Case studies > Shore Psychology: from Social Innovation Challenge finalist to thriving social enterprise

Case studies

Shore Psychology: from Social Innovation Challenge finalist to thriving social enterprise

Social Innovation Challenge funding helped Shore Psychology, founded by Dr Amy Homes, move from an early-stage idea into a growing clinical social enterprise. Find out what they had to say about their journey.

But first, what is the Social Innovation Challenge?

The Social Innovation Challenge (SIC) is a support programme for people and organisations developing innovative solutions to some of Scotland’s most pressing social and environmental challenges. The programme helps test, launch or grow ideas that deliver lasting social impact.  

This year’s SIC is offering one social enterprise £30,000 in grant funding and a package of tailored support, with two runners up receiving £10,000 each in grant funding. 

From finalist to delivery 

Shore Psychology was a finalist in the 2025 SIC. The award helped them to become a Community Interest Company (CIC), moving from early planning into delivery. 

Discover what Amy and her colleague Sophie have been doing since being named Social Innovation Challenge finalists in our recent interview.

What difference did the support of the Social Innovation Challenge make to Shore Psychology? 

The funding helped us build the foundations of an innovative, psychology-led social enterprise that combines high-quality clinical services with a practical model for improving access to psychological support. 

Using the SIC funding, we have been able to: 

  • provided executive functioning training for clinicians working with neurodivergent clients 
  • bought equipment for cognitive assessments, including new laptops for staff 
  • paid the rent for its Edinburgh premises 

The SIC also helped us develop its pay-it-forward model for therapies, neurodiversity assessments, training and consultancy, enabling the organisation to work with charity partners and support people facing barriers to accessing appropriate support through the NHS. 

The window at Shore Psychology looking out at the Shore in Leith with the Shore Psychology logo reflected on the walls

How has Shore Psychology grown since the Social Innovation Challenge? 

Since receiving the award, Shore has launched and grown as a multidisciplinary clinical social enterprise. 

We now provide: 

  • psychological therapy and counselling 
  • mental health support for children and young people 
  • ADHD and autism assessments 
  • speech and language therapy 
  • occupational therapy 
  • play therapy 
  • workplace wellbeing services 
  • neurodiversity training 
  • trauma-informed training and consultancy 

Alongside this growth, we have remained connected to Firstport. The team recently delivered trauma-informed training for Firstport staff, sharing their expertise and helping them strengthen our trauma-informed approach.

Can you tell us about your key milestones and impact since the Social Innovation Challenge?

Yes, we have achieved so much. We have: 

  • grown to 29 associates, with women making up 97% of the workforce 
  • built a salaried team of 3.8 full-time equivalent staff 
  • delivered more than 1,500 clinical therapy sessions 
  • completed 87 full neurodiversity assessments 
  • generated an estimated £43,500 in savings for the NHS and wider services 
  • demonstrated that every £1 of surplus invested saves the NHS an estimated £8.50 

At Shore, we have also expanded its community impact through charity partnerships, pro bono and reduced-cost support, access to clinic space, and inclusion on Edinburgh Council’s Accredited Pathways & Certified Counselling Framework. 

Our impact can be seen through our collaboration with charity partners. Income from paid services is used to fund psychological support and neurodiversity assessments for people who might otherwise be unable to access them. We have also developed a staged ADHD and autism assessment pathway, offering a lower-cost first step before committing to a full diagnostic assessment. 

A person with blue hair and glasses speaks to others around a table during a meeting

What have been your biggest learnings since the Social Innovation Challenge? 

One of the main challenges has been managing growth whilst having limited staffing resources, expanding board membership and improving governance. Our biggest lesson has been that staff wellbeing should come first, particularly in the early stages of development. 

As a new CIC, we have had to balance financial sustainability with social impact. Femand for mental health support remains high, but access is difficult for many people due to cost, waiting times and uncertainty about the type of help they need. 

Our experience has shown that people value services that combine clinical expertise with warmth, clarity and compassion, and that is the type of service that we will continue to offer at Shore Psychology. 

Amy and Sophie added: 

“Support from Firstport has been instrumental for us in navigating these challenges.”

What would you have done differently? 

Looking back, we wish we had spent more time understanding the legal structure of a CIC Limited by Guarantee and applied for grant funding earlier, rather than trying to grow income too quickly.  

What have you been most proud of since starting your social enterprise? 

We are most proud of building a service where clinical quality and social impact sit together. We are also proud of the community we have built and our impact including supporting our first pro bono clients and improving access to psychological support. 

What’s next for Shore Psychology? 

Over the next year, we plan to: 

  • expand third sector workplace training around neurodiversity, trauma-informed practice and staff wellbeing  
  • continue to strengthen their board and governance 
  • develop their charity partnerships  
  • continue to develop their clinical services in a sustainable way, including developing pharmacological support 
  • improve how they measure and communicate their social impact. 
The Shore Psychology team outside Shore Psychology

What advice would you give to future Social Innovation Challenge applicants? 

Be clear about the problem you are trying to solve, why your model is sustainable and the difference funding could make. Make sure you can clearly measure and demonstrate your social impact. 

On the SIC, Amy and Sophie said: 

“Being part of the Social Innovation Challenge gave Shore Psychology CIC credibility and momentum at an important early stage. It helped us move from a strong idea into a growing service with social impact built in from the beginning. 

Working with Firstport has been fantastic, their passion and support in developing our model and community has been invaluable. 

We are very grateful to Firstport for their belief in us. We couldn’t have got to where we are without you.”  

Apply for this year’s Social Innovation Challenge 

Learn more about Shore Psychology


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