Centre for Ageing Better
Centre for Ageing Better is a UK charitable foundation, established in 2015, that uses research, policy advocacy, and partnerships with national and local government, employers, and community organisations to improve later life and tackle inequalities in ageing.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Centre for Ageing Better does
Centre for Ageing Better is a UK charitable foundation and company limited by guarantee, established in 2015 following a House of Lords report on the UK's ageing population. The organisation is an independent centre of excellence on ageing and demographic change, operating as part of the government's What Works Network and funded primarily by The National Lottery Community Fund. It employs 51-100 staff across its London headquarters, with a portfolio of programmes focused on three action areas: age-friendly work and employment, age-friendly homes and communities, and tackling ageism and inequality.
Its core offerings include the State of Ageing report (annual flagship research using Census 2021 and other data sources), the Age-friendly Employer Pledge (a free commitment programme for UK employers), the Age Without Limits anti-ageism campaign, the UK Network of Age-friendly Communities (100+ local authority areas), Good Home Hubs, and a catalogue of practical toolkits (e.g., the Age-friendly Built Environment Quick Guides, the Restructure and Redundancy Toolkit, and the Age-positive Image Library). Distribution is through direct engagement with national and local government, employer networks, community organisations, public resources, and a multi-channel marketing mix spanning email, LinkedIn, Instagram, YouTube, Bluesky, blog, events, and earned media. The organisation does not sell a product; its economic model is grant- and donation-funded, with the National Lottery endowment winding down completely from 2026 and a transition plan to commissioned work, matched partnership funding, grants, and donations.
Revenue is not publicly disclosed, the organisation has no patents, no subsidiaries beyond its two accounting entities (Ageing Better Limited and Ageing Better Trust), and no M&A or external funding rounds. Recent strategic activity includes publication of a new 2026-2031 strategy, a partnership with Wellcome Collection, deepening of the Greater Manchester Combined Authority employment programme, and receipt of a 2026 Gerontology Award.
Centre for Ageing Better firmographics
Firmographics- Name
- Centre for Ageing Better
- Legal name
- Centre for Ageing Better
- Website
- https://ageing-better.org.uk
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Centre for Ageing Better is a UK charitable foundation, established in 2015, that uses research, policy advocacy, and partnerships with national and local government, employers, and community organisations to improve later life and tackle inequalities in ageing.
- Ownership category
- akta.pro rank
Centre for Ageing Better industry classification
Industry- Product category
- Ageing Policy and Research Services
- NAICS
- Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412)
- akta.pro primary industry
- Elder Services & Aging Support (BPAGAEAF)
- akta.pro secondary industries
- Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers) (EDAAAMAL), Senior/Third-Age Lifelong Learning Institutes (EDAAAEAJ), Home Safety, Accessibility & Aging-in-Place Modification Coordination (HLADALAJ)
Keywords
Where Centre for Ageing Better is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Centre for Ageing Better business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Charitable Foundation Funding: The Centre for Ageing Better is a charitable foundation primarily funded by The National Lottery Community Fund. Their National Lottery endowment will wind down completely from 2026.
- Commissioned Work, Partnerships, Grants and Donations: As the National Lottery endowment winds down, the organisation is working to replace it with new funding from commissioned work, matched partnership funding, grants and donations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Annual | Free programme - Age-friendly Employer Pledge |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
Centre for Ageing Better product offering
Product offeringCore offering
Centre for Ageing Better is a UK charitable foundation and independent centre of excellence that produces evidence-based research, runs programmes and campaigns to improve how people experience ageing. Its core offerings include the State of Ageing report, the Age-friendly Employer Pledge, the Age Without Limits anti-ageism campaign, the UK Network of Age-friendly Communities, and Good Home Hubs.
Product overview
Centre for Ageing Better operates as an independent centre of excellence on ageing and demographic change, offering a portfolio of research reports, programmes, campaigns, and practical resources rather than a traditional software product. Its core offerings include the State of Ageing Report (authoritative research on ageing in England), the Age-friendly Employer Pledge (employer commitment programme), the Age Without Limits anti-ageism campaign, the UK Network of Age-friendly Communities (100+ areas working on age-friendly approaches), Good Home Hubs (local housing support), and various resource toolkits covering topics such as volunteering, built environment design, and workforce restructuring. These offerings work together to create better workplaces, homes and communities while tackling ageism and addressing inequality in later life.
Differentiator
Problem solved
Functional benefit
Brands
- Age Without Limits: Anti-ageism campaign aimed at challenging age discrimination and negative stereotypes about older people
- Age-friendly Employer Pledge
- Good Home Hubs
- UK Network of Age-friendly Communities
- State of Ageing
Products and services
- State of Ageing Report The most detailed and up-to-date report about ageing in England, providing authoritative statistics and infographics on the state of the ageing population for policymakers, employers, researchers and the public.
- Age-friendly Employer Pledge A free commitment programme for UK employers to celebrate the value of older workers and improve age-inclusive employment practices.
- Age Without Limits Campaign An anti-ageism campaign that challenges ageist language and attitudes through nationwide advertising across digital, outdoor and audio platforms.
- UK Network of Age-friendly Communities A network of over 100 local authority areas working to help their residents age well through age-friendly approaches.
- Good Home Hubs Local initiatives helping residents repair, adapt and maintain their homes to enable independent living.
- Age-friendly and Inclusive Volunteering Programme A grant programme in partnership with DCMS that funded five projects to trial different ways of engaging and supporting older volunteers.
Quantifiable outcome
- 100+ areas signed up to be Age-friendly Communities
- +2 more outcomes
Companies that use Centre for Ageing Better
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Centre for Ageing Better technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Centre for Ageing Better partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- Department for Digital, Culture, Media and Sport (DCMS)corePartnership with DCMS to fund five projects to test different ways of engaging and supporting older volunteers. Joint review on volunteering and community contributions published with DCMS.
- Greater Manchester Combined AuthoritycoreStrategic partnership with Greater Manchester Combined Authority for employment programmes helping people aged 50+ back into work. Bianca Rossetti manages this strategic partnership.
- Wellcome CollectionmajorCollaboration on 'The Coming of Age' exhibition opening March 2026. Ageing Better's Research, Impact and Voice team worked with Wellcome Collection exhibition team, discussing State of Ageing findings, sharing infographics, and providing fact checking.
- Kent Coast VolunteeringminorGrant programme partner running 'From Supported to Supporter' initiative organising new social activities across coastal communities in Kent.
- Sustain / Growing ConnectionsminorGrant programme partner helping community gardens across London become more age-friendly and inclusive for volunteers and visitors of all ages.
- Late SpringminorGrant programme partner supporting bereaved people to reconnect with their community and help others in Oxfordshire.
- Good Friends for AllminorGrant programme partner pairing volunteers with individuals needing support and connecting them to community activities in Craven, North Yorkshire.
- Hastings Age-friendly VolunteeringminorGrant programme partner establishing a social club to help individuals re-engage with community activities and supporting Volunteer Champions in Hastings.
- What Works NetworkcoreCentre for Ageing Better is part of the government's What Works Network, providing evidence and expertise on ageing and demographic change.
Scale indicators3 records
Recent moves7 records
Expansion highlights8 records
Centre for Ageing Better competitors and assessment
Company assessmentBroad incumbents
- AARP: AARP is the largest US membership organisation for people aged 50+, with advocacy, research, employer programmes and community networks. It is a global benchmark for the kind of multi-stakeholder, research-driven ageing organisation Centre for Ageing Better is building, though at vastly greater scale and with a paid membership model.
- HelpAge International: HelpAge International is a global network of older people's organisations operating across more than 80 countries. It is a broader, international incumbent in the ageing-advocacy space; while it shares the policy and rights-based remit of Centre for Ageing Better, its scale, geographic reach and focus on humanitarian contexts for older people set it apart.
- Age UK: Age UK is the UK's largest charity for older people, providing services, information and advocacy across the full spectrum of later life. Compared with Centre for Ageing Better, it is far larger and more service-delivery oriented, but both organisations target UK older adults, influence national ageing policy, and operate employer and community-facing programmes that overlap with Ageing Better's Employer Pledge and Age-friendly Communities network.
Others
- Locality: Locality is the UK membership body for community-led organisations and local charities. It is comparable as an ecosystem enabler — supporting the community organisations (and indirectly local authorities) that participate in Centre for Ageing Better's Age-friendly Communities network.
- What Works Network centres (e.g. Nesta, bit, Early Intervention Foundation): Other centres in the UK government's What Works Network share Centre for Ageing Better's evidence-based, policy-influencing operating model. They are not direct competitors but represent the cohort of organisations that compete for similar evidence-commissioning funding from government departments.
Direct peers
- Independent Age: Independent Age is a UK national charity focused on improving the lives of older people through policy, advocacy, information and grant-giving. It is a close comparable in scale (~50-100 staff) and remit — combining evidence-based research with campaigns and direct services — making it one of the most direct peers to Centre for Ageing Better in the UK older-adult charity space.
- Centre for Policy on Ageing: Centre for Policy on Ageing is a UK charity that produces research and policy analysis on ageing and older age. Its research-and-advocacy model, focus on policy influence rather than service delivery, and UK-only footprint make it a tightly comparable peer, though historically narrower in scope than Centre for Ageing Better.
- International Longevity Centre UK (ILC UK): ILC UK is a UK think tank focused on the impact of demographic change on society, economy and public policy. It competes for similar research funding, produces similar evidence reports, and influences similar policy audiences as Centre for Ageing Better, making it a direct peer in the UK ageing-policy space.
Emerging players
- Joseph Rowntree Foundation: Joseph Rowntree Foundation is a UK foundation funding research and policy on poverty, housing and ageing. It overlaps with Centre for Ageing Better on age-friendly homes, financial security in later life and inequality in ageing, and competes for similar government and philanthropic commissioning.
- The King's Fund: The King's Fund is an independent English health think tank that influences health and social care policy, including care for older adults. While its primary focus is the wider NHS, its work on integrated care, ageing populations and social care reform directly overlaps with Centre for Ageing Better's policy interests.
Market position
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights1 record
Customer concentration
Centre for Ageing Better social profiles
Digital presenceCentre for Ageing Better financial estimates
Financial estimateRevenue estimate
Valuation estimate
Centre for Ageing Better leadership team
Management profileNumber of profiles
Profiles14 records
Centre for Ageing Better subsidiaries and ownership
Company hierarchySubsidiaries2 records
Centre for Ageing Better funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Centre for Ageing Better 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 Centre for Ageing Better
What does Centre for Ageing Better do?
Centre for Ageing Better is a UK charitable foundation and independent centre of excellence that produces evidence-based research, runs programmes and campaigns to improve how people experience ageing. Its core offerings include the State of Ageing report, the Age-friendly Employer Pledge, the Age Without Limits anti-ageism campaign, the UK Network of Age-friendly Communities, and Good Home Hubs.
Is Centre for Ageing Better a public or private company?
Centre for Ageing Better is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Centre for Ageing Better founded?
Centre for Ageing Better was founded in 2015. It employs 51 to 100 people.
Where is Centre for Ageing Better based?
Centre for Ageing Better is headquartered in London, United Kingdom, in the Europe region.
How does Centre for Ageing Better make money?
Two revenue lines are on record. Charitable Foundation Funding is the primary driver. The others are commissioned Work, Partnerships, Grants and Donations.
Who are Centre for Ageing Better's main competitors?
Broad incumbents on record are AARP, HelpAge International and Age UK. Others are Locality and What Works Network centres (e.g. Nesta, bit, Early Intervention Foundation). Direct peers are Independent Age, Centre for Policy on Ageing and International Longevity Centre UK (ILC UK). Emerging players are Joseph Rowntree Foundation and The King's Fund.
Does Centre for Ageing Better have an API?
No public API is recorded for Centre for Ageing Better.
What industry is Centre for Ageing Better in?
Centre for Ageing Better's product category is Ageing Policy and Research Services. Its primary akta.pro industry code is BPAGAEAF, Elder Services & Aging Support, with a secondary code of EDAAAMAL, Caregiving, Aging-in-Place & Home Safety Education (For seniors & family caregivers). Its NAICS code is 624120.