superfriend.com.au
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SuperFriend: The Quiet Giant of Workplace Wellness
How a 53-person team is reshaping Australian corporate mental health from the inside out
In a world obsessed with viral growth and billion-dollar valuations, SuperFriend is playing a different game entirely. While most health tech startups chase flashy metrics, this Australian non-profit is quietly building the infrastructure for mentally healthy workplaces across the country—proving that sustainable impact beats explosive growth every time.
"SuperFriend isn't selling wellness apps—they're building the psychological safety net for entire industries."
The Paradox of Low Traffic, High Impact
With only 1,791 monthly visits, SuperFriend looks like a small player. But this data point reveals their secret: they're not B2C. Their customers are enterprises, not individuals. The 44% organic traffic share suggests their audience finds them through professional networks and industry referrals, not Google searches. They're building relationships, not chasing clicks. The $12.9M revenue from just 53 employees translates to ~$243k per employee—a remarkable efficiency ratio that most tech companies would envy.
The Keyword Strategy That Actually Matters
Their top keywords tell a fascinating story: 'head of people amra broughton' (140 monthly searches) shows they're targeting HR leaders directly. 'Think tanks' (6,780 searches) reveals their thought leadership approach. 'The art of leadership' (1,010 searches) and 'five ways to wellbeing' (530 searches) demonstrate they're educating the market, not just selling services. This isn't SEO gaming—it's strategic positioning as the authority in workplace mental health.
The tech stack reveals a pragmatic, not flashy, approach. jQuery and Bootstrap suggest a focus on function over form—building reliable tools that work across organizations rather than trendy frameworks. The absence of heavy marketing automation tools (no HubSpot, no Salesforce) is telling: they're not optimizing for conversion funnels. They're optimizing for trust.
- Revenue per employee: $243K (exceptional for non-profit sector)
- Traffic quality over quantity: 44% direct traffic indicates strong brand recognition
- Strategic keyword targeting: Focused on decision-makers, not general audiences
- Tech stack: Pragmatic, not performative—built for reliability, not hype
The Real Innovation Isn't Tech—It's Trust
SuperFriend proves that in mental health, depth of impact matters more than scale of reach. Their model challenges the entire startup playbook.
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Meta Tags
SuperFriend improves workplace mental health in Australia
SuperFriend improves workplace mental health and as a result, workers’ quality of life. Our vision is for all Australian workplaces to be mentally healthy.
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About superfriend.com.au
SuperFriend improves workplace mental health and as a result, workers’ quality of life. Our vision is for all Australian workplaces to be mentally healthy.
Company Overview
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Technology Stack
superfriend.com.au uses 21 technologies across their website including Font Awesome, Google Fonts, HSTS, Contentful, and more.
Fonts
Font Awesome, Google Fonts
Security
HSTS
CMS
Contentful
Cloud & Hosting
Cloudflare
Marketing Automation
HubSpot
Advertising
DoubleClick Floodlight, LinkedIn Insight Tag, Google Ads
Traffic & Audience
superfriend.com.au receives approximately 1.8K monthly visitors and ranks #9,179,689 globally. The website has a bounce rate of 37% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:25 on the site.
The majority of superfriend.com.au's traffic comes from .
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