Age Cymru

What Age Cymru does

Age Cymru is the national charity for older people in Wales, operating as a registered charity (number 1128436) and company limited by guarantee (number 6837284) headquartered at Mariners House, Trident Court, East Moors Road, Cardiff. Formed on 1 April 2009 through the merger of Age Concern Cymru and Help the Aged, the organisation succeeded both predecessor charities to consolidate the older-persons charity sector in Wales, and sits inside the wider Age UK Group alongside Age Scotland and Age Northern Ireland while retaining an independent Welsh governance structure and Board of Trustees. The charity employs approximately 122 people and delivers services free of charge to users.

The core product set centres on information, advice, and befriending services. Age Cymru Advice is a free telephone and email service (0300 303 44 98) covering benefits, care, health, and legal issues, supplemented by a Telephone Friendship befriending service matching older people with volunteer callers, and an online Benefits Calculator that helps beneficiaries identify unclaimed entitlements. The charity publishes a comprehensive library of downloadable information guides and factsheets, runs the Spread the Warmth winter wellbeing campaign, Act Now Age Better preventative-health initiative, Falls Prevention programmes, dementia advocacy through the HOPE project, and physical-activity services including Tai Chi and Nordic Walking. Research and policy outputs include an annual survey of more than 1,400 people aged 50 and over in Wales, the EnvisAGE discussion journal, a Community Calculator civic-engagement report, and partnership-produced studies. Advocacy campaigns in 2024 included a 650,000+ signature petition to save the Winter Fuel Payment, hospital discharge safety, social care delays, and banking access for older people. Distribution is multi-channel: the national phone advice line, a network of local Age Cymru partnership offices, home visits, the website, and an Age Matters Podcast.

The business model is a non-profit funding model with five distinct revenue streams: individual donations (including website and tribute donations), fundraising events (Christmas Carol Concert, The Big Knit, sponsored runs), legacy gifts, corporate partnerships (including Pugh's Garden Villages), and grants from government bodies, trusts, and foundations. All services to beneficiaries are provided free of charge; the pricing model is therefore a charitable donations-and-contributions model rather than a fee-for-service model. Marketing is carried out via the charity's website, social media (Facebook, X, YouTube, Instagram), email newsletter, the podcast, events including the National Eisteddfod, and earned media through policy campaigns. Geographic scope is exclusively Wales, with operating footprint spanning national and local levels via the partnership office network.

Name

Age Cymru

Legal name

Age Cymru

Website

https://agecymru.wales

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Age Cymru is the national charity for older people in Wales, providing free information, advice, befriending, advocacy, and health-promotion services to the 50+ population through a national helpline, local partnership offices, and digital channels, supported by donations, grants, legacies, and corporate partnerships.

Ownership category

akta.pro rank

Product category

Charitable services for older people

NAICS

Services for the Elderly and Persons with Disabilities (62412), Social Assistance (624)

SIC

Services-Social Services (8300)

akta.pro industry

PRIMARYBPAGAEAF

Elder Services & Aging Support

Business & Public Services/Nonprofit, NGO & Social Services/Social Services & Community Support (Food, Housing, Family)

SECONDARYHLADAGAB

Companion Care & Social Support (non-clinical)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Non-Medical In-Home Care & Personal Care

SECONDARYHSABAAAB

Conversation, Cognitive Stimulation & Activity Facilitation

Home & Personal Services/Elder Care & In-Home Care Services/Non-Medical Companion Care

SECONDARYHSADAGAK

Healthy Aging & Longevity Lifestyle Coaching

Home & Personal Services/Fitness, Wellness & Personal Training/Health Coaching & Lifestyle Wellness

Keywords

• Older people services
• Charity advice
• Befriending services
• Advocacy support
• Health wellbeing programmes

Headquarters

HQ city

Cardiff

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations: Charity receives donations from individual supporters, website donations, and tribute donations in memory of loved ones.
2. Fundraising Events: Income generated from fundraising events including running challenges, Christmas Carol Concert, The Big Step, The Big Knit, and other sponsored activities.
3. Legacies: Legacy gifts left in wills by supporters.
4. Corporate Partnerships: Partnerships with businesses providing financial or in-kind support.
5. Grants and Funding: Funding from government bodies, trusts, and foundations for specific projects and programmes.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Age Cymru delivers free information, advice, advocacy, befriending, and health and wellbeing services to older people in Wales through a telephone advice line, local partnership offices, a website, and home visits. Core services include the Age Cymru Advice service (guidance on benefits, care, health and legal issues), the Telephone Friendship befriending service, an online Benefits Calculator, downloadable information guides, and health programmes such as Falls Prevention, Spread the Warmth, and Physical Activity classes.

Product overview

Age Cymru is a national charity for older people in Wales offering a portfolio of advice, support, and advocacy services. The core offering centers on Age Cymru Advice (telephone guidance on benefits, care, and legal issues) supported by the Telephone Friendship befriending service. Digital tools include an online Benefits Calculator and downloadable Information Guides. Health and wellbeing programs encompass Falls Prevention, Spread the Warmth (winter wellness), Act Now Age Better, and Physical Activity programs including Tai Chi and Nordic Walking. The organization conducts policy research through its Annual Survey and EnvisAGE discussion journals, while running advocacy Campaigns on issues affecting older Welsh residents including banking access, care delays, and winter fuel payments. Additional services include HOPE dementia advocacy, Carers Support, Care Homes guidance, and Arts and Creativity initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• Age Cymru Advice
• Telephone Friendship
• Benefits Calculator

Quantifiable outcome

• More than 11,700 people supported through projects and services in 2024
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Age Cymru Partnership (Local Age Cymru organizations)coreStrategic or Co-development PartnerNetwork of local Age Cymru organizations across Wales working together to support older people in their communities. Includes local offices providing face-to-face services, local events, and community engagement.
• Age UKcoreStrategic or Co-development PartnerAge Cymru is part of the Age UK Group alongside Age NI and Age Scotland. Age UK provides website hosting services to Age Cymru. The organizations work together on national campaigns such as the Winter Fuel Payment petition.
• Care & Repair CymrucoreStrategic or Co-development PartnerPartnership working on falls prevention, home adaptations, and supporting older people to remain independent at home. Care & Repair's Rapid Response Adaptations Programme fits around 20,000 home adaptations across Wales each year.
• Age Connects WalescoreStrategic or Co-development PartnerPartnership with Age Connects Wales on falls prevention, wellness events, and community support services for older people across various regions of Wales.
• Alzheimer's Society CymruminorStrategic or Co-development PartnerCollaboration on dementia support, brain health, and dementia care awareness. Contributes to EnvisAGE policy publications on dementia diagnosis and support.
• St. David's Children's Society and Adoption UKminorStrategic or Co-development PartnerWorking on behalf of the National Adoption Service for Wales to encourage mothers of children adopted before 1976 to apply for support.
• Pugh's Garden VillagesminorStrategic or Co-development PartnerPartnership supporting Age Cymru's Friend-in-Need service during the run-up to Christmas, with celebration events held at Pugh's Garden Village locations.
• Carers Trust WalescoreStrategic or Co-development PartnerPartnership supporting older carers, health body partnerships, and Carers Rights Day initiatives. Working to place older carers at the heart of individual health care plans.
• Welsh Ambulance Service University NHS Trust (WASUT)minorStrategic or Co-development PartnerPartnership with St John Ambulance Cymru to develop services for people who have fallen, attending to fallers more quickly than ambulance response alone.
• Age Cymru DyfedcoreStrategic or Co-development PartnerLocal Age Cymru partnership providing mental health support and reconnecting individuals through social activities as part of preventative healthcare services.
• Age Cymru Gwynedd a MôncoreStrategic or Co-development PartnerLocal partnership hosting hustings events and showcasing services at the National Eisteddfod.
• Bevan FoundationminorStrategic or Co-development PartnerResearch partner that produced 'Buses – a lifeline for older people' report for Age Cymru, drawing on views of over 300 people aged 60 and over.
• Welsh Institute for Health and Social Care ResearchminorStrategic or Co-development PartnerAcademic partner contributing to EnvisAGE publications on preventative health care services and best social care practice.
• Cardiff UniversityminorStrategic or Co-development PartnerAcademic contributor to EnvisAGE policy publications, including research on determining best preventative social care practice.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Age UK: The national UK-wide charity for older people and Age Cymru's affiliate in the Age UK Group. Age UK hosts Age Cymru's website and runs joint campaigns, making it the closest strategic sibling and a broader-scope incumbent in the same product category.
• Citizens Advice: Larger UK-wide advice network offering free guidance on benefits, legal, and consumer issues — overlapping directly with Age Cymru Advice. A broader-scope incumbent whose advice-line services substitute for Age Cymru's specialist guidance.

Direct peers

• Independent Age: UK-wide charity offering free advice, information, and befriending services for older people, with similar mission, beneficiary cohort, and service mix to Age Cymru. Competes for the same donor and grant funding pools.
• Alzheimer's Society: UK dementia charity delivering advice, support, advocacy (including dementia advocacy similar to Age Cymru's HOPE programme), and research. Co-partner with Age Cymru and competes for the same donor and grant pool.
• Royal Voluntary Service: UK charity running volunteer-led services for older people, including hospital discharge support, befriending, and community programmes. Highly comparable volunteer-network model and beneficiary focus to Age Cymru.
• Carers Trust: UK-wide charity supporting unpaid carers, including older carers — directly overlaps Age Cymru's Carers Support service and partners with Age Cymru. Comparable mission, funding model, and beneficiary profile.
• Age NI: Third member of the Age UK Group, delivering parallel advice, advocacy, and befriending services for older people in Northern Ireland. Direct functional and structural parallel to Age Cymru.
• Age Scotland: Sister charity of Age Cymru within the Age UK Group, providing equivalent advice, friendship, advocacy, and campaigning services for older people in Scotland. Operates a near-identical multi-channel service model to Age Cymru.

Emerging players

• Re-engage: UK charity providing companionship and social activities for older people, including telephone befriending and group programmes. A smaller, emerging specialist whose Telephone Friendship model overlaps directly with Age Cymru's offering.
• Centre for Ageing Better: UK charity focused on research and advocacy for aging populations. Overlaps with Age Cymru's EnvisAGE policy publications and policy-influence work but operates primarily as a think tank rather than a direct service provider.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AgeCymru
• YouTubeyoutube.com/user/agecymru
• Facebookfacebook.com/agecymru
• Instagraminstagram.com/agecymru
• LinkedInlinkedin.com/company/age-cymru

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Age Cymru