James Cobb

James is one of the UK’s most experienced and well-informed voices on later-life living, with more than 20 years’ experience designing, developing and operating retirement communities in the UK and internationally. He is the CEO of Freedom Living and is currently leading the organisation on a journey of change, focused on improving transparency, trust and resident experience across the sector. While integrated retirement communities are well established overseas, in the UK they remain misunderstood and often unfairly stigmatised. With the over-65 population projected to rise from around 11 million to almost 18 million by 2040, James highlights the urgent need for better later-life housing. Many older adults live in standard housing or alone, leading to social isolation and health issues, particularly among those over 80. He is passionate about retirement communities because they provide a flexible middle ground between mainstream housing and care homes – supporting independence, wellbe