in my prime is a specialist consultancy offering advice, strategic guidance and practical input to employers, marketing organizations, policy makers, and older people themselves on issues relating to the employment and management of older workers. Our services cover managing without a default retirement age, age diversity, employee development, and the needs of the mature market.

Our aim is to assist employers to benefit from the strengths and opportunities inherent in their older workforce, helping them to devise, implement and evaluate new ways of managing and developing what can often be a much under-utilised and under-valued resource.

We help policy makers and marketers to understand the aspirations, values and drivers of the generation branded "baby boomers". We also support older people themselves to address some of the issues relating to later-life careers and life-planning through one-to-one coaching, seminars and workshops.

Our focus is much wider than age discrimination or pre-retirement planning; we believe that successful recruitment, retention and engagement of older workers comes from matching the unique needs of each business with the particular requirements and aspirations of older employees themselves, thereby creating new policies and practices that will benefit both.

We offer a wide range of options in terms of the services we provide - from strategic planning sessions, focus groups, and workshops, to organization-wide surveys, group training sessions and one-to-one coaching and mentoring.