A new cross-sector partnership involving Norfolk Citizens Advice, Age UK Norwich and Voluntary Norfolk has launched Healthy Ageing Norfolk, a coordinated programme designed to strengthen preventative support for older adults across Norwich, South Norfolk, Broadland and Great Yarmouth.
This partnership brings together established, high-impact services that already operate across the county and aligns them into a single, integrated offer. By combining decades of expertise in advice, community support, health coaching, volunteer mobilisation and ageing services, Healthy Ageing Norfolk aims to provide a seamless, non-clinical pathway to help adults aged 50+ maintain independence, resilience and wellbeing for longer.
Norfolk faces significant challenges around frailty, falls and the rising occurrence of multiple long-term conditions. National data, such as Age UK’s State of Health and Care of Older People in England (September 2025), shows that healthy life expectancy at 50 is declining, while more older adults are living with two or more chronic conditions. At the same time, access to statutory support has reduced, leaving many people managing increased levels of need with fewer resources.
Healthy Ageing Norfolk has been developed as a practical, locally focused response to these pressures. The programme strengthens the preventative end of the health and care system, offering earlier, community-based interventions that can reduce avoidable deterioration, delay the onset of frailty and support safer, more independent living.
What the new service looks like…
The partnership adopts a person-centred, strengths-based model that builds capability, confidence and connection. Core elements include:
- Health Coaching and Group Workshops focused on strength, balance, nutrition and self-management.
- Frailty Screening and Post-Fall Support to help maintain independence, reduce risk and prevent escalation into clinical pathways.
- Community-Based Activities that build social connection, tackle isolation and promote active ageing.
- Information and Advice Services to help people navigate financial, social care and housing challenges that affect wellbeing.
By aligning these existing services under one coordinated programme, Healthy Ageing Norfolk provides a clearer, simpler route for professionals and residents to access preventative support, reducing duplication and improving continuity.
What the service means for residents…
Referral into Healthy Ageing Norfolk is managed through local councils’ artificial intelligence (AI) system, ensuring that individuals with emerging or increasing needs are identified early and directed toward appropriate support. This targeted approach strengthens multidisciplinary working and complements clinical services by addressing wider social, financial and functional factors contributing to frailty.
Mark Hitchcock, Chief Executive Officer of Norfolk Citizens Advice said “We are pleased to collaborate on a unified preventative service for Norfolk residents. By bringing leading services together, we can expand our reach and support more people to address their life challenges and improve their overall wellbeing.”
Dan Skipper, Chief Executive Officer of Age UK Norwich added “Frailty is one of Norfolk’s most complex challenges. This partnership consolidates our respective expertise to offer a comprehensive package of support that strengthens independence and quality of life for older residents.”
Belinda Axten, Head of Volunteer Services at Voluntary Norfolk said “Healthy Ageing Norfolk strengthens the connections between statutory, voluntary and community services. By working together, we can coordinate support more effectively and ensure that older people receive timely, preventative help long before a crisis point is reached.”