Hunter Ageing Alliance

What Hunter Ageing Alliance does

Hunter Ageing Alliance (HAA) is a citizen-formed, incorporated not-for-profit community advocacy organization based in the Hunter region of New South Wales, Australia, founded in April 2021 by geriatrician Dr. John Ward, Maroba Aged Care CEO Viv Allanson, lawyer Catherine Henry, and former Australian Longitudinal Study on Women's Health Co-Director Professor Julie Byles. Its mission is to advocate with government, businesses, and NGOs to make the Hunter region an age-friendly community aligned with the WHO Age-Friendly Cities and Communities framework, addressing six strategic areas: environment, health services, housing, social isolation, aged care services, and elder abuse.

HAA delivers its impact through a portfolio of community programs rather than a technology platform. ActiveStrongerBetter provides 30 exercise programs across Newcastle and the Hunter region, managed by Novacare under a consortium that includes HMRI, Hunter New England Local Health District, AUSactive, and the University of Newcastle, with funding from the NSW Ministry of Health. Connections for Ageing Well runs free group workshops and active fresh-air sessions in collaboration with the City of Newcastle and HMRI, funded by the NSW Department of Communities and Justice. The Housing for Older Persons Project (HOPP) brings together public and private sector representatives to address housing affordability and accessibility, and the Seniors' Information Café, opened in March 2024 at Belmont inside the Home Instead office, serves as a walk-in community hub. The Expert in Residence video series extends reach via multimedia content.

The organization's revenue model is mixed and dominated by government grants. Direct revenue streams comprise $50 per year individual Alliance memberships, donations including artwork sales starting at $30, and program-specific grants from the NSW Ministry of Health and NSW Department of Communities and Justice. The primary beneficiaries are older people aged 65+ in the Hunter region, with secondary beneficiaries including families and caregivers, aged-care providers, and government policymakers. HAA does not operate a proprietary technology platform; its distribution relies on community events, partner-operated program delivery, email newsletter, Facebook, LinkedIn, and earned media appearances.

Name

Hunter Ageing Alliance

Legal name

Hunter Ageing Alliance Incorporated

Website

https://hunterageingalliance.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Hunter Ageing Alliance is a citizen-formed not-for-profit advocacy organization in the Hunter region of NSW, Australia, founded in 2021 to make the region age-friendly. It serves older people, families, and policymakers through community exercise, connection, and housing programs funded primarily by NSW government grants.

Ownership category

akta.pro rank

Product category

Community Advocacy Services for Older Persons

NAICS

Social Advocacy Organizations (8133), Professional Organizations (81392)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Senior Social Clubs & Community-Based Day Programs (Non-Clinical) (HSABANAK)

akta.pro secondary industry

Home Safety, Accessibility & Aging-in-Place Modification Coordination (HLADALAJ)

Keywords

• Age-friendly community advocacy
• Senior community programs
• Older persons wellbeing
• Elder care advocacy
• Healthy ageing programs

Headquarters

HQ city

Newcastle

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Alliance Membership: Individual memberships sold for $50 annually, providing supporters with involvement in the alliance's advocacy efforts for age-friendly communities.
2. Donations and Support: Art sales from donated artwork starting at $30, with proceeds supporting HAA operations and programs.
3. Grant Funding: The organization receives grant funding from government sources such as NSW Ministry of Health for programs like ActiveStrongerBetter, and NSW Department of Communities and Justice for initiatives like Connections for Ageing Well.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Hunter Ageing Alliance is a citizen-formed non-profit advocacy organization that delivers community programs and information services for older people in the Hunter region of NSW, Australia. Its primary offerings include the ActiveStrongerBetter exercise program, Connections for Ageing Well workshops, the Seniors' Information Café, the Housing for Older Persons Project (HOPP), and policy advocacy for age-friendly communities aligned with the WHO framework.

Product overview

Hunter Ageing Alliance is a citizen-formed advocacy organization (not a technology product company) that operates various community programs to make the Hunter region age-friendly. Its core programs include ActiveStrongerBetter (exercise programs for older people managed through Novacare), Connections for Ageing Well (community connection workshops), Housing for Older Persons Project (HOPP), and the Seniors' Information Café. The organization also produces the Expert in Residence video series and various educational resources on end-of-life law, dementia care, and aged care reforms. These programs work together to address the strategic priorities of Environment, Health Services, Housing, Social Isolation, Aged Care Services, and Elder Abuse.

Differentiator

Problem solved

Functional benefit

Products and services

• ActiveStrongerBetter A community exercise program for older people designed to improve mobility, promote independence, and reduce premature need for care. Includes aerobic, resistance and balance exercise programs in community settings, plus gentle exercise programs for frailer older people suitable for day centres, residential aged care facilities and hospitals. Managed through partner Novacare, with professional accreditation via AUSactive and clinical oversight from HMRI, Hunter New England Local Health District, and the University of Newcastle.
• Connections for Ageing Well A free program for older people offering fun and informative community connection activities, including group workshops and Active Fresh Air sessions covering topics such as technology use, mindfulness, volunteering, and navigating aged care services. Workshops were held at venues including Fort Scratchley, the Digital Library, HMRI, and Wallsend Library.
• Seniors' Information Café A welcoming physical information hub located at Thomas St Belmont (opposite the Coles carpark, inside the Home Instead office) offering a friendly chat, connection opportunities, and valuable resources for older people in the community. Operates as a walk-in service for community members seeking information and support.
• Housing for Older Persons Project (HOPP) A project focused on addressing housing needs for older people, bringing together private and public sector representatives to develop solutions for housing affordability and accessibility. Led by Dr John Ward as a key advocacy initiative of HAA.
• Expert in Residence A video series bringing together passionate professionals, advocates, and community leaders to share practical insights and fresh ideas for supporting healthy ageing in the region. Each video highlights a different perspective or program making a difference in the lives of older people, covering innovative housing solutions, age-friendly services, and social connection.
• Alliance Membership An individual membership program available at AUD $50 per year, providing supporters with involvement in the alliance's advocacy efforts for age-friendly communities in the Hunter region. Members receive updates, access to resources, and participate in HAA's community of supporters.

Quantifiable outcome

• 30 exercise programs delivered across Newcastle and Hunter region
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered minor and core.

• COTA QueenslandminorGTM or Marketing Partner · 23 October 2024Co-hosted 'Ageing well in the 21st century' webinar on social isolation and fostering connection, expanding reach beyond Hunter region.
• Dementia AustraliaminorGTM or Marketing Partner · 23 October 2024Promoted Dementia Australia's Communities of Practice program to transform dementia care within organizations.
• Home InsteadminorImplementation/ SI/ Consulting Partner · 4 March 2024Home Instead provides space at their Belmont office location for the Seniors' Information Café.
• City of NewcastlecoreStrategic or Co-development Partner · 17 July 2023City of Newcastle collaborated on the Connections for Ageing Well program, providing venue access and planning expertise for making Newcastle an age-friendly city.
• Hunter Medical Research Institute (HMRI)coreStrategic or Co-development Partner · 17 July 2023HMRI is a key research partner hosting workshops and fresh air sessions for Connections for Ageing Well program and providing scientific oversight for ActiveStrongerBetter.
• NSW Department of Communities and JusticecoreStrategic or Co-development Partner · 17 July 2023Government department that supported the Connections for Ageing Well program through grant funding.
• NovacarecoreStrategic or Co-development Partner · 4 May 2023Novacare manages the ActiveStrongerBetter exercise program for older people across Newcastle and Hunter region. The program includes 30 exercise programs incorporating aerobic, resistance and balance exercises designed to improve mobility and promote independence.
• AUSactivecoreStrategic or Co-development Partner · 4 May 2023AUSactive (fitness industry body) provides professional accreditation for ActiveStrongerBetter fitness leaders and is part of the consortium supervising the program.
• Hunter New England Local Health District (HNELHD)coreStrategic or Co-development Partner · 4 May 2023HNELHD is part of the consortium supervising ActiveStrongerBetter program, providing healthcare professional oversight.
• University of NewcastlecoreStrategic or Co-development Partner · 4 May 2023University of Newcastle provides academic oversight through HMRI consortium and contributes expertise in geriatric medicine and ageing research.
• NSW Ministry of HealthcoreStrategic or Co-development Partner · 4 May 2023Provided grant funding for the ActiveStrongerBetter program to promote health, independence and well-being of older people.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Broad incumbents

• The Benevolent Society: Australia's oldest charity providing community services including aged care, mental health, and disability support. Comparable to HAA in its community-based mission to support older Australians, but operates nationally with a paid service model.
• Dementia Australia: National peak body for dementia advocacy, awareness, and service delivery. Dementia Australia is an existing HAA partner (Communities of Practice program) and operates the same advocacy-and-program model at national scale.
• National Seniors Australia: National membership organization advocating on policy, social, and economic issues affecting Australians over 50. Comparable to HAA in advocacy mission and member-funded model, but with national reach and a much larger member base.
• COTA Australia: National peak body advocating for the rights and wellbeing of older Australians. COTA Australia is a direct peer in ageing advocacy and has partnered with HAA via COTA Queensland, but operates nationally rather than regionally.
• Leading Age Services Australia (LASA): National peak body representing aged care providers across Australia. Comparable to HAA in aged care advocacy and stakeholder engagement, but represents provider-side interests rather than consumer-side.
• Council of Elders (Australian Government): Federal advisory body established to give older Australians a voice in aged care policy reform. Comparable to HAA's advocacy function but federally chartered rather than community-formed.

Others

• Maroba Aged Care: Lake Macquarie-based aged care facility whose CEO (Viv Allanson) is an HAA founder. Closely tied organization providing residential aged care services that intersect with HAA's aged-care advocacy priorities.

Direct peers

• Australian Association of Gerontology (AAG): National association for researchers, practitioners, and policymakers in ageing. AAG co-hosted a webinar with HAA on combating social isolation, indicating peer overlap in advocacy and educational programming for older Australians.
• Older Persons Advocacy Network (OPAN): Federally funded national network delivering advocacy, education, and information services to older Australians. Closest functional peer to HAA — both deliver advocacy and education programming aimed at older people and have funded-by-government operating models.

Regional players

• COTA Queensland: Queensland state arm of COTA Australia. Direct comparable as a state-level ageing advocacy body; co-hosted the 'Ageing well in the 21st century' webinar with HAA and serves a parallel regional mandate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Hunter-Ageing-Alliance-100068058678838
• LinkedInlinkedin.com/company/hunter-ageing-alliance

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Hunter Ageing Alliance