Schools Ministry Group

What Schools Ministry Group does

Schools Ministry Group (SMG) is a South Australian non-profit, faith-based organisation founded in 1991 that delivers student wellbeing and pastoral care services to over 200 government schools across the state. Its core offering is a chaplaincy program placing more than 270 Pastoral Care Workers (PCWs) directly into SA government schools under the federally administered National Student Wellbeing Program (NSWP) via the SA Department for Education, making it the largest chaplaincy service provider in South Australia. SMG operates from a headquarters in Edwardstown, Adelaide, with approximately 30 Support Centre staff and a total workforce of roughly 350, governed by an independent Board of Directors under newly appointed CEO Sarah Reimann (May 2025).

SMG's product portfolio extends beyond chaplaincy into complementary wellbeing services. Life Matters seminars deliver curriculum-aligned (Australian Curriculum V9) primary and secondary programs covering emotions, respect, friendship, safety, transition, consent, health, identity, diversity and wellbeing, priced from A$590 per session, alongside seasonal shows (Easter/Christmas Matters) and a new 2025 Kimochis Live Show. The Wellbeing Classroom is an evidence-based, trauma-informed framework embedding coaches into Early Learning Centres and Primary Schools, developed in partnership with the University of South Australia School of Education and Salisbury Communities for Children and recognised in ACER's Wellbeing Program Guide. SMG also runs approved RRHAN-EC mandatory notification training for the SA Department for Education, Catholic Education SA, and AISSA, and operates the Kimochis Australia sub-brand with its own online store, character-based SEL resources and training. The underlying technology stack is light: LearnWorlds powers the MySMG e-learning platform with social SSO, Wufoo handles enquiry and registration forms, and Plink (SA DfE) hosts the RRHAN-EC Fundamentals course.

SMG's revenue is a mix of contracted government chaplaincy funding (the dominant stream), donations and philanthropy, paid seminars and shows, RRHAN-EC training fees, and Kimochis retail/training sales. Distribution is direct: PCWs are appointed to individual schools through Regional Managers in partnership with local combined Christian communities; seminars, shows, and training are delivered on-site at schools; and Kimochis resources are sold via an e-commerce storefront. Customer concentration sits with the SA government as the primary payer, although end-service delivery is spread across hundreds of schools. SMG holds Australian Childhood Foundation Safeguarding Children Certification, complies with the Privacy Act 1988, and maintains Working with Children Check and National Criminal History Record Check screening across its workforce.

Name

Schools Ministry Group

Legal name

Schools Ministry Group Incorporated

Website

https://smg.asn.au

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Schools Ministry Group is a South Australian non-profit founded in 1991 that delivers pastoral care and student wellbeing services to over 200 SA government schools, placing more than 270 Pastoral Care Workers via the National Student Wellbeing Program and offering seminars, training, and the Kimochis Australia SEL sub-brand.

Ownership category

akta.pro rank

Product category

School Wellbeing and Pastoral Care Services

NAICS

Educational Support Services (611710), Elementary and Secondary Schools (6111), Child and Youth Services (62411), Educational Support Services (6117)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Public Student Support & Related Services (Counseling, SEL, Health, Safety) (EDAJAAAK)

akta.pro secondary industries

Campus Spiritual & Religious Life (EDALAHAI), Faith-Based & Mission Service Programs (EDAIAGAI), Community Center Education Programs (EDAAAFAB)

Keywords

• School pastoral care
• Student wellbeing programs
• Chaplaincy services
• Social emotional learning
• School wellbeing training

Headquarters

HQ city

Edwardstown

HQ country

Australia

HQ region

Oceania

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. Government Contract - National Student Wellbeing Program: SMG is an approved Chaplaincy Service provider under the National Student Wellbeing Program (NSWP) by the SA Department for Education. Funding flows through government contracted chaplaincy services to support PCW placements in schools.
2. Donations and Philanthropy: SMG accepts donations to support young people and school communities. Fundraising initiatives and donor support help fund programs for students experiencing severe loneliness, bullying, family violence, grief, and loss.
3. Seminars and Workshops: Schools pay for Life Matters seminars and shows. Primary and secondary school seminars start from $590 per session. Seasonal shows (Easter, Christmas) and Kimochis live shows are priced separately.
4. Training Programs: RRHAN-EC training delivered for Department for Education, Catholic Education and Association of Independent Schools. Kimochis training for educators, parents and professionals. Wellbeing Coach training.
5. Kimochis Product Sales: Kimochis Australia sells social and emotional learning tools and resources through their online store, including character puppets, books and take-home packs for families.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Schools Ministry Group provides pastoral care and student wellbeing services to South Australian schools, anchored by placing more than 270 Pastoral Care Workers in over 200 government schools under the National Student Wellbeing Program. The portfolio is complemented by curriculum-aligned Life Matters seminars and seasonal shows, the evidence-based Wellbeing Classroom coaching framework for ELCs and primary schools, RRHAN-EC child protection training, and Kimochis Australia social-emotional learning tools and training.

Product overview

Schools Ministry Group (SMG) operates as a multi-service youth wellbeing organization offering a portfolio of interconnected programs. The core offering is the Chaplaincy/Pastoral Care Worker program providing in-school pastoral support to over 200 SA government schools. This is complemented by Life Matters Seminars (curriculum-aligned educational shows and workshops for primary and secondary students), The Wellbeing Classroom (evidence-based coaching framework using Kimochis methodology), and Kimochis Australia branded social-emotional learning tools and training. Additional services include RRHAN-EC mandatory training certification, seasonal shows (Easter/Christmas Matters), and the MySMG e-learning platform for staff and training delivery. The organization leverages partnerships with LearnWorlds for LMS capability and integrates Kimochis characters across multiple program areas.

Differentiator

Problem solved

Functional benefit

Brands

• Kimochis Australia: Social and emotional learning program using Kimochis characters and resources for children, educators, and parents.
• The Wellbeing Classroom
• SMG Life Matters
• SMG Chaplaincy

Products and services

• SMG Chaplaincy / Pastoral Care Workers Chaplaincy service placing positive role-model Pastoral Care Workers in SA government schools to deliver compassionate pastoral and practical support. PCWs provide one-to-one support, group services, and whole-school assistance aligned with the National Student Wellbeing Program.
• Life Matters Seminars Creative educational seminars and workshops for primary and secondary school students aligned with Australian Curriculum V9, covering emotions, respect, friendship, safety, transition, consent, health, identity, and wellbeing through interactive performances, story, discussion, video and activities.
• Seasonal Shows (Easter Matters and Christmas Matters) Seasonal educational performances presenting Christian faith perspectives through interactive storytelling, videos, and engaging activities. Easter Matters features 'Hope That Never Ends'; Christmas Matters retells the biblical story of Jesus' birth in an inclusive, educational format.
• RRHAN-EC Training Mandatory notification training for child protection in education, consisting of RRHAN-EC Fundamentals (online short course via Plink) and RRHAN-EC Masterclass (face-to-face or video conferencing workshop). SMG is an approved provider endorsed by Department for Education, Catholic Education SA, and Association of Independent Schools SA.
• The Wellbeing Classroom Evidence-based framework embedding a Wellbeing Coach into Early Learning Centres and Primary Schools using Kimochis characters, feelings check-ins, and family learning events. Developed in partnership with University of South Australia and Salisbury Communities for Children, grounded in trauma-informed pedagogy.
• Kimochis Australia Social and emotional learning tool featuring plush characters with unique personalities that help children identify and express feelings. Includes Kimochis Tools (products), Kimochis Training (for educators, parents, professionals), Kimochis Live Shows, and Kimochis Store.
• When Disaster Strikes Proactive crisis support program for children, families and communities during and after disasters including bushfires, flood, drought, earthquakes, cyclones, death, suicide, medical illness, accidents, and industry closure.
• MySMG E-Learning Platform Proprietary e-learning platform powered by LearnWorlds providing online training, course access, and learning management for staff, volunteers, and training participants, with SSO authentication via Google, LinkedIn, Facebook, and X.

Quantifiable outcome

• Positive changes in school readiness, social relationships, attendance, emotional literacy and NAPLAN scores documented through Wellbeing Classroom evaluations
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• South Australian Department for EducationcoreStrategic or Co-development PartnerSMG is an approved Chaplaincy Service provider under the National Student Wellbeing Program (NSWP). The Department for Education refers schools to SMG for PCW placement services. This is the primary government partnership enabling service delivery to SA government schools.
• University of South Australia - School of EducationcoreStrategic or Co-development PartnerThe Wellbeing Classroom framework was developed in partnership with researchers from the School of Education at The University of South Australia. Multiple studies and reports have been conducted into the framework's effectiveness.
• Salisbury Communities for ChildrencoreStrategic or Co-development PartnerPartnership in developing the Wellbeing Classroom framework. Collaboration continues for Wellbeing Classroom program delivery including liaising with schools and stakeholders.
• Australian Childhood FoundationcoreImplementation/ SI/ Consulting PartnerACF reviews SMG's safeguarding policies, procedures and documents as part of their Safeguarding Children Certification process. ACF provides coaching, policy review, and continuous improvement activities.
• Catholic Education South AustraliaminorStrategic or Co-development PartnerSMG is an approved provider of RRHAN-EC training for Catholic Education South Australia alongside Department for Education and Association of Independent Schools of SA.
• Association of Independent Schools of South AustraliaminorStrategic or Co-development PartnerSMG is an approved provider of RRHAN-EC training for AISSA alongside Department for Education and Catholic Education SA.
• Combined Christian Community (Churches)coreStrategic or Co-development PartnerLocal combined Christian communities provide support and resources for PCWs. Churches and support groups are engaged in broader local school ministry. PCWs work with local churches as part of their school community support.
• Underwood ExecutiveminorOthersExecutive search firm engaged to recruit for CEO position. Candidates are redirected to Underwood Executive for more information and application.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• YouthCARE WA: YouthCARE is the largest provider of school chaplaincy services in Western Australia, placing chaplains in government schools under the WA equivalent of the NSWP. It is the closest direct peer to SMG by service model, target customer (state government schools), faith-based chaplain model, and multi-stream structure (chaplaincy + seminars + community programs).
• Scripture Union Queensland: Scripture Union Queensland provides school chaplaincy, faith-based wellbeing programs, and in-school services to Queensland state and non-state schools. Like SMG, it operates under state-level chaplaincy approvals, employs chaplains placed in schools, and runs Christian-aligned wellbeing curricula — a direct comparable in another Australian state.

Emerging players

• SchoolTV (by SchoolTV Australia): SchoolTV provides digital wellbeing and mental health resources to schools and parents across Australia, including seminars and parent education content. Comparable in addressing parent/student wellbeing education, but competes via on-demand digital delivery rather than embedded in-school staffing like SMG's PCW model.
• Fusion Australia: Fusion Australia is a youth-focused not-for-profit providing chaplaincy and wellbeing services in schools across multiple states. Comparable to SMG in faith-based youth services and school placement model, but operates at smaller scale and across multiple jurisdictions rather than dominating a single state.

Others

• Be You (Beyond Blue / Early Childhood Australia): Be You is a federally funded national mental health and wellbeing initiative for early learning services and schools, delivered by Beyond Blue and Early Childhood Australia. It is an adjacent/thematic ecosystem player — not a direct competitor, but competes for educator training time and school wellbeing budgets in the same SEL space SMG addresses via Kimochis and the Wellbeing Classroom.
• Kimochis (parent brand, US): Kimochis is the original US-based social-emotional learning curriculum that SMG licenses/operates as Kimochis Australia. It is a thematic/IP counterpart — the upstream content owner — rather than a competitor, but useful as a benchmark for SEL methodology and international scalability of the Kimochis approach SMG delivers domestically.

Regional players

• Christian Education National (CEN): CEN is a national Christian special religious education (SRE) provider delivering scripture-based lessons in government schools. Adjacent rather than directly competing — comparable in faith-based in-school service delivery and SA presence, but focused on curriculum religious education rather than wellbeing/pastoral care.

Broad incumbents

• headspace Schools: headspace Schools (run by headspace National) provides mental health and wellbeing resources, training, and support to Australian secondary schools nationwide. Comparable to SMG's wellbeing and SEL mission but funded federally and focused on clinical mental health pathways rather than pastoral/chaplaincy model.
• Anglicare SA: Anglicare SA is a large faith-based not-for-profit providing community services, foster care, mental health, and family support across South Australia. It competes for SA government wellbeing funding and provides some adjacent school-linked services, but is a broad social services incumbent rather than a school wellbeing specialist.
• Centacare Catholic Country SA: Centacare (the Catholic social services arm in SA and other states) provides a broader portfolio of community, family, and pastoral services including some school-based support and chaplaincy for Catholic schools. It overlaps with SMG's pastoral care offering but as part of a much wider social services portfolio rather than a focused K-12 wellbeing specialist.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks3 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/schoolsministrygroup

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Schools Ministry Group