What 55/Redefined does

55/Redefined is a UK-based, privately-held age intelligence and technology company founded in 2021, headquartered in London, that sells enterprise software and services to help large organisations attract, engage, retain, and grow over-50s talent. The company operates a multi-brand portfolio anchored by Me/Redefined, a SaaS coaching platform built by behavioural psychologists and retirement specialists that delivers a self-paced programme (10+ themed scenes, 20+ activities, 25+ hours of content) plus a proprietary behaviour-guided AI coach called The Guide, and surfaces an Age Intelligence dashboard aggregating 40+ anonymised workforce signals (Clarity, Confidence, Motivation, retention risk, Thrive Score). Adjacent products include Age IQ Score (a £3,495 R/AGE-based one-time assessment scored out of 100), Age IQ+ (a four-to-six-week data diagnostic consultancy), and Certified Age Friendly Employer (a multi-year global accreditation programme), with supporting sub-brands Life/Redefined (community), Jobs/Redefined (job board), Work/Redefined (B2B enterprise) and the May 2026 book The Age Rebellion by founder/CEO Lyndsey Simpson.

The platform runs on AWS in Dublin with SOC 2 Type II, GDPR, CCPA, and Cyber Essentials compliance, using Auth0 for SSO. The company monetises via multi-year SaaS subscriptions (2, 3, or 5-year terms, billed annually in advance on a per-licence basis), fixed-price assessments, bespoke consultancy engagements, and accreditation programme fees. It distributes through a direct enterprise sales force targeting CPOs/CHROs and an exclusive global RPO channel partnership with AMS, supported by an invite-only Age Pioneers CPO summit series and the annual Age Pioneers Week global awareness campaign (1.7M content views, 250K+ social followers, 60% non-UK). The company states it serves over 95 global corporates across financial services, retail, media, telecoms, and professional services, with named enterprise logos including AXA, Barclays, Amazon UK, Diageo, Veolia, Tesco Ireland, Canada Life, Just Group, BT, NatWest, and Capgemini. Total disclosed funding is £6.3 million across a 2021 founding round (£3.3M), a 2022 Crowdcube round (~$481K), and a 2024 £3M strategic investment from FTSE-listed Just Group.

Name

55/Redefined

Legal name

55 Redefined Ltd

Website

https://55redefined.co

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

55/Redefined is a UK-based enterprise age intelligence platform selling SaaS coaching (Me/Redefined), age-inclusivity assessments, and accreditation to large employers seeking to attract, retain, and reskill over-50s talent across more than 95 global corporates.

Ownership category

akta.pro rank

Product category

Age Intelligence / Workforce Inclusion Software

NAICS

Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114), Employment Placement Agencies (561311)

SIC

Services-Prepackaged Software (7372), Services-Management Consulting Services (8742)

akta.pro primary industry

Career Assessment & Skills Profiling (Assessments for Transition) (BPACAOAG)

akta.pro secondary industries

Executive Outplacement (C-Suite & Senior Leaders) (BPACAOAC), Senior Workforce Transition & Encore Career Learning (Post-retirement work) (EDAAAMAE)

Keywords

• Age intelligence platform
• Midlife workforce coaching
• Age inclusion accreditation
• Workforce analytics software
• Over-50s talent solutions

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Me/Redefined SaaS Platform Licensing: SaaS coaching platform licensed per-seat with multi-year contract terms (2, 3, or 5 years), billed annually in advance. Scales with number of licences and cohort size. Designed for land-and-expand motion starting with high-impact cohorts.
2. Age IQ Score (One-Time Assessment): One-time payment assessment tool. £3,495 (excl. VAT) upon completion, payable via card or invoice.
3. Age IQ+ Consultancy (Deep Data Diagnostic): Collaborative consultancy service delivered over four to six weeks, including workforce data analysis, workshops with senior stakeholders, and an Age Strategy Action Plan. B2B enterprise engagement.
4. Certified Age Friendly Employer Accreditation: Multi-year certification programme including roadmap, consulting support, action plan, expert workshops, resource library access, and PR/publicity support. Multi-year commercial engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

55/Redefined provides a SaaS-based age intelligence and midlife coaching platform for large employers. Its core product, Me/Redefined, delivers self-paced age-intelligent career coaching to over-50s employees, paired with an anonymised workforce analytics dashboard for HR leaders. The offering is extended with the Age IQ Score (R/AGE assessment, £3,495 one-time fee), Age IQ+ (bespoke four-to-six-week data diagnostic), and the Certified Age Friendly Employer accreditation programme, which together help enterprises attract, retain, and grow their over-50s workforce.

Product overview

55/Redefined operates as a multi-brand enterprise platform focused on age intelligence and solutions for the over-50s workforce. The core product portfolio consists of Me/Redefined (a SaaS coaching platform for midlife employees with an integrated Age Intelligence dashboard), Age IQ Score (an assessment tool using the R/AGE methodology to score age inclusivity), Age IQ+ (a data diagnostic consultancy service), and Certified Age Friendly Employer (the only global age accreditation program). Supporting these core products are Age Pioneers (invite-only events for CPOs), Age Pioneers Week (annual global awareness campaign), Age Insights Library (research and resource hub), and three sub-brands: Work/Redefined (B2B enterprise solutions), Life/Redefined (consumer membership community), and Jobs/Redefined (over-50s job board). The company also published The Age Rebellion book by CEO Lyndsey Simpson. The platform is backed by SOC 2 Type II certification and GDPR/CCPA compliance, with AI powering personalized coaching through the proprietary Guide AI and workforce analytics through the Age Intelligence dashboard.

Differentiator

Problem solved

Functional benefit

Brands

• Work/Redefined: B2B enterprise solutions enabling large organisations to become the employer of choice for over-50s through digital and data benchmark tools, age inclusive accreditation, and strategic age insight.
• Me/Redefined
• Life/Redefined
• Jobs/Redefined
• The Age Rebellion

Products and services

• Me/Redefined SaaS coaching platform offering age-intelligent career coaching for over-50s employees, including a self-paced program with 10+ themed scenes, 20+ coaching activities, 25+ hours of content, a proprietary AI coach (The Guide), and a live Age Intelligence dashboard with 40+ anonymised workforce signals for HR leaders. Sold per-seat on multi-year subscription contracts.
• Age IQ Score (R/AGE Readiness Score)

Quantifiable outcome

• +5 years added to careers on average
• +12 more outcomes

Named customers43 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature8 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• PageGroupminorGTM or Marketing Partner · 1 January 2025PageGroup (Page Outsourcing) partnered with 55/Redefined for the June 2024 Age Pioneers Summit hosted at LinkedIn HQ London. PageGroup is associated with supporting the event.
• LinkedInminorGTM or Marketing Partner · 1 January 2025LinkedIn London HQ hosted the June 2024 Age Pioneers Summit. LinkedIn is cited as a speaker and participant at Age Pioneers events.
• Global Coalition on Aging (GCOA)coreGTM or Marketing Partner · 1 January 2025GCOA is a headline sponsor of Age Pioneers Week 2025 and co-produced the 'Age Intelligence in Action' report with 55/Redefined.
• WM People / National Older Workers Week (NOWW)minorStrategic or Co-development Partner · 1 January 202455/Redefined acquired the assets of WM People in 2024, including National Older Workers Week (NOWW). In 2025, this was rebranded and expanded into Age Pioneers Week as a global initiative.
• AMS (Advanced Management Services)coreChannel Partner/ Reseller/ DistributorAMS was named exclusive global talent/RPO partner of 55/Redefined. AMS integrates 55/Redefined's products and services into its global talent acquisition and workforce solutions engagements. Sharon Bagshaw, Chief Client Officer APAC, EMEA & UK&I at AMS, is quoted on the partnership. AMS sponsored Age Pioneers Summit January 2025 and Age Pioneers Week 2025.
• Octopus Books (Hachette UK)coreStrategic or Co-development PartnerHachette UK's Octopus division is publishing 'The Age Rebellion' by Lyndsey Simpson, Founder & CEO of 55/Redefined, in May 2026. Simultaneously, Hachette UK achieved Age Inclusive Accreditation from 55/Redefined in February 2026. This represents a co-publishing and commercial accreditation partnership.
• Age Friendly InstitutecoreStrategic or Co-development Partner55/Redefined acquired the Age Friendly Institute and the Certified Age Friendly Employer Program, consolidating its position as the global standard for age inclusivity. This acquisition brought the age certification/accreditation programme into 55/Redefined's product portfolio.
• Global Coalition on Aging (GCOA)coreStrategic or Co-development Partner55/Redefined collaborated with the Global Coalition on Aging to produce the 'Age Intelligence in Action' report featuring case studies from leading global employers. GCOA co-branded the report and is a sponsor of Age Pioneers Week 2025.
• Just Group (Research Partnership)coreStrategic or Co-development Partner55/Redefined and Just Group co-produced 'Purpose, Pay & Possibilities: Redefining Retirement' research report. Key finding: 87% of Britons aged 50-70 say purpose is the most important factor for happy retirement, and 1/3 of 50-70-year-olds are not taking active steps to find their purpose.
• Spoken (Speakers Bureau)minorGTM or Marketing PartnerSpeaker enquiries for Lyndsey Simpson, Founder & CEO, are managed by Spoken, a speaker bureau. Spoken handles all speaker booking logistics for 55/Redefined.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• BetterUp: BetterUp is a global enterprise coaching and mental wellness platform serving large employers with career and leadership coaching. Directly comparable to 55/Redefined's Me/Redefined SaaS coaching offering, though BetterUp serves a broader demographic rather than specialising in midlife/over-50s talent.
• EZRA (LHH): EZRA is an enterprise coaching platform owned by LHH (a division of Adecco Group) delivering personalised career and leadership coaching to corporate workforces. Directly comparable to Me/Redefined on coaching delivery model and enterprise buyer persona, with broader demographic targeting.
• CoachHub: CoachHub is a European-headquartered digital coaching platform serving enterprise HR buyers with AI-powered career and leadership coaching. Closely comparable to Me/Redefined on B2B enterprise coaching delivery model and international footprint, though CoachHub targets all employee levels rather than midlife specialists.
• Fuel50: Fuel50 is an AI-powered career pathing and internal mobility platform sold to large enterprise HR teams. Comparable to 55/Redefined on the talent marketplace/jobs board (Jobs/Redefined) component and on internal career mobility use cases for midlife employees seeking redeployment.

Broad incumbents

• Cornerstone OnDemand: Cornerstone OnDemand is a major enterprise talent/L&D platform sold to large global employers, and is itself a 55/Redefined customer (CPO Ginette Kilroy has presented at Age Pioneers events). Comparable as a broader talent suite that could in-house age-intelligence features as a module.
• Workday: Workday is the dominant enterprise HCM and people analytics platform globally. Comparable as a broad incumbent whose people analytics roadmap could plausibly absorb age-intelligence features, posing a long-term competitive risk to 55/Redefined's standalone proposition.
• Visier: Visier is a leading people analytics and workforce planning platform sold to enterprise HR teams. Comparable as a broader workforce analytics incumbent that could expand into age-disaggregated analytics and benchmark data, competing with 55/Redefined's Age IQ+ and dashboard capabilities.
• Eightfold AI: Eightfold AI is an enterprise AI talent intelligence platform covering skills, internal mobility, and diversity analytics. Comparable as a broader AI-driven talent intelligence incumbent that could integrate age-related analytics as a feature within its existing skills/diversity offerings.
• Degreed: Degreed is a global learning and upskilling platform serving enterprise HR and L&D teams. Comparable on the L&D/coaching component and enterprise buyer persona, though Degreed covers all skill categories rather than specialising in midlife workforce development.

Emerging players

• Centre for Ageing Better: The Centre for Ageing Better is a UK charity and independent research foundation focused on improving later life including age-inclusive work. Comparable as an emerging voice in the age-inclusivity space, though operating as a non-profit thought leader rather than a commercial platform vendor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights8 records

Customer concentration

• YouTubeyoutube.com/channel/UCxCZwJmvSefaBuOzTTQF8Ig
• Facebookfacebook.com/LifeRedefinedUK
• LinkedInlinkedin.com/company/55-redefined

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 55/Redefined