What Hourglass does

Hourglass (legally Hourglass (Safer Ageing), formerly Action on Elder Abuse; charity reg. 1140543 in England & Wales and SC046278 in Scotland; company no. 07290092) is a UK-wide charity founded in 1997 and headquartered in Sudbury, Suffolk, focused exclusively on ending the abuse of older people. It targets older victims of physical, financial, emotional, sexual abuse and neglect, plus concerned family members and practitioners (social workers, healthcare, police, legal professionals), with research indicating roughly 2.7 million people aged 65+ in the UK have experienced some form of abuse. The organisation operates across all four UK nations with regional offices in England (Sudbury), Scotland (Dunfermline), Wales (Cymru) and Northern Ireland (Newry), employs 52 staff, and is led by CEO Richard Robinson.

Hourglass delivers services through a multi-channel platform: a 24/7 freephone helpline (0808 808 8141), text service (078 6005 2906), website-based instant messaging staffed by Information Officers, the Knowledge Bank online resource portal, the Scotland-piloted Community Response Hub now expanding UK-wide, the UK's first specialist IDVAs for over-65s (via Sussex Police and Crime Commissioner), and an AI-powered Virtual Chatbot built on the Tawk third-party messaging stack. The Knowledge Bank consolidates nearly 30 years of research, signposting and 'how-to' content. Underlying integration includes Stripe, GoCardless and PayPal for donations, Call Handling UK for the helpline, and Google Analytics for web telemetry; no proprietary technology or patents are disclosed.

Hourglass has no commercial revenue model. All services to beneficiaries are free, and operating income is generated through donations (one-off and recurring from £3/month), legacy gifts in wills, fundraising events (running events, Raise a Cup, text-to-donate 'SAFER to 70460') and online merchandise sales. The go-to-market is direct-to-consumer advocacy via website (wearehourglass.org), social channels (Twitter, Facebook, LinkedIn), annual Safer Ageing Week campaigns, and World Elder Abuse Awareness Day (June 15), supplemented by policy advocacy outputs such as the Safer Ageing Election Index, Hourglass Manifesto 2024, OATH campaign, and policy briefs on Covid, ageism and economic abuse. There are no subscription fees, contracts or commercial pricing — the unit economics are those of a small specialist UK charity rather than a SaaS or services business.

Name

Hourglass

Legal name

Hourglass (Safer Ageing)

Website

https://wearehourglass.org

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Hourglass is a UK-wide charity operating across all four nations (England, Scotland, Wales, Northern Ireland), dedicated to ending abuse of older people. It delivers a 24/7 helpline, Knowledge Bank, Community Response Hubs, instant messaging, text service, and AI chatbot, funded by donations and legacies.

Ownership category

akta.pro rank

Product category

Charity Support Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

Keywords

• Elder abuse support
• Victim helpline services
• Charity support services
• Older people advocacy
• Community response services

Headquarters

HQ city

Sudbury

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations: Hourglass relies on public donations to fund its operations. One-time and recurring donations can be made via the website, with options for monthly giving at various price points (£3, £5, £10 per month).
2. Legacies (Gifts in Wills): Hourglass encourages supporters to leave gifts in their wills, offering information on residuary gifts, pecuniary gifts, and specific gifts. This provides ongoing funding from legacy bequests.
3. Fundraising Activities: The charity conducts various fundraising activities including community events, running events, and the 'Raise a Cup' campaign. Text-to-donate campaigns (e.g., SAFER to 70460 for £10) are also used.
4. Shop Sales: Hourglass operates an online shop selling merchandise to supporters.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

Hourglass is a UK-wide charity that provides free, confidential support and information services to older people experiencing abuse and their families. Its core offering is a 24/7 national freephone helpline (0808 808 8141) complemented by an online Knowledge Bank, instant messaging, text message service, virtual chatbot, and a Community Response Hub for in-depth casework. The charity also conducts policy advocacy, professional training, and awareness campaigns including Safer Ageing Week and World Elder Abuse Awareness Day.

Product overview

Hourglass is a UK-wide charity offering a multi-channel support ecosystem for older people experiencing abuse. The core offering consists of a 24/7 Helpline (0808 808 8141), Knowledge Bank (online resource portal), Community Response Hub (virtual support hub), Instant Messaging Service, Text Message Service (07860 052906), and a Virtual Chatbot for 24/7 automated support. These services work together as a unified support pathway: callers contact the Helpline, are triaged, and referred to appropriate local or specialist services including the Community Response Hub. The Knowledge Bank provides supplementary information and resources, while the chatbot and text services extend accessibility. Hourglass also operates a donations platform and shop for fundraising. The organization previously ran the Elder Abuse Recovery Service (EARS) from 2015-2020 before evolving into the Community Response programme.

Differentiator

Problem solved

Functional benefit

Products and services

• 24/7 Helpline Free 24/7 national freephone helpline (0808 808 8141) providing confidential support and information for older people experiencing abuse and their loved ones. Staffed by expert Information Officers Monday to Friday 9am-5pm and available for messaging around the clock.
• Knowledge Bank Online resource hub providing signposting information, points of contact, 'how to' guides, and research/archive papers drawn from Hourglass's near-30 years of operational data. Available at knowledgebank.wearehourglass.org.
• Community Response Hub Virtual hub providing in-depth casework support for older people experiencing abuse. Works with a range of partners in local or national settings and follows a triage model from the central helpline.
• Instant Messaging Service Real-time instant messaging service on the Hourglass website staffed by expert Information Officers to provide support to users who prefer text-based communication.
• Text Message Service Free confidential text messaging service (078 6005 2906) enabling contact during office hours for those who cannot call or access online services.
• Virtual Chatbot AI-powered chatbot providing 24/7 automated support on the website, extending services to concerned people who might not be able to access the helpline directly.
• Specialist IDVA Service for Over 65s UK's first group of Independent Domestic Violence Advocates specializing in working with older people aged 65+, providing tailored support in Sussex through partnership with the Police and Crime Commissioner. Referrals come via the Hourglass helpline or local partner organizations.

Quantifiable outcome

• 2.7 million older people affected by abuse identified through research
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Police and Crime Commissioner (Sussex)coreStrategic or Co-development Partner · 1 November 2021Hourglass partnered with the Sussex Police and Crime Commissioner to launch the UK's first group of Independent Domestic Violence Advocates (IDVAs) who specialize in working with people over 65. The IDVAs provide tailored support to older people in Sussex who have experienced abuse and neglect. Referrals come via the Hourglass helpline or local partner organizations.
• Churchill FoundationminorStrategic or Co-development PartnerPartnership announced in 2025 to promote safer ageing in the UK. The nature and scope of the partnership focuses on supporting Hourglass's mission to protect older people from abuse.
• Community Response TeamscoreStrategic or Co-development PartnerHourglass refers cases to localized Community Response Teams who are able to take on casework for older people and their families. This is part of the charity's expansion of frontline services to provide more in-depth support through a range of partners.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Age UK: Age UK is the UK's largest charity for older people, providing advice, information, and services across many domains. It now includes The Silver Line helpline, making it a broad incumbent that overlaps with Hourglass in serving older UK adults but with a much wider portfolio.
• Mind: Mind is a major UK mental health charity running a national helpline (Mind Infoline) and information services. Its beneficiary population overlaps with older people experiencing psychological abuse, and its scale of UK-wide operations and policy advocacy is comparable to Hourglass's structure.
• The Silver Line (now Age UK Helpline): The Silver Line was a UK helpline specifically for older people, merged into Age UK in 2024. It shared Hourglass's older-adult helpline model and 24/7 accessibility mission, representing the closest historical direct peer in service design.

Direct peers

• Independent Age: Independent Age is a UK charity providing advice, information, and advocacy for older people and their families. Its mission and beneficiary population closely mirror Hourglass's, particularly around empowerment and information services for vulnerable older adults.
• Women's Aid: Women's Aid is a UK federation supporting domestic abuse victims with helplines, refuges, and advocacy. Its service mix for abuse survivors closely parallels Hourglass's abuse-victim support model, particularly around advocacy, safety planning, and casework.
• Refuge: Refuge is the UK's largest domestic abuse charity, operating a national helpline and IDVA services. Its victim-support and IDVA models are directly analogous to Hourglass's specialist IDVA service for over-65s, making it a strong operational peer for casework and helpline design.
• Carers Trust: Carers Trust is a UK charity supporting unpaid carers, many of whom care for older relatives. It overlaps with Hourglass's "family members and concerned third parties" segment and shares the multi-channel support and advocacy approach.
• Samaritans: Samaritans is the UK's leading emotional support helpline charity, operating 24/7. While its beneficiary base is broader, its operational model—trained volunteers, 24/7 phone support, and information resources—closely parallels Hourglass's helpline architecture.

Regional players

• Alzheimer's Society: Alzheimer's Society is a major UK charity focused on dementia, a population heavily overlapping with Hourglass's beneficiaries. It runs information services and a national helpline, sharing the multi-channel model for serving older people and families affected by cognitive decline.

Emerging players

• National Centre for Domestic Violence: National Centre for Domestic Violence provides free legal support and injunctions for domestic abuse victims in the UK. It shares Hourglass's abuse-victim support model and partnership approach with statutory bodies like the police and courts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wearehourglass_
• Facebookfacebook.com/wearehourglass
• LinkedInlinkedin.com/company/we-are-hourglass

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Hourglass