What AYATI MIND LTD does

AYATI MIND LTD is a UK-based, mission-driven social enterprise operating a digital mental health platform focused on culturally competent therapy and coaching for adults. Its primary customer base is Black, Asian, and Global Majority men over 18 who have historically been underserved by mainstream mental health services, with secondary access extended to anyone seeking culturally responsive care. The company emerged from its founder's personal experience of NHS waiting lists and difficulty finding culturally competent therapists, and the brand name derives from the Akan/Twi words for "fern" (AYA, symbolising endurance) and "head" (TI), together meaning "Resilient Mind."

The core product is Ayati Connect, a web-based marketplace platform where users set goals and preferences, browse vetted therapist and coach profiles with transparent pricing and availability, and book video or phone sessions. A structured onboarding and vetting process requires therapists to hold recognised qualifications, have a minimum three years' experience, be registered with UK governing bodies such as BACP, UKCP, or HCPC, and demonstrate cultural competence. Sessions are delivered online; AI-driven personalisation is referenced for matching users to therapists, though the underlying AI stack is not disclosed. Adjacent properties include the Ayati Mind website, a blog reviewed by expert therapists, a free resources hub, and a crisis helpline directory.

The business model is a marketplace with transaction-based revenue: therapists and coaches set their own session fees, and the platform facilitates matching, booking, and payment. The company is developing employer well-being benefit partnerships as a B2B2C channel and exploring tiered pricing and community-supported initiatives for accessibility. Go-to-market combines product-led self-serve sign-up, direct-to-consumer outreach, and a community-led model aimed at breaking mental health stigma in Black, Asian, and Global Majority communities. The company is registered as a private limited company in the United Kingdom (company number 14050335), is certified as a social enterprise, and is currently pre-launch, building a waiting list ahead of opening transactional services.

Name

AYATI MIND LTD

Legal name

AYATI MIND LTD

Website

https://ayatimind.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

AYATI MIND LTD is a UK-based digital health platform that operates the Ayati Connect marketplace, connecting Black, Asian, and Global Majority men with vetted, culturally competent therapists and coaches for online video and phone sessions, with additional employer well-being benefit partnerships under development.

Ownership category

akta.pro rank

Product category

Online Therapy Marketplace

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Outpatient Mental Health and Substance Abuse Centers (621420)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Employer-On-Demand Care & Triage Platforms (HLALAJAH)

akta.pro secondary industry

General Mental Health Therapy Platforms (Talk Therapy) (HLALAEAA)

Keywords

• Online therapy marketplace
• Culturally competent counseling
• Mental health platform
• Therapist matching service
• Men's mental wellness

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Therapist/Coach Session Fees: Therapists and coaches on the platform set their own fees based on experience, qualifications, and specialisms. Session costs vary by therapy vs coaching, practitioner experience, session length, and specialised expertise. The platform operates as a marketplace with pricing transparency - users see costs before booking.
2. Employer Well-being Partnerships: Ayati is developing partnerships with organisations to support employee mental well-being. Employees with well-being benefits can access Ayati through their employer, creating a B2B2C revenue stream.
3. Tiered Pricing Subscriptions: The company is exploring tiered pricing options to make services more accessible and sustainable. This includes potential subscription tiers for different levels of service access.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

AYATI MIND operates the Ayati Connect digital marketplace, connecting Black, Asian, and Global Majority men with vetted, culturally competent therapists and coaches for online video or phone sessions. Users specify preferences (approach, language, availability), browse provider profiles with transparent fees, and book sessions directly. Therapists set their own fees and the platform supports both therapy (anxiety, depression, trauma, grief) and coaching (career, confidence, leadership, life transitions).

Product overview

Ayati Mind operates as a mission-driven social enterprise offering a web-based mental health platform centered on culturally attuned therapy and coaching for men. The core product is Ayati Connect, a digital marketplace that matches Black, Asian, and Global Majority men with vetted, culturally competent therapists and coaches. Users create accounts, set preferences, browse provider profiles with fees and availability, and book video or phone sessions. The platform supports both therapy (mental health and wellbeing) and coaching (performance, career, confidence, leadership, life transitions). Therapists set their own fees; the platform facilitates booking and payment.

Differentiator

Problem solved

Functional benefit

Products and services

• Ayati Connect Platform Digital marketplace platform that connects Black, Asian, and Global Majority men with vetted, culturally competent therapists and coaches. Users set preferences (approach, language, availability), browse provider profiles with transparent fees, and book online video or phone sessions directly.
• Online Therapy Services

Quantifiable outcome

• NHS waiting lists of 6 months for mental health support
• +3 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Academic InstitutionsminorStrategic or Co-development PartnerAyati Mind offers tailored collaboration opportunities with academic institutions interested in mental health research, cultural competency in therapy, and health equity initiatives.
• Mental Health OrganisationsminorStrategic or Co-development PartnerPartnerships with mental health organisations to improve access to culturally responsive care and address mental health disparities in underserved communities.
• Employers/CorporationscoreChannel Partner/ Reseller/ DistributorAyati is developing partnerships with organisations to support the mental well-being of their employees through well-being benefit programs, allowing employees to access the platform through employer-sponsored access.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Mindler: Digital therapy provider primarily serving Nordic and European markets with iCBT and therapist matching. Comparable digital therapy marketplace model, though operating in different European geographies.

Emerging players

• Heads Up! Therapy: UK-based therapy platform focused on Black and minority ethnic communities. Direct overlap in cultural specialization and UK market focus, representing a head-to-head competitor for Ayati's core persona.

Direct peers

• ieso: UK-based digital mental health company offering online cognitive behavioural therapy with NHS partnerships. Comparable as a UK-focused online therapy provider operating in the same regulatory and reimbursement environment.
• Calmerry: Online therapy marketplace offering video/chat sessions with licensed therapists at subscription pricing. Comparable business model (marketplace with therapist matching) but without Ayati's cultural specialization.

Broad incumbents

• Talkspace: Public online therapy platform connecting users with licensed therapists via messaging and video. Comparable direct competitor in the digital therapy marketplace category, with broader therapist pool but no cultural specialization.
• BetterHelp: Largest global online therapy marketplace, offering video/text therapy with broad therapist matching. Comparable as the dominant horizontal teletherapy platform Ayati competes against, though BetterHelp does not specialize in cultural competence for Global Majority men.
• Lyra Health: Enterprise mental health benefits platform providing therapy and coaching to employees. Comparable B2B2C employer-partnered therapy model that Ayati is pursuing, though Lyra serves a broader US/global enterprise market.
• Modern Health: Global mental health platform for employers combining therapy, coaching, and self-care resources. Comparable employer-sponsored mental health distribution model relevant to Ayati's B2B partnership strategy.
• Headspace: Leading mental wellness app offering guided content, meditation, and increasingly therapist access. Comparable as a major player in digital mental health reaching employer benefits channels; overlaps in B2B well-being distribution.

Others

• BACP Directory: UK professional body registering counsellors and psychotherapists, providing a public therapist directory. Comparable as a UK therapist discovery channel that Ayati competes with for client acquisition, and the source of Ayati's therapist supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ayatimind

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 AYATI MIND LTD