The Lullaby Trust
The Lullaby Trust is a UK charity founded in 1971 that prevents sudden infant death syndrome and supports bereaved families through safer-sleep guidance, bereavement services, healthcare-professional training, and research. It serves parents, clinicians, and bereaved families across the United Kingdom.
- Company typePrivate
- Founded1971
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The Lullaby Trust does
The Lullaby Trust is a UK-registered charity founded in 1971 that operates as the country's primary dedicated organization for the prevention of sudden infant death syndrome (SIDS) and the support of families affected by infant loss. Its programmatic portfolio spans four pillars: evidence-based safer-sleep public guidance (most visibly via the 1991 Back to Sleep campaign), bereavement support services for affected families, professional training for healthcare workers across midwifery and paediatric care, and grant-funded research into infant mortality causes. The Trust runs the Care of Next Infant (CONI) programme — supporting approximately 25,000 babies in pregnancies subsequent to a sudden infant death — and has invested £1.2 million in cumulative research funding.
Its core products and platforms include the Baby Check mobile application (a symptom-based infant-illness triage tool), printed and digital safer-sleep guidance materials, structured bereavement support pathways, and a professional training catalogue delivered through NHS-aligned clinical networks. Operationally, the Trust partners with the NHS, the Association of Medical Research Charities (AMRC), and the Fundraising Regulator, and distributes its materials through baby banks to reach lower-income families.
The Trust's revenue model is diversified across individual donations, merchandise sales, professional training fees, lottery proceeds, and corporate brand partnerships. Its beneficiary and customer segments — parents/caregivers of infants, healthcare professionals, bereaved families, and parents of premature or low-birth-weight babies — are served through distinct programmes, and geographic focus is concentrated within the United Kingdom.
The Lullaby Trust firmographics
Firmographics- Name
- The Lullaby Trust
- Legal name
- The Lullaby Trust
- Website
- https://lullabytrust.org.uk
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Lullaby Trust is a UK charity founded in 1971 that prevents sudden infant death syndrome and supports bereaved families through safer-sleep guidance, bereavement services, healthcare-professional training, and research. It serves parents, clinicians, and bereaved families across the United Kingdom.
- Ownership category
- akta.pro rank
The Lullaby Trust industry classification
Industry- Product category
- Infant Health Charity Services
- NAICS
- Other Individual and Family Services (624190), Child and Youth Services (62411), Child and Youth Services (624110)
- SIC
- Services-Social Services (8300), Services-Health Services (8000), Services-Misc Health & Allied Services, Nec (8090)
- akta.pro primary industry
- Bereavement & Grief Support Services (Hospice-Affiliated/Independent) (HLADAHAL)
- akta.pro secondary industries
- Bereavement, Grief & Family Support Services (Hospice-Linked) (HLAFAEAO), Overnight Sleep Coaching & Night-Weaning Support (Non-Clinical) (HSAAADAI)
Keywords
Where The Lullaby Trust is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Lullaby Trust business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Donations and Fundraising: The charity relies on public donations, monthly giving (Lullaby GEMs), gifts in wills, and fundraising events to fund its operations and research activities
- Merchandise and Resource Sales: Sale of baby safety resources, merchandise, cards, prints, and remembrance gifts through the organization's online shop
- Training Services: Professional training programs including SIDS and safer sleep training, bereavement training, and CONI (Care of Next Infant) training for healthcare professionals
- Lullaby Lottery: A lottery program as a fundraising mechanism
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Professional Training Services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
The Lullaby Trust product offering
Product offeringCore offering
The Lullaby Trust is a UK registered charity that provides evidence-based baby safety guidance, confidential bereavement support for families affected by the sudden death of a baby or young child, and professional training programmes (SIDS/safer sleep, bereavement training, and the Care of Next Infant programme) for healthcare workers. It also funds SIDS research and sells educational resources and merchandise through its online shop, including operating the Baby Check mobile app for parents to monitor infant symptoms.
Product overview
The Lullaby Trust operates as a charity organization offering a suite of baby safety and bereavement support services rather than a unified software product. Its core offerings include expert baby safety advice and information services covering safer sleep practices, infection prevention, and baby product safety guidance. The organization provides a Baby Check mobile app for symptom monitoring, bereavement support services through multiple channels (helpline, webchat, WhatsApp, befriending), professional training programs for healthcare workers (including SIDS training and the Care of Next Infant programme), downloadable educational resources and publications, and an online merchandise shop. These services are funded through donations and are designed to reduce sudden infant death syndrome (SIDS) rates and support grieving families.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 81% reduction in SIDS rates since the Back to Sleep campaign in 1991
- +3 more outcomes
Companies that use The Lullaby Trust
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
The Lullaby Trust technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The Lullaby Trust partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- AMRC (Association of Medical Research Charities)coreThe Lullaby Trust is a member of AMRC, demonstrating credibility in medical research and adherence to high standards in funding and conducting research. The AMRC logo appears on their website as a credential marker.
- Fundraising RegulatorcoreThe organization is registered with the Fundraising Regulator, demonstrating commitment to ethical fundraising practices and compliance with regulatory standards.
- Corporate Brand PartnersminorThe organization has corporate partnerships with key baby product manufacturers committed to safety and aligning with safer sleep guidelines. Partnerships are assessed by the Scientific Advisory Panel and Board of Trustees. Corporate partnerships do not influence safer sleep advice, which is informed solely by scientific research.
- NHS and Healthcare ProviderscoreThe Lullaby Trust works closely with NHS trusts, health visitors, and midwives to deliver safer sleep training and the CONI (Care of Next Infant) programme, which supports families after the loss of a baby.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
The Lullaby Trust competitors and assessment
Company assessmentDirect peers
- Winston's Wish: UK charity providing bereavement support to children, young people, and families. Comparable mission and service model around bereaved-family support, with overlapping audiences (siblings in The Lullaby Trust's bereaved-siblings programme).
- Child Bereavement UK: UK charity supporting children and families bereaved of a child or significant person. Comparable as a UK bereavement-services charity serving families facing infant and child loss, with similar helpline and peer-support delivery models.
- Sands (Stillbirth and Neonatal Death Charity): UK charity focused on stillbirth and neonatal death, providing bereavement support and funding research into baby deaths. Closely comparable mission around baby-loss bereavement support and research advocacy in the UK.
- Bliss: UK charity supporting premature and sick babies and their families, including bereavement support. Closely comparable in targeting high-risk infant populations (overlaps with The Lullaby Trust's premature-baby guidance) and bereaved-family services.
- Tommy's: UK charity funding research into pregnancy complications and baby loss and providing pregnancy information and bereavement support. Comparable as a UK baby-health charity combining research funding with parental support services.
- Scottish Cot Death Trust: Scottish charity dedicated to SIDS research and family bereavement support. Direct functional peer to The Lullaby Trust's SIDS-prevention and bereavement mission, operating in a UK regional scope.
- NCT (National Childbirth Trust): UK charity supporting parents through pregnancy, birth and early parenthood via education, courses, and peer networks. Comparable as a UK parenting-focused charity with similar audience and donation-driven model.
Broad incumbents
- NSPCC: Large UK children's charity addressing child welfare and safeguarding across a broad portfolio. Comparable as a UK children's charity competitor for donor mindshare, although its scope is much broader than SIDS-specific support.
Emerging players
- Baby Lifeline: UK charity focused on the safe care of pregnant women, babies and new families, providing training and equipment for healthcare professionals. Comparable in the training-of-healthcare-professionals axis that underpins The Lullaby Trust's professional programmes.
- Best Beginnings: UK charity working to close inequalities in early years via digital tools, parental education, and professional resources. Comparable in the parental-education and health-professional resource development space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
The Lullaby Trust social profiles
Digital presenceThe Lullaby Trust financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Lullaby Trust leadership team
Management profileNumber of profiles
The Lullaby Trust funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Lullaby Trust 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 The Lullaby Trust
What does The Lullaby Trust do?
The Lullaby Trust is a UK registered charity that provides evidence-based baby safety guidance, confidential bereavement support for families affected by the sudden death of a baby or young child, and professional training programmes (SIDS/safer sleep, bereavement training, and the Care of Next Infant programme) for healthcare workers. It also funds SIDS research and sells educational resources and merchandise through its online shop, including operating the Baby Check mobile app for parents to monitor infant symptoms.
Is The Lullaby Trust a public or private company?
The Lullaby Trust is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was The Lullaby Trust founded?
The Lullaby Trust was founded in 1971. It employs 11 to 50 people.
Where is The Lullaby Trust based?
The Lullaby Trust is headquartered in London, United Kingdom, in the Europe region.
How does The Lullaby Trust make money?
Four revenue lines are on record. Donations and Fundraising is the primary driver. The others are merchandise and Resource Sales, training Services and lullaby Lottery.
Who are The Lullaby Trust's main competitors?
Direct peers on record are Winston's Wish, Child Bereavement UK, Sands (Stillbirth and Neonatal Death Charity), Bliss, Tommy's, Scottish Cot Death Trust and NCT (National Childbirth Trust). NSPCC is listed as a broad incumbent. Emerging players are Baby Lifeline and Best Beginnings.
Does The Lullaby Trust have an API?
No public API is recorded for The Lullaby Trust.
What industry is The Lullaby Trust in?
The Lullaby Trust's product category is Infant Health Charity Services. Its primary akta.pro industry code is HLADAHAL, Bereavement & Grief Support Services (Hospice-Affiliated/Independent), with a secondary code of HLAFAEAO, Bereavement, Grief & Family Support Services (Hospice-Linked). Its NAICS code is 624190 and its SIC code is 8300.