Cancer Card

What Cancer Card does

Cancer Card is a patient-founded Scottish charity established in 2021 and headquartered in Edinburgh, operating as a company limited by guarantee and a registered Scottish charity (SC051187). It exists to simplify the fragmented landscape of cancer support services in Scotland and the wider UK by aggregating them into a single searchable online directory. End users access the directory by scanning QR codes on physical Cancer Cards distributed through NHS Scotland surgeries, hospitals, GP practices, community centres and other public spaces, or via direct web and telephone access through a staffed digital helpline (0131 287 3001). The charity serves four primary user segments: diagnosed cancer patients, family/friends/carers, children and young people affected by cancer (via a dedicated Cancer Card Kids sub-brand), and employers seeking guidance on supporting employees with cancer. The product portfolio comprises the core Support Directory, the Cancer Card Kids portal (with resources on emotions, body, family and activities), physical Comfort Boxes for adults and children, a Digital Support Helpline, a Disability Benefits Scotland guidance service, and in-person community events across Scotland.

The underlying technology is a web-based platform whose primary function is directory access via QR-code redirection from physical distribution points; the charity does not disclose proprietary algorithms, recommendation engines or AI features. Distribution relies on a hybrid physical-plus-digital model: printed cards and posters inside NHS and community settings act as top-of-funnel entry points, while the website, social media channels (Twitter/X, Facebook, Instagram, LinkedIn, Vimeo), a podcast and an email newsletter sustain ongoing engagement. Comfort boxes are physically sourced, assembled and distributed through the operations team, and regional coverage is extended via Community Development Officers (e.g., a Robertson Trust-funded role in Fife). The charity's institutional embedding includes seats on three Scottish Parliament Cross-Party Groups (Cancer, Health Inequalities, Palliative Care) and membership of the Scottish Cancer Coalition.

Cancer Card is funded almost entirely through donations, community fundraising (including through JustGiving), corporate partnerships, and grants from institutional funders including The Robertson Trust, the National Lottery Community Fund, the Postcode Trust, the Pink Ribbon Foundation and Foundation Scotland. All services are provided free of charge to end users, and listing in the directory is free for charities and non-profit organisations. Commercial-style revenue is limited to a corporate partnership model exemplified by Insurancewith, whose travel-insurance services for cancer patients are listed in the directory and promoted through the charity's blog and case studies. The leadership team comprises eight staff plus a board chaired by former CEO Ian Pirrie, with Lorraine Dallas appointed as CEO in April 2025.

Name

Cancer Card

Legal name

Cancer Card

Website

https://cancercard.org.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Cancer Card is a Scottish charity that simplifies access to cancer support services through a free, searchable online directory and physical QR-coded cards distributed via NHS Scotland facilities and community spaces. It serves diagnosed patients, families, carers, children and employers across Scotland and the UK.

Ownership category

akta.pro rank

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Fundraising: Charitable donations from individuals, corporate supporters, and fundraising events. The organization runs fundraising campaigns and accepts donations through JustGiving platform. The fundraising pack provides guidance for community fundraising activities.
2. Corporate Support: Partnerships with corporate entities like Insurancewith that provide support to cancer patients. Some corporate partners offer services listed in the directory.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Cancer Card is a patient-founded Scottish charity that operates a free searchable online directory of local and national cancer support services. Physical Cancer Cards with QR codes are distributed through NHS surgeries, community centres, offices and public spaces across Scotland to link users to the directory. The portfolio also includes Cancer Card Kids, Comfort Boxes for adults and children, a telephone Digital Support Helpline, Disability Benefits guidance, and in-person community events across Scotland. All services are provided free of charge to users and free for charities to list.

Product overview

Cancer Card is a patient-founded Scottish cancer support charity that operates a portfolio of interconnected services rather than a single software product. Its core offering is the Support Directory — a free searchable database of local and national cancer support services available across Scotland and the UK. Physical Cancer Cards distributed in NHS facilities and community spaces link users to this directory via QR code. The portfolio also includes Cancer Card Kids, a dedicated resource hub for children with topics on emotions, body changes, family, and activities; Comfort Boxes (available for both adults and children/young people) providing physical comfort items; a Digital Support Helpline; Disability Benefits Scotland guidance; and community events across Scotland. The services are free to users and free for charities to list in the directory.

Differentiator

Problem solved

Functional benefit

Products and services

• Support Directory A searchable online directory of local and national cancer support services filtered by individual needs, including help with money, benefits, transport, complementary therapies, and experiences. Free for users and for charities and non-profit organisations to list.
• Cancer Cards Physical cards distributed through NHS surgeries, community centres, offices and public spaces across Scotland, each featuring a QR code linking to Cancer Card's online support services and directory.
• Cancer Card Kids A dedicated online resource hub for children navigating cancer, featuring topic areas including Me and Cancer, My Body, My Feelings, Family and Friends, People Who Help, and Fun Stuff. Each topic contains videos, reading materials, and activities.
• Comfort Box for Adults A physical comfort box provided to adults affected by cancer, delivered to individuals starting treatment. Contents are sourced and distributed through Cancer Card's logistics.
• Comfort Box for Children & Young People A comfort box service available for children and young people affected by cancer and their families in Edinburgh and Lothians, providing age-appropriate support items.
• Digital Support Helpline A telephone helpline (0131 287 3001) staffed by Cancer Card support team members who help callers navigate available support services and digital resources.
• Disability Benefits Scotland A guidance resource helping people affected by cancer in Scotland navigate disability benefits and financial support entitlements.
• Community Events In-person health and well-being events held across Scotland (including Edinburgh and Lanarkshire) where attendees can connect with cancer charities, attend talks and demonstrations, and receive one-to-one support.

Quantifiable outcome

• Users find support groups and services they did not know about through the search directory

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Scottish Cancer CoalitioncoreStrategic or Co-development PartnerCancer Card is a member of the Scottish Cancer Coalition, a partnership of voluntary organisations dedicated to enhancing cancer services and outcomes for patients in Scotland. This coalition allows Cancer Card to contribute expertise and collaborate with other organisations to make a meaningful difference in the lives of those affected by cancer.
• Cross-Party Group on CancercoreStrategic or Co-development PartnerCancer Card actively participates in the Cross-Party Group on Cancer at Scottish Parliament, working to identify areas where inequalities exist in cancer care provision and campaign for improvements.
• Cross-Party Group on Health InequalitiescoreStrategic or Co-development PartnerCancer Card participates in this cross-party group to raise awareness of health inequalities amongst parliamentarians and influence legislation to promote evidence-based actions which reduce health inequalities in Scotland.
• Cross-Party Group on Palliative CarecoreStrategic or Co-development PartnerCancer Card participates in the Cross-Party Group on Palliative Care to increase awareness and raise the profile of palliative care and to act as a channel of communication between Scottish Parliament and organisations working in palliative care.
• InsurancewithminorGTM or Marketing PartnerInsurancewith is a corporate supporter of Cancer Card and is featured in the online directory. Insurancewith provides travel insurance for cancer patients who often find it difficult to obtain coverage. The partnership provides a valuable resource for Cancer Card users.
• NHS ScotlandcoreChannel Partner/ Reseller/ DistributorNHS Scotland distributes Cancer Card materials (posters and information) in hospitals and GP practices across Scotland, providing distribution points for the QR codes that give access to the support directory.
• JustGivingminorGTM or Marketing PartnerOnline fundraising platform used by Cancer Card for donations and sponsorships. The platform enables individuals to set up fundraising pages supporting Cancer Card.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Roy Castle Lung Cancer Foundation: Roy Castle Lung Cancer Foundation is a UK charity supporting people affected by lung cancer through information, research funding, and patient services. Cancer Card's new CEO previously led information and support at Roy Castle, and the two organisations have comparable support-directory and patient-navigation services for a specific cancer type.
• Maggie's Centres: Maggie's runs a network of drop-in cancer support centres across the UK offering emotional, practical, and social support to people with cancer and their families. Like Cancer Card, Maggie's focuses on non-clinical wraparound support and benefits guidance, with centres embedded in or near major cancer hospitals — a comparable operating model at greater scale.
• Young Lives vs Cancer (formerly CLIC Sargent): Young Lives vs Cancer supports children and young people with cancer and their families across the UK through financial grants, social work, and information services. Its pediatric cancer focus and family-support model make it a direct peer to Cancer Card's Cancer Card Kids offering and broader family/carer services.
• Breast Cancer Now: Breast Cancer Now is the UK's largest breast cancer charity, formed from the merger of Breast Cancer Care and Breast Cancer Now, providing support, information, and research funding. Its support services overlap with Cancer Card's directory and helpline, and its user testimonials cite similar benefits-navigation and local support-finding needs.
• Teenage Cancer Trust: Teenage Cancer Trust funds specialist hospital units and support services for teenagers and young adults with cancer in the UK. It is a direct peer in the pediatric/young-person cancer support segment, addressing the same underserved age cohort that Cancer Card Kids targets.
• Bloodwise (now Blood Cancer UK): Blood Cancer UK funds research and provides support and information services to people affected by blood cancer in the UK. Its information and patient-support services overlap with Cancer Card's directory and benefits guidance for a specific cancer sub-type.
• Look Good Feel Better UK: Look Good Feel Better is a UK-wide cancer support charity providing skincare and beauty workshops, resources, and online tools to help people manage the visible side effects of cancer treatment. It is a small-to-mid peer operating complementary wellbeing services that could appear in Cancer Card's support directory.

Broad incumbents

• Marie Curie: Marie Curie is a major UK charity providing care and support to people with terminal illnesses, including cancer, through nursing services, hospices, and an information helpline. Its information and support line overlaps with Cancer Card's helpline and directory, and both participate in Scottish palliative-care policy forums.
• Macmillan Cancer Support: Macmillan is the largest UK cancer support charity, providing information, financial guidance, and a support helpline to people affected by cancer. It is a broader incumbent with national scale, but its information line and benefits-advice services directly overlap with Cancer Card's directory and benefits guidance offerings.

Emerging players

• Trekstock: Trekstock is a smaller UK charity supporting young adults in their 20s and 30s affected by cancer through exercise, nutrition, and community programmes. It is an emerging, niche player focused on a specific demographic that intersects with Cancer Card's broader patient community.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights1 record

Customer concentration

• Xx.com/cancercard_
• YouTubevimeo.com/cancercard
• Facebookfacebook.com/cancercard
• LinkedInlinkedin.com/company/cancercard
• Instagraminstagram.com/cancercard_

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Cancer Card