Peaasi.ee

What Peaasi.ee does

Peaasi.ee is the public platform of MTÜ Peaasjad, an Estonian non-profit (mittetulundusühing) founded in 2009 and headquartered in Tallinn at Maneezi 3. The organization operates as Estonia's most comprehensive youth mental health promotion platform, delivering free counseling to young people aged 12-26 via the Peahea service (in-person and e-counseling), complemented by the VALIK cannabis-use reduction program, the Finnish-adapted Räägime Lastest parenting approach, downloadable self-help workbooks, structured training programs, community-based Mental Health Cafes, and the Pearaadio podcast. Educational and clinical content is published bilingually in Estonian and Russian, covering anxiety, depression, ADHD, bipolar disorder, autism spectrum, eating disorders, self-harm, sleep, crisis response, and mental health first aid.

Core technology consists of a web-based counseling platform integrating an experimental AI chatbot (Nõustamisrobot, available at robot.peaasi.ee) built on OpenAI's GPT models by NGO volunteers, with conversations saved for quality monitoring. Product surfaces include a free youth counseling registration portal (noustamine.peaasi.ee), an e-shop for educational materials, public training bookings via Fienta, and an e-course vertical. Integration stack spans Google Analytics for anonymous usage analytics and Maksekeskus for donation payment processing via Estonian bank links.

Revenue is generated through three streams: tax-deductible donations from individuals and corporate supporters (the NGO is listed on Estonia's income tax benefit registry), paid training services sold publicly per event and via customized multi-year in-house contracts to organizations, and direct sales of workbooks and educational materials through the e-shop and Haigekassa (Estonian Health Insurance Fund) partnership for free distribution. Major financial and strategic partners include Heateo Mõjufond and Colonna Heategevusfond (impact/charity), OpenAI (technology), the Estonian Ministry of Social Affairs and Ministry of Education (strategic), and corporate donors including Bolt, Swedbank, SEB, LHV, Grant Thornton, and Fondia.

Name

Peaasi.ee

Legal name

MTÜ Peaasjad

Website

https://peaasi.ee

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Peaasi.ee is the Estonian nonprofit MTÜ Peaasjad's mental health platform, offering free counseling for youth aged 12-26, AI chatbot support, e-counseling, bilingual workbooks, organizational training, and community programs.

Ownership category

akta.pro rank

Product category

Youth Mental Health Services

NAICS

Child and Youth Services (62411), Child and Youth Services (624110), Individual and Family Services (6241), Social Assistance (624), Educational Support Services (611710)

SIC

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

akta.pro primary industry

Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

akta.pro secondary industries

Student Health Services (School Nursing, Health Office) (EDAJAIAE), Social-Emotional Learning (SEL) Programs & Supports (EDAJAIAC), School-Based Mental & Behavioral Health Services (EDAJAIAB), Workplace Mental Health & EAP-Integrated Teletherapy Platforms (HLALAEAK)

Keywords

• Youth mental health counseling
• Mental health education materials
• Workplace mental health training
• Suicide prevention services
• NGO mental health support

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: MTÜ Peaasjad receives donations from individuals and organizations. The organization is listed in the income tax benefit NGO registry, allowing donors to receive tax refunds on donations.
2. Training Services: Paid mental health training programs for organizations, youth workers, teachers, and parents. Training is offered both publicly and as customized in-house programs for organizations.
3. Publication Sales: Sale of workbooks and educational materials through the e-shop and partnership with Haigekassa (Estonian Health Insurance Fund) for free distribution.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Peaasi.ee is an Estonian non-profit mental health platform offering free youth counseling for ages 12-26 (Peahea), e-counseling, an AI-powered chatbot (Nõustamisrobot), downloadable self-help workbooks in Estonian and Russian, organizational training programs, community mental health cafes, podcasts, and an evidence-based parenting program (Räägime Lastest). Its core mission is youth mental health promotion, prevention, early intervention, and stigma reduction in Estonia.

Product overview

Peaasi.ee is a mental health platform operated by NGO Peaasjad (Peaasjad MTÜ), an Estonian nonprofit focused on youth mental health promotion, problem prevention, early intervention, and stigma reduction. The platform offers a comprehensive suite of mental health services including AI-powered counseling chatbot, youth counseling (Peahea), e-counseling, and the VALIK cannabis reduction program. Key educational products include downloadable workbooks (Töövihikud) on topics like anxiety, depression, sleep, and mental health first aid available in Estonian and Russian; evidence-based Räägime Lastest methodology for family conversations; and training programs (Koolitused) for organizations and professionals. The platform also provides community offerings such as Mental Health Cafes, podcasts, and science communication. New counseling services provide individual mental health counseling and family conversations.

Differentiator

Problem solved

Functional benefit

Products and services

• Peahea Youth Counseling (Peahea nõustamine) Free in-person and digital counseling service for young people aged 12-26 covering mental health challenges including depression, anxiety, ADHD, bipolar disorder, eating disorders, substance abuse, and suicide prevention. Registration via the dedicated counseling platform.
• E-Counseling (E-nõustamine) Written asynchronous counseling where users submit questions through the platform and receive responses from qualified counselors within a few days. Available to individuals seeking discreet mental health support.
• Nõustamisrobot (AI Counseling Chatbot) An experimental AI-powered conversational chatbot that provides supportive dialogue for adult users seeking mental health support. Built on OpenAI's GPT and developed by Peaasi.ee volunteers to create a sense of being heard and understood.
• VALIK Program A targeted support and counseling program for individuals who want to reduce or stop cannabis use, addressing substance-related issues through counseling sessions and structured intervention.
• Self-Help Workbooks (Töövihikud) Downloadable digital workbooks covering anxiety, depression, sleep, self-harm cessation, mental health first aid, movement for mental health, and cannabis self-help, available in both Estonian and Russian.
• Mental Health Trainings (Koolitused) Evidence-based mental health training programs for organizations, employers, youth workers, teachers, and parents, available as public sessions or customized in-house programs for organizations.
• Räägime Lastest (Let's Talk About Children) An evidence-based parenting empowerment approach developed in Finland, focused on structured conversations between parents and children aged 0-18 to support child mental health and wellbeing.
• Vaimse Tervise Kohvik (Mental Health Cafe) Community-based mental health support gatherings providing informal peer support and conversation in a cafe setting, bringing mental health discussions to public spaces in Estonia.
• Peaasi Podcasts (Pearaadio) Podcast series covering mental health topics, including first aid podcasts and educational audio content distributed via Soundcloud and other podcast channels.
• Nõustamisteenused (Counseling Services) New mental health counseling services offering individual mental health counseling sessions and family conversation sessions for individuals and families seeking professional mental health support.
• Educational Materials (Haridusmaterjalid) Mental health educational resources for school leaders, teachers, and support staff, including lesson plans, worksheets, posters, and self-assessment tests for classroom use.

Quantifiable outcome

• Free counseling available to all youth aged 12-26 in Estonia
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Haigekassa (Estonian Health Insurance Fund)coreStrategic or Co-development PartnerPartnership for distributing free mental health educational materials to the Estonian public through the health insurance system.
• Estonian Ministry of Social AffairscoreStrategic or Co-development PartnerGovernment ministry supporting mental health initiatives in Estonia.
• Estonian Ministry of EducationcoreStrategic or Co-development PartnerGovernment ministry supporting educational aspects of mental health programs.
• OpenAIcoreTechnology or IntegrationTechnology provider for the Nõustamisrobot AI counseling chatbot, using ChatGPT technology.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Estonian Mental Health Association (EMHA): Estonian peer organization working on mental health policy, advocacy, and education within the same domestic market — directly comparable regional peer.

Direct peers

• Rethink Mental Illness: UK charity supporting people affected by mental illness through services, information, and campaigning. Comparable peer in mental health nonprofit sector with similar outreach mission.
• Mental Health America: US community-based nonprofit addressing mental health needs through education, screening, and advocacy. Aligns with Peaasi.ee's stigma reduction and educational outreach.
• Child Mind Institute: US-based nonprofit providing mental health and learning disorder support for children and adolescents, including counseling, education, and outreach — directly comparable to Peaasi.ee's youth counseling and educational mission.
• Mental Health Foundation (UK): UK charity focused on mental health prevention, public education, and stigma reduction. Comparable to Peaasi.ee's community awareness and educational content mission.
• NAMI (National Alliance on Mental Illness): Largest US grassroots mental health nonprofit providing education, support groups, and advocacy. Similar community-led, donation-funded model serving individuals and families.

Emerging players

• 7 Cups: Online emotional support platform offering free text-based chat with trained listeners. Comparable to Peaasi.ee's free e-counseling and AI chatbot offerings.
• Crisis Text Line: Nonprofit providing free, 24/7 crisis support via text messaging. Comparable to Peaasi.ee's digital-first approach including e-counseling and AI chatbot.

Broad incumbents

• Lyra Health: Workplace mental health benefits provider offering EAP-integrated teletherapy. Comparable to Peaasi.ee's organizational training and workplace mental health programs.
• Headspace Health: Global digital mental health platform offering meditation, therapy, and employer programs. Comparable as a broader mental health incumbent in the same product/category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC33QISDqwa_pkGRGUC3xadQ/videos
• Facebookfacebook.com/Peaasi.ee
• Instagraminstagram.com/peaasi.ee
• LinkedInlinkedin.com/company/vaimse-tervise-esmaabi

Compliance1 record

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 Peaasi.ee