Council continuing education hours), regional seminars, free online Popup Chats, a government-funded e-learning course, and culturally tailored programs (Hine Tu Hine Ora for Māori, Tama'ita'i Toa for Pasifika families, rainbow-inclusive care training).

Product overview

PADA - Perinatal Anxiety & Depression Aotearoa is a national charity offering education, training, and resources for perinatal mental health. The organization provides a portfolio of programs including PADA Popup Chats (online educational talks), PADA Wānanga (in-person professional development workshops), PADA Seminars (location-based training), and specialized workshops such as Hine Tu Hine Ora (Māori cultural competency) and Tama'ita'i Toa (Pasifika cultural competency). Additional offerings include screening tools like the Edinburgh Postnatal Depression Scale (EPDS), fact sheets & research materials, an e-learning course developed with Whāraurau, membership program, newsletter (Kawerongo), and annual events including the Māori Perinatal Mental Health Hui. The organization does not offer a unified software platform but provides educational resources and training services primarily through in-person events, online sessions, and digital content.

Differentiator

Problem solved

Functional benefit

Products and services

• PADA Wānanga

Quantifiable outcome

• Training thousands of care providers who will care for families throughout New Zealand regions
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• WhārauraucoreStrategic or Co-development PartnerNational provider of infant, child and youth mental health training partnered with PADA to develop a series of e-learning modules on perinatal mental health and addictions. Funded by government to provide this training which will be free to access.
• Te Hau Toka Southern Lakes Wellbeing GroupcoreStrategic or Co-development PartnerPartnership with PADA to present free perinatal education in Wānaka, working together on Southern Lakes region events.
• InsideOUTcoreStrategic or Co-development PartnerRainbow-inclusive healthcare organization partnering with PADA for Wellington Rainbow Inclusive Perinatal Care Wānanga.
• Great Fathers | Mana MātucoreOthersPADA Kaiārahi Brendon Smith represents PADA at Great Fathers, advocating for father's mental health needs in the perinatal period.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Postpartum Support International (PSI): US-based nonprofit dedicated to perinatal mental health awareness, provider training, and support. Closest international direct peer with similar training-plus-advocacy portfolio.
• Maternal Mental Health Alliance (UK): UK coalition of organizations working to improve perinatal mental health services and training. Comparable national-advocacy model targeting healthcare workforce.
• PANDA - Perinatal Anxiety & Depression Australia: Australia's national peak body for perinatal mental health, providing helpline, training, and advocacy. Directly comparable to PADA in mission, structure, and service mix across the Tasman.

Broad incumbents

• Lifeline Aotearoa: NZ crisis-support charity that overlaps with PADA on family/whānau wellbeing and competes for similar trust and foundation funding pools.
• Mental Health Foundation of New Zealand: Largest NZ mental health charity working across all conditions. Overlaps with PADA on perinatal awareness campaigns and grant funding pools but covers a much broader portfolio.

Regional players

• Plunket New Zealand: NZ's largest Well Child provider, sending nurses to PADA Wānanga. Adjacent in perinatal family support but operates clinical service delivery rather than training and advocacy.
• Te Pou: NZ workforce development organization for mental health, addiction, and disability. Comparable in delivering national training programs to NZ health providers.

Emerging players

• Perinatal Anxiety & Depression New Zealand - Peer Support (PADAx / peer-led equivalents): Emerging NZ peer-led perinatal mental health support organizations offering lived-experience services that partially overlap with PADA's family support content and resources.

Others

• Whāraurau: NZ national provider of infant, child, and youth mental health training; PADA's e-learning development partner and a structural collaborator rather than competitor.
• Great Fathers | Mana Mātua: NZ advocacy organization for fathers' mental health. PADA Board member Brendon Smith represents PADA here, making it an advocacy partner with overlapping target population.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xfacebook.com/PADA-Perinatal-Anxiety-Depression-Aotearoa-178121272272484
• YouTubeyoutube.com/channel/UCfmkcZ3IMWAfqmUagau9olg
• Facebookfacebook.com/PADA-Perinatal-Anxiety-Depression-Aotearoa-178121272272484
• Instagraminstagram.com/perinatalanxiety_depression_nz
• LinkedInlinkedin.com/company/pada---perinatal-anxiety-&-depression-aotearoa

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 PADA - Perinatal Anxiety & Depression Aotearoa