Show experienced talent they belong with you. Certified against 20 years of setting standards.
A certification showing the world you care and providing you with tools to action your roadmap
Certified Age Friendly Employers include
View customer stories
Experienced talent can't tell you apart from everyone else.
Candidates assume the worst
Experienced candidates have learned to assume age bias until they are proved otherwise. When you say nothing, they read it as indifference.
65%
of US workers 50 and over say age bias is a fact of life at work
Source: Age Friendly Institute
Support goes missing when it matters
Returners and career changers rarely find a clear way back in, so a deep pool of experience sits on the sidelines.
14%
of 50 to 64 year olds said employer support was enough for them to return to work
Demographics won't wait
Half the Western workforce will be over 50 by 2030. Employers who can't visibly welcome experience will be fighting over a shrinking pool.
50%
of Western workforces over 50 by 2030
Discrimination is commonplace
Most older workers have seen it or felt it at work, and they bring that experience into every application they write and every employee survey they answer.
3 in 5
older workers have seen or experienced age discrimination at work
The certification, the learning, and the action behind it.
It was created by the Age Friendly Institute in 2006, now part of the 55/Redefined group.
You earn it against evidence-based standards. You can't just buy it.
The certification
An evidence-based assessment across 12 categories, built on HR, compensation and benefits standards for Age Friendly Employers. You also get a certified logo and employer assets.
The learning
Age Conscious Inclusion and Intergenerational Teams e-learning for everyone. You also get access to quarterly webinars, our Age Insights Library and our members-only employer community.
The action
An annual Age IQ Score to benchmark progress as well as practical toolkits. For Certified Age Friendly Plus, you also get a bespoke Age Strategy Framework and a board insight session.
Certification that pays its way.
It engages the people you want to hire and the people you want to keep.
Attract
89% more likely to choose or recommend you
When a workplace is designated age friendly, candidates notice.
Retain
87% more likely to stay
People stay longer where their experience is visibly valued, so you retain top talent.
Stand out
Press release, badge and assets
Recognition support and digital assets put your commitment in front of customers, candidates and partners.
Benchmark
12 evidence-based categories
See how you compare with your peers, and re-rate each year with your Age IQ Score.
Proud to show it.
“I'm proud that we've been recognized as a Certified Age Friendly Employer, and the steps we continue to take in making AXA UK&I a place where people can thrive at any life stage.”
“This partnership plays a crucial role in helping us build a workforce that reflects the world we serve.”
“We don't have a problem finding people. We have a problem keeping people. Starbucks seeks older adult employees because their tenure, on average, is three times longer.”
“Our accreditation with 55/Redefined demonstrates our continued commitment to building an inclusive work culture, based on respect and fairness for all.”
“A recent candidate specifically mentioned being impressed that we're a Certified Age Friendly Employer.”
“Our responsibility in this industry is to mirror the market. The nuances of a multigenerational workforce and being intentional about the experiences of individuals further along in their careers, are critical considerations.”
“Massachusetts is the first government in the nation to be designated as Certified Age-Friendly Employer… I am not surprised it has led to a new, national model.”
From application to certification in weeks.
Five stages over 60-90 days.
Stage 1: Data discovery
We start by getting to know your organization, your priorities, and what success looks like for you.
Introductory call
Discovery
Completion
Step 2: Certification (Week 2)
A pre-certification questionnaire and a review against the standard. Your workforce analytics score and report is delivered.
Questionnaire
Review and assessment
Score and report
Step 3: Onboarding (Week 3)
Once you're certified, the focus turns to support, learning and visibility. You get access to best practice resources, webinars and events, and your Age IQ session.
Resources
Webinars and Events
Age IQ Session
Step 4: Insight into action (Ongoing)
This is where certification becomes change. Your Age IQ Score and insight reviews shape your priorities. With Certified Age Friendly Certification Plus, you get access to an Age Strategy Framework and board-level reporting.
Annual Age IQ Score
Strategy framework
Board insight
Rather talk it through first? Speak to a consultant.
From $1,995, priced by organization size and time commitment.
Standard
$1,995
Standard includes
- Certification report
- Badge and employer assets
- E-learning for everyone
- Quarterly webinars
- Age Insights Library
- Press release and recognition support
- Annual Age IQ Score
Plus
Contact for Price
Everything in standard and:
- 3 Age IQ Scores a year
- A bespoke Age Strategy Framework
- Toolkits
- Dedicated customer success
- Global rollout support
- Partner discounts across the suite
- Large and global organizations also get a board insight session
Global
Contact for Price
Everything in plus and:
- Multi-market certification under a global HQ framework
- Local certifications and market-specific scores available.
Confidential by design.
We've collected workforce analytics from member employers since 2006. It's held confidentially and only ever reported back to you in an aggregate and anonymized format.
Meet the institute behind the badge.
The certification comes from the Age Friendly Institute, part of the 55/Redefined group. For 20 years it's been a leading voice of older adults, turning their lived experience into practical guidance for employers, communities, and health providers.
The heritage
Founded in 2006 and celebrating 20 years, with hundreds of organizations certified across 20+ countries.
The webinars
Certified employers get virtual events and webinars through the year, with sessions covering topics like burnout across the age spectrum and benefits for a five-generation workplace.
The network
A growing network of affiliate partners carries the program into new regions and communities, from Brazil to Italy to the US.
The journey before and after the badge.
Analyze
Age IQ+
A deep dive data diagnostic forming the foundation of your age strategy.
Coaching
Me/Redefined
A coaching platform redefining work and play for the 100-year life.
Learning
Age Pioneers
An invite-only event for CPOs, providing structured networking, fresh content and peer-to-peer learning.
Show the world you value experience.
Need More Answers?
Frequently Asked Questions
Who can become a Certified Age Friendly Employer?
Any organization, of any size, in any sector. Hundreds of employers have earned it since 2006, from global brands to public sector bodies.
How long does certification take?
Usually three weeks from application: week one for discovery, week two for your questionnaire, review and report, and week three for onboarding. After that, the focus shifts to turning insight into action.
What's assessed?
Twelve evidence-based categories built on HR, compensation and benefits standards for age friendly employers. Your report benchmarks you against your peers and confirms whether you've met the standard.
What's the difference between Standard and Plus?
Standard covers certification, learning and visibility: the report, badge and assets, e-learning, webinars, the Age Insights Library, press support, and an annual Age IQ Score. Plus adds the strategy and hands-on support: three Age IQ Scores a year, a bespoke Age Strategy Framework, toolkits, dedicated customer success, global rollout support, and partner discounts. Large and global organizations also get a board insight session.
How long does certification last?
Terms run for two, three or four years, and longer terms come with a discount. Your annual Age IQ Score keeps your progress benchmarked the whole way through.
What happens if we don't meet the standard?
Your report shows you exactly where the gaps are, and our consultants work with you on a roadmap to close them before you certify. The standard stays meaningful because you have to earn it.
What data do you need from us?
A pre-certification questionnaire about your policies and practices. Analytics are held confidentially and only ever reported in aggregate.
Can the e-learning run on our own LMS?
Yes. Both courses are hosted in a gated area on 55/Redefined, or we can provide a SCORM file so you can run them on your own LMS.
Can we certify across multiple countries?
Yes. Global HQ certification covers your global policy framework, with local market certifications and up to three regional or market-specific scores available.