PRESS RELEASE: 55/Redefined Acquires the Age Friendly Institute & the Certified Age Friendly Employer Program

London, UK and Boston, USA – 08 January 2026: 55/Redefined, the global leader in enterprise age intelligence and technology solutions, today announced the acquisition of the Age Friendly Institute (AFI), the organisation behind the Age Friendly Employer movement and the Certified Age Friendly Employer Program.

The move positions 55/Redefined as the global provider of age-friendly certifications, uniting two powerful forces in age-inclusive workforce solutions.

With this acquisition:

· Over 200 Age Friendly Employers across 31 US states and more than 10 countries, including Accenture, Sanofi and Publicis Group, will join the 55/Redefined community, expanding its reach across the globe.

· A US-based team of experts from Age Friendly Ventures, the holding company for the Age Friendly Institute and Certified Age Friendly Employer Program, will join 55/Redefined, strengthening its North American presence.

· 55 Redefined will also continue to partner with Age Friendly Venture’s international network of affiliate partners to expand its footprint in Brazil, Uruguay, Colombia, Italy, Spain, Mexico, and Canada.

· Age Friendly Ventures was founded in 2006, and the combined organisation now holds the most comprehensive age-related workforce data and insights globally, enabling corporations to future-proof their talent strategies and unlock the value of an ageing population.

According to a recent survey, 65% of US workers age 50+ say age bias is a fact of life in organisations.[1] Reintroducing experienced workers into the workplace could increase GDP by 6.75%, generating a potential $2.5 trillion.[2]

A Global Standard for Age Inclusion

In the coming months, 55/Redefined’s Age Inclusive Employer Accreditation will be combined with the Certified Age Friendly Employer status, creating a unified global standard for age-inclusive workplaces.

This certification is available on a subscription basis and is based on a rigorous methodology. It gives public recognition to age-inclusive workplaces and will sit alongside 55/Redefined’s enterprise solutions, including Me/Redefined, a career and life transition coaching platform supporting 50+ workers to feel inspired, not retired.

Intellectual Property and Global Reach

The combined group now owns a portfolio of Age Friendly Venture’s trademarks, website properties, data and proprietary solutions that reinforce its position as the global leader in age intelligence. Together, these assets will enable organisations worldwide to meet the challenges of demographic change and create truly inclusive workplaces. The US age-inclusion total addressable market is comparable to B-Corp status and is worth in excess of $800 million.[3]

Formation of Advisory Board

To guide this next chapter, 55/Redefined will establish a new Advisory Board, featuring Eve Driver, daughter of Tim Driver, who founded the ‘Age Friendly’ movement over 20 years ago. This board will ensure the combined organisation continues to lead innovation in age inclusion.

Lyndsey Simpson, CEO and Founder of 55/Redefined, says:

“By bringing together two decades of expertise and data from Age Friendly Ventures with our enterprise-grade solutions and unique age intelligence, we are setting a new global benchmark for age inclusion.

This acquisition is not just about scale, it’s about impact. We look forward to introducing Age Friendly Venture’s clients across pharmaceuticals, local government, financial services and more, to our platforms and helping organisations everywhere embrace the future of work.”

Eve Driver, Chief Operating Officer at Age Friendly Ventures, says:

“Tim’s passion for the Age Friendly movement has been evident to all who have known him. We look forward to his legacy growing through the work of 55 Redefined, who so deeply share his mission to make the world a better place to grow older. We thank our team for their hard work and dedication to get us to this next exciting chapter.”

Shasta Partners advised on the deal on behalf of Age Friendly Ventures.

The deal follows 55/Redefined’s successful acquisition of the assets of WMPeople in October 2024. The company has since relaunched National Older Workers’ Week as International Age Pioneers Week.

Simpson concluded: “We have a track record of successfully integrating assets into 55/Redefined to deliver on a shared vision to enable the world’s largest organisations to help their over 50s employees feel inspired, not retired.”

ENDS

CONTACT:

Tony Brown

PR and content executive

Tony.brown@55redefined.com

07796 888955

ABOUT AGE-FRIENDLY VENTURES

Age Friendly Ventures was founded by Tim Driver in 2006. Its ventures have included Retirementjobs.com, a job site for workers 50+, Mature Caregivers, an eldercare provider staffing primarily 50+ caregivers, and the Age Friendly Institute.

[1] Age Friendly Institute 2024.

[2] McKinsey & Co Global Healthy Aging Survey

[3] Age Friendly Ventures market sizing data