55/Redefined
One key factor of OpenCRM was having the ability to pull and push data between OpenCRM and other applications.
— Richard Campagna, 55/Redefined
Redefining Work for the 100-Year Life
55/Redefined is the age experts. Powered by a unique dataset, leading technology and supportive consultancy, they turn longevity into a business advantage, not a cost — because if you don’t have an age strategy, you don’t have a growth strategy.
A UK-based organisation focused on championing age diversity, 55/Redefined works across B2B, B2C and D2C markets, helping organisations engage with over-50s talent while also supporting individuals through membership and career platforms.
Two distinct audiences, one growing business
Operating across several platforms, 55/Redefined needed to manage two distinct but connected groups: members and strategic partners.
Members were individuals engaging through online platforms for career opportunities, financial services, or personal development. At the same time, strategic partners included organisations providing services or working collaboratively with them.
Managing these different audiences created complexity. The team needed to:
- Track relationships across multiple stakeholder groups
- Manage both one-off and ongoing business opportunities
- Maintain a clear view of interactions and engagement across platforms
Without a central system, this information risked becoming fragmented, making it harder to coordinate marketing, sales, and relationship management effectively.
Members and partners, clearly separated
OpenCRM provided a single platform to organise and manage both members and partners in a structured way. Partner organisations were captured within Companies, while individuals were stored within Contacts, creating a clear separation between different relationship types. Segmentation was used to group stakeholders, allowing the team to focus on specific audiences with greater clarity.
Member data was automatically brought into the system from website activity using an API, ensuring new registrations were captured consistently and tagged for different marketing segments. Integration with Mailchimp enabled targeted communication with specific groups, while website interactions were also linked back to individual records, giving a fuller picture of engagement.
The Opportunities module was used to manage services offered to partner organisations, providing a structured way to track sales activity and potential revenue streams.
Clearer visibility across audiences and activity
- Centralised management of members and partner organisations
- Improved segmentation for targeted communication
- Automated capture of member data from website activity
- Better visibility of sales opportunities and partner engagement
- Stronger reporting across marketing and sales performance
Reflected the dual nature of the business
The approach worked because it reflected the dual nature of the organisation’s model. By clearly separating and linking members and partners, the system provided structure without adding unnecessary complexity.
For businesses working across multiple audiences, keeping relationships organised is essential. In this case, OpenCRM has provided a practical way to bring that structure together, helping 55/Redefined stay clear on both engagement and growth as the organisation evolves.
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