An ageing population, together with ever-changing government regulations and requirements, increased market competition and the groundswell of consumer expectation, makes the aged care sector a particularly dynamic and challenging environment in which to operate. Uniting AgeWell is actively responding to the demands of change, particularly the need to support consumer choice, to be responsive and agile. We are committed to enabling communities to age well and individuals to live to their potential. Our Strategic Plan sets out this commitment. With a firm focus on understanding and meeting the needs of our customers, we aim to make it easier for them to access the services they value and want. Working in partnership with our customers, we are co-designing and creating innovative service options to ensure their experience of ageing is one of choice, control, independence and wellbeing.