Supporting gender-diverse young people since 1995
Mermaids (mermaidsuk.org.uk) scores 90 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Non-profit brands, Education brands, Healthcare brands, in the 100th percentile of 20995 Non-profit brands.
Mermaids is a British charity, founded in 1995 and headquartered in Leeds, that supports gender-diverse, transgender and non-binary children, young people and their families. It provides support lines, community groups, trans-inclusive training for organisations, and informational resources. The charity positions itself as the UK's leading dedicated provider of such services, operating in the non-profit, education and healthcare sectors.
| Brand Name | Mermaids |
|---|---|
| Domain | mermaidsuk.org.uk |
| Industry | Non-profit, Education |
| Founded | 1995 |
| Headquarters | Leeds |
| CEO | Susie Green |
| Main Competitors | Gendered Intelligence (75/100), Stonewall (90/100), Switchboard LGBT+ (82/100), akt (Albert Kennedy Trust) (86/100), GIRES (80/100), TransActual UK (77/100) |
Moz Domain Authority 60/100 vs category average 48 / leader 98 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Mermaids has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Helping gender-diverse kids, young people and their families since 1995" (Meta description: 10 words (ideal length). OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: WordPress, Ghost.
Social footprint: verified profiles on X (Twitter), Facebook, Instagram, LinkedIn, YouTube; no detected presence on GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Mermaids?", Claude could identify the brand as of October 2026. Mermaids UK is a British charity that supports transgender, nonbinary, and gender-diverse children, young people, and their families, offering helplines, support groups, and advocacy. It has also been a significant and at times controversial voice in UK public debate over youth g Best known for Supporting transgender and gender-diverse youth and their families in the UK, and being at the center of public debate over gender-affirming care for minors.
When asked "Best brands similar to Mermaids?", Claude would recommend Mermaids as of October 2026. It's one of the most prominent UK charities in this specific space, so it would naturally come up, though I'd also note the controversy surrounding it.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Mermaids's main competitors in Non-profit: Gendered Intelligence (75/100), Stonewall (90/100), Switchboard LGBT+ (82/100), akt (Albert Kennedy Trust) (86/100), GIRES (80/100).
Sources: Brand Analyzer scan
Mermaids offers support lines, community groups for gender-diverse young people and their families, trans-inclusive training for organisations, and informational resources on gender diversity in children and young people.
Sources: Mermaids official site
Mermaids is a British charity that supports transgender, non-binary and gender-diverse children, young people and their families. It was founded in 1995 and is headquartered in Leeds, England. The organisation is categorised as a non-profit operating in the education and healthcare spaces, focused specifically on gender-diverse youth and their support networks.
Sources: Mermaids official site
Mermaids has moderate AI-search visibility, scoring 67/100 on Brand Analyzer's AI visibility composite (visibility 65, trust 66, recommendation 73). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Mermaids official site
Mermaids was founded in 1995. Mermaids operates in the Non-profit category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Mermaids is headquartered in Leeds. Mermaids operates in the Non-profit category.
Sources: Wikidata
Mermaids provides support, information and training related to gender-diverse children and young people. Its services include specialised support lines, community groups for young people and families, and trans-inclusive training for organisations. It also produces resources aimed at helping families and professionals better understand and support gender-diverse youth.
Sources: Mermaids official site
Mermaids scores 73/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Mermaids official site
Mermaids is used by gender-diverse, transgender and non-binary children and young people, their parents and families, as well as organisations seeking training to better understand and support this community.
Sources: Mermaids official site
Mermaids can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Mermaids official site
Mermaids is known for being a dedicated UK charity supporting transgender and gender-diverse children, young people and their families since 1995. It is recognised for its support lines, community groups and training services aimed at organisations seeking to better understand gender-diverse young people.
Sources: Mermaids official site
Mermaids scores 67/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Mermaids has a moderate AI-visibility profile at 67/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (73/100) and its weakest is visibility (65/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a Moz Domain Authority of 60/100. The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Mermaids from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Mermaids: American Lung Association (90/100), Loomio (90/100), Monterey Bay Aquarium (90/100), Canada's National Observer (90/100).
A step up - brands to learn from: Workaway (91/100), WHYY (91/100).
Category leader: Change.org (97/100).
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