Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry

What Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry does

Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry (MLL Uusimaa) is an independent regional association (rekisteröity yhdistys) and the Uusimaa chapter of Mannerheim League for Child Welfare, Finland's oldest and largest child welfare organization. Headquartered in Pasila, Helsinki, MLL Uusimaa delivers free or low-cost family support services to families with children across the Uusimaa region. Its core offerings span four Family Houses (Helsinki-Pukinmäki/Unikko, Vantaa-Hakunila, Vantaa-Koivukylä, Kerava-Onnila) plus a mobile Family House (Perhehaavi), Family Cafés across Helsinki, Espoo, and Vantaa, and a portfolio of volunteer-powered programs including reading grandparents (Lukumummit/-vaarit), family mentors (Perhekummitoiminta), support persons (Tukihenkilötoiminta), and a friend-for-immigrant-mum befriendment service. Trauma-informed services include TRT (Teaching Recovery Techniques) groups for war- and crisis-affected children and youth, the ROHKEE! integration follow-up program, and the Ehjäksi anti-bullying recovery program, delivered using the evidence-based manual from the Children and War Foundation.

The organization operates a community-led go-to-market built on a federated network of 84 (later 91) local associations with approximately 16,000-17,000 individual members, around 160 active volunteers, and ~52 paid staff (46 in family operations, 6 in the Marskin Muksut second-hand shop). Its business model mixes recurring membership dues, government grants and donations, retail revenue from the Marskin Muksut second-hand shop in Töölö (Topeliuksenkatu 19), professional fees from TRT instructor training (EUR 320 ex-VAT for a 3-day program), and proceeds from the annual MLL UP! charity fashion show featuring celebrity models and brand partners including Honor, Kultajousi, Marski by Scandic, and FRESSI. Marketing relies on social channels (Facebook, Instagram, LinkedIn), a blog, podcast series (including 'Äidit ääneen' co-produced with HUMAK), volunteer training calendars, and professional networking events. In 2025, Family Houses recorded over 90,000 visits and 169,000+ family encounters, with 710 families receiving support persons and 98% of children in reading activities improving reading fluency.

MLL Uusimaa has built rare cross-cultural competence in trauma recovery, delivering over 60 TRT group sessions across approximately 30 nationalities and 12 languages, accumulating over 2,000 encounters by June 2026. As of 2026, MLL Uusimaa assumed national coordination responsibility for Finland's TRT network, partnering with SPR, Folkhälsan, DIAK, and SOS-lapsikylät. The technology stack is intentionally lightweight — Canva for Non-Profits for marketing assets, Microsoft Teams for remote training, manual-based TRT group facilitation — reflecting a human-services organization whose value sits in volunteer networks, methodology expertise, and brand trust rather than proprietary software or AI-driven automation.

Name

Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry

Legal name

Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry

Website

https://uudenmaanpiiri.mll.fi

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry (MLL Uusimaa) is a Finnish non-profit regional association delivering free family support services — Family Houses, trauma recovery groups, volunteer programs, and community activities — to families with children across the Uusimaa region, serving over 169,000 family encounters in 2025.

Ownership category

akta.pro rank

Product category

Child Welfare and Family Support Services

NAICS

Other Individual and Family Services (624190), Other Individual and Family Services (62419)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Family & Parenting Support Services (BPAGAEAC)

akta.pro secondary industries

Family Resource Centers & Wraparound Support Services (EDACALAH), MHPSS & Trauma-Informed Support for Displaced Populations (BPADAHAJ), Family Advocacy, Parent Training & Support Services (EDAJAKAK), Wraparound Student Support & Case Management Services (At-Risk K–12) (EDAJAEAJ)

Keywords

• Child welfare services
• Family support programs
• Trauma recovery groups
• Volunteer family mentoring
• Second-hand children's shop

Headquarters

HQ city

Helsinki (Pasila)

HQ country

Finland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Marskin Muksut Second-Hand Shop: MLL Uusimaa operates a second-hand shop selling donated children's clothing and items at affordable prices. Revenue supports the organization's family support activities in Helsinki and Uusimaa.
2. MLL UP Charity Fashion Show Revenue: Annual charity fashion show events (MLL UP) generate ticket and raffle sales, with proceeds directed to specific programs such as Perhekummi (Family Godparent) activities and anti-bullying support (Ehjäksi).
3. Membership Fees: 84 local associations with approximately 16,000-17,000 individual members pay membership fees.
4. Government Grants and Donations: The organization receives government funding and donations to support family services, volunteer coordination, and trauma recovery programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry (MLL Uusimaa) is a regional non-profit association of Finland's Mannerheim League for Child Welfare that delivers free, low-threshold family support services to families with children across the Uusimaa region. Its core offerings are open Family Houses (Perhetalot) and Family Cafés staffed by professionals and volunteers, supplemented by reading grandparent programs, family mentor (Perhekummi) support, befriending for immigrant mothers, and evidence-based trauma recovery groups using the Teaching Recovery Techniques (TRT) method for war- and crisis-affected children. It also operates Marskin Muksut, a second-hand children's shop in Helsinki whose proceeds fund family support activities.

Product overview

MLL Uusimaa is a regional non-profit child welfare organization operating a multi-service portfolio of family support programs across the Uusimaa region. The core offering centers on Perhetalot (Family Houses) — open, professionally staffed community meeting places providing low-threshold support, group activities, peer support, and services for families with children. These are complemented by Perhekahvilat (Family Cafés) for informal gatherings, Marskin Muksut (a second-hand children's shop), Perhekummitoiminta (volunteer family mentors), Lukumummit/-vaarit (reading volunteers), Ystäväksi maahanmuuttajaäidille (befriending for immigrant mothers), and Tukihenkilötoiminta (support persons for families). Trauma-informed services include TRT-ryhmät (Teaching Recovery Techniques groups) for war- and crisis-affected children and youth, and the ROHKEE! follow-up program. Ehjäksi provides recovery support for bullied children. Digital engagement includes a blog and podcast series. The MLL UP! charity fashion show is an annual fundraising event. The organization employs approximately 52 staff across family services, with approximately 160 volunteers active in family houses and ~16,000 members across 84 local associations.

Differentiator

Problem solved

Functional benefit

Brands

• Marskin Muksut: Second-hand children's clothing and supplies shop operated by the organization in Töölö, Helsinki.
• TRT (Teaching Recovery Techniques)
• Perhetalot
• MLL UP!

Products and services

• Perhetalot (Family Houses) Open, professionally staffed community meeting places in Helsinki (Unikko), Vantaa (Hakunila, Koivukylä), and Kerava (Onnila), plus a mobile unit (Perhehaavi), offering low-threshold activities, peer support, groups, and family services free of charge to families with children.
• Perhekahvilat (Family Cafés) Low-threshold community gatherings organized across Helsinki, Espoo, Vantaa, and other Uusimaa regions, providing peer support, social connection, and informal support for families with children.
• Marskin Muksut Second-Hand Shop A physical second-hand shop at Topeliuksenkatu 19, Töölö, Helsinki, selling donated children's clothing and supplies at affordable prices (Mon-Fri 10-18, Sat 10-15); proceeds support MLL Uusimaa's family support activities.
• TRT Groups (Teaching Recovery Techniques) Evidence-based, manual-driven group intervention for children and youth aged 8-18 who have experienced war, crisis, or natural disaster trauma; teaches stress-reduction tools and coping strategies and is delivered by trained TRT instructors.
• Ehjäksi (Recovery from Bullying) Support program for children and youth recovering from bullying, providing trauma-informed care and connections to the TRT methodology for recovery.
• ROHKEE! (Recovery and Wellbeing for Children) Follow-up group activity after TRT groups for children from war and crisis areas, providing friendship, community integration, and continued support in their new home environment, including in-school Finnish-language support.
• Perhekummitoiminta (Family Mentor Program) Trained volunteer family mentors support other families in daily life, providing companionship, practical help, and parental support.
• Lukumummit ja -vaarit (Reading Grandparents) Trained volunteer grandparents read with children to support literacy, reading fluency, and a love of reading in families; in 2025, 98% of children participating improved their reading fluency.
• Ystäväksi maahanmuuttajaäidille (Friend for an Immigrant Mum) Volunteer befrienders provide friendship, Finnish-language practice, and integration support to mothers who have immigrated to Finland.
• Tukihenkilötoiminta (Support Person Activities) Trained volunteer support persons provide companionship and practical assistance to families referred by professionals; approximately 710 families received a support person in 2025.
• TRT Instructor Training Three-day instructor training program (2 remote days + 1 in-person day in Helsinki) that certifies professionals to deliver the TRT method, priced at €320 (excl. VAT).
• MLL UP! Charity Fashion Show Annual charity fashion show (MLL UP!) featuring celebrities as models, held since 2013 in Helsinki, generating ticket and raffle revenue with proceeds supporting Perhekummitoiminta, anti-bullying (Ehjäksi), and other family support programs.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• HonorcoreGTM or Marketing PartnerMain partner of MLL UP! 2025 charity fashion show, supporting the event for supporting bullied children and youth recovery.
• KultajousicoreGTM or Marketing PartnerMain partner of MLL UP! 2025 charity fashion show, supporting bullied children recovery.
• Marski by ScandiccoreGTM or Marketing PartnerMain partner of MLL UP! 2025 charity fashion show. Previously main partner for 2024 MLL UP event.
• FRESSIcoreGTM or Marketing PartnerMain partner of MLL UP 2026 charity fashion show, supporting children recovering from bullying.
• Eveo (TV channel)minorGTM or Marketing PartnerMLL UP 2026 event was recorded and broadcast on Eveo channel.
• HUMAK (Humanistinen ammattikorkeakoulu)coreStrategic or Co-development PartnerJoint podcast 'Äidit ääneen' (Mothers Speak Out) produced by MLL Uusimaa and HUMAK university of applied sciences, exploring motherhood themes.
• Children and War FoundationcoreStrategic or Co-development PartnerDeveloper of the Teaching Recovery Techniques (TRT) method used by MLL Uusimaa. MLL Uusimaa coordinates the Finnish national TRT network.
• Suomen Punainen Risti (SPR)coreStrategic or Co-development PartnerPartner in the national TRT network coordination. SPR is part of the trainer network alongside MLL Uusimaa, Folkhälsan, DIAK, and SOS-lapsikylät.
• FolkhälsancoreStrategic or Co-development PartnerPart of the Finnish national TRT trainer and cooperation network coordinated by MLL Uusimaa.
• DIAK (Diakonia-ammattikorkeakoulu)coreStrategic or Co-development PartnerPart of the Finnish national TRT trainer and cooperation network coordinated by MLL Uusimaa.
• SOS-lapsikylätcoreStrategic or Co-development PartnerPart of the Finnish national TRT trainer and cooperation network coordinated by MLL Uusimaa.
• Itsenäisyyden juhlavuoden lastensäätiö (Itla)coreStrategic or Co-development PartnerPreviously coordinated the national TRT network. As of 2026, coordination transferred to MLL Uusimaa through organizational cooperation.
• Various fashion brands (MLL UP events)coreGTM or Marketing PartnerMLL UP charity fashion shows have partnered with Finnish and international fashion brands including Marimekko, Lumene, Stockmann, KappAhl, Reima, FRENN, Marimekko, Tommy Hilfiger, Lindex, and many others. These partnerships provide fashion items and sponsorships for annual charity events.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DIAK (Diakonia-ammattikorkeakoulu): TRT network partner and Finnish university of applied sciences focused on social services, health, and diaconal work. Comparable as a peer providing professional training in trauma-informed methods and family services.
• Folkhälsan: TRT network partner and Swedish-speaking Finnish NGO providing family and child welfare, health promotion, and community support. Comparable as a peer in the national TRT training network and family-services space.
• SOS-Lapsikylät (SOS Children's Villages Finland): Direct TRT network partner and Finnish child welfare provider with similar family support and trauma-informed service offerings. Comparable as a peer organization serving vulnerable children and families across Finland.
• Suomen Punainen Risti (Finnish Red Cross): TRT network partner and Finnish humanitarian organization offering family services, immigrant integration, and crisis support. Comparable as a peer organization with overlapping refugee/displaced family programming and volunteer model.
• Itsenäisyyden juhlavuoden lastensäätiö (Itla): Previously coordinated Finland's national TRT network before handing the role to MLL Uusimaa in 2026. Comparable as a peer organization focused on child and family welfare research, evidence-based programs, and policy.

Broad incumbents

• Pelastakaa Lapset (Save the Children Finland): Major Finnish child welfare NGO providing family support, advocacy, and child protection services. Comparable as a similarly scaled NGO offering wraparound family and child services with volunteer engagement and government partnerships.
• Lastensuojelun Keskusliitto: Finnish central organization for child welfare associations. Comparable as a peer umbrella organization coordinating local child welfare providers, advocacy, and family services.
• Mannerheimin Lastensuojeluliitto (MLL) - national parent: The national parent organization providing governance, brand, and policy framework. Comparable because it operates the same family-support mission across Finland; broader scope (national) versus MLL Uusimaa's regional focus.

Regional players

• HelsinkiMissio: Helsinki-based NGO providing community support, family services, and volunteer-driven programs. Comparable as a regional peer with similar volunteer-empowered family services and community meeting-place model.

Emerging players

• Familjens Vänner (Sweden) / Swedish family support NGOs: Nordic family-support and child welfare foundations operating parent-support programs and trauma services. Comparable as an adjacent Nordic peer with similar family-house/family-café-style service models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mlluudenmaanpiiri
• LinkedInlinkedin.com/company/mannerheimin-lastensuojeluliiton-uudenmaan-piiri-ry
• Instagraminstagram.com/mlluudenmaanpiiri

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Mannerheimin Lastensuojeluliiton Uudenmaan piiri ry