Just Group, a UK-based financial services company, announced a £3 million investment in 55/Redefined, a talent platform for companies to engage over-50s.

The investment by Just Group takes the total funds raised by 55/Redefined to £6.3 million.

The funds will enable the global roll-out of 55/Redefined’s mid-life coaching and age insights platform, Me/Redefined. Using data and insights, Me/Redefined enables global companies to predict, influence, and leverage their over-50s workforce. The company’s current clients include Barclays, Diageo, Amazon, AXA and Canada Life.

55/Redefined group encompasses three businesses focuses on the 50+ demographic – Work/Redefined – the B2B enterprise solutions business, Life/Redefined – the D2C consumer platform and Jobs/Redefined – a job board marketplace for hirers and candidates.

According to Just Group, the investment into 55/Redefined also bolsters Just Group’s purpose to help people achieve a better later life. It has more than 650,000 customers and has been trusted to safely look after over £25 billion of their pension savings.

Further securing its commitment to the company, David Cooper, group marketing & distribution director at Just Group and CEO of HUB Group will join the 55/Redefined board, alongside Adam Hawkins, LinkedIn EMEA & LATAM’s Head of Sales, Search & Staffing and Talent Solutions to help with the global expansion of the company.

Me/Redefined will be another addition to the products offered by 55/Redefined which was launched to market in 2021 by Lyndsey Simpson, Founder and CEO to champion the over 50s.

Simpson said in a press release, “Just Group recognises the need to react fast to the global megatrend of a shrinking workforce and ageing population. Me/Redefined was developed in partnership with some of the world’s largest corporates to solve for their age-related workforce need around skills, data and legally compliant but supportive off-boarding. Just Group’s investment in our company enables us to combine our insight of over 50s consumers to better serve them and the companies looking to engage with them.”

Cooper, said, “At Just Group, we help people achieve a better later life. This is our purpose and why we exist. Our outcomes, and those of 55/Redefined group are aligned which made our decision to invest compelling. I’m excited to be joining the Board to help Lyndsey and the team with their future growth. I’m also looking forward to exploring the opportunities for collaboration so that we can make a positive impact on the millions of talented people who will benefit from these innovative services.”

Hawkins said, “Conversations around age inclusion are gaining momentum – and it has been great to see a growing recognition of the value that experience, and wisdom, bring to the workplace.”