Blue Smile

What Blue Smile does

Blue Smile is a registered charity (Charity number: 1139279, Company number: 07411348) founded in 2010 by child and adolescent psychotherapist Amanda Langford, operating from Cambridge, United Kingdom with 51-100 employees. It provides arts-based therapeutic services — including drawing, painting, modelling, games, role-play, and sand tray work — to children aged 3-13 experiencing anxiety, grief, anger, low self-esteem, and trauma from adverse childhood experiences, operating across Cambridgeshire (Cambridge city, East Cambridgeshire, South Cambridgeshire, Fenland, Huntingdonshire, and Peterborough). The charity's service portfolio comprises 1:1 therapy (up to 20 weekly sessions per child in-school), five small-group programmes (Worry Warriors, Managing Big Feelings, Managing Change, Moving on Up, Survive and Thrive), and structured parent and teacher support. It delivers services through two go-to-market motions: a Partner Schools model (approximately six schools receiving a full 'Blue Smile Day' once a week, primarily in areas of socioeconomic need) and a flexible-services model for around 40 schools per year.

The organisation is governed by a Board of Trustees chaired by Sarah Nolasco (since April 2026), with Anne Kent-Taylor serving as Charity Director since August 2021 and Sir Simon Baron-Cohen (Professor of Developmental Psychopathology, Cambridge) as Patron. Strategic partners include the Fullscope coalition, the Children and Young People's Mental Health Coalition, the Henry Smith Charity, Rathbones, the Cambridgeshire Community Foundation, the Pixel Fund, the Edward Gostling Foundation, the James Tudor Foundation, Betty Lawes, and South Cambridgeshire District Council.

Blue Smile generates revenue through foundation and trust grants, individual donations (with Gift Aid), corporate fundraising partnerships, community fundraising via JustGiving and the Friends of Blue Smile volunteer group, legacy gifts in partnership with Remember a Charity, and contributions from schools — many funded through pupil premium budgets. Services are delivered free to families, with schools contributing towards costs and the balance subsidised through fundraising. The charity reports that 91% of children improved on identified therapy goals in 2024-25 and that every £1 spent on 1:1 therapy generates at least £1.95 in future economic benefits, evidence used to support both school commissioning and grant applications.

Name

Blue Smile

Legal name

Blue Smile

Website

https://bluesmile.org.uk

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Blue Smile is a Cambridge-based charity providing arts-based therapy and mental health support to children aged 3-13 across approximately 40 Cambridgeshire schools annually, delivered free to families through foundation grants, donations, and school contributions.

Ownership category

akta.pro rank

Product category

Children's Mental Health Services

NAICS

Other Individual and Family Services (624190), Offices of Mental Health Practitioners (except Physicians) (621330), Child and Youth Services (624110)

SIC

Services-Social Services (8300), Services-Health Services (8000)

akta.pro primary industry

School-Based Mental Health Therapy (Licensed Clinicians) (EDAKAMAD)

Keywords

• Children's mental health services
• Arts-based therapy
• School-based counselling
• Mental health charity
• Early intervention therapy

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual Donations: Direct donations from individuals, including one-off payments and monthly regular giving. UK taxpayers can use Gift Aid, enabling Blue Smile to claim an extra 25p per £1 donated.
2. Corporate Fundraising Partnerships: Businesses fundraise for Blue Smile through various workplace activities including bake sales, cycling challenges, fun runs, non-uniform days, raffles, and virtual events. Corporate partners also engage through employee volunteering and cause-related marketing.
3. Community Fundraising: Local community groups and individuals organize fundraising activities such as marathons, fun runs, sponsored walks, steps challenges, and quiz nights. JustGiving platform is used for online fundraising pages.
4. Legacy Gifts: Individuals can leave a gift in their Will to Blue Smile. The charity has partnered with 'Remember a Charity' to raise awareness of legacy giving.
5. Foundation and Trust Grants: Blue Smile receives support from charitable foundations and trusts including Henry Smith Charity, Rathbones, Cambridgeshire Community Foundation, Pixel Fund, Edward Gostling Foundation, James Tudor Foundation, Betty Lawes, and South Cambridgeshire District Council.
6. School Contributions: Schools make contributions towards the cost of services. Many schools use their pupil premium budget to fund Blue Smile therapy and counselling. Services are heavily subsidised through fundraising income.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels12 records

Core offering

Blue Smile delivers specialist arts-based therapy and mental health support to children aged 3-13 across approximately 40 schools in Cambridgeshire. Services include weekly 1:1 therapy sessions (up to 20 weeks), five named small-group programmes (Worry Warriors, Managing Big Feelings, Managing Change, Moving on Up, Survive and Thrive), and advice/mentoring for parents and teachers. A dedicated Partner Schools model provides a full 'Blue Smile Day' once a week in around six schools, primarily those serving areas of socioeconomic need.

Product overview

Blue Smile is a children's mental health charity offering specialist arts-based therapy and mental health support services in Cambridgeshire schools. The core service portfolio centres on direct therapeutic interventions for children aged 3-13, including 1:1 therapy sessions and five small-group programmes (Worry Warriors, Managing Big Feelings, Managing Change, Moving on Up, and Survive and Thrive). The charity delivers services through a Partner Schools model, where holistic packages are provided one day per week, as well as through ad-hoc arrangements with other schools. Supporting services for parents and teachers are offered alongside therapy. Blue Smile also provides clinical training workshops, expert conferences, and clinical placement opportunities for developing therapists. Fundraising activities include donations (via JustGiving, Big Give, cheque, and BACS), community and corporate fundraising partnerships, legacy bequests, and greetings card sales through the Friends of Blue Smile volunteer group.

Differentiator

Problem solved

Functional benefit

Products and services

• 1:1 Therapy One-to-one arts-based therapy and counselling sessions for children aged 3-13 experiencing emotional problems such as anxiety, grief, anger, or low self-esteem. Children receive weekly sessions (up to 20 weeks) delivered in their school by BACP/UKCP-registered therapists.
• Small Group Support Programmes Psycho-educational groupwork programmes delivered in schools for up to 8 children each, including Worry Warriors (anxiety management), Managing Big Feelings (emotional regulation), Managing Change, Moving on Up (secondary school transition), and Survive and Thrive (Year 7 transition).
• Partner Schools Service A holistic package of services delivered one full day per week in Partner Schools, including 1:1 therapy for 12-18 pupils weekly, group support, and work with parents and teachers. Currently six Partner Schools, mostly in areas of socioeconomic need.
• Parent and Teacher Support Advice, mentoring and support sessions for parents and teachers of children receiving therapy, including class workshops, whole-school assemblies, and formal teacher mentoring as part of Partner School services.
• Blue Smile Training Workshops Full and half-day 'Skills in the Room' training workshops for practitioners covering topics including mindfulness with children, self-harm, ADHD, sand tray work, and bereavement. Workshops combine theoretical and experiential learning using arts and play approaches.
• Blue Smile Conferences Expert conferences on children's mental health topics held periodically, featuring speakers from academia, healthcare, and education sectors, with audience participation via mobile voting and live Q&A.
• Sessional Therapist Roles Self-employed therapist positions delivering Blue Smile clinical services in schools, with 4-5 clients per day at £30-35 per client hour, including training, CPD and administrative support.
• Clinical Placements Voluntary clinical placements for counselling and psychotherapy students and graduates looking to build hours or work towards accreditation, with a minimum half-day per week in term time, supervision and travel expenses provided.
• Donations One-off and recurring monetary donations to support Blue Smile's mental health services for children, available via JustGiving, cheque, BACS, and workplace giving programmes with Gift Aid eligibility for UK taxpayers.
• Community Fundraising Community-driven fundraising activities including bake sales, fun runs, marathons, sponsored walks and quiz nights, with supporters able to set up JustGiving fundraising pages with Gift Aid claims.
• Corporate Fundraising Partnerships Workplace fundraising partnerships including bake sales, cycling challenges, fun runs, non-uniform days, company picnics, raffles and virtual events, plus talks on children's mental health and staff volunteering opportunities.
• Legacy Gifts Charitable bequests left in Wills to fund future children's mental health support, supported through a partnership with Remember a Charity to simplify the process.
• Friends of Blue Smile Greetings Cards Hand-painted greetings cards sold by the Friends of Blue Smile volunteer group featuring local Cambridge scenes and nature themes. Packs of 5 cards priced at £5, available at local shops and venues across Cambridgeshire.

Quantifiable outcome

• 91% of children felt they had improved on their identified goals after therapy
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• Fullscope coalitioncoreStrategic or Co-development PartnerBlue Smile is a member of the Fullscope coalition, collaborating with other local organisations working for children and young people's wellbeing in Cambridgeshire. Together they share learning, test innovative approaches, amplify voices of children and families, and influence local mental health and education policy and provision.
• Children and Young People's Mental Health CoalitioncoreStrategic or Co-development PartnerBlue Smile is a member of the Children and Young People's Mental Health Coalition, a collaborative network of over 300 organisations working together to promote systemic change to improve children's mental health.
• OST MarketingminorGTM or Marketing PartnerOST Marketing, a Cambridge-based B2B social media agency, chose Blue Smile as their charity of the year. They have fundraised through bake-offs, bike challenges, and other workplace events, raising over £600 in one initiative.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• YoungMinds: UK-wide charity focused on children and young people's mental health, combining direct support, training for schools, and policy/advocacy. Comparable in mission (school-based support and parent/teacher resources) but operates at a national rather than regional scale.
• Mind: Large UK mental health charity offering information, advice and local services including support for children and young people. Comparable in mental-health service delivery and fundraising model but much broader scope (not specialist child/school).
• Barnardo's: One of the UK's largest children's charities, running school-based mental health and family support programmes across the country. Comparable mission (children's mental health and wellbeing) and school-based delivery, but vastly larger scale and broader scope.
• Relate: UK relationship support and counselling charity providing therapy services including for children and young people. Comparable as a counselling service provider operating through trained therapists and a donation/fee-based funding model.

Emerging players

• Winston's Wish: UK charity providing bereavement support for children and young people, including therapeutic and school-based services. Comparable in child-focused therapy delivery and reliance on donations and school partnerships, though more narrowly scoped to grief.
• Hopscotch Asian Women's Centre (children & families services): Community-based charity offering therapeutic and family support services including for children. Comparable in delivering counselling and family support with subsidised/donations-based funding in the UK charity sector, though not exclusively school-based.

Direct peers

• Place2Be: UK charity providing school-based mental health counselling and support for children, with a comparable in-school delivery model, whole-school approach, and reliance on donations and school commissioning. Directly comparable in mission, target age group, and service design.
• Anna Freud Centre: National children's mental health charity providing school-based mental health support, training and clinical services for children and young people. Comparable in operating model (direct therapy plus schools and parent training) and target beneficiaries.

Regional players

• Kids Inspire: East of England-based charity delivering mental health and trauma recovery therapeutic support for children and families. Comparable in therapeutic child-and-family work, regional UK geography, and donation-funded model.
• CHUMS (Child Bereavement, Trauma and Emotional Wellbeing Service): Cambridgeshire-based children's mental health charity offering therapeutic support, including art-based approaches, to children and families. Highly comparable in geography, target age range, and therapeutic method mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bluesmilecam
• Facebookfacebook.com/BlueSmileCam
• LinkedInlinkedin.com/company/bluesmilecam

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Blue Smile