Born at the Right Time
Born at the Right Time is a UK social enterprise that delivers CPD-certified training, consultancy and speaking services to bridge the gap between families of children with complex disabilities and the SEND, health and social care practitioners who support them.
- Company typePrivate
- Founded2015
- HeadquartersSouthend-on-sea, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Born at the Right Time does
Born at the Right Time CIC is a UK-registered Community Interest Company founded in 2015 by Rachel Wright, a qualified nurse and parent carer of a young man with complex neurodisability. The company operates from Southend-on-Sea with a team of 1–10 and exists to bridge the gap between families of children with complex disabilities and the practitioners (SEND, health and social care) who support them, using the founder's dual clinical and lived-experience perspective as its core asset. Its service portfolio comprises CPD-certified training delivered via e-learning, online, in-person and bespoke formats (courses include 'Working Together Better' for Healthcare/SEND/Social Care, '24-hour Postural Care' and 'Parent Carer Trauma Awareness'), consultancy for a limited number of case-managed families, speaking engagements at Parliament and national/international conferences, and consumer resources including the 'The Skies We're Under' podcast, two published books (The Skies I'm Under memoir at £11.99; Shattered devotional at £8.99) and the 'Don't Call Me Mum' badge/support-pack campaign (priced £3–£300).
The underlying technology is modest: a self-serve e-learning platform hosted at born-at-the-right-time.cademy.co.uk (Cademy), a virtual live-events capability, a WordPress-based e-commerce shop, and standard social distribution (Instagram, Facebook, Twitter/X, LinkedIn). The proprietary IP sits primarily in content and methodology — the Lived Experience Framework, the ComplexUs Think Tank's inside-out policy approach, and the Parent Carer Trauma Awareness training — rather than in software. Distribution is multi-channel: direct enterprise sales for bespoke training, self-serve e-learning for individuals and small organisations, e-commerce for physical merchandise and books, and an event-driven motion anchored by Rachel Wright's speaking profile.
The business model combines professional-services revenue (bespoke training contracts with NHS trusts, local authorities and charities; multi-year enterprise agreements), event/speaking fees, and consumer one-time-purchase revenue from books, badges and support packs. Customer concentration is spread across multiple UK NHS trusts (e.g., Evelina London, Great North Children's Hospital), local authorities (Essex County Council, HSCNI), universities (ARU), and specialist providers (Medequip, Chailey Heritage). Strategic partnerships extend reach via Simple Stuff Works (therapeutic positioning), Cademy (e-learning delivery), and the ComplexUs Think Tank (policy/research). Born at the Right Time has not raised external institutional funding and operates as a founder-financed social enterprise.
Born at the Right Time firmographics
Firmographics- Name
- Born at the Right Time
- Legal name
- Born at the Right Time CIC
- Website
- https://bornattherighttime.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Born at the Right Time is a UK social enterprise that delivers CPD-certified training, consultancy and speaking services to bridge the gap between families of children with complex disabilities and the SEND, health and social care practitioners who support them.
- Ownership category
- akta.pro rank
Born at the Right Time industry classification
Industry- Product category
- Disability Training and Consultancy
- NAICS
- Professional and Management Development Training (611430), Educational Support Services (611710), Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Education Professionals (Teacher/Administrator CE, CPD) (EDAAALAE)
- akta.pro secondary industry
- Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE) (EDAAALAD)
Keywords
Where Born at the Right Time is headquartered
LocationHeadquarters
- HQ city
- Southend-on-sea
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Born at the Right Time business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Others
Revenue model
- Training & Consultancy Services: CPD-certified training courses delivered online, in-person, and in blended formats. Course topics include Communication and Co-production, 24-hour Postural Care, and Parent Carer Trauma awareness. Bespoke training packages available for organisations.
- E-commerce (Books & Support Packs): Sale of published books including 'The Skies I'm Under' memoir (£11.99) and 'Shattered' devotional (£8.99). 'Don't Call Me Mum' support packs sold at various price points from £3 to £300 depending on pack size.
- Speaking & Event Engagements: Revenue from speaking at conferences, private company events, and other speaking engagements.
- Parent/Carer Events: Events for parent/carers including workshops delivered both online and in-person.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Don't Call Me Mum Support Pack - Small |
| Unit Pricing | One time/ perpetual license | Don't Call Me Mum Support Pack - Medium |
| Unit Pricing | One time/ perpetual license | Don't Call Me Mum Support Pack - Large |
| Unit Pricing | One time/ perpetual license | Don't Call Me Mum Support Pack - Extra Large |
| Unit Pricing | One time/ perpetual license | Don't Call Me Mum Support Pack - Corporate |
| Unit Pricing | One time/ perpetual license | The Skies I'm Under Book |
| Unit Pricing | One time/ perpetual license | Shattered Book |
| Unit Pricing | One time/ perpetual license | Badges (Individual) |
| Subscription | Multi-year contract | Bespoke Training Packages |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Born at the Right Time product offering
Product offeringCore offering
Born at the Right Time CIC provides CPD-certified training and consultancy services for SEND, health and social care practitioners, focused on bridging the gap between families of children with complex disabilities and the services that support them. Offerings are delivered through e-learning, online, in-person and bespoke formats, complemented by books, support packs, podcasts and parent/carer workshops.
Product overview
Born at the Right Time operates as a training and consultancy company offering a portfolio of services focused on bridging the gap between families with disabled children and statutory services (SEND, Health, Social Care). The core offering consists of dynamic training and consultancy services for practitioners, complemented by resources for parent carers including podcasts, books, and support packages. Key initiatives include the Don't Call Me Mum campaign promoting person-centred language, and ComplexUs which is a Complex Neurodisability Think Tank. The company provides courses ranging from 24-hour Postural Care to Working Together Better for multi-agency professionals, alongside publications such as 'The Skies I'm Under' memoir and the 'Shattered' devotional book.
Differentiator
Problem solved
Functional benefit
Brands
- ComplexUs: ComplexUs is a Think Tank focused on Improving the Lives of those Affected by Complex Neurodisability. Led by experts with lived experience as primary caregivers, ComplexUs has an inside-out approach to policy making.
- Don't Call Me Mum
Quantifiable outcome
- Rachel Wright's course 'Communication and Co-production' was finalist in HSJ Best Educational Programme for the NHS 2023
- +1 more outcomes
Companies that use Born at the Right Time
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles2 records
Born at the Right Time technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Born at the Right Time partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Simple Stuff WorkscoreSarah Clayton, CEO of Simple Stuff Works, serves on the ComplexUs Executive Board. Simple Stuff Works is a leading supplier of therapeutic positioning equipment and developed accredited training courses. The two organisations collaborate on improving lives of those affected by complex neurodisability through joint initiatives including the 'Don't Call Me Mum' campaign.
- NHS EnglandcoreRachel Wright was funded by NHS England to produce the 'Posture Positive' report examining the impact of Covid on 24-hour Postural Care. She is an NHS Peer Leader and Personalised Care Ambassador. She also serves on the NHS England Strategic Coproduction Group.
- World Health Organisation (WHO)coreDr Helen Leonard, member of ComplexUs Executive Board, works with the World Health Organisation, bringing international expertise to the partnership.
- Macmillan Cancer SupportminorShurron Rosales, EDI specialist on the ComplexUs Board, currently works at Macmillan Cancer Support. She sits on the Strategic Prioritisation Board at the Human Milk Foundation.
- Newcastle UniversityminorDr Helen Leonard is Associate Lecturer at Newcastle University and Consultant at Great North Children's Hospital, representing academic partnership.
- Cademy (Learning Platform)coreCademy provides the online learning platform for Born at the Right Time's e-learning courses. Courses are accessible via born-at-the-right-time.cademy.co.uk.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Born at the Right Time competitors and assessment
Company assessmentBroad incumbents
- Scope: UK disability equality charity providing training, consultancy and resources across the disability sector. Comparable practitioner training and policy influencing footprint, but with significantly broader disability scope.
- National Autistic Society: UK's largest autism charity with a substantial training and consultancy arm serving public sector and corporate clients. Significantly broader scope and resources, but overlapping training content for SEND and health practitioners.
- Bild (British Institute of Learning Disabilities): UK membership and training body for the learning disability sector, offering accredited training and CPD to practitioners. Comparable CPD training infrastructure but serves a broader learning disability audience.
- Mencap: One of the largest UK learning disability charities, offering a significant training and consultancy function to NHS, local authorities and employers. Broader and better-funded incumbent with overlapping learning disability training content.
Direct peers
- Together for Short Lives: UK children's palliative care charity providing training and resources to professionals and families of children with life-limiting conditions. Adjacent niche overlap with complex neurodisability and similar practitioner training programmes.
- Wellchild: UK charity for seriously ill children and their families, with training programmes for healthcare professionals and family support services. Comparable in operating in the seriously ill/complex needs children's space and offering CPD-style training.
- Contact (formerly Contact a Family): UK charity supporting families with disabled children, offering training, advice and resources. Closest direct peer in the parent-carer of disabled children space, with overlapping training, podcasts and one-to-one support services.
- IPSEA (Independent Provider of Special Education Advice): UK charity providing SEND training, advice and resources to parents and practitioners. Directly comparable SEND-practitioner training focus and similar small-team, mission-led positioning.
- The Challenging Behaviour Foundation: UK charity supporting people with severe learning disabilities and their families, providing family-centred training and resources. Closely comparable in pitching lived-experience-led training to practitioners and family carers.
- Cerebra: UK charity for children with brain conditions and their families, offering training, guides and direct support. Comparable in addressing complex neurodisability and in the practitioner-plus-family-carer training mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Born at the Right Time social profiles
Digital presenceBorn at the Right Time financial estimates
Financial estimateRevenue estimate
Valuation estimate
Born at the Right Time leadership team
Management profileNumber of profiles
Profiles1 record
Born at the Right Time funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Born at the Right Time M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Born at the Right Time
What does Born at the Right Time do?
Born at the Right Time CIC provides CPD-certified training and consultancy services for SEND, health and social care practitioners, focused on bridging the gap between families of children with complex disabilities and the services that support them. Offerings are delivered through e-learning, online, in-person and bespoke formats, complemented by books, support packs, podcasts and parent/carer workshops.
Is Born at the Right Time a public or private company?
Born at the Right Time is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Born at the Right Time founded?
Born at the Right Time was founded in 2015. It employs 1 to 10 people.
Where is Born at the Right Time based?
Born at the Right Time is headquartered in Southend-on-sea, United Kingdom, in the Europe region.
How does Born at the Right Time make money?
Four revenue lines are on record. Training & Consultancy Services are the primary driver. The others are E-commerce (Books & Support Packs), speaking & Event Engagements and parent/Carer Events.
Who are Born at the Right Time's main competitors?
Broad incumbents on record are Scope, National Autistic Society, Bild (British Institute of Learning Disabilities) and Mencap. Direct peers are Together for Short Lives, Wellchild, Contact (formerly Contact a Family), IPSEA (Independent Provider of Special Education Advice), The Challenging Behaviour Foundation and Cerebra.
Does Born at the Right Time have an API?
No public API is recorded for Born at the Right Time.
What industry is Born at the Right Time in?
Born at the Right Time's product category is Disability Training and Consultancy. Its primary akta.pro industry code is EDAAALAE, Education Professionals (Teacher/Administrator CE, CPD), with a secondary code of EDAAALAD, Behavioral Health & Counseling (Social Work, Psychology, Substance Use CE). Its NAICS code is 611430 and its SIC code is 8200.