What Adoption Focus does

Adoption Focus is a UK voluntary adoption agency and registered charity (Charity Commission number 1129095) operating under Family Society, a company limited by guarantee registered in England and Wales. Founded in 2009 and headquartered in Marston Green, Birmingham, the agency is rated 'Outstanding' by Ofsted on every inspection since launch and describes itself as one of the largest adoption agencies in the UK. It provides the full adoption lifecycle for prospective parents across Central England (West Midlands, East Midlands, Staffordshire, Shropshire, and southern counties including Berkshire, Wiltshire, and Hampshire): initial enquiry handling, preparation and training, statutory assessment, approval, family finding via the national Linkmaker database, placement, and lifelong post-adoption support. Adoption services are delivered free of charge to adopters.

The agency's core technology is Adopterverse, a proprietary online platform funded by Comic Relief's Tech for Good programme, which provides adopter-to-adopter connection, curated resources, geographical and interest-based groups, a buddy peer-support system, and integrated podcast content. Two podcast series complement the platform: Education in Focus (launched January 2023), focused on school and educational support for adoptive families, and Adoption in Focus (launched January 2024), covering broader adoption experiences from adoptees, professionals, grandparents, and adopters of varied backgrounds. Triangle Project, a separate Ofsted-registered fostering-for-adoption service, operates as a sub-brand under Family Society.

The revenue model is managed-services style charitable funding: the agency is funded through charitable sources and operates as a voluntary adoption agency regulated by Ofsted, with no charge to adopters beyond incidental costs (e.g., GP medical report fees, travel). Go-to-market is direct-to-consumer via a multi-channel acquisition stack comprising a comprehensive website with enquiry forms, weekly Wednesday Zoom information events, in-person and one-to-one information events, six social media platforms (Facebook, Twitter, Instagram, LinkedIn, TikTok plus podcasts), email newsletters, and adopter blogs and family days. Target segments include single parents, cohabiting couples, LGBTQ+ adopters (around 30% of the adopter base), disabled parents, faith-based adopters, 50+ adopters, and families seeking sibling, transracial, or disabled child placements.

Name

Adoption Focus

Legal name

Family Society

Website

https://adoption-focus.org.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Adoption Focus is a UK voluntary adoption agency and Ofsted 'Outstanding'-rated charity (founded 2009) delivering the full adoption lifecycle — preparation, assessment, placement, and lifelong support — to prospective adopters across Central England, supported by its proprietary Adopterverse community platform and two podcast series.

Ownership category

akta.pro rank

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Charitable/Grant Funding: Adoption Focus is an independent charity that operates through charitable funding. As a voluntary adoption agency, they are regulated by Ofsted and funded through charitable sources to provide adoption services at no cost to adopters.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Adoption Focus provides end-to-end adoption services to prospective adopters across Central England, from initial enquiry and eligibility checks through preparation, assessment, approval, family finding, placement, and lifelong post-adoption support. Services are delivered by qualified social workers through the Birmingham office, remote consultations, home visits, information events, and the proprietary Adopterverse online support platform, and are provided free of charge as the organisation is an Ofsted-registered voluntary adoption agency and registered charity.

Product overview

Adoption Focus is an independent charity operating as one of the largest adoption agencies in the UK, providing a comprehensive suite of adoption services. The core offering encompasses the entire adoption lifecycle from initial enquiry and eligibility checks through preparation, assessment, approval, family finding, placement, and lifelong post-adoption support. This is supplemented by Adopterverse, an online support platform enabling adopters to connect, access resources, and receive curated content. Educational support is provided through two podcast series—Adoption in Focus (launched January 2024) covering general adoption topics, and Education in Focus (launched January 2023) focusing on school and educational support for adoptive families. Triangle Project represents the organization's separate fostering-for-adoption service.

Differentiator

Problem solved

Functional benefit

Brands

• Adopterverse: Online support platform for adopters providing resources, connections, groups, and advice from adoption support team and fellow adopters.
• Adoption in Focus
• Education in Focus

Products and services

• Adoption Focus adoption services End-to-end adoption services for prospective adopters across Central England, including initial enquiry, eligibility checks, preparation and training, home-study assessment, approval, family finding, placement, and lifelong post-adoption support. Delivered by qualified social workers via the Birmingham office, remote consultations, home visits, and information events. Free at point of use, funded as a charity.
• Adopterverse Proprietary online community platform where approved and prospective adopters can connect, join interest- and geography-based groups, participate in a buddy peer-support system, access a curated library of documents, videos, book recommendations, and subscribe to the agency's podcast content. Curated by the adoption support team.
• Adoption in Focus Podcast Adoption podcast series discussing topics such as sibling adoption, LGBTQ+ adoption, transracial adoption, and birth family contact. Features first-hand experiences from adoptees and professionals.
• Education in Focus Podcast Adoption-focused podcast providing advice to adoptive parents on supporting their children through school, covering homework, exams, special educational needs, and parent-school relationships, hosted by education experts.
• Triangle Project fostering service Fostering-to-adopt service operated under the Family Society's Triangle Project brand, Ofsted-registered (number 2731149), providing foster placements for children awaiting permanent adoption.

Quantifiable outcome

• Rated 'Outstanding' by Ofsted on every inspection since formation in 2009
• +2 more outcomes

Named customers5 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Local Authorities (UK)coreStrategic or Co-development PartnerWorks with social workers from Local Authorities and Regional Adoption Agencies across the UK to match children with adoptive families. Facilitates the adoption process through national databases and regional cooperation.
• LinkmakercoreTechnology or IntegrationNational database of children waiting for adoption that adopters are given access to after approval. Part of the national adoption matching system.
• New Family SocialminorStrategic or Co-development PartnerPartner organization supporting adoptive families, shown as logo partner on website footer.
• Fundraising RegulatorminorStrategic or Co-development PartnerRegistered with Fundraising Regulator, demonstrating commitment to ethical fundraising standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TACT (The Adolescent and Children's Trust): One of the UK's largest fostering and adoption charities, providing adoption services and ongoing support to adopters; competes for the same prospective adopters and local authority referrals as Adoption Focus.
• Adoption UK: The UK's largest dedicated adoption charity, providing advice, support, peer networks, and training for adoptive families; directly comparable to Adoption Focus as a UK-wide support-focused adoption non-profit.
• Home for Good: A UK charity that recruits, trains, and supports adopters and foster carers, with a faith-based positioning; overlaps with Adoption Focus on adopter recruitment and preparation services.
• St Andrew's Children's Society: A UK voluntary adoption agency providing adoption services and post-adoption support, particularly for children with additional needs; comparable mid-sized VAA peer.
• After Adoption: A UK voluntary adoption agency providing adoption services, post-adoption support, and intermediary services for birth relatives; competitively comparable to Adoption Focus on adoption support and intermediary services.
• Families for Children: A UK voluntary adoption and fostering agency providing adoption services in the South West of England; comparable mid-sized VAA peer with similar service mix to Adoption Focus.
• PAC-UK (now part of After Adoption): Specialist UK adoption support charity historically focused on adopted adults, birth relatives, and post-adoption support; highly comparable on the post-adoption support and intermediary mission.

Broad incumbents

• Barnardo's: One of the UK's largest children's charities, running adoption and fostering services alongside a much broader portfolio; a broad incumbent that overlaps on adoption service delivery.
• Coram: One of the UK's oldest children's charities operating adoption, fostering, and post-adoption support services through CoramBAAF; serves overlapping prospective and adoptive families with a broader public-benefit portfolio.

Regional players

• You Can Adopt (UK Government): A UK government-funded adoption information service competing for prospective adopters' attention at the top of the funnel; comparable in GTM motion (events, content, podcasts) but operates as a non-commercial public resource.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xtwitter.com/AdoptionFocus
• Facebookfacebook.com/AdoptionFocus
• LinkedInlinkedin.com/company/adoptionfocus
• Instagraminstagram.com/adoptionfocus
• TikToktiktok.com/@adoptionfocusuk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Adoption Focus