A fair, inclusive discount and benefits card for people aged 50+ in the UK.Removing age-based limits. Supporting independence. Valuing experience.
What It Is.Advantage 50 CIC is a UK-registered Community Interest Company creating a new national discount and benefits card for people aged 50 and over — open to everyone, regardless of profession, background, or service history.We exist to challenge age-based exclusion, support independent living, and recognise the ongoing value, experience, and contribution of people in later life.
Why It ExistsMillions of people over 50 face rising living costs while being excluded from occupation-based discount schemes and age-blind commercial systems.At the same time, older people are too often framed as dependant rather than capable — despite their skills, resilience, spending power, and continued contribution to communities and the economy.Advantage 50 is a practical response to ageism.Not a campaign. Not a charity hand-out.Advantage 50 is part of a wider movement challenging ageism by removing practical, economic, and social barriers faced later in life.A simple, dignified tool that helps people age without limits.
What We're BuildingA curated discount and benefits card offering:• Clear, meaningful savings
• Simple, easy redemption
• Inclusive access for anyone aged 50+
• Quality over quantity — no deal clutter or gimmicksPartner categories will include:
• Transport & mobility
• Food & drink
• Health, fitness, and everyday living
Community FirstAdvantage 50 is a Community Interest Company (CIC).• No profits are distributed to individuals or shareholders
• Any surplus is reinvested for community benefit
• The brand and mission are protected by CIC governanceOur focus is long-term social value, not short-term extraction.
Current StatusAdvantage 50 CIC is registered and approved and is currently in the foundation stage.• Banking arrangements are in progress
• The company is not yet trading
• No payments or memberships are being takenWe are gathering interest and community support only. No financial products or services are currently being offered.
ContactTo register interest or make an enquiry, please contact:[email protected]
Advantage 50 CIC
Registered Community Interest Company (UK)
Company number: 16975456
Registered: 20 January 2026