Starts at 60 is Australia and New Zealand’s largest digital media and marketing affinity platform serving older generations with content, community and commerce all in one place. And we’re expanding to serve the needs of this, the fastest growing and most rapidly changing demographic in the world. The first of the Starts at 60 websites was founded in 2013 by Rebecca Wilson who wanted to provide her parent’s with a place they could trust to serve their needs online. From a small home based project, the site has grown to deliver content and great deals to more than 1.2 million people per month worldwide and more than 5.5 million pageviews per month.
As a team, Starts at 60 pride ourselves on serving digitally active older generations in a way that not only respects the community, but also gives everyone the opportunity to have a prominent, dynamic and engaging voice online. Our experienced journalists create content people love, 7 days per week, and we enjoy contributions from more than 200 bloggers with diverse views. Our experienced team of 25+ is headquarters in Brisbane Australia, with a growing Sydney office. Starts at 60 puts the needs and desires of our community first, seeking to solve problems and bring better deals and offers using the ‘people power’ of our highly trusted environment. Advertising and media supported, we partner with sponsors and advertisers who align with our values to ensure our technical content is useful and helpful too.
Our second media brand was born in 2016, knowing 60 year olds love to travel. Travel at 60 has grown quickly to become a place for exciting travel journalism and blogger storytelling alongside a marketplace packed with good and relevant deals for Aussies. It enjoys up to 800,000 pageviews a month and 200,000+ users and moves millions of dollar worth of travel each month. And we’re loud on social. In fact, our Facebook and Instagram presences are more widespread than we ever imagined, with 750,000+ likes on Starts at 60 and 60,000+ likes on Travel at 60. We are also underpinning our community with a wide array of social media groups that match their interests and issues together with others. Ask us about our Starts at 60 Health Club; Starts at 60 Book Club; Starts at 60 Gardeners; Starts at 60 Man Cave; Starts at 60 Crafters Club.
People loved what Starts at 60 was bringing them, but Rebecca knew that to publish and facilitate discussions every day at no cost to readers, building a small business with sponsors and advertisers was needed. The second Starts at 60 site, an upgrade from the very simple launch site, was created in September 2014, along with a more professional logo and voice that could attract the support of advertisers. Sure enough, Starts at 60 quickly found a sponsor. We will always remember the team at Aveo, the retirement property group, for backing us with Starts at 60’s our first-ever annual sponsorship deal. It was a big turning point for the future of this community and small business.
Having become the voice of Aussie over-60s, with heaps of support from our community, and with an ambition to serve the Baby Boomer demographic worldwide, in February 2016 Starts at 60 welcomed Seven West Media (SWM) as an investor. We also set up a board of directors, who helped us run Starts at 60 in a way that would support our growth. SWM, which owns Channel 7, brought media professionalism and promotion capability we could only dream of and its funding was invested in making Starst at 60 an even more extraordinary community, media brand, and eventually, a travel company.
Starts at 60 launched community meet-ups in March 2016 to enable our warm online community to get together in public venues each month. Our meet-ups are held on the first Tuesday of every month and there is often up to 50 events around the country each month, hosted by passionate community ambassadors.
With 1.2 million community members, higher ratios of engagement on Facebook than any other media brand, a passionate group of amazing bloggers, and a team of 25 journalists, developers and operations experts, we were humbled when we were awarded the Mumbrella Media Brand of the Year in Australia in July 2017, up against brands like Vice, Taste and Cricket Australia. At just four years old, our little business, hard-working team, and dedicated group of community writers loved this recognition, and it went a long way to helping more people understand what Starts at 60 is all about.
Many people assume that 60-somethings are ‘old’ (and we know you’re not!). We decided we needed to be able to show the world just how vibrant and energetic the Starts at 60 community is, so we went back to the drawing board and rebuilt our brand around our values and the values of our community. Bright colours, high contrast, and the bold ‘60’ emblem were launched and everyone loved it. We were all proud of being a place where over-60s could make their voice heard. And the new logo won a world-standard Silver Fern in brand design in July 2017, so we knew we weren’t alone in thinking it was cool!
In 2017 we’ve welcomed a handful of significant sponsors. The Westpac Group, St.George Bank, Hachette, Industry SuperFunds and Uniting have become cornerstone partners of Starts at 60 and we urge you to understand these companies that really care for our community.