Jonty Roots

Energizer
DISC Type : I

Managing Director at Boomer + beyond

London, England, United Kingdom

Overview

Jonty Roots is the Managing Director of Boomer + beyond, an agency he founded to challenge outdated assumptions about aging. With over 25 years of experience, he leverages his Design degree from UCC and insights-driven creativity to connect brands in the later living, charity, and healthcare sectors with the 55+ audience.

He is passionate about ensuring older peoples real voices shape brand narratives. His work focuses on understanding the emotional and practical drivers behind major life decisions for this demographic, from housing choices to healthcare needs, aiming to foster greater empathy and more effective engagement from businesses.

Jonty believes the decision for an older person to move is not just about sales; its about trust, relationships, and better outcomes for individuals.

Personality Overview

Believer

Enthusiastic

Relationship Oriented

They are really good at seeing what the long-term impacts of their decisions could be.  They are always positive and upbeat, so take their promises with a pinch of salt. They are friendly, approachable and love to make new connections.

Topics They Care About

Later Living Sector
He has worked extensively with clients in property and later living, focusing on how to better serve the needs of the 55+ demographic.
Audience-led Branding
His agency's mission is to feed audience insights directly into the creative process, ensuring brands connect with consumers more effectively and with greater empathy.
Challenging Ageism
He founded his company to challenge the preconceptions of 'old' and ensure the real voices of older people shape the narrative in media and marketing.

Media Appearances

Speaker Profile – Boomer + beyond – Jonty Roots (Managing Director). Featured in Property Week – Later Living

See Now

Work History

1-2018
Managing Director at Boomer + beyond
3-2011 - 12-2017
Managing Director at Pollitt & Partners
5-2011
Business Director at Pollitt & Partners
3-2004 - 5-2006
Director at Seriously Soft
2-2002 - 7-2003
Marketing & Operations Director at fondu

Education

BA (Hons) Design from UCC
Education details unavailable from Colchester Sixth Form College

More Information

Social Presence :

Prographics :

Exp : 18 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Managing Director at Boomer + beyond
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Insights For Selling To Jonty

During A Call Or A Meeting

DO's

  • Do some small talk, ask them how things are going on their side
  • Talk anecdotally about the customer experience that your product offers
  • Be friendly and entertaining in your conversation

DONT's

  • Don’t assume a yes just because they have not said no
  • Avoid cutting into their flow
  • Don’t be excessively objective, be a storyteller

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Jonty is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Jonty

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Jonty move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Jonty take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Jonty

Personality Compatibility


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