Early intervention in childhood mental health is one of the most cost-effective strategies for improving lifelong wellbeing—yet most children who need support never receive it, or receive it only when they are in crisis. This presentation explores why, despite clear evidence and strong economic arguments, we continue to miss the critical window of “early in life and early in need.” Drawing on Australia's National Children’s Mental Health and Wellbeing Strategy and the national Kids Hubs model, we examine the systemic barriers within primary care: funding models, workforce shortages and capability gaps, fragmented digital systems and pathways, and inequitable access. We will highlight practical solutions including brief screening during routine visits, collaborative care pathways, and integration with multidisciplinary hubs. And discuss how these models can reshape service design to make early intervention the default, not the exception.