Age in Action
Age in Action is a South African non-profit, founded in 1956, that advocates for and represents over 2.7 million older South Africans through programmes, awareness campaigns, and a network of 800+ member NGOs across all nine provinces.
- Company typePrivate
- Founded1956
- HeadquartersCape Town, South Africa
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Age in Action does
Age in Action, legally registered as Age-in-Action (NPO 002-842, Public Benefit Organisation 930014308), is a South African non-profit organization founded on 13 September 1956 in Cape Town, originally as The South African Council for the Aged and rebranded to its current form in 2014. It functions as the recognized national advocacy and representative body for older South Africans, claiming to represent more than 2.7 million older persons, while a federation of over 800 NGO member organizations delivers direct services to more than 150,000 elderly beneficiaries in need of care. The organization operates a national headquarters in Cape Town and provincial offices across all nine South African provinces, running programs such as Active Ageing, Homebased Care, Intergenerational knowledge transfer, Operation Dignity, Outreach (food parcels), and Assistive Devices, alongside advocacy campaigns including World Elder Abuse Awareness Day and awareness initiatives addressing gender-based violence against older persons.
The underlying service delivery model is community-led and labor-intensive: home-based caregivers act as the link between elderly beneficiaries and formal care services, supported by provincial offices and member NGOs. There is no proprietary technology platform; the only disclosed technology is a national toll-free Careline for older persons and a WordPress-based website hosting publications, annual reports, brochures, and e-newsletters. Supporting infrastructure includes a national toll-free helpline, POPIA-compliant privacy documentation, and a constitution-aligned governance structure with a National Executive Committee comprising one representative per province.
Age in Action is funded through a diversified mix of Section 18A tax-deductible individual donations (above R100 per annum), corporate membership fees, NGO affiliation fees, corporate sponsorships (notably Pick n Pay's Smart Shopper loyalty program), government subsidies to provincial offices, and National Lotteries Board grants for specific programmes such as Senior Sangala. Provincial subsidies have historically been insufficient, producing deficits at the provincial level. Revenue figures are not publicly disclosed, and the organization runs no commercial pricing tiers; its go-to-market motion is community-led advocacy and awareness rather than transactional sales.
Age in Action firmographics
Firmographics- Name
- Age in Action
- Legal name
- Age-in-Action
- Website
- https://age-in-action.co.za
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Age in Action is a South African non-profit, founded in 1956, that advocates for and represents over 2.7 million older South Africans through programmes, awareness campaigns, and a network of 800+ member NGOs across all nine provinces.
- Ownership category
- akta.pro rank
Age in Action industry classification
Industry- Product category
- Elder Care and Advocacy Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- SIC
- Services-Social Services (8300), Services-Membership Organizations (8600)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
- akta.pro secondary industries
- Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK), Caregiver Support & Education Programs (Center-Based) (HSABANAN), Community & Senior Center Lifelong Learning Programs (EDAAAMAB)
Keywords
Where Age in Action is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices10 records
Markets served
Age in Action business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations and Contributions: The organization is dependent on donations from corporate and individual donors to continue its services. Donations exceeding R100 per annum are tax deductible in South Africa under section 18A of the Income Tax Act. The organization also receives corporate membership fees and membership fees from NGO affiliates.
- Government Subsidies: Provincial offices receive government subsidies for operational costs, though these have been insufficient, leading to deficits. The organization also receives support from entities like the National Lotteries Board for specific programs such as Senior Sangala.
- Membership Fees: NGO members pay affiliation fees as determined by the NEC. Business or corporate bodies can be granted corporate membership upon payment of prescribed fees.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Age in Action product offering
Product offeringCore offering
Age in Action is a non-profit organisation that protects and promotes the interests of older South Africans through community-based care programmes, advocacy and lobbying, awareness campaigns against elder abuse, and capacity building for its 800+ member NGOs. Its services include home-based care, active ageing, assistive devices, intergenerational programmes, Operation Dignity, outreach to grandparent-headed households, and policy advocacy on the Older Persons Act.
Product overview
Age-in-Action operates as a non-profit advocacy and service organisation (NPO 002-842) representing over 2.7 million older South Africans. The organisation provides a portfolio of community-based programmes including Active Ageing, Homebased Care, Intergenerational programmes, Operation Dignity, Outreach, and Assistive Devices. These services are complemented by advocacy campaigns on elder abuse and GBV, awareness initiatives like World Elder Abuse Awareness Day, and informational resources including fact sheets, brochures, e-newsletters, and annual reports. The organisation does not offer a technology product but delivers services through a network of over 800 member NGOs serving more than 150,000 older persons in need of care.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 150,000+ older persons receive vital care services through member NGO network
- +2 more outcomes
Companies that use Age in Action
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Age in Action technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Age in Action partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, major and minor.
- Pick n Pay (Smart Shopper Card)corePick n Pay shoppers can choose Age in Action as a beneficiary through their Smart Shopper loyalty card and donate points to services rendered to older persons. This partnership enables individual consumers to contribute to the organization's mission through everyday shopping.
- Department of Sport and RecreationmajorSponsored the Senior Sangala programme (1996-2001) which created opportunities for older persons to live actively through exercise programmes, food gardens, and income-generating projects. The programme was championed by Minister Steve Tshwete.
- Universities of Witwatersrand and Cape TowncoreAge in Action was instrumental in founding chairs for geriatrics at these universities, establishing academic expertise in aging in South Africa.
- Local Authorities (Cape Town, Germiston, Durban)minorIntroduced geriatric nursing services in partnership with Age in Action's advocacy for community geriatric services.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Age in Action competitors and assessment
Company assessmentMarket position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Age in Action social profiles
Digital presenceAge in Action compliance and trust
Trust signalCompliance4 records
Age in Action financial estimates
Financial estimateRevenue estimate
Valuation estimate
Age in Action leadership team
Management profileNumber of profiles
Profiles9 records
Age in Action funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Age in Action 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 in Action
What does Age in Action do?
Age in Action is a non-profit organisation that protects and promotes the interests of older South Africans through community-based care programmes, advocacy and lobbying, awareness campaigns against elder abuse, and capacity building for its 800+ member NGOs. Its services include home-based care, active ageing, assistive devices, intergenerational programmes, Operation Dignity, outreach to grandparent-headed households, and policy advocacy on the Older Persons Act.
Is Age in Action a public or private company?
Age in Action is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Age in Action founded?
Age in Action was founded in 1956. It employs 51 to 100 people.
Where is Age in Action based?
Age in Action is headquartered in Cape Town, South Africa, in the Africa region.
How does Age in Action make money?
Three revenue lines are on record. Donations and Contributions are the primary driver. The others are government Subsidies and membership Fees.
Does Age in Action have an API?
No public API is recorded for Age in Action.
What industry is Age in Action in?
Age in Action's product category is Elder Care and Advocacy Services. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of HSABANAK, Senior Social Clubs & Community-Based Day Programs (Non-Clinical). Its NAICS code is 624120 and its SIC code is 8300.