Martin Hogg set up Citizen Coaching in Birmingham in 2005, inspired by his own experiences as a troubled teen.

Citizen Coaching delivers high quality, jargon free counselling.

Key Fund has supported a number of steps of its growth with several different investments since 2015.

In the last year, it delivered 20,000 counselling sessions, supporting 4,000 people. It directly employs 14 counsellors; with contractors the team expands to 73 people.

Martin says: “There’s been a 10% increase on the number of people we see and the annual income has grown from £800k to £1.2m. We’ve grown to deliver a service to the diverse community of Birmingham, working in 12 different languages.”

In 2018, Key Fund helped develop its online services, which stood it in good stead in the pandemic.

In 2022, Key Fund supported the new role of Citizen Navigator in response to post-pandemic needs – helping those in counselling access help on key issues such as housing, benefits, and advocacy.

Operating in the top 10% most deprived areas, it has strong social impact: 80-87% of its clients report better relationships, increased well-being, and feel more able to work or study.

A growing number of young people are seeking support. “A lot of this is in the aftermath of the pandemic; people feeling isolated. I’m seeing an increase in the number of cases of anxiety, often leading to self-harm.”

“The cost-of-living crisis means when people are coming for counselling they’re also having to deal with issues as simple as being able to afford to get the bus to get here, to keeping a roof over their head.”

They’ve offered more hybrid (online) services to remove transport costs, as well as increase resourcing around signposting, expanding their network of local charities and foodbanks.

Support has started around employment too. “People are telling us that their issues around their mental health are making it hard for them to stay in their current job, and also for the younger ones, hard to stick at school.”

Neurodiversity is also on the rise, with more autism and ADHD cases awaiting a diagnosis. “We’re always upskilling our counsellors to meet the need of very diverse and complex clients.”

He says: “We’re in a perfect storm where demand is rising constantly, complexity of cases is rising, and yet everyone is struggling with cash flow. Like many other third sector organisations, we rely on being paid quickly, so we’re able to pay our providers and staff.”

£100k from Key Fund’s Flexible Finance Fund plugged delayed payments.

Martin says: “As a small business, it’s difficult to access short term finance when you need it to cash flow the business. Key Fund reduces the headaches around that, so we can concentrate fully on delivering the work for people who need it most.”

“They’re a trusted partner who really understand the social enterprise sector and the challenges growing enterprises have. We’re giving the next generation of counsellors a platform; many have grown from volunteers to paid staff.

We would not be able to reach as many people as we do, and all that added value, without their support.” Martin Hogg