Medic Alert Ltd

What Medic Alert Ltd does

MedicAlert is a UK registered charity (No. 233705) founded in 1964 that provides medical identification jewellery paired with a subscription membership service. The core product is custom-engraved medical ID bracelets and necklaces (stainless steel, Persona collections, etc.) linked to a 24/7 multi-language emergency helpline and a secure digital medical record platform. Every new and updated member record is reviewed by Registered Nurses to ensure accuracy and proper prioritisation of medical information for first responders, with the service operating in over 100 languages and dialects.

The organisation serves individuals with chronic medical conditions, severe allergies, rare diseases, dementia, and neurodivergent individuals who require instant access to vital medical data during emergencies. It operates a B2C subscription model (Standard Membership at £41/year or £36 on Direct Debit) combined with one-time jewellery purchases (starting from £22.95), supplemented by charitable donations. The company has 40,000+ members, holds records covering 11,000+ different conditions/allergies/medications, reports a 95% member renewal rate, and is NHS-recommended. Distribution combines direct-to-consumer e-commerce, telephone sales, healthcare professional referrals, and institutional sponsorship through NHS Trust partnerships (e.g., Newcastle Upon Tyne, North Staffordshire, Buckinghamshire) and condition-specific charity partnerships (Annabelle's Challenge, Brompton Fountain, Jon Shaw Foundation, Pectus Matters, Allergy UK).

As a non-profit, MedicAlert does not receive government funding and relies on membership fees, jewellery sales, and donations to fund its charitable programmes, including the Goodwill Project (financial hardship assistance), Early Start Programme (children under 10), and Herbert Protocol (dementia support). It maintains a single UK headquarters in Soulbury, registered in England (No. 814000) and Scotland (No. SCO44510), and ships internationally to members worldwide.

Name

Medic Alert Ltd

Legal name

The MedicAlert Foundation

Website

https://www.medicalert.org.uk

Company type

Private

Founded year

1964

Operating status

Operating

Headcount range

11–50 employees

Short description

MedicAlert is a UK charity providing subscription-based medical ID jewellery paired with a 24/7 nurse-validated emergency helpline and digital medical records, serving individuals with medical conditions, allergies, and dementia across 100+ languages.

Ownership category

akta.pro rank

Product category

Medical Alert Identification Services

NAICS

Services for the Elderly and Persons with Disabilities (62412), Social Assistance (624)

SIC

Services-Health Services (8000), Surgical & Medical Instruments & Apparatus (3841)

akta.pro primary industry

Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)

akta.pro secondary industry

Elderly/Frail & Assisted Living Connected Care (PERS/Fall Detection) (HLACAFAE)

Keywords

• Medical ID jewellery
• Emergency medical identification
• Membership helpline service
• Dementia Herbert Protocol
• Medical alert charity

Headquarters

HQ city

Soulbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Annual Membership Fees: Primary revenue stream from annual membership fees at £41 per year or £36 on Direct Debit. Membership provides 24/7 emergency support, nurse-validated medical records, and access to emergency services worldwide.
2. Medical ID Jewellery Sales: One-time purchase of custom-engraved medical ID jewellery (bracelets, necklaces, bands). Prices range from £22.95 for basic IDs to higher for premium materials. IDs are required to access membership services.
3. Donations: Voluntary donations from members and supporters to support charitable programmes including the Goodwill Project which provides free or reduced-price memberships to vulnerable individuals.
4. Lifetime Membership Legacy: Legacy lifetime membership service no longer offered to new members. Existing lifetime members pay annual fees for record maintenance.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

MedicAlert provides custom-engraved medical ID jewellery (bracelets, necklaces, and the Persona collection) combined with an annual Standard Membership service. Each membership includes a 24/7 global emergency helpline available in 100+ languages and dialects, a digital medical record that is reviewed and validated by Registered Nurses, and worldwide access by first responders. The charity also runs the Herbert Protocol for dementia patients and the Goodwill Project for those in financial hardship.

Product overview

MedicAlert provides a comprehensive medical ID service combining wearable jewellery products with membership-based services. The core offering consists of custom-engraved medical ID bracelets and necklaces (including Classic Stainless Steel, Persona, and specialty collections) that provide immediate access to vital health information. These are paired with a Standard Membership service (£41/year or £36 on Direct Debit) offering 24/7 emergency helpline access, nurse-validated digital medical records, and worldwide translation services in over 100 languages. The organisation operates as a charity and is NHS-recommended. Additional support programmes include the Goodwill Project for financially vulnerable individuals, Early Start Programme for children under 10, Herbert Protocol for dementia patients, and various NHS Trust partnerships. Add-on services include Virtual Wallet Card (mobile app), physical Wallet Card, and Disc Exchange for updating IDs.

Differentiator

Problem solved

Functional benefit

Products and services

• MedicAlert Classic Bracelet (Stainless Steel) Handcrafted stainless steel medical ID bracelet with custom engraving for individuals with medical conditions, allergies, or dementia who need emergency identification. Worn continuously to allow first responders to access vital medical information via the 24/7 helpline.
• MedicAlert Classic Necklace (Stainless Steel) Stainless steel medical ID necklace with custom engraving providing an alternative wearable to the classic bracelet for members who need emergency medical identification.
• Persona Bracelet (Sunflower) Sunflower-design medical ID bracelet in the Persona collection combining fashionable aesthetics with custom-engraved medical identification functionality.
• MedicAlert Standard Membership Annual membership providing 24/7 worldwide emergency support, a nurse-validated digital medical record, and translation services in 100+ languages and dialects for individuals with medical conditions or allergies.
• Nurse Checks Service Registered Nurse review and validation service ensuring every member's medical record is accurate, complete, and properly prioritised for emergency use. Unique to MedicAlert among UK medical ID providers.
• Herbert Protocol Free national dementia support service that stores vital personal, medical, and care information accessible to emergency services to help locate people with dementia who go missing.
• Goodwill Project Charitable programme providing free or reduced-price MedicAlert membership and IDs to individuals experiencing financial difficulties who would otherwise be unable to afford life-saving medical ID services.
• Early Start Programme Charitable programme funded by MedicAlert providing free medical ID and membership to vulnerable children up to age 10 who live with medical conditions or allergies.
• NHS Trust Staff Protection Programmes Partnership-driven programmes with NHS trusts providing free or subsidised MedicAlert membership and IDs to NHS staff living with chronic medical conditions, including 3-year memberships and £25 ID contributions.
• Charity Partnership Membership Programmes Co-branded partnership programmes with disease-specific charities (vEDS, epilepsy, children's heart/lung, chest wall conditions, allergies) that fund free or discounted MedicAlert memberships for their community members.
• Lifetime Membership (Legacy) Legacy membership for existing holders only, providing ongoing nurse-validated medical record management with annual renewal confirmation (no longer available to new members).
• Disc Exchange Service Update service enabling members to replace the engraved disc on their existing medical ID jewellery when medical conditions, medications, or other vital information change.

Quantifiable outcome

• 95% annual member renewal rate, demonstrating high customer satisfaction and perceived value of the service
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Buckinghamshire Healthcare NHS TrustcoreStrategic or Co-development Partner · 1 November 2021Project providing 3 years of free membership and medical ID to any Buckinghamshire Healthcare NHS Trust staff living with a medical condition. Trust operates Wycombe Hospital, Stoke Mandeville Hospital, Amersham Hospital, Buckingham Community Hospital, and Thame Community Hospital.
• NHScoreStrategic or Co-development PartnerMedicAlert is NHS recommended, with the NHS Learning Hub providing training resources for medical professionals on using MedicAlert in emergencies. Multiple NHS trusts have partnered to provide sponsored memberships to staff and patients.
• Allergy UKcoreStrategic or Co-development PartnerPartnership to create a 'Circle of Protection' for millions living with allergies, combining prevention, preparedness, and emergency response to support allergy sufferers at every stage.
• Lions Club InternationalminorGTM or Marketing PartnerCommunity partnership with Lions Clubs for fundraising support and raising awareness of MedicAlert services in local communities.
• Newcastle Upon Tyne Hospitals NHS Foundation TrustcoreStrategic or Co-development PartnerProtection programme partnership supporting aHUS (atypical Haemolytic Uraemic Syndrome) patients and their families with free first-year MedicAlert membership and medical ID.
• North Staffordshire Combined Healthcare NHS TrustcoreStrategic or Co-development PartnerStaff wellness initiative providing 3 years of free MedicAlert membership and £25 towards a medical ID for NHS staff living with medical conditions. Worth approximately £121 per eligible staff member.
• Annabelle's ChallengecoreGTM or Marketing PartnerCharity partnership funding free first-year MedicAlert membership for members diagnosed with vascular Ehlers-Danlos Syndrome (vEDS), saving £41. Also offers 24-month membership renewal with additional 6 months funded by MedicAlert.
• Jon Shaw FoundationcoreGTM or Marketing PartnerEpilepsy charity partnership sponsoring one year of free MedicAlert membership and £10 off a MedicAlert ID for young people living with epilepsy. Addresses SUDEP (Sudden Unexpected Death in Epilepsy) awareness.
• Brompton FountaincoreGTM or Marketing PartnerChildren's heart and lung charity partnership providing 2-year MedicAlert membership and first medical ID for patients of Royal Brompton and Harefield hospitals. Partnership funded by Brompton Fountain with discount from MedicAlert.
• Pectus MatterscoreGTM or Marketing PartnerUK charity partnership for people with chest wall conditions (Pectus Excavatum and Pectus Carinatum) providing free year membership and first MedicAlert ID for members.
• Aberdeen Royal Infirmary / NHS GrampianminorStrategic or Co-development PartnerLocal patients benefit from free MedicAlert membership and ID jewellery through scheme sponsored by local council. Scheme by invitation only.
• Royal College of ParamedicsminorStrategic or Co-development PartnerProfessional body partnership with presence at national conference in Wales. Educational and awareness-building relationship with emergency responder professionals.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ICE Medical Standard: UK medical ID jewellery brand offering custom-engraved bracelets and dog tags for allergies and medical conditions. Direct competitor in MedicAlert's home market with overlapping target customers but without the nurse-validation or NHS-recommended positioning.
• Universal Medical Data UK (The ID Band Company): UK medical ID wristband supplier offering silicone and metal IDs for NHS hospitals, festivals, and events. Comparable to MedicAlert in UK market and product category, with strength in bulk institutional supply rather than consumer membership.
• Road ID: US-based maker of wearable medical ID bracelets popular with runners, cyclists, and active-lifestyle users. Comparable to MedicAlert on wearable form factor and emergency-information purpose, though tilted toward sport/active users rather than chronic-condition patients.
• Lauren's Hope: US medical ID jewellery retailer offering a broad range of customisable bracelets, necklaces, and watch-style IDs. Comparable to MedicAlert in product category and target customer (women and children with chronic conditions), though operating on a one-off purchase model rather than annual membership.
• American Medical ID: US-based medical ID jewellery and membership provider offering custom-engraved bracelets and necklaces backed by a 24/7 emergency response centre. Closely comparable to MedicAlert on product form factor (custom jewellery), service model (membership + emergency hotline), and target customer (chronic conditions, allergies).

Broad incumbents

• St John Ambulance: Large UK first-aid charity providing training, event cover, and community health programmes. Comparable to MedicAlert as a UK health-focused charity with institutional NHS relationships and a public-safety mission, though operating in adjacent rather than overlapping product categories.
• Apple (Apple Watch / iOS Medical ID): Apple's iOS Medical ID feature and Apple Watch health capabilities (fall detection, ECG, emergency SOS) provide free, smartphone-native emergency medical information. Represents the principal disruptive incumbent for MedicAlert's wearable medical ID category by offering a near-substitute at zero marginal cost to hundreds of millions of users.

Others

• British Red Cross: Major UK humanitarian charity with personal-alarm and independent-living services for vulnerable and elderly individuals. Tangentially comparable to MedicAlert in serving the same chronic-condition/elderly population with welfare and safety services, but without wearable medical ID products.

Emerging players

• MyID (MyID Pty Ltd): Australian medical ID provider offering silicone wristbands and QR-code-enabled medical IDs with smartphone-accessible profiles. Comparable to MedicAlert in use case (emergency medical information) but differentiated by a digital/QR-code-first delivery model rather than nurse-validated records.

Regional players

• MedicAlert Foundation International / US: Independent US-based MedicAlert affiliate operating the brand outside the UK with the same medical ID membership model. Effectively a sister organisation and the most direct conceptual peer, but serving North American members rather than competing in MedicAlert UK's territory.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/medicalert
• LinkedInlinkedin.com/company/the-medicalert-foundation

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 Medic Alert Ltd