WM People

What WM People does

WM People, which operates commercially as 55/Redefined and is legally 55 Redefined Ltd, is a UK-based private company founded in 2021 that sells enterprise "age intelligence" software and consulting services to large global employers. Its stated purpose is to help organizations attract, engage, grow and retain workers aged 50+ and to build multigenerational, age-inclusive workplaces, framed against a demographic backdrop in which the working-age population across western countries is projected to shrink by 21-28% by 2050, creating an estimated shortfall of more than 50 million skilled workers.

The company's product suite comprises four core offerings: Age IQ, a rapid 20-minute snapshot assessment producing a data-led age-inclusion score and recommendations; Age IQ+, a deeper diagnostic that forms the foundation of a customer's age strategy; Certified Age Friendly Employer, a multi-stage accreditation and roadmap program; and Me/Redefined, a coaching platform positioned around the "100-year life" that supports career transitions and workforce future-proofing. These are complemented by the Age Pioneers community, an invite-only CPO event series, and Age Pioneers Week, an annual global awareness movement. The company states it is powered by a proprietary dataset on older workers and is backed by a consortium of investors led by Just Group plc.

Revenue is generated through subscription-based SaaS fees for the technology products (Age IQ, Age IQ+, Me/Redefined, certification) and through professional-services/consultancy engagements that accompany them. Go-to-market is a consultative direct enterprise sales motion supported by demos and consultant outreach; the company also distributes through an exclusive RPO partnership with AMS (Alexander Mann Solutions). Pricing is not publicly disclosed. The company claims 95+ global corporate customers spanning financial services, insurance, retail, professional services, media, publishing, telecommunications, utilities and infrastructure, with named logos including Amazon, AXA, Barclays, NatWest, Canada Life, Diageo, Veolia, BT, dentsu, HarperCollins and Warner Bros. Discovery.

Name

WM People

Legal name

55 Redefined Ltd

Website

https://wmpeople.co.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

WM People (operating as 55/Redefined) is a UK-based enterprise age-intelligence platform that sells subscription software (Age IQ, Age IQ+, Me/Redefined) and consultancy to help large global employers attract, retain and engage over-50s talent and build age-inclusive workplaces, serving 95+ corporate customers.

Ownership category

akta.pro rank

Product category

Workforce Age Intelligence Software

NAICS

Software Publishers (5132), Computer Training (611420)

SIC

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

akta.pro primary industry

Learning Management (LMS) & Talent Development (BPACAPAG)

akta.pro secondary industry

Online & Hybrid Senior Learning Platforms (EDAAAMAD)

Keywords

• Age intelligence platform
• Workforce age strategy
• Multigenerational workforce
• Age inclusion consulting
• Older worker solutions

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription-based SaaS: Products offered on a subscription basis including Me/Redefined coaching platform, Age IQ assessment tools, Age IQ+ diagnostic, and Certified Age Friendly Employer certification. Revenue generated through recurring subscription fees from enterprise clients.
2. Consultancy Services: Age strategy consultancy services provided alongside technology products. Consultants help businesses formulate best practice initiatives and deliver results.

Distribution channels2 records

Marketing channels5 records

Core offering

55/Redefined (WM People) provides enterprise age intelligence and technology solutions that combine a proprietary dataset with subscription-based software products (Me/Redefined coaching platform, Age IQ assessment, Age IQ+ diagnostic, Certified Age Friendly Employer accreditation) and supporting age strategy consultancy. The offering helps global organizations attract, engage, grow, and retain over-50s talent and consumers while future-proofing their workforce against shrinking working-age populations.

Product overview

55/Redefined (also referred to as WM People) is a platform-plus-modules architecture offering enterprise age intelligence and technology solutions. The product suite centers on Me/Redefined (a coaching platform for career transitions and workforce futureproofing), Age IQ (a rapid assessment tool delivering a snapshot score and report), Age IQ+ (a comprehensive data diagnostic forming the foundation of age strategy), and Certified Age Friendly Employer (a certification program). The company also operates Age Pioneers (an invite-only CPO networking event) and Age Pioneers Week (an annual global awareness week). Together, these products enable organizations to attract, engage, grow, and retain older workers while future-proofing their workforce.

Differentiator

Problem solved

Functional benefit

Brands

• Me/Redefined: A coaching platform redefining work and play for the 100-year life, offering age intelligent career coaching to help people transition, futureproof their work, and feel inspired, not retired.
• Age IQ
• Age IQ+
• Certified Age Friendly Employer
• Age Pioneers

Products and services

• Me/Redefined A coaching platform for the 100-year life that offers age-intelligent career coaching to help people transition, futureproof their work, and feel inspired rather than retired. Sold to enterprise organizations for their workforce.
• Age IQ A snapshot score and report that delivers a data-led assessment of Age Inclusion across an organization with actionable recommendations in approximately 20 minutes. Sold to enterprise organizations to baseline their age initiatives.
• Age IQ+ A deep-dive data diagnostic that provides detailed organizational insight through the lens of an over-50 worker, forming the foundation of a corporate age strategy. Sold to enterprise organizations as a comprehensive diagnostic engagement.
• Certified Age Friendly Employer A certification program demonstrating that an organization cares about age inclusion, providing tools to action a roadmap toward becoming an age-inclusive employer, with formal accreditation. Sold to enterprise organizations seeking age-inclusive employer status.

Quantifiable outcome

• Over 95 global corporations trust 55/Redefined for age enablement
• +4 more outcomes

Named customers30 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• AMS (Alexander Mann Solutions)flagshipChannel Partner/ Reseller/ DistributorAMS is the exclusive RPO (Recruitment Process Outsourcing) partner for 55/Redefined. This partnership enables 55/Redefined to leverage AMS's global expertise across the talent spectrum to drive meaningful impact for businesses looking to future-proof their workforce. The partnership aims to ensure talent of all ages is recognised and valued.
• Canada LifecoreStrategic or Co-development PartnerCanada Life partnered with 55/Redefined on Life100+: The Longevity Opportunity Panel and case study on building a multigenerational workforce. This collaboration demonstrates co-development of insights and research on longevity and age-inclusive employment practices.
• Hachette UKminorStrategic or Co-development PartnerHachette UK achieved Age Inclusive Accreditation with 55/Redefined as part of building an intergenerational future. This partnership involves using 55/Redefined's certification programme.
• Just GroupcoreStrategic or Co-development Partner55/Redefined and Just Group co-authored 'Purpose, Pay & Possibilities: Redefining Retirement' research report revealing significant shifts in how the UK's over-50s view retirement. This joint research partnership produces proprietary market insights.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Culture Amp: Employee engagement, performance and D&I analytics SaaS platform for enterprises. Overlaps with WM People's Age IQ / Age IQ+ diagnostic and Certified Age Friendly Employer D&I positioning.
• Visier: Workforce analytics and people insights platform used by large enterprises. Closest comparable to the Age IQ/Age IQ+ data diagnostic angle of WM People, applied across HR use cases.
• BetterUp: Enterprise coaching and development platform selling subscriptions to large employers, directly comparable to WM People's Me/Redefined coaching product for workforce development and resilience.
• Eightfold AI: Talent intelligence platform using proprietary data and AI to support recruitment, development, and retention. Comparable to WM People in using a unique dataset to address enterprise talent outcomes.
• Sounding Board: Enterprise coaching platform matching employees with coaches for development. Direct analogue to Me/Redefined's age-intelligent career coaching subscription for the over-50 workforce.

Emerging players

• Textio: Augmented writing platform focused on inclusive, bias-aware recruiting and HR content. Comparable to WM People in using data and language analytics to address workplace D&I for enterprises.

Broad incumbents

• Korn Ferry: Global organisational consulting firm with talent and workforce advisory practices. Comparable to WM People's consultancy and age strategy advisory services for enterprise HR leaders.
• Workday: Large incumbent HCM and workforce planning platform serving global enterprises. Represents the broader HR/HCM systems that WM People must integrate with and compete against for D&I budget.
• Lattice: People management platform covering performance, engagement and growth for enterprises. Overlaps with WM People in the people analytics and development tooling layer for HR buyers.
• AARP: US-based 50+ advocacy organisation operating workforce programs, research, and policy initiatives. Comparable to WM People as a thought-leadership and community body focused on over-50 economic participation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/55redefined

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 WM People