PukaUp

Name

PukaUp

Legal name

Puka Up Pty Ltd

Website

https://pukaup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Workplace Mental Health Education

NAICS

Educational Services (611), Educational Support Services (611710)

SIC

Services-Educational Services (8200), Services-Social Services (8300)

akta.pro primary industry

Health Promotion, Prevention & Wellness Education (EDALAFAF)

akta.pro secondary industry

Student Wellness & Prevention Programs (Substance Use, Sexual Health, Bullying) (EDAJAIAG)

Keywords

• Workplace mental health
• Wellbeing education
• Suicide prevention
• Online wellbeing course
• Mental health advocacy

Headquarters

HQ city

South Yarra

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workplace Wellbeing Presentations and Webinars: PukaUp delivers one-off sessions and ongoing wellbeing presentations to organizations, with presenters covering topics including storytelling/lived experience, sleep, nutrition, movement, and mindfulness. Organizations can engage any or all presenters individually or in combination with the online course.
2. Foundations of Wellbeing Online Course: A 10-week, 10-module online wellbeing program developed in partnership with University of Melbourne's Centre for Wellbeing Science. Course is delivered through alffie platform and includes content such as written material, videos, animations, and wellbeing assessments.
3. Cycle for Change Event Packages: Corporate and individual participation in annual cycling event with package options including accommodation, cycling kit, casual clothing, and course entries. Packages priced at $3,889 + GST for Ride Only and Ride & Raise options.
4. Merchandise Shop: E-commerce storefront selling PukaUp branded merchandise including cycling kit and casual clothing items.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

PukaUp delivers workplace wellbeing presentations, webinars, and education programs focused on the prevention of mental ill-health and suicide for Australian workplaces, schools, and organisations. Its flagship paid offering is the Foundations of Wellbeing online course, built on research co-developed with the University of Melbourne and delivered through the alffie online learning platform. Revenue is supplemented by the annual Cycle for Change fundraising event, corporate sponsorship tiers, and a merchandise shop.

Product overview

PukaUp is a cause-driven social enterprise focused on mental health prevention and suicide prevention. The company operates a multi-product portfolio centered on workplace wellbeing education and advocacy. Core offerings include Foundations of Wellbeing (an online course developed with the University of Melbourne), Wellbeing Presentations (in-person and virtual workplace sessions), The Toolbox (content hub with podcasts and videos), and The Movement (community advocacy initiative). Additional offerings include the annual Cycle for Change fundraising event and a merchandise shop powered by Shopify. The company partners with mental health experts and organizations rather than offering technology-driven AI or API products.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundations of Wellbeing

Quantifiable outcome

• 125% less likely to burn out for employees in workplaces with positive wellbeing commitment
• +10 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

Partnerships

Four partnerships are on record, tiered core and minor.

• University of Melbourne Centre for Wellbeing SciencecoreStrategic or Co-development PartnerPukaUp partnered with the University of Melbourne's Centre for Wellbeing Science to develop the Foundations of Wellbeing course. This partnership combines best-in-class research and science with PukaUp's advocacy, storytelling, and mental health expertise. The course is grounded in evidence-based wellbeing science from one of Australia's leading universities.
• alffiecoreTechnology or IntegrationPukaUp partnered with alffie to deliver the Foundations of Wellbeing online course through their learning platform. Alffie provides the technology infrastructure for hosting, delivering, and managing the 10-module online wellbeing program.
• Optimal Health AustraliaminorStrategic or Co-development PartnerPukaUp partnered with Optimal Health Australia to bring together front-line advocacy and clinically validated evidence-based programming. This partnership was described as a first in Australia, combining advocacy with clinical validation.
• Mantra LorneminorOthersEvent venue partner for Cycle for Change 2023. PukaUp hosts the annual cycling event at Mantra Lorne's beachfront property along the Great Ocean Road.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Modern Health: Global workplace mental health platform combining therapy, coaching, and digital self-service programs for enterprise employers. Comparable customer segment (enterprise HR) and overlapping prevention/education category, but with integrated clinical capabilities and international reach.
• Spring Health: Global workplace mental health benefits provider delivering assessments, therapy and digital programs to enterprise customers. Comparable employer-buyer focus and overlapping prevention/wellbeing category, but at substantially greater scale and capitalisation.
• Beyond Blue: Major Australian mental health organisation providing information, support and workplace resources including the Heads Up initiative for workplace mental health. Comparable on workplace wellbeing programming but operates at much larger scale with a crisis-support remit.
• Lyra Health: US-based global workplace mental health benefits platform offering therapy, coaching and digital programs to enterprise customers. Comparable end buyer (HR/workplace) and overlapping category of workplace mental health services, though at much larger scale and with a clinical therapy core.
• Headspace Australia: Australia's largest youth mental health organisation providing clinical services, schools programs and workplace resources. Overlaps with PukaUp on mental health awareness and education for young Australians, but operates a much broader clinical and research mandate.

Direct peers

• This Is My Tribe: Australian workplace mental health and wellbeing education provider offering workshops, training and resources for organisations. Comparable as an Australian provider of in-person and virtual mental health education to corporate clients.
• Smiling Mind: Australian-developed mindfulness and mental wellbeing education platform offering app-based and curriculum programs to schools, workplaces and individuals. Comparable as a digital-first wellbeing education provider targeting both schools and workplaces in Australia.
• The Resilience Project: Australian workplace wellbeing education company delivering presentations, programs and digital content focused on mental health, gratitude, empathy and resilience to Australian employers and schools. Highly comparable business model combining live presentations, digital tools, and school programs.
• Mentally Well: Australian workplace mental health training and consulting business delivering workshops, webinars and corporate wellbeing programs to organisations of all sizes. Directly comparable to PukaUp in customer base, delivery format and Australian market focus.

Others

• Black Dog Institute: Australian medical research institute focused on depression and suicide prevention, producing evidence-based workplace and clinical resources. Thematically aligned with PukaUp's suicide prevention mission and similarly partners with workplaces, but is a research institute rather than a commercial education provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/puka_up
• Facebookfacebook.com/pukaup
• LinkedInlinkedin.com/company/pukaup
• Instagraminstagram.com/pukaup

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 PukaUp