You've Earned It
What does your company do?
We are a purpose-driven organisation committed to helping South Africans aged 55+ live well and save smart. We connect our community with valuable information, meaningful content, and curated offers that enhance their quality of life and help them navigate this stage with confidence and dignity.
We proudly align with several of the United Nations Sustainable Development Goals (SDGs), with a strong focus on SDG 10: Reduced Inequalities. Our work actively addresses age-based inequality by giving older South Africans a voice and increasing their visibility. Despite making up a significant portion of the population, this demographic is too often overlooked in mainstream marketing, digital innovation, and economic participation. We challenge these ageist assumptions by highlighting how active, engaged, and digitally connected the 55+ community truly is.
We also support SDG 3: Good Health and Well-Being by promoting a healthier, more connected, and more fulfilling life for older adults. Our content and partnerships focus on physical and mental well-being, social inclusion, and preventative care because we believe ageing should be something that’s not only supported, but celebrated.
In addition to SDGs 3 and 10, we contribute meaningfully to other global goals. Through our emphasis on financial literacy, career guidance, and entrepreneurial support, we advance SDG 8: Decent Work and Economic Growth, encouraging continued economic participation beyond retirement. By offering free educational tools, expert insights, and access to lifelong learning, we promote SDG 4: Quality Education. Our focus on digital access and community connection also supports SDG 11: Sustainable Cities and Communities, creating a more inclusive and empowered environment for older South Africans to thrive.
What is your biggest success?
Having always loved writing and research, publishing the You’ve Earned It book with Juta in 2008 was a personal highlight. But in this journey, it’s the smaller wins like signing a meaningful corporate partnership that often bring the greatest fulfilment, especially when it directly benefits pensioners. The most rewarding moments come from heartfelt messages like, “Your newsletter and benefits are hugely appreciated by pensioners like ourselves.” That’s when you know the work is truly making a difference. One of my proudest achievements was successfully lobbying SASSA to shift grant payment dates closer to the 1st of the month, helping seniors avoid debit order penalties, a change that took persistence and determination. Ultimately, just keeping YEI alive through economic challenges and uncertainty has been a major accomplishment. It’s been sheer passion, purpose, and belief in the value of our work that has kept the journey going strong.
What has been your biggest hurdle?
One of our biggest challenges is getting brands to truly recognise and respect South Africans aged 55 and older. Despite making up over 8 million people, this active and diverse group is often overlooked in mainstream marketing, which tends to assume that relevance ends at midlife. The reality is quite different: older adults are digitally connected, socially engaged, and making thoughtful purchasing decisions yet they remain invisible in both media and strategy.
This exclusion reflects a broader social and economic neglect. Many are navigating life after formal work, supporting families, adapting to technology, and seeking connection but brands rarely speak to them. At YEI, we’ve taken it upon ourselves to not only provide a platform, but to advocate for this demographic. We speak not just of their value as consumers, but of their dignity, purpose, and place in society. We’ll continue this work until every South African over 55 feels truly seen and respected.
