55/Redefined’s mission is to “redefine work for the 100-year life”. Launched in 2021, their solutions are supported by data, technology and consultancy as they work with businesses to reframe longevity into a ‘business advantage, not a cost’. Backed by investors, including Just Group plc, they work with over 300 companies around the world, including Amazon, A&O Shearman, AXA, Barclays, Canada Life, dentsu, Diageo and Tesco. 55/Redefined acquired WMPeople in 2024 and the Age Friendly Institute in January 2026. Today they operate across 31 US states and in over 10 countries.