Age UK
Age UK is a UK-registered charity that delivers information, advice, care and advocacy services for older people through a network of 120+ local charities, ~280 charity shops, a national advice line, and a trading subsidiary selling over-50s insurance and independent living products.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What Age UK does
Age UK is a UK-registered charity (charity number 1128267, company number 6825798) founded in 2009 through the merger of Age Concern England and Help the Aged, headquartered at 7th Floor, One America Square, 17 Crosswall, London, EC3N 2LB. The organisation's stated mission is to promote the wellbeing of older people in the United Kingdom, and it delivers this through a federated network of more than 120 independent local Age UK charities, a wholly-owned trading subsidiary (Age UK Trading Ltd), a dedicated helpline subsidiary (The Silver Line), and an international arm (Age International, active in over 40 developing countries). Approximately 1,600 paid staff are supplemented by around 5,700 volunteers across phone lines, 14,569 network volunteers, and 156,498 people engaged in informal charitable activities such as campaigning and panel participation.
The core service platform centres on information, advice, and direct support for older people and their unpaid carers (5.8 million people in the UK provide unpaid care). The national Age UK Advice Line (0800 678 1602) operates 8am-7pm, 365 days a year, complemented by a Benefits Calculator tool, downloadable information guides and factsheets covering money, legal, health, care and housing topics, and digital inclusion training to help older people use digital services safely. Approximately 280 charity shops in England and Wales generate retail income, while Age UK Trading sells over-50s insurance (car, home, travel, motor breakdown) and independent living solutions (stairlifts, bathing solutions, personal alarms, incontinence products), with profits returned to the charity. The Silver Line helpline and Telephone Friendship Service address loneliness and isolation, and handyperson services (e.g., the Cambridgeshire programme supporting ~2,000 households with home modifications) deliver practical in-home support funded through local authority contracts.
Revenue is generated from a diversified mix of individual donations, regular giving, legacies and Free Wills Month activity, charity shop retail, Age UK Trading product sales, lottery and raffle programmes, corporate partnerships (Lloyds Banking Group fraud-prevention scheme, Dunelm retail partnership), and direct government contracts (Welsh government social care allocation exceeding £10 million for 2026-27, Cambridgeshire County Council handyperson funding, plus advocacy work aimed at NHS England). The charity publishes annual State of Health and Care reports and conducts public campaigns such as "Act Now, Age Better" and "Let's change how we age" to influence policy and shift public perceptions of ageing, addressing systemic issues including the 2 million people aged 65+ with unmet care needs identified in the 2024 report.
Age UK firmographics
Firmographics- Name
- Age UK
- Legal name
- Age UK
- Website
- https://ageuk.org.uk
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Age UK is a UK-registered charity that delivers information, advice, care and advocacy services for older people through a network of 120+ local charities, ~280 charity shops, a national advice line, and a trading subsidiary selling over-50s insurance and independent living products.
- Ownership category
- akta.pro rank
Age UK industry classification
Industry- Product category
- Charitable Elder Care Services
- NAICS
- Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
- akta.pro secondary industries
- Safety Check-Ins, Wellness Calls & Monitoring (Non-Clinical) (HSABAAAG), In-Home Safety & Fall-Risk Assessment Services (HSABAJAA), Technology Assistance & Digital Support for Seniors (HSABAAAH)
Keywords
Where Age UK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Age UK business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Charity Shops: Age UK operates approximately 280 charity shops in England and Wales, selling donated goods to raise funds.
- Donations and Fundraising: Individual donations, regular giving, corporate donations, trusts and foundations support. Age UK also offers lottery and raffle programmes.
- Age UK Trading (Products): Age UK Trading sells products including over-50s insurance (car, home, travel, motor breakdown), independent living solutions (bathing solutions, stairlifts, personal alarms, incontinence products). Profits go to the charity.
- Legacy Giving: Age UK encourages supporters to leave gifts in wills, promoting 'Free Wills Month' and legacy donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Insurance products for over-50s |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Age UK product offering
Product offeringCore offering
Age UK is a UK-registered charity that provides information, advice, and support services for older people and their families. Through a national advice line (0800 678 1602), a network of over 120 local independent Age UK charities, approximately 280 charity shops, and digital tools such as the Benefits Calculator, it delivers benefits guidance, health and wellbeing resources, befriending services, scam prevention education, and digital inclusion training. Through its wholly-owned trading subsidiary Age UK Trading Ltd, it sells over-50s insurance (car, home, travel, motor breakdown) and independent living products (stairlifts, personal alarms, bathing solutions) with profits supporting the charity's work.
Product overview
Age UK is a UK-based charity organization that provides information, advice, and support services for older people. The organization operates a unified service platform centered on its website (ageuk.org.uk) and phone-based advice services. Core offerings include the Age UK Advice Line (0800 678 1602), a Benefits Calculator for estimating benefit entitlements, Telephone Friendship Service for combating loneliness, The Silver Line Helpline, and Silver Sunday community events. Through its trading subsidiary, Age UK Trading, the organization offers insurance products (car, home, travel, motor breakdown) and independent living solutions (bathing solutions, stairlifts, personal alarms, incontinence products) targeting the Over-50s market. The organization also provides information guides and factsheets covering topics such as pensions, benefits, health, care, housing, and legal issues. Age UK operates a network of local Age UK charities and charity shops across England.
Differentiator
Problem solved
Functional benefit
Brands
- The Silver Line: A helpline service providing friendship, advice, and support to older people
- Age UK Advice Line
- Age UK Trading
- Act Now, Age Better
- Let's change how we age
Products and services
- Benefits Calculator An online tool that helps older users in the UK estimate potential benefit entitlements based on their personal circumstances, with optional follow-up benefit checks over the phone.
- Age UK Advice Line A free confidential telephone advice service available on 0800 678 1602 from 8am to 7pm, 365 days a year, providing information and advice to older people and their families on money, legal, health, care, and wellbeing topics.
- Telephone Friendship Service A befriending service that provides free weekly friendship calls, matching volunteers with older individuals based on their preferences and needs to combat loneliness and social isolation.
- The Silver Line Helpline A helpline service (operated through wholly-owned subsidiary The Silver Line) providing information, friendship, and support specifically designed for older people.
- Age UK Trading Products A range of products for later life sold through Age UK's trading subsidiary, including over-50s insurance (car, home, motor breakdown, travel including with medical conditions) and independent living solutions (bathing, stairlifts, personal alarms, incontinence products); profits support the charity.
Quantifiable outcome
- 5.8 million unpaid carers in UK supported through Age UK advice and campaigns
- +2 more outcomes
Companies that use Age UK
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Age UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Age UK partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- DunelmcoreFashion and retail partnership between Dunelm and Age UK, awarded Business Charity Awards recognition in the Fashion & Retail Partnership category. Partnership involves supporting older people through retail initiatives.
- Lloyds Banking GroupcoreLloyds Banking Group committed £15 million to fraud prevention scheme funded through seized criminal assets. The initiative led to 113 arrests, £3 million in additional criminal assets seized, and education programmes reaching over 50,000 older people, in partnership with organisations including Age UK, City of London Police, and DCPCU. Age UK provides expertise on protecting older customers from scams.
- Carers UKcoreCarers UK and Age UK have called on the government, local councils, and the NHS to increase support for family carers, citing that 5.8 million people in the UK provide unpaid care, with 1.7 million doing which for at least 50 hours per week.
- Cambridgeshire County CouncilcoreFunding provider for Cambridgeshire Handyperson Services programme delivered by Age UK Cambridgeshire and Peterborough. The service aids approximately 2,000 households of elderly and disabled people with home modifications such as grabrails.
- Good Things FoundationcoreDigital Inclusion Innovation Fund supporting local projects including digital skills coaching through Women's Wellbeing and Age UK, and a device donation pilot with the Digital Poverty Alliance. Partners include O2 Virgin Media, LS-TEN Sky Up Hub, Google, Lloyds Banking Group, Vodafone, and Deloitte UK.
- Digital Poverty AllianceminorPartnership for device donation pilot programme as part of the Digital Inclusion Innovation Fund. The government launched an £11.9 million Digital Inclusion Innovation Fund supporting local projects.
- BT GroupcoreAbilityNet partnership with BT Group and others to scale community-based digital skills support nationwide. Part of The Connection Project, a UK cross-sector coalition focused on digital inclusion.
- CapgeminiminorPartnership to scale community-based digital skills support nationwide. Part of AbilityNet's work to address the UK's growing digital participation divide.
- Deloitte UKminorPartnership with Deloitte UK to scale community-based digital skills support nationwide as part of AbilityNet's digital inclusion efforts.
- O2 Virgin MediaminorPartner in the Digital Inclusion Innovation Fund, creating community spaces with devices for digital skills training. Part of government's digital inclusion efforts.
- LS-TEN Sky Up HubminorPartner in Digital Inclusion Innovation Fund creating community spaces with devices for digital skills training.
- ThreeminorTelecom provider involved in government Digital Inclusion Action Plan for affordable broadband provision.
- CityFibreminorTelecom provider involved in government Digital Inclusion Action Plan for affordable broadband provision.
- WightFibreminorTelecom provider involved in government Digital Inclusion Action Plan for affordable broadband provision.
- BTminorTelecom provider involved in government Digital Inclusion Action Plan for affordable broadband provision.
- GoogleminorPartner for digital skills training and device donation schemes as part of the Digital Inclusion Action Plan.
- VodafoneminorPartner for digital skills training and device donation schemes as part of the Digital Inclusion Action Plan.
- Deloitte UKminorPartner for digital skills training and device donation schemes as part of the Digital Inclusion Action Plan.
- University College LondonminorUCL conducted research on caring and cognitive decline published in the journal Age and Ageing, finding that providing care for 50+ hours per week leads to accelerated cognitive decline. Age UK cited the study findings in calling for increased support for family carers.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Age UK competitors and assessment
Company assessmentDirect peers
- Independent Age: UK charity providing advice, information, and support for older people and their families. Closely comparable to Age UK in mission, target demographic, and information/advice service model.
- Carers UK: UK charity supporting unpaid family carers with advice, advocacy, and policy influence. Direct peer and named partner of Age UK in joint campaigns for the UK's 5.8 million unpaid carers.
- Royal Voluntary Service: UK charity supporting older people through volunteer-led services including hospital support, community dining, and companionship. Comparable volunteer-driven service model and elderly beneficiary base.
- Alzheimer's Society: Major UK charity for people affected by dementia, providing advice services, information, and advocacy. Comparable UK-wide advice line, information guides, and policy advocacy structure for older people and families.
- Centre for Ageing Better: UK charity focused on improving later life through research, advocacy, and programmes on work, housing, health, and inclusion. Comparable aging-focused mission and policy influence activities.
- HelpAge International: Global network supporting older people, of which Age UK (via Age International) is a UK member. Direct peer in mission and programmatic approach to elder rights and services.
- Age Scotland: National partner of the Age UK network in Scotland, providing advice, information, and services for older people. Sister organization within the Age UK family, directly comparable in service model.
- AbilityNet: UK charity helping older and disabled people use digital technology, named partner with BT, Capgemini, and Deloitte in The Connection Project for digital inclusion. Directly overlaps with Age UK's digital skills training and inclusion programmes.
Broad incumbents
- British Red Cross: Large UK humanitarian charity providing support services including for vulnerable and older people. Broader incumbent operating across multiple aid verticals but with overlapping services in independent living support and crisis response.
Emerging players
- Counsel and Care: UK charity providing advice and information for older people, their families, and carers, focused particularly on social care funding and rights. Smaller-scale direct peer with overlapping advice service offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Age UK social profiles
Digital presenceAge UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Age UK leadership team
Management profileNumber of profiles
Profiles1 record
Age UK subsidiaries and ownership
Company hierarchySubsidiaries3 records
Age UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Age UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Age UK
What does Age UK do?
Age UK is a UK-registered charity that provides information, advice, and support services for older people and their families. Through a national advice line (0800 678 1602), a network of over 120 local independent Age UK charities, approximately 280 charity shops, and digital tools such as the Benefits Calculator, it delivers benefits guidance, health and wellbeing resources, befriending services, scam prevention education, and digital inclusion training. Through its wholly-owned trading subsidiary Age UK Trading Ltd, it sells over-50s insurance (car, home, travel, motor breakdown) and independent living products (stairlifts, personal alarms, bathing solutions) with profits supporting the charity's work.
Is Age UK a public or private company?
Age UK is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Age UK founded?
Age UK was founded in 2009. It employs 1,001 to 5,000 people.
Where is Age UK based?
Age UK is headquartered in London, United Kingdom, in the Europe region.
How does Age UK make money?
Four revenue lines are on record. Charity Shops are the primary driver. The others are donations and Fundraising, age UK Trading (Products) and legacy Giving.
Who are Age UK's main competitors?
Direct peers on record are Independent Age, Carers UK, Royal Voluntary Service, Alzheimer's Society, Centre for Ageing Better, HelpAge International, Age Scotland and AbilityNet. British Red Cross is listed as a broad incumbent. Counsel and Care is listed as an emerging player.
Does Age UK have an API?
No public API is recorded for Age UK.
What industry is Age UK in?
Age UK's product category is Charitable Elder Care Services. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of HSABAAAG, Safety Check-Ins, Wellness Calls & Monitoring (Non-Clinical). Its NAICS code is 62412 and its SIC code is 8300.