About Us

We set out to take the world on a journey and prove that success, happiness and possibility have no age limit. We believe you can live your best life at 55 and beyond and aim to inspire and support you in whichever way you need. We work with a curated panel of partners who also believe in removing age as a barrier to ambition, so with us you only talk to people who will celebrate your aims, understand your needs and help address your challenges.

Joining us is free and allows you to access a wide range of benefits aligned to our beliefs:

We believe in long-life learning. We provide tools for on-going personal development to support you in achieving new career opportunities, workplace confidence and general wellbeing through:

  • FREE online training courses addressing many key workplace challenges
  • FREE psychometric test to enable greater personal understanding for development
  • FREE article content to aid personal development

We believe in long-life careers. From flexible jobs to brand new starts, setting up your own business venture to corporate employment we cover it all.

  • Job board tailored to over 55's working with employers to explicitly hire 55+ and remove ageism from recruitment
  • Age-aware Accreditation for Employers to remove ageism in their organisation
  • Expert advice Q&A’s from leading career coach and business expert

We believe in setting long-life financial ambitions. We are supported by experts who give the right advice aligned to your specific goals.

  • FREE ‘mid-life' financial MOT with a SOLLA accredited expert
  • Expert advice articles on financial planning including tax savvy tips, pension income and more
  • Insurance experts who ensure the right protection is in place for your home, family, pets and special items with bespoke solutions

We believe in sharing inspiring stories to power your ambitions

  • Sharing stories of those who have gone on a transformational journey in an aspect of their lives from fitness to career to arts at 55+
  • Travel ideas and deals from our holiday partner Mr & Mrs Smith
  • Second home advice – home or abroad supported with legal and finance expert articles
  • Lifestyle inspiration from cars to interiors to fashion
"We aim to be the most-trusted authority and the go-to source for over-55s"

55/Redefined is the UK’s champion for the over-55s. We’re a disruptor. We’re here to challenge the status quo. We reject the idea that the most dynamic part of life is before 55. We advocate for age diversity, positivity and inclusion across all areas of life.

As a population, we’re living longer than ever and currently have an outdated approach towards ageing and life after 55 that no longer serves us. The concept of a pension and retirement was coined in post-war times in the 1940s. This means we are still living with a mindset that has been around for more than half a century.

It’s our mission here at 55/Redefined to embody a movement and champion change at a societal and policy level. We powerfully reject the common stereotypes and prejudices that create barriers to what one can achieve over 50. Whilst people accept getting older means getting wiser, we believe that it also means being bolder and more dynamic in our decision making and demanding more from life.

We are for the vibrant, thrill-seeking, healthy, young-minded, future-focused, on-the-pulse, passionate, fun-loving, who have that you-bet-your-ass-I-can-do attitude who want to be a part of it. With information and insight on careers, finance, legal and lifestyle inspiration for the affluent 55-plus demographic, we aim to be the most-trusted authority and the go-to source for over-55s.

What we offer

  • Woman in 50s wearing glasses purple top necklace leaning on balcony


    Traditionally thought of as ‘retirement age’, there are some key career change points at 55. We work with employers to offer alternative and flexible roles and adapt to the needs of the over-55 workforce to unlock the great potential available

  • Legal


    With some interesting challenges at 55 and over, you need to ensure you have the right legal protections in place. Our legal partners are expert in family law, wills and trusts and ready to work with you on putting those things right so that you can get on with the fun stuff.

  • Finance


    To finance the lifestyle you truly want, it means accessing a range of experts across investments, mortgages, insurance and more. We work with partners who understand the challenges at this life-stage and tailor solutions to you.

  • Lifestyle


    Most importantly, you want to enjoy life at this amazing stage of 55 and beyond. From fashion to fitness, home to health and technology to arts, we seek out the best options for you.

The 55/Redefined Best Partner Promise

As the UK’s champion for over 55s, our Partner Promise recognises products and services – such as financial, legal, insurance, education and lifestyle – that set out to make life simpler and more seamless for you, so that you can spend more time living and doing the exciting things.

We hand-pick and vet each business that is awarded the 55/Redefined Partner Promise Badge based on our own vigorous assessment benchmarks, analysis and regular evaluations. Each partner we work with is selected because they share our values, including the following:

Champions of anti-ageism, diversity and
inclusion across all areas

Exceptional quality of customer service and experience

High standards of trust, transparency, and customer value for money

Hold trust, transparency, and value to the
customer at the centre

ESG Statement

With our guiding principle to embrace the opportunities of life at 55 and beyond, we understand that a thriving natural environment and a healthy social environment are the foundations upon which people's lives are truly enriched. Without these foundations, it is not possible to fulfil 55/Redefined’s mission to unlock the social and economic benefits of age inclusivity.

In fact, support of ESG-related initiatives and 55/Redefined’s core social mission are intrinsically interlinked, including addressing climate change, promoting innovation, and supporting economic revitalisation through combatting ageism in employment. As we grow, we will continue to develop scalable initiatives which realise a more sustainable and fairer society for all, supporting the goal of a decarbonised society. Our partner and product decisions are, and will continue to be, based on the recognition that the protection of the global environment is essential.

Our Partners

With a breadth of offering covering all consumer legal services plus a commitment to diversity and inclusion, Slater and Gordon are the perfect partner for us to collaborate with to build the UK’s first “for all life’s needs” one stop shop service for our members.

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Having a financial planning partner that specialises in later life advisory is key to 55/Redefined. All of Integrity365’s advisers are experts in pensions, trusts, estate planning and making the most of your income and savings to fulfil your life needs.

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Finding an insurance broker who could get the best value and premium cover for anything and everything that is important to over-55s, led us to Partners&. Whatever your general insurance need, they will have a solution for you.

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Fluent Money have the largest panel of lenders that provide equity release, second-home mortgages, buy to let, retirement interest only mortgages, and the expertise to support you hand in hand to get you the funding that you seek.

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Dawsons Auctioneers and Valuers make auctions accessible to everyone. Not only were they one of the first auction houses to move online, but they also have a policy that “there are no stupid questions” so first time auction-goers feel very welcome.

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Rethink Group can support you with any other element of the recruitment process in an agile way adapting to the things you need help with. They also celebrate our diversity and inclusion ethos to ensure that every activity has inclusivity at its core.

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MRFS are the go-to professionals in the interior design community and with high-end project developers to install and maintain everything from home cinema systems, CCTV, alarms, gate and door entry, sound and fire systems and more.

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Our Succession Planning Services are about getting three things right at the same time – the business, the owners and the finances – business and family – to ensure the best possible exit outcomes for all stakeholders.

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Experts in diversity and inclusion, Maguire Training are the best-in-class in e-learning, business and soft-skills training and came recommended to us by employers working with our job board as their top training partner.

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A completely secure digital vault for all your most important documents – from your passport to life insurance policies to your will and driving licence, Legado gives you the option to store everything online with  bank-grade security protection.

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Never has a hotel or villa from Mr & Mrs Smith disappointed and the service experience is always top class. Working together to build a portfolio of fun, intriguing and inspiring getaways for our 55/Redefined Members was the perfect fit for bringing travel up to date for the over-55s we serve.

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Understanding yourself and gaining insight over personal traits is an essential part of planning our future lives and careers and aligning to what we are naturally strong at. As such, we wanted to create free access to a personal insight tool and partner with a psychometric organisation that was as passionate about the over-55 challenge at work as us.

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