Age Co: Our 2024 highlights

It’s been a busy year for Age Co. Here’s a wrap up of some of our biggest achievements

As the end of the year beckons, it’s a chance to reflect on some of Age Co’s successes and key events over the past 12 months.

“We’ve had several highlights from 2024, but the headline will always be the contribution we make to Age UK’s funds,” says Age Co CEO, Anthony Jones. “Since 2019, we’ve donated more than £12 million to the charity as a direct result of our products and services. That’s amazingly motivating for the whole team.”

A new adventure

Age Co is always innovating. This year, for example, saw the launch of Age Co Travel Insurance.  

“Travel insurance felt like a natural evolution of what Age Co is all about,” says Anthony. “We know a lot of our customers are embracing their freedom to travel. Ensuring they have appropriate cover is an obvious way to serve their needs.”

Provided by AllClear, Age Co Travel Insurance prides itself on the breadth of its offering: more than 1,300 medical conditions are covered and there’s no upper age limit.

“We’re finding customers like the thought of choosing Age Co Travel Insurance for several reasons,” Anthony reports. “They want cover that’s right for their needs. Plus, they get satisfaction from knowing their holiday helps support Age UK.”

Feel-good factor

This speaks of a distinctive feature of choosing Age Co: it makes you feel good.

That was the theme of the company’s successful advertising campaign, which launched with a TV ad in August 2024. It set out to capture the joy of later life.

“We’ve had so much good feedback about the ad,” says Carolyn Hector, Director of Marketing. “It really distilled what Age Co is all about: celebrating later life and making a difference.”

And just to add a little extra feel-good feeling, Dunelm, Age UK’s newest corporate partner, kindly donated much of the furniture and furnishings featured in the advert. All the items were then given to a local Age UK, helping to create welcoming spaces for service users and replacing broken furniture in the homes of vulnerable older people.

 “It really goes to show what a difference can be made through a corporate charity partnership like the one between Dunelm and Age UK,” says Paul Sullivan, Head of Community & Charity at Dunelm.

Keep in touch

That same positive spirit is encapsulated in Age Co’s regular newsletters.

Launched in early 2024, each issue features inspiring interviews with people over 50 who share their accomplishments, concerns and advice. It’s proved a great way of keeping in touch with our community.

Likewise, the Age Co prize draw. This offers customers and potential customers the chance to win a £500 cash prize. Sign up to the Age Co newsletter here and be the first to learn about our giveaways in 2025.

Good times ahead

There are plenty of plans for continued development in 2025. And the best news is that it all supports Age UK’s vital work with older people in need.