Willing Hearts

What Willing Hearts does

Willing Hearts is a Singapore-registered charity (legal entity: Willing Hearts CLG Ltd, UEN 202228129C) operating since 2003 with Institution of Public Character (IPC) status. Its core function is preparing and delivering approximately 10,000 nutritious meals daily to over 70 locations across Singapore, operating a soup kitchen 365 days a year from 5:00 AM to 5:00 PM at its headquarters at No. 1 Lorong J Telok Kurau. Beyond the soup kitchen, the organization runs an interim homeless shelter (including the S3Ps Safe Sound Sleeping Place program) and provides adjacent support services covering dental care, legal aid, bereavement, and healing services. The organization is run mostly by volunteers, with a small staff of approximately 21 providing guidance and procedural oversight; the volunteer base is coordinated through a dedicated online portal (portal.willinghearts.org.sg).

The service portfolio is built on a simple operational architecture: a central kitchen, an island-wide volunteer-driven delivery network (coordinated via WhatsApp on weekdays and through portal bookings for weekend drivers), and a set of facility-based services. Technology consists of standard operational tools — a Squarespace-hosted website, a volunteer management portal, and a donation processing platform supporting online payments, PayNow, and bank transfer with 2.5x tax-deductible receipt issuance for qualifying donations above S$10. The organization is PDPA-compliant and governed by a Board of Directors comprising volunteering individuals, with founder Tony Tay continuing to serve on the board.

Willing Hearts' revenue model is a hybrid of donation streams: public donations (one-time and recurring), a Kindness Club annual membership at S$200/year (with fee waivers for those unable to pay), in-kind donations of food and supplies, and event-based fundraising. Marketing and beneficiary engagement are community-led, centered on recurring events (Food Fair, Family Day, BBQ, BIGWalk SG2025 co-organized with Firefly Connection) and word-of-mouth across volunteer, donor, and beneficiary networks. The charity serves six primary beneficiary segments: elderly individuals, disabled persons, low-income families, children from single-parent households, migrant workers, and homeless individuals and families.

Name

Willing Hearts

Legal name

Willing Hearts CLG Ltd

Website

https://willinghearts.org.sg

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Willing Hearts is a Singapore IPC-registered charity founded in 2003 that prepares and delivers approximately 10,000 meals daily to 70+ locations, serving elderly, disabled, low-income, homeless, and migrant beneficiaries. It also operates a homeless shelter, support services, and a volunteer-driven operating model.

Ownership category

akta.pro rank

Product category

Charitable Meal and Shelter Services

NAICS

Community Food Services (62421), Community Food and Housing, and Emergency and Other Relief Services (6242), Temporary Shelters (624221)

akta.pro primary industry

Emergency Shelter, Camp Management & Non-Food Items (NFI) (BPAGAAAC)

Keywords

• Charitable meal services
• Community food assistance
• Homeless shelter services
• Volunteer-run soup kitchen
• Social welfare charity

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales

Revenue model

1. Public Donations: Willing Hearts relies on the generosity of public donations to fund operations. Donations are accepted through online portal, PayNow, and bank transfer. Eligible donations receive 2.5x tax relief with a minimum donation of $10.
2. Kindness Club Membership: Annual membership program at $200 per year, with fee waived for members unable to pay due to sickness or unemployment. Membership provides access to community activities and services.
3. In-Kind Donations: Donations of food items and supplies including frozen foods, herbs, spices, oils, eggs, gloves, and other kitchen necessities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Willing Hearts is an IPC-registered charity that prepares and delivers approximately 10,000 nutritious meals daily to over 70 locations across Singapore, operating 365 days a year from its central soup kitchen. Beyond meals, it provides interim homeless shelter, dental care, legal aid, bereavement and healing services to needy and marginalized populations, supported primarily by a volunteer workforce.

Product overview

Willing Hearts operates as a single unified charitable service rather than a platform-plus-modules architecture. The core offerings center on meal preparation and delivery services through the Soup Kitchen, supplemented by Homeless Shelter services and Support Services including dental care, legal aid, bereavement, and healing services. The Kindness Club membership program provides additional community engagement, while the Volunteer Portal enables scheduling and coordination of the volunteer workforce.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• About 10,000 meals prepared and delivered daily to needy beneficiaries
• +2 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Firefly ConnectionminorStrategic or Co-development Partner · 1 January 2025Co-organizer of BIGWalk SG2025 fundraising walk event at Marina Barrage. Firefly Connection partnered with Willing Hearts CLG Ltd to organize this community fundraising event supporting Willing Hearts' mission of providing daily free meals to vulnerable populations.

Scale indicators4 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Food from the Heart: Singapore-based charity that distributes food to the needy through bread runs, Food Goodie Bags and community food pantry programmes. Most direct functional peer to Willing Hearts given shared focus on Singapore food-insecurity relief.
• The Food Bank Singapore: Singapore food rescue and redistribution charity that collects surplus food and channels it to beneficiary organisations. Closely comparable mission (feeding the underprivileged in Singapore) with a wholesale/redistribution model rather than direct meal preparation.
• Community Chest Singapore: Singapore IPC charity umbrella that raises and channels donations to over 100 participating social service agencies. Peer in IPC status and donor mobilisation mechanics relevant to Willing Hearts' fundraising operations.
• Methodist Welfare Services: Singapore charitable welfare organisation running nursing homes, day-care, family and community services. Comparable multi-vertical welfare services and Singapore-wide beneficiary coverage.
• TOUCH Community Services: Large Singapore NGO offering a portfolio of community services including meals-on-wheels, eldercare, and family support. Comparable holistic welfare service model spanning food, shelter, and social support for vulnerable populations.
• Lions Befrienders: Singapore charity focused on befriending and meal delivery to socially isolated seniors. Highly comparable in delivering daily meals to elderly beneficiaries across Singapore.
• Tsao Foundation: Singapore charitable foundation addressing the well-being of older adults through community-based care, meals and social support. Comparable focus on elderly nutrition and community welfare in Singapore.
• Habitat for Humanity Singapore: Singapore affiliate running shelter, housing and volunteer-driven community programmes. Comparable volunteer-led, donation-funded operating model with a related sheltering mission.
• Caritas Singapore: Multi-service Catholic social charity in Singapore providing food assistance, shelter, family services, and migrant-worker support. Comparable multi-service welfare model and beneficiary base to Willing Hearts.

Broad incumbents

• Singapore Red Cross: Established national humanitarian organisation in Singapore providing disaster relief, blood services, and community welfare. Broader mandate but overlapping in food/emergency relief delivery to vulnerable populations.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/willing-hearts-sg

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Willing Hearts