What Wild Welfare does

Wild Welfare is a UK registered charity (No. 1165941) founded in 2012 that operates as the first captive wild animal welfare organisation solely focused on uniting animal welfare NGOs with captive wildlife facilities globally. It works with zoos, aquariums, sanctuaries, wildlife parks, governments, and tourism companies to improve welfare standards through on-the-ground assessments, training, and capacity building, while also advising on national animal welfare legislation. Its core product is the 'Wild About Welfare' digital education programme — a free e-learning platform with eight core modules covering animal welfare concepts, behaviour, enrichment, the captive environment, health care, nutrition, and records, available in six languages (English, Japanese, Vietnamese, Bahasa Indonesia, Thai, and Hindi). Supporting offerings include the 'Core Standard of Welfare Practice' framework, 'Care For Us' species-specific guides, a webinar learning platform, welfare assessments, the 'Partner For Animals' mentorship scheme, tourism animal welfare standards, and the 'See it, Report it' public concern-reporting platform launched in 2026.

The organisation operates as a nonprofit funded through individual donations (one-off and recurring monthly), corporate partnerships, challenge events (London Marathon, Big Half), merchandise sales, payroll giving, and legacy gifts. Strategic partnerships underpin its reach, including formal agreements with WAZA (2014 MoU), SEAZA (2017), AZAB (2014), BIAZA, and the University of Edinburgh's Jeanne Marchig International Centre for Animal Welfare Education, alongside financial support from Mandai Nature, Perth Zoo, Zoos South Australia, Yorkshire Wildlife Park Foundation, IFAW, and The Silent Foundation. Field operations currently span the UK, Southeast Asia (Vietnam, Indonesia, Thailand, Laos, Malaysia), East Asia (Japan, South Korea), Brazil, the UAE, and earlier projects in Africa (Egypt, Libya, Ivory Coast). The board includes sitting senior leaders from BIAZA, Zoos Victoria, Woodland Park Zoo, and Mandai Wildlife Group, providing the organisation with unusual institutional access for a charity of its size.

Name

Wild Welfare

Legal name

Wild Welfare

Website

https://wildwelfare.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Wild Welfare is a UK registered charity working globally with zoos, aquariums, sanctuaries, governments, and tourism companies to improve captive wild animal welfare through training, welfare assessments, and its free 'Wild About Welfare' e-learning platform available in six languages.

Ownership category

akta.pro rank

Product category

Captive Wildlife Welfare Services

NAICS

Environment, Conservation and Wildlife Organizations (813312), Grantmaking and Giving Services (8132)

SIC

Services-Social Services (8300)

akta.pro primary industry

Advocacy, Policy & Public Awareness (Animal Welfare) (BPAGAIAJ)

akta.pro secondary industries

Wildlife Rescue, Rehabilitation & Release (BPAGAIAC), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)

Keywords

• Animal welfare charity
• Captive wildlife welfare
• Zoo welfare assessment
• Wildlife e-learning
• Animal welfare training

Headquarters

HQ city

Crawley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Wild Welfare relies on public donations to fund projects. One-off and recurring monthly donations are accepted via JustGiving, GlobalGiving, and direct bank transfer. Recurring monthly donations (e.g., £5, £10, £20/month) help sustain vital animal projects.
2. Challenge Event Fundraising: Runners and participants in events like London Marathon, Big Half, and other challenges raise funds for the charity. Registration fees apply and minimum fundraising targets are set (e.g., £2,000 for London Marathon, £350 for Big Half).
3. Corporate Partnerships: Business partnerships including project funding, business sponsorship, charity of the year programmes, employee fundraising, and in-kind support. Partners include zoos, wildlife attractions, and travel companies.
4. Merchandise Sales: Online shop selling animal artwork with 100% of sales supporting global projects. Includes artworks by featured artists.
5. Legacy Giving: Gifts left in wills (legacies) are described as especially important to sustain long-term work. Various legacy options include pecuniary, specific, and residuary legacies.
6. Payroll Giving (GAYE): UK employees can donate tax-free through payroll giving schemes. Employers deduct donations before tax, making it cost-effective for donors (e.g., £10 donation costs standard taxpayer only £8).

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Wild Welfare is a UK-registered animal welfare charity (No.1165941) that improves captive wild animal welfare through on-the-ground assessments, practical training, and a multilingual digital education programme. Its primary deliverable is the 'Wild About Welfare' e-learning platform with eight modules delivered in six languages, complemented by welfare audits, capacity-building workshops, the 'Partner For Animals' staff-exchange scheme, and the 'Core Standard of Welfare Practice' framework used to certify facility standards.

Product overview

Wild Welfare operates as a charitable organization offering a portfolio of animal welfare products and services centered on improving captive wild animal care globally. The core offering is the Wild About Welfare digital education programme, a free e-learning platform with eight modules covering animal welfare concepts, behaviour, enrichment, environment, health care, nutrition, and records management, available in six languages (English, Japanese, Vietnamese, Bahasa Indonesia, Thai, Hindi). Supporting products include Care For Us species-specific guides, a Webinar Learning Platform, and the Wild Voices Magazine. The organization provides direct services including Welfare Assessments, Training and Capacity Building programmes, and the Partner For Animals partnership scheme. Additional offerings encompass the Core Standard of Welfare Practice framework, tourism animal welfare standards for travel partners, and the See it, Report it public concern reporting platform. The portfolio operates on a hub-and-spoke model where digital resources enable scalable reach while on-the-ground training and assessments drive localized impact.

Differentiator

Problem solved

Functional benefit

Brands

• Wild About Welfare: Digital education programme providing accessible animal husbandry learning for wildlife caregivers, launched January 2021
• Partner For Animals
• Wild Voices
• Welfare Warrior

Products and services

• Wild About Welfare Digital Education Programme Free-to-access multilingual digital education programme for animal care staff in zoos, aquariums, sanctuaries, and rescue centres. Provides eight interactive modules covering animal welfare, behaviour, enrichment, environment, health care, nutrition, and records management, available in English, Japanese, Vietnamese, Bahasa Indonesia, Thai, and Hindi, accessible via computer or mobile device with optional in-person guided training.
• Care For Us Species Guides Free downloadable species-specific wild animal care guides providing guidance on proper welfare practices for various species held in captivity, used as supplementary resources by zoo and sanctuary staff worldwide.
• Webinar Learning Platform Bespoke online webinars providing animal care and welfare training accessible via digital platform for zoo staff, sanctuary keepers, and partner organization employees.
• Welfare Assessments On-site welfare assessments evaluating animal care standards at zoos, aquariums, and sanctuaries to identify welfare improvements, used as the basis for long-term improvement programmes and certification pathways.
• Training and Capacity Building Practical animal care and welfare training delivered on-the-ground to zoo keepers and staff, including veterinary training, enrichment building, and enclosure improvements at partner facilities worldwide.
• Partner For Animals Programme Partnership programme pairing experienced staff from leading captive animal facilities with those needing support to improve welfare practices, facilitating peer-to-peer knowledge transfer and long-term capacity building.
• Core Standard of Welfare Practice Framework developed in partnership with AZAB for assessing and improving welfare standards for captive wild animals, used in partnership programmes and certification processes including the 2023 completion of all 47 AZAB member facility audits.

Quantifiable outcome

• 47 member facilities audited for AZAB certification programme
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered key, core and supporting.

• KlookkeyGTM or Marketing Partner · 1 January 2023Asia's leading travel platform partnered in 2023 to prioritize animal welfare considerations across tours offered. Training webinars for Klook staff on recognizing practices that compromise animal welfare. Advocacy for stronger animal welfare regulations.
• ExplorekeyGTM or Marketing Partner · 1 January 2022UK-based specialist adventure tour operator partnered in 2022 to support implementation of company's animal welfare standards and review animal-related activities. Explore launched Animal Protection Policy in 2021.
• North Carolina Zoological ParkkeyStrategic or Co-development Partner · 1 August 2019Initial collaboration partner in 'Partner For Animals' programme, pairing experienced staff from leading captive animal facilities with those in need of support to improve animal welfare practices.
• Zoological Parks of ThailandkeyStrategic or Co-development Partner · 1 August 2019Initial collaboration partner in 'Partner For Animals' programme. Thai facilities received welfare support alongside North Carolina Zoo expertise.
• University of Edinburgh (Jeanne Marchig International Centre for Animal Welfare Education)coreStrategic or Co-development Partner · 1 January 2018Partnership formed in 2018 to develop the 'Wild About Welfare' e-learning programme. JMICAWE contributed to creation and development of the programme alongside Wild Welfare staff.
• South East Asian Zoological Association (SEAZA)coreStrategic or Co-development Partner · 1 November 2017Official partnership to develop an animal welfare assessment process for SEAZA members. Concentrated enrichment, environment and training progress within Vietnamese facilities.
• World Association of Zoos and Aquariums (WAZA)coreStrategic or Co-development Partner · 1 October 2014First Memorandum of Understanding signed in October 2014, marking a significant step in fostering shared commitment to improving animal welfare for zoo and aquarium animals across the globe. WAZA represents the global zoo and aquarium community.
• Animals AsiacoreStrategic or Co-development Partner · 1 January 2014Partnership since 2014 to improve welfare of captive wild animals in Vietnam. Wild Welfare provides expertise and develops improvements with positive impact on all animals within facilities they work with.
• Brazilian Association of Zoos and Aquariums (AZAB)coreStrategic or Co-development Partner · 1 January 2014Working relationship began in 2014 with AZAB to develop an action plan and strategy. Led to development of 'Core Standard of Welfare Practice for Captive Wild Animals'. Completed all 47 member facility Welfare Audits in 2023.
• Animal Welfare Japan (AWJ)keyStrategic or Co-development PartnerCollaborated on investigation into Japan's exotic animal cafes, with AWJ supporting the report assessing almost 80 wild animal cafes across major Japanese cities.
• WildActkeyStrategic or Co-development PartnerPartnered to launch Vietnamese version of e-learning programme and support local NGOs.
• Cikananga Wildlife Centre (Indonesia)keyStrategic or Co-development PartnerDelivered in-person multi-day blended learning course for sanctuary staff in 2022 as part of guided training programme.
• The Civet ProjectsupportingStrategic or Co-development PartnerPartnership to address civet coffee (Kopi Luwak) issue. Wild Welfare supports their work through funding and produced a film on the subject.
• British and Irish Association of Zoos and Aquariums (BIAZA)supportingStrategic or Co-development PartnerUK zoo association partner listed among supporters and partners.
• International Fund for Animal Welfare (IFAW)supportingStrategic or Co-development PartnerPast donor and supporter of Wild Welfare's global initiatives.

Scale indicators7 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• FOUR PAWS: Global animal welfare organization running sanctuaries, welfare assessments, and campaigns targeting captive wild animals and the wildlife trade. Directly comparable to Wild Welfare in mission, target facilities (zoos, sanctuaries, captivity settings), and field-based welfare improvement model.
• Animals Asia: Animal welfare NGO working to improve welfare of captive animals (notably bears and moon bears) in Asia. Direct, named partner of Wild Welfare since 2014, with overlapping work in Vietnam, comparable sanctuary training programmes, and shared facility-based welfare model.
• Free the Bears: Southeast Asia-based charity rescuing bears from wildlife trade and bile farms, with sanctuaries in Cambodia, Laos, and Vietnam. Active Wild Welfare partner (six sanctuaries received guided training in 2022) and one of Wild Welfare's trustees is Free the Bears' CEO.
• World Animal Protection: Global animal welfare NGO running campaigns against wildlife cruelty in tourism, captive animal exploitation, and the wildlife trade. Closely comparable to Wild Welfare on tourism partnerships, position statements, and global policy advocacy for captive wildlife.
• Born Free Foundation: UK-based wildlife charity focused on keeping wild animals in the wild and improving welfare of captive animals through sanctuary work, policy, and education. Similar UK-charity structure, similar captive-wildlife advocacy remit, and overlapping partnerships with zoo associations.

Broad incumbents

• IFAW (International Fund for Animal Welfare): Large international animal welfare and conservation NGO with programmes spanning wildlife trade, marine conservation, and disaster response. Past donor of Wild Welfare; operates at much larger scale but overlaps on policy advocacy and captive wildlife concerns.
• Wildlife Conservation Society: Major international conservation organization operating zoos and field conservation programmes globally. A Wild Welfare trustee (Alejandro Grajal) previously worked there, and WCS overlaps with Wild Welfare on zoo-based welfare standards and field conservation.
• Humane Society International: Global animal protection organization running campaigns on wildlife trade, captive animals, and farm animal welfare. Larger and broader in scope than Wild Welfare but operates in overlapping cause areas including exotic pet trade and tourism animal welfare.

Emerging players

• Worldwide Veterinary Service: UK-headquartered veterinary charity delivering training and animal welfare support in developing countries. Comparable delivery model (training, capacity building) and overlapping geographies in Asia, though focused on domestic animals and clinical capacity rather than captive wildlife.

Others

• Zoo Leipzig / EAZA Member Institutions: EAZA (European Association of Zoos and Aquaria) is the European counterpart to WAZA; Wild Welfare's work is informed by EAZA standards and a former trustee chaired EAZA's Canid and Hyaenid Taxon Advisory Group. EAZA itself sets standards rather than competes, but is a key ecosystem peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wildwelfare
• Facebookfacebook.com/WildWelfare
• YouTubeyoutube.com/@WildWelfare
• LinkedInlinkedin.com/company/wild-welfare

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

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 Wild Welfare