Apia partners with five good friends to revolutionise aged care model

Over 50s insurer, Apia, today announces its partnership with innovative in-home health care service, Five Good Friends, to help alleviate the pressures facing Australia’s ageing population.

The alliance is the result of Apia’s leadership in recognising issues important to the over 50s and challenging the traditional approach to caring, moving towards a better future for older people and working closely with Five Good Friends to find solutions to the issues they face.

Head of Apia Customer Value, Geoff Keogh, said care for Australia’s ageing population is a challenge that is impacting on millions of families across the country. “More than 3.6 million Australians are currently over 65 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 in the long term isn’t sustainable. With more than 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 of care for our ageing nation and their families,” Geoff added.

Apia recently commissioned a study that found 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 (86%), familiarity (68%) and liking their neighbourhood (57%).

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

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

Five Good Friends co-founder, Simon Lockyer, said the in-home care service keeps families informed, in touch and in control through an easy-to-use Help App, making it a simple process to access and organise quality help for their loved ones so they can age in their own home longer while also enabling them to easily contact the Helpers and Community Manager.

“From personal care to companionship services, Five Good Friends provide 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 facing the ageing population by using the services that Five Good Friends provides,” said Geoff.

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

About the Research:

Survey conducted in March 2017 with sample size of 3,047 Australians aged 50+, by Lonergan Research on behalf of Apia.


Australian Pensioners Insurance Agency Pty Limited ABN 14 099 650 996 is an authorised representative of AAI Limited ABN 48 005 297 807, the product issuer. For more information, visit www.apia.com.au