Personal Freedom

What Personal Freedom does

Personal Freedom is a privately-held counselling practice founded in 2000, headquartered at 44 Thompson Circuit, Mill Park, in Melbourne's northern suburbs, Australia (ABN 54 262 191 743). The practice is operated by sole principal counsellor Pamela England, who markets over 30 years of counselling experience as the central differentiator. Personal Freedom delivers an integrated therapeutic offering spanning individual counselling, couples/relationship counselling, youth counselling, family counselling, grief counselling, depression and anxiety counselling, divorce and separation counselling, LGBTQI counselling, and career counselling, combining psychodynamic, behavioural, humanistic, CBT, and holistic modalities into a tailored, per-client methodology. The practice extends beyond 1:1 therapy into structured group programs (notably the 'Discover Your True Identity' groupwork with sub-courses on soul consciousness and energy dynamics) and two-day personal development retreats held across Greater Melbourne.

The business operates a direct-to-consumer model with no third-party distribution or referral partnerships. Revenue is generated through session-based fees (pricing not publicly disclosed), workshop programs billed via invoice upon registration, and multi-day retreats. Bookings flow through the Power Diary third-party client portal, supported by a website SEO-optimized for Melbourne counselling queries, a long-tail educational blog on mental health topics, organic social presence on Facebook, Instagram, and LinkedIn, and an email newsletter. Services are delivered face-to-face at Mill Park and online via virtual sessions, extending geographic reach across Victoria and Australia.

There is no external capital, no parent company, no subsidiaries, no acquisitions, no awards, and no disclosed leadership beyond the founder. The headcount is reported at 1-5, consistent with a solo or near-solo practitioner operation. The competitive position rests on Pamela England's personal brand, clinical tenure, and eclectic methodology rather than on proprietary technology, scale, or institutional partnerships, leaving the enterprise highly dependent on the principal practitioner's continued availability.

Name

Personal Freedom

Legal name

Personal Freedom

Website

https://personalfreedom.com.au

Company type

Private

Founded year

2000

Operating status

Operating

Short description

Personal Freedom is a Melbourne-based, privately-held counselling practice delivering individual, couples, youth, and family therapy, plus workshops and retreats, through founder Pamela England in person and online.

Ownership category

akta.pro rank

Product category

Mental Health Counselling Services

NAICS

Offices of Mental Health Practitioners (except Physicians) (621330), Offices of Other Health Practitioners (6213), Other Individual and Family Services (624190)

SIC

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

akta.pro primary industry

Couples & Family Therapy Teletherapy Platforms (HLALAEAG)

Keywords

• Individual counselling services
• Couples relationship counselling
• Youth adolescent counselling
• Mental health counselling
• Personal development workshops

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Individual Counselling Sessions: One-on-one counselling sessions focusing on personal growth, mental health, and well-being. Sessions conducted face-to-face in Mill Park or online.
2. Couples/Relationship Counselling: Couples counselling sessions helping partners improve communication, resolve conflicts, and strengthen relationships.
3. Workshops and Groupwork Programs: Structured group programs including 'Discover Your True Identity' groupwork with courses like Expansion into Soul Consciousness and Energy Dynamics Workshop. Billed via invoice upon registration.
4. Personal Development Retreats: Two-day intensive retreats held in Greater Melbourne covering topics like The Challenge of Change, Living an Abundant State of Consciousness, and Wishes Hopes & Dreams.
5. Youth Counselling: Specialised counselling services for young people addressing mental health, self-esteem, academic stress, and family relationships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Personal Freedom is a Melbourne-based counselling practice offering one-on-one and group therapeutic services for individuals, couples, families, and youth. The practice delivers individual, couples/relationship, youth, family, grief, depression/anxiety, separation/divorce, LGBTQI, and career counselling, complemented by structured personal development workshops (such as the 'Discover Your True Identity' groupwork program) and two-day retreats. Services are provided face-to-face at the Mill Park office and online across Victoria, scheduled through the Power Diary client portal.

Product overview

Personal Freedom is a counselling and wellness practice offering a comprehensive suite of therapeutic services delivered by principal counsellor Pamela England. The core offering consists of individual counselling, couples/relationship counselling, youth counselling, family counselling, grief counselling, depression and anxiety counselling, separation and divorce counselling, LGBTQI counselling, and career counselling. These services are complemented by workshops (including the 'Discover Your True Identity' groupwork program with associated courses) and two-day personal development retreats (The Challenge of Change, Living an Abundant State of Consciousness, and Wishes, Hopes & Dreams). Services are available both face-to-face at the Mill Park location and online via virtual sessions. The practice uses Power Diary for appointment scheduling.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Clients report feeling deeply understood, supported, and equipped with tools to address struggles
• +1 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Talkspace: US-headquartered online therapy platform serving individuals and couples via messaging, audio, and video sessions. Comparable to Personal Freedom's tele-counselling and couples offerings but operates at platform scale with employer and insurer contracts.
• BetterHelp: Large global online counselling platform offering individual, couples, and teen therapy via subscription. Competes with Personal Freedom's online counselling line on convenience, transparent subscription pricing, and 24/7 access.
• Mindspot Clinic: Australian free online and telephone mental health clinic affiliated with Macquarie University, treating anxiety and depression. Competes with Personal Freedom's anxiety/depression counselling on accessibility and price.

Direct peers

• Lysn: Australian online counselling and psychology platform matching clients with local clinicians for video sessions. Closest direct competitor in geography and delivery model to Personal Freedom's online individual and couples counselling.
• Drummond Street Services: Carlton (Melbourne)-based community counselling and family services organisation offering low-cost counselling. Comparable service mix to Personal Freedom's individual, couples, family, and LGBTQI offerings within the same Melbourne market.
• Psychology Melbourne: Private Melbourne psychology and counselling practice offering individual, couples, family, and adolescent therapy with multiple practitioners. Closely comparable in service menu and Melbourne-only focus to Personal Freedom, but operates with a larger clinician team.

Broad incumbents

• Relationships Australia Victoria: Large established provider of counselling, family, and relationship services across Australia including Melbourne. Overlaps directly with Personal Freedom's couples, family, and separation/divorce counselling offerings, but at significantly greater scale and with government and EAP contracts.
• headspace (National Youth Mental Health Foundation): Federally funded youth mental health provider with centres across Melbourne. Directly comparable to Personal Freedom's youth counselling line but serves a much younger demographic free of charge and with multidisciplinary staffing.

Regional players

• Open Minded Psychology: Melbourne-based psychology practice offering online and in-person therapy across anxiety, depression, relationships, and youth. Comparable in scale and Melbourne geographic focus to Personal Freedom, with overlapping service menu.
• Bouverie Centre (Brunswick): Melbourne-based family and relationship therapy service operated by Melbourne University. Comparable to Personal Freedom's family, couples, and grief counselling lines within the same Melbourne metropolitan area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/personalfreedom.com.au
• LinkedInlinkedin.com/in/personal-freedom-b9b534140/?originalSubdomain=au
• Instagraminstagram.com/yourpersonalfreedom

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Personal Freedom