Over 50s insurer, Apia and Five Good Friends have announced an innovative partnership.

The alliance is the result of Apia’s leadership in recognising issues important to the over 50s. Apia and Five Good Friends are challenging the traditional approach to in home care and will work towards a better future for the ageing population and their families.

Head of Apia Customer Value, Geoff Keogh, said care for Australia’s ageing population is a problem that’s impacting millions of families across the country: “3.6 million Australians are currently over 65 years of age and over the next 15 years, this figure will increase to 5.7 million, with the largest growth experienced in the 75+ age group.”

“The current solutions available rely heavily on informal family care that isn’t sustainable in the long term. With over 85% of working women over the age of 45 providing assistance and support to an elderly family member or friend, it’s time to invest in a new model to care for our ageing nation and their families.” Geoff added.

Apia recently commissioned a study which found that almost all (97%) of Australians over 50 feel it is important to be in their own home as they age, citing reasons such as comfort at home (86%), familiarity (68%) and liking their neighbourhood (57%).

“As our research demonstrates, the desire to age in the home is top of mind for Aussies over 50 and has also been linked to an increased quality of life and longevity, so we’ve partnered with Five Good Friends to help Australians maintain their independence and help them stay connected to the life they love. Our hope is that this partnership will in time help us both develop products and services for the ageing population.”

Ambassador for Five Good Friends, Ita Buttrose, said one of the issues we need to consider as individuals, couples, families and a community is planning for how we want to grow old: “This should be a plan that we look forward to, one that will deliver a good life, happiness and contentment. Five Good Friends understands this and are encouraging people to start these discussions before families are in crisis,” said Ita

Co-Founder of Five Good Friends, Simon Lockyer, said the in-home care service keeps the family informed, in touch and in control through an easy to use App, making it a simple process to access and organise quality help for your loved ones so they can age in the home longer, as well as directly reach the Helpers and Community Manager.

“From personal care to companionship services, Five Good Friends provides such a high standard of help at home when people need it. Apia’s support will allow Five Good Friends to expand its reach and help more Australians,” added Simon.

“We want to empower over 50s and their families to live life at their best and better balance the challenges associated with the ageing population issue through the services Five Good Friends provide,” said Geoff.

2017 will see Apia and Five Good Friends work tirelessly together to support Australians to ‘age in place’ and live where they are connected to their friends, family and communities they love.

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