Society of Behavioural Health, Singapore

What Society of Behavioural Health, Singapore does

The Society of Behavioural Health, Singapore (SBHS) is a non-profit professional membership society incorporated in 2017 in Singapore, dedicated to advancing behavioural health through practice, policy, and partnerships. It serves healthcare practitioners, researchers, policy planners, and social sector leaders in Singapore and the broader Asia-Pacific region, with a particular focus on the emerging health and wellness coaching profession. SBHS operates as the secretariat of Singapore's only formal Health and Wellness Coach Registry, governed by a proprietary competency framework, code of ethical practice, and CPD requirements, and aligned to global standards via a strategic partnership with the UK International Health Coaching Association (UKIHCA).

The society's product portfolio is structured around four pillars: (1) membership subscriptions at SGD 50/year (Full) and SGD 20/year (Student) with voting rights for the former; (2) the Annual Scientific Meeting (ASM), a flagship two-day conference priced at SGD 200 (members) / SGD 250 (non-members) and supported by pharma sponsors including GSK, Gilead, Kenvue, and AstraZeneca; (3) the Health Coaching Certification Programme priced at SGD 3,500, complemented by a Portfolio Route assessment (SGD 300) for experienced coaches seeking recognition; and (4) ancillary services including a curated Professional Indemnity Insurance product via Ergo (SGD 327), the Curiosity Series webinars, and Health Coaching Interest Group meetings. Distribution is direct and self-serve through sgbehaviouralhealth.com, with no app, API, or proprietary technology stack disclosed.

SBHS's business model is community-led growth, anchored in institutional partnerships with the Health Promotion Board (HPB), NUS Saw Swee Hock School of Public Health, NTU Lee Kong Chian School of Medicine, Republic Polytechnic, ITE, NUHS, SingHealth, Sport Singapore, and the international bodies ISBM and ACLM. The Fourth Executive Committee (2026-2028) led by President Ms Soh Lai Yee (Group Chief Patient Officer at NUHS) governs the organization, which is funded entirely through membership dues, event fees, certification enrolment, and corporate sponsorship — with no disclosed equity funding, acquisitions, or revenue figures.

Name

Society of Behavioural Health, Singapore

Legal name

Society of Behavioural Health, Singapore

Website

https://sgbehaviouralhealth.org

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

SBHS is a Singapore non-profit professional society that sets competency standards and operates the only formal Health and Wellness Coach Registry in Singapore, serving healthcare practitioners, researchers, and health coaches through membership, certification, and an annual scientific meeting.

Ownership category

akta.pro rank

Product category

Behavioural Health Professional Society

NAICS

Voluntary Health Organizations (813212)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Community Health, Health Promotion & Behavior Change (SBCC) (BPADAIAL)

akta.pro secondary industry

Health Systems Strengthening & Universal Health Coverage (UHC) Partnerships (HLAJAOAL)

Keywords

• Behavioural health society
• Health coaching certification
• Professional membership services
• Scientific medical meetings
• Continuing professional development

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Full membership at $50/year and student membership at $20/year provide recurring revenue. Members receive discounted rates to events, access to exclusive members' section with past event recordings, and voting rights in the society.
2. Scientific Meeting Registration: Annual Scientific Meeting generates revenue through registration fees: SGD 200 for members and SGD 250 for non-members.
3. Health Coaching Certification Programme: Comprehensive certification programme priced at SGD 3,500, with modular components also available for separate purchase. Portfolio Route assessment priced at SGD 300 (discounted from SGD 600).
4. Professional Indemnity Insurance: Group professional indemnity insurance offered through Ergo at SGD 327 (SGD 300 + GST), available only to full SBHS members registered in the Health and Wellness Coach Registry.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

SBHS is a professional membership society that delivers behavioural health professionalisation services in Singapore. Its core commercial offerings are annual memberships, the SBHS Health Coaching Certification Programme, the Health and Wellness Coach Registry and Portfolio Route for experienced coaches, the Annual Scientific Meeting, the Curiosity Series educational workshops/webinars, Health Coaching Interest Group Meetings, and a group Professional Indemnity Insurance scheme through Ergo.

Product overview

The Society of Behavioural Health, Singapore (SBHS) operates as a professional society offering a portfolio of products and services centred on advancing behavioural health through practice, policy, and partnerships. The core offerings include the SBHS Health and Wellness Coach Registry for verifying trained coaches, the SBHS Health Coaching Certification Programme for competency-based training, and the Portfolio Route for experienced coaches seeking recognition. Additional services include governance and standards frameworks, professional indemnity insurance, and the annual Scientific Meeting. The society also provides membership programmes (Full, Student, and Academia tiers) and educational initiatives including the Curiosity Series webinars and Health Coaching Interest Group Meetings. The Health Coaching Chapter serves as the professional home for health and wellness coaches in Singapore, supported by strategic alliances with UK International Health Coaching Association.

Differentiator

Problem solved

Functional benefit

Brands

• Health Coaching Chapter: Chapter dedicated to advancing health and wellness coaching competency standards and registry in Singapore.
• Curiosity Series
• Annual Scientific Meeting (ASM)

Products and services

• SBHS Membership
• SBHS Health Coaching Certification Programme
• Portfolio Route to SBHS Registered Health and Wellness Coach
• SBHS Health and Wellness Coach Registry
• Annual Scientific Meeting
• Curiosity Series
• Health Coaching Interest Group Meetings
• Professional Indemnity Insurance by Ergo

Named customers6 records

Segments1 record

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered supporting, minor, major and core.

• GSK (Gold Sponsor)supportingOthers · 1 January 2026Gold sponsor of SBHS Annual Scientific Meeting 2026, supporting professional education and scientific exchange.
• Gilead (Gold Sponsor)supportingOthers · 1 January 2026Gold sponsor of SBHS Annual Scientific Meeting 2026, supporting professional education and scientific exchange.
• Kenvue (Gold Sponsor)supportingOthers · 1 January 2026Gold sponsor of SBHS Annual Scientific Meeting 2026, supporting professional education and scientific exchange.
• AstraZeneca (Bronze Sponsor)minorOthers · 1 January 2026Bronze sponsor of SBHS Annual Scientific Meeting 2026.
• American College of Lifestyle MedicinemajorGTM or Marketing Partner · 1 January 2026Special partnership with ACLM offering SBHS members 10% discount on LM2026 Lifestyle Medicine Conference registration. Provides CE credits for SBHS RHWC.
• Healthcare Services Employees' UnioncoreStrategic or Co-development Partner · 1 January 2025SBHS signed memorandum of understanding with the Healthcare Services Employees' Union in 2025, supporting the integration of health coaching into workforce development.
• International Society of Behavioral Medicine (ISBM)coreStrategic or Co-development PartnerSBHS maintains formal affiliation with ISBM, the global body for behavioural medicine. This partnership provides access to international networks, research collaboration opportunities, and joint webinar series including ISBM 2025 Webinar Series featuring international speakers.
• UK International Health Coaching Association (UKIHCA)coreStrategic or Co-development PartnerStrategic partnership with UKIHCA to ensure professional standards in health and wellness coaching aligned with global standards. UKIHCA provides oversight and recognition for SBHS's competency framework and registry.
• NTU Lee Kong Chian School of MedicinecoreStrategic or Co-development PartnerCollaboration with NTU to align and build health coaching capabilities for the CADENCE study, a national cardiovascular research initiative integrating basic, translational, and clinical capabilities focused on prevention, early detection, and long-term management of cardiovascular diseases.
• Health Promotion Board (HPB)majorStrategic or Co-development PartnerHPB is a key partner in SBHS's Annual Scientific Meeting and broader initiatives to advance preventive care and population health in Singapore.
• NUS Saw Swee Hock School of Public HealthmajorStrategic or Co-development PartnerCollaboration with NUS School of Public Health reflects shared leadership required to advance prevention and population health. Co-host of scientific meetings.
• Institute of Technical Education (ITE)supportingImplementation/ SI/ Consulting PartnerITE offers Technical Diploma in Health and Exercise Coaching and hosts Life Support Training Centre providing certification courses. Partner in health coaching education pipeline.
• Republic PolytechnicsupportingImplementation/ SI/ Consulting PartnerRepublic Polytechnic offers Specialist Diploma in Health Wellness Coaching and contributes to health coaching education through Health Management and Promotion programme.
• College of Family Physicians SingaporesupportingStrategic or Co-development PartnerParticipant in SBHS Roundtable on Scaling Health Coaching and Building Health Literacy in APAC, bringing primary care perspective to health coaching integration.
• SingHealthsupportingStrategic or Co-development PartnerNational Healthcare Group and SingHealth participate in SBHS roundtable discussions on health coaching ecosystem development.
• Exercise is Medicine SingaporesupportingStrategic or Co-development PartnerPartner in promoting physical activity and exercise prescription within health coaching framework.
• Singapore Society of Lifestyle MedicinesupportingStrategic or Co-development PartnerCollaborates on lifestyle medicine initiatives and professional development for health coaches.
• Singapore Nutrition and Dietetics AssociationsupportingStrategic or Co-development PartnerPartner in nutrition and dietetics integration within health coaching and behavioural health practice.
• Sport SingaporesupportingStrategic or Co-development PartnerPartner in promoting sport and physical activity, supporting goal to provide health coaching access to 500,000 residents by 2027.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Exercise is Medicine Singapore (EIMS): Singapore entity of the global EIM initiative, focused on integrating physical activity into healthcare. Comparable as a Singapore-registered health-focused professional body partnering with SBHS on physical activity integration in coaching.
• International Society of Behavioral Medicine (ISBM): Global professional society for behavioural medicine of which SBHS is a Singapore affiliate. Comparable as the parent international body governing behavioural medicine research and practice, with shared mission and conference hosting model (ICBM).
• American College of Lifestyle Medicine (ACLM): US-based professional society for lifestyle medicine that has a formal GTM partnership with SBHS (10% discount for SBHS members at LM2026). Comparable as a certification, conference, and CME-issuing body in adjacent lifestyle and preventive health domain.
• College of Family Physicians Singapore: Singapore professional college for family physicians that participates in SBHS roundtables on health coaching integration. Comparable as a domestic medical specialty college with certification and continuing education programmes.
• Singapore Nutrition and Dietetics Association: National professional society for dietitians and nutritionists in Singapore with which SBHS partners on nutrition integration in coaching. Comparable as a Singapore-registered professional body governing allied health practice standards.
• UK International Health Coaching Association (UKIHCA): UK-based professional body for health and wellness coaching that provides the standards backing for SBHS's competency framework and registry. Directly comparable as a national-level health coaching membership and certification body with aligned mission.
• Singapore Society of Lifestyle Medicine: Domestic Singapore professional society for lifestyle medicine practitioners. Directly comparable as a Singapore-registered society with overlapping membership base (clinicians and health coaches), shared training and advocacy mission.

Broad incumbents

• National Wellness Institute (NWI): US-based established professional organization offering wellness coaching certification and continuing education with broader wellness focus than SBHS's health coaching specialization. Comparable as an incumbent professional body with certification and credentialing products.
• International Coaching Federation (ICF): Global professional body for coaching across all niches with credentialing, education, and conference programmes. Comparable as a broad incumbent that defines coaching standards and competes for the same trainer/coach audience.

Regional players

• Singapore Medical Association: Singapore's principal professional association for medical doctors. Comparable as a domestic registered society with similar CME, advocacy, and member services structure, though operating at broader physician-population scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=E6L97WX5t2Q
• LinkedInlinkedin.com/company/society-of-behavioural-health-singapore

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Society of Behavioural Health, Singapore