Age UK assists over 7 million members over 60

One of the UK's largest charities built a digitally inclusive site for the over-60s, becoming a leading digital site in the charity sector.

In with the old, in with the new

The over-60s are the fastest growing age category in the UK, and placed at the heart of supporting them are charity Age UK, the largest charity provider of services and support to older people. They assist over 7 million members with advice and support every day.

In order to remain as open and accessible to their members, Age UK wanted to update and refresh their website whilst supporting ongoing marketing campaigns. The extent of this would include a vibrant, new mobile experience that would meet the growing trend of over-60s using mobile devices.

The founding partnership

Working closely alongside Optimizely Partner Netcel, Age UK prioritised user-journeys and a fully responsive site to meet their users needs. Optimizely Content Cloud was selected as the platform of choice that ensured the new site met Age UK's priority across desktop, mobile and tablet.

Age UK’s marketing team are able to make fast changes to the site without the need for additional IT support. The team are able to facilitate new digital communication channels with their audience group now across all devices. This improved engagement is set to continue as Age UK continue to build out their experiential journey.

Digitally inclusive

Small, yet intricate features help make the entire site inclusive to vunerable users. Click-to-listen for example enables visitors, who may have visual impairments, to hear the page content read out.

Age UK have set the bar for charities in the UK to have a ‘Cloud-first’ approach to digital services. The Optimizely Content Cloud helps reduce an organizations overall cost on server maintenance meaning funds can be distributed to other critical areas.

Not moving slow

Since implementation, Age UK have strengthened how they communicate with audiences. The Age UK have used their new assets as an opportunity to learn more about their users on a deeper level - ultimately improving the support they offer. Netcel continue to help Age UK create responsive solutions for its partner sites, analysisng usage data and user feedback to deliver further improvements to the site.


Media and entertainment

Product used


In collaboration with


United Kingdom
Netcel is a leading Optimizely consultancy, enabling brands to create customer-centric digital experiences to better connect with their customers. As an Optimizely Platinum Partner with a trusted reputation for building and supporting integrated digital experiences that deliver measurable results, we help brands create personalized experiences that maximize CLV and provide competitive advantage and work with organizations to improve the effectiveness of their digital operations to deliver sustainable success. With a highly experienced partner like Netcel, your digital estate is in a safe pair of hands. We've won numerous awards to prove it, including 2021 Optimizely DXP Partner of the Year Award (UK/IRE)
Partner page