What Mikeysline does

Mikeysline is a Scottish-registered charity (SCO46574) founded in 2015 in Inverness following the deaths of two close friends, Martin Shaw and Michael (Mikey) Williamson. It delivers peer-based mental health and suicide prevention support across the Highlands, Islands and Moray through a multi-channel service architecture: a Textline operating via SMS, Messenger, WhatsApp and webchat; fixed Hive drop-in centres in Inverness, Nairn, Elgin and Easter Ross; a Hive on the Road mobile outreach vehicle (the first of its kind in Scotland, with a second added in 2025); and bookable face-to-face, phone and online appointments. All support services are provided free of charge to users of any age or gender, 365 days a year.

The charity's operational technology is deliberately low-tech and human-led: messaging-platform integrations for text-based crisis support, a vehicle-based outreach model for rural geographies, and a small central team supported by volunteers and ambassadors including high-profile figures such as Karen Gillan and Callum Beattie. School-based youth champion programmes, workplace mental health training, the 'Caman and Courage' digital wellbeing toolkit (co-developed with the Camanachd Association), and the Mikeysline podcast extend reach into education, employment and community segments.

Mikeysline generates no revenue from service users. Its economic model is donation- and event-led: individual giving, corporate partnerships (most notably the Kingsmills Hotel relationship which has raised over £289,000 since 2022, alongside West Fraser, the Royal Foundation, New Look, McDonald's and Stagecoach), an annual events calendar (Royal Ascot Ladies Day, Glitterball, Burns Supper, Golf Days, Firewalk), branded merchandise via an online and pop-up retail shop, and partnership income from the National Suicide Prevention Network, NHS Highland, Police Scotland and Highland Council. Governance is provided by a Board of Trustees chaired by Graham Hutcheon, with Emily Stokes as CEO.

Name

Mikeysline

Legal name

Mikeysline

Website

https://mikeysline.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Mikeysline is a Scottish charity providing free, peer-based mental health and suicide prevention support across the Highlands, Islands and Moray via text, online, phone, drop-in centres and Scotland's first mobile mental health support vehicle, funded by donations, events and corporate partnerships.

Ownership category

akta.pro rank

Product category

Mental Health Support Services

NAICS

Other Individual and Family Services (624190), Outpatient Mental Health and Substance Abuse Centers (621420), Emergency and Other Relief Services (624230), Child and Youth Services (62411)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090), Services-Educational Services (8200)

akta.pro primary industry

Crisis Support, Suicide Prevention & Acute Behavioral Triage Platforms (HLALAEAI)

akta.pro secondary industries

Mental Health & Crisis Support Services (BPAGAEAH), Crisis Response & Threat Assessment (Suicide Prevention, Violence Prevention) (EDAJAIAH), Suicide Prevention, Self-Harm Prevention & Threat Assessment Programs (EDAKAMAI)

Keywords

• Mental health support
• Suicide prevention services
• Crisis intervention
• Peer support listening
• Community mental health

Headquarters

HQ city

Inverness

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Primary revenue source through individual donations, corporate fundraising events, and community fundraising activities. Major annual events include Royal Ascot Ladies Day, Burns Supper, Glitterball, and Golf Days.
2. Merchandise Sales: Sale of branded merchandise including clothing, accessories, and gifts through e-commerce shop and pop-up retail locations.
3. Corporate Partnerships: Long-term partnerships with businesses like Kingsmills Hotel (£289,000+ raised), West Fraser, and others providing sustained funding support.
4. Charity Partnerships and Sponsorships: Partnerships with organizations like New Look (charity partner 2022-2023), Morrisons, Stagecoach, and others for co-branded initiatives and sponsorships.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels8 records

Core offering

Mikeysline delivers free, confidential, non-judgmental mental health and suicide prevention support to people of all ages across the Highlands, Islands and Moray. Its core offerings include a multi-channel text-based Textline service (SMS, Messenger, webchat, WhatsApp), fixed Hive drop-in centres, and the Hive on the Road mobile outreach vehicle, complemented by 1:1 appointments, group support, school and workplace programs, and awareness campaigns. All services are provided at no cost to users 365 days a year.

Product overview

Mikeysline is a grassroots mental health and suicide prevention charity offering a multi-channel support ecosystem. The core offerings include Textline (text-based support), physical Hive drop-in centres across the Highlands, and the innovative Hive on the Road mobile outreach service. Support is delivered through multiple channels including phone appointments, online bookings, face-to-face sessions, WhatsApp, and webchat. Additional services include group support, children and young people programs, workplace mental health training, school-based initiatives, and a mental health podcast. The organisation supplements its direct services with awareness campaigns (Murals for Mikeysline, Bee the Change), an Info Hub with mental health resources, downloadable materials, and a merchandise shop for fundraising. All services operate with a focus on accessibility, providing evening and weekend availability to break down barriers to seeking help.

Differentiator

Problem solved

Functional benefit

Brands

• Textline: Text-based confidential support service available Sunday to Thursday 1800-2200 and Friday & Saturday 1900-0700
• Hive on the Road
• Bee the Change

Products and services

• Textline Confidential text-based mental health and suicide prevention support available Sunday to Thursday 1800-2200 and Friday & Saturday 1900-0700 via SMS, Messenger, webchat and WhatsApp, providing non-judgemental peer support to anyone in need.
• Hive Drop-in Centres Fixed-location face-to-face support centres ('Hives') providing confidential 1:1 non-judgemental listening support during evening hours across the Highlands, including Inverness and Nairn.
• Hive on the Road A mobile mental health support vehicle that travels to remote and rural communities across the Highlands, Islands and Moray, providing accessible face-to-face support where distance and transport barriers exist; the first mobile mental health support vehicle of its kind in Scotland.
• 1:1 Support Individual one-to-one support sessions delivered via face-to-face, phone, or online channels, providing confidential, non-judgemental listening support for people experiencing emotional distress, mental health issues, or suicidal thoughts.
• Group Support Group support sessions bringing together individuals facing similar mental health challenges for shared peer support.
• Children & Young People Services Specialised mental health support for young people, including youth champions programmes and one-to-one support sessions delivered in schools across the Highlands.
• Workplace Mental Health Mental health awareness, training, and consultation services delivered to businesses and organisations to help employers support employee wellbeing.
• Working with Schools Mental health education and awareness programmes delivered directly in schools to support young people's mental wellbeing and suicide prevention.
• Training Mental health awareness training programmes for organisations, businesses, and community groups across the Highlands.
• Merchandise Shop Online shop selling Mikeysline branded merchandise including hoodies, t-shirts, accessories, and tartan items to support fundraising efforts.

Quantifiable outcome

• Over £289,000 raised through Kingsmills Hotel partnership
• +2 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

19 partnerships are on record, tiered flagship, minor and core.

• Kingsmills HotelflagshipGTM or Marketing PartnerLongstanding partnership since 2022 with Inverness hotel that has raised over £289,000 for Mikeysline. Partnership includes annual fundraising events including Golf Days (hosted at Royal Dornoch, Nairn Golf Club, Spey Valley) and Royal Ascot Ladies Day. The partnership exemplifies corporate community support during challenging financial times for charities.
• McDonald'sminorGTM or Marketing PartnerPartnership with McDonald's for Hive on the Road visits and community engagement at restaurant locations.
• New LookminorGTM or Marketing PartnerNamed Mikeysline as official Charity Partner for Northern Scotland branches for 2023, following successful year of fundraising in 2022.
• StagecoachminorGTM or Marketing PartnerBus advertisements displaying Mikeysline messaging on the backs of Stagecoach buses to raise awareness of mental health services.
• Nairn County FCminorGTM or Marketing PartnerFootball club partnership including special charity third kit for 2024-2026 seasons to raise awareness and funds for Mikeysline.
• Elgin City FCminorGTM or Marketing PartnerFootball partnership to raise awareness of mental health. Mikeysline provides awareness training to all club players.
• Inverness Caledonian Thistle FCminorGTM or Marketing PartnerLongstanding partnership including ambassador John Robertson (former sporting director, now assistant manager at Ross County FC). Mental health awareness sessions delivered to first team players and staff.
• Ross County FCminorGTM or Marketing PartnerPartnership with CEO Steven Ferguson as ambassador. Players show support for mental health services and community outreach.
• Belladrum Tartan Heart FestivalminorGTM or Marketing PartnerOfficial charity partner of the festival in 2023. Mikeysline worked with festival organizers and Callum Beattie performed and premiered charity single.
• High Life HighlandminorStrategic or Co-development PartnerPartnership on Murals for Mikeysline campaign. High Life Highland's young leaders initiative helped shape mural messages of intergenerational understanding.
• Camanachd AssociationminorStrategic or Co-development PartnerPartnership to develop 'Caman and Courage' - a digital mental wellbeing toolkit for the shinty community. Includes advice, videos, and practical resources for players, parents, guardians, and coaches.
• Change Mental HealthcoreStrategic or Co-development PartnerPartner in multi-agency 'After a Suicide' project alongside James Support Group, NHS Highland, Police Scotland, Highland Council and others. Focuses on timely, compassionate responses for those bereaved by suicide.
• James Support GroupcoreStrategic or Co-development PartnerPartner in multi-agency 'After a Suicide' project. Provides safe space support groups for those bereaved by suicide in Highland venues.
• NHS HighlandcoreStrategic or Co-development PartnerPartner in multi-agency 'After a Suicide' project. CEO Emily Stokes sits on Advisory Board of National Suicide Prevention Network representing Scotland.
• Michaels Culinary SchoolminorGTM or Marketing PartnerOnline culinary school partnership to provide cooking workshops and promote good mental health through food.
• Morrison ConstructionminorGTM or Marketing PartnerPartnership to highlight and prioritize mental wellbeing and support for employees within Morrison Construction.
• Harry GowminorGTM or Marketing PartnerAward-winning bakery chain conducted March cupcake fundraiser in support of Mikeysline.
• Partners&minorGTM or Marketing PartnerInsurance firm where Managing Partner Ewan MacDonald serves as Mikeysline's first corporate ambassador.
• National Suicide Prevention NetworkcoreStrategic or Co-development PartnerMikeysline is a founding member representing Scotland as part of Four Nations approach. CEO Emily Stokes sits on the Advisory Board of the Network.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CALM (Campaign Against Living Miserably): UK charity leading a movement against suicide, providing helpline and webchat support. Directly comparable peer-support suicide prevention model with significant brand awareness and corporate partnership model similar to Mikeysline's.
• Samaritans: UK-wide charity providing 24/7 emotional support for people in distress, including via phone and text-based channels. Directly comparable to Mikeysline as a peer-support suicide prevention charity, but operating nationally and at far larger scale.
• Childline (NSPCC): UK-wide free, private helpline for children and young people available by phone, online chat, and email. Comparable to Mikeysline's young people services in particular, but with national infrastructure and 24/7 coverage.
• SANE: UK mental health charity providing emotional support, information, and resources for those affected by mental illness, including a helpline. Comparable as a peer-support charity, though with a national rather than regional footprint.
• Shout: UK-based 24/7 text-based crisis support service powered by Mental Health Innovations. Highly comparable as a text-first crisis support platform, but operating nationally with continuous hours versus Mikeysline's regional and limited-hour Textline.
• Breathing Space: Scotland-specific free, confidential phone and webchat service for people experiencing low mood, depression, or anxiety. Most direct geographic peer, operating in Scotland with similar evening/weekend phone and webchat support model.
• PAPYRUS Prevention of Young Suicide: UK charity dedicated to the prevention of suicide and self-harm among young people, including HOPELineUK text/phone support and school programs. Directly comparable in mission, especially to Mikeysline's children and young people services.

Broad incumbents

• Mind: UK-wide mental health charity providing information, support, and local services across a much broader portfolio. Comparable as a mental health support provider, but with a wider remit (not focused specifically on crisis/suicide prevention) and national infrastructure.

Regional players

• Penumbra: Scottish mental health charity providing personal support services, including crisis and recovery support. Comparable as a Scotland-based mental health services charity, though operating more broadly than Mikeysline's crisis/prevention focus.
• Health in Mind: Scottish mental health charity delivering services across Scotland including counselling, self-help resources, and wellbeing programs. Comparable Scotland-based mental health support provider with overlapping service portfolio to Mikeysline.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mikeysline
• Instagraminstagram.com/mikeysline_
• TikToktiktok.com/@mikeysline_official
• LinkedInlinkedin.com/company/mikeysline

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Mikeysline