Who We Are

55/Redefined is the UK’s champion for the over-50s. We’re a disruptor. We’re here to challenge the status quo. We advocate for age diversity, positivity and inclusion across all areas of life.

Our Story

The world of 55/Redefined was created when our founder Lyndsey Simpson reflected on patterns of ageism she had witnessed across the contrasting sectors of finance, HR and consumer brand. The idea was further developed by reading academic research by Professor Andrew Scott in ‘The 100 Year life.’ It was clear to Lyndsey that there is so much wrong with our current view of ‘old’, and we urgently need to adapt to what growing older means in this new generation. The fundamental changes in life expectancy, health and wellness mean that we all need to re-frame current expectations and attitudes.

As a result, Lyndsey wanted to create an organisation that would help individuals and organisations think differently and see the opportunity and untapped potential of ‘older’ in all aspects of life. It was quickly realised that to allow people to thrive at any age whether 50, 60, 70 and beyond would involve changing society by removing barriers of ageism in its various forms.

Launched September 2021

So, in September 2021 55/Redefined was launched to celebrate the aims, understand the needs and help address the challenge of ageism which currently causes disadvantage and distress. Our powerful anti-ageism message has proved popular and is already driving positive change in UK today.

We Aim to be the Most-Trusted Authority and the Go-To Source for Over-50s

Why 55 Redefined not 50?

It is a question that is often asked and simply reflects the current reality that 55 is often a 'pivot point' for many people in their life. It is an age when many people leave jobs or want to change career, family dynamics shift as children move away, house moves or even second homes are in play and it is the year financial discussions around pension options are highly pertinent.

So although the name 55 reflects a key point of change, we are here to support members from 50 onwards helping people navigate towards 55 and well beyond. We believe it is time to embrace life and really do what you want, and a little extra help can be useful when there is a lot going on.

Our Values

Drawing of a flag on a pole

Champions of anti-ageism, diversity and
inclusion across all areas

Drawing of a party popper

Exceptional quality of customer service and experience

Drawing of a certificate

High standards of trust, transparency, and customer value for money

Drawing of two hands holding a heart

Hold trust, transparency, and value to the
customer at the centre

The 55/Redefined Board

Founder & CEO - Lyndsey Simpson

Lyndsey is listed in the ‘UK’s 50 Most Inspirational Female Entrepreneurs’, ‘Top 35 Business Women’ in both Management Today magazine and The Sunday Times and received a Young Gun and Global Women in Staffing Power 50 award. She exited her position in The Curve Group, a Recruitment Process & HR Outsourcing Company, in March 2020 after 13 years and taking the business to £24m turnover. She also co-owns Copper House Bars Ltd. After graduating from Kings College London, her early career was in Barclays where she spent 8 years undertaking Global strategic and M&A leadership positions

Chairman - Rune Gustafson

Rune has held a number of senior executive roles including as CEO of Interbrand in London. Rune is an experienced FCA approved portfolio Chair and Non-executive Director who is focused on supporting high performance teams in driving growth within an effective governance structure. He is Chair of Everything-Connected, an acquisitive digital agency; Non-executive Director at Livemore Capital, a fintech business offering interest only mortgages for the over 55s; Deputy Chairman at The National Gallery Company. Rune is also a Senior Strategic Advisor at Prophet, a global growth and transformation consultancy.